Publick House Social Media Plan

James Carney

Cannon Mascarenhas

Sarah Mudholkar

Pam Sahota

Sean Zinsmeister

Publick House

Local Brookline “Beer Bar and Kitchen”

Publick House

Don’t fear; Plan!

How can we increase the number of our customers?

How can we increase loyal customers?

How can we create a 10% draw from Events and Promotions?

Define the Question

Where are they:TwitterReview SitesLocal BlogsFacebook

Consumers say: A’s all around!Pros: Great Beer selectionCons: A bit packed (bad for consumers, great

for restaurant)

Observe: Your Customers

Observe: Your Competition

Observe: Your Competition

Competitor Facebook Twitter

Blog Foursquare Other

Bukowski’s     MySpace

The Abbey        

Cityside      

Washington Square Tavern

Business page

White Horse Tavern        

Where are they?

Common Best Practices for Social Media:Listen First: Have the ears of an elephant and

eyes of a Hawk

Commit time: No Pain no Gain

Be transparent: Be true

Give to get: Share! Share Share!

Engage/R’ships: Engagement isn’t just about a ring

Observe: “Best Practices”

Common Best Practices for Social Media & RestaurantsTime Commitment Pick your home courtAdvertise on platformsOffer follow options to consumersPost regularly To App or not to App YelpRun fun promosIntegrate on and offline effortsHumanize the Brand and KISS

Observe: “Best Practices”

Goal: Open New Windows of Opportunity Awareness (Communicating with Current and Future Customers) Participation (Driving Customers to Publick House) Engagement (Understanding Needs and Preferences) Loyalty (Building Lasting Relationships)

Formulate

Population of Brookline: 57,536Residents in the Age Group 21 – 34 years: 18,458Colleges/Universities closest to Brookline:

Boston University (2 miles) Berklee College of Music (2 miles) Boston College (3 miles) Northeastern University (3 miles) MIT (3 miles)

Formulate: Audience

Websites Customers Use for Restaurant Reviews: Yelp Zagat Urbanspoon Twitter Facebook

Formulate: Audience

Publick House Reviews

Formulate: Audienceboston.citysearch.c

om

Formulate: Audience

Publick House: Current Social Media Efforts Website (http://www.eatgoodfooddrinkbetterbeer.com)

Formulate: Content

Twitter Account (http://twitter.com/thepublickhouse)

Formulate: Content

Our Social Media Plans for Publick House Blog -> Customer Testimonials -> Food & Drink Recipes -> Employee Bios

YouTube Channel -> Visual Tour -> Restaurant Events -> Showcase Kitchen Talent

Formulate: Content

Flickr Account -> Menu Items -> Guests and Employees -> Signature Drinks

Facebook Page -> Connect with Customers -> Promote Special Offers -> Post Regular Updates

Formulate: Content

Posterous

Web Publishing Platform Post anything (photos, videos) online via

email Autopost

Facebook Twitter Flickr Blogs

Formulate: Tools

Event Tickets (Belgian Beer Festival) Evenbrite

Event Management Service Manages Registration and Selling Tickets Spreads virally through social networks Measures Effectiveness

Hardware Required: Bar Code Reader ($30 / piece)

Formulate: Tools

Virtual Coupons (Promotions) Website Facebook Mobile

Resources People (Owner or Employee) Time (Interact with Customers)

Formulate: Tools & Resources

Measurement

BVIa = Blog Value Indexadh = average daily hitsaay= average advertising yieldabt = average number of hours spent a day bloggingehw = employee hourly wage of the blogger

BVI < 1 costing the company moneyBVI> 1 generating a profit

ROI of Blogging

adh (aay/1,000)BVIa = Abt * ehw

Measuring the BlogGoogle Feedburner

2 MetricsTrack Subscribers

Calculate “Reach”Total Number of

People who Have Taken Action

Viewed or Clicked

Conversion RateConversion Rate =

Outcomes/Unique Vistors

Outcomes = Redemptions

Unique Visitors = 1st Time Session

Lytiks – Measure Engagement

Lytiks – Measure Engagement

Measuring: So What?

Loyal Customers

SubscribersBrand Amabassadors

WOM

Multiple Redemptions

“Repeaters”

Success Factors

Drive x-amount of customersBrand Awareness

Which events are more successful?Business Strategy

Scheduling a proactive facebook page that actively pitches beer news, special bar events, and promotions at the Publick House will increase the bottom line of conversion rate of one time customers to brand loyalists. While also managing reviews of social review sites.This would therefore increase a spill over affect

within the network of Publick House Brand Loyalists and in turn increase new foot traffic and trial users.

Hypothesis

 Teasing What: Send introductory Tweets to editors and

beer enthusiast “Twitteratti” and convincing them of the Publick House offering wide array of beers

Result: Build awareness of Publick House among local beer blog writers, begin to release selected Twitter and Facebook content.

 Contests What: Using Twitter and Facebook design

product contests based on users spreading the word about Publick House

Result: Build awareness of Publick House among potential users, build fan base and motivate action to trial use.

Experiment: Launch Tactics

 E-Zine and Micro Blogger OutreachWhat: Identify and contact local foodie writers for coverage

of Publick House products.Result: Third party coverage will build awareness of Publick

House products.

Timed Content Release TweetsWhat: Write a series of Tweets to run for one week following

product launch, sent at peak usage times. Content will be based on facts about Beer and new beers in relation to the selection offered at the Publick House. Offer Tweets and status updates of value for users to always be engaged with Publick House as the center for information as to avoid being seen as nuisance

Result: With useful, interesting information people will be more interested in your Twitter stream, a key quality for building a fan base and thereby building awareness.

Experiment Continued

Social Media PlanPublick House