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Social Media for small business

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Social Media for small business

  1. 1. Social Media Engagement in Small-to-Medium Enterprises: The Case of Scotty’s Brewhouse<br />Sarah Cox<br />
  2. 2. TOPIC<br />Engaging customers has the ability to produce word of mouth success<br />Small businesses can receive positive brand exposure via followers and mentions who microblog about the business<br />
  3. 3. PURPOSE<br />Social media allows businesses to take their brands in directions not possible before<br />Businesses now have the ability to engage with customers at a more meaningful level<br />RQ1: On what social media platform does most of the conversation about Scotty’s Brewhouse take place?<br />RQ2: Is this engagement driven by the company’s efforts or by the public?<br />
  4. 4. RESULTS<br />Conversation over 1 month<br /><ul><li>82.6% Micromedia
  5. 5. 9.5% Blogs
  6. 6. 5% Facebook
  7. 7. < 1% each type remaining</li></li></ul><li>RESULTS<br />Why?<br />
  8. 8. RESULTS<br />4sq Check-ins<br />
  9. 9. RESULTS<br />4sq tweets accounted for 55% of posts<br />What about the remaining 45%?<br />
  10. 10. RESULTS<br /><ul><li>3 of Scotty’s Brewhouse Twitter accounts were in the top 5 influencers on Twitter
  11. 11. 67 out of 305 posts from Scotty’s
  12. 12. Roughly 21% of total posts</li></li></ul><li>IMPORTANCE<br />There is two-way conversation<br />Scotty’s Brewhouse isn’t simply pushing out information<br />Positive brand exposure via followers and mentions who microblog about the business<br />
  13. 13. RELEVANCE<br />Engaging customers has the ability to produce word of mouth success<br />Offering promotions and deals motivates brand loyalty<br />Through the use of Twitter, consumers generate new business and promote the restaurant by retweets and mentions<br />

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