san remo social media campaign 2009 09 02

Social Media Campaign

Summer 2009

Follow the money

Follow the crowd

The POST model

People

• Demographics

• Generally upscale

• Lifestyle

• Disposable income

• Technology savvy

• FSA “barrier”

Objectives

• Platform

• List

• Champions

• Experiment

• Brand awareness

• Traffic

• Knowledge transfer

Strategy

• Seeding

• Content: 80/20 or 3-1-1

• Many hands

• KPIs

• Prepare for dialog

Technology

Project plan

KPIs

Outcomes

Pros• List built• Dialog started• Content flowing• Tried one promo TT &

FBF• Some knowledge

transfer

Cons• Champions still in

process in engaging• Only promo low

impact• Multimedia production

drawn out

Learning

• Executive support needed• Barriers to adoption must be removed• Not advertising – digital schmoozing• Not free – labor intensive• People interact with people not brands• Success only comes with much

experimentation• Long haul commitment

Future marketing

• The publishing platform will allow San Remo to “tie in” numerous cross-marketing tactics, such as:– Food reviews– Customer comments, photos, polling/voting– Wine reviews/recommendations (cheese?)– Coffee/dessert reviews– Contests– Coupons/specials/Prix Fixe evenings– Recipes/Italian cooking tips– Music faves or reviews, free Sinatra CD with meal– Italian tourism/photos/stories– Partner packages (romance evenings, etc.)

Future success metrics

• # of FB fans/page views• # Twitter followers• Tweets/Retweets• Blog audience stats (views/visits)• SMR stats (views)• Customer mentions• Restaurant traffic• Coupon or special redemptions• Restaurant revenue on key nights• Survey results• Staff adoption

Questions?

Doug Lacombe, MBAdoug@communicatto.com@dblacombe on Twitter

Jeff Nelson, MBAinfo@anduro.com

@jungle_jeff on Twitter