Social Media for a pizza chainPresentation Transcript
Social MediaManagement Case Study
ObjectivesTo establish a presence across social media channels -Primary Social Media – Facebook -Secondary Social Media – TwitterTo establish social media as a medium to communicate withcurrent & potential customers Project Duration : June –Aug 2012
Background-Started in 1993 Conservative approach in-Pioneers in Pizza Delivery in marketingIndia -Reliance on newspaper ads- ~ 60 outlets across India only(Strong in Mumbai & Pune) -Skeptical about digital-Stiff competition with media and its efficacyDomino’s & Pizza Hut amongother pizza chains
Key Challenges-Had an inactive Facebook Profile & Twitter page -Both profiles not managed the company!-No conversations on Facebook-Perception of being unresponsive(complaints & queries on pages unanswered)Hence, need to start right from scratch!
Smokin’ Joe’s on Smokin’ Joes Pizza &Social Media - Then Social Media Unresponsive!
What we didOf course, we started with creating a presence on differentsocial media channels.We followed this up by -Regular updates around pizza, food, parties, offers etc. -Talk on other stuff the audience loves – movies, sports etc. -Responded to all customer queries with an quick turnaround time!We talked to customers in the truest sense A quick snapshot of what we did …
Engaging Apps Flip-a-Pizza Game Store Locator
Talking to followers
Talking thru Twitter -Created a twitter handle -@MySmokinJoes -Regular Updates -Conversations with customers
ImpactFacebook Twitter -13500+ Followers -80+ followers - Weekly Engagement Rate – 7-10% -Handling customer queries •People talking about this as a thru Twitter proportion of total number of fans -Exclusive offers thru Twitter •Higher than industry standards (Online ordering thru (usually 2-4%) www.deliverychef.in -Handling customer queries thru Facebook Built a image of a youthful & cool customer-centric brand
The Road Ahead-- What more can be done?• Reinforce the image of youthful & cool customer-centric brand •Can be done thru a sustained campaign over a period of time• Aggressive Fan Recruitment •Fan base still much less compared to peers•Regular Contests on Facebook & Twitter• Offers exclusively on Social Media•Exploit the potential for online ordering•Taking orders thru Facebook/ Twitter
About UsSocial Squared(Futuready Services Pvt. Ltd.)274, V-Mall, Next to Sai Dham, Off WEH,Thakur Complex, Kandivali (E) Mumbai 400101022-42645743 | 9619197705 | 9819022035www.socialsquared.in | firstname.lastname@example.org