Gavin Baker is the social media manager for Ruby Tuesday, Inc. The document discusses how social media enables word-of-mouth marketing at scale, with mentions occurring every minute. It also outlines how Ruby Tuesday monitors social media to understand what customers discuss, such as food, service, and attractiveness of servers, and how the company responds to maintain positive customer conversations.

1. Hi, I’m Gavin
Gavin Baker Social Media Manger
Ruby Tuesday, Inc. @gavinbaker
rubytuesday.com gbake.com
Social Media in the Enterprise
10 12 09 // #smcgreenville

2. INTERACTIVE

3. BACKGROUND
• Founded in 1972
• 901 Locations Worldwide
• 845 US locations (672 Company
Owned)
• 140+ million guests each year

6. • Largest Stadium in North America
- 107,282 seats
• Annual Ruby Tuesday guests
would fill 1,301X

7. LOCATIONS

8. ORGANIZED
VS.
“Social media lands in the hands of
communications in 50-60% of companies, 25%
put it in marketing, and in the rest it's wherever
the original evangelist works."
-Andy Sernovitz, GasPedal

10. NOT JUST SOCIAL

11. DISTANCE
Images by David Armano // darmano.typepad.com

12. paradox

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• social media cheat sheet
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gavinbaker / gbake.com /

14. Social media enables word of mouth
on steroids

15. MENTIONS EVERY MINUTE

16. 849 MEMORIES
• twitter search result page
• yelp mentions

17. 1,000’S OF OCCASIONS

18. METHOD
Awareness Engagement Traffic

20. THEY TALK ABOUT..

21. THEY TALK ABOUT..
What they ate/drank

22. THEY TALK ABOUT..
What they ate/drank
If they are coming/going

23. THEY TALK ABOUT..
What they ate/drank
If they are coming/going
If they had great/poor service

24. THEY TALK ABOUT..
What they ate/drank
If they are coming/going
If they had great/poor service
If their server is/was attractive/ugly

25. RESPONSE

26. “As companies accelerate their social support
efforts, responding to customers in public
reinforces the behavior of complaining to
everyone they know”
- Jeremiah Owyang, Altimeter Group

28. REFERENCES
• http://en.wikipedia.org/wiki/List_of_stadiums_by_capacity
• http://www.flickr.com/photos/alish863psu/3074250291
• David Armano - http://www.flickr.com/photos/7855449@
• http://www.flickr.com/photos/54732467@N00/591447706/sizes/o/
• http://www.flickr.com/photos/d_vdm/1599857462/sizes/o/

29. Thanks, ask away!
Gavin Baker Social Media Manger
Ruby Tuesday, Inc. @gavinbaker
gbaker@rubytuesday.com gbake.com
facebook.com/rubytuesday
Social Media in the Enterprise
10 12 09 // #smcgreenville