Company bar 6.7.11

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Company bar 6.7.11

  1. 1. Company Bar<br />UWSMB Spring 2011<br />June 7, 2011<br />Elisabeth Naughton, Katie Riese, Melenie Yap<br />
  2. 2. Overview<br />Neighborhood bar with strong community ties<br />Alliances with local businesses and restaurants<br />Targets 25-45 year-old residents of White Center and surrounding areas<br />White Center residents are primary customers<br />Secondary customers see it as a “destination”<br />Community is proud and willing to support local businesses<br />
  3. 3. Objective and Goal<br />Goal: Increase customer traffic and sales at Company Bar.<br />Objectives: Increase weekly revenue by $2,000 over the next 4-6 months.<br />
  4. 4. Challenges and Opportunities<br />Company Bar currently has a presence on Facebook, Twitter and Yelp<br /><ul><li>Facebook
  5. 5. Fans: 657
  6. 6. Little engagement with fans
  7. 7. Yelp
  8. 8. 25 reviews
  9. 9. 3 ½ stars
  10. 10. No engagement
  11. 11. Twitter
  12. 12. Tweets: 12
  13. 13. Followers: 57
  14. 14. Following: 59
  15. 15. Lists: 6
  16. 16. Klout: 5
  17. 17. Retweeted3 others
  18. 18. No @ replies (very low interaction)</li></li></ul><li>Challenges and Opportunities<br />
  19. 19. Challenges and Opportunities<br />
  20. 20. Challenges and Opportunities<br />Overall sentiment is positive<br />Yelp has mixed reviews and is negative toward the service<br />Greatest engagement occurs on Facebook<br />Vocal reviews, both positive and negative on Yelp<br />Some Facebook engagement, but very little interaction with users<br />Little to no interaction on Twitter<br />Posts are almost exclusively from patrons<br />Experience at the restaurant is a popular topic<br />Interaction is largely commentingon posts<br />Seeing a recent increase in likes<br />Also increase in original posts<br />
  21. 21. Social Media Strategy<br />Use select social media channels to drive new and repeat customers.<br />Position Company Bar as a destination within the Seattle bar scene.<br />Use local influencers to serve as third party advocates and build buzz via Twitter and Facebook.<br />Increase awareness. <br />Associate Company Bar with other Awesomeness. <br />Encourage and reward direct action taken by customers.<br />
  22. 22. Social Channel Selection<br />Where is Company’s existing and potential clientele talking online?<br />What are they talking about?<br />Begin the ‘active listening’ process: Seattlites, 21-45 are tweeting, checking-in, searching for visual information and the recommendations of friends and trusted ‘experts’.<br />
  23. 23. Tools and Tactics<br />Twitter, Facebook, Yelp and Foursquare are four tools to use toward Company’s strategic goals<br />Reach the target 25-45 year old, social-media savvy, local demographic<br />Engage with audiences in pre-existing channels – they’re already there, so talk to them!<br />Reach out to influencers with interest in the Seattle bar scene<br />
  24. 24. Tools and Tactics<br />Invest in Hootsuite, and employ Google Alerts, to easily track your online conversations & mentions.<br />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.<br />Hootsuite<br />
  25. 25. Twitter<br />People are looking for you on Twitter! <br />Make sure you update your description to include as many people as you can. <br /><ul><li>Mention the Greater Seattle Area
  26. 26. Your Address & Phone #
  27. 27. Link your Facebook account
  28. 28. #tag your entry with relevant terms</li></ul>Make yourself easy to find! <br />
  29. 29. Twitter<br />Actively seek out influential Twitter accounts in the greater Seattle area. <br />Follow them, listen, and engage in the topics Company wants to talk about!<br />
  30. 30. Twitter<br />A starter list of accounts to follow:<br />http://twitter.com/#!/choicemorsel<br /> <br />http://twitter.com/#!/bonnevivante<br /> <br />http://twitter.com/#!/surlygourmand<br /> <br />http://twitter.com/#!/ChefReinvented<br /> <br />http://twitter.com/#!/lesliedines<br /> <br />http://twitter.com/#!/seattlefoodgeek<br /> <br />http://twitter.com/#!/YelpSeattle<br /> <br />http://twitter.com/#!/EATDRINKNW<br /> <br />http://twitter.com/#!/SeattleNightOut<br /> <br />http://twitter.com/#!/nwbeerguide<br />http://twitter.com/#!/SeattleHHGuide<br /> <br />http://twitter.com/#!/UrbanDrinksSEA<br /> <br />http://twitter.com/#!/SeattleMet<br /> <br />http://twitter.com/#!/JessVoelker<br /> <br />http://twitter.com/#!/gastrognome<br /> <br />http://twitter.com/#!/allisonscheff<br /> <br />http://twitter.com/#!/foodiecritic<br /> <br />http://twitter.com/#!/aBigMouthful<br /> <br />http://twitter.com/#!/franticfoodie<br /> <br />http://twitter.com/#!/nancyleson<br />http://twitter.com/#!/RebekahDenn<br /> <br />http://twitter.com/#!/tastebud1<br /> <br />http://twitter.com/#!/WasabiPrime<br /> <br />http://twitter.com/#!/knitpurl<br /> <br />http://twitter.com/#!/subpop<br /> <br />http://twitter.com/#!/kexp<br /> <br />http://twitter.com/#!/Seattleglobe<br /> <br />http://twitter.com/#!/RueSeattle<br /> <br />http://twitter.com/#!/dishinseattle<br /> <br />http://twitter.com/#!/DListMagazine<br />
  31. 31. Twitter<br />Twitter best practices:<br />Don’t be shy about conversing with and about your community. Take a few minutes each day to tweet and RT things of interest.<br />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.<br />Use pictures! Take pictures of your meals & drinks, offers, etc. and remember to #tag (#brunch, #seattle, #coolcocktail #awesome, etc)<br />Follow Friday (#FF) is a great way to mention engaged guests and local people/ events <br />
  32. 32. Twitter<br />Twitter best practices (cont.):<br />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.<br />Keep tweets short: Direct audience via bit.ly back to your Facebook for longer notes, menus, and photos.<br />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.<br />
  33. 33. Twitter<br />Using Twitter re: Company’s Goals and Objectives<br />Awareness: Aim to add 10-20 quality followers a week.<br />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.<br />Community: 400 – 500 followers is reasonable after 4-6 months. Be patient and consistent.<br />Presence: Achieve a notable, searchable presence in the greater Seattle, White Center, and bar/restaurant communities.<br />Impression / Association: Develop a shared visual impression of your food, clientele and interests by tweeting and retweeting others.<br />
  34. 34. Facebook<br />Align with key partners by “liking” them on Facebook and following them on Twitter (i.e. Seattle Weekly, The Stranger,etc.)<br />Create photo albums of food/drink served there, interior/exterior of the bar, friends/patrons of bar. Consider <br />Have a professional photographer take enticing photos of the finished bar.<br />Engage with Facebook followers by administering contests, such as “Name that cocktail”, or encouraging patrons to post photos of their meals.<br />Offer incentives to be retrieved at the bar.<br />
  35. 35. Instagram<br />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<br />Allows users to post photos of new dishes and specials<br />Foodtography is a rising trend and is most relevant to Company<br />Stream to Facebook and Twitter<br />
  36. 36. Yelp<br />Already an engaged audience that is not receiving acknowledgement from the restaurant<br />Need to monitor and actively respond to reviews<br />Actively monitor comments and reviews<br />Post responses to both positive and negative reviews<br />This is particularly important with negative reviews<br />Opportunity to right a wrong and demonstrate level of customer service<br />Demonstrate Company Bar’s service committment<br />
  37. 37. Foursquare<br />People who check<br /> into on Foursquare, <br />can engage followers <br />and they can leave tips <br />for others visiting the bar.<br />Publicize and encourage participation by posting Foursquare decals<br />Offer specials that drive customers from local area<br />Get a free appetizer on your first visit<br />Offer special that encourages repeat visits<br />Get a free dessert on your fifth visit<br />Offer a secret menu item for loyal customers (Mayor)<br />Get access to a special dessert when you check-in on Foursquare<br />
  38. 38. Content Calendar<br />Create a calendarto of what you will publish each day.<br />Use tools like Hootsuite to schedule your posts weekly<br />Include a specific call to action with each post<br />This encourages engagement and give users an opportunity to contribute<br />Offer a variety of engaging content that appeals to customers<br />Content doesn’t necessarily have to be related to the restaurant<br />It’s important to show the personality of the bar and it’s owners to easily relate and connect with customers.<br />
  39. 39. Content Calendar<br />Monday: Music Monday (music news/trivia, what is the bar currently playing?)<br />Sample: Now playing: Fleetwood Mac. What’s at the top of your playlist?<br />Tuesday: Trivia Tuesday (ask questions pertaining to your interests or the bar and offer a prize)<br />Sample: The predominant flavor in gin comes from what berry? First to answer correctly wins a free appetizer!<br />Wednesday: White Center Wednesday (spotlight community news)<br />Sample: Don’t forget to check out the White Center Art Walk this week! Who’s attending?<br />Thursday: Thirsty Thursday (drink specials)<br />Sample: $1 off all draft beers tonight when you mention you saw us on Facebook or Twitter!<br />Friday: Follow Friday (recommend others to your followers who you like and want to be affiliated with)<br />Our neighbors are awesome. Seriously. Check them out: (Links)<br />
  40. 40. Thirsty Thursday<br />Music Monday<br />Follow Friday<br />Trivia Tuesday<br />White Center Wednesday<br />Tweet Up<br />4th of July<br />Special<br />White Center Art Walk<br />Music Monday<br />Trivia Tuesday<br />Thirsty Thursday<br />Follow Friday<br />White Center Wednesday<br />Follow Friday<br />Music Monday<br />Trivia Tuesday<br />Thirsty Thursday<br />White Center Wednesday<br />Local musician performs<br />Thirsty Thursday<br />Follow Friday<br />Brunch special<br />Music Monday<br />Trivia Tuesday<br />White Center Wednesday<br />
  41. 41. Measurement and Monitoring<br />Track and measure revenue and number of customers<br />KPI of overall goals and objective<br />Monitor and measure quantifiable social media data using free tools<br />Facebook<br />Facebook Insights, including comments, likes, photo views<br />Twitter<br />Klout score – overall measure of engagement metrics<br />Number of retweets, @ mentions and followers<br />Hootsuite analytics<br />Foursquare<br />Number of check-ins, tips left, specials redeemed<br />Yelp<br />Review responses, customer referrals from Yelp<br />
  42. 42. Measurement and Monitoring<br />Relate social media metrics to revenue and customers<br />Distinguish between impressions and engagements<br />Impressions require consumers to have seen/read<br />Post views<br />Engagements require consumers to act on something they have seen/read<br />Comments, follows, @ mentions, RTs, reviews, likes, link clicks<br />Compare social media activity levels against revenue and number of customers over the next 4-6 months<br />Evaluate the most and least effective tools<br />How and where are customers engaging with Company Bar’s social media properties?<br />Adjust social media plan based on successes and failures over 4-6 month period<br />
  43. 43. Marketing Plan<br />Publicize social media presence on collateral & website<br />Use QR codes to provide direct link to Facebook, Twitter, Foursquare <br />Reward customers for engaging online through Foursquare specials, Facebook and Twitter promotions<br />Demonstrate a commitment to the online community by soliciting and incorporating ideas and feedback<br />Read and respond to Yelp reviews<br />Commit to community event once a month<br />Partner with neighboring organizations to cross-promote social media Fridays<br />Leverage partnerships for Follow Fridays, Facebook links, etc.<br />
  44. 44. Organizational Support, Policy and Training<br />Jesse is the personification of Company Bar<br />As the face of the restaurant, he also needs to be the voice<br />Mirror the tone of the customers engaging with the channels.<br />If passing off to employees, need to implement clear social media policy and standards<br />Establish explicit social media guidelines that lay out content calendar and engagement protocol<br />

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