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Rockbot - Buffalo Wild Wings Case Study
The document discusses local social media strategies used by Buffalo Wild Wings franchisees to enhance brand awareness in new markets. It outlines five effective tactics, including engaging with community groups, prioritizing local content, and leveraging relationships with competitors. The findings suggest that local social engagement is crucial for restaurants to establish themselves and grow customer loyalty in unfamiliar territories.
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Rockbot - Buffalo Wild Wings Case Study
- 1. ROCKBOT.COM SHARE THIS WHITEPAPER USING LOCAL SOCIAL TOLAUNCHYOURRESTAURANTBRANDINNEWMARKETS HOW ONE BUFFALO WILD WINGS® FRANCHISEE UTILIZED LOCAL SOCIAL MEDIA TACTICS TO PRODUCE THE MOST SUCCESSFUL OPENINGS OF THE ENTIRE CHAIN
- 2. ROCKBOT.COM SHARE THIS WHITEPAPER THE ROCKBOT INSIGHT THE QUESTION AT HAND Going from zero to brand awareness in a new market presents a challenge for any restaurant brand–whether you’re a new fast casual concept tackling a new city or a surging enterprise entering a new region of the U.S. INSIGHT Rockbot analyzed the tacJcs of top-‐performing Buffalo Wild Wings® franchisees to find that five hyper-‐local and unconvenJonal social media tacJcs accelerated brand awareness in new markets. 1. THINK LIKE AN SMB. Partnering with community groups, from liRle league teams to university student clubs, reaches local consumers in authenJc contexts and provides custom social media content. 2. COMMIT TO LOCAL-‐FIRST CONTENT. PrioriJzing local-‐specific content on social media over naJonal brand messaging increases consumer sharing. 3. BEFRIEND YOUR COMPETITORS ONLINE. Take the high road and menJon/tag/retweet other restaurants in the area. Make it clear you’re invested in being part of the community and that you’re there to stay. 4. MAKE YOUR REGULARS FAMOUS. Your loyal customers are the most willing to share online. Spoil them with shout-‐outs & rewards on social and watch your brand spread across their networks. 5. TRAIN YOUR STAFF LIKE A STREET TEAM. Task staff with recruiJng on-‐premise guests to your online channels. StarJng the consumer relaJonship with an in-‐person experience will boost social media engagement later.
- 3. ROCKBOT.COM SHARE THIS WHITEPAPER IS LOCAL SOCIAL AN OPPORTUNITY? WE THINK YOU’LL AGREE. Over 51% of adults are learning about new local restaurants online – as opposed to tradiJonal channels like newspaper (31%) and TV (8%). However, just because the acJon has shibed to search and social, does not mean it’s shibed away from local. Over half of adult consumers (52%) are more likely to eat at a restaurant that supports their community. Does this mean hometown SMBs have an inevitable advantage when it comes to customer loyalty? Or does it simply present an opportunity for enterprise brands to reach consumers at the local-‐online intersecJon? Since restaurants will spend 69% more in 2014 on locaJon-‐based markeJng, local social may be emerging as a major opportunity for brands to win awareness and loyalty in new local markets.
- 4. ROCKBOT.COM SHARE THIS WHITEPAPER Restaurant brands face a difficult markeJng quesJon in whether or not to uJlize local social media channels on Facebook and TwiRer (e.g. an “Applebee’s Downtown San Francisco” page, in addiJon to the primary “Applebee’s” naJonal brand page). According to NaJon’s Restaurant News and the Restaurant Social Media Index (February 2014) produced by Paul Barron’s DigitalCoco, the following brands rank highest among all fast casual concepts uJlizing social media. Buffalo Wild Wings®, Hard Rock Café® and Smashburger® are among those currently uJlizing regional or locaJon-‐ specific pages – to varying degrees – to engage customers with hyper-‐local content. Smashburger®, for example, maintains a strictly naJonal Facebook presence, while uJlizing TwiRer for naJonal and local pages. LOCAL PAGES IN FAST CASUALTO USE LOCAL BRAND PAGES OR NOT TO USE LOCAL BRAND PAGES—THAT IS THE QUESTION. SEE HOW THE TOP FAST CASUAL BRANDS ON SOCIAL ARE ANSWERING IT. TODAY
- 5. ROCKBOT.COM SHARE THIS WHITEPAPER THE B-DUBS® LOCAL FORMULA B-‐DUBS® FRANCHISEES CRACK THE CODE Buffalo Wild Wings® is ranked one of today’s top restaurant brands on social, and the brand’s franchisees are tweeJng to the beat of a different drummer. BriJany Ward, VP of MarkeQng for B-‐Dubs® franchisee Screamin’ Hot Concepts, reports that the following local social media tacJcs have produced their most successful openings and helped to accelerate brand awareness. 1. PARTNERS. “In new ciJes, we partner with chambers of commerce, sponsor local university clubs and ask other local groups to introduce us to the community and collaborate with us on social.” 2. CONTENT. “What would you talk about with your neighbors? Social content about local events, people or organizaJons resonate more. Create fun posts to repeat each week -‐ showcase an employee, feature a customer, and hype up a local sports event.” 3. WHAT COMPETITION? “Don’t be afraid to ‘Like’ and follow pages of other local vendors and area restaurants to show your connecJon to the community. Tweet at them publicly so they can respond and consumers can see the relaJonship.” 4. CUSTOMERS. “Remember that you’re targeJng the very customers who walk through your doors. Celebrate them! Some of our regulars get their own B-‐Dubs® birthday cake and we post a photo of the cake on social, so they can share with their friends.” 5. STAFF. “Our employees would also be our customers. They mirror what our guests’ buying decisions would be. Allow them to share their favorite menu items online. Have them recruit customers to follow your social channels.”
- 6. ROCKBOT.COM SHARE THIS WHITEPAPER SUN Hype up an event or acJvity your fans are likely thinking about. Example: Sports MON Give a few loyal customers (or your enJre city) a big local shout-‐out. TUE Promote a giveaway, contest or event that’s only available at your local store/s. WED Remind everyone of an exclusive special you’re only running at that locaJon. THU Partner with a local spokesman who your fans love and feature them in your posts. FRI Remind fans of a weekly acJvity at your locaJon (karaoke, trivia, Rockbot night, etc.) SAT Switch to naJonal messaging with a fan-‐favorite menu item to rally everyone behind your brand. SAMPLE TEMPLATE: POSTING LOCAL CONTENT ON SOCIAL MEDIA
- 7. ROCKBOT.COM SHARE THIS WHITEPAPER SUN Hype up an event or acJvity your fans are likely thinking about. Example: Sports MON Give a few loyal customers (or your enJre city) a big local shout-‐out. TUE Promote a giveaway, contest or event that’s only available at your local store/s. WED Remind everyone of an exclusive special you’re only running at that locaJon. THU Partner with a local spokesman who your fans love and feature them in your posts. FRI Remind fans of a weekly acJvity at your locaJon (karaoke, trivia, Rockbot night, etc.) SAT Switch to naJonal messaging with a fan-‐favorite menu item to rally everyone behind your brand. BLANK TEMPLATE: EASY TO PRINT & SHARE WITH YOUR SOCIAL TEAM
- 8. ROCKBOT.COM SHARE THIS WHITEPAPER EASY NEXT STEPS THREE THINGS YOU CAN DO RIGHT NOW TO CONVERT THESE INSIGHTS INTO ACTION. 1. Email your markeQng lead and ask about how your brand is uJlizing local social media. 2. Think of the next 3 markets or ciJes on your roadmap. What is your brand awareness like there? 3. Share the tacQcs on slide 2 with your social media managers and ask for their feedback.
- 9. ROCKBOT.COM SHARE THIS WHITEPAPER THANK YOUWe hope the ideas presented in this report on local social media strategy sparked even beRer ideas of your own. If you haven’t seen how Rockbot is changing the restaurant industry and engaging today’s generaJon of customers, we invite you to see it for yourself. “The most disrupQve and relevant new music soluJon for today’s mobile and social world.” – FastCasual.com “Rapidly innovaQng outdated background music in restaurants with an exciJng, social experience for customers.” – Na.onal Restaurant Associa.on Learn more about Rockbot at rockbot.com/business/enterprise. Rockbot blows your customers’ minds and gets them sharing your brand on social media. We replace the old “background music” in restaurants with a social music experience that engages today’s smartphone customers, increases social media buzz, and drives customer dwell Jme. WHAT IS ROCKBOT