Crazy Harry's social media project
- 1. Saif Newaz Social MediaMarketing Teri Thompson
- 2. Crazy Harry’s Bar VastBeer and Wine selection • 30 different beers • New beer every week Gourmet bar food • Jalapeño poppers wrapped in bacon • “Best burger in the valley” Friendly/ knowledgeable staff Small, cozy atmosphere 5 star rating on Yelp
- 3. Competitors • Yard House Huge beer selection Neighborhood Bars Extensive menu TVs EVERYWHERE • Instant Replay Strong Social Media – Hard liquor presence – Cheaper prices – Loyal customers • Stovepiper Lounge – Dance floor/Jukebox – Accommodates up to 100 people
- 4. Social Media Assessment •No Twitter Presence!!! • Facebook page – 140 million active users – 161 likes – Free! – 300 check ins – Listen in on – Updates about once a conversations week • Announce new menu items • New beers on tap • No other Social Media presence http://en.wikipedia.org/wiki/Twitter
- 5. NEED TO DEVELOPA PERSONA
- 6. Listening Campaign Hootsuite Searches • People share details of beer they drink- the type, taste #Beer • Check in location #Gastropub • Sentiment is very casual • Spike in activity over weekend, #Happy hour during sporting events #Bar • Tag friends #Pub #CSUN
- 8. Social Media Campaign • Target Demographics – Mostly men age 21-33 – Somewhat educated – Mid to higher income levels – Mostly White/Latino – Pierce College and CSUN students • 98% of college students use Facebook • 84% of college student have a Twitter account • Opportunities – Recession forcing many people to go back to school (CNN Money) – Baseball season/NBA Playoffs begin http://www.cnn.com/2011/10/20/tech/social- http://money.cnn.com/2009/01/27/ne media/universities-social-media/index.html ws/economy/job_retraining/index.htm
- 9. Social Media Campaign • Instagram – “Instagram has become a vital form of expression to users in the college community and beyond because of its easy and fun way to post photos.” – USA Today • LivingSocial – College students are notoriously known for wanting to save money • Foursquare – With over 15 million people in the foursquare community, it’s a great way to grow your business. https://foursquare.com/business/m http://www.usatodayeducate.com/staging/index.php/ccp/instagra erchants/specials m-provides-unique-form-of-expression
- 11. Social Media Strategy Objectives o Gain 300 likes on Facebook • 4 month Summer Campaign o Increase mentions by 20% on – Supplement Traditional Marketing Twitter plan o Increase number of retweets and • Magazines/newspapers/flyers @replies on Twitter by 20% o Acquire 300 followers on Twitter • Goal and Instagram – Increase store sales by 25% o Identify top 5 influencers on through social media platforms Twitter – Become #1 bar at CSUN o Successfully launch LivingSocial – Offer customers Food and drinks promotion they like o Announce 2 Foursquare specials
- 12. o Offer $20of goods for $10 • Post at least 3 original updates per o 87% of users plan to return again month o Members are younger, richer and • Tweet and RT about beer and wine better educated (LivingSocial) • Take polls, ask questions • Announce specials and promotions • Semi-social persona • Follow beer advocates and determine influencers: @DrinkCraftBeer @BeerAdvocate @BeerMag @BeerUniverse @MicroBrewGuru http://streetfightmag.com/2011/09/06/daily-deals-to- https://getfeatured.livingsocial.com/getfeatured/us target-college-students/
- 13. o Check-in specialsunlock every check in o Can be customized o Rewards users for routine check-ins o Newbie Special unlock on user’s first visit o Drives new traffic to business (Foursquare Support) http://support.foursquare.com/entries/481480-what-are- foursquare-specials
- 14. • Increase poststo at least 3 Include tags such as #beer, #pub, #Harry's times a week etc. • Post photos of drinks, food, customers (with permission), tag them • Take polls, ask questions, use humor
- 16. Marketing Strategy June July August September Social Media Facebook Twitter Instagram LivingSocial Foursquare Traditional Flyers Magazine Ad Newspaper Ad
- 17. Social Media Persona •College guy who speaks on behalf of Harry • Harry is an older guy who knows a lot about beer and wine • Doesn’t really know how to use a computer • He does funny, silly things
- 18. Content Calendar 8-Jun 2-Jul 9-Aug 1-Sep Message Link 8:30am 3:30pm 8:30am 3:30pm 8:30am 3:30pm 8:30am 3:30pm Moderate drinking can be good for you. Harry is a very healthy man. Medical Xpress x x x x Harry doesn’t know how to use a Smartphone, but you do. Download the Foursquare app. Foursquare page x x x x Download the Foursquare app and take Harry’s money. Foursquare page x x Harry wants to arm- Instagram photo of wrestle you. Harry's lack of biceps x x Harry isn't working on Labor day. But then again Harry hasn't worked in 25 years. x x
- 19. Hootsuite Analytics Build CustomizedReports • Twitter • Facebook insights – Track followers – Track likes – Clicks by region – Study demographics – Top referrers – Page activity – Post feedback 5.99/Month
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