Publick House Social Media Plan
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Transcript of Publick House Social Media Plan
James Carney
Cannon Mascarenhas
Sarah Mudholkar
Pam Sahota
Sean Zinsmeister
Publick House
Local Brookline “Beer Bar and Kitchen”
Publick House
Don’t fear; Plan!
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?
Define the Question
Where are they:TwitterReview SitesLocal BlogsFacebook
Consumers say: A’s all around!Pros: Great Beer selectionCons: A bit packed (bad for consumers, great
for restaurant)
Observe: Your Customers
Observe: Your Competition
Observe: Your Competition
Competitor Facebook Twitter
Blog Foursquare Other
Bukowski’s MySpace
The Abbey
Cityside
Washington Square Tavern
Business page
White Horse Tavern
Where are they?
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
Observe: “Best Practices”
Common Best Practices for Social Media & RestaurantsTime Commitment Pick your home courtAdvertise on platformsOffer follow options to consumersPost regularly To App or not to App YelpRun fun promosIntegrate on and offline effortsHumanize the Brand and KISS
Observe: “Best Practices”
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)
Formulate
Population of Brookline: 57,536Residents in the Age Group 21 – 34 years: 18,458Colleges/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)
Formulate: Audience
Websites Customers Use for Restaurant Reviews: Yelp Zagat Urbanspoon Twitter Facebook
Formulate: Audience
Publick House Reviews
Formulate: Audienceboston.citysearch.c
om
Formulate: Audience
Publick House: Current Social Media Efforts Website (http://www.eatgoodfooddrinkbetterbeer.com)
Formulate: Content
Twitter Account (http://twitter.com/thepublickhouse)
Formulate: Content
Our Social Media Plans for Publick House Blog -> Customer Testimonials -> Food & Drink Recipes -> Employee Bios
YouTube Channel -> Visual Tour -> Restaurant Events -> Showcase Kitchen Talent
Formulate: Content
Flickr Account -> Menu Items -> Guests and Employees -> Signature Drinks
Facebook Page -> Connect with Customers -> Promote Special Offers -> Post Regular Updates
Formulate: Content
Posterous
Web Publishing Platform Post anything (photos, videos) online via
email Autopost
Facebook Twitter Flickr Blogs
Formulate: Tools
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)
Formulate: Tools
Virtual Coupons (Promotions) Website Facebook Mobile
Resources People (Owner or Employee) Time (Interact with Customers)
Formulate: Tools & Resources
Measurement
BVIa = Blog Value Indexadh = average daily hitsaay= average advertising yieldabt = average number of hours spent a day bloggingehw = employee hourly wage of the blogger
BVI < 1 costing the company moneyBVI> 1 generating a profit
ROI of Blogging
adh (aay/1,000)BVIa = Abt * ehw
Measuring the BlogGoogle Feedburner
2 MetricsTrack Subscribers
Calculate “Reach”Total Number of
People who Have Taken Action
Viewed or Clicked
Conversion RateConversion Rate =
Outcomes/Unique Vistors
Outcomes = Redemptions
Unique Visitors = 1st Time Session
Lytiks – Measure Engagement
Lytiks – Measure Engagement
Measuring: So What?
Loyal Customers
SubscribersBrand Amabassadors
WOM
Multiple Redemptions
“Repeaters”
Success Factors
Drive x-amount of customersBrand Awareness
Which events are more successful?Business Strategy
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.
Hypothesis
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.
Experiment: Launch Tactics
E-Zine and Micro Blogger OutreachWhat: 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 TweetsWhat: 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.
Experiment Continued
Social Media PlanPublick House