A successful social media strategy must integrate three key components: “social,” “local,” and “mobile.” According to a recent special report in the Nation’s Restaurant News, $159 billion of U.S. retail sales in 2012 were influenced by SoLoMo. Over 116 million people own smartphones. In July 2012 alone, 90 million American had accessed retail information on their mobile devices. Additionally, 38% of mobile users opted in to receive location-based promotional text messages and that 18% used a location-based social media app such as Foursqure to check in at a venue. How can any business come up with an excuse of not participating in SoLoMo?
The following include some best practices and direct quotes from the report. For example, Texas Roadhouse initiated a “TextUs Loyalty Club” campaign. The redemption rate reached 17% during a six month trial period, much higher than those using other media sources.
Nearly two fifth of Pita Pit’s new likes came from smartphone users on Facebook’s app.
“We listened to our most passionate fans and found exciting ways to get the Cool Ranch (Doritos Locos Taco) in their hands before it was available nationwide… We doubled our YouTube views in one month and saw our engagement go through the roof… (We) start with listening to what is trending and what our consumers are saying.” --- Tressie Lieberman (@tresslieberman), Director of Digital and Social Marketing, Taco Bell, a Division of Yun! Brands Inc.
“We’re just starting to look at Vine and Instagram, and we’re asking our customers how they’d interact on that platform (Vine).” --- Caroline Masullo (@CMM2B), Director of Digital and Social Marketing, Pizza Hut, a Division of Yum! Brands Inc.
“Traffic and sales are the most critical (return on investment) measures. We also measure brand perception and likelihood to suggest the brand or menu item (to friends). We also pay close attention to how our community is growing.” --- Jill McFarland, Senior Manager of Digital and Social Media, Applebee’s, a Division of DineEquity Inc.
“Twitter is a more casual and conversational medium than Facebook and really lends itself to interacting with consumers in a fun way. A&W has such a great mascot that we want to utilize as much as possible, so why not put Rooty in charge of guest listening?” --- Rooty and Great Root Bear, Mascot and Spokesbear, A&W Restaurants Inc.
“When hired, Wion was charged with aligning McDonald’s U.S. social media strategies and tactics with U.S. and global disciplines…We have guidelines on how people talk about their jobs in their own social feeds. Our customer service team has been a part of our social media efforts from the beginning, and our insights teams work more with us, as well, taking what we monitor in social and using it to inform operations, culinary and HR.” Rick Wion, Director of Social Media, McDonald’s Corp.
As a professional in social media field, what lessons do you learn from these best examples and social media strategists? What other best examples may you share with us?
As a customer, which mobile app has the most engaging experience (with you)? What are the cool mobile apps that you are using? Do you mind recommending some of those cool apps to us?
Recently, the American Hotel and Lodging Association (AHLA) and Smith Travel Research (STR) released the "2016 Lodging Survey." The goal of this biennial survey is to provide a current and comprehensive understanding of hotel operations, with the possibility of identifying the critical travel trends heading into 2017.
The survey covers a wide range of areas. I highlighted the key findings from the survey on Multibriefs.com, but here is a brief summary: TechnologyAlmost all hotels across various chain scales (from luxury to economy hotels) adopt central reservation systems (94-100 percent).More hotels are using mobile apps for customer service, including checking-in into a hotel. 98 percent of hotels offer high-speed in-room internet service with wireless access, with fewer hotels charging for the service. Fewer hotels are using social networking sites for marketing purposes, dropping from 93 percent in 2014 to 87 percent in 2016.
Additional discussions for consideration: Repla…
A recent trend has emerged in the beverage industry that pinpoints a change in attitude and behavior in consumers. Want to find out what this new trend is? Next time you are at a grocery store, walk down the wine aisle and look for something out of the ordinary. Between all of the wine bottles, something different will pop out: wine cans. It now seems that beer is not the only alcoholic beverage sold in cans. Within the past year, the creation and consumption of canned wine have greatly increased. In fact, canned wine sales have more than doubled in the past year, according to a Business Insider study. The study showed that sales of canned wine reached up to a revenue of $6.4 million in 2015 and so far to $14.5 million in 2016. Although canned wine currently only makes up about 1% of the market, the growth rate is rapidly climbing, comments Sommelier, Andrew Jones.
The idea of canned wine only began a few years ago. Andrew Jones, who started Field Recordings winery in Paso Robles, Ca…
"A second chance is all hoteliers need to get back in the game." By saying that, I am referring that the staggering numbers hotel websites get from the horrors of booking abandonment, which can be better understood as "cart abandonment." There could be various reasons why guests decide to leave a hotel website during the booking process. For example, a consumer may feel unnecessary to continue browsing in the hopes for a better price later; or the hotel website lacks the information that the customer is looking for. If your hotel has ever experienced book abandonment by consumers, remember that a second chance does exist! That is, with the help of 'retargeting'.
Why and where is the abandonment?
No business wants to be abandoned, especially when it was over something as small as a payment issue on the website. It has been found that about 81% of guests desert the travel booking with the following reasons:
39% - Browsing around and wanting a wider variety thro…