Social Media Campaign Summer 2009

Follow the money

Follow the crowd

The POST model

People Demographics Generally upscale Lifestyle Disposable income Technology savvy FSA “barrier”

Demographics

Generally upscale

Lifestyle

Disposable income

Technology savvy

FSA “barrier”

Objectives Platform List Champions Experiment Brand awareness Traffic Knowledge transfer

Platform

List

Champions

Experiment

Brand awareness

Traffic

Knowledge transfer

Strategy Seeding Content: 80/20 or 3-1-1 Many hands KPIs Prepare for dialog

Seeding

Content: 80/20 or 3-1-1

Many hands

KPIs

Prepare for dialog

Technology

Project plan

KPIs

Outcomes Pros List built Dialog started Content flowing Tried one promo TT & FBF Some knowledge transfer Cons Champions still in process in engaging Only promo low impact Multimedia production drawn out

Pros

List built

Dialog started

Content flowing

Tried one promo TT & FBF

Some knowledge transfer

Cons

Champions still in process in engaging

Only promo low impact

Multimedia production drawn out

Learning Executive support needed Barriers to adoption must be removed Not advertising – digital schmoozing Not free – labor intensive People interact with people not brands Success only comes with much experimentation Long haul commitment

Executive support needed

Barriers to adoption must be removed

Not advertising – digital schmoozing

Not free – labor intensive

People interact with people not brands

Success only comes with much experimentation

Long haul commitment

Future marketing The publishing platform will allow San Remo to “tie in” numerous cross-marketing tactics, such as: Food reviews Customer comments, photos, polling/voting Wine reviews/recommendations (cheese?) Coffee/dessert reviews Contests Coupons/specials/Prix Fixe evenings Recipes/Italian cooking tips Music faves or reviews, free Sinatra CD with meal Italian tourism/photos/stories Partner packages (romance evenings, etc.)

The publishing platform will allow San Remo to “tie in” numerous cross-marketing tactics, such as:

Food reviews

Customer comments, photos, polling/voting

Wine reviews/recommendations (cheese?)

Coffee/dessert reviews

Contests

Coupons/specials/Prix Fixe evenings

Recipes/Italian cooking tips

Music faves or reviews, free Sinatra CD with meal

Italian tourism/photos/stories

Partner packages (romance evenings, etc.)

Future success metrics # of FB fans/page views # Twitter followers Tweets/Retweets Blog audience stats (views/visits) SMR stats (views) Customer mentions Restaurant traffic Coupon or special redemptions Restaurant revenue on key nights Survey results Staff adoption

# of FB fans/page views

# Twitter followers

Tweets/Retweets

Blog audience stats (views/visits)

SMR stats (views)

Customer mentions

Restaurant traffic

Coupon or special redemptions

Restaurant revenue on key nights

Survey results

Staff adoption

Questions? Doug Lacombe, MBA [email_address] @dblacombe on Twitter Jeff Nelson, MBA [email_address] @jungle_jeff on Twitter