San Remo Social Media Campaign 2009 09 02

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Summer 2009 social media campaign for San Remo Ristorante in Calgary, AB, Canada from communicatto and Anduro Marketing.

Published in: Business, Economy & Finance
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San Remo Social Media Campaign 2009 09 02

  1. 1. Social Media Campaign Summer 2009
  2. 2. Follow the money
  3. 3. Follow the crowd
  4. 4. The POST model
  5. 5. People <ul><li>Demographics </li></ul><ul><li>Generally upscale </li></ul><ul><li>Lifestyle </li></ul><ul><li>Disposable income </li></ul><ul><li>Technology savvy </li></ul><ul><li>FSA “barrier” </li></ul>
  6. 6. Objectives <ul><li>Platform </li></ul><ul><li>List </li></ul><ul><li>Champions </li></ul><ul><li>Experiment </li></ul><ul><li>Brand awareness </li></ul><ul><li>Traffic </li></ul><ul><li>Knowledge transfer </li></ul>
  7. 7. Strategy <ul><li>Seeding </li></ul><ul><li>Content: 80/20 or 3-1-1 </li></ul><ul><li>Many hands </li></ul><ul><li>KPIs </li></ul><ul><li>Prepare for dialog </li></ul>
  8. 8. Technology
  9. 10. Project plan
  10. 11. KPIs
  11. 12. Outcomes <ul><li>Pros </li></ul><ul><li>List built </li></ul><ul><li>Dialog started </li></ul><ul><li>Content flowing </li></ul><ul><li>Tried one promo TT & FBF </li></ul><ul><li>Some knowledge transfer </li></ul><ul><li>Cons </li></ul><ul><li>Champions still in process in engaging </li></ul><ul><li>Only promo low impact </li></ul><ul><li>Multimedia production drawn out </li></ul>
  12. 13. Learning <ul><li>Executive support needed </li></ul><ul><li>Barriers to adoption must be removed </li></ul><ul><li>Not advertising – digital schmoozing </li></ul><ul><li>Not free – labor intensive </li></ul><ul><li>People interact with people not brands </li></ul><ul><li>Success only comes with much experimentation </li></ul><ul><li>Long haul commitment </li></ul>
  13. 14. Future marketing <ul><li>The publishing platform will allow San Remo to “tie in” numerous cross-marketing tactics, such as: </li></ul><ul><ul><li>Food reviews </li></ul></ul><ul><ul><li>Customer comments, photos, polling/voting </li></ul></ul><ul><ul><li>Wine reviews/recommendations (cheese?) </li></ul></ul><ul><ul><li>Coffee/dessert reviews </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Coupons/specials/Prix Fixe evenings </li></ul></ul><ul><ul><li>Recipes/Italian cooking tips </li></ul></ul><ul><ul><li>Music faves or reviews, free Sinatra CD with meal </li></ul></ul><ul><ul><li>Italian tourism/photos/stories </li></ul></ul><ul><ul><li>Partner packages (romance evenings, etc.) </li></ul></ul>
  14. 15. Future success metrics <ul><li># of FB fans/page views </li></ul><ul><li># Twitter followers </li></ul><ul><li>Tweets/Retweets </li></ul><ul><li>Blog audience stats (views/visits) </li></ul><ul><li>SMR stats (views) </li></ul><ul><li>Customer mentions </li></ul><ul><li>Restaurant traffic </li></ul><ul><li>Coupon or special redemptions </li></ul><ul><li>Restaurant revenue on key nights </li></ul><ul><li>Survey results </li></ul><ul><li>Staff adoption </li></ul>
  15. 16. Questions? Doug Lacombe, MBA [email_address] @dblacombe on Twitter Jeff Nelson, MBA [email_address] @jungle_jeff on Twitter

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