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Social Media Strategy: Pizza House
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Social Media Strategy: Pizza House

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By Laura Daien for MSU New Media DL

By Laura Daien for MSU New Media DL

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  • Current fan base:EL FB Page: 1,700 fansA2: 5,000 fansUniversity rivalry: need to play up promotion to gain fans, mention is on website, and no where else. Posts to get more fans than U of M (or MSU) should occur several times a week. Consistent updates: Updates need to happen at least twice a day. Updates should try to interact with followers as much as possible. Things to promote on page: -Food specials daily-Delivery-Hours-Vast Menu-Room Rental -Catering
  • TWITTER: Available handles- @PizzaHouseEl @Pizza HouseA2Locations have very different identity that on Twitter they should as well (just like Facebook)Updates need to occur at least twice a dayTopics to promote are the same as Facebook listTwitter requires interaction. Twitter followers can give input on new menu items, etc. Currently only interaction is saying “who’s coming to watch the game at our place?”FOURSQUARE: HUGE OPPORTUNITY to build loyalty among customersOffer perks for mayorshipDeals on frequency and recommending Pizza House
  • -Opportunity to build digital video content online to connect to websiteContent on ChannelTestimonials (including famous people)EventsBuild rivalry between schoolsWhere’s Boxy VideosRestaurant toursCommercials
  • In Google Searches: Pizza house tops the list in searching-Pizza East lansing-Pizza Ann Arbor
  • - Together all of these ramped up social media activities will be helpful to building loyalty among Pizza House customers and increasing business.

Transcript

  • 1. Digital Media Strategy Proposal
    Prepared by Laura Daien
    Summer 2010- MSU New Media
  • 2. Challenges/Goals
    Challenges:
    Amount of restaurants in college towns
    Price comparison
    Goals:
    Promote unique qualities/offerings
    Use social media to increase business
    2
  • 3. Facebook
    3
    Build Fan Base
    Promote university rivalry
    Regular updates
  • 4. Twitter/Foursquare
    Twitter
    @pizzahse- 149 followers
    Repetition
    Interaction
    Foursquare- Marketing Opportunity
    Deals for frequency/checking in
    Perks for mayor
    4
  • 5. YouTube
    Develop YouTube Channel
    Where’s Boxy
    5
  • 6. Website/E-Newsletter
    Website
    Regular New Coupons
    Online Ordering- Link to CampusFood
    Link to other social media mediums
    E-newsletter
    Post on Facebook/Twitter
    Include all information that’s on social media
    6
  • 7. Google AdWords
    Small campaign at beginning of each college semester
    Search terms
    Late night delivery
    Pizza delivery East Lansing
    Pizza delivery Ann Arbor
    7
  • 8. How it all fits together
    8
    Increased Customer Base
    Website/ Newsletter
  • 9. Measuring Success
    By Tool:
    Facebook: # of fans/interaction
    Twitter: #of followers/Re-tweets/Mentions
    Foursquare: # of check-ins/tips written
    YouTube: # of hits
    Google AdWords: # of clicks
    Website: Increased Visitors
    E-newsletter: Increased subscribers
    9
  • 10. Budget Investment/Timeline
    Coincide with school kickoff– run consistently
    Sole costs:
    Tactical implementation- same as current
    Discounts/Prizes- $5,000 ($2,500 per location)
    Overall worth: PRICELESS
    10