Download - UASM Capital City Brewstaurants
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Desiree Malhado, Trevor Wilson, Katy Muller, Simona Drapkin, Logan Doyle
A Student-run Social Media Campaign
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Capital City Brewstaurants
Brewstaurant: (noun) A restaurant that brews its own beer.
•Popularity in the capital region is increasing
• Albany Pump Station• The Van Dyck Lounge• Browns Brewing Co• Brunswick BBQ & Brew
•About Us: From breweries and restaurants, you get Brewstaurants! Grab a great dinner and enjoy it with the capital region's best craft beer. We're here to show you where you can find the best beer and the best atmosphere.
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Target Audience• 21-35 year olds, both male
& female
• Attempted to reach college students and young professionals
• Challenge: reaching an audience interested in the topic and social media
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Campaign/Relationship Goals
• Generate organic followers and fans– Make them look good
• Be the source of information and social activity relating to Brewstaurants– Give people a reason to “talk”– Create Conversation
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Selected Metrics
• Klout (K-Score)
• Impact– Number of followers– Number of references and citations– How often user is retweeted– How often user is retweeting others– The relative frequency at which the users posts updates
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Implementation
• Platforms:– Facebook– Twitter– Pinterest
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Metrics Outcome
• Klout Score– Early Success– Decrease towards the end of the campaign
• Impact– Not as much success as we would have hoped
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Areas for Improvement
• Small reach• Authority– Tracking issues
• Time Restraints– College life– 3 month growth
• Finding the Right Audience
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Campaign Positives
• RT’s by followers• Twit Pics• Getting conversation going• Pinterest fan base– Visual Elements
• Learning how to effectively use SMM