“And David put his hand in the bag and took out a stone and slung it. And it struck the Philistine on the head and he fell to the ground.”
The movie, Hoosiers is based on the true story of a small, Indiana-town basketball team that defied odds and rose to greatness. I rally around the film. It’s a testament to hard work and the tenacious spirit of ‘the little guy.’ It’s also metaphorical for local SEO.
Let’s explore a few social media/public relations ideas to apply to small, local clients, using my present town of Glenwood Springs, Colorado as an example.
A good friend owns a pizza establishment, Peppino’s. The passion, ethic, and product is superb, but their online presence not so much at the moment… I’m no Gene Hackman (the coach in the film), but a fan of passion.
Let’s take a look at the SERPs for “Glenwood Springs, Colorado pizza.”
The establishments with red arrows are mainstream brands, such as Domino’s. Russo’s and Uncle’s are not large chains, but small businesses, such as Peppino’s (which does not appear in the ‘pick six SERPs’ at all).
Hmm, I have a few ideas about getting them more ingrained online. Their competitors are doing a bit more online marketing. Let’s see if we can leverage the given-but-untaken opportunities of competitors.
“…a good fighter has no technique; he makes his opponent’s technique his technique. He has no design; he makes opportunity his design.” – Bruce Lee
Finding Personal Advocates
Russo’s has good exposure regarding the “Glenwood Springs, Colorado pizza” search. I’m curious to look at their followers.
As I did for my guest post on Giuseppe Pastore’s blog, I’m going to play with Followerwonk. (Followerwonk is badass; place it in the hands of one of your creative marketers. #justsayin)
I am going to look at the breakdown of their followers’ influence scores.
I would definitely take interest in followers with the most influence, yet for this particular section, I’m going to peer into those with influence scores in the 50-59 range (105 at present).
I’m not interested in followers outside my targeted geographic area. Using ctrl+F, I’ll take a closer look at who’s in Glenwood Springs, Colorado.
Hmm, VistGlenwood may be a good account to inspect, especially for PR or link building, but that’s not my immediate purpose right now. I’m looking into lost opportunities regarding advocates. Let’s take a look at Kimberly Henrie, the second user highlighted.
I’m intrigued; Kimberly is both a health club owner and hosts her own blog. Let’s see if Kimberly is an advocate of the competition, or a huge fan of Peppino’s main provision of pizza.
Using All My Tweets (Hat tip to Chris Winfield for directing my attention to this PR tool.), I’m going to look at Kimberly’s tweets, again using ctrl+F to see if she shared info about “Russo’s” or “pizza” specifically.
It’s dated; but, appetites do not drastically alter (usually) in two years’ time. PIZZA in all capitals – she has an appetite for what Peppino’s offers, maybe just hasn’t been exposed to their product yet.
Let’s see if she gave Russo’s some love on Twitter.
She did, 1.5 years ago. Again, a bit dated, but I’m interested she is interested in pizza, and in sharing good news about products she likes. I’m also curious as to whether Russo’s recognized, thanked, and retweeted/favorited the compliment/exposure.
They haven’t. Out of curiosity, I also check All My Tweets to see if Russo’s EVER tweeted at her. No, they have not. I wonder if Kimberly beholds opportunity for Peppino’s (especially if they’re more attentive/appreciative of her business and social sharing). Furthermore, she is a business owner in the area, and a blogger. Those are both wins regarding brand advocacy.
If I was doing PR for Peppino’s, I may extend an invitation to try a different slice of life, give her coupons, approach her about affiliate marketing regarding her fitness club, etc.
It’s a small town, where locals rub elbows, helping one another and their related businesses. It’s a prime location for building advocacy.
Finding Business Advocates
I’m going back to the same level of followers, in the 50-59 influence range. When you place your browser over someone’s name, Followerwonk elicits a bio; I see the next person is into tourism, and an admitted PR and SM pro. Yahtzee!
I’m going to do some inspecting using All My Tweets. Mandy hasn’t mentioned Russo’s; but, she does mention “pizza” a number of times.
She tried four pizzas? Is she doing this out of sheer love? Or, is it somehow related to her line of work? Whoa, “best pizza ever!” I’d like people to say that about my product!
Hmm, Mandy is a PR/SM person. I wonder if she blogs about Glenwood Springs. I’m going to do a search for her.
Oh snap, Mandy writes for one of Glenwood’s biggest attractions.
If I was doing PR for Peppino’s, I may send Mandy an email, relaying I’ve read some of her stuff, noticed she has tweeted about pizza, and inquire if she would like to come in the parlor to sample my friend’s product.
She definitely does indirect PR; Mandy also appears passionate about sharing business news related to the valley.
Again, Glenwood Springs is a relatively small town; however, the valley gets a lot of tourists. Mandy could help spread word with locals. Furthermore, her hand in tourism is possibly a huge win for Peppino’s regarding tourists.
Finding Establishment/Government Advocates
I’m going to keep looking upon the list of Followerwonks’ 50-59 influence range. I spot the Glenwood Chamber Resort Association. That piques my PR interest. The site has a number of links and decent page authority.
Let’s look more at the site. Oh, it offers visitors information on places to eat in Glenwood Springs. “Pizza and subs,” two things Peppino’s offers, is a subcategory.
I’m pleased to see Peppino’s represented in the “pizza and subs” section. However, competitors are listed above them. Additionally, Russo’s has more description connected to their profile. What’s up with that? “FREE” delivery is a highlighted benefit. I want Peppino’s to note their benefits on there as well.
I wonder if this is some sort of pay-your-way listing. Does the chamber have a special relation with my friend’s competitor? I’m going to see if the chamber mentions Russo’s on Twitter at all.
They do a number of times.
The URL directs back to an event page on the chamber site. Is Peppino’s having such events? Not at present; but, it looks like the chamber will share the information if they do.
This tweet directs to Russo’s main site and relates to charity. What is Peppino’s doing related to charity? If they related the information to the chamber, would the entity spread the word as well?
These are opportunities of exposure!
Using All My Tweets, I want to see if Russo’s is visibly grateful. It doesn’t appear so. If I was doing PR for Peppino’s, I might look into mirroring whatever relationship Russo’s has with the chamber, encouraging identification, re-sharing, and building a better online relationship with the chamber.
See the Spill and Gather
“one man gathers what another man spills” – St. Stephen Grateful Dead 1969
I’m not ‘dissing’ Peppino’s competition. I am not familiar with product, store, or related personalities of competitors. I am familiar with Peppino’s; they’re wonderful people who could use some help with exposure. The above tactics could help get them started.
Do you know people/clients in similar situations, who could use some coaching?