social media for a pizza chain
TRANSCRIPT
Social Media Management
Case Study
ObjectivesTo 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
Background-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 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
Smokin’ Joe’s on Social Media -
Then
Unresponsive!
What 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 profile
Engaging AppsFlip-a-Pizza
Game
Store Locator
Engaging Posts
Talking to followers
-Created a twitter handle
-@MySmokinJoes
-Regular Updates
-Conversations with
customers
Talking thru Twitter
Facebook- 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
Impact
Built a image of a youthful & cool customer-centric brand
Twitter- 80+ followers
- Handling customer queries
thru Twitter
- Exclusive offers thru Twitter
(Online ordering thru
www.deliverychef.in
--
The Road AheadWhat 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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