Social Media Strategies; Fireside Lounge 05.29.2014

Fireside Lounge
1453 Webster St, Alameda, CA 94501
(510) 864-1244
www.theﬁresidelounge.com
Facebook: theﬁresidelounge
Twitter: @FiresideAlameda
Isabel Mengs, Ines Kusturica, Vasudha Sridharan, Bruna Couto, April Wolford, Aisha Ahmad, Johnathan Graham

“Had a long day at work?”
“Celebrating your friend’s birthday?”
“Taking your date to a live music show?”
Fireside Lounge is a place you want to go!
What Makes Fireside Lounge
Special?
Great
Atmosphere
Local craft
beers and
homemade
cocktails
Fun &
Friendly
Bar
Live Events
&
Trivia Nights
Great Music
and
Homemade
Drinks
Location:
Alameda,
California

The Spark That Lit The Fire
“Go to where ever dreamland you decide on. But go with passion hand-in-
hand. You will never be tired on the way.”
3

4

1942
- Fireside Lounge Opens
- World War II
- President Franklin D. Roosevelt
speaks to the American People
through his Fireside Chats
1942-2011
- Fireside Lounge
stays open
- Place where
servicemen and
women and locals
alike are welcomed
2011
- Sandy, Bitsy and
Keeley purchase
Fireside Lounge
- Nickname: Three
Sirens
72 Years of History
2014
- Local craft beers,
handcrafted cocktails, games,
live music, theme nights,
special events

5

Message from
Three Sirens:
“We believe that people
work hard and except
quality, that Alameda is still
a vibrant economic place
and that The Fireside is on
the front line of providing a
comfortable and relaxing
space to gather with friends,
enjoy good music and tasty
beverage.”
Mission:
“Spread the excitement
and knowledge about the
best craft distilleries”

Business Goals
- Increase the
annual revenue by
100%
- Increase the value
of the business by
100%
Marketing Goals
- Develop and
implement Social
Media strategy
- Increase
employees
engagement
Brand Goals
- Build brand
awareness as a
“friendly neighborhood
bar”
- Have best quality
craft brew and liquors
in East Bay
Where would Three Sirens like to be in One Year?
6

6

Telling the Story Behind the Bar
“The World is shaped by two things: stories told and the memories they
leave behind.” 7

!   Feature interviews with bands on Facebook and Blog
!   Tag Performers
!   Add video clips of performances
to your YouTube channel
!   Post pictures of performance nights on
Instagram
Tell the Story Behind Your Music
8

Sample Tweet:
@MichaelBarrett was a founding member of
which Beatles tribute band. 50% off a tap beer
1st correct reply. #AlamedaBars
!   Post photos and encourage users
to suggest headlines
!   Engage band fans with
insider info
!   Ask trivia questions on Twitter
!   Pick fun and lighthearted
questions
!   Customers win incentives
Sample Tweet:
Name the child actress, and Alamedan, who
became an ambassador. 50% off a tap beer 1st
correct reply. #Alameda #FiresideLounge
Engage Advocates with Trivia
9

!   Share your expertise!
!   Blog about featured breweries & liquors
Tell the Story of Your Libations
!   Film clips of tastings and interviews
!   Poll customers to “vote” on new drink ideas
10

Choose historic dates and create events around them
Sample Tweet:
Join us in celebrating our Veterans. Vets get 50% off drinks.
#Alameda #FiresideLounge #LocalBars
Sample FB Poll:
What was the topic of FDR’s ﬁrst Fireside Chat? #Alameda
#BarsWithGames #FiresideLounge
Blog about interesting
historic events
Take Us Back In Time
11

•  Engage customers during live events
•  Ask trivia questions about band during
performance on Twitter
•  Customers win incentives
Facebook Post:
How many Stanley Cups have the NYRangers won?
#Alameda #FiresideLounge
Engage in Real Time
12

30% 20% 30% 10% 10%
Content
Pillars
Music
(i.e. interviews with
bands, clips of
performances)
Trivia
(i.e. history
questions,
themed
events)
Liquors
(i.e. tastings,
expertise,
drink
naming)
Historic
Events
(i.e. quizes,
themed
events)
Real Time
Content
FaceBook
Twitter
Blogs
YouTube
Instagram
Know Where Your Focus Is
13

Know Your Story Before You Share it
With Others
“Have a vision. It is the ability to see the invisible. If you can see the
invisible, you can achieve the impossible.” 14

MONDAY - Day 2
TUESDAY - Day 3
N/A
Music Post
Conversation 1/2hNight Performance
Photo
Upcoming band video
WEDNESDAY - Day 5
THURSDAY
- Day 4
OFF
FRIDAY - Day 6
N/A
Beer Poll
Auto Tweet
Beer Photo
NA
N/A
Drink of the week-Ask a Q
Auto Tweet
Cocktail Photo
N/A
Historic Event
Blog related post
Auto Tweet
Staff / Bar Photo
Distillery Interview
N/A
Trivia Promo / Quest
Trivia Auto Tweet
NightPhoto
Upcoming band video
SUNDAY - Day 1
N/A
Post
Auto Tweet
Bar/Band Photo
Last night performance
SATURDAY - Day 7
Be Strategic: Plan Your Storytelling! Month Theme:
Summer
*For the full content calendar, please see Appendix A
15

“The Price of Greatness is Responsibility”
Share Your Vision with Your Employees
16

17

Who Does What?
Chief Content Officer
Managing Editor
Contributor
Community Manager
Administrator
Chief Content Officer: Decides on a vision, approves monthly content calendar; runs analytics
Managing Editor: Creates content calendar and manages website and Facebook
Contributor: Creates content for Facebook, Twitter, Instagram posts; writes weekly blog post
Community Manager: Engages in real time conversations with customers; distributes incentives
Administrator: In charge of quality control of platforms; manages YouTube, Facebook and Twitter
Owner: Keeley
Owner: Bitsy
Owner: Sandy
Employee
Employee
Employee

18

Social Media Policy
Employees
Empower
TrainReward
•  Employees in Charge
•  Decision Makers
•  Real time engagement
with customers
•  Dinner
•  Movie Tickets
•  Bonus
•  Day Off
•  Research and Show
Effective/Non Effective
Social Media Use Cases
•  Lead by Example
•  Create Formal Social
Media Policy
•  Make the Vision and
Goals Clear

Travelling the Distance: Social to Sales
“Coming together is a beginning; keeping together is progress; working
together is success.” 19

From Selling to Connecting with your audience
Accepting New Rules of Business
Large Campaigns to Small, Effective Acts
Transparency to your Customers
Being “Available Everywhere”
Connecting with Customers = Success
20

Advertising
Conversations
Community
Contests
Four Steps for Social Media Success
Spread the Word
Sponsored Ads
•  FB, Twitter, Emails
•  In Store Awareness
•  Verbal Promotion
•  Create Content
•  Show the
Community You
Care
•  Customer Service
is Priority
Metrics:
•  Number of Fans;
Comments on Blogs
•  Customers
Feedback
•  Actual Sales Leads;
Saved Expenditures
•  Arrange In-Store
Activities
•  Exclusive
Discounts/Deals
•  Make it Lucrative
21

Reach
EngagementConversion

Yardstick for Social Success
22

Recommendations:
•  Website Redesign
•  Keyword Research
•  Organic SEO
•  Website Updates
•  One blog post a
week
•  Link the website to
Google Analytics &
Web Master Tool

“There are no Secrets to Success. It is the
result of preparation, hard work, and
learning from failure.”
Track and Measure your Results as You Go! 23

25

Affordable
Designed for
Small Business
Users
Mobile/Desktop Friendly
Built-In Analytics & Tracking
Functionality
Intuitive and Easy-to-Use
Multi-User Support
Scheduling/Optimization Functionality
What Matters to the Fireside Lounge the Most?
Employees
Empowerment
Content
Calendar
Limited
number of
employees
Achieving the
goals
Real time
customer
engagement
3 Owners;
5 Employees
Small Business

The Winner: Buffer – A Better Way to Share on Social Media
26

Buffer
Analytics
and
Tracking
Web and
Mobile
Friendly
Multi-User
Support
Scheduling
Capabilities

Affordable
($50/month)

Key
Performance
Indicators:
% Increase
Re-Tweets
@Mentions
Active
Followers
Posts
Likes
Times Content is
Shared
Signs that Fireside Lounge has Achieved its Goals
Current: 0
Goal: 10% of Tweets
Current: 2% of posts
Goal: 15% of posts
Current: 16
likes per post
(average)
Goal: 30 likes
per post
Current: 0
Goal: 30 a
month
Current: 545, 1193 (TW, FB)
Goal: 800. 3000 (TW, FB)
Current: 1 a day (same for TW and FB)
Goal: 3-4 a day (different for TW and FB;
post on more social media platforms)
*Results expected 6 months after the social media
content strategy is implemented
27

•  http://www.historyorb.com/events/date/1942
•  http://www.theﬁresidelounge.com/
•  https://www.youtube.com/watch?v=Ruz_cMIaAuE
https://www.facebook.com/theﬁresidelounge
•  https://twitter.com/FiresideAlameda
•  http://blog.bufferapp.com/introducing-buffer-for-business-the-most-simple-powerful-
social-media-tool-for-your-business
•  http://www.teachprivacy.com/employer-social-media-policies-a-brave-new-world/
•  http://www.britopian.com/2014/01/10/epic-idea-2014-brands-need-get-content-right/
•  http://www.britopian.com/your-brand-the-next-media-company/
•  http://soloprpro.com/the-best-content-and-social-media-calendar-templates/
29

References

30

Month: June
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Day# 1 Day# 2 Day# 3 Day# 4 Day# 5 Day# 6 Day# 7
Blog: NA Blog: Historic Event Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:
FB: Drink of the week-
ask question
FB: Blog related Post FB: Trivia
promo/question
FB: Music Post FB: Beer Poll FB: Post
Summer TW: auto tweet TW: auto tweet TW: Trivia auto tweet TW: Conversation 1/2h TW: auto tweet TW: auto tweet
Inst: Cocktail Photo Inst: Staff/Bar Picture Inst: Night Photo Inst: night performance
photo
Inst: Beer Photo Inst: Band/bar photo
YT: NA YT: destilleries
interviews
YT: NA YT: Upcoming band
video
YT: NA YT: last night perforance
video
Blog: NA Blog: Summer drinks Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:
ask question
promo/question
FB: Music Post FB: Beer/brewery Post FB: Post
photo
YT: NA YT: tasting YT: NA YT: Upcoming band
video
video
Blog: NA Blog: Partner history Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:
ask question
promo/question
FB: Music Post FB: Liquor Poll FB: Post
photo
Inst: Beer Photo Inst:
YT: NA YT: brewery interview YT: NA YT: Upcoming band
video
video
Blog: NA Blog: Summer Tastings Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:
ask question
promo/question
FB: Music Post FB: Liquor Post FB: Post
photo
YT: NA YT: tasting YT: NA YT: Upcoming band
video
video
Day# 29 Day#30 Day# 1 Day# 2 Day# 3 Day# 4 Day# 5
Blog: NA Blog: Top Breweries Blog: NA Blog: NA Blog: NA Blog: NA
Week theme:
ask question
promo/question
FB: Music Post FB: Beer Poll FB: Post
photo
YT: NA YT: expert interview YT: NA YT: Upcoming band
video
video
Special Content Ongoing Content Event Post Goals Post Goals
SocialMedia special event: Events: FB: FB:
SocialMedia promotion: Blog posts: TW: auto tweet TW: auto tweet
Program promotion: Tweet/pics G+: G+:
Site content: Tips? Inst: Inst:
Logo: Questions? YT: YT:
Appendix A: Content Calendar

Social Media Strategies; Fireside Lounge 05.29.2014

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