social media strategies; fireside lounge 05.29.2014
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Fireside Lounge 1453 Webster St, Alameda, CA 94501
(510) 864-1244
www.thefiresidelounge.com Facebook: thefiresidelounge Twitter: @FiresideAlameda
Isabel Mengs, Ines Kusturica, Vasudha Sridharan, Bruna Couto, April Wolford, Aisha Ahmad, Johnathan Graham
“Had a long day at work?” “Celebrating your friend’s birthday?”
“Taking your date to a live music show?”
Fireside Lounge is a place you want to go!
What Makes Fireside Lounge Special?
Great Atmosphere
Local craft beers and
homemade cocktails
Fun & Friendly
Bar
Live Events &
Trivia Nights
Great Music and
Homemade Drinks
Location: Alameda, California
The Spark That Lit The Fire “Go to where ever dreamland you decide on. But go with passion hand-in-hand. You will never be tired on the way.”
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1942
- Fireside Lounge Opens - World War II - President Franklin D. Roosevelt speaks to the American People through his Fireside Chats
1942-2011 - Fireside Lounge stays open - Place where servicemen and women and locals alike are welcomed
2011
- Sandy, Bitsy and Keeley purchase Fireside Lounge - Nickname: Three Sirens
72 Years of History
2014 - Local craft beers, handcrafted cocktails, games, live music, theme nights, special events
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Message from Three Sirens:
“We believe that people work hard and except quality, that Alameda is still a vibrant economic place and that The Fireside is on the front line of providing a comfortable and relaxing space to gather with friends, enjoy good music and tasty beverage.”
Mission: “Spread the excitement and knowledge about the best craft distilleries”
Business Goals - Increase the annual revenue by 100% - Increase the value of the business by 100%
Marketing Goals - Develop and implement Social Media strategy - Increase employees engagement
Brand Goals - Build brand awareness as a “friendly neighborhood bar” - Have best quality craft brew and liquors in East Bay
Where would Three Sirens like to be in One Year?
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Telling the Story Behind the Bar “The World is shaped by two things: stories told and the memories they leave behind.” 7
! Feature interviews with bands on Facebook and Blog ! Tag Performers
! Add video clips of performances to your YouTube channel ! Post pictures of performance nights on
Tell the Story Behind Your Music
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Sample Tweet: @MichaelBarrett was a founding member of which Beatles tribute band. 50% off a tap beer 1st correct reply. #AlamedaBars
! Post photos and encourage users to suggest headlines ! Engage band fans with insider info
! Ask trivia questions on Twitter ! Pick fun and lighthearted questions ! Customers win incentives
Sample Tweet: Name the child actress, and Alamedan, who became an ambassador. 50% off a tap beer 1st correct reply. #Alameda #FiresideLounge
Engage Advocates with Trivia
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! Share your expertise! ! Blog about featured breweries & liquors
Tell the Story of Your Libations
! Film clips of tastings and interviews
! Poll customers to “vote” on new drink ideas
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Choose historic dates and create events around them Sample Tweet: Join us in celebrating our Veterans. Vets get 50% off drinks. #Alameda #FiresideLounge #LocalBars
Sample FB Poll: What was the topic of FDR’s first Fireside Chat? #Alameda #BarsWithGames #FiresideLounge
Blog about interesting historic events
Take Us Back In Time
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• Engage customers during live events
• Ask trivia questions about band during performance on Twitter • Customers win incentives
Facebook Post: How many Stanley Cups have the NYRangers won? #Alameda #FiresideLounge
Engage in Real Time
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30% 20% 30% 10% 10%
Content Pillars
Music (i.e. interviews with
bands, clips of performances)
Trivia (i.e. history questions,
themed events)
Liquors (i.e. tastings,
expertise, drink
naming)
Historic Events
(i.e. quizes, themed events)
Real Time Content
Blogs
YouTube
Know Where Your Focus Is
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Know Your Story Before You Share it With Others “Have a vision. It is the ability to see the invisible. If you can see the invisible, you can achieve the impossible.” 14
MONDAY - Day 2 TUESDAY - Day 3
N/A Music Post
Conversation 1/2h Night Performance Photo Upcoming band video
WEDNESDAY - Day 5
THURSDAY
- Day 4
OFF
FRIDAY - Day 6
N/A Beer Poll Auto Tweet Beer Photo NA
N/A Drink of the week-Ask a Q Auto Tweet Cocktail Photo N/A
Historic Event
Blog related post
Auto Tweet
Staff / Bar Photo
Distillery Interview
N/A Trivia Promo / Quest Trivia Auto Tweet NightPhoto Upcoming band video
SUNDAY - Day 1
N/A
Post
Auto Tweet
Bar/Band Photo
Last night performance
SATURDAY - Day 7
Be Strategic: Plan Your Storytelling! Month Theme: Summer
*For the full content calendar, please see Appendix A 15
“The Price of Greatness is Responsibility” Share Your Vision with Your Employees
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Who Does What?
Chief Content Officer
Managing Editor
Contributor
Community Manager
Administrator
Chief Content Officer: Decides on a vision, approves monthly content calendar; runs analytics Managing Editor: Creates content calendar and manages website and Facebook Contributor: Creates content for Facebook, Twitter, Instagram posts; writes weekly blog post Community Manager: Engages in real time conversations with customers; distributes incentives Administrator: In charge of quality control of platforms; manages YouTube, Facebook and Twitter
Owner: Keeley
Owner: Bitsy
Owner: Sandy
Employee
Employee
Employee
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Social Media Policy
Employees
Empower
Train Reward
• Employees in Charge • Decision Makers • Real time engagement
with customers
• Dinner • Movie Tickets • Bonus • Day Off
• Research and Show
Effective/Non Effective Social Media Use Cases
• Lead by Example • Create Formal Social
Media Policy • Make the Vision and
Goals Clear
Travelling the Distance: Social to Sales “Coming together is a beginning; keeping together is progress; working together is success.”
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From Selling to Connecting with your audience
Accepting New Rules of Business
Large Campaigns to Small, Effective Acts
Transparency to your Customers
Being “Available Everywhere”
Connecting with Customers = Success
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Advertising
Conversations
Community
Contests
Four Steps for Social Media Success
Spread the Word Sponsored Ads • FB, Twitter, Emails • In Store Awareness • Verbal Promotion
• Create Content • Show the
Community You Care
• Customer Service is Priority
Metrics: • Number of Fans;
Comments on Blogs • Customers
Feedback • Actual Sales Leads;
Saved Expenditures
• Arrange In-Store Activities
• Exclusive Discounts/Deals
• Make it Lucrative 21
Reach
Engagement Conversion
Yardstick for Social Success
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Recommendations:
• Website Redesign • Keyword Research • Organic SEO • Website Updates • One blog post a
week • Link the website to
Google Analytics & Web Master Tool
“There are no Secrets to Success. It is the result of preparation, hard work, and learning from failure.” Track and Measure your Results as You Go! 23
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So Many Choices
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Affordable
Designed for Small Business
Users
Mobile/Desktop Friendly
Built-In Analytics & Tracking Functionality
Intuitive and Easy-to-Use
Multi-User Support
Scheduling/Optimization Functionality
What Matters to the Fireside Lounge the Most?
Employees Empowerment
Content Calendar
Limited number of employees
Achieving the goals
Real time customer
engagement
3 Owners; 5 Employees
Small Business
The Winner: Buffer – A Better Way to Share on Social Media
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Buffer
Analytics and
Tracking
Web and Mobile
Friendly
Multi-User Support
Scheduling Capabilities
Affordable ($50/month)
Key Performance Indicators: % Increase
Re-Tweets
@Mentions
Active Followers
Posts
Likes
Times Content is Shared
Signs that Fireside Lounge has Achieved its Goals
Current: 0 Goal: 10% of Tweets
Current: 2% of posts Goal: 15% of posts
Current: 16 likes per post (average) Goal: 30 likes per post
Current: 0 Goal: 30 a month
Current: 545, 1193 (TW, FB) Goal: 800. 3000 (TW, FB)
Current: 1 a day (same for TW and FB) Goal: 3-4 a day (different for TW and FB; post on more social media platforms)
*Results expected 6 months after the social media content strategy is implemented
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Thank You!!
Questions?
• http://www.historyorb.com/events/date/1942 • http://www.thefiresidelounge.com/ • https://www.youtube.com/watch?v=Ruz_cMIaAuE
https://www.facebook.com/thefiresidelounge • https://twitter.com/FiresideAlameda • http://blog.bufferapp.com/introducing-buffer-for-business-the-most-simple-powerful-
social-media-tool-for-your-business • http://www.teachprivacy.com/employer-social-media-policies-a-brave-new-world/ • http://www.britopian.com/2014/01/10/epic-idea-2014-brands-need-get-content-right/ • http://www.britopian.com/your-brand-the-next-media-company/ • http://soloprpro.com/the-best-content-and-social-media-calendar-templates/
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References
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Month: JuneSunday Monday Tuesday Wednesday Thursday Friday SaturdayDay# 1 Day# 2 Day# 3 Day# 4 Day# 5 Day# 6 Day# 7Blog: NA Blog: Historic Event Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:FB: Drink of the week- ask question
FB: Blog related Post FB: Trivia promo/question
FB: Music Post FB: Beer Poll FB: Post
Summer TW: auto tweet TW: auto tweet TW: Trivia auto tweet TW: Conversation 1/2h TW: auto tweet TW: auto tweetInst: Cocktail Photo Inst: Staff/Bar Picture Inst: Night Photo Inst: night performance
photoInst: Beer Photo Inst: Band/bar photo
YT: NA YT: destilleries interviews
YT: NA YT: Upcoming band video
YT: NA YT: last night perforance video
Day# 8 Day# 9 Day# 10 Day# 11 Day# 12 Day# 13 Day# 12Blog: NA Blog: Summer drinks Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:FB: Drink of the week- ask question
FB: Blog related Post FB: Trivia promo/question
FB: Music Post FB: Beer/brewery Post FB: Post
Summer TW: auto tweet TW: auto tweet TW: Trivia auto tweet TW: Conversation 1/2h TW: auto tweet TW: auto tweetInst: Cocktail Photo Inst: Staff/Bar Picture Inst: Night Photo Inst: night performance
photoInst: Beer Photo Inst: Band/bar photo
YT: NA YT: tasting YT: NA YT: Upcoming band video
YT: NA YT: last night perforance video
Day# 15 Day# 16 Day# 17 Day# 18 Day# 19 Day# 20 Day# 19Blog: NA Blog: Partner history Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:FB: Drink of the week- ask question
FB: Blog related Post FB: Trivia promo/question
FB: Music Post FB: Liquor Poll FB: Post
Summer TW: auto tweet TW: auto tweet TW: Trivia auto tweet TW: Conversation 1/2h TW: auto tweet TW: auto tweetInst: Cocktail Photo Inst: Staff/Bar Picture Inst: Night Photo Inst: night performance
photoInst: Beer Photo Inst:
YT: NA YT: brewery interview YT: NA YT: Upcoming band video
YT: NA YT: last night perforance video
Day# 22 Day# 23 Day# 24 Day# 25 Day# 26 Day# 27 Day# 26Blog: NA Blog: Summer Tastings Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:FB: Drink of the week- ask question
FB: Blog related Post FB: Trivia promo/question
FB: Music Post FB: Liquor Post FB: Post
Summer TW: auto tweet TW: auto tweet TW: Trivia auto tweet TW: Conversation 1/2h TW: auto tweet TW: auto tweetInst: Cocktail Photo Inst: Staff/Bar Picture Inst: Night Photo Inst: night performance
photoInst: Beer Photo Inst: Band/bar photo
YT: NA YT: tasting YT: NA YT: Upcoming band video
YT: NA YT: last night perforance video
Day# 29 Day#30 Day# 1 Day# 2 Day# 3 Day# 4 Day# 5Blog: NA Blog: Top Breweries Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:FB: Drink of the week- ask question
FB: Blog related Post FB: Trivia promo/question
FB: Music Post FB: Beer Poll FB: Post
Summer TW: auto tweet TW: auto tweet TW: Trivia auto tweet TW: Conversation 1/2h TW: auto tweet TW: auto tweetInst: Cocktail Photo Inst: Staff/Bar Picture Inst: Night Photo Inst: night performance
photoInst: Beer Photo Inst: Band/bar photo
YT: NA YT: expert interview YT: NA YT: Upcoming band video
YT: NA YT: last night perforance video
Special Content Ongoing Content Event Post Goals Post GoalsSocialMedia special event: Events: FB: FB: SocialMedia promotion: Blog posts: TW: auto tweet TW: auto tweet Program promotion: Tweet/pics G+: G+:Site content: Tips? Inst: Inst:Logo: Questions? YT: YT:
Appendix A: Content Calendar
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