View
87
Download
1
Category
Tags:
Preview:
Citation preview
SANTA FE SHARE RECAP
• Site Analytics:– 73,200 Pageviews– Average Time: 2:32– 36% Remained on Site
• Conversions:– 21,277 Total Sign-ups– 38,569 Shared Reach– 29% Conversion Rate
NACHOS NAVIDAD®
DIGITAL DASHBOARDS & REPORTING
2014
DASHBOARDS
• Website Analytics• Database Numbers – National• Database Numbers by Co-op or Store• Social Media – Tonality & Volume• Engagement Stats• Message Details (Email & Mobile)
• Very Scalable In the future!• Redemption• POS Numbers• SEM• Paid Placement
DIGITAL DASHBOARD
2014 PRIMARY OBJECTIVES
Database Growth
Extend reach of digital messaging.
Customer Engagement
Position Taco John’s and promotional menu items top of
mind to increase sales and customer loyalty.
Digital LSM
Build local relationships through local email, mobile and social
strategies.
STRATEGIC PILLARS
The Power of Brand Love Personalized Experiences Six Second Connection Mobile Decision Points
Presented at September APC
CURRENT PRIORITIES
Executing Remainder of 2013 Plan Digital Dashboard Development Mobile: App Requirements Defined Next
Step: Select Partner 2014 Blitz Planning Facebook: Local/National Plan New Website Planning Rebrand – Digital Aspects 2014 Messaging Changes
(Email/Mobile/App Push Messaging)
MOBILE DECISION POINTS
MOBILE DECISION POINTS
MOBILE USE
MOBILE WEB VS. APPS
COUPON PREFERENCES
MOBILE REQUIREMENTS
• Location finder – search by ZIP or use location services to show closest locations
MOBILE REQUIREMENTS
• Smart couponing:– Coupons available/unlocked for the following user groups:
• All users• Specific user segments near an individual location or group of
locations• Individual users or user segments based on previous app
activity (frequency of engagement, day part coupon redemption, etc.)
– Rolling expiration dates, based on coupon release or coupon open
– Coupon security measures to avoid fraudulent activity– Coupon redemption at location (not tied to POS system)– Dynamic coupon generation based on creative templates
MOBILE REQUIREMENTS
• Interactive menu• Nutritional information
MOBILE REQUIREMENTS
• Loyalty program/rewards:– Rewards based on
defined # of visits– Rewards based on
check-ins
MOBILE REQUIREMENTS
• Push messaging and/or SMS messaging – with delivery options customized at the individual user level. Ability to deliver:– Text-based messages– Image-based messages– Coupons tied to redemption
MOBILE REQUIREMENTS
• Check-ins and social sharing
MOBILE REQUIREMENTS
• App CMS for management of all app content• API Integration (push and pull) – primarily for
syncing users with existing databases, (ie Exact Target, Fran Connect)
• Ability to add custom engagement programs for different promotions
SUCCESS MEASURES
MOBILE: FOCUS ON ENGAGEMENT
FHCB MOBILE PLATFORM
FHCB GAME
• Goal: Build buzz around the Flaming Hot Cheetos Burrito to generate trial.
• Missions:– User accounts track mission completions, points and
rewards with the TJ app– Missions live within app and on landing page– Missions also pushed out within social media– Bonus points available via paid placement– Prizes awarded at different point levels
FHCB MOBILE PLATFORM
FHCB MOBILE PLATFORM
FHCB MOBILE PLATFORM
SOCIAL STRATEGY
2014
FACEBOOK SOCIAL STRATEGY
TWITTER SOCIAL STRATEGY
INSTAGRAM SOCIAL STRATEGY
GOOGLE+ SOCIAL STRATEGY
YOUTUBE SOCIAL STRATEGY
VINE SOCIAL STRATEGY
PINTEREST SOCIAL STRATEGY
SOCIAL MEDIA WEEKLY
Social Media Weekly
• Transition to Monthly • Upcoming Email/Mobile Messages
• Monthly Database Numbers
• Upcoming Digital Blitz Info
• Local Digital Messaging Ideas
LOCAL DIGITAL
Redemption 3.9%
Average 17% open rate
Benchmark 13 – 15% open rate
• Recent Case Studies
NEW TACOJOHNS.COM
Brain StormingDiscovery SessionsSimplifyIncrease UsabilityBackend ImprovementsTESTINGDevelopmentTESTINGLaunch
NEW TACOJOHNS.COM
Analyzing the Competition
TOTAL BUDGET
$33,000.00
$287,000.00 $48,000.00
$97,000.00
$30,000.00 $5,000.00
Campaign Strategy, Management & ReportingPositioning - Getting the Word OutFan Engagement - Social MediaBuilding Relationships through Email & Mobile Messaging - eCRMBlitz Specific EngagementMiscellaneous
+
Recommended