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Presentation given at the 2010 WOMMA Summit by Paul Freher, Director of Media at Buffalo Wild Wings and Brandon Murphy, Chief Strategy Director at 22squared. Details how to best engage fans and grow your fanbase on Facebook.
Citation preview
How uses
to ignite WOM with help from
Brandon Murphy22squared
@brmurphy
Paul FreherBuffalo Wild Wingspfreher@buffalowildwings.com
WOMMA Summit 11.19.10
But, we are...
Kinda small
Not ubiquitous
Have low(er) awareness levels
Fast Growth Over Past 6 Years
160
288
416
544
672
800
2004 2005 2006 2007 2008 2009 2010 YTDEnd of Year Restaurant Counts
Number of Restaurants
WOM has been key to our growth and success.
We’re a WOM Brand.
Buffalo Wild Wings...
WINGS BEER SPORTS
Buffalo Wild Wings...
WINGS
BEERSPORTS
Social Experience
Buffalo Wild Wings...
A place of...
CamaraderieBanterCompetitionConnection
FANSSPORTS
WE TARGET
Marketing facilitatesthe social experience for sports fans
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
Advocacy Loop
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
Advocacy Loop
National TelevisionCampaign
Program integration (Jimmy Kimmel, ESPN)
Digital campaigns and applications
Website, games and Buffalo Circle Program
Moles that extend the game...
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
Advocacy Loop
National TelevisionCampaign
Program integration (Jimmy Kimmel, ESPN)
Digital campaigns and applications
Website, games and Buffalo Circle Program
An experience that encourages interaction
CHALLENGE
A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc.
*
In-store events - draft parties and challenges
Mobile Invitation Campaign
POP Materials
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
Advocacy Loop
National TelevisionCampaign
Program integration (Jimmy Kimmel, ESPN)
Digital campaigns and applications
Website, games and Buffalo Circle Program
CHALLENGE
A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc.
*
In-store events - draft parties and challenges
Mobile Invitation Campaign
POP Materials
A community that engages advocates
Facebook Community,
Facebook apps
Celebrity engagements on Facebook
Brackets and Fantasy League Play
Extend the social experience outside of the restaurant
Our Strategy:
Be strategic, not just experimental
What role does Facebook play for you in the context of other communications?
Does it extend your value proposition, or is it another channel?
With whom are you trying to develop a relationship?
1
Listen to what they want to talk about
It’s their platform, you’re a guest.
2
Look for shared passions
Football and Basketball
Teams and rivalries
Wings and beer
Escape from real life
Sauces and flavors
Fandom and competitive spirit
Content type
Post frequency
Time of day
Day of week
Look for engagement insights:
Your Facebook page
Their Facebook pages
Twitter activity
Other brand’s
Facebook pages
Listen everywhere you can:
http://www.flickr.com/photos/villasams/
Have a goal3and establish some important benchmarks
Aug 09 Aug 10
1991435
143298
Fan Growth
Increase organic impressions
Increase average feedback rate
Improve active fan ratio
Optimize paid & organic likes
Gain more coupon redemptions
Get more fan-generated content
Celebrate milestones by thanking your fans.
Celebrate milestones by thanking your fans.
Have a conversation strategy,not a marketing strategy or a “CRM strategy.” It’s more like an ARM strategy (Advocate Relationship Management).
4
http://www.mayforth.com/talk_to_me/ttm_opener.htm
Conversation Math
Word Count
Assets Time Topic Interactions=+++
http://techcrunch.com/2010/04/22/facebook-edgerank/
0
1400
2800
4200
5600
7000
<10 (11) 10-19 (7) 20-29 (5) 30-39 (3) >=40 (2)
355432629
1,580
6,404
Word Count
Avg. Interactions
Post Type
Avg. Interactions
0
1500
3000
4500
6000
Text Photo Text Link Photo Link Video Poll
910769995530
2021
5841
Best Time
2:00 PM -4:00 PM
80/20 Rule BrandPeople
Sports Wings TriviaMisc.
Humor
Content Calendar
Post like a friend, not a brand
we call it the art of un-copywriting.
5
Today’s a great day to try some delicious wings
from Buffalo Wild Wings.
Brand Friend
Be Timely
Ask a question
Invite passionate debate
Be funny
Don’t Edit
Recognize6your fans’ awesomeness
Good content7helps drive good conversation.
Use engagement assets from websites and microsites as a means to spark and create conversation on Facebook.
Good content7helps drive good conversation.
Fantasy Pick ’em
Influencer content
Polls
Videos
Analysis
Leverage POEM8to drive growth of your fan base.
PAID OWNED EARNED
ROS Units Homepage Units
Combine the efficiency of marketplace ads with the effectiveness of homepage units.
Helps to increase and sustain your baseline of likes during off-times.
De!ne Success9Know when you’ve done well.
Before: 1 post
generated an
average of
75-100
comments
After: 1 post
generated an
average of
1,500-3,000
comments
Listen & Learned Engaged & Activated
Applied learnings to incite conversations that increase interaction rates
Fan Growth
Average Impressions/Month
600000
800000
1000000
1200000
1400000
Dec 09 Jan 10 Feb 10 March 10 April 10 May 10 June 10 July 10 Aug 10
De!ne Value10Know that it’s making a difference.
BWW Facebook fans visit more often and spend an average of $616 more per year than our typical customer.
De!ne Value10Know that it’s making a difference.
Social media tactics generate nearly 2.5 times more offline and online brand conversations than non-social tactics. They also yield 4X as many influenced purchases.
Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
1. Be strategic, not just experimental
2. Listen to what they want
3. Have a goal, set some benchmarks
4. Develop a conversation strategy
5. Post like a friend, not like a brand
6. Recognize your fans’ awesomeness
7. Use good content to drive conversation
8. Leverage POEM to grow likes
9. De!ne success, know when you did well
10. De!ne value, and make a difference
THANKS
Brandon Murphy22squared@brmurphy
Paul FreherBuffalo Wild Wings
pfreher@buffalowildwings.com
Notes
Key Partners Things we’re exploring
Facebook Places & Deals
Facebook Groups
Things we’ve tested
Wall Coupon
Applications
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