Case Study - Smokin' Joe's Pizza

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Case Study - Smokin' Joe's Pizza (Agency - Social Squared)

Case Study - Smokin' Joe's Pizza (Agency - Social Squared)

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  • 1. Social Media Management Case Study
  • 2. ObjectivesTo establish a presence across social media channels -Primary Social Media – Facebook -Secondary Social Media – TwitterTo establish social media as a medium to communicate withcurrent & potential customers Project Duration : June –Aug 2012
  • 3. Background-Started in 1993 Conservative approach in-Pioneers in Pizza Delivery in marketingIndia -Reliance on newspaper ads- ~ 60 outlets across India only(Strong in Mumbai & Pune) -Skeptical about digital-Stiff competition with media and its efficacyDomino’s & Pizza Hut amongother pizza chains
  • 4. Key Challenges-Had an inactive Facebook Profile & Twitter page -Both profiles not managed the company!-No conversations on Facebook-Perception of being unresponsive(complaints & queries on pages unanswered)Hence, need to start right from scratch!
  • 5. Smokin’Smokin’ Joe’s on Social Smokin’ Joes Pizza & Media - Then Social Media Unresponsive!
  • 6. What we didOf course, we started with creating a presence on differentsocial media channels.We followed this up by -Regular updates around pizza, food, parties, offers etc. -Talk on other stuff the audience loves – movies, sports etc. -Responded to all customer queries with an quick turnaround time!We talked to customers in the truest sense A quick snapshot of what we did …
  • 7. Interesting profile
  • 8. Engaging AppsFlip-a-Pizza Game StoreLocator
  • 9. Engaging Posts
  • 10. Talking to followers
  • 11. Talking thru Twitter -Created a twitter handle -@MySmokinJoes -Regular Updates -Conversations with customers
  • 12. ImpactFacebook Twitter -13500+ Followers -80+ followers - Weekly Engagement Rate – 7-10% -Handling customer queries •People talking about this as a thru Twitter proportion of total number of fans -Exclusive offers thru Twitter •Higher than industry standards (Online ordering thru (usually 2-4%) -Handling customer queries thru Facebook Built a image of a youthful & cool customer-centric brand
  • 13. The Road Ahead-- What more can be done?• Reinforce the image of youthful & cool customer-centric brand •Can be done thru a sustained campaign over a period of time• Aggressive Fan Recruitment •Fan base still much less compared to peers•Regular Contests on Facebook & Twitter• Offers exclusively on Social Media•Exploit the potential for online ordering•Taking orders thru Facebook/ Twitter
  • 14. About UsSocial Squared(Futuready Services Pvt. Ltd.)274, V-Mall, Next to Sai Dham, Off WEH,Thakur Complex, Kandivali (E) Mumbai 400101022-42645743 | 9619197705 | |