knight center social media strategy
DESCRIPTION
The Knight Center is a hotel, conference center, and dining facility on the campus of Washington University in St. Louis. They own and operate a franchise of Einstein Bros. Bagels, also located on campus. After noticing a void in The Knight Center’s social media presence, General Manager Gene Castellitto brought in our Management Communication group to create a marketing plan focusing on using social media. We propose that The Knight Center should implement Bonfyre, a geo-location application, Twitter, and Facebook as part of its social media strategy to boost its online presence.TRANSCRIPT
Check In to Social Media to Check Out Your Full Potential!
Melanie Gatewood, Jonathan Jebson, Eve Josephson, Julia Millot and Amrita Sengupta!
What’s the Deal with Social Media?!
O 400 million active Facebook users !
O 70% of small business owners use Facebook for marketing!
O 55 million tweets per day on Twitter!
O 56% of people who check Facebook or Twitter multiple times a day use a mobile device!
Source: Mashable
Source: Mashable
How Do We Move Forward?!
BONFYRE! TWITTER! FACEBOOK!
Check In To Social Media to Check Out Your Full Potential!
Bonfyre!O Over 1,200 registered users at Wash U!!O Nearly 10,000 Wash U check-ins!
O Check-ins at venues with specials have increased tremendously!O Chill: 12 check-ins before, 100 check-ins after!
How to Use the Application!
Engaging Users Through Mobile Apps!
O Weekly Specials!O Knight Center: Check in at Dining Room,
Get 10% off your meal!!O Einstein’s: Check in during Happy Hour and
get $1 bagels!!
How Do We Move Forward?!
BONFYRE! TWITTER! FACEBOOK!
Jumping on the Twitter Bandwagon!
O Separate Twitter accounts!O @WashUEinsteins!O @cf_knightcenter!
O Change the tone of tweets!
O Tap into local markets!!!
Becoming a Twitter Expert!O Trending Topics!
O #EBB!O #STL!O #CFKC!O #rightnextdoor!
!O “ReTweeting”!
O @ Mentions!!
@cf_knightcenter Example!
@WashUEinsteins Example!
How Do We Move Forward?!
BONFYRE! TWITTER! FACEBOOK!
1) Increase “Likes”! !2) Engage Users!
Increasing “Likes”!Facebook Ads!
!
• Reach = 6,000 !• CPC = Cost per Click!• CPI = Cost per
Impression!
• Can achieve over 90% increase in likes!
• Zero cost!
Splash Page!!
Engaging Users!O Tag, tag, tag!!!O Sweepstakes!!
!
O Reward Re-Posts!!O Get Personal with WashU!
!
Implementation!O HootSuite!
O Social Media Dashboard!O Tracks Return on Investment!
O Hiring Social Media Intern!O Manage Facebook and Twitter accounts!
Conclusion!O Bonfyre!
O Newest local technology craze!O Positive reinforcement!
O Twitter!O Focus on two target audiences!O Effective use of humor!O Optimizing business connections!
O Facebook!O Einstein & Dine!O Up to date events and specials!O Staying present in consumers’ minds!
!
BONFYRE
Check In to Social Media to Check Out Your Full Potential!