Executive SummaryHow to Spread BrandLove Through EffectiveUse of Social MediaOctober 17, 2012                             ...
EXECUTIVE SUMMARY           ::   PA G E 2OverviewThe popularity of social networks like Facebook and Twitter has transform...
EXECUTIVE SUMMARY               ::   PA G E 3A “Social 4-Pack” powers successful social network marketing.Given the emphas...
EXECUTIVE SUMMARY            ::   PA G E 44.	“Flawesome.” Operational and quality mistakes are bound to occur, but social ...
EXECUTIVE SUMMARY   ::   PA G E 5                                                                                         ...
Upcoming SlideShare
Loading in …5
×

How to Spread Brand Love Through Effective Use of Social Media

828 views

Published on

What’s inside
• The world of social media
is changing what a brand
means.
• A “Social 4-Pack” powers
successful social network
marketing.
• Restaurants can create
“brand love” for their
dining experiences.

Cecily Sorensen, Director of Communications, Firehouse Subs
Dan Kim, Chief Concept Officer & Founder, Red Mango
Brad Taylor, Vice President of Customer Marketing, Coca-Cola

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
828
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to Spread Brand Love Through Effective Use of Social Media

  1. 1. Executive SummaryHow to Spread BrandLove Through EffectiveUse of Social MediaOctober 17, 2012 What’s inside • The world of social media is changing what a brand means. • A “Social 4-Pack” powers successful social network marketing. • Restaurants can create “brand love” for their dining experiences. Sponsored by:Cecily Sorensen, Director of Communications, Firehouse SubsDan Kim, Chief Concept Officer & Founder, Red MangoBrad Taylor, Vice President of Customer Marketing, Coca-Cola
  2. 2. EXECUTIVE SUMMARY :: PA G E 2OverviewThe popularity of social networks like Facebook and Twitter has transformed themarketing landscape for restaurant operators. One-way mass marketing hasgiven way to close, even individualized, engagement with brands online, where“brand lovers” share their experiences with family, friends, and the world atlarge.For companies, social networks represent an enormous opportunity to tell theirstories and to enable customers to share and amplify theirs with Tweets, Pins,Instagram photos, and other multimedia content. In embracing social media,marketers must strive to remain responsive, upbeat, honest, concise, and true totheir brands.ContextThree experts discussed the impact of social media on restaurant marketing.Key TakeawaysThe world of social media is changing what a brand means.Prior to today’s audience of interconnected networks of consumers, the mediamarketing was one-way…from TV broadcast, to cable channel segments, to theintroduction of the internet. It’s no longer about messaging to your customers; it’s about correspondingNow, in the 2010’s, social networks are transforming the brand marketing and communicatinglandscape, replacing one-way broadcasts with many-to-many conversations, andsharing consumers’ personal experiences, both good and bad. And with them—andmeasurements are moving from media impressions to consumer expressionsthat have significant impact on the perception of brands with other consumers. sharing their stories. Brad TaylorAs a consequence, the very definition of a brand is shifting. Previously, a brandcould be defined as the sum of a product’s attributes: its name, packaging,pricing, reputation, and advertising. Today, a brand is: A collection of stories about the experience with your product or service that people share with their friends, family, and social networks.
  3. 3. EXECUTIVE SUMMARY :: PA G E 3A “Social 4-Pack” powers successful social network marketing.Given the emphasis on stories and sharing, Coca-Cola developed a set ofhallmarks for effective marketing in this environment—its “Social 4-Pack,” whichconsists of:1. Storytelling. Stories—from both companies and consumers—are the new and valuable marketing currency. Stories are so powerful because they represent the way people connect, remember, learn, and share. For example, Firehouse Subs focuses its brand marketing on its founders’ actual firehouse heritage, how their foundation has donated nearly $5.5 million to first responders, and the story behind the unusual datil peppers in its signature hot sauce.2. “Shareworthyness.” Beyond customer stories, marketing content aimed at The Firehouse social networks must be designed with sharing in mind. For example, Coca- Cola rigged a beverage vending machine to become a “happiness machine” Subs brand today by dispensing gifts, and then filmed customers’ spontaneous reactions. To date, this entertaining video has received more than 4.4 million views on is a collection of YouTube, driven exclusively by enthusiastic sharing. For Coca-Cola, “Share” button clicks (representing active expression) are more important than “Like” stories. It’s not a button clicks (representing simply an impression). Coca-Cola actually turned a beverage dispenser into a story. Its innovative theme; it’s the Freestyle™ dispenser lets customers choose from a selection of 125 branded drinks using a touchscreen, and even mix different flavors. The fountain has real deal. its own Facebook page where guests post photos and video with the Cecily Sorensen machine. Plus Coca-Cola provides a smartphone app that lets consumers locate the nearest unit. During the initial test in the Southeast, Coca-Cola teamed up with Firehouse Subs (which had a proprietary cherry limeade beverage) to create a tour bus that garnered press coverage.3. Listening. Social media obviously enables companies to listen for (and respond to) consumer complaints, but it is equally important to listen for opportunities. Red Mango, a chain of frozen yogurt and smoothie stores, noticed that its Facebook fans were posting smartphone photos of its stores’ frozen-yogurt products. The company leveraged this activity by featuring the best pictures on Pinterest, a popular online “corkboard” of favorite products, services, recipes, destinations, artwork, and other items. Each year since it was founded, Red Mango has continued to add social networks: what started with MySpace in 2007 has expanded to Facebook, Twitter, Yelp, Vimeo, Pinterest, Celebrate   Share  photos   Instagram, Tumblr, YouTube, Foursquare, and fans  &  brand   Google+. In addition to the company’s brand page on Facebook, every franchisee has its own page to focus on local conversations and Ask/answer   Connect   promotions. Along the way, the company has ques8ons   brand  lovers   grown to 200 stores and rates highly in consumer sentiment surveys.
  4. 4. EXECUTIVE SUMMARY :: PA G E 44. “Flawesome.” Operational and quality mistakes are bound to occur, but social networks enable companies to deal with them proactively and transparently. We use social By communicating directly with an unhappy consumer, marketers can often turn a critic into a fan. When confronted by a vocal “foodie” blogger in Las media as a central Vegas, for example, Firehouse Subs arranged a meeting with the company’s president during a visit to the city. His criticisms addressed, the blogger is hub through which now a booster of the restaurants. By the same token, when a customer’s complaint is ignored, it is more likely to be shared widely; social media is a everyone can powerful amplifier. communicate withBy connecting these social activities with conventional campaigns, marketersfind that return on investment is both substantial and straightforward to one another.measure. Red Mango embeds coupons in Tweets, for example, and then tracks Dan Kimtheir POS redemption. In support of local events like grand openings, FirehouseSubs posts VIP-only free sub offers in Facebook, then counts how manycustomers appear. In fact, Facebook provides a “Custom Audiences” tool thathelps companies match email lists with Facebook users for campaign purposes.Restaurants can create “brand love” for theirdining experiences.“Brand love” is “loyalty beyond reason,” when consumersgo out of their way to praise a product or service, purchaseit more frequently, and recommend it to their friends. Whatcan restaurants do via social networks to promote thispassion?• Stay positive. Keep all communication upbeat, and resist the temptation to respond defensively to an angry consumer. Coca-Cola has found that its Facebook fans deal effectively with negative posts.• Leverage multimedia. Foodservice is inherently visual, so restaurants have lots of potential video and photographic material, and they can encourage customers to upload their own. In an upcoming campaign, Firehouse Subs will give a dollar for every customer picture of its famous pickle barrel.• Keep it short. Maintain a consistent brand tone and be succinct. Include a question or other call to action in every post. Twitter is the ultimate platform for brief brand messages and near real-time conversation.• Be honest. When a mistake is made, admit it and move on. Trying to erase it from the Web will only backfire.• Be social. Communicate on all platforms every day, and mention partners whenever possible. Try to respond to all contributors, whether positive or negative. Red Mango has a four-member social media team that manages to respond to nearly every post.
  5. 5. EXECUTIVE SUMMARY :: PA G E 5 Cecily SorensonBecause dining is a social activity, it naturally lends itself to the immediacy and Director of Communications,fun of real-time smartphone Tweets and photo uploads. With social networks, Firehouse Subs of America Cecily Sorensen is the Director ofrestaurants enable a customer to extend and share his or her dining experience Communications for Firehouse Subs, onewith friends, family, and the restaurant operator. For Firehouse Subs, an online of the nation’s leading fast casualshare is essentially the same as a compliment or criticism delivered during a restaurant brands. Having worked inmeal, and it should be treated no differently. public relations for 11 years — agency and corporate, Cecily is a PR girl at heart. In addition to her leadership of public relations efforts for the brand, she directsOther Important Points the social media, guest services and internal communications strategies for• 140 characters. Search for #SpreadBrandLove posts at Twitter.com. the 525+ unit restaurant chain that Mr. Taylor’s Twitter feed is @bcoketaylor; Mr. Kim’s is @DanKimRedMango; specializes in steaming hot subs and @savinglives through the Firehouse Subs Ms. Sorensen’s is @cecilysorensen. Public Safety Foundation.• The Happiness Machine. Watch Coca-Cola’s viral YouTube video Dan Kim at bit.ly/S9j1dG. Founder and Chief Concept Officer, Red Mango Dan is a true entrepreneur, having taken an idea from his own kitchen table to the corner office and beyond. After thousands of recipe trials in his own kitchen, he perfected a healthy, all-natural frozen yogurt recipe in 2006. In 2007 Dan founded Red Mango. He is currently Red Mango’s Chief Concept Officer. Dan graduated from the UC Berkeley’s Haas School of Business and worked as an investment banker with Donaldson Lufkin & Jenrette and as a financial analyst with Deloitte. He also held jobs for a number of startups, including Stamps.com. Red Mango is the #1 Zagat-rated Yogurt & Smoothie chain in the United States and received both “Best Smoothie/Frozen Yogurt” and “Top Healthy Options within the Quick Refreshments Chains” awards in 2011. Brad Taylor Vice President, Customer Marketing, Coca Cola Company Brad Taylor serves as Vice President, Customer Marketing for the Coca-Cola Refreshments Division of The Coca-Cola Company in Atlanta. In this role, Brad leads a team of marketing professionals who provide strategic marketing support to the divisions’ largest chain customers in the Foodservice and On-Premise channels including restaurants, colleges and universities, at-work, malls, specialty retail stores, and other channels where Coca-Cola fountain or bottled beverages are bought and consumed one drink at a© Copyright 2012, Penton Media, Inc. All rights Reserved time.

×