1. James Carney
Cannon Mascarenhas
Sarah Mudholkar
Pam Sahota
Sean Zinsmeister

2.  Local Brookline “Beer Bar and Kitchen”

4. How can we increase the
number of our customers?
 How can we increase loyal
customers?
 How can we create a 10%
draw from Events and
Promotions?

5.  Where are they:
 Twitter
 Review Sites
 Local Blogs
 Facebook
 Consumers say: A’s all around!
 Pros: Great Beer selection
 Cons: A bit packed (bad for consumers, great for
restaurant)

9. Competitor Facebook Twitter Blog Foursquare Other
Bukowski’s MySpace
The Abbey
Cityside
Washington Square Tavern Business page
White Horse Tavern

10.  Common Best Practices for Social Media:
 Listen First: Have the ears of an elephant and eyes of a
Hawk
 Commit time: No Pain no Gain
 Be transparent: Be true
 Give to get: Share! Share Share!
 Engage/R’ships: Engagement isn’t just about a ring

11.  Common Best Practices for Social Media &
Restaurants
 Time Commitment
 Pick your home court
 Advertise on platforms
 Offer follow options to consumers
 Post regularly
 To App or not to App
 Yelp
 Run fun promos
 Integrate on and offline efforts
 Humanize the Brand and KISS

12. Goal: Open New Windows of Opportunity
Awareness
(Communicating with Current and Future Customers)

Participation
(Driving Customers to Publick House)

Engagement
(Understanding Needs and Preferences)

Loyalty
(Building Lasting Relationships)

13.  Population of Brookline: 57,536
 Residents in the Age Group
21 – 34 years: 18,458
 Colleges/Universities closest to
Brookline:
 Boston University (2 miles)
 Berklee College of Music (2 miles)
 Boston College (3 miles)
 Northeastern University (3 miles)
 MIT (3 miles)

14.  Websites Customers Use for Restaurant Reviews:
 Yelp
 Zagat
 Urbanspoon
 Twitter
 Facebook

15. Publick House Reviews
boston.citysearch.com

17.  Publick House: Current Social Media Efforts
 Website
(http://www.eatgoodfooddrinkbetterbeer.com)

18.  Twitter Account
(http://twitter.com/thepublickhouse)

19. Our Social Media Plans for Publick House
 Blog
-> Customer Testimonials
-> Food & Drink Recipes
-> Employee Bios
 YouTube Channel
-> Visual Tour
-> Restaurant Events
-> Showcase Kitchen Talent

20.  Flickr Account
-> Menu Items
-> Guests and Employees
-> Signature Drinks
 Facebook Page
-> Connect with Customers
-> Promote Special Offers
-> Post Regular Updates

21.  Posterous
 Web Publishing Platform
 Post anything (photos, videos) online via email
 Autopost
 Facebook
 Twitter
 Flickr
 Blogs

22. Event Tickets (Belgian Beer Festival)
 Evenbrite
 Event Management Service
 Manages Registration
and Selling Tickets
 Spreads virally through
social networks
 Measures Effectiveness
 Hardware Required:
 Bar Code Reader ($30 / piece)

23.  Virtual Coupons (Promotions)
 Website
 Facebook
 Mobile
 Resources
 People (Owner or Employee)
 Time (Interact with Customers)

25.  BVIa = Blog Value Index
 adh = average daily hits
 aay= average advertising yield
 abt = average number of hours spent a day blogging
 ehw = employee hourly wage of the blogger
 BVI < 1 costing the company money
 BVI> 1 generating a profit
adh (aay/1,000)
BVIa = Abt * ehw

26.  Google Feedburner
2 Metrics
 Track Subscribers
 Calculate “Reach”
 Total Number of People
who Have Taken Action
 Viewed or Clicked

30.  Conversion Rate =
Outcomes/Unique Vistors
 Outcomes = Redemptions
 Unique Visitors = 1st Time Session

36. Loyal Customers
 Subscribers
 Brand Amabassadors
 WOM
 Multiple Redemptions
 “Repeaters”
 Success Factors
 Drive x-amount of
customers
 Brand Awareness
 Which events are more
successful?
 Business Strategy

37.  Scheduling a proactive facebook page that actively
pitches beer news, special bar events, and promotions
at the Publick House will increase the bottom line of
conversion rate of one time customers to brand
loyalists. While also managing reviews of social review
sites.
 This would therefore increase a spill over affect within
the network of Publick House Brand Loyalists and in
turn increase new foot traffic and trial users.

38. Teasing
 What: Send introductory Tweets to editors and beer
enthusiast “Twitteratti” and convincing them of the
Publick House offering wide array of beers
 Result: Build awareness of Publick House among local
beer blog writers, begin to release selected Twitter and
Facebook content.
Contests
 What: Using Twitter and Facebook design product contests
based on users spreading the word about Publick House
 Result: Build awareness of Publick House among potential
users, build fan base and motivate action to trial use.

39. E-Zine and Micro Blogger Outreach
 What: Identify and contact local foodie writers for coverage of
Publick House products.
 Result: Third party coverage will build awareness of Publick
House products.
Timed Content Release Tweets
 What: Write a series of Tweets to run for one week following
product launch, sent at peak usage times. Content will be
based on facts about Beer and new beers in relation to the
selection offered at the Publick House. Offer Tweets and
status updates of value for users to always be engaged with
Publick House as the center for information as to avoid being
seen as nuisance
 Result: With useful, interesting information people will be
more interested in your Twitter stream, a key quality for
building a fan base and thereby building awareness.

40. Social Media Plan