Night Owl is poppin, check it out! (Picture of crowd)
C picks flavor of the week
Reactive -> offer ½ hookah or pick F of W
Facebook post about following twitter
Night Owl Hookah Lounge meets Social Media creates ENGAGEMENT
OUT with the OLD, IN with the NEW Businesses are in the midst of a major paradigm shift in terms of communicating with consumers. New Media has tore down the classic model of the Business-to- Consumer relationship and is now paving the way for new models, using consumer-driven marketing strategies. Old Top-Down model New Conversation model Business Business Consumer Consumer
Social Media ? Engagement Okay, so we know we have to start a conversation with consumers…but how, when and where? Simply talking to consumers isn’t enough to engage them; engagement is a 2-way street. Generating interest & excitement, as well as valuing and acknowledging consumers’ opinions is what cultivates a meaningful conversation. Interest Excitement Value Conversation
A few ideas… Get your message out. Start a conversation. Bowl of the Week: Facebook Questions: Flickr- Customer Customers decide what Consumers vote on favorite generated photo flavors are discounted flavors, contests, and more! contests Location-based Twitter - news How-to- marketing – source, event info, Hookah videos Foursquare/Fac deals and giveaways ebook Check InBlogger reviews Hella Hookah Deals Game-Day Buy 2, get 3rd free! Hookahs! HomeworkHookahs half-off! Build-a-Bowl combo contest!
A few ideas… Get your message out. Start a conversation.• Well planned, measurable videos • 30/60 second spot• Draw viewers in by tugging on an • Music and comedy show events emotion • Integrate new branding motto’s – “Hey, I’m• Follow your brand’s personality ‘Jeff’ and I’m a Night Owl” or “Hoot”. “35 hours of video content uploaded to YouTube every minute, so the competition for eyeballs is intense.” “Try using social networks like Facebook and Twitter to get your social strategy started — then promote your video using those vehicles.” “Any brand, large or small, can score a hit in social video.”
Seeing it in action Video & Pics How-to-Hookah videos Produce quality content and information that your customer base can use and appreciate. Add talented customers into the mix by featuring them in How-To videos OR consumer-made contest videos-- people love recognition & validation - turn them into valuable brand ambassadors. Music & Comedy events Video is viewers’ #1 way to absorb information. Generate excitement by capturing action & emotion on video. Also, post snap-shots of events and genuine, everyday excitement of consumers.
Seeing it in action Marketing campaignStart with Promote Engagean idea that Idea consumersBuild-a-BowlCompetition “Our shisha, your bowl. The winning Vote on your blend is permanently added to our favorite blend! menu! Be a part of the Night Owl Hookah Lounge!” – Generate excitement and discussion Create brand loyalty Successful engagement The consumer becomes part of the Night Owl through active contribution to the menu
Seeing it in action Build-A-Bowl CompetitionIn this example, the consumer becomes a lifetime patron not only because of a greatpromotional idea, but because social media served as the vehicle to engage theconsumer…• First, the promotion is broadcasted via Facebook and Twitter for consumer awareness.• Then, consumers actively participate building the brand by creating their own bowls.• Further engagement and interaction takes place with Facebook Questions, followed by more discussion, making the promotion virtually consumer driven.• The winner receives recognition for winning the competition… …and, in turn, will recruit more lifetime patrons by promoting the Night Owl through those same channels – Facebook and other social media.
Don’t forget to promote live events• Establish Your Event-Related Channels • Active Event TweetingUse social media channels to get the word out about Engage participants in real time & fillyour event & encourage people to share information people in who couldn’t attend.on the event in return for small rewards.• Incentivized Word-Of-Mouth • Livestream Event Promotions Setup live stream so fans follow alongReward followers for their interest. Offer fans online. Facebook, Ustream.and followers special discounts or content.Meteor Solutions • Continue Event Discussion• Make Registration Social Post photos, thoughts, ideas.Makes registration easier and morestreamlined and allows attendees to sharetheir event activity with friends. • Measure Success Receive feedback, measure metrics• Location-Based Services and using search.twitter.com, Social Checkin Rewards Mention, etc.Reward attendees - Foursquare, etc.
Things to remember…• Conversational tone - Sound human, not like an out of touch corporation• Know what you want - Set realistic goals, e.g. greater reach and engagement• Listen & Respond – Acknowledge consumer’s thoughts & opinions in a timely manner• Diversify and Pace your content - Proactive & Reactive posts, stagger• Inject yourself into the conversation - @mentions, #mentions• Experimentation & Learning – Continue what works, stop what fails• Know your audience - Frame messages to fit with your audience and their culture• Voice – The voice a brand has is an extension of their personality; stay consistent• Know the Platforms – Facebook / Twitter arent interchangeable• Focus on consumer - How is this message helping the consumer?
Proactive PostsProactive posts are conversation-starters that you initiate based on our editorial calendar;this includes status updates on Facebook, most Tweets, YouTube video postings, etc. Site Recommended cadence*Facebook Minimum 2x/week; no more than 1x/dayTwitter Minimum 1x/day; no more than 4x/dayYouTube As assets become available; ideally posting new videos at least 1x/monthReactive postsReactive posts are responses to user-generated activity; this includes answering questions,moderating discussions, re-tweeting or @responding, etc. Site Recommended cadenceFacebook Daily assessment; 24-hour windows for community to answer, 48-hour window for escalated questions to be answeredTwitter Daily assessment; 24-hour windows for community to answer, 48-hour window for escalated questions to be answeredYouTube Weekly assessment; no response to publically posted commentary
Social media calendar - exampleMonth Focus Sample Night Owl PromotionalsApril Deals • Hella Hookah Deals – Buy 2, get 3rd free! •First 15 hookahs sold will be 50% off! Mention Facebook/Twitter. •Build-a-Bowl combo contest! •Facebook check-in gets you 2-for-1 deals on drink!May Music • Live music shows •Facebook, Flickr posts •@mentions, cross-promotionalJune Picture Contests • Picture contests on FlickrJuly YouTube Contests •Vote for favorite smoke videosAugust ?? ??September ?? ??October ?? ??
Social Media Social Media continues to develop and evolve, but at a rapid pace. As our society’s interest and activity in new media grows, it becomes more and more prudent for businesses to fall in line with these new practices and to rely less and less on outdated marketing models.But what if I don’t likewhat’s being said? Businesses that are nervous about relinquishing control over what they think are finely crafted, well thought-out messages are the ones that are operating in the past – consumers see through those messages. Nowadays, consumers are much smarter and expect much more from businesses on a human level. They expect a conversation. • No one likes being ‘talked to’ - people like being paid attention to. • The business gets to hear all about the things they’re doing right and the things they’re doing wrong from the people who truly matter – the consumers. • Giving voice to consumers gives businesses greater credibility and establishes trust and confidence in the brand.
Night Owl Hookah Lounge meets creates Social Media ENGAGEMENT There’s a lot of businesses with potential to be insanely successful. But what separates businesses that realize their potential from the ones that don’t - is engagement. Get your message out. Start a conversation.