san remo social media campaign 2009 09 02
DESCRIPTION
Summer 2009 social media campaign for San Remo Ristorante in Calgary, AB, Canada from communicatto and Anduro Marketing.TRANSCRIPT
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, [email protected]@dblacombe on Twitter
Jeff Nelson, [email protected]
@jungle_jeff on Twitter