2. Crazy Harry’s Bar
Vast Beer and Wine selection
• 30 different beers
• New beer every week
Gourmet bar food
• Jalapeño poppers wrapped in bacon
• “Best burger in the valley”
Friendly/ knowledgeable staff
Small, cozy atmosphere
5 star rating on Yelp
3. Competitors
• Yard House
Huge beer selection
Neighborhood Bars
Extensive menu
TVs EVERYWHERE
• Instant Replay
Strong Social Media
– Hard liquor
presence
– Cheaper prices
– Loyal customers
• Stovepiper Lounge
– Dance floor/Jukebox
– Accommodates up to 100
people
4. Social Media Assessment
• No Twitter Presence!!! • Facebook page
– 140 million active users – 161 likes
– Free! – 300 check ins
– Listen in on – Updates about once a
conversations week
• Announce new menu
items
• New beers on tap
• No other Social Media
presence
http://en.wikipedia.org/wiki/Twitter
6. Listening Campaign
Hootsuite Searches • People share details of beer they
drink- the type, taste
#Beer • Check in location
#Gastropub • Sentiment is very casual
• Spike in activity over weekend,
#Happy hour during sporting events
#Bar • Tag friends
#Pub
#CSUN
7.
8. Social Media Campaign
• Target Demographics
– Mostly men age 21-33
– Somewhat educated
– Mid to higher income levels
– Mostly White/Latino
– Pierce College and CSUN students
• 98% of college students use Facebook
• 84% of college student have a Twitter account
• Opportunities
– Recession forcing many people to go back to school (CNN Money)
– Baseball season/NBA Playoffs begin
http://www.cnn.com/2011/10/20/tech/social- http://money.cnn.com/2009/01/27/ne
media/universities-social-media/index.html ws/economy/job_retraining/index.htm
9. Social Media Campaign
• Instagram
– “Instagram has become a vital form of expression to users
in the college community and beyond because of its easy
and fun way to post photos.” – USA Today
• LivingSocial
– College students are notoriously known for wanting to
save money
• Foursquare
– With over 15 million people in the foursquare community,
it’s a great way to grow your business.
https://foursquare.com/business/m
http://www.usatodayeducate.com/staging/index.php/ccp/instagra erchants/specials
m-provides-unique-form-of-expression
10.
11. Social Media Strategy
Objectives
o Gain 300 likes on Facebook
• 4 month Summer Campaign o Increase mentions by 20% on
– Supplement Traditional Marketing Twitter
plan o Increase number of retweets and
• Magazines/newspapers/flyers @replies on Twitter by 20%
o Acquire 300 followers on Twitter
• Goal and Instagram
– Increase store sales by 25% o Identify top 5 influencers on
through social media platforms Twitter
– Become #1 bar at CSUN o Successfully launch LivingSocial
– Offer customers Food and drinks promotion
they like o Announce 2 Foursquare specials
12. o Offer $20 of goods for $10
• Post at least 3 original updates per o 87% of users plan to return again
month
o Members are younger, richer and
• Tweet and RT about beer and wine
better educated (LivingSocial)
• Take polls, ask questions
• Announce specials and promotions
• Semi-social persona
• Follow beer advocates and determine
influencers:
@DrinkCraftBeer
@BeerAdvocate
@BeerMag
@BeerUniverse
@MicroBrewGuru
http://streetfightmag.com/2011/09/06/daily-deals-to- https://getfeatured.livingsocial.com/getfeatured/us
target-college-students/
13. o Check-in specials unlock every check in
o Can be customized
o Rewards users for routine check-ins
o Newbie Special unlock on user’s first
visit
o Drives new traffic to business
(Foursquare Support)
http://support.foursquare.com/entries/481480-what-are-
foursquare-specials
14. • Increase posts to at least 3
Include tags such as
#beer, #pub, #Harry's
times a week
etc. • Post photos of drinks, food,
customers (with
permission), tag them
• Take polls, ask questions,
use humor
15.
16. Marketing Strategy
June July August September
Social Media
Facebook
Twitter
Instagram
LivingSocial
Foursquare
Traditional
Flyers
Magazine Ad
Newspaper Ad
17. Social Media Persona
• College guy who speaks on behalf of Harry
• Harry is an older guy who knows a lot about beer and
wine
• Doesn’t really know how to use a computer
• He does funny, silly things
18. Content Calendar
8-Jun 2-Jul 9-Aug 1-Sep
Message Link 8:30am 3:30pm 8:30am 3:30pm 8:30am 3:30pm 8:30am 3:30pm
Moderate drinking
can be good for you.
Harry is a very healthy
man. Medical Xpress x x x x
Harry doesn’t know
how to use a
Smartphone, but you
do. Download the
Foursquare app. Foursquare page x x x x
Download the
Foursquare app and
take Harry’s money. Foursquare page x x
Harry wants to arm- Instagram photo of
wrestle you. Harry's lack of biceps x x
Harry isn't working on
Labor day. But then
again Harry hasn't
worked in 25 years. x x
19. Hootsuite Analytics
Build Customized Reports • Twitter
• Facebook insights – Track followers
– Track likes – Clicks by region
– Study demographics – Top referrers
– Page activity
– Post feedback
5.99/Month
