Work in Progress Social Brand Playbook

PUNCH BOWL SOCIAL2016 Social Playbook

TABLE OF CONTENTS
04. Opening Thoughts
06. Social Audience Research & Persona
08. Consumer Insight & Brand Strategy
10. Owned Media & Organic Content
18. Copy & Tonality
35. Visual Direction
37. Photography Direction
39. Social Channel Guidelines
40. Facebook
43. Instagram
45. Twitter
47. Snapchat
50. Pinterest
51. LinkedIn
53. Earned Media & PR Best Practices
55. Community Management
58. Crisis Communications
60. Influencers & Partnerships
62. Measuring Success: Analytics & Reporting

4
SocialPlaybook
OPENING THOUGHTS
The Punch Bowl Social (PBS) playbook lays out the evergreen process for communicating and engaging
the PBS brand across all appropriate social platforms. The playbook clearly identifies our followers
persona and outlines the appropriate tone of voice that will resonate with them. The playbook will also
familiarize employees with PBS’ social strategy, objectives, rules of engagement, and reporting needs.
These guidelines will help ensure a consistent brand identity and messaging,which will foster brand
growth and differentiation amongst competitors. The playbook is the go-to resource for anything related
to the PBS brand on social.

SOCIAL AUDIENCE
RESEARCH & PERSONA

6
SocialPlaybook
SOCIAL AUDIENCE
RESEARCH & DEFINITION
Millennials, known as those who are currently between the ages of 21 and 35,
are an incredibly important customer for Punch Bowl Social. However, our
key audience is more than a simple demographic age bracket; our audience
shares a mindset with the Punch Bowl Social brand that is important to
consider when communicating with them on social media. Our audience
values engaging experiences over all else. They are always on the lookout
for discovering new experiences. However, they rarely go it alone; they are
social to the core, sharing these experiences with friends and their larger
social network online. This mindset is brought to life in greater detail in our
audience persona—The Social Selfies.
AUDIENCE PERSONA: THE SOCIAL SELFIES
The Social Selfie audience persona is based upon these three key trends:
experiences over all else, self-discovery through adventure, and being social
to the core.
While their bodies are fueled by great food and drink, their hearts are moved
by self-discovery that drives self-expression. With their friends, they are
constantly engaged in a cycle of discovering, experiencing, and sharing their
lives, which they consider to be one giant adventure. Each new concert, dish,
and moment is an opportunity to share experiences with their larger social
network, which always trails them digitally.
They feel like unique individuals who don’t conform into cookie-cutter
stereotypes. They don’t like to be labeled and prefer to let their carefully
curated social media accounts do the talking when it comes to defining them.

CONSUMER INSIGHT
& BRAND STRATEGY

8
SocialPlaybook
CONSUMER INSIGHT
Fueled by experiences that allow them to make the
most of every shareable moment.
STRATEGY
GOALS:
Increase customer retention rate (repeat
customers) by engaging, entertaining and
educating consumers online.
Generate grand opening awareness.
Long term social goal: Increase the conversations
to, from and inspired by fans of the PBS social
pages. This way we will ensure that they care about
the brand.

10
SocialPlaybook
ORGANIC CONTENT
BEST PRACTICES
Quality over Quantity. By being active on social channels, we
want to build vibrant communities of PBS supporters. Well-
managed communities foster conversations between fans.
Focus on engagement (quality of interaction) with current
fans (get to know the regulars) more than on membership
(quantity of fans).
Talk with— not at—fans. Don’t focus on promotional
messaging on any social channel; aim to create relationships.
In fact, 43% of customers say “blatantly self-promotional”
content is a major turn-off. (Google Data) If you were to
speak about the craft kitchen or beverage program, do it
with a point of view and a unique voice.
Plan. Plan. And plan some more. Set aside a budget for
active community management and content creation to keep
the interest of your fans.
Observe & Learn. You have a wealth of information and
data at your fingertips. Build relationships directly with
individuals and hear from the people who are die-hard
PBSers.

11
SocialPlaybook
ORGANIC CONTENT
BEST PRACTICES
Content that is the most valuable is boiled down to what
it elicits in an emotion and thus an interaction with and
between members. Use your communities as a way to
conduct qualitative market research, get quotes and conduct
beta testing on new menu items. Create a system to provide
insights from fans to the broader marketing team. People
are in your communities to meet and talk, not just to “like”
posts.
Embrace “awesomeness.” You want to actively create
content that isn’t perfect at its core; Social Selfies will see
through it if it’s too perfect. Stay true and your members
will appreciate the authenticity. You’ll create advocates by
simply being there and responding to fans. Be wary of others
wanting you to be promotional. Set a strong, pure mission
(showing people that going out right is just winning at
adulting) and stick to it.
Content Strategy: Aim to grow your community beyond
engagement (questions & answers) to ensure that you’re
bringing high quality information, inspiration and
interaction to your members.
Live by the mission: We want to get people frothed up for
what a night could be. We do this by showing how going
out right involves a sweet mix of the craft kitchen, beverage
program, old school games and the secret sauce— the vibe.

12
SocialPlaybook
ORGANIC CONTENT
BEST PRACTICES
Types of content: Sketch out a plan for the topics and format of content you want and what desired responses
you expect.
These can include but aren’t limited to:
• Services (responses to questions, routing to customer support, thank yous for participation, Q&As)
• Snacks (infographics, tips, stats, quotes, trivia)
• Discussion (thought pieces, studies, reactions to current events, methods, point of view pieces, theories)
• Trainings (how to’s, education pieces, show and tells, case studies)
• Magic (Daniel appearances, rewards & recognition, contests)

13
SocialPlaybook
ORGANIC CONTENT
BEST PRACTICES
Content posting cadence: Think about a balance and flow of your content and
develop a skeleton content calendar (create a yearly, monthly and weekly view) to
get a feel for how it plays out day to day.
Content Sources: Who will create your content? You don’t want to start from
scratch every time. Develop a who’s who of the voices for your social channels.
Seasonally- Celebrities (Sean Brock) **FDL can help with content creation
Monthly- Thought Leaders (Known chefs, outside influencers (bloggers or
Snapchatters for grand openings, Robert) **FDL can help with content creation
Weekly- Unknown (but still important!) chefs at various PBS locations, (partners
like Novo Coffee or Tender Belly Farms) **FDL can help with content creation
Daily- (Analise & FDL— campaign-related) For media-related posts, Analise to
rewrite PR release samples/suggestions/updates
The ideal content blend. We have the perfect cocktail. It’s a mix that will show off
the spontaneous rabbit-holio fun.

14
SocialPlaybook
ORGANIC CONTENT
BEST PRACTICES
The ideal content blend. We have the perfect cocktail.
It’s a mix that will show off the spontaneous fun.
50% REAL user-generated content: PBS social
conversation is naturally increasing because of the
experience that the space lends to it. i.e. photos of the “I
love you so much” wall have generated 2X as much social
conversation as any other content.) We’ll fuel this behavior
by providing socially baked-in experiences that encourage
others to share.
50% Pre-created content: We’ll provide a mashup of
ready-to-post, campaign-specific social posts that will be
built into the evergreen UGc content above.
Phases for growth. Develop a tentative plan for growing
a community over time and test and learn as you go. Know
that your strategy and content will shift constantly. Keep
your eyes open for opportunities to shift and embrace
change.
Plan ahead. When planning for the channels through the
year, check the calendar for big holidays and plan to create
content for the ones that make the most sense for the Punch
Bowl brand.

15
SocialPlaybook
ORGANIC CONTENT
BEST PRACTICES
Be flexible & timely. In addition to planning ahead, your content calendar
should leave room for last-minute, unplanned additions or announcements. This
could be the opening of a new restaurant, a temporarily closing or a new food
addition. When a significant national media outlet publishes an article about PBS,
we have 24 hours at most to respond and play, or to react to real-time events as a
company — like a celebrity death, for example.
Keep a content repository. Refer to it when you need to plug in a piece of
content, such as a stat to use for trivia, quotes to inspire conversation and links to
partners sites that we can repurpose for branded content.
Share with pride. To capture the interest of your fans and be seen as a thought
leader, find ways to produce your own content rather than repost when you find
(even if it’s really awesome). That said, borrow from partners to see what you
can repurpose to your community — but make sure they care. Establish points of
contact on partner teams and be ready to share back!
Serialize everything. Establish specific formats of content to always post on
certain days of the week, so members expect it and can follow along to the content
they enjoy the most. Brand these series with fun names; it’ll create a digital Punch
Bowl culture.
Be consistent. Have a consistent posting format- Always include copy of some
sort, at least one word with a hashtag (on Facebook, Twitter & Instagram) and a
CTA. Using similar language helps train members on how to use the PBS social
channel of their choice and offers familiarity.

16
SocialPlaybook
ORGANIC CONTENT
BEST PRACTICES
Let the members lead the way. Fans should be your greatest inspiration, so aim to
grab inspiration from them, as your best content ideas will most likely come from them.
Think of the different social channels as a creative outlet for them to voice feedback,
discussion topics and content series.
Always have a next step. Each piece of content should include a call to action to
encourage engagement, such as a question tied to your post, RSVPing to an event or
downloading a one- sheeter created by PBS. When appropriate, include links to additional
resources and call out any related content that has already been posted.
Optimize Frequency & Cadence. Posting content 2-3/day across all platforms is best
for exposure and engagement. This will also allow members to go back and comment on
posts they might have missed. Optimize (boost) posts that are organically performing
well. This will take a trial and error to get to know members. It’s best to see what
works uniquely for each channel and give the buckets of time for that specific channel.
Hypothesize why. You’ll most likely receive a surge of activity after work hours and at
brunch/lunch/dinner/late night, as people are going out right. Engage here as you see fit,
but it might be a great opportunity to surprise and delight fans.
Let people talk about themselves. While 80% of content should be about where
PBS is credible to speak (the four pillars), break it up for a chance to provide members
with a time to share their personal stories of what going out right means to them. Try
to have one conversation-probing question that is extremely open ended once a week to
encourage engagement with members and (more importantly) to encourage interaction of
members with each other.

18
SocialPlaybook
WHO THE HELL ARE WE?
When writing, envision you are:
Both male and female energy with a strong, positive
vibe that’s inclusive. You’re light, young, and
energized. You walk like a boss—bold, confident,
sexy, sophisticated, and mysterious.
Described by your friends as casual, quirky,
adventurous, fashion-forward, and fun.
The one who says stuff that is irreverent and
unexpected. You’re the “cool” one without saying it.
Shopping at Free People, Urban Outfitters, Zara,
Vans, Lucky, Diesel, Uniqlo. You were last seen
wearing plaid, sporting your latest tat, skinny
jeans, some Converse kicks, high heeled booties or
flatforms, ponchos or a leather jacket.
Someone who listens to pop music both old and
current that isn’t widely known (more Sylvan Esso
than Calvin Harris) as you are at the forefront of
the next cool thing. The soundtrack to your life is a
mix of the Beastie Boys, Wu Tang Clan, The Clash,
Radiohead, Beyonce, Metric, The Killers and Nina
Simone.
If you were to be a celebrity mashup, you’d have the
quirkiness of Katy Perry, the uniqueness of Gwen
Stefani, the tatts & attractiveness of Travis Barker,
the chill factor of Common, the humor of Vince
Vaughn, and the positive energy of Jimmy Fallon.

19
SocialPlaybook
TONE. THE OVERVIEW.
Punch Bowl Social is a place you go to have fun and be fun and where
we can all win at adulting in its various forms. It’s the place where
funning lives and where unexpected awesome can happen.
The tone is the embodiment of the brand itself—who we are. It is
bigger than just the campaign and should remain consistent for all
touch points across every media channel and on every subject.
When you are writing it, just think - “Would Tina Fey or Vince Vaughn
say that?” If not, don’t write it. We’ve got a ton of examples and an
impressive copy matrix coming up for you.
Here’s how to adjust the dials in general:
ON
FUN_ ON
LIGHT_ ON
WITTY_ON
YOUNG_ON
TRENDING_ ON
IRREVERENT_ON
SEXY_ON
UNEXPECTED_ON
SLIGHTLY WEIRD_ ON
CREATIVE_ON
ENERGETIC _ ON
OFF
CORPORATE_OFF
SALESY_ OFF
MEAN_OFF
DIRTY_ OFF
SEXIST_OFF
CREEPY _OFF

20
SocialPlaybook
TONE. THE OVERVIEW.
Opening words: “Hi” or “Hey” over “Hello”
Closing words: “Ciao” or “Cya” over “Goodbye”
Teasing is good. This persona is fun-loving at all times. Tormenting is not good.
Alliterations, puns and rhymes are all fine if they have a fun factor and a coolness about
them. No “dads-with-pleated-Dockers” jokes.
We say “yes” to cursing, but only light curse words. “Damn straight!” “Hell yeah!”” Let’s
leave Fucking Cocksucker at home for this party.”
Informality always wins over formality.

21
SocialPlaybook
TONE. A FEW OTHER BITS
TO KEEP IN MIND
Credibility. A huge part of Punch Bowl Social is built on trust, and the foundation
of that trust is your credibility. Grammar and spelling are universally important; but
you have license to use purposeful slang that may not be perfect English but is how
real people talk. Fact-check sources and news before sharing them on your networks.
Ensure the safety of your users by not sharing links to malicious sites. Essentially,
make sure you don’t give your community a reason to believe you are anything other
than what you are: freaking awesome.
We vs me. The message should come from “we.” Everything should be “we” Punch
Bowl Social is a team, not one person. So, for example, it should read: “We are so
happy to hear about your fantastic experience at Punch Bowl Social” instead of “I am
so happy to hear about your fantastic experience at Punch Bowl Social.”
It’s about culture. All social media posts reflect the values and culture of PBS and
should be treated as such. We want a variety of perspectives and opinions, but always
remember that you are representing the company as a whole when you post to Punch
Bowl Social social media accounts.
Legality. Do not post sensitive or confidential company information, including Punch
Bowl Social legal, financial or operational matters. In addition, individual guests’
information should remain confidential unless we have express permission to tag them
or include their names.
Press. When speaking about the media, make sure posts are grammatically correct,
and go very light on emojis, all caps and exclamation points. When speaking on behalf
of the brand, a tasteful emoji can do the trick. (INSERT FIRE EMOJI)

22
SocialPlaybook
CUSTOMER SERVICE
EXAMPLES
Customer service isn’t dead. Be prepared to flex your customer service
muscles, especially on Facebook & review sites like Yelp. We love it
when people give us props; however, you’re also going to hear lots of
complaints— from cold food to microphone mess ups during karaoke.

23
SocialPlaybook
CUSTOMER SERVICE
EXAMPLES
POSITIVE RESPONSES:
• Right on — so glad you are digging what we are doing. Next time try the shuffleboard. Seriously,
it’s stupid fun.
• Thanks — we couldn’t agree more. We work hard to keep the fun factor turned all the way up to
eleven around here.
• Woop woop — thanks! Awkward victory dance happening over here. Right….now.
• Sweet. You think the ping-pong was amazeballs? Next time try the pulled pork. Mind. Blown.
• Put your hands together, everyone, for the Mixology Masters, Brad, Tommy and Gina over at
Punch Bowl Social Denver. They are serious All Stars and we are lucky to have them.
• Thanks a mill. So glad you had a blast. Next time, though, you might want to reconsider the
karaoke ballad — go with Journey. Can’t lose with them. Ever.
NEGATIVE RESPONSES:
• Ouch. So sorry your experience was sub-awesome. We are working hard to get the details right.
Next time will be better.
• Apparently, we’ve only achieved perfection in the Badass Beard Grooming category. We’re working
on the service, though. Come back — you’ll see.
• Once in awhile even we have a major fail. Our apologies, man.
• Yikes. So sorry. Let’s have make-up sex and call it good. Next drink is on us.
• Sometimes, haters gonna hate. But even you cannot be immune to our totally ridiculous Bourbon
Smash. It has the power to even make you happy.
• In the wise words of someone who loved purple, “I never meant 2 cause you any sorrow, I never
meant 2 cause you any pain, I only wanted one time 2 see you laughing, standing in the purple
rain…”

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SocialPlaybook
MORE CUSTOMER
SERVICE EXAMPLES
POSITIVE RESPONSES:
• Mike, so glad you dig. We loved having you and we think we found the undies you left
in the photobooth.
• Dear AM Denver, We agree with the Christmas Party— it was off the hook. Hope you
didn’t do anything you regret with that girl from Accounting. She was hot.
• So true — good things come to those who wait. Glad your corn hole is happy.
• Right on. Glad you were able to step away from your TPS reports. Have a blast. Oh,
and I should warn you — “My milkshakes bring all the boys to the yard…”
• Pilar, while we are happy you gave us four stars, we would like you to reconsider
your stance on those with handlebar mustaches, skinny jeans and a love of artisanal
mayonnaise. They have feelings, too.
NEGATIVE RESPONSES:
• It sucks you felt that way, Ashley. We apologize for our efficient waitstaff, our
attention to cleanliness and our lack of grime. Clearly an oversight on our part. Maybe
our place just isn’t for you, dirty girl.
• Dear Ryan, Apologies about the unforgivable microphone fiasco. It has since been
fixed. We regret that the world has been robbed of your version of Nelly’s “Hot in
Herrrrrrre.”
• Dear James, We think you get zero stars for not being a true Broncos fan. Three
words SUPER. BOWL. CHAMPIONS. We bleed orange and blue in this town.
#peytonforpresident
• Dear Whitney, Sounds like you would be much happier in a dark and grubby bowling
alley that smells like old beer and has unidentified stains on the seats and where men
with mullets named Ronnie hang out.

25
SocialPlaybook
RESPONSES TO
MEDIA & PRESS
• Thank you, Portland Gazette! We heart you, too. Let’s do a selfie next time in the
booth.
• Awwww, we’re blushing. Thanks for gushing.
• Well, if opening a 20,000-square-foot mecca of awesome games, culinary nirvana
and inspired cocktails in a sophisticated, beautiful space was easy, everyone would be
doing it. We may not have every little thing perfected yet, but a bad night out here is
still better than anywhere else you could go. Give us some time — we are just getting
into our groove…

26
SocialPlaybook
THE IMPRESSIVE MATRIX
The matrix is intended to provide specific examples of the PBS tone as executed per
channel in each of the four pillars: Scratch Kitchen, Beverage Program, Old School
Games, Vibe and Media.
This outlines copy for key components of each social channel and the associated
messaging.
Where should PBS be, for what & how:
While our mission is to get people frothed up for what a night could be, there are
different ways to do that on different social channels. Here’s how to approach each
channel:
• Campaign messaging should lead with Pinterest, Instagram and Snapchat.
• Organic content that hits on all four pillars should focus on Facebook and LinkedIn.
• Media and local community information should be focused to Twitter and LinkedIn.
• Facebook serves as a great customer service vehicle and an outlet for local news
coverage. (For each specific page, it should vary.)
• LinkedIn is ideal for thought leadership (i.e. Robert’s thoughts about the culinary
world) and news updates, which will prompt interesting conversation. It is also ideal
for hiring.

27
SocialPlaybook
Pillar Social Channel Copy Hashtags
BRAND (SCRATCH
KITCHEN)
Facebook Scratch the bags of soup and
prepackaged sandwiches. We
make all of everything on our
menu from delicious ingredients
that have never even seen saran
wrap.
#punchbowlsocial #herestogoin-
goutright
SCRATCH KiTCHEN
(BRUNCH)
Facebook Stacks on Stacks on Stacks of
buttermilk pancakes made from
scratch.
goutright
SCRATCH KITCHEN
(LUNCH)
Facebook We have very strong feelings
about our Very Serious Grilled
Cheese. They’re so strong.
goutright
SCRATCH KITCHEN
(DINNER)
Facebook Better bring your not-too-skin-
ny skinny jeans to dinner.
goutright

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SocialPlaybook
BEVERAGE PROGRAM Facebook We like our beverages to be adult. Not
the I-mow-the-lawn-twice-a-week kind
of adult, but the I-just-bought-like-30-
tacos kind of adult.
#punchbowlsocial #herestogoing-
outright
BEVERAGE PROGRAM (PUNCHES) Facebook It’s a party in a fishbowl. Our punches
are sure to be a TKO with anyone who
gives them a try.
outright
BRAND (OLD SCHOOL GAMES) Facebook Yes, we have games. Yes, all of our
games are amazeballs. Yes, you can
come over and play.
outright
OLD SCHOOL GAMES (BOWLING) Facebook We’ve got the balls; heavy ones, light
ones, dark ones, bright ones, etc.
outright
OLD SCHOOL GAMES (KARAOKE) Facebook If you really want to see what kind of
person your Tinder match is, make
them sing Firework tonight at Karaoke.
outright
OLD SCHOOL GAMES (VIDEO
GAMES)
Facebook Up up down down left right left right
b a select start your weekend off right
with some old school arcade games and
new school food and drinks.
outright

29
SocialPlaybook
BRAND (VIBE) PINTEREST, FB, Instagram (using Generated
Content)
It’s like a maze of carefully crafted awesome-
ness wrapped in inspired cocktails and bad-
ass tunes up in here up in here.
#punchbowlsocial #herestogoingoutright
(VIBE)
DIRTY MODERN
PINTEREST, FB, Instagram (using Generated
Content)
Funtastic decor recipe: a smattering of
exposed brick, a pinch of neon, a bushel of
properly aged wooden flooring, and some
freshly brushed steely steel.
(VIBE) RABBIT HOLE PINTEREST, FB, Instagram (using Generated
Content)
First, you come for the drinks. Then, you stay
for the games. Next thing you know, it’s time
for brunch.
(VIBE) COMMUNITY PINTEREST, FB, Instagram (using Generated
Content)
We like them bearded, tattooed, peirced,
weird, stylish, polished, ragged, full-hearted,
inspired, and wide-eyed. Everyone is invited.
(VIBE) ATTITUDE PINTEREST, FB, Instagram (using Generated
Content)
Step through the threshold and enter a realm
of hand-cut 90s rap bowling and 27,000 sq
feet of weekend magic. Your friday nights
will never be the same—and they know it.
BRAND (CAMPAIGN) Pinterest Here’s to going out right. #punchbowlsocial #herestogoingoutright
BRAND (CAMPAIGN) Instagram Here’s to going out right. #punchbowlsocial #herestogoingoutright

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SocialPlaybook
THE IMPRESSIVE MATRIX
When it comes to “brand” vs. “tactical” messaging, we are big believers that they are
one and the same. Every single touchpoint we put out into the world should have the
same point of view and the same attitude. It’s who we are and what we believe in. This
consistent voice is how we build relationships with all people—not just social selfies. It
is our promise and it is what will help hundreds of thousands of peeps on the internet
become brand evangelists.

31
SocialPlaybook
GRAND OPENINGS
Depending on the platform, the message can be super simple to a little more complex but always with our attitude
in mind. It doesn’t make sense to announce grand openings on Pinterest but visual sneak peeks of the interior
make sense. Twitter and Facebook are both great ways to give visually led peeks, along with Snapchat.
Austin, can you feel your beard tingling?
Something awesome is coming…
Punch Bowl Social. Here’s to Going Out Right. May 2017
Portland, Here’s to Going Out Right.
Punch Bowl Social. May 2017
Detroit’s nightlife is about to go platinum.
Punch Bowl Social. May 2017

32
SocialPlaybook
CORPORATE EVENTS
Again, we need to keep our storytelling and messaging true to our voice.
Corporate event announcements make the most sense on Facebook and Twitter.
Keep them off of Instagram, Pinterest and Snapchat.
A year’s worth of stories for the break room.
Punch Bowl Social Corporate Events. Here’s to Going Out Right.
Your only chance to do shots with Hot Girl in Accounting.
Punch Bowl Social Corporate Events. Here’s to Going Out Right.
Accounting Department vs. I.T. in Shuffleboard Mania

33
SocialPlaybook
DANIEL THE DEER:
GUARDRAILS.
Think of Daniel as the cigarette burn in the film. He and his iconic antlers will serve
as the markings of this mysterious secret society he represents. He will be embedded
throughout our communication and used as an Easter egg. Daniel should not be used
as a mascot. He should not be interacting with people and talking to them. He should
represent the mystery, the rabbit hole, the “WTF” element. He is classy and quirky and
dark, and we like the texture he brings, as long as it is reigned in very carefully. He’s
elusive, mysterious and an enigma—like Prince.
DANIEL DO’S
• Show a snapchat of someone with Daniel
as a tattoo
• Put Daniel on a t-shirt on a Pinterest
board
• Sprinkle in Daniel-inspired graphic
design elements on a designed for
Facebook snack
• Post a compelling image of a night out on
Instagram with Daniel in the background
as wall art
DANIEL DO NOT’S
• Use Daniel’s voice on Twitter
• Use Daniel’s voice on Facebook or use
him as a vehicle to vote on a Blue Plate
special
• Have Daniel as the visual centerpiece
• Mention Daniel by name in any external
communications on any social channel.
• Post a selfie of Daniel on Instagram
• Answer customer service questions from
Daniel

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SocialPlaybook
VISUAL DIRECTION
(MORE TO COME)
All creative assets that are posted on PBS channels should be consistent, which can
require repurposed content from other sources. At a glance, all of the posts on all
social channels created by or for PBS should look uniform.
WHAT TO DO:
Left-aligned. All of the copy in creative assets should be left-aligned.
Shortened links. Shorten links using either bit.ly or goo.gl both for analytics purposes and for
a clean look. (If you go with Goo.gl use a + before it in Chrome to collect data.)
Always brand. Include a branded graphic element. Every post should be accompanied by
either a branded graphic (snack) or video.
WHAT NOT TO DO:
YES & NO- GAMES
YES & NO- VIBE

37
SocialPlaybook
PHOTOGRAPHY DIRECTION
(MORE TO COME)
Photos. Every photo that’s posted on any PBS social channel should feel PBS branded, so use
creative templates b e made to use with photos. Never use stock images when posting. Follow
these guidelines when creating content.
Photography is an important differentiating element of PBS’s brand.
Four different styles of photography should be used, each providing a unique way to highlight
one of PBS’s content pillars or craft kitchen, beverage program, old school games and
environment.
Maximize the space. Every pixel counts when you’re trying to get noticed. Being a small
image makes it that much easier to ignore. Using a 1:1 or a portrait layout maximizes PBS’s
presence on the user’s screen, minimizing distractions from other content, lengthening the
time taken to scroll past, and increasing the odds of attracting and retaining a user’s attention.
Image subjects. Post photos and videos of beautiful and unexpected moments that feel
authentic and immediate. Whether your subject is a person or an object, capture it in a context
that gives a sense of PBS’s strong point of view.

Next we will outline each of these four styles of photography. Please keep these parameters
in mind whether you are shooting, purchasing or planning to collect photographic assets or
creating content snacks.
YES & NO- SCRATCH KITCHEN
YES & NO- BEVERAGE PROGRAM
YES & NO- GAMES
YES & NO- ENVIRONMENT

39
SocialPlaybook
SOCIAL CHANNEL
GUIDELINES
PBS lends itself to social platforms that are visual first (Pinterest, Instagram) and real
time, (Snapchat) as the physical brick and mortar PBS spaces are unique—especially
when compared to competitors. Social Selfies want to “discover” PBS and searching
more for the brand on the web. (Shown through Google trends with search inquiries
and an increase in mentions in Jan 2016)
As long as the content is relevant, there are no set rules or special equations for how
many times or what time to post on the PBS social channels. If you have good content,
news or coverage to share, then post. If you don’t have anything important or great to
share, there is no need to share content. If you have a lot of strong coverage to share in
one day, share it.
Keep the names as consistent as possible across all channels, along with avatars and
profile pictures. Steer away from location-specific names (except for Facebook), and
use “Punch Bowl Social” or even “Punch Bowl” as the profile names, as that is how
they’re spoken about by fans. You always want to be as search friendly as possible and
memorable vs. clever but not straightforward.
Keyword Analysis
Keep it simple. Use #punchbowlsocial, #punchbowl and #herestogoingoutright
in campaigns. Steer clear of using lots of hashtags if you want your audience to
consistently use the same one.

40
SocialPlaybook
FACEBOOK 101
Say “no” to clustered updates. Avoid making multiple updates within a
short timespan. Beyond News Feed algorithmic concerns, it’s annoying to your
followers and may result in losing the long-term attention of your audience.
Call out fans using @Name. If you want to call out another public Facebook
page or user, directly link to their page by putting an “@” symbol and then
typing their name. This also notifies them that you’re talking about them.
(Facebook will help your selection with a drop-down.) Private users can’t be
called out in this way unless you’re replying to a comment they left on your
page.
State your opinion. State your POV with links to relevant post. Respond
promptly to fans with intriguing questions or comments.
Don’t spam. Always be tactful and classy and do not spam. This includes
sending mass event invites and messages and invitations to “like” the PBS pages
from your personal account.
Respond. Response times are going to vary based on the issues at hand, but
timeliness is critical. Fans expect responses to happen much faster than in
email. In most cases, same-day responses are required. Don’t let your fans feel
like they’ve been forgotten. If anything, tell them you’re looking into it.
Highlight important posts. If you’re posting very important updates ( i.e.
you’re closed for private events), highlight them in the page’s timeline and pin
to the top.
Messages. You’ll find that most of the private messages will be customer
service-related, so make sure to check them. The Messages section functions
like an email inbox and, as such, you can wait a little longer before responding
if needed.
Notifications. The Notifications box will show you the most recent likes,
comments, wall posts, etc., on your brand’s page. Depending on the volume
of incoming activity, this administrative section can be useful when tracking
activity by your community.
Page favorites. You can mark other brand pages as favorites on the PBS page.
This is a helpful way to promote partners.
Posting. While Sprout Social will allow you to post to Facebook, you’ll have the
best results by posting directly to Facebook from Facebook itself. Facebook’s
algorithm biases toward posts that originate from its own interface. Response
and comment moderation, however, can be done via Sprout without issue.

41
SocialPlaybook
FACEBOOK GUIDELINES
Seeing that Facebook acts as a powerful customer service vehicle for PBS, here’s
some ways to handle your fans, make them happy and further the PBS brand
love.
Acknowledge the issue head-on. Expressing doubt about the validity of a
complaint, especially one that’s clearly been written by lawyers to avoid any
admission of responsibility, will only exacerbate the problem.
Give the Customer your name. Nobody likes talking to an anonymous
brand. By adding your name or initials to a response, you’ll humanize Punch
Bowl and build customer trust. Show that you care in the PBS way and try to
lighten up the situation. Around 70% of social customer service inquiries occur
because traditional service has failed to resolve the issue. (Data from moz.com)
In the right situation, a plain “We messed up” can disarm even the angriest of
customers. Contrition is a powerful shield.
Make a clear offer to help. Beyond an apology, most customers are looking
for resolution. The quicker and easier you can make this, the happier they’ll be.
Actively tell customers you’re going to help them. Combine an offer to help with
an apology and an action to get a positive response.
Fix the issue in-channel (if possible). If you can, it’s always best to resolve
the issue in the channel the customer has chosen to use. This might not be
practical and you may need to jump into a private message, but if you can keep
it public on a post, it’ll reduce customer effort and show that you care.
Avoid canned responses. Customers hate canned responses because it
makes them feel like they are part of a tedious process and more importantly
unloved. If you are forced to respond to multiple queries on the same issue,
spice your replies up with words and phrases that vary and show you’re writing
it in person, customized to them.
Don’t share your own problems. The last thing a disgruntled customer
wants to hear when their food was cold is that you’re really busy or that your
Macbook is acting up. Any excuse will add to their sense PBS is useless and
chaotic. Better to say what you can do now and when you’ll be in a place to do
more.
Thank others for help. Martin Hill-Wilson says, “Customer service is now a
spectator sport.” If you find other people pitching in to amplify or elaborate on
a complaint, make sure you acknowledge them and thank them for their input.
You never know, you might have just found a regular advocate.
Embrace feedback. Taking feedback and criticism and using it to improve
and make customers happy (or even happier) seems pretty obvious, but it is
far from evident. It’s a state of mind— an ethos— that the best social customer
service teams live and breathe.

42
SocialPlaybook
FACEBOOK GUIDELINES
Create a ‘next action’ deadline. Once the customer has confidence you’re
going to solve their problem that promise must be delivered on. Recognize that
you can’t personally fix every problem; it requires an issue to be logged, other
teams to input, more information, etc. Either way, set a clear deadline on the
next action, from which the fallback is a personal update to the customer.
Commit to getting back to them. Whether the ‘next action’ is a phonecall
from the PBS team, snail mail, or additional information, commit to a personal
follow-up. This enables you to check if the next action actually happened,
whether the customer is satisfied and, all being well, that you can close the
issue.
Show empathy. The network itself has transformed into one with highly
customizable privacy and visibility settings. Users can dial down their
visibility to the point where they are nearly invisible on the platform. They
can choose which posts or updates are visible and to whom. Conversely, those
users who have chosen a more all-in approach can leave everything completely
public, from the images they’re tagged in to their active stream on Spotify.
Features go beyond the individual user’s page to brand pages, events, groups,
and messenger services.
Posting Frequency. Develop a regular cadence for posting updates and
get to the point. (Short text posts get nearly 30% more engagement- Google
Data) Fans prefer when you reward rather than you require. While Facebook’s
News Feed algorithm helps the noise level by showing users what it deems the
most relevant content, in order to really stand out from the crowd, aim for
remarkable, interesting, and valuable.
Consider everything posted as content. How users interact with that
content is important. Consider every piece of content an opportunity for
increased and specific engagement, and don’t be afraid to have a little fun.
Images are incredibly effective; posts with photos get, on average, 39% more
engagement than posts without. Videos are shared 157% as often as YouTube
videos. (Data from moz.com)
Post timing. Be sure to track what time of day fans are most active. Focus
engagement during these times to grow the community. Pay attention to
sentence structure, phrasing, and types of posts that are particularly engaging
to the audience. Many Facebook users check the site on their lunch breaks
and after dinner, and while the latter is outside of normal business hours, it’s
worth testing to see if it’s a time when the audience is looking for content.
Tweak accordingly.
Hashtags
Keep it simple and contribute to hashtags that are tending and seem
obviously relevant. Otherwise, stay close to #punchbowl, #punchbowlsocial,
#herestogoingoutright.
Example post copy
Fact: Jalapeño Cucumber Limeade improves odds of successful karaoke.
#herestogoingoutright #punchbowlsocial
Fact: Ping-pong before pulled pork is foreplay. #herestogoingoutright
#punchbowlsocial
Truffle fries served with a side of smack talk. #herestogoingoutright
#punchbowlsocial

43
SocialPlaybook
INSTAGRAM 101
Powerful visual storytelling. Keep strong brand consistency across all
content—every post matters. Establish connective elements across images and
videos — like an identifiable color palette, composition or photographic style —
to make PBS recognizable. (Adparlor.com)
Focus on craft. Use well-crafted content to enhance the equity of PBS.
Content does best when it’s well written but short, interesting to look at and
artistic. What’s created should draw people in and keep them wanting more.
Text. Different caption lengths work well for different audiences. Test and
learn from trying out various caption lengths with your followers.
Commenting & liking. Play an active role with your community. Engage
with comments and questions on your own posts and use hashtags and location
tags to discover and join the conversation on other community members’ posts
about PBS.
Tagging. Include the location of the photo or video when it tells the story of
the image. Tag others in the image to reach a broader audience.
Search & Explore. Use Search & Explore to discover people, locations and
posts that may be relevant to PBS. Explore trending hashtags and top accounts.

44
SocialPlaybook
INSTAGRAM GUIDELINES
Aim for video. Better than a series of great pictures is an entertaining, quality
video—and one that loops seamlessly is best.
Showcase the experience, not the product. It’s not that people aren’t
interested in PBS (they are), but a plate of nachos floating on a white
background may not excite them. Social Selfies value experiences over
materials. Try inspiring them by showing them how they can eat those same
nachos to truly understand what it means to go out right. Showcase the lifestyle
and the experience; make it personal and relatable. Show them how they can
integrate PBS into their lives and build relationships via Instagram.
Add a personal touch. 60% of respondents in a recent study report being
often or always loyal to brands. What makes them choose a brand over another
(and stay with them) boils down to three things: product quality (rather than
price), good customer experience, and social consciousness of the company.
Ask for opinions. Social Selfies are increasingly aware that their voices matter,
and they aren’t afraid to use them. They want to influence the businesses
they spend their money on—so listen. Asking users which version of a “dirty
modern” couch they prefer, or which nostalgic soccer trophy they want to bring
back can provide key insights.
Incentivize Interactions. Incentivizing users to interact in a playful way has
proven to be a big hit. Using hashtags makes it easy for users to share their own
content with PBS and enables users to view and interact with other posts with
that same hashtag, creating a community feel. Contests which encourage users
to create their own brand-related content—incentivized with prize offers—get
free exposure and insight into how users are actually using or interacting with
PBS.
Hashtags
Incorporate hashtags to categorize content and make it easier for non-followers
to discover PBS. It is recommended to use around three hashtags so they don’t
detract from the simplicity of the post.
Example post copy:
Equal parts basil, bourbon and beard oil.
Love me some Canadian tuxedos and Canadian bacon.

45
SocialPlaybook
TWITTER 101
Great for fostering a local community and keeping in close contact with media.
Think of Twitter as the ideal way to congratulate fellow chefs on awards,
mention recent restaurant openings, etc.
Don’t spam. Jumping in on irrelevant hashtags is unhelpful. Likewise,
relentlessly mentioning every person in your feed to draw their attention to a
piece of content or offer is annoying. Keep tweets relevant, helpful to followers,
and spam free.
Direct messages. DMs are great when private information is needed, like a
shipping address. However, do not respond via DM unless the person DM’ing
you follows you.
Never send automated messages, as they’re considered spam. Do
not, under any circumstance, send auto-DMs to your followers. Auto-messages
aren’t engaging, and you aren’t reaching out personally for relationship
building. If you’d like to reach out to every single person that decides to follow
you, do so in a personalized and unique way.
@replies. When starting a tweet with an @username, only people who are
following both PBS and @username will see the tweet. If you’d like more
people to see it, put a period or other marker in front of the username. Or just
rephrase the sentence.
Utilize tracking and variables in shared links. This will help to better
evaluate the success that individual content has. Look at the day and time the
audience is most active, the types of content they engage with most frequently,
and the style and tone of the PBS language. From there begin to better
understand how to share and engage with the community.
Be interesting. There’s nothing worse than boring tweets. “Boring” is
understandably subjective, but strive to be interesting. Streams that constantly
push promotional messaging get old very fast. How do you establish brand
loyalty when the only thing you say is, “Here’s 50% off of a cauliflower nacho
platter?”
Add value. Every tweet you send should add value in some way. A good rule of
thumb is to ask yourself why you would want to see this information if you were
a follower.
Posting frequency
Responsiveness: Due to the condensed format and quick pace of Twitter, it’s
essential to respond to your community as swiftly as possible. The platform
makes it easy for people to find your brand, and you’re sure to get many
customer service requests that need your immediate attention. If you ignore
a critical tweet for too long, you may find that one person’s voice is soon
amplified by their followers. Also, don’t just respond to emergencies or
questions; make sure you also say “hello” and respond to kudos given to your
brand. As you grow, you’ll have to figure out how much to scale, but too much
tweeting is a great problem to have.

46
SocialPlaybook
TWITTER GUIDELINES
Branding and voice. Being aware of who you are and who you aren’t
is critical on Twitter. You only have 140 characters to communicate your
thoughts, so every word matters. PBS’s voice seeps into every interaction,
passive or active, that you have. Consistency is important, as people like to
know what to expect in their interactions with you. Over time, this consistency
will help you build trust and confidence with your audience.
Retweet (RT). There are two ways to RT: manually or through Twitter’s native
RT function. RT’s are a great way to boost a member’s content, make them
feel good, and say “you’re awesome!” If there’s a link you want to track or a
grammar/spelling issues you want to fix before RT’ing, you can edit the tweet
and post it as “RT @username: That trophy is rad!”
Make sure to watch your scheduled posts. Scheduling posts can be a
useful way to scale. However, pre-scheduled tweets can be detrimental in times
of crises, e.g. global disasters, national tragedies, etc. It’s important to quickly
turn any scheduled posts off even if these crises are not directly related to your
brand; global events can erupt, creating an inhospitable environment for off-
topic content. Worse yet, your posts may unintentionally become the source of
controversy during a crisis. Be sure to keep an eye on scheduled tweets if you
choose to do so.
Twitter lists. Making lists of users can help your targeting efforts when you’re
trying to reach industry influencers or join in conversations relative to the PBS
niche. If you’re making a public list, remember to be empathetic to people who
aren’t on it; it’s best to stay away from lists that qualify or rate people or their
services. Making the lists private avoids this issue.
Use Twitter handles. Use their @username. It’s polite, and your community
wants to know when you’re talking about them, as it’s an easy ego boost. This
also encourages the people mentioned to share what you’ve posted or further
engage with your community.
Hashtags
Hashtags give exposure to a wider audience. They are also meant to be a
shortcut to explain what a tweet contains or to show that PBS is a part of a
conversation or event. If PBS is going to jump into a hashtag, make sure to
contribute to the conversation.
With that said, aim for consistency and use #punchbowlsocial,
#herestogoingoutright and #punchbowl whenever possible.
Example post copy
Soaking up breakfast beats @DJAdela. #monkeybreadfrenchtoast
#herestogoingoutright
Damn. Culinary nirvana with a serious side of Ms. Pac Man. #sweetpotatofries
#herestogoingoutright

47
SocialPlaybook
SNAPCHAT 101
Content is ephemeral, so there is no traditional “feed” with history. This adds a sense of urgency to content consumption.
There are extensive editing options. You can:
• Add a location
• Adjust a speed
• Show the time
• Use a face-recognizing “lense”
• Draw on Snaps
• Add emojis, text, etc.
Custom Geofilters brand user-generated content by letting fans add a branded filter for whichever Punch Bowl Social location they’re at.
Send Snaps to specific followers or curate a “Story” of multiple photos/videos that followers can view within a 24-hour timeframe.
Communicate 1-on-1 via Messenger with text or a live video chat that’s intuitive and intimate.
The inherently low threshold for quality keeps Snapchat authentic, putting the focus on sharing creative ideas and moments rather than trying to be polished
with every piece of content.
Ways to explore using Snapchat:
“Day-in-the-life” of Punch Bowl Social customers and workers. Use funny photos, selfies, and entertaining moments of those going out right. This is a look
into the PBS culture.
“How-tos” that teach social selfies something new while simultaneously showing off what PBS knows best via the scratch kitchen, beverage program & old
school games.
Teasers for a new dish to build excitement and make followers feel like they’re “in the know.” Ask fans to vote on what they want to eat.
Engage Snapchat influencers to discreetly mention the partners as they use them in real time.
Grand Opening coverage across stores to be uploaded into the larger PBS story.
Exclusive promo codes you can share with your own followers or send to a Snapchat influencer to share with their audience to get a free punchbowl, app, etc.
Go behind the scenes. Taking viewers behind the scenes of PBS is the ultimate act of transparency, and it provides exclusive content that can encourage users
to get involved. This is the way to build an immensely strong following and engage the audience. It’s easy to do this and there’s no need to
plan or polish in advance.

48
SocialPlaybook
SNAPCHAT GUIDELINES
Instead of building a huge follower count, engage a smaller community of PBS’s biggest fans—people who are
genuinely interested in what PBS is doing.
This is where authenticity thrives. Snapchat attracts only the most engaged followers, provokes their fear of missing
out (FOMO), and creates an authentic relationship like no other social platform can. Because anyone who’s willing
to join you on Snapchat is easily many times more engaged in the brand than anyone else. And keep in mind:
Snapchat is the youngest social platform and, as such, is still in the experimental phase.
It’s not easy. But it’s worth it. Attracting followers on Snapchat is more difficult than it is on your typical social
networks.
Attracting the PBS brand advocates. The PBS fans who are willing to follow you on Snapchat are going to be your
most interested fans. These are the most valuable followers you can hope to attract.
Add contacts. Or those you can “Add Nearby” at events. If any of the contacts in your address book are on Snapchat,
you can get started by adding them, just like you might with Twitter. These are likely people who know you or who
have interacted with you personally.
Stalk those around you. While at events, conferences or cool happenings, encourage others to add you on Snapchat
via Wi-Fi. You can find both of these options under the “Add Friends” section on your profile, which you can get to
by tapping the ghost icon when you first open the app.

49
SocialPlaybook
SNAPCHAT GUIDELINES
Creatively spread the word. Since there’s no easy way for the PBS audiences on
other social sites to view content, promote the PBS Snapchat presence outside
of Snapchat. Feature the PBS Snapcode or username across other social media
channels and frequently mention it. Think about adding it to the PBS Facebook,
Instagram, Twitter, LinkedIn and Pinterest bios. Make your Snapcode your
profile picture for a brief period to draw attention to your Snapchat presence.
Or share it as an image post with a call for other Snapchatters to follow you.
Download and disseminate your Snaps. This is a must if you’ve got an
established online presence elsewhere that you can tap into.
It not only helps you promote your Snapchat presence, but also lets you
permanently host some of your Snaps on other channels to give Snapchat more
staying power in your content marketing mix.
Since Snapchat content is easily recognizable by other Snapchatters, even on
other channels, it’s a good way to give folks a taste of what to expect if they
follow you.
Save and share your best Snaps on Twitter, Facebook, Instagram—wherever
you can. Just because content doesn’t live for long on Snapchat, doesn’t mean it
can’t live forever elsewhere.
Measuring Snapchat Success. We’re limited when it comes to measuring
success, but there are three main “metrics”:
Views are more active than on other channels, and therefore more valuable as a
metric.
Screenshots tell you when someone has saved your Snap for later.
Replays tell you when someone has played your Snap again, either because they
want to enjoy it once more or because they missed it the first time.
You can see specifically who among your followers views each Snap in your
Story, which offers insight into who your truest fans are.
Outbound clicks through Snapchat can’t be generated, but include shortened
URLs in captions to track through bit.ly & goo.gl or use Snapchat-specific
promo codes for more measurable results.
Posting frequency
Get Real One-On-One Engagement. Aim to respond and send content directly to
individual followers. As long as they are following you, you as a business (and
on behalf of PBS) have the power to send messages directly to them.
You can send fans whatever you think works, but aim to build a deeply personal
relationship with them. It can turn them into a loyal customer faster than ever
before. An example of this, if you have a loyal follower who frequently snaps
you: send them a personalized video thanking them for their support. This
simple act can go a long way to build bridges and keep the PBS reputation
positive.
Being the cool kid. Using Snapchat, which is a cool platform, will naturally
make you a cool company as well. When organizations attempt to be cool it
nearly always leads to them looking stupid. But the Snapchat frontier is a path
that can pay incredible dividends.

50
SocialPlaybook
PINTEREST
Content guidelines
Focus on the aesthetics. Build out boards that focus on PBS’s unique design
elements. These can include: the dirty modern architecture, interior decor
(unique to each location), custom food shots (taken with the visual guidelines
provided), custom drink shots, and a compilation of user-generated content.
101:
Pins for the wins: A Pin is an image or video that people add to Pinterest.
People add Pins directly from websites or apps using the Pin It button. Any
Pin can be repinned and all Pins link back to their sources, which gets referral
traffic. Fans organize Pins by interest. People organize Pins into collections
called boards and share their boards with others. The same Pin might be added
to lots of different boards across lots of interests, making boards a great place
to discover new stuff. Fans use feeds to discover Pins. They can follow all of
someone’s boards or just the ones they like best. As they discover and follow
more Pinners and boards, fans have a feed that becomes more relevant and
personal to their interests.
Put the most relevant boards at the top. For example, these might be
color-inspired boards or boards with the most repins. Try Pinning a handful of
Pins at once that together tell a story and capture the imagination. Thoughtful
descriptions and witty text will make your Pins more inspiring and searchable.
Posting frequency
Pin at least once a day so followers get fresh content in their home
feeds. Don’t just Pin PBS-y stuff. Tell a richer story by adding Pins from others
and, in this case, from the PBS locations across the US, as each one tells a
compelling story. Explore partnering with influencers and lifestyle websites
to Pin their content. Followers will appreciate the Pins and influencers will
appreciate the referral traffic. Make sure your Pins link back to somewhere
helpful, so that Pinners can have a better experience and PBS can get more
referral traffic.
Example post copy
Create one board with beautifully designed cocktail recipes, another with
quotes from our favorite DJ’s, another with music mixes, fashion from location-
specific designers and buyable pins with PBS gear- from bowling socks to
t-shirts to shot glasses.

51
SocialPlaybook
LINKEDIN
Content guidelines
Beyond recruiting efforts, LinkedIn is a great place for a variety of helpful
social activities to boost the PBS business. With that said, focus on media
coverage, thought leadership from Robert and hiring updates. Focus the
campaign and pillar content on other channels.
101:
A few basics to always follow:
• Keep the page up to date
• Sparingly spotlight the four pillars. Let others tell the PBS story.
• Establish thought leadership:
- Show Robert and PBS as an authority to build trust among customers,
both current and prospective. Focus on establishing a business
presence and outlet to share company news.
• Build customer advocates: Be careful not to overdo self-promotion. Advocacy
and word-of-mouth magic happen through positive engagement. When brands
engage customers and build strong relationships based on respect and trust,
customers will “like” the brand and perhaps even love it. LinkedIn makes it easy
to be both personal and specific. You know a lot about the fan you’re interacting
with, so use that information wisely.
LinkedIn drives business value because it is based on a user’s professional
interests. This makes it an obvious and natural fit for sharing brand-based
updates, news, and info; as well as driving traffic to company-focused websites.
Business use. Ensure that the PBS page is always up to date. If the company
structure changes or there are exciting updates (like grand openings), be sure to
update the page, as it will update in followers’ news feeds.
LinkedIn is often a source of truth for individuals doing research.
Respond to posts, reviews, and questions. If a user leaves a product review,
thank them. If they have a complaint, address it. Answer questions and offer
advice and assistance.
Be genuine. In every interaction you have on behalf of PBS on LinkedIn, be
yourself as much as possible.
@responding. While LinkedIn has no smart user alerts, using the @name
when responding to comments is a good practice to keep conversation flow
coherent.
Posting frequency
Post content when there is something to say, but once a week should be more
than enough. Aim to be relevant, not just to hear yourself talk.

EARNED MEDIA &
PR BEST PRACTICES

53
SocialPlaybook
PUBLIC RELATIONS
PR team to provide coverage with article link, relevance, market (if not national), reporter information
(specific to social), hashtags, and any other pertinent information to PBS social team with an understanding
that if it is of the Tier 1 level of importance it will be posted within 24 hours. Levels of importance are as
follows:
Tier 1: National, extremely influential media outlet. I.e. New York Times. Bon Appetite. Food & Wine.
Social Channels: Facebook (do not write the same post for every channel; vary them), Twitter, Linkedin.
Post Timing: Must post within 24 hours of news break.
Tier 2: Local coverage determined by specific markets. This can be about grand openings, community
events or local countdowns. i.e. “Top 10 Places to Brunch in Austin” by Thrillist or Eater Portland covering a
seasonal punch.
Social Channels: Facebook (as they relate to that location; i.e. Austin news on the PBS Austin page only),
Twitter, Linkedin.
Post Timing: Must post within 3 days of news break.
Media coverage that is most relevant should always take precedence over other content or media coverage.
In an instance where PBS gets multiple media hits in one day, the most relevant article should be pushed out
first.
Relevant is defined as:
1. An upcoming event with high profile and visibility within that community and an initiative that PBS is
trying to push; i.e. If private party bookings are stagnant and an article comes out about private parties,
it will be prioritized.
2. An influence on a national publication that has the highest amount of credibility; i.e. the New York Times.

55
SocialPlaybook
COMMUNITY MANAGEMENT
Moderation. Brands have increasing levels of responsibility for user-generated content posted on their
walls or in comments. You’ll want to proactively think through your stance on inappropriate content
on PBS social channels, and your best practice would be to make this stance publicly available. This
lets your community know what you will and will not allow, lessens the chance of surprise, builds a
sense of safety and sets expectations. Social Channels are an open and public space, so you can’t control
everything people say, nor should you try.
Instances in which it is appropriate to remove user content would include: advertorial
content, harassment and abuse, derogatory or offensive language, threatening posts, and posts that
contain sensitive information (credit card numbers, addresses, etc.)
Instances in which you should address the comments instead of removing them include:
customer complaints, negative commentary, and critical statements. You may not like what people
always have to say, but, in social, you always have to listen.
Create service level agreements unique to each platform, then find a place to store or host them so
you’re able to refer back to them frequently. Make it clear to members of the pages when you’re online
and available to answer questions. Set the precedent that you’re not always around. Clean up spam and
profanity outside of your “online” hours, but aim to actively engage during those hours. Post the hours
you’re around publicly to set expectations.
Create a timeframe to which you intend to answer every question/comment asked and let it be
reasonable. Aim to get back to every member within 24 hours and within reason.
As PBS grows, so will the social communities. As this happens, define and redefine spam. It’s important
to constantly evaluate what is considered spam and inform all communities, both with publicly posted
guidelines and individually as people violate that policy.

56
SocialPlaybook
To expedite the time it takes to respond to questions that are asked on a normal basis, create a set of canned responses
(or FAQs) that are only visible internally. Pre-write responses for removed posts or the most commonly asked
questions in the Punch Bowl tone. Aim for each response to inform the user of the info they need, explain why, and
have a link (perhaps to the site if it makes sense) where applicable.
If behavior in the community is seen that is wanted, engage with it and reward it. Always acknowledge positive
behavior to get more of it.
Create community guidelines for each social channel where you can outline the following:
• What you do
• What you ask from members
• Guidelines for the community
Identify spam by 3 main categories:
1. Spam. Electronic junk. No more explanation needed.
2. Irrelevant. This is a judgement call. Often posts like this are discussed internally before deleted. While it’s not a
spam post, it doesn’t offer any value to the community.
3. Self Promotional: This is tricky; some people are deserving of a response and others are not. Positive encouragement
and suggestions go a long way.

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SocialPlaybook
How to review responses & tonality.
It’s better to start strict while moderating and loosen up once respect is granted.
When a post is removed, let the member know it happened and why.
Reactive responses:
• Answer the easy comments. If it’s a question that’s easy to respond to, do.
• If it’s complicated, hunt down the answer internally.
• Always route via a link to a specific page that will help.
• Follow up. When someone has been routed to a page, check in on them afterwards
to make sure their issue has been resolved. This goes a long way and will leave a
lasting impression to have members feel connected to Punch Bowl.
Proactive responses:
• Because posts get timely, be sensitive to questions that are coming up a lot, and
proactively post to let people know where the answers can be found.
• Close any replies with posts directing people to additional resources— like the
site. When a question is answered successful, try to include a link to the site that
could provide further info.
• Keep a list of Punch Bowl contacts (managers, locals, etc.) in case you need to tap
into their thoughts for an answer to a member’s question.
** Answering questions is good, but having die-hard Punch Bowl fans active on
your channels who can answer on PBS’s behalf is even better. Aim to get to know
the members on each page, as they can be used as a resource. Feel free to link back
to a previous post so as to not recreate the wheel for yourself.

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SocialPlaybook
CRISIS COMMUNICATIONS
Is the post within guidelines?
No- Remove Post
Yes- Does the post ask a question or require a response?
No- Engage. Welcome the user and encourage them to feel
at home.
Yes- Is it a question that can only be answered by a Punch
Bowl Social employee?
No- Encourage other influencers or frequent members to
help with the response.
Yes- Is it a question that is appropriate to answer? (Not
related to competitors, conflicting interests)
No- Contribute and let the larger marketing team know.
Provide some info to answer the question yourself, but
also loop in influencers for more detailed thoughts who
have had different experiences.
Yes- It is a sensitive question? (For example, food
poisoning or race issues, as seen in Detroit)
No- Offer support. Give them resources or love in some
sort of digestible and manageable way. Offer simple
answers where possible.
Yes- Escalate the situation immediately by letting Jodi
and Robert know. Robert will work with Feed Media and/
or legal to agree on official messaging for a response.
** Aim to respond within 3 hours of original posting,
especially if the original poster is an influencer with a
high amount of social clout.

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SocialPlaybook
INFLUENCERS & PARTNERSHIPS
Influencers come in many forms. From the web celebrity to the expert, it’s important to understand the
motivations of each type of influencer in order to understand the best way to engage with them.
Influencers span across all social channels — from Facebook to Twitter to Snapchat.
Note that not all influencers have the same impact; some have high reach (audience sizes), like celebrities,
journalists, or authorities in their specific space. Some have high resonance (engagement power), like activists,
connectors, and disruptors. Others have high relevance (contextual fit), like authorities, personal brands, analysts,
activists, experts, and insiders.
It’s easy to discover big names on Snapchat. These people can help PBS craft great content and reach audiences that
might have never considered it before.
PBS should focus on Snapchat, Instagram and Pinterest influencers, as they are the most likely to be “social selfies.”
Furthermore, these people are adopting Snapchat as a way to supplement their main content engine, giving fans an
intimate way to follow along.
Aside from sending them craft kitchen goodies and beverage program recipes, see if PBS can get featured in a highly
viewed Snapchat Story or see if PBS can entice an influencer to share an exclusive peek of a store to followers.
Incorporating partners through content and co-creation
Good content has a point of view. Great content is created with that point of view. Amazing content is created with
others who share that point of view. Not only will it offer a fresh way to view the topics that PBS is credible to speak
in, but it will also amplify your reach.
Aim to get to a place where PBS is creating beautiful, high-quality content with partners (from influencers to Novo
Coffee.) This could be an infographic showing how many punchbowls are consumed on a given night in Cleveland.
Or perhaps it’s an image showing how many jobs Punch Bowl provides to the cities it opens in (including partners
and the jobs that they provide) and the economic opportunities that are advancing the city. Once the engine is
running, it will always need more fuel and the fuel possibilities are endless.

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SocialPlaybook
MEASURING SUCCESS
Make sure you’re measuring something that’s meaningful to both your team and to
the PBS stakeholders. Ultimately, this is how success is judged, so choose carefully.
Make sure to measure what is controllable. Measuring based on growth is valuable,
but remember that a number of other factors (like how many people are willing to
partner with PBS and cross promote to get the word out) will have an effect on the
content as well.
Don’t focus exclusively on metrics. Metrics tell an important part of the story, but
not the ONLY part. Make sure you cover the rest of the story, too.
Think about following a two-part strategy, tracking both growth and engagement.
Growth: Set a big, hairy, audacious year-end goal for a total amount of followers
specific to each platform. Measure that with a growth rate and break it down to
explain what that means every week, month, and quarter. Track accordingly.
Engagement: Break this down into a few sub-categories.
Continual Upward trending: Research indicates that, as channels get busier, they
see a reduced rate of engagement on each post since user attention span gets
spread out over a bunch of different posts. With that in mind, it’s important to
make sure that as volume increases so do engagement numbers.
Average engagement per post: Take the average engagement numbers on the
current largest pages you currently aspire to be like and aim to beat them by 150%.
t

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SocialPlaybook
ANALYTICS & REPORTING
Using Sprout Social and the analytics platforms unique to each page, plan to chronicle data in
two big categories: post and page data.
Post data should chronicle all of the data around the content you are creating. This will vary per
channel but should cover impressions, likes, shares, emotions, comments, and views.
Page data will include total members, followers, likes, and views.
Reporting:
Reporting can become complicated; it’s easy to be overwhelmed by the data available and get
caught up on vanity metrics, like total number of followers. That said, there are some general
principles that you can follow to make sure you’re putting your best foot forward.
Plan to report on:
Growth: Look at the overall growth of the channels and the amount of likes, but be sure to
recognize that is a vanity stat.
Engagement: Track the number of actions that your content elicits, both user- generated
content and your own. Graph these out over time to make sure they’re continually increasing.

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SocialPlaybook
ANALYTICS & REPORTING
Post types: Chart these in pie graphs to make sure that the ratios are what is
desired —lots of discussion and advice requests over support/customer service.
Qualitative Feedback: It’s important to report on more than just metrics. Include
key user quotes, stories, and other qualitative information.
Next steps: Always close your plan with what to do next and what to look for.
Tips: Open with a few key central points to explain what you have to say. Make sure
that even if just the summary is read, it’ll be understood.
Make your report tell a story: Align your information behind a single, central
theme. Make all the information tell the same story so people will be more likely to
remember what’s going on.
Brand the report: Make it feel Punch Bowl-y.
Don’t be afraid to brag: People can be reluctant to “toot their own horn” in a report,
but you have to. Since no one will know what you’re accomplishing, you have to tell
them.
Link Shorteners: Be sure to check out your goo.gl or bit.ly links to see how your
shortened content is performing. If you use goo.gl, add a + before the link to track
performance.
Aim to increase total engagement and interest of the members you have over
acquiring new members just to acquire them for no reason. Aim to have a rich,
sustained and active community over a large one of members who don’t care. Aim
for Punch Bowl love.

Work in Progress Social Brand Playbook

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