Knight Center Social Media Strategy
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The Knight Center is a hotel, conference center, and dining facility on the campus of Washington University in St. Louis. They own and operate a franchise of Einstein Bros. Bagels, also located on campus. After noticing a void in The Knight Center’s social media presence, General Manager Gene Castellitto brought in our Management Communication group to create a marketing plan focusing on using social media. We propose that The Knight Center should implement Bonfyre, a geo-location application, Twitter, and Facebook as part of its social media strategy to boost its online presence.
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Knight Center Social Media Strategy
- 1. Check In to Social Media to Check Out Your Full Potential! Melanie Gatewood, Jonathan Jebson, Eve Josephson, Julia Millot and Amrita Sengupta!
- 2. What’s the Deal with Social Media?! O 400 million active Facebook users ! O 70% of small business owners use Facebook for marketing! O 55 million tweets per day on Twitter! O 56% of people who check Facebook or Twitter multiple times a day use a mobile device! Source: Mashable
- 4. How Do We Move Forward?! BONFYRE! TWITTER! FACEBOOK! Check In To Social Media to Check Out Your Full Potential!
- 5. Bonfyre! O Over 1,200 registered users at Wash U! ! O Nearly 10,000 Wash U check-ins! O Check-ins at venues with specials have increased tremendously! O Chill: 12 check-ins before, 100 check-ins after!
- 6. How to Use the Application!
- 7. Engaging Users Through Mobile Apps! O Weekly Specials! O Knight Center: Check in at Dining Room, Get 10% off your meal!! O Einstein’s: Check in during Happy Hour and get $1 bagels!!
- 8. How Do We Move Forward?! BONFYRE! TWITTER! FACEBOOK!
- 9. Jumping on the Twitter Bandwagon! O Separate Twitter accounts! O @WashUEinsteins! O @cf_knightcenter! O Change the tone of tweets! O Tap into local markets! ! !
- 10. Becoming a Twitter Expert! O Trending Topics! O #EBB! O #STL! O #CFKC! O #rightnextdoor! ! O “ReTweeting”! O @ Mentions! !
- 13. How Do We Move Forward?! BONFYRE! TWITTER! FACEBOOK!
- 14. 1) Increase “Likes”! ! 2) Engage Users!
- 15. Increasing “Likes”! Facebook Ads! ! • Reach = 6,000 ! • CPC = Cost per Click! • CPI = Cost per Impression! Splash Page! ! • Can achieve over 90% increase in likes! • Zero cost!
- 16. Engaging Users! O Tag, tag, tag!! ! O Sweepstakes! ! ! O Reward Re-Posts! ! O Get Personal with WashU! !
- 17. Implementation! O HootSuite! O Social Media Dashboard! O Tracks Return on Investment! O Hiring Social Media Intern! O Manage Facebook and Twitter accounts!
- 18. Conclusion! O Bonfyre! O Newest local technology craze! O Positive reinforcement! O Twitter! O Focus on two target audiences! O Effective use of humor! O Optimizing business connections! O Facebook! O Einstein & Dine! O Up to date events and specials! O Staying present in consumers’ minds! ! BONFYRE TWITTER FACEBOOK
- 19. Check In to Social Media to Check Out Your Full Potential!