Final project for my social media marketing class

1. Saif Newaz
Social Media Marketing
Teri Thompson

2. Crazy Harry’s Bar
Vast Beer and Wine selection
• 30 different beers
• New beer every week
Gourmet bar food
• Jalapeño poppers wrapped in bacon
• “Best burger in the valley”
Friendly/ knowledgeable staff
Small, cozy atmosphere
5 star rating on Yelp

3. Competitors
• Yard House
 Huge beer selection
Neighborhood Bars
 Extensive menu
 TVs EVERYWHERE
• Instant Replay
 Strong Social Media
– Hard liquor
presence
– Cheaper prices
– Loyal customers
• Stovepiper Lounge
– Dance floor/Jukebox
– Accommodates up to 100
people

4. Social Media Assessment
• No Twitter Presence!!! • Facebook page
– 140 million active users – 161 likes
– Free! – 300 check ins
– Listen in on – Updates about once a
conversations week
• Announce new menu
items
• New beers on tap
• No other Social Media
presence
http://en.wikipedia.org/wiki/Twitter

5. NEED TO DEVELOP A
PERSONA

6. Listening Campaign
Hootsuite Searches • People share details of beer they
drink- the type, taste
 #Beer • Check in location
 #Gastropub • Sentiment is very casual
• Spike in activity over weekend,
 #Happy hour during sporting events
 #Bar • Tag friends
 #Pub
 #CSUN

8. Social Media Campaign
• Target Demographics
– Mostly men age 21-33
– Somewhat educated
– Mid to higher income levels
– Mostly White/Latino
– Pierce College and CSUN students
• 98% of college students use Facebook
• 84% of college student have a Twitter account
• Opportunities
– Recession forcing many people to go back to school (CNN Money)
– Baseball season/NBA Playoffs begin
http://www.cnn.com/2011/10/20/tech/social- http://money.cnn.com/2009/01/27/ne
media/universities-social-media/index.html ws/economy/job_retraining/index.htm

9. Social Media Campaign
• Instagram
– “Instagram has become a vital form of expression to users
in the college community and beyond because of its easy
and fun way to post photos.” – USA Today
• LivingSocial
– College students are notoriously known for wanting to
save money
• Foursquare
– With over 15 million people in the foursquare community,
it’s a great way to grow your business.
https://foursquare.com/business/m
http://www.usatodayeducate.com/staging/index.php/ccp/instagra erchants/specials
m-provides-unique-form-of-expression

11. Social Media Strategy
Objectives
o Gain 300 likes on Facebook
• 4 month Summer Campaign o Increase mentions by 20% on
– Supplement Traditional Marketing Twitter
plan o Increase number of retweets and
• Magazines/newspapers/flyers @replies on Twitter by 20%
o Acquire 300 followers on Twitter
• Goal and Instagram
– Increase store sales by 25% o Identify top 5 influencers on
through social media platforms Twitter
– Become #1 bar at CSUN o Successfully launch LivingSocial
– Offer customers Food and drinks promotion
they like o Announce 2 Foursquare specials

12. o Offer $20 of goods for $10
• Post at least 3 original updates per o 87% of users plan to return again
month
o Members are younger, richer and
• Tweet and RT about beer and wine
better educated (LivingSocial)
• Take polls, ask questions
• Announce specials and promotions
• Semi-social persona
• Follow beer advocates and determine
influencers:
@DrinkCraftBeer
@BeerAdvocate
@BeerMag
@BeerUniverse
@MicroBrewGuru
http://streetfightmag.com/2011/09/06/daily-deals-to- https://getfeatured.livingsocial.com/getfeatured/us
target-college-students/

13. o Check-in specials unlock every check in
o Can be customized
o Rewards users for routine check-ins
o Newbie Special unlock on user’s first
visit
o Drives new traffic to business
(Foursquare Support)
http://support.foursquare.com/entries/481480-what-are-
foursquare-specials

14. • Increase posts to at least 3
Include tags such as
#beer, #pub, #Harry's
times a week
etc. • Post photos of drinks, food,
customers (with
permission), tag them
• Take polls, ask questions,
use humor

16. Marketing Strategy
June July August September
Social Media
Facebook
Twitter
Instagram
LivingSocial
Foursquare
Traditional
Flyers
Magazine Ad
Newspaper Ad

17. Social Media Persona
• College guy who speaks on behalf of Harry
• Harry is an older guy who knows a lot about beer and
wine
• Doesn’t really know how to use a computer
• He does funny, silly things

18. Content Calendar
8-Jun 2-Jul 9-Aug 1-Sep
Message Link 8:30am 3:30pm 8:30am 3:30pm 8:30am 3:30pm 8:30am 3:30pm
Moderate drinking
can be good for you.
Harry is a very healthy
man. Medical Xpress x x x x
Harry doesn’t know
how to use a
Smartphone, but you
do. Download the
Foursquare app. Foursquare page x x x x
Download the
Foursquare app and
take Harry’s money. Foursquare page x x
Harry wants to arm- Instagram photo of
wrestle you. Harry's lack of biceps x x
Harry isn't working on
Labor day. But then
again Harry hasn't
worked in 25 years. x x

19. Hootsuite Analytics
Build Customized Reports • Twitter
• Facebook insights – Track followers
– Track likes – Clicks by region
– Study demographics – Top referrers
– Page activity
– Post feedback
5.99/Month

20. Questions?
Feedback?
Thank you