Download - Case Study - Smokin' Joe's Pizza
Social Media Social Media Social Media Social Media ManagementManagementManagementManagementCase Study
ObjectivesObjectivesObjectivesObjectives
To establish a presence across social media channels
-Primary Social Media – Facebook
-Secondary Social Media – Twitter
To establish social media as a medium to communicate with
current & potential customers
Project Duration : June –Aug 2012
BackgroundBackgroundBackgroundBackground-Started in 1993
-Pioneers in Pizza Delivery in
India
- ~ 60 outlets across India
(Strong in Mumbai & Pune)
-Stiff competition with
Domino’s & Pizza Hut among
other pizza chains
Conservative approach in
marketing
-Reliance on newspaper ads
only
-Skeptical about digital
media and its efficacy
Key ChallengesKey ChallengesKey ChallengesKey Challenges
-Had an inactive Facebook Profile & Twitter page
-Both profiles not managed the company!
-No conversations on Facebook
-Perception of being unresponsive
(complaints & queries on pages unanswered)
Hence, need to start right from scratch!
Smokin’ Joes Pizza
&
Social Media
SmokinSmokinSmokinSmokin’ Joe’s on Social ’ Joe’s on Social ’ Joe’s on Social ’ Joe’s on Social Media Media Media Media ---- ThenThenThenThen
Unresponsive!
What we didWhat we didWhat we didWhat we didOf course, we started with creating a presence on different
social media channels.
We followed this up by
-Regular updates around pizza, food, parties, offers etc.
-Talk on other stuff the audience loves – movies, sports etc.
-Responded to all customer queries with an quick turnaround time!
We talked to customers in the truest sense
A quick snapshot of what we did …
Interesting profileInteresting profileInteresting profileInteresting profile
Engaging AppsEngaging AppsEngaging AppsEngaging Apps
Flip-a-Pizza
Game
Store
Locator
Engaging PostsEngaging PostsEngaging PostsEngaging Posts
Talking to followersTalking to followersTalking to followersTalking to followers
-Created a twitter handle
-@MySmokinJoes
-Regular Updates
-Conversations with
customers
Talking thru TwitterTalking thru TwitterTalking thru TwitterTalking thru Twitter
-13500+ Followers
- Weekly Engagement Rate – 7-10%
•People talking about this as a
proportion of total number of fans
•Higher than industry standards
(usually 2-4%)
-Handling customer queries thru
ImpactImpactImpactImpact
Built a image of a youthful & cool customer-centric brand
-80+ followers
-Handling customer queries
thru Twitter
-Exclusive offers thru Twitter
(Online ordering thru
www.deliverychef.in
--
The Road AheadThe Road AheadThe Road AheadThe Road AheadWhat more can be done?What more can be done?What more can be done?What more can be done?
• Reinforce the image of youthful & cool customer-centric brand
•Can be done thru a sustained campaign over a period of time
• Aggressive Fan Recruitment
•Fan base still much less compared to peers
•Regular Contests on Facebook & Twitter
• Offers exclusively on Social Media
•Exploit the potential for online ordering
•Taking orders thru Facebook/ Twitter
Social Squared
(Futuready Services Pvt. Ltd.)
274, V-Mall, Next to Sai Dham, Off WEH,
Thakur Complex, Kandivali (E) Mumbai 400101
022-42645743 | 9619197705 | 9819022035
www.socialsquared.in | [email protected]
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