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AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
AiMA Social SIG CFA presentation
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AiMA Social SIG CFA presentation

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CFA social media strategies March 2011 lunch panel

CFA social media strategies March 2011 lunch panel

Published in: Business
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  • Transcript

    • 1. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATION Presented by:
    • 2. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATION Website Design & Development Email Marketing Tim Brammer Brent Rosengren Partner VP, Client Services Social Media Engagement Kaitlyn Dennihy Brad Meriwether Social Strategist Account DirectorTwitter: #AiMASocial i
    • 3. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATION The Launch of the NEW Spicy Chicken Biscuit • Phase 1: Countdown to Spicy Biscuit (Dec. 13 - 26) • Phase 2: Reservation System is Live / Premiere Week (Dec. 27 - Jan. 8) • Phase 3: Premiere Week Ends / ‘Rate the Taste’ is Live (Jan. 9) • Total Reservations: 975,000 • Social / Email / Web Promotion: Social Email Web i
    • 4. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONFoundry AgencyWebsite Design & Development Tim Brammer Partner
    • 5. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONReservation System -Campaign Design• Foundry created the look-and-feel used in the reservation system and supporting promotions Reservation System design
    • 6. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONReservation System - ACustomized Experience• Customer could choose their Restaurant, preferred time slot• Real-time confirmation of availability• Customer received custom email invitation to bring to the Restaurant Reservation System: customized experience
    • 7. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONReservation System -Social Tie-Ins• Last step of reservation process - share it on Facebook or tell a friend via email Reservation System: social sharing
    • 8. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONChick-fil-A.comCampaign Tie-ins• As part of our redesign, the Spicy Biscuit campaign took center stage• Facebook friends now appear on the homepage• Worked with Engauge to integrate the ability to “Like” individual menu items Campaign, social tie-ins into Chick-fil-A.com
    • 9. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONOperator WebsiteCampaign Tie-ins• Reservation system promoted in the “corporate ad” space• Operators could support the campaign via announcements, calendar additions, event photos in the gallery Local campaign support via Operator Websites
    • 10. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONBrightWave MarketingEmail Marketing Brent Rosengren VP, Client Services
    • 11. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONChick-fil-A Email Insiders• Spicy Biscuit Reservation Email - Email deployment dripped out between 9am - 2pm EST - Goal was to stagger traffic that would result from 1.7 million subscribers - Email Insiders were among the first to know that the reservation system was live - BrightWave ensured most active subscribers (Raving Fans) received the first batch of deployments Reserve Your Free Spicy Chicken Biscuit
    • 12. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONChick-fil-A Email Insiders• Spicy Biscuit Reservation Email - Socialized the email by including customized links for sharing the promotion - Pre-populated tweet including @ChickfilA & GetSpicyChicken.com - Pre-populated Facebook status used GetSpicyChicken meta tags for tracking
    • 13. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONChick-fil-A Email Insiders• Spicy Biscuit Launch Email - Email deployment announcing Spicy Biscuit now available everyday - Goal was to announce that the Spicy Biscuit is now available in all locations - Secondary goal was to drive customers who had tried it to “Rate the Taste” on Facebook Can You Take The Heat?
    • 14. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONChick-fil-A Email Insiders• Reservation Survey - Email deployment to randomly selected customers who used the reservation system - Soliciting feedback on the reservation experience - Goal was to solicit feedback provided to improve future uses of the reservation system Take Our Brief Survey and Get a Free Chick-fil-A Meal
    • 15. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATIONEngaugeSocial Media Engagement Kaitlyn Dennihy Social Strategist Brad Meriwether Account Director
    • 16. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATION Spicy Chicken Biscuit Facebook Experience • Facebook Experience - Created a custom Facebook tab experience with three distinct phases: • Countdown • Reservation System • Rate the Taste - Custom Facebook profile image - Targeted wall posts i
    • 17. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATION Facebook Post Content 76,000+ Fan Interactions i
    • 18. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATION Rate the Taste Poll • Prompted users to vote through email,15,000+ Fan Votes wall posts and an in-wall flash component i
    • 19. (( )) ATLANTA INTERACTIVE MARKETING ASSOCIATION Questions?

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