social media in the social scene
Post on 21-Oct-2014
1.094 views
DESCRIPTION
IS 415 UAB Project for Educational UseTRANSCRIPT
SOCIAL MEDIA IN THE SOCIAL SCENE
How Restaurants can leverage Social Media
WHAT ABOUT THE INDUSTRY?
THE RESTAURANT INDUSTRY
$632 billion Annual Sales 970,000 locations 48% of Food Dollar Spent in
Restaurants Over $2,500 per Household
12.9 million Employees 1.4 million More in Next Decade 80% of Owners Began in the Trenches 50% of All Adults Have Worked in
Restaurants
RESTAURANT REVOLUTIONS
New Customer Economic
Turnaround Social Media Tools
Ordering Evaluation Information Wifi Society Engagement
WHERE’S THE FIT?
Savvier Consumer Loves Value and Finds Information
Higher ROI for Social Media Marketing Better Reach than Traditional Marketing Outlet for Loyal and Dissatisfied
Customers Fosters Brand Communities
Personal Messages Oppositional Loyalty
WHO IS GETTING IT DONE?
West Café 2.0 Blizzards and Blogs Pandora Pies Five Flavors Pushers
Coke Liquor
WEST CAFÉ PORTLAND
Blog to Cover Specials and Restaurant Info
Twitter to Reach Out and Create Awareness
Marriage of Platforms
The Five Point Plan Bail Out Menu Dow Daily Drinks Let Them Eat Cake Bootleg Bash
Results Over 7 Months: Web Traffic up 500% Page Views up 300% Sales up 374% Free Marketing
BLIZZARDS AND BLOGS
Blizzard Fan Club Free Ice Cream Exceeded Goals
Smiles and Stories Employee Blog
Branded Podcasts 5.3 million Fans 47,000 Followers
PANDORA PIES
Branded Radio Station Product Info Locations & Nutrition
180, 000 Ebuddies Mobile Campaigns
18-24 18-49
2011 Hot Wings Ads and Banners
http://www.youtube.com/watch?feature=player_detailpage&v=e4RvvLx-vZM
FIVE OTHER FLAVORS
Zengo Facebook Havana Central
Twitter Cupcake Classes Burger Shoppe 4 sq
Nombe Foodspotters
WHO’S THE PUSHERMAN?
Coke Want to Change the
World’s Conversations
Dynamic Storytelling Liquid Content
Booze! Wines of Chile Smirnoff Nightlife 11.12.11http://www.youtube.com/watch?v=EIU2sojmH74
VIEW MY ANALYSIS TO FIND OUT:
Blunders Local Businesses
Bellini's PF Chang’s Hot & Hot AL Seafood
Restaurant Strategy Goals Getting Connected Techniques
REFERENCES
National Restaurant Association Facts at a Glance. National Restaurant Association. November 26, 2012. http://www.restaurant.org/research/facts/.
Bielinski, Bob. “2012 U.S. Restaurant Industry Outlook.” 5 Minute Capitol. CIT. November 26, 2012. http://www.cit.com/wcmprod/groups/content/@wcm/@cit/documents/information/s4009433.pdf.
Purdy, Rebecca. “Study of Social Media and the Value to Restaurants.” UMASS. November 20, 2012. http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1200&context=gradconf_hospitality
Muñiz, A. and O. Hamer, L. (2001). Us Versus Them: Oppositional Brand Loyalty and the Cola Wars. Advances in Consumer Research, Volume 28.
Muñiz, A. and O'Guinn, T. (2001) Brand Community. Journal of Consumer Research, March 2001.
Gaines-Ross, Leslie. “Reputation Warfare”. Harvard Business Review. Dec2010, Vol. 88 Issue 12, p70-76, 7p.
Gallaugher, John. Information Systems: A Manager’s Guide to Harnessing Technology, v. 1.3. Resourced from UAB on August 28,2012.
Social Media Case Study: The Little Restaurant That Could. Bonfire Social Media. April 5, 2012. Retrieved October 12, 2012. http://bonfiresocialmedia.com/social-media-case-study-the-local-restaurant-that-could/.
BLOG. West Café. December 2, 2012. http://www.westcafepdx.com/category/blog/
Palmer, Alex. “Case Study: Dairy Queen Uses Social Incentives to Boost Fanbase.” January 9, 2012. Incentive. November 20, 2012. http://www.incentivemag.com/Incentive-Programs/Consumer/Articles/Case-Study--Dairy-Queen-Uses-Social-Incentives-to-Boost-Fanbase/.
American Dairy Queen Corporation. “Blizzard Fan Club.” Facebook. December 1, 2012. http://www.facebook.com/blizzardfanclub?fref=ts
Fruchter, Michael. “Social Case Study: Dairy Queen.” July 21, 2009. MichaelFruchter.com. November 10, 2012. http://www.michaelfruchter.com/blog/tag/digital/.
“Welcome to the Sweet Life.” American Dairy Queen Corporation. December 4, 2012. http://blog.dairyqueen.com/.
Cerilli, Wiley. “Social Media Marketing: 5 Restaurants that Get it.” March 14, 2011. Huffington Post. October 12, 2012. http://www.huffingtonpost.com/wiley-cerilli/social-media-marketing-5-_b_835294.html#s253220&title=Zengo
Kats, Rimma. “KFC heats up mobile strategy with interactive ad campaign.” March 21, 2012. MobileMarketer. November 1, 2012. http://www.mobilemarketer.com/cms/news/advertising/12390.html.
Carbone, Mark. “Coke’s Content Plan to Dominate Popular Culture by 2020.” Case Studies Online. November 10, 2012. http://www.casestudiesonline.com/cokes-content-plan-to-dominate-popular-culture-by-2020/
Donnelly, Brady. “Social Networks are becoming the Go-To Platform for Alcohol Marketing.” March 24, 2012. The Next Web. November 26, 2012. http://thenextweb.com/socialmedia/2012/03/24/social-networks-are-becoming-the-go-to-platform-for-alcohol-marketing/.
“An Examination of Social Media and Marketing in the Restaurant Industry.” National Restaurant Association. November 18, 2012. http://www.restaurant.org/profitability/onlinemarketing/NRA_LivingSocial_Full_Research.pdf
Tice, Carol. “How Chic-Fil-A’s Social-Media Bungle Fueled a Gay-Rights Backlash.” July 20, 2012. Forbes. http://www.forbes.com/sites/caroltice/2012/07/20/how-chick-fil-a-social-media-bungle-fueled-gay-rights-backlash/.
Shayon, Sheila. “The Landmark Facebook Ruling that ‘Rocked’ Diageo.” August 7, 2012. Brand Channel. November 1, 2012. http://www.brandchannel.com/home/post/2012/08/07/Facebook-Australia-Smirnoff-Ruling.aspx.
Tice, Carol. “What Puts Diners In Restaurant Seats- Hint: Not Social-Media Reviews.” July 12, 2012. Forbes. http://www.forbes.com/sites/caroltice/2012/07/12/what-puts-diners-in-restaurant-seats-hint-not-social-media-reviews/.