Uploaded by22squared
Becoming a Top Brand on Facebook
Buffalo Wild Wings identifies word-of-mouth (WOM) marketing as crucial to its growth, emphasizing its role in building a social experience centered around sports, wings, and camaraderie. The document outlines strategies for leveraging social media, particularly Facebook, to engage fans, foster community connections, and increase restaurant visits and customer spending. Key tactics include listening to customer interests, setting benchmarks for engagement, and creating content that resonates with fans to drive conversation and advocacy.
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Becoming a Top Brand on Facebook
- 1. How uses to ignite WOM with help from Paul Freher Brandon Murphy Buffalo Wild Wings 22squared pfreher@buffalowildwings.com @brmurphy WOMMA Summit 11.19.10
- 4. But, we are... Kindasmall Not ubiquitous Have low(er) awareness levels
- 5. Fast Growth OverPast 6 Years 800 Number of Restaurants 672 544 416 288 160 2004 2005 2006 2007 2008 2009 2010 YTD End of Year Restaurant Counts
- 6. We’re a WOMBrand. WOM has been key to our growth and success.
- 7. Buffalo Wild Wings... WINGS BEER SPORTS
- 8. Buffalo Wild Wings... Social Experience WINGS BEER SPORTS
- 9. Buffalo Wild Wings... A place of... Camaraderie Banter Competition Connection
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- 11. Marketing facilitates the socialexperience for sports fans
- 12. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join Advocacy Loop
- 13. Moles that extendthe game... Awareness Consideration Decision/Use Retention/Loyalty Fan/Join Website, games and Buffalo Circle Program National Television Campaign Program integration (Jimmy Kimmel, ESPN) Digital campaigns and applications Advocacy Loop
- 14. An experience thatencourages interaction Awareness Consideration Decision/Use Retention/Loyalty Fan/Join In-store events - draft parties and challenges Website, games and Buffalo Circle Program National Television Campaign *A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc. CHALLENGE Program integration (Jimmy Kimmel, POP Materials ESPN) Digital campaigns and applications Mobile Invitation Campaign Advocacy Loop
- 15. A community thatengages advocates Awareness Consideration Decision/Use Retention/Loyalty Fan/Join In-store events - draft parties and challenges Website, games and Buffalo Circle Program Facebook apps National Television Campaign *A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc. CHALLENGE Celebrity engagements on Facebook Facebook Community, Program integration Brackets and (Jimmy Kimmel, POP Materials Fantasy ESPN) League Play Digital campaigns and applications Mobile Invitation Campaign Advocacy Loop
- 16. Our Strategy: Extend the social experience outside of the restaurant
- 17. Be strategic, 1 not just experimental What role does Facebook play for you in the context of other communications? Does it extend your value proposition, or is it another channel? With whom are you trying to develop a relationship?
- 18. Listen to whatthey 2 want to talk about It’s their platform, you’re a guest.
- 19. Look for sharedpassions
- 20. Football and Basketball Teamsand rivalries Wings and beer Escape from real life Sauces and flavors Fandom and competitive spirit
- 21. Look for Listen engagement everywhere insights: you can: Content type Your Facebook page Post frequency Their Facebook pages Time of day Twitter activity Day of week Other brand’s Facebook pages
- 22. 3 Have agoal and establish some important benchmarks http://www.flickr.com/photos/villasams/
- 23. 1991435 Fan Growth 143298 Aug 09 Aug 10 Increase organic impressions Increase average feedback rate Improve active fan ratio Optimize paid & organic likes Gain more coupon redemptions Get more fan-generated content
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- 25. Celebrate milestones by thankingyour fans.
- 26. 4 http://www.mayforth.com/talk_to_me/ttm_opener.htm Have a conversation strategy, not a marketing strategy or a “CRM strategy.” It’s more like an ARM strategy (Advocate Relationship Management).
- 27. Conversation Math Word + Assets + Time + Topic = Interactions Count http://techcrunch.com/2010/04/22/facebook-edgerank/
- 28. Word Count 7000 6,404 Avg. Interactions 5600 4200 2800 1,580 1400 629 432 355 0 <10 (11) 10-19 (7) 20-29 (5) 30-39 (3) >=40 (2)
- 29. Post Type 6000 5841 Avg. Interactions 4500 3000 2021 1500 995 769 910 530 0 Text Photo Text Link Photo Link Video Poll
- 30. Best Time 2:00 PM -4:00 PM
- 31. 80/20 Rule People Brand Misc. Sports Wings Trivia Humor Content Calendar
- 32. 5 Post likea friend, not a brand Today’s a great day to try some delicious wings from Buffalo Wild Wings. Brand Friend we call it the art of un-copywriting.
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- 38. 6 Recognize your fans’ awesomeness
- 40. 7 Good content helps drive good conversation. Use engagement assets from websites and microsites as a means to spark and create conversation on Facebook.
- 41. 7 Good content helps drive good conversation. Fantasy Pick ’em Influencer content
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- 44. 8 Leverage POEM to drive growth of your fan base. PAID OWNED EARNED
- 45. Combine the efficiencyof marketplace ads with the effectiveness of homepage units. ROS Units Homepage Units Helps to increase and sustain your baseline of likes during off-times.
- 46. 9 De neSuccess Know when you’ve done well. Before: 1 post generated an average of 75-100 comments After: 1 post generated an average of 1,500-3,000 comments Listen & Learned Engaged & Activated
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- 48. Average Impressions/Month 1400000 1200000 1000000 800000 600000 Dec 09 Jan 10 Feb 10 March 10 April 10 May 10 June 10 July 10 Aug 10
- 49. 10 De neValue Know that it’s making a difference. BWW Facebook fans visit more often and spend an average of $616 more per year than our typical customer.
- 50. 10 De neValue Know that it’s making a difference. Social media tactics generate nearly 2.5 times more offline and online brand conversations than non-social tactics. They also yield 4X as many influenced purchases. Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- 51. 1. Be strategic, not just experimental 2. Listen to what they want 3. Have a goal, set some benchmarks 4. Develop a conversation strategy 5. Post like a friend, not like a brand 6. Recognize your fans’ awesomeness 7. Use good content to drive conversation 8. Leverage POEM to grow likes 9. De ne success, know when you did well 10. De ne value, and make a difference
- 52. THANKS Paul Freher Brandon Murphy Buffalo Wild Wings 22squared pfreher@buffalowildwings.com @brmurphy
- 53. Notes Key Partners Things we’re exploring Facebook Places & Deals Facebook Groups Things we’ve tested Wall Coupon Applications