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COMPANY BARUWSMB Spring 2011
June 7, 2011
Elisabeth Naughton, Katie Riese, Melenie Yap
Overview• Neighborhood bar with strong community ties
• Alliances with local businesses and restaurants
• Targets 25-45 year-old residents of White Center and surrounding areas• White Center residents are primary customers• Secondary customers see it as a “destination”
• Community is proud and willing to support local businesses
Objective and Goal
Goal: Increase customer traffic and sales at Company Bar.
Objectives: Increase weekly revenue by $2,000 over the next 4-6 months.
Challenges and Opportunities
Company Bar currently has a presence on Facebook, Twitter and Yelp
• Facebook• Fans: 657• Little engagement with
fans
• Yelp• 25 reviews• 3 ½ stars• No engagement
• Twitter• Tweets: 12• Followers: 57• Following: 59• Lists: 6• Klout: 5• Retweeted 3 others• No @ replies (very low
interaction)
Challenges and Opportunities
Challenges and Opportunities
Challenges and Opportunities• Overall sentiment is positive
• Yelp has mixed reviews and is negative toward the service
• Greatest engagement occurs on Facebook• Vocal reviews, both positive and negative on Yelp• Some Facebook engagement, but very little interaction with users• Little to no interaction on Twitter
• Posts are almost exclusively from patrons• Experience at the restaurant is a popular topic• Interaction is largely commenting on posts
• Seeing a recent increase in likes• Also increase in original posts
Social Media Strategy• Use select social media channels to drive new and repeat
customers.• Position Company Bar as a destination within the Seattle
bar scene.• Use local influencers to serve as third party advocates
and build buzz via Twitter and Facebook.• Increase awareness. • Associate Company Bar with other Awesomeness. • Encourage and reward direct action taken by customers.
Social Channel Selection• Where is Company’s existing and potential clientele
talking online?
• What are they talking about?
• Begin the ‘active listening’ process: Seattlites, 21-45 are tweeting, checking-in, searching for visual information and the recommendations of friends and trusted ‘experts’.
Tools and Tactics
• Twitter, Facebook, Yelp and Foursquare are four tools to use toward Company’s strategic goals
• Reach the target 25-45 year old, social-media savvy, local demographic
• Engage with audiences in pre-existing channels – they’re already there, so talk to them!
• Reach out to influencers with interest in the Seattle bar scene
Tools and Tactics• Invest in Hootsuite, and employ Google Alerts, to easily track your online
conversations & mentions.• Hootsuite will allow you to post to Twitter, Facebook & Foursquare at the same
time, as well as monitor searches, people and conversations in and around Seattle.
Hootsuite
People are looking for you on Twitter!
Make sure you update your description to include as many people as you can.
• Mention the Greater Seattle Area • Your Address & Phone #• Link your Facebook account• #tag your entry with relevant terms
Make yourself easy to find!
• Actively seek out influential Twitter accounts in the greater Seattle area.
• Follow them, listen, and engage in the topics Company wants to talk about!
Twitter• A starter list of accounts to follow:
http://twitter.com/#!/choicemorsel http://twitter.com/#!/bonnevivante http://twitter.com/#!/surlygourmand http://twitter.com/#!/ChefReinvented http://twitter.com/#!/lesliedines http://twitter.com/#!/seattlefoodgeek http://twitter.com/#!/YelpSeattle http://twitter.com/#!/EATDRINKNW http://twitter.com/#!/SeattleNightOut http://twitter.com/#!/nwbeerguide
http://twitter.com/#!/SeattleHHGuide http://twitter.com/#!/UrbanDrinksSEA http://twitter.com/#!/SeattleMet http://twitter.com/#!/JessVoelker http://twitter.com/#!/gastrognome http://twitter.com/#!/allisonscheff http://twitter.com/#!/foodiecritic http://twitter.com/#!/aBigMouthful http://twitter.com/#!/franticfoodie http://twitter.com/#!/nancyleson
http://twitter.com/#!/RebekahDenn http://twitter.com/#!/tastebud1 http://twitter.com/#!/WasabiPrime http://twitter.com/#!/knitpurl http://twitter.com/#!/subpop
http://twitter.com/#!/kexp http://twitter.com/#!/Seattleglobe http://twitter.com/#!/RueSeattle http://twitter.com/#!/dishinseattle http://twitter.com/#!/DListMagazine
Twitter• Twitter best practices:
• Don’t be shy about conversing with and about your community. Take a few minutes each day to tweet and RT things of interest.
• Send a thank you via Twitter & FB to anyone who follows you, or writes about Company in the press. Use bit.ly to shorten links to articles.
• Use pictures! Take pictures of your meals & drinks, offers, etc. and remember to #tag (#brunch, #seattle, #coolcocktail #awesome, etc)
• Follow Friday (#FF) is a great way to mention engaged guests and local people/ events
Twitter• Twitter best practices (cont.):
• Recommend local events, concerts, etc. that you think your guests will enjoy. Don’t always link that to drinking/dining with you. Mention stuff you genuinely like, and if relevant, mention a pre or post event stop at Company.
• Keep tweets short: Direct audience via bit.ly back to your Facebook for longer notes, menus, and photos.
• Reach out and offer to host a tweet up! Every few weeks, organize a #companybartweetup for an interested group of people. White Center Tweeters, Art Walk Organizers, Local Foodies, etc.
Twitter• Using Twitter re: Company’s Goals and Objectives
• Awareness: Aim to add 10-20 quality followers a week.• Revenue: Start to keep a tally of # tweets/posts a week and over
time, look at % of sales weekly. Track Likes, Follows, ReTweets, @mentions per week and note any relationship – even flat – between them over time. Focus on building on any positive relationship you notice.
• Community: 400 – 500 followers is reasonable after 4-6 months. Be patient and consistent.
• Presence: Achieve a notable, searchable presence in the greater Seattle, White Center, and bar/restaurant communities.
• Impression / Association: Develop a shared visual impression of your food, clientele and interests by tweeting and retweeting others.
Facebook• Align with key partners by “liking” them on
Facebook and following them on Twitter (i.e. Seattle Weekly, The Stranger, etc.)
• Create photo albums of food/drink served there, interior/exterior of the bar, friends/patrons of bar. Consider
• Have a professional photographer take enticing photos of the finished bar.
• Engage with Facebook followers by administering contests, such as “Name that cocktail”, or encouraging patrons to post photos of their meals.
• Offer incentives to be retrieved at the bar.
Instagram• Instagram is a new iPhone photo
filtering app that is like a combination of Twitter/Facebook/Flickr/FourSquare – for you can geotag where you are
• Allows users to post photos of new dishes and specials
• Foodtography is a rising trend and is most relevant to Company
• Stream to Facebook and Twitter
Yelp
• Already an engaged audience that is not receiving acknowledgement from the restaurant• Need to monitor and actively respond to reviews
• Actively monitor comments and reviews• Post responses to both positive and negative reviews
• This is particularly important with negative reviews• Opportunity to right a wrong and demonstrate level of customer
service• Demonstrate Company Bar’s service committment
Foursquare• People who check
into on Foursquare,
can engage followers
and they can leave tips
for others visiting the bar.• Publicize and encourage participation by posting Foursquare
decals• Offer specials that drive customers from local area
• Get a free appetizer on your first visit
• Offer special that encourages repeat visits• Get a free dessert on your fifth visit
• Offer a secret menu item for loyal customers (Mayor)• Get access to a special dessert when you check-in on Foursquare
Content Calendar• Create a calendar to of what you will publish each day.
• Use tools like Hootsuite to schedule your posts weekly
• Include a specific call to action with each post• This encourages engagement and give users an opportunity to
contribute
• Offer a variety of engaging content that appeals to customers• Content doesn’t necessarily have to be related to the restaurant• It’s important to show the personality of the bar and it’s owners to
easily relate and connect with customers.
Content Calendar• Monday: Music Monday (music news/trivia, what is the bar currently
playing?)• Sample: Now playing: Fleetwood Mac. What’s at the top of your playlist?
• Tuesday: Trivia Tuesday (ask questions pertaining to your interests or the bar and offer a prize)• Sample: The predominant flavor in gin comes from what berry? First to
answer correctly wins a free appetizer!
• Wednesday: White Center Wednesday (spotlight community news)• Sample: Don’t forget to check out the White Center Art Walk this week!
Who’s attending?
• Thursday: Thirsty Thursday (drink specials)• Sample: $1 off all draft beers tonight when you mention you saw us on
Facebook or Twitter!
• Friday: Follow Friday (recommend others to your followers who you like and want to be affiliated with)• Our neighbors are awesome. Seriously. Check them out: (Links)
White Center Art Walk
Tweet Up
4th of JulySpecial
Local musician performs
Brunch special
Music Monday
Music Monday
Music Monday
Music Monday
Trivia Tuesday
Trivia Tuesday
Trivia Tuesday
Trivia Tuesday
Thirsty Thursday
Thirsty Thursday
Thirsty Thursday
Thirsty Thursday
Follow Friday
Follow Friday
Follow Friday
Follow Friday
White Center Wednesday
White Center Wednesday
White Center Wednesday
White Center Wednesday
Measurement and Monitoring• Track and measure revenue and number of customers
• KPI of overall goals and objective
• Monitor and measure quantifiable social media data using free tools• Facebook
• Facebook Insights, including comments, likes, photo views
• Twitter• Klout score – overall measure of engagement metrics• Number of retweets, @ mentions and followers• Hootsuite analytics
• Foursquare• Number of check-ins, tips left, specials redeemed
• Yelp• Review responses, customer referrals from Yelp
Measurement and Monitoring• Relate social media metrics to revenue and customers
• Distinguish between impressions and engagements• Impressions require consumers to have seen/read
• Post views
• Engagements require consumers to act on something they have seen/read• Comments, follows, @ mentions, RTs, reviews, likes, link clicks
• Compare social media activity levels against revenue and number of customers over the next 4-6 months
• Evaluate the most and least effective tools• How and where are customers engaging with Company Bar’s social
media properties?
• Adjust social media plan based on successes and failures over 4-6 month period
Marketing Plan• Publicize social media presence on collateral & website
• Use QR codes to provide direct link to Facebook, Twitter, Foursquare
• Reward customers for engaging online through Foursquare specials, Facebook and Twitter promotions
• Demonstrate a commitment to the online community by soliciting and incorporating ideas and feedback• Read and respond to Yelp reviews• Commit to community event once a month
• Partner with neighboring organizations to cross-promote social media Fridays• Leverage partnerships for Follow Fridays, Facebook links, etc.
Organizational Support, Policy and Training
• Jesse is the personification of Company Bar• As the face of the restaurant, he also needs to be the voice
• Mirror the tone of the customers engaging with the channels.
• If passing off to employees, need to implement clear social media policy and standards• Establish explicit social media guidelines that lay out content
calendar and engagement protocol
