Back in September 2020, Local Bike Shop Day took place. The event earned an increase in reach of 380% on the previous year’s events. And buoyed by an increased interest and uptake in cycling over the Covid-19 pandemic, the hashtag #supportyourlocalbikeshop amassed over 400,000 impressions. Here we show you the ten steps you can take to replicate Local Bike Shop Day’s success.
Step 1: Knowing the business goal
Local Bike Shop Day’s goal was to shine a light on independent bike shops and get kids interested in cycling. It wanted as many people as possible to use its online index and search facility to find their local bike shop.
Step 2: Telling their story
Local Bike Shop Day had a special story in 202o. It wanted to celebrate the role local bike shops played in keeping the UK fit and healthy over the Covid-19 pandemic and first UK lockdown. It had not been able to hold the event in May as originally planned, so it used the September window with children returning to school, to also use it as an opportunity to get kids interested in cycling. To support telling the story Local Bike Shop Day used paid advertising in the run up to the event on September 5, 10 days prior. Then they used organic reach and engagement from the day itself onwards. With an increase in social media reach of over 380%, the story was one successfully told.
The Maybe* See what works report for Local Bike Shop Day showing the social media content created and the engagement with it
Step 3: Getting their audience to take action
Local Bike Shop Day spent the 10 days prior shining a light on many of the local bike shops it was representing in its online index. They used Instagram and Facebook to share posts from local bike shops across the UK, all in a bid to encourage customers of each bike shop to engage with the campaign, and with followers of the campaign, to reciprocate the engagement with the featured bike stores. When you look at the conversation Local Bike Shop created on social media, the word repost is the most frequently used. This shows how well and how often Local Bike Shop Day took the retailers it was supporting and reshared their content to encourage its own followers to take action.
The Maybe* See what's being said report for Local Bike Shop Day
Step 4: Engaging with customers
Local Bike Shop Day were able to add the local bike stores they were supporting to their Maybe* Engage tab. This feature of the Maybe* platform allows users to track a hashtag conversation or any social media users, and engage with their content across Facebook, Twitter and Instagram all in one place. This feature enabled Local Bike Shop Day to curate and engage with all the independents they needed to, easily.
Maybe* Engage tab showing local bike shops and retailers that Local Bike Shop Day could engage with
Step 5: Knowing which audience to engage
Local Bike Shop Day wanted to engage cyclists as customers but they also wanted to get the retailers themselves involved. They provided retail packs so that all retailers could engage with the event offline as well as online. By creating these packs and making them easily available, Local Bike Shop Day made it easy for the retailers to get involved and removed barriers to participation by catering to their needs.
Step 6: Knowing where to engage
Local Bike Shop Day saw an average of 9 engagements on its organic content. But by focusing its efforts on paid engagement on Facebook, it was able to achieve 260 engagements per post. By investing its advertising spend on Facebook, Local Bike Shop Day was able to target cycling fans across the UK.
The Maybe* See what works report showing the social content created by Local Bike Shop Day and the engagement with it
Step 7: Knowing what else their customers are distracted by and interested in?
Local Bike Shop Day knew its audience were distracted by kids returning to school in September for the first time in over 6 months. By combining this timely event, Local Bike Shop Day was also able to land its message around getting children cycling. In the run up to Christmas, although Local Bike Shop Day is not currently creating content, the organisation could continue to support local bike shops. Continuing to repost content from their retailers by using Maybe* Engage or by tracking hashtags likely to be influencing customers in the run up to Christmas such as click local means that Local Bike Shop Day can continue to have an active voice year round, and maintain relevance and awareness, even when its not running its own event.
Step 8: Mastering advertising
Getting advertising right will help you reach, engage and convert new customers. Local Bike Shop Day ran paid ads in the run up to September 5 to help increase awareness of the event. Using custom and lookalike audiences and then deploying retargeting ad campaigns via the Maybe* Ad Manager would have been a great tactic to get super smart with targeting. A custom audience allows you to take your Facebook page and Instagram page and build an audience based on who and how it's been engaged with over a period of time.
Lookalike - Local Bike Shop Day could have created a custom audience from its page engagement A lookalike is where you take a custom audience (and you can only do it on custom audiences) and say find me the top 1% of people who match my existing custom audience. Facebook will then find all the people in your custom audience, and then look for more people it thinks might be similar based solely on their Facebook activity.
This approach would allow Local Bike Day to target ads to anyone who had engaged with their content, and people like them.
The Maybe* Ads Manager makes managing your Facebook and instagram ads, and optimising what’s working, really easy.
Step 9: Measuring success
The Maybe* Insight summary allowed Local Bike Shop Day to track their social media performance against other hashtags and against local independent bike shops so it could see what tactics and posts drove the most engagement. Knowing this meant that when it came to reposting and sharing local bike store’s content, they could maximise the positive impact of the posts that performed best, as well as supporting those stores who may have been struggling to engage.
Step 10: Measuring yourself against the original objective
Do you know how you are measuring success? Maybe* helps you do that. Check out the Maybe* Your report feature which enables you to track your social media performance metrics and your business goals. Local Bike Shop Day had a fantastic result which not only saw an uplift of 380% in reach, but also drove 5000 unique visitors to the online index of local bike stores. It would benefit from continuing to keep up its social media activity throughout the year, so that the event in 2021 is already building awareness and is remaining front of mind as the go to organisation backing local bike stores.
Maybe* is here to help businesses stay connected to customers so you can make more sales. Learning from what other local businesses are doing can help you improve and make social media work for you.