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Company Bar UWSMB Spring 2011 June 7, 2011 Elisabeth Naughton, Katie Riese, Melenie Yap
Overview Neighborhood bar with strong community ties Alliances with local businesses and restaurants Targets 25-45 year-old residents of White Center and surrounding areas White Center residents are primary customers Secondary customers see it as a “destination” Community is proud and willing to support local businesses
Objective and Goal Goal: Increase customer traffic and sales at Company Bar. Objectives: Increase weekly revenue by $2,000 over the next 4-6 months.
Challenges and Opportunities Company Bar currently has a presence on Facebook, Twitter and Yelp
Challenges and Opportunities Overall sentiment is positive Yelp has mixed reviews and is negative toward the service Greatest engagement occurs on Facebook Vocal reviews, both positive and negative on Yelp Some Facebook engagement, but very little interaction with users Little to no interaction on Twitter Posts are almost exclusively from patrons Experience at the restaurant is a popular topic Interaction is largely commentingon posts Seeing a recent increase in likes Also increase in original posts
Social Media Strategy Use select social media channels to drive new and repeat customers. Position Company Bar as a destination within the Seattle bar scene. Use local influencers to serve as third party advocates and build buzz via Twitter and Facebook. Increase awareness. Associate Company Bar with other Awesomeness. Encourage and reward direct action taken by customers.
Social Channel Selection Where is Company’s existing and potential clientele talking online? What are they talking about? Begin the ‘active listening’ process: Seattlites, 21-45 are tweeting, checking-in, searching for visual information and the recommendations of friends and trusted ‘experts’.
Tools and Tactics Twitter, Facebook, Yelp and Foursquare are four tools to use toward Company’s strategic goals Reach the target 25-45 year old, social-media savvy, local demographic Engage with audiences in pre-existing channels – they’re already there, so talk to them! Reach out to influencers with interest in the Seattle bar scene
Tools and Tactics Invest in Hootsuite, and employ Google Alerts, to easily track your online conversations & mentions. Hootsuite will allow you to post to Twitter, Facebook & Foursquare at the same time, as well as monitor searches, people and conversations in and around Seattle. Hootsuite
Twitter People are looking for you on Twitter! Make sure you update your description to include as many people as you can.
Twitter Twitter best practices: Don’t be shy about conversing with and about your community. Take a few minutes each day to tweet and RT things of interest. Send a thank you via Twitter & FB to anyone who follows you, or writes about Company in the press. Use bit.ly to shorten links to articles. Use pictures! Take pictures of your meals & drinks, offers, etc. and remember to #tag (#brunch, #seattle, #coolcocktail #awesome, etc) Follow Friday (#FF) is a great way to mention engaged guests and local people/ events
Twitter Twitter best practices (cont.): Recommend local events, concerts, etc. that you think your guests will enjoy. Don’t always link that to drinking/dining with you. Mention stuff you genuinely like, and if relevant, mention a pre or post event stop at Company. Keep tweets short: Direct audience via bit.ly back to your Facebook for longer notes, menus, and photos. Reach out and offer to host a tweet up! Every few weeks, organize a #companybartweetup for an interested group of people. White Center Tweeters, Art Walk Organizers, Local Foodies, etc.
Twitter Using Twitter re: Company’s Goals and Objectives Awareness: Aim to add 10-20 quality followers a week. Revenue: Start to keep a tally of # tweets/posts a week and over time, look at % of sales weekly. Track Likes, Follows, ReTweets, @mentions per week and note any relationship – even flat – between them over time. Focus on building on any positive relationship you notice. Community: 400 – 500 followers is reasonable after 4-6 months. Be patient and consistent. Presence: Achieve a notable, searchable presence in the greater Seattle, White Center, and bar/restaurant communities. Impression / Association: Develop a shared visual impression of your food, clientele and interests by tweeting and retweeting others.
Facebook Align with key partners by “liking” them on Facebook and following them on Twitter (i.e. Seattle Weekly, The Stranger,etc.) Create photo albums of food/drink served there, interior/exterior of the bar, friends/patrons of bar. Consider Have a professional photographer take enticing photos of the finished bar. Engage with Facebook followers by administering contests, such as “Name that cocktail”, or encouraging patrons to post photos of their meals. Offer incentives to be retrieved at the bar.
Instagram Instagram is a new iPhone photo filtering app that is like a combination of Twitter/Facebook/Flickr/FourSquare– for you can geotag where you are Allows users to post photos of new dishes and specials Foodtography is a rising trend and is most relevant to Company Stream to Facebook and Twitter
Yelp Already an engaged audience that is not receiving acknowledgement from the restaurant Need to monitor and actively respond to reviews Actively monitor comments and reviews Post responses to both positive and negative reviews This is particularly important with negative reviews Opportunity to right a wrong and demonstrate level of customer service Demonstrate Company Bar’s service committment
Foursquare People who check into on Foursquare, can engage followers and they can leave tips for others visiting the bar. Publicize and encourage participation by posting Foursquare decals Offer specials that drive customers from local area Get a free appetizer on your first visit Offer special that encourages repeat visits Get a free dessert on your fifth visit Offer a secret menu item for loyal customers (Mayor) Get access to a special dessert when you check-in on Foursquare
Content Calendar Create a calendarto of what you will publish each day. Use tools like Hootsuite to schedule your posts weekly Include a specific call to action with each post This encourages engagement and give users an opportunity to contribute Offer a variety of engaging content that appeals to customers Content doesn’t necessarily have to be related to the restaurant It’s important to show the personality of the bar and it’s owners to easily relate and connect with customers.
Content Calendar Monday: Music Monday (music news/trivia, what is the bar currently playing?) Sample: Now playing: Fleetwood Mac. What’s at the top of your playlist? Tuesday: Trivia Tuesday (ask questions pertaining to your interests or the bar and offer a prize) Sample: The predominant flavor in gin comes from what berry? First to answer correctly wins a free appetizer! Wednesday: White Center Wednesday (spotlight community news) Sample: Don’t forget to check out the White Center Art Walk this week! Who’s attending? Thursday: Thirsty Thursday (drink specials) Sample: $1 off all draft beers tonight when you mention you saw us on Facebook or Twitter! Friday: Follow Friday (recommend others to your followers who you like and want to be affiliated with) Our neighbors are awesome. Seriously. Check them out: (Links)
Thirsty Thursday Music Monday Follow Friday Trivia Tuesday White Center Wednesday Tweet Up 4th of July Special White Center Art Walk Music Monday Trivia Tuesday Thirsty Thursday Follow Friday White Center Wednesday Follow Friday Music Monday Trivia Tuesday Thirsty Thursday White Center Wednesday Local musician performs Thirsty Thursday Follow Friday Brunch special Music Monday Trivia Tuesday White Center Wednesday
Measurement and Monitoring Track and measure revenue and number of customers KPI of overall goals and objective Monitor and measure quantifiable social media data using free tools Facebook Facebook Insights, including comments, likes, photo views Twitter Klout score – overall measure of engagement metrics Number of retweets, @ mentions and followers Hootsuite analytics Foursquare Number of check-ins, tips left, specials redeemed Yelp Review responses, customer referrals from Yelp
Measurement and Monitoring Relate social media metrics to revenue and customers Distinguish between impressions and engagements Impressions require consumers to have seen/read Post views Engagements require consumers to act on something they have seen/read Comments, follows, @ mentions, RTs, reviews, likes, link clicks Compare social media activity levels against revenue and number of customers over the next 4-6 months Evaluate the most and least effective tools How and where are customers engaging with Company Bar’s social media properties? Adjust social media plan based on successes and failures over 4-6 month period
Marketing Plan Publicize social media presence on collateral & website Use QR codes to provide direct link to Facebook, Twitter, Foursquare Reward customers for engaging online through Foursquare specials, Facebook and Twitter promotions Demonstrate a commitment to the online community by soliciting and incorporating ideas and feedback Read and respond to Yelp reviews Commit to community event once a month Partner with neighboring organizations to cross-promote social media Fridays Leverage partnerships for Follow Fridays, Facebook links, etc.
Organizational Support, Policy and Training Jesse is the personification of Company Bar As the face of the restaurant, he also needs to be the voice Mirror the tone of the customers engaging with the channels. If passing off to employees, need to implement clear social media policy and standards Establish explicit social media guidelines that lay out content calendar and engagement protocol