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Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
Dave  Buster's Fun in the Social Space
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Dave Buster's Fun in the Social Space

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Presented by Jennifer DeMarco Herskind, Assistant Vice President of Marketing, Dave & Buster's and Michael Harrison, Chief Strategy Officer, RAZOR …

Presented by Jennifer DeMarco Herskind, Assistant Vice President of Marketing, Dave & Buster's and Michael Harrison, Chief Strategy Officer, RAZOR

As more brands leap into the social space, engaging with customers is a primary focus when looking to gain recognition online. Dave & Buster's, with 57 restaurant locations across the US and Canada, took its first steps into social media in 2009 and has since grown its audience using Facebook, Twitter and YouTube. Building relationships with customers in a space where transparency is expected and interactions are public has provided Dave and Buster's with unique experiences in online engagement and customer service. Jennifer DeMarco Herskind, Assistant Vice President of Marketing for Dave & Buster's will explore the challenges and successes of engaging with users to create a fun experience in social media.

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  • 1. Dave & Buster’s Fun in the Social Space Alterian Summit Tuesday, August 17, 2010 Presented by Jennifer DeMarco Herskind Assistant Vice President of Marketing 1
  • 2. Why Are We Online – in General? 18-24 & 25-34 year-olds go online first for info on dining and entertainment options.  59% of Casual Diners go online to look for restaurants in their area.  58% of Casual Diners go online to look for coupons or special offers.  47% of Casual Diners go online to decide where to eat lunch or dinner. Online is the #1 channel used during the day, when consumers are choosing where to eat. (35% decide during work hours) Click Here to See all the Presentations From Alterian’s Engaging Times Summit Source: Online Testing Exchange Restaurant Survey, April 2009. *D&B Customer Segmentation 2 Study, Razor January 2010
  • 3. Why did we need to be in Social Media? Click Here to See all the Presentations From Alterian’s Engaging Times Summit 3
  • 4. Fad or Fundamental Shift? Users spend more time on social networks in an average day than they do on Google and Yahoo!* Reach 3 Mo Chg Time on Site (min/day) Google 30.6% 9.9% 8.3% Yahoo! 26.4% 0.7% 10.1% YouTube 17.6% 4.8% 23.4% facebook 16.6% 32.3% 25.4% Click Here to See all the Presentations From Alterian’s Engaging Times Summit Source: Online Testing Exchange Restaurant Survey, April 2009 4 * ExactTarget Whitepaper: Expanding the Reach of Email Through Social Networks
  • 5. Social Fits into our Engagement Goals Engage Current Enable New Customers Customers • Drive Repeat • Drive Trial • Build stronger relationships • Target/Acquire “like” customers • Know customers better • Establish presence where customers are • Deliver relevant messaging vs.. “one size fits all” searching for food & entertainment Incent More Relevant Message, More Relevant Value, Right Time – Right Place 5
  • 6. The Role of Social for D&B Understand the customer / Address Complaints Keep D&B relevant and top of mind Drive traffic to stores Engage customers/Own PLAY Increase Sales / Build the Brand 6
  • 7. Launched Social Initiatives in July 2009 • Facebook, twitter, youtube, myspace 7
  • 8. Our Social Media Engagement Methodology 1. Effective customer service 2. Building community Creating Advocates Implementing push & pull messaging 3. Monitoring daily and responding instantly 4. Ensuring brand recognition & consistency 5. Measure Success Click Here to See all the Presentations From Alterian’s Engaging Times Summit 8
  • 9. Customer Service • Keys to customer service: – Respond quickly – Take the conversation private – Provide a concrete resolution 9
  • 10. Use Customer Service to Create Brand Advocates • Recognize and answer legitimate customer complaints and questions to create community and brand advocates – Use guest interactions as an opportunity to turn complaints around – Our most vocal complainers have become our most ardent advocates! 10
  • 11. Brand Advocates Help Build the Community • Brand advocates are: – Answering questions – Responding to habitual complainers – Providing feedback on open-ended questions – Getting involved in promotions – Posting user generated content
  • 12. Building Community Develop Acknowledge Leverage 12
  • 13. Implementing Push & Pull Strategies • Our Fans want a dialogue – and a D&B near them! • We PUSH promotions, local store events, offers • We PULL by encouraging discussions, photo uploads, votes for favorites, and feedback 13
  • 14. Engaging Promotions that Capture Data and Encourage Viral Activity 14
  • 15. Dave & Buster’s Fans are Engaged Facebook Fan photo uploads Click Here to See all the Presentations From Alterian’s Engaging Times Summit 15
  • 16. Social Media Monitoring Keeping a Daily Pulse on the Conversations 16
  • 17. Ensuring Brand Consistency Across Social Networks 17
  • 18. Integrate Social Media Across All Other Digital Tactics Email Website Promotional Microsite 18
  • 19. Tracking Results through Fan Growth 19
  • 20. Tracking Results through Fan Growth 20
  • 21. Measuring Success Through Engagement 21
  • 22. What’s on the Horizon? • SuperCharge the Fan base: – Rewards program sign-up within Facebook – Facebook-specific engagement tactics – Special channel offers and discounts – TV tag Click Here to See all the Presentations From Alterian’s Engaging Times Summit 22
  • 23. Dave & Buster’s - Escape Into Play. Click Here to See all the Presentations From Alterian’s Engaging Times Summit 23

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