Becoming a Top Brand on Facebook

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Learn how 22squared helped this fast-rising restaurant grow their Facebook fanbase, how they keep fans engaged, and how the company benefits from customer-driven comments and conversations.

Originally presented by 22squared's Brandon Murphy and Buffalo Wild Wings' Paul Freher on Thursday, November 18, 2010, at the WOMMA Summit.

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Becoming a Top Brand on Facebook

  1. 1. How uses to ignite WOM with help from Paul Freher Brandon Murphy Buffalo Wild Wings 22squared pfreher@buffalowildwings.com @brmurphy WOMMA Summit 11.19.10
  2. 2. But, we are... Kinda small Not ubiquitous Have low(er) awareness levels
  3. 3. Fast Growth Over Past 6 Years 800 Number of Restaurants 672 544 416 288 160 2004 2005 2006 2007 2008 2009 2010 YTD End of Year Restaurant Counts
  4. 4. We’re a WOM Brand. WOM has been key to our growth and success.
  5. 5. Buffalo Wild Wings... WINGS BEER SPORTS
  6. 6. Buffalo Wild Wings... Social Experience WINGS BEER SPORTS
  7. 7. Buffalo Wild Wings... A place of... Camaraderie Banter Competition Connection
  8. 8. WE TARGET SPORTS
  9. 9. Marketing facilitates the social experience for sports fans
  10. 10. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join Advocacy Loop
  11. 11. Moles that extend the game... Awareness Consideration Decision/Use Retention/Loyalty Fan/Join Website, games and Buffalo Circle Program National Television Campaign Program integration (Jimmy Kimmel, ESPN) Digital campaigns and applications Advocacy Loop
  12. 12. An experience that encourages interaction Awareness Consideration Decision/Use Retention/Loyalty Fan/Join In-store events - draft parties and challenges Website, games and Buffalo Circle Program National Television Campaign *A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc. CHALLENGE Program integration (Jimmy Kimmel, POP Materials ESPN) Digital campaigns and applications Mobile Invitation Campaign Advocacy Loop
  13. 13. A community that engages advocates Awareness Consideration Decision/Use Retention/Loyalty Fan/Join In-store events - draft parties and challenges Website, games and Buffalo Circle Program Facebook apps National Television Campaign *A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc. CHALLENGE Celebrity engagements on Facebook Facebook Community, Program integration Brackets and (Jimmy Kimmel, POP Materials Fantasy ESPN) League Play Digital campaigns and applications Mobile Invitation Campaign Advocacy Loop
  14. 14. Our Strategy: Extend the social experience outside of the restaurant
  15. 15. Be strategic, 1 not just experimental What role does Facebook play for you in the context of other communications? Does it extend your value proposition, or is it another channel? With whom are you trying to develop a relationship?
  16. 16. Listen to what they 2 want to talk about It’s their platform, you’re a guest.
  17. 17. Look for shared passions
  18. 18. Football and Basketball Teams and rivalries Wings and beer Escape from real life Sauces and flavors Fandom and competitive spirit
  19. 19. Look for Listen engagement everywhere insights: you can: Content type Your Facebook page Post frequency Their Facebook pages Time of day Twitter activity Day of week Other brand’s Facebook pages
  20. 20. 3 Have a goal and establish some important benchmarks http://www.flickr.com/photos/villasams/
  21. 21. 1991435 Fan Growth 143298 Aug 09 Aug 10 Increase organic impressions Increase average feedback rate Improve active fan ratio Optimize paid & organic likes Gain more coupon redemptions Get more fan-generated content
  22. 22. Celebrate milestones by thanking your fans.
  23. 23. Celebrate milestones by thanking your fans.
  24. 24. 4 http://www.mayforth.com/talk_to_me/ttm_opener.htm Have a conversation strategy, not a marketing strategy or a “CRM strategy.” It’s more like an ARM strategy (Advocate Relationship Management).
  25. 25. Conversation Math Word + Assets + Time + Topic = Interactions Count http://techcrunch.com/2010/04/22/facebook-edgerank/
  26. 26. Word Count 7000 6,404 Avg. Interactions 5600 4200 2800 1,580 1400 629 432 355 0 <10 (11) 10-19 (7) 20-29 (5) 30-39 (3) >=40 (2)
  27. 27. Post Type 6000 5841 Avg. Interactions 4500 3000 2021 1500 995 769 910 530 0 Text Photo Text Link Photo Link Video Poll
  28. 28. Best Time 2:00 PM -4:00 PM
  29. 29. 80/20 Rule People Brand Misc. Sports Wings Trivia Humor Content Calendar
  30. 30. 5 Post like a friend, not a brand Today’s a great day to try some delicious wings from Buffalo Wild Wings. Brand Friend we call it the art of un-copywriting.
  31. 31. Be Timely
  32. 32. Ask a question
  33. 33. Invite passionate debate
  34. 34. Be funny
  35. 35. Don’t Edit
  36. 36. 6 Recognize your fans’ awesomeness
  37. 37. 7 Good content helps drive good conversation. Use engagement assets from websites and microsites as a means to spark and create conversation on Facebook.
  38. 38. 7 Good content helps drive good conversation. Fantasy Pick ’em Influencer content
  39. 39. Videos Polls Analysis
  40. 40. 8 Leverage POEM to drive growth of your fan base. PAID OWNED EARNED
  41. 41. Combine the efficiency of marketplace ads with the effectiveness of homepage units. ROS Units Homepage Units Helps to increase and sustain your baseline of likes during off-times.
  42. 42. 9 De ne Success Know when you’ve done well. Before: 1 post generated an average of 75-100 comments After: 1 post generated an average of 1,500-3,000 comments Listen & Learned Engaged & Activated
  43. 43. Fan Growth
  44. 44. Average Impressions/Month 1400000 1200000 1000000 800000 600000 Dec 09 Jan 10 Feb 10 March 10 April 10 May 10 June 10 July 10 Aug 10
  45. 45. 10 De ne Value Know that it’s making a difference. BWW Facebook fans visit more often and spend an average of $616 more per year than our typical customer.
  46. 46. 10 De ne Value Know that it’s making a difference. Social media tactics generate nearly 2.5 times more offline and online brand conversations than non-social tactics. They also yield 4X as many influenced purchases. Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
  47. 47. 1. Be strategic, not just experimental 2. Listen to what they want 3. Have a goal, set some benchmarks 4. Develop a conversation strategy 5. Post like a friend, not like a brand 6. Recognize your fans’ awesomeness 7. Use good content to drive conversation 8. Leverage POEM to grow likes 9. De ne success, know when you did well 10. De ne value, and make a difference
  48. 48. THANKS Paul Freher Brandon Murphy Buffalo Wild Wings 22squared pfreher@buffalowildwings.com @brmurphy
  49. 49. Notes Key Partners Things we’re exploring Facebook Places & Deals Facebook Groups Things we’ve tested Wall Coupon Applications

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