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?
For example, I typically earn about 4,000 reward miles for a round-trip ticket between Los Angeles and Asia, even though the distance of the trip usually ranges from 10,000 to 12,000 miles. Nevertheless, the distance I fly still matters because it will be counted towards the “qualified miles” for elite status.
Now, the airline wants to take a big step further to (only) reward those top-spending travelers as their elite customers. The terms used in the current MileagePlus Program
There are four elite statuses in the United Airlines MileagePlus Program, including Premier Silver, …
STR is the leading data analytics provider for the lodging industry. Since its debut in 2015, the STR Student Market Study Competition (the STR Competition hereafter) has received significant attention from the hospitality programs around the world.
McDonald’s Corporation introduced the world’s first voice-initiated job application process called McDonald’s Apply Thru. Now, job seekers can initiate the job application process through McDonald’s Apply Thru by taking to either Alexa or Google Assistant.
How McDonald’s Apply Thru works The job application process
begins with the applicants saying: “Alexa, help me get a job at McDonald’s.” or “Google, help me get a job at McDonald’s.” Then, the job applicants will
need to answer a few basic questions, including their name, job of interest,
and the location where they want to work. Afterward, the job applicants
will receive a text message with a hyperlink that will take the applicants to
continue the rest of the application process.
Apply Thru serve McDonald’s
Apply Thru is now available in nine countries, including the U.S., U.K.,
Canada, Australia, France, Germany, Ireland, Italy, and Spain. It will be made
available to other countries in the coming months. Why McDona…