Company bar 6.7.11

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  • 1. Company Bar
    UWSMB Spring 2011
    June 7, 2011
    Elisabeth Naughton, Katie Riese, Melenie Yap
  • 2. 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
  • 3. 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.
  • 4. Challenges and Opportunities
    Company Bar currently has a presence on Facebook, Twitter and Yelp
  • Challenges and Opportunities
  • 19. Challenges and Opportunities
  • 20. 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
  • 21. 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.
  • 22. 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’.
  • 23. 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
  • 24. 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
  • 25. Twitter
    People are looking for you on Twitter!
    Make sure you update your description to include as many people as you can.
    • Mention the Greater Seattle Area
    • 26. Your Address & Phone #
    • 27. Link your Facebook account
    • 28. #tag your entry with relevant terms
    Make yourself easy to find!
  • 29. Twitter
    Actively seek out influential Twitter accounts in the greater Seattle area.
    Follow them, listen, and engage in the topics Company wants to talk about!
  • 30. Twitter
    A starter list of accounts to follow:
    http://twitter.com/#!/choicemorsel
     
    http://twitter.com/#!/bonnevivante
     
    http://twitter.com/#!/surlygourmand
     
    http://twitter.com/#!/ChefReinvented
     
    http://twitter.com/#!/lesliedines
     
    http://twitter.com/#!/seattlefoodgeek
     
    http://twitter.com/#!/YelpSeattle
     
    http://twitter.com/#!/EATDRINKNW
     
    http://twitter.com/#!/SeattleNightOut
     
    http://twitter.com/#!/nwbeerguide
    http://twitter.com/#!/SeattleHHGuide
     
    http://twitter.com/#!/UrbanDrinksSEA
     
    http://twitter.com/#!/SeattleMet
     
    http://twitter.com/#!/JessVoelker
     
    http://twitter.com/#!/gastrognome
     
    http://twitter.com/#!/allisonscheff
     
    http://twitter.com/#!/foodiecritic
     
    http://twitter.com/#!/aBigMouthful
     
    http://twitter.com/#!/franticfoodie
     
    http://twitter.com/#!/nancyleson
    http://twitter.com/#!/RebekahDenn
     
    http://twitter.com/#!/tastebud1
     
    http://twitter.com/#!/WasabiPrime
     
    http://twitter.com/#!/knitpurl
     
    http://twitter.com/#!/subpop
     
    http://twitter.com/#!/kexp
     
    http://twitter.com/#!/Seattleglobe
     
    http://twitter.com/#!/RueSeattle
     
    http://twitter.com/#!/dishinseattle
     
    http://twitter.com/#!/DListMagazine
  • 31. 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
  • 32. 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.
  • 33. 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.
  • 34. 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.
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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.
  • 39. 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)
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. 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.
  • 44. 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