san remo social media campaign 2009 09 02
DESCRIPTION
Summer 2009 social media campaign for San Remo Ristorante in Calgary, AB, Canada from communicatto and Anduro Marketing.TRANSCRIPT
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Social Media Campaign
Summer 2009
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Follow the money
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Follow the crowd
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The POST model
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People
• Demographics
• Generally upscale
• Lifestyle
• Disposable income
• Technology savvy
• FSA “barrier”
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Objectives
• Platform
• List
• Champions
• Experiment
• Brand awareness
• Traffic
• Knowledge transfer
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Strategy
• Seeding
• Content: 80/20 or 3-1-1
• Many hands
• KPIs
• Prepare for dialog
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Technology
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Project plan
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KPIs
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Outcomes
Pros• List built• Dialog started• Content flowing• Tried one promo TT &
FBF• Some knowledge
transfer
Cons• Champions still in
process in engaging• Only promo low
impact• Multimedia production
drawn out
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Learning
• Executive support needed• Barriers to adoption must be removed• Not advertising – digital schmoozing• Not free – labor intensive• People interact with people not brands• Success only comes with much
experimentation• Long haul commitment
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Future marketing
• The publishing platform will allow San Remo to “tie in” numerous cross-marketing tactics, such as:– Food reviews– Customer comments, photos, polling/voting– Wine reviews/recommendations (cheese?)– Coffee/dessert reviews– Contests– Coupons/specials/Prix Fixe evenings– Recipes/Italian cooking tips– Music faves or reviews, free Sinatra CD with meal– Italian tourism/photos/stories– Partner packages (romance evenings, etc.)
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Future success metrics
• # of FB fans/page views• # Twitter followers• Tweets/Retweets• Blog audience stats (views/visits)• SMR stats (views)• Customer mentions• Restaurant traffic• Coupon or special redemptions• Restaurant revenue on key nights• Survey results• Staff adoption
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Questions?
Doug Lacombe, [email protected]@dblacombe on Twitter
Jeff Nelson, [email protected]
@jungle_jeff on Twitter