Sport Clips Enables Localized Social Marketing for Nearly 1,800 Locations
Staying Competitive in Thousands of Local Markets
With more than 1,800 locations and many more local social managers, Sport Clips struggled to uphold its brand awareness and create a consistent voice across key social channels. The brand wanted a tool to help them stay competitive in thousands of local markets. Additionally, they faced challenges aggregating and addressing reviews from online listings and review sites including Facebook & Google, seeking to remediate and significantly lower their 300-500 negative reviews each month.
“We are a large franchise organization with many local users, which can be cumbersome when dealing with so many online listings and social accounts. Partnering with SOCi helps us cut through the noise and understand our marketing data to know where to focus our efforts. Claiming all of our pages and having the ability to update our listings was extremely helpful. The power we now have to manage our reviews allows us to focus on consistently improving our responses and response time.” – Sport Clips Field Marketing Director, John Lester
The SOCi Solution
Sport Clips partnered with SOCi to manage their Social, Reviews, and Listings and overcame a huge hurdle – claiming 1,800 local pages, proving they exist, and syncing all franchise accounts on Facebook, Twitter, Google+, Google Business Profiles, and Yelp. They also worked with SOCi to refine and optimize all location listings information to increase SEO. This allows them to better control their online presence, even with so many locations.
Sport Clips has seen success with a localized marketing educational campaign to drive adoption with local users resulting in increased local social posting and better reputation management. This aggressive local user education enabled them to decrease their average response time by more than four days. The improved online reputation management and more local user engagement allowed Sport Clips to increase its review response rate by almost 15%.
Sport Clips also uses SOCi’s quick and easy content delivery and scheduling, and developed workflows focused on accountability and efficiency. SOCi’s reporting dashboard allows their corporate and local teams to understand content engagement metrics and optimize posting to peak times. These efficiencies have yielded increases across the board regarding their SEO.
Year over year, Sport Clips has seen the following improvements in its SEO and has had the following results partnering with SOCi for its reputation management: