Go Where The People Are
•Download as PPTX, PDF•
1 like•491 views
As the Social Media Manager for Houlihan’s Restaurants, Faryle Scott (@faryle) manages all aspects of social from strategy and content creation to online reputation management for 90 restaurant locations across the United States. Prior to joining the Digital Team at Houlihan’s, Faryle found her love for social media first at Sunflower Publishing and then RED Development in their Marketing Departments. Go where the people are. You don’t always have to reinvent the wheel for a successful social campaign. Attendees will learn how joining a conversation that your audience is already participating in can create word-of-mouth advertising as well as shift part of the conversation to highlight your brand. With a bit of innovation (and some fun swag), become a part of the convo.
More Related Content
Viewers also liked
Viewers also liked (11)
Similar to Go Where The People Are
Similar to Go Where The People Are (20)
More from Social Media Club of Kansas City
More from Social Media Club of Kansas City (20)
Recently uploaded
Recently uploaded (20)
Go Where The People Are
- 2. * Houlihan’s Restaurant + Bar * J. Gilbert’s Steakhouse * Bristol, Devon and Chequers Seafood & Grill *
- 3. • 90 locations between all concepts • 30% corporate, 70% franchised
- 10. Don’t be the awkward party guest.
- 11. People are already talking about Happy Hour {Over 1 million weekly conversations on Twitter alone around Happy Hour}
- 21. Five $100 Houlihan’s Gift Cards each week
- 27. Wins • Highest organic reach of any campaign with paid amplification to reach over 1 million people • Trended organically on Twitter on campaign kick-off day • Most ever comments on a Facebook and Instagram post • 6,347 entries throughout the month • 12.4% increase in Twitter followers and 26.6% increase in Instagram followers
- 28. Shark Week is one of the biggest weeks on social media of the entire year. The hashtag #SharkWeek gained more traction than #Superbowl in recent years.
- 29. Offer for Limited Time
- 30. Joined the conversation by offering a limited time only Shark and Awe Long Island Iced Tea that drove traffic into the stores. Sold out in two days in 2014. We were a little more prepared for 2015.
- 31. Sneak Peeks Get People Excited
- 34. Use All Real Estate
- 43. Send a fan + guest to Alamo Drafthouse’s Jaws on the Water event near Austin, TX
- 44. Wins • Sold out of Shark and Awe garnish in a few days both years • Grew network of influencers through blogger partnership • Fans posting pictures with their sharks on the interwebz
Editor's Notes
- Text Color: 4E8687 Background Color: F4F3EE
- Opened first restaurant in 1972 on the Country Club Plaza in Houlihan’s Men’s Store – called ourselves Houlihan’s Old Place American Polished Casual Dining Experience Have always strived to be innovative and progressive In-House team that works together on brands Look at trends happening in our space from food and drink to design Track what our guests are saying and take that into consideration as we build and evolve menus (Goat Cheese & Artichoke Popper example) In-house Test Kitchen where all recipes are testing, tried and updated
- Evolution of Brand Voice Aware Savvy Sharp-Witted Sarcastic Current We love us some puns Evolution and keeping a fresh brand voice and feel as well as continue to strive for innovative menus and offerings
- What we are about: quality food & drink
- Want to share behind the scenes happenings around Hou HQ Test Kitchen Photo Shoots Head Chef Marketing Team
- You don’t want to be the party guest that awkwardly joins a conversation already in progress Needs to be genuine and not forced
- Between January 1st and June 30th, there were over 350 organic mentions of Houlihan’s + Happy Hour on Twitter
- Keep it fresh. Keep them interested.
- Objectives: Engage consumers by motivating them to answer weekly questions for a chance to win a prize Increase awareness about Houlihan’s Happy Hour Keep Houlihan’s top of mind when making HH choices
- Week One alone had over 2,000 comment (the most we had ever had on a single Facebook post)
- Social isn’t about talking AT people. It’s about talking WITH them. Yes, we use social to advertise. We use it for customer service. But when it comes to the bread and butter, we want to be having conversations with our audience and potential audience
- While this campaign was about engagement, to actually be able to see a sale is pretty awesome
- Shark Week has been around since ___________. Aware that at some point this event will probably jump the shark (pun intended) but for now, people are still talking about it and getting excited each year. We will ride that wave (I told you, we love puns) until we can’t anymore. Objectives Take advantage of an already popular topic and join the conversation Two Part Goal Engagement around content Encourage in-store traffic with LTO https://www.spredfast.com/social-marketing-blog/shark-week-engages-viewers-more-social-chomp http://deadline.com/2013/08/shark-week-nets-biggest-crowd-ever-in-opening-but-some-obsessives-attack-discovery-over-kickoffs-fake-documentary-557146/
- Urgency and timeliness encourage action.
- Email PR Influencers – bloggers in specific markets