Social Presence and Hooters The Importance of Social Media and Internet Representation for Hooters of America Click your mouse to advance to the next slide, or use your mouse wheel or keyboard to navigate through slides.
Hooters of Independence This presentation was made to highlight the importance of maintaining a social presence on the Internet using various (and free) tools, both online and off. Social Media is a booming industry. When somebody wants to know the hours of a restaurant, they will most likely go online and search versus calling. Is your venue active on the web? We will go through the tools and why it’s important to interact with your audience online.
Reward Your Guests <ul><li>Foursquare is a game and a Social Media tool that allows users to “check in” to venues. Such check ins can be Tweeted to their friends, and announced on their Facebook pages as status updates. Use Foursquare to entice guests to stop in to the venue. Similar to Customer Appreciation Nights and loyalty programs, these Foursquare users appreciate being recognized for their loyalty to your venue. </li></ul>
What Does Foursquare Look Like? <ul><li>This is how it appears on a potential guest’s iPhone when she/he is near your venue. If a Foursquare user is merely driving near your venue, a graphic will appear, and the user will likely want to get more information about your Foursquare special. Make your special enticing enough to attract guests. Foursquare is a great tool for Hooters since it is cross-platform, working on all smartphones, as well as mobile (browser) and allowing check ins via SMS (text) for users with older phones. </li></ul>
Our Competitors <ul><li>A competitor, next door to Hooters of Independence, has zero Social Media presence but does offer a special. Their check ins number far less than Hooters of Independence. This shows that not only is attracting an audience smart, but that increasing loyalty and brand awareness is also important. A Mayorship of a venue is awarded by the Foursquare system when a user has checked in more often than anybody else. Hooters of Independence also offers 20 free wings per week to the current Mayor during his/her reign, which increases the likelihood that a guest will continue checking in, increasing loyalty to Hooters. </li></ul>
Adding Tips <ul><li>Having a “personal” profile set up with your venue’s name on Foursquare is a great way to leave tips for any Foursquare user who is looking at your venue’s page. Use your brand’s logo or mascot as a profile picture to “stamp” your brand into your audience’s memory. </li></ul>
Participation Counts <ul><li>Looking at venues in the Kansas City region, it is clear that when the Hooters managers actively participate and promote the stores, guest interactivity increases. Below is a Hooters venue with little activity, no Internet presence, and no specials. This venue offers the Foursquare user base absolutely no incentive to choose Hooters over the neighboring competitor as they’re driving by. </li></ul>
Foursquare Statistics <ul><li>By claiming your venue on Foursquare, you are able to clearly see the importance of interacting online with your guests, as evidenced by the graphical representation of the increasing number of check ins over time by guests of Hooters of Independence. These statistics are only available to users who have claimed their venue on Foursquare and completed the verification process, or have been designated as an employee of that venue by a verified user. </li></ul>
Twittering <ul><li>Using free tools from Klout.com, we are able to get the Twitter “score” for Hooters of Independence, which tells us how we interact with our guests via Twitter. Use this tool to monitor and increase your interactions with your followers. </li></ul>
Another Store… <ul><li>Here is the Klout score of another Hooters venue, but you can see that they need to interact more with their audience. </li></ul>
The Audience Is Bigger Than You Think <ul><li>Another competitor, who has an extremely strong Social Media presence, sent out one Tweet, which was re-Tweeted by two users. How many people received that one Tweet in their Twitter timeline? 3,569. </li></ul>
SproutSocial.com Stats <ul><li>The Engagement score is an indicator of how much you are conversing with your audience. The goal should be to keep a high level of interaction with your audience. The Influence score is an indicator of your growth and the interest level among your audience. Over time, interacting with your audience will result in greater brand awareness and enthusiasm for your business. </li></ul>
Increasing Your Awareness <ul><li>Using the free tools provided with SproutSocial, we are able to see in what areas we most need improvement. Brainstorm different ways to get your audience to pay attention, and keep track of your weekly statistics to see what methods are working. </li></ul>
Using SproutSocial To Help You <ul><li>Maintaining an online presence for any company is a 24 hour a day/7 day a week job. Your audience -- and your competitors -- are Tweeting, Facebooking, and talking 24 hours a day, 7 days a week. SproutSocial.com can help by offering various tools, such as scheduling updates. This can help by allowing a Social Media Director to focus his/her attention elsewhere, while SproutSocial does the work of auto-tweeting certain updates. </li></ul>
Connect SproutSocial with Foursquare <ul><li>By connecting the two accounts, we get access to even more statistics. A savvy Social Media Director will see the results below and perhaps invent a new promotion to increase the Foursquare check ins for Tuesdays. </li></ul>
Educate Yourself <ul><li>SproutSocial also gives users access to other helpful tools. Use them to increase your awareness for your brand, and stay informed of your business and your audience. </li></ul>
Twitalyzer Metrics <ul><li>Twitalyzer's "Impact Percentile" score provides insight into the relative rank of the individual within the ever-expanding dataset. A ranking in the 59th percentile means that @indyhoots' Twitalyzer Impact score is higher than 59% of active Twitter accounts. What is your competitor doing? Use this tool to check, and strive to improve your impact. </li></ul>
What is Your Brand’s Personality? <ul><li>Use a wide variety of free online helpers to determine what your online personality is, and whether it matches up to what you want your brand to portray on the Internet. Currently, @indyhoots has gathered statistics showing that they Tweet about: </li></ul><ul><li>Positive sentiments 110% more than the average user. This includes positive feelings, thoughts, emotions and agreeability. </li></ul><ul><li>Social behaviors 51% more than the average user. This includes inclusive Tweets, social behavior and speaking directly to the listener. </li></ul><ul><li>Work 41% more than the average user. This includes Tweeting about occupations and careers. This indicates thinking about one's job. </li></ul><ul><li>The present 13% more than the average user. This includes references to present time and currently occurring events. </li></ul><ul><li>Conceptual thoughts 10% more than the average user. This includes higher-level abstract thought. Logical reasoning and philosophy are examples of conceptual content. </li></ul>
Use These Tools Wisely <ul><li>Having the right set of tools at your disposal means getting answers to the most asked question from businesses: </li></ul><ul><li>How can we increase our impact on Twitter? </li></ul><ul><li>Impact is a combination of the following factors: </li></ul><ul><li>The number of followers a user has </li></ul><ul><li>The number of unique references and citations of the user in Twitter </li></ul><ul><li>The frequency at which the user is uniquely retweeted </li></ul><ul><li>The frequency at which the user is uniquely retweeting other people </li></ul><ul><li>The relative frequency at which the user posts updates </li></ul>
<ul><li>So we know that Social Media Presence is a 24/7 job. But how do YOU stay informed? What are people saying about your brand? Using a PC program called TweetDeck, we can search for any Tweet containing the word “Hooters,” making it easy to see what the Twitter community is saying about that brand. TweetDeck updates the search results constantly, so keep the program running and check it frequently. Refine your search for your specific venue to increase effectiveness, and include specific keywords that are relevant to your venue. </li></ul><ul><li>Remember, though, that users do not always Tweet a specific location. For example, a user might say “Great lunch at Hooters!” Be prepared to research any user on-the-fly to see if he or she is talking about your venue. Hooters of Independence has successfully used this method to solve at least one in-store (minor) issue that might have otherwise gone unnoticed, as the user was not complaining in person, only on Twitter. After the issue was resolved, the user immediately Tweeted his happiness with the resolution. </li></ul><ul><li>Hooters of Independence saw the opportunity to improve a guest’s experience… and did. </li></ul><ul><li>“ Hooters makes you happy.” </li></ul>Staying Informed
Searching For New Users <ul><li>In this case, we can help increase our customer base. How do we find potential new guests? One solution: use RSS Feeds from within Outlook to stay informed of users within your area who are just getting started with Foursquare. Tweet to these users and let them know what kind of deals they can get at your venue. </li></ul>
Stay Updated <ul><li>Unlike email, Twitter is a real-time conversational tactic, making Social Media a full-time 24/7 job. Twitter users expect instant answers to their questions, but it’s unrealistic to expect anybody to stay chained to their PC to stay on top of new developments. What’s a good way to make sure you are responding to your audience immediately when they’re trying to get your attention on Twitter? </li></ul><ul><li>Hooters of Independence uses FeedTwit.com to get near-instantaneous updates anytime @indyhoots is mentioned to ensure a timely response. There are a variety of free SMS tools – search and find one with which you can be comfortable. </li></ul>
Using Your Smartphone <ul><li>Your guests are utilizing their smartphones; are you? Hooters of Independence uses a Twitter application called HootSuite on their smartphones to actively monitor their Twitter account. Along with SMS updates, use a Twitter client on your smartphone’s application store or market, and check Twitter frequently. </li></ul><ul><li>Experiment and find your favorite smartphone client for Twitter and join your guests online. </li></ul>
Promote, Promote, Promote <ul><li>Use your Facebook account to keep in touch with your audience. Tag other companies and Hooters by utilizing the @ tag feature on Facebook. In the graphic on the right, you can see Foursquare is tagged (in blue) which means that the status update also appears on Foursquare’s Facebook wall, and their fans can see it. Cross-promoting your venue in this manner is free and increases your visibility on the Internet. </li></ul>
Be Everywhere <ul><li>Your audience is everywhere, so you need to make sure you are as well. One good example is the Hooters Restaurant on Facebook. With 650,000+ fans, it’s a very active Facebook page. Keep an eye on the Hooters’ Facebook page for your local residents, and remind them that you are also on the Internet! </li></ul>
Offline Promotions <ul><li>Encourage your guests to visit you online by using clings on available space, as seen here on the doors of Hooters of Independence. Be proud and promote your brand’s willingness to interact with guests online as well as off. </li></ul>
Partner With Other Businesses <ul><li>Hooters of Independence made a presentation to the Foursquare team, showing how they plan on using Foursquare to promote their venue, and asked for swag to help with this venture. Foursquare gladly provided these for free. </li></ul>
Social Media Impact <ul><li>Social Media touches every aspect of business. This graphic is just an example of how any business can utilize their Social Media presence. </li></ul>
Engaging With Your Audience <ul><li>Would you rather have 100% of your audience’s attention, or 10%? When you are watching TV, do you pay attention to the commercials or do you tune them out? Imagine somebody knocking on your door once every three months to promote their product without giving you the opportunity to ask questions or respond. Now imagine a good neighbor giving you the same spiel, except he answers your questions and engages with you. Who is more likely to make that sale? </li></ul><ul><li>No matter the number of fans or followers you have, always strive to engage with your audience using the media tools illustrated here. Focus on quality and build relationships with the customer base who will truly care about you and your brand. These are the users who will tell their friends and family about you, these are the people who will remember and talk about you and your brand. Remember that having a fan or follower in the Ukraine is fantastic, but what is the likelihood that he will ever visit your venue? Focus on your target audience. </li></ul><ul><li>Hooters of Independence has already started to make their impact on the Internet by personalizing the Hooters brand while being engaging and memorable. Users are starting to interact with @indyhoots by reaching out and asking specific questions, presenting the opportunity to promote the brand while holding a genuine conversation that is not just a generic sales pitch, but is still a commercial seen by thousands of users. </li></ul>
On The Right Track <ul><li>“ Using Twitter and nothing else does not make for an effective social media strategy. But Twitter is a great place to start and an important place to be. It can be a powerful tool for your business and can help create some great business successes and valuable new relationships. It's also a fun and dynamic social network.” </li></ul><ul><li>-Ben A. Smith </li></ul>“ Facebook shouldn't be treated as an RSS feed. That won’t work. You need to be engaging, an active member of the online community. Give users reasons to "like" you, to respond to you, to share your content. You need to take your Facebook presence seriously. Set goals, develop a basic strategy, take time to do it right.” -SocialIRL “ Dell, which operates more than 80 user groups, reported generating more than $6.5 million in business through Twitter deals during 2009.” -Business Journal Engage with your audience. “If you walked out to the water fountain and talked nonstop to people gathered there, they'd certainly be happy when you left.” - B.L. Ochman “ Don’t use Social Media as a sales tool only! This will only cause you to lose followers. Remember, people will pay attention only if they are interested in what you’re saying.” -JMC Brands “ You think when you finally get to 2000 Twitter followers you’ll be happy, but trust me when you get to 2000 you are just going to want 5000. It’s not about feeling good from reaching that number you were after, it’s really about how many people you can actually connect with to see what opportunities open up for you.” -Trevor Spinks "You can't just say it. You have to get the people to say it to each other." -James Farley Nobody likes to be disturbed by sales people when you're in a bar, same goes for Twitter. Next to that, it is almost impossible to become one of 'the guys in the bar', if you only show up every three months. Especially if you start to shout your latest news as soon as you walk into the pub. -Steven Van Bellingham
Other Resources <ul><li>Article: How a Restaurant Can Use Social Media </li></ul><ul><li>YouTube: Social Media + ROI = Socialnomics </li></ul><ul><li>Article: When You’re on Twitter, Act Like You’re in a Bar </li></ul><ul><li>Article: A 427% Increase in Foursquare Check Ins </li></ul><ul><li>Article: Restaurant Increased Business By 110% </li></ul><ul><li>Article: Business Basics: Ten Tips on How to Twitter </li></ul><ul><li>Get other great ideas by searching articles geared toward your business! </li></ul>Presentation by: Christine Clauder
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