Learn how 22squared helped this fast-rising restaurant grow their Facebook fanbase, how they keep fans engaged, and how the company benefits from customer-driven comments and conversations. Originally presented by 22squared's Brandon Murphy and Buffalo Wild Wings' Paul Freher on Thursday, November 18, 2010, at the WOMMA Summit.

1. How uses
to ignite WOM
with help from
Paul Freher Brandon Murphy
Buffalo Wild Wings 22squared
pfreher@buffalowildwings.com @brmurphy
WOMMA Summit 11.19.10

4. But, we are...
Kinda small
Not ubiquitous
Have low(er) awareness levels

5. Fast Growth Over Past 6 Years
800
Number of Restaurants
672
544
416
288
160
2004 2005 2006 2007 2008 2009 2010 YTD
End of Year Restaurant Counts

6. We’re a WOM Brand.
WOM has been key to our growth and success.

7. Buffalo Wild Wings...
WINGS BEER SPORTS

8. Buffalo Wild Wings...
Social Experience
WINGS
BEER
SPORTS

9. Buffalo Wild Wings...
A place of...
Camaraderie
Banter
Competition
Connection

10. WE TARGET
SPORTS

11. Marketing facilitates
the social experience for sports fans

12. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
Advocacy Loop

13. Moles that extend the game...
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
Website, games and
Buffalo Circle Program
National
Television
Campaign
Program
integration
(Jimmy Kimmel,
ESPN)
Digital campaigns and applications
Advocacy Loop

14. An experience that encourages interaction
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
In-store events - draft
parties and challenges
Website, games and
Buffalo Circle Program
National
Television
Campaign *A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating
restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered
trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc.
CHALLENGE
Program
integration
(Jimmy Kimmel, POP Materials
ESPN)
Digital campaigns and applications
Mobile Invitation Campaign
Advocacy Loop

15. A community that engages advocates
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
In-store events - draft
parties and challenges
Website, games and
Buffalo Circle Program
Facebook apps
National
Television
Campaign *A limited number of leagues will be sponsored. You must hold your draft party at a participating Buffalo Wild Wings location to be eligible. 8 or more participants must be present at the draft party to be eligible. At participating
restaurants only. ©2007 Buffalo Wild Wings, Inc. All rights reserved. Copyright ©2007 SportsLine.com, Inc. All rights reserved. SportsLine is a registered service mark of SportsLine.com, Inc. CBS ”eye device” is a registered
trademark of CBS Broadcasting, Inc. ©2007 DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV, Inc.
CHALLENGE
Celebrity
engagements on
Facebook
Facebook Community,
Program
integration Brackets and
(Jimmy Kimmel, POP Materials Fantasy
ESPN) League Play
Digital campaigns and applications
Mobile Invitation Campaign
Advocacy Loop

16. Our Strategy:
Extend the social
experience outside of
the restaurant

17. Be strategic,
1 not just experimental
What role does Facebook play for you in the
context of other communications?
Does it extend your value proposition, or is
it another channel?
With whom are you trying to develop a
relationship?

18. Listen to what they
2 want to talk about
It’s their platform, you’re a guest.

19. Look for shared passions

20. Football and Basketball
Teams and rivalries
Wings and beer
Escape from real life
Sauces and flavors
Fandom and competitive spirit

21. Look for Listen
engagement everywhere
insights: you can:
Content type Your Facebook page
Post frequency Their Facebook pages
Time of day Twitter activity
Day of week Other brand’s
Facebook pages

22. 3 Have a goal
and establish some
important benchmarks
http://www.flickr.com/photos/villasams/

23. 1991435
Fan Growth
143298
Aug 09 Aug 10
Increase organic impressions
Increase average feedback rate
Improve active fan ratio
Optimize paid & organic likes
Gain more coupon redemptions
Get more fan-generated content

24. Celebrate
milestones
by thanking
your fans.

25. Celebrate milestones
by thanking your fans.

26. 4
http://www.mayforth.com/talk_to_me/ttm_opener.htm
Have a conversation strategy,
not a marketing strategy or a “CRM strategy.”
It’s more like an ARM strategy (Advocate
Relationship Management).

27. Conversation Math
Word
+ Assets + Time + Topic = Interactions
Count
http://techcrunch.com/2010/04/22/facebook-edgerank/

28. Word Count
7000 6,404
Avg. Interactions
5600
4200
2800
1,580
1400
629 432 355
0
<10 (11) 10-19 (7) 20-29 (5) 30-39 (3) >=40 (2)

29. Post Type
6000 5841
Avg. Interactions
4500
3000
2021
1500 995 769 910
530
0
Text Photo Text Link Photo Link Video Poll

30. Best Time
2:00 PM -4:00 PM

31. 80/20 Rule
People Brand
Misc.
Sports Wings Trivia
Humor
Content Calendar

32. 5 Post like a friend,
not a brand
Today’s a great day to try
some delicious wings
from Buffalo Wild Wings.
Brand Friend
we call it the art of un-copywriting.

33. Be Timely

34. Ask a question

35. Invite passionate debate

36. Be funny

37. Don’t Edit

38. 6 Recognize
your fans’ awesomeness

40. 7 Good content
helps drive good conversation.
Use engagement assets from websites and
microsites as a means to spark and create
conversation on Facebook.

41. 7 Good content
helps drive good conversation.
Fantasy
Pick ’em
Influencer content

42. Videos
Polls
Analysis

44. 8 Leverage POEM
to drive growth of your fan base.
PAID OWNED EARNED

45. Combine the efficiency of marketplace ads
with the effectiveness of homepage units.
ROS Units Homepage Units
Helps to increase and sustain your
baseline of likes during off-times.

46. 9 De ne Success
Know when you’ve done well.
Before: 1 post
generated an
average of
75-100
comments
After: 1 post
generated an
average of
1,500-3,000
comments
Listen & Learned
Engaged & Activated

47. Fan Growth

48. Average Impressions/Month
1400000
1200000
1000000
800000
600000
Dec 09 Jan 10 Feb 10 March 10 April 10 May 10 June 10 July 10 Aug 10

49. 10 De ne Value
Know that it’s making a difference.
BWW Facebook fans visit more often and
spend an average of $616 more per year
than our typical customer.

50. 10 De ne Value
Know that it’s making a difference.
Social media tactics generate nearly 2.5
times more offline and online brand
conversations than non-social tactics. They
also yield 4X as many influenced purchases.
Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

51. 1. Be strategic, not just experimental
2. Listen to what they want
3. Have a goal, set some benchmarks
4. Develop a conversation strategy
5. Post like a friend, not like a brand
6. Recognize your fans’ awesomeness
7. Use good content to drive conversation
8. Leverage POEM to grow likes
9. De ne success, know when you did well
10. De ne value, and make a difference

52. THANKS
Paul Freher Brandon Murphy
Buffalo Wild Wings 22squared
pfreher@buffalowildwings.com @brmurphy

53. Notes
Key Partners Things we’re exploring
Facebook Places & Deals
Facebook Groups
Things we’ve tested
Wall Coupon
Applications