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?
Effective internal communications among employees are related to some desirable organizational outcomes, such as robust morale, a clear vision, low turnover, and high employee engagement. The question is what platform can serve the purpose.
This ABC News video introduces “ Yammer ,” an exclusive internal communication tool for companies. A user must use a valid company e-mail address to sign up for an account. Once an account is validated, the user will be led to the company page that is pretty much like a Facebook page. The difference is that only the users whose e-mail addresses share the same domain can see the wall and communicate with each other.
I have no question about whether Yammer could be a useful internal communication tool for companies, but I just wonder: how many social networking sites do people need for communication? Why people have to “create” so many platforms or channels for “effective communications”?
To many people, Facebook is only for “friends,” whe
The lodging industry is struggling to fill the empty rooms in 2020. For months, U.S. hotels are running at an occupancy of 50% or lower. Not every segment suffers the same impact from the pandemic, however. Demand for home-sharing facilities had already bounced back over the summer. Airbnb reported a higher booking than last year. Marriott’s home-sharing arm is also doing well, seeing a sevenfold increase in booking over last summer. Similar to what a residential rental or home-sharing facility offers , guestrooms in extended-stay hotels also feature a full-size kitchen or a kitchenette. Extended-stay hotels are designed for travelers who want to stay at a “home” when away from home. A guestroom at the Residence Inn Miami Sunny Isles Beach Extended-stay hotels vs. home-sharing facilities Because COVID-19 is primarily transmitted through direct or indirect human contacts, people are highly encouraged to avoid unnecessary human interactions, leading to more con
It does not seem the coronavirus is leaving us soon, although we have seen good progress in developing the vaccine . In recent weeks, many places reported a surge of new infected COVID-19 cases . Some even resumed lockdowns and the mask-mandate order, forcing restaurants to shut down indoor dining services again. As a short-term remedy, restaurants immediately shifted their offering to curbside pickup and delivery services. Meanwhile, restaurants are testing new concepts to embrace the contactless self-service trend for the future. Here are some examples, Chipotle opened its first digital-only restaurant The new prototype, known as the Chipotle Digital Kitchen , debut in Highland Falls, NY, earlier this month. Different from the traditional Chipotle restaurant, the Chipotle Digital Kitchen features: A lobby designated for pickup services through off-premise orders. A see-through kitchen, allowing customers to see, smell, and hear what is going on b