Here's our journey managing a local business' social media presence.

1. How To Play Pool
CuetopiaBilliards Cafe

2. EXPLORINGTHETABLES

3. EXPLORINGTHETABLES

4. MEETING THE PLAYERS
Alaine Flandez
Editor/Publisher
Andrea Ruiz
Content Creator Promotions
Lorraine Rodvold
Content Creator Tips &Tricks
Brandon Chew
Photographer/Videographer
Felix Petermann
Content Creator Fun Facts

5. ESTABLISHING THE GAME RULES
BILLIARDS
Cuetopia
Narrative
Relatable
Content
Customers‘
Interests
It was important for us to choose content
themes that our customers could relate
to. We decided to make most of our posts
“billiards themed” and keep the focus on
Cuetopia’s story. Moreover, we wanted to
appeal to our customers’ outside passions
by analyzing their interests and hobbies.

6. RACKING UP OUR CONTENT
Monday
Sports
Tuesday
Tips &Tricks
Wednesday
Fun Facts & History
Thursday
Promotions & Drinks
Friday
CustomerTestimonials
Saturday/Sunday
Re-Tweets & Updates

7. ANALYZING THE GAME
Strengths
OriginalContent
Visuals, Simplicity
Weaknesses
Undetermined Target Audience
Low Engagement
Opportunities
Content Creativity
Real-time Marketing
Threats
Limited On-site Promotions
Location
SWOT
Positive
Negative
Internal
External

8. EXAMPLE CONTENT
Spread the joy of pool this
Holiday Season with Cuetopia
Gift cards!
Bored and lonely? So are
our tables.Come by and
make friends!
Fun Fact: Did you notice our
Foosball table "players" have
smiley-faces on them?!
#Smile #CuetopiaSJ

9. GROWING OUR FAN BASE
We started with 53
likes at the beginning
of the project and
ended with 87 to date.
From the ground up,
we ended with 34
followers to date.
53 Likes 87
0 Followers 34

10. OVERCOMING CHALLENGES AND ADAPTING TO
LIMITATIONS
Social media content
Posts became playful and fun to appeal to spontaneity of new target
audience.
Who is the target audience?
Shift from males age 35 – 65+ to young adults using social media platforms.
Initial struggles with content creation
Shift from third-party curated content to more original content creation.

11. WORST PERFORMING CONTENT: …Scratch
DARTS: steps of the proper stance
- stand up straight
- shoulders back and IN LINE with the
center of the board...
- get bull's-eye.
We quickly learned that, while
informative, copy like this is not
effective for Facebook users
scrolling through their news feed.
On social media, less is more.
The image is “clipart-y” and boring.
The same image of a real person
playing darts at Cuetopia would be
a much more powerful way to
create visually appealing content.

12. 15 things to know about the Steelers vsTitans Monday
night football game!
We realized that the Cuetopia
demographic is male-dominated.
Hence, we decided to post content
that would be appealing to men.
Sports seemed like a natural
solution.
WORST PERFORMING CONTENT: Poor Aim
However, posts like this have little
correlation to Cuetopia and do
not contribute to the Cuetopia
narrative.

13. This was one of our first posts. Posting the link
to Facebook did not load an image, so the post
was only copy and a URL. We learned that 99%
of Facebook posts should include an image,
and that a post like this would not yield
engagement among followers.
WORST PERFORMING CONTENT: Nice Try
What exactly
is amazing?

14. We began to understand the
importance of creating relevant
content. Tying current events with
the Cuetopia narrative became a
common practice.
Don‘t like shopping?
BEST PERFORMING CONTENT: Clean Shot
Our best-performing content fea-
tured square images to maximize
the use of the real estate, as well
as writing short, concise and
clever copy.

15. Taking into consideration our
narrowed target audience of college
students to young professionals, we
began to tailor our content to match
their interests.
This post was intended to speak in
their “language” with fun in the copy
and playful imagery to match.
Wondering where to take your boo for a fun and
unique night out?We're here for you 7 nights a week
BEST PERFORMING CONTENT: Well Done

16. BEST PERFORMING CONTENT: Players’ Comments

17. BEST PERFORMING CONTENT: Players’ Comments

18. This was one of our best performing
content pieces because of its
simplicity. It does not have too
much text.
It is visually appealing and although
it is not exactly billiards related, it is
a product offered at Cuetopia.
TryWidmer Brothers #Hefeweizen beer for a bold
and clean flavor. Part of #CuetopiaSJ
BEST PERFORMING CONTENT: Good Form

19. CONTENT MUST BE SHORT & SIMPLE, VISUALLY
APPEALING, RELATED TO TARGET AUDIENCE
We learned the importance of
simplicity, conciseness, and visually
appealing content to prevent us from
contributing to the already existing
content surplus.
Along with the “less is more”
attitude, we helped get our message
across to our fans and followers and
with losing them due to an attention
deficit.
We also learned that it is not about
the number of posts per day but the
quality of the content.
MAXIMIZE
ENGAGEMENT
Visually
Appealing
Simplicity
Concise-
ness

20. AT Cuetopia Billiards & Café, WE TEACH YOU…