I like to dig deep into any kind of Social Analytics to see how I can further market a local clients business or give some insights to a future client. We all know by now Google+ Local has a rating system depending on the reviews (Local Citations) and it helps with the display of Rankings and also helps drive foot traffic.
For this little exercise I'm going to use Google+ Local as I have stated above already. This wonderful platform lets you drill down into niche markets and target potential clients, customers and followers.
Lets start by opening up Google+ Local and Discover some Sports Bars Located in or near Lake Havasu City, AZ. This is football season and competing for those sports enthusiasts that like food & drink will help increase foot traffic and gain some much needed citations.
For the Search Query I used "Sports Bars" and for the location I used "Lake Havasu City, Arizona. Now you can scroll down the list and check out to see how many reviews and what the overall score is for an establishment. I chose the one that came up in the first listing (Mad Dogs) as I have been there many times before at the Bullhead City, AZ location.
Donald Cook has rated the establishment Excellent and has 83 reviews. If I owned Mad Dogs I would extend a thank-you and maybe a coupon for maybe the next time he stops in, also I would ask him to check-in with FourSquare and let him get a deal on something every so often when he checks in.
Now Donald has many reviews so we are interested in the ones he has written on for "bars". Type that in the query and Google+ drills down deeper to show you exactly what your looking for. Donald has many reviews on bars, 18 to be exact. This is the kind of data (analytics) that Businesses and Local marketers should be looking for and Google+ Local is a great platform for Social Marketing.
Mad Dogs should use this data to increase the number of +1's by asking patrons for reviews if they liked the service and provide a link to their Google+ Local Business page or a QR Code they can scan with their mobile device that will take them right there or to their website. With Social Signals being integrated into the Organic Search results these citations on Google+ and Zagat are increasingly becoming more important especially according to the recent research on Mobile Search that says "64% of mobile restaurant searches convert within the hour".
On Mad Dogs Bar & Grill Google+ page is a link to the business website. I check to see how the website is socially connected and noticed they have a big plugin for facebook with 345 likes. On the bottom of the page is a twitter and Google+ button.
Facebook is a great place for Local Businesses to connect with their customers and I found one local patron (Sean kerns) that looks like a happy customer.
Mad Dogs can ask him for a citation on Google+ and a Tweet since he already liked the business on Facebook. Sean Kerns has 451 friends and 99 Likes, you can drill down further to engage his friends by sorting through the ones that live in Lake Havasu and friend them, Facebook already lets them know that Sean Kerns likes the business.
Facebook lets you sort through his friends by the city from the drop down list. Immediately you see Mallorie Baker holding a shot Glass and Tricia Rill Jandrew who is a Food & Beverage Manager. This is targeted data that Facebook allows marketers and Local Businesses to use in order to create a bigger fan base and increase foot traffic to brick and mortar establishments. You can use the same techniques on their profiles and search their posts to see if they have also frequented Mad Dogs or any other Sports Bar in Lake Havasu.
Facebook already breaks the ice for you, now its up to you to offer coupons, Drink & Food Specials, deals etc... and hopefully, they will recommend, Like, Tweet, +1 and give a citation as well come in and visit your business increasing the bottom line.
Bing has integrated Social Search with Foursquare and Facebook. This is another reason why businesses need to be socially active, writing posts, making comments, asking for citations etc.....
I recommend adding Google Authorship for Google+ and joining Bing's So.cl Network. The key is to share, Re-share, Comment, Circle, Like and +1 content that is directly correlated with your niche. Become the so called "expert" and you will see your rankings, relationships, citations and business increase across the web as well to your Local Business. Don't forget to sign up on FourSquare, its growing tremendously and allows businesses to offer coupons and discounts with check-Ins. Showcase your businesses products and services on Pinterest, you would be surprised how much traffic this social network is driving to websites and Local Businesses.
There are many Social Networks out there. Here is a list of the ones I joined and try to stay active on, feel free to sign up, add me and more!