Night Owl Hookah Lounge seeks to engage customers through social media by starting conversations, generating interest and excitement, and valuing customer opinions. The document provides examples of social media strategies like hosting photo contests on Flickr, using location-based deals on Foursquare, and creating "How-To" instructional videos for YouTube to engage customers in a two-way dialogue and build brand loyalty. It emphasizes the importance of listening to customers, experimenting with different strategies, and focusing on the customer experience.

1. Night Owl Hookah Lounge
meets
Social Media
creates
ENGAGEMENT

2. OUT with the OLD, IN with the NEW
Businesses are in the midst of a major paradigm shift in terms of
communicating with consumers.
New Media has tore down the classic model of the Business-to-
Consumer relationship and is now paving the way for new models,
using consumer-driven marketing strategies.
Old Top-Down model New Conversation model
Business
Business Consumer
Consumer

3. Social Media ? Engagement
Okay, so we know we have to start a conversation with
consumers…but how, when and where?
Simply talking to consumers isn’t enough to engage them;
engagement is a 2-way street. Generating interest & excitement, as
well as valuing and acknowledging consumers’ opinions is what
cultivates a meaningful conversation.
Interest
Excitement
Value
Conversation

4. A few ideas…
Get your message out.
Start a conversation.
Bowl of the Week: Facebook Questions: Flickr- Customer
Customers decide what Consumers vote on favorite generated photo
flavors are discounted flavors, contests, and more! contests
Location-based Twitter - news
How-to- marketing – source, event info,
Hookah videos Foursquare/Fac
deals and giveaways
ebook Check In
Blogger reviews Hella Hookah Deals Game-Day
Buy 2, get 3rd free! Hookahs!
Homework
Hookahs half-off! Build-a-Bowl
combo contest!

5. A few ideas…
Get your message out.
Start a conversation.
• Well planned, measurable videos • 30/60 second spot
• Draw viewers in by tugging on an • Music and comedy show events
emotion • Integrate new branding motto’s – “Hey, I’m
• Follow your brand’s personality ‘Jeff’ and I’m a Night Owl” or “Hoot”.
“35 hours of video content uploaded to YouTube every
minute, so the competition for eyeballs is intense.”
“Try using social networks like Facebook and Twitter to get
your social strategy started — then promote your video
using those vehicles.”
“Any brand, large or small, can score a hit in social video.”

6. Seeing it in action
Video & Pics
How-to-Hookah videos
Produce quality content and information
that your customer base can use and
appreciate.
Add talented customers into the mix by
featuring them in How-To videos OR
consumer-made contest videos-- people
love recognition & validation - turn them
into valuable brand ambassadors.
Music & Comedy events
Video is viewers’ #1 way to absorb information.
Generate excitement by capturing action &
emotion on video.
Also, post snap-shots of events and genuine,
everyday excitement of consumers.

7. Seeing it in action
Marketing campaign
Start with Promote Engage
an idea that Idea consumers
Build-a-Bowl
Competition “Our shisha, your bowl. The winning
Vote on your
blend is permanently added to our
favorite blend!
menu! Be a part of the Night Owl
Hookah Lounge!” – Generate
excitement and discussion
Create
brand loyalty
Successful engagement
The consumer becomes part of the Night
Owl through active contribution to the
menu

8. Seeing it in action
Build-A-Bowl
Competition
In this example, the consumer becomes a lifetime patron not only because of a great
promotional idea, but because social media served as the vehicle to engage the
consumer…
• First, the promotion is broadcasted via Facebook and Twitter for consumer
awareness.
• Then, consumers actively participate building the brand by creating their own bowls.
• Further engagement and interaction takes place with Facebook Questions, followed
by more discussion, making the promotion virtually consumer driven.
• The winner receives recognition for winning the competition…
…and, in turn, will recruit more lifetime patrons
by promoting the Night Owl through those
same channels – Facebook and other social
media.

9. Don’t forget to promote
live events
• Establish Your Event-Related Channels • Active Event Tweeting
Use social media channels to get the word out about Engage participants in real time & fill
your event & encourage people to share information people in who couldn’t attend.
on the event in return for small rewards.
• Incentivized Word-Of-Mouth • Livestream Event
Promotions Setup live stream so fans follow along
Reward followers for their interest. Offer fans online. Facebook, Ustream.
and followers special discounts or content.
Meteor Solutions
• Continue Event Discussion
• Make Registration Social Post photos, thoughts, ideas.
Makes registration easier and more
streamlined and allows attendees to share
their event activity with friends. • Measure Success
Receive feedback, measure metrics
• Location-Based Services and using search.twitter.com, Social
Checkin Rewards Mention, etc.
Reward attendees - Foursquare, etc.

10. Things to remember…
• Conversational tone - Sound human, not like an out of touch corporation
• Know what you want - Set realistic goals, e.g. greater reach and engagement
• Listen & Respond – Acknowledge consumer’s thoughts & opinions in a timely manner
• Diversify and Pace your content - Proactive & Reactive posts, stagger
• Inject yourself into the conversation - @mentions, #mentions
• Experimentation & Learning – Continue what works, stop what fails
• Know your audience - Frame messages to fit with your audience and their culture
• Voice – The voice a brand has is an extension of their personality; stay consistent
• Know the Platforms – Facebook / Twitter aren't interchangeable
• Focus on consumer - How is this message helping the consumer?

11. Proactive Posts
Proactive posts are conversation-starters that you initiate based on our editorial calendar;
this includes status updates on Facebook, most Tweets, YouTube video postings, etc.
Site Recommended cadence*
Facebook Minimum 2x/week; no more than 1x/day
Twitter Minimum 1x/day; no more than 4x/day
YouTube As assets become available; ideally posting new videos at least
1x/month
Reactive posts
Reactive posts are responses to user-generated activity; this includes answering questions,
moderating discussions, re-tweeting or @responding, etc.
Site Recommended cadence
Facebook Daily assessment; 24-hour windows for community to answer, 48-hour
window for escalated questions to be answered
Twitter Daily assessment; 24-hour windows for community to answer, 48-hour
window for escalated questions to be answered
YouTube Weekly assessment; no response to publically posted commentary

12. Social media calendar - example
Month Focus Sample Night Owl Promotionals
April Deals • Hella Hookah Deals – Buy 2, get 3rd free!
•First 15 hookahs sold will be 50% off! Mention Facebook/Twitter.
•Build-a-Bowl combo contest!
•Facebook check-in gets you 2-for-1 deals on drink!
May Music • Live music shows
•Facebook, Flickr posts
•@mentions, cross-promotional
June Picture Contests • Picture contests on Flickr
July YouTube Contests •Vote for favorite smoke videos
August ?? ??
September ?? ??
October ?? ??

13. Social Media
Social Media continues to develop and evolve, but at a rapid pace. As our
society’s interest and activity in new media grows, it becomes more and
more prudent for businesses to fall in line with these new practices and to
rely less and less on outdated marketing models.
But what if I don’t like
what’s being said?
Businesses that are nervous about relinquishing control over what they think are
finely crafted, well thought-out messages are the ones that are operating in the
past – consumers see through those messages. Nowadays, consumers are much
smarter and expect much more from businesses on a human level. They expect a
conversation.
• No one likes being ‘talked to’ - people like being paid attention to.
• The business gets to hear all about the things they’re doing right and the
things they’re doing wrong from the people who truly matter – the consumers.
• Giving voice to consumers gives businesses greater credibility and establishes
trust and confidence in the brand.

14. Night Owl Hookah Lounge
meets
creates
Social Media
ENGAGEMENT
There’s a lot of businesses with potential to be insanely successful.
But what separates businesses that realize their potential from the
ones that don’t - is engagement.
Get your message out. Start a conversation.