Gavin Baker is the social media manager for Ruby Tuesday, Inc. Ruby Tuesday is a restaurant chain founded in 1972 with over 900 locations worldwide. Baker discusses how social media enables word-of-mouth marketing on a massive scale, with customers talking online about their dining experiences at Ruby Tuesday locations. He emphasizes the importance of listening to what customers say and responding to maintain positive engagement.

1. Hi, I’m Gavin
Gavin Baker Social Media Manager
Ruby Tuesday, Inc. @gavinbaker
gbaker@rubytuesday.com gbake.com
Business and Social Media
10 28 09 // #LKSM101

2. INTERACTIVE

3. BACKGROUND
• Founded in 1972
• 901 Locations Worldwide
• 845 US locations (672 Company
Owned)
• 140+ million guests each year

6. • Largest Stadium in North America
- 107,282 seats
• Annual Ruby Tuesday guests
would fill 1,301X

7. LOCATIONS

8. METHOD
Awareness Engagement Traffic

9. MENTIONS EVERY MINUTE

10. 849 MEMORIES
• twitter search result page
• yelp mentions

11. 1,000’S OF OCCASIONS

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gavinbaker / gbake.com /

13. LISTENING

18. Social media enables word of mouth
on steroids

19. THEY TALK ABOUT..

20. THEY TALK ABOUT..
What they ate/drank

21. THEY TALK ABOUT..
What they ate/drank
If they are coming/going

22. THEY TALK ABOUT..
What they ate/drank
If they are coming/going
If they had great/poor service

23. THEY TALK ABOUT..
What they ate/drank
If they are coming/going
If they had great/poor service
If their server is/was attractive/ugly

24. RESPONSE

25. “As companies accelerate their social support
efforts, responding to customers in public
reinforces the behavior of complaining to
everyone they know”
- Jeremiah Owyang, Altimeter Group

26. ORGANIZED
VS.
“Social media lands in the hands of
communications in 50-60% of companies, 25%
put it in marketing, and in the rest it's wherever
the original evangelist works."
-Andy Sernovitz, GasPedal

28. REFERENCES
• http://en.wikipedia.org/wiki/List_of_stadiums_by_capacity
• http://www.flickr.com/photos/alish863psu/3074250291
• David Armano - http://www.flickr.com/photos/7855449@
• http://www.flickr.com/photos/54732467@N00/591447706/sizes/o/
• http://www.flickr.com/photos/d_vdm/1599857462/sizes/o/
• Emarketer - http://emarketer.com/article.aspx?R=1007349

29. Thanks, ask away!
Gavin Baker Social Media Manager
Ruby Tuesday, Inc. @gavinbaker
gbaker@rubytuesday.com gbake.com
facebook.com/rubytuesday
Business and Social Media
10 28 09 // #LKSM101