Social Media, a case study.

2月8日

Last week a colleague of mine approached me about consulting her client in the social media marketing area.  To cut a long story short, I agreed to give them some guidance and let them on their way.

Here are the step-by-step action items that I had set in place for them to follow through with.  Feel free to give me any feedback.  I always tell my clients that although I work in the marketing, advertising and social media marketing field, I am no expert.  I am always learning new things everyday to build on my existing experience.

Here’s a little background on the company I consulted for as well as the parameters I had to deal with.  Please note that I’ve kept their identity anonymous.
– Local eatery connected to a mainland franchise.
– Because they are connected to a mainland franchise they aren’t allowed to have their own localized website.
– My colleague, their PR representative, along with the owners of the franchise would be responsible for posting content.
– They serve the island of Oahu with 2 locations.  So their existing marketing efforts don’t extend outside of Oahu.

Here’s the guide that was sent over to them.  I kept it generic but we filled it together in some of the areas.

Step one, commit. Decide which social networks you would like to sign up for and commit to.  There’s a lot of legwork and man hours involved and as I normally tell my clients, for social media marketing (SMM) to work most effectively you either give it your all or don’t get involved.  Focus on what you can handle rather than spreading yourself thin.

In their case, we felt Facebook, Twitter, YouTube, Yelp and FourSquare would be the vehicles they would use for now.

Step two, structure. Loosely, determine how you will use each medium.  I say loosely since social media is always evolving and at any moment your course of action may require improvising.

Facebook

  • Restaurant information (hours of operation, web links to other platforms, location info, etc.)
  • Event/news announcements.
  • Photos & video, from both the restaurant and fans.
  • Reviews posted (external and via Facebook).
  • Fan feedback & response.
  • User stats.
  • Review competitors.
  • Advertising.

Twitter

  • Event/news announcements.
  • Tweet-ups and event invites via Twtvite.
  • Interact with consumers and welcome feedback.
  • Run promotions.
  • Review competitors.
  • Post pictures or live video (via U-stream) at events.

Yelp

  • Unlock business page and respond to consumer feedback.
  • User stats.
  • Business page and check-in rewards.

FourSquare

  • Check-in offers.
  • Create tips via 3rd party “seeding.”
  • Rewards for mayorship.

Step three, get organized. Before you sign up, get organized and have some content ready from the get-go, especially for Facebook and Twitter.  Whether it’s photos of your dishes or past events, content goes a long way.  You should also have your Yelp and FourSquare offers planned out as well.

You want consumers to get the sense that you know what you’re doing and that you’re going to give them instant value from the moment they start associating themselves with you.

Make sure you get organized internally as well.  That includes informing your staff of your new initiative, determining their roles and communicating any rules or conduct you may have for them in this area.  The last thing you want is having a customer asking for his/her reward for their FourSquare mayorship and your staff not acknowledging the accomplishment because they don’t know what that is.

Create a physical environment that’s ready for your move into SSM.  This may include things such as SMM logo bugs on your menus, table tents and business cards.  You’ll probably want to have door stickers for Facebook, Yelp and FourSquare as well as counter cards at the cashier.

Step four, sign up. Sign up! It’s time to start driving people to your networks.

Step five, drive traffic. Now that you’re organized and signed up, you’re ready to start driving traffic.  There are many ways to do this, so I’ll just list a few of them that have proven to be successful.

  • Follow those established on Twitter.  They are more than likely to follow you back and provide you with great content.  They also probably have a large following, a network you want to be a part of especially if they are willing to spread the word on you.
  • Set up a few trusted system administrators on your Facebook business page so your network for “sharing” increases.
  • Include mention and links on your email newsletter.
  • Integrate your SMM with your traditional advertising.  This could include adding the “Find us on Facebook” or “Follow us on Twitter” logo bugs on your print ads or any mention in broadcast.
  • Use your network of SMM collectively.  IE, mention on Twitter that the FourSquare mayor of your establishment gets a reward.  Or add a tip on FourSquare that every person who follows you on Twitter will received one free_______________ ….you get the point.
  • Host an event.  Weather it’s a “tweet-up,” a new menu preview or an open invitation on Facebook, entice people to try out your product/service.  Let those in attendance help you spread the word and increase your community.
  • Promotions go a long way to increase you visibility and network so long as you don’t oversaturate them.  If you can provide something such as a trip, shopping spree, free dinner for a year or anything with at least a high “perceived” value then you’ll attract a larger following.  IE. Like us on Facebook or Follow us on Twitter and be entered to win _____________.

Get creative, this is really your opportunity to try something new or something you’ve always wanted to try in traditional media but found it too costly.  Just make sure you plan out all the details and logistics before you follow through with it.

Step six, maintain. You’re not out of the woods just yet.  Now that you’ve set your networks up and increased your visibility and following you’ll need to maintain your audience’s attention.  Keep providing quality content and reasons for them to seek you out.  You may want to continue with the occasional event and promotion or rewards for loyalty.  See what’s worked best for your business and continue to improve upon it.

It’s not necessary but I like to make sure to keep up with what’s going on in the world of SMM by subscribing to such feeds as SmartBrief, Mashable or Alltop so I know what my consumers are being exposed to and I’m up-to-date on the latest technology & methodology.

Lastly, don’t lose touch with your consumers.  Respond to their questions, interact with them, talk about things other then yourself so you don’t sound so commercialized. It wouldn’t hurt if consumers knew that there’s a real person and voice behind your SMM network.  Just be sure that the personality you give off is consistent with your brand image.

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3 responses to this post.

  1. […] This post was mentioned on Twitter by WaialuaDaKine, Brandon S. Brandon S said: Social media, a case study http://bit.ly/f3wDUt […]

    Reply

  2. B, good game plan and outline. Most clients I meet are stuck at Step One. They WANT to do it but just don’t have the manpower to be consistent at it.

    Reply

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