Presentation given at the 2010 WOMMA Summit by Paul Freher, Director of Media at Buffalo Wild Wings and Brandon Murphy, Chief Strategy Director at 22squared. Details how to best engage fans and grow your fanbase on Facebook.

1. How uses
to ignite WOM
with help from
Brandon Murphy
22squared
@brmurphy
Paul Freher
Buffalo Wild Wings
pfreher@buffalowildwings.com
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
160
288
416
544
672
800
2004 2005 2006 2007 2008 2009 2010 YTD
End of Year Restaurant Counts
Number of Restaurants

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

7. Buffalo Wild Wings...
WINGS BEER SPORTS

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

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

10. SPORTS
WE TARGET

11. Marketing facilitates
the social experience for sports fans

12. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
AdvocacyLoop

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

14. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
AdvocacyLoop
National
Television
Campaign
Program
integration
(Jimmy Kimmel,
ESPN)
Digital campaigns and applications
Website, games and
Buffalo Circle Program
An experience that encourages interaction
CHALLENGE
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.
*
In-store events - draft
parties and challenges
Mobile Invitation Campaign
POP Materials

15. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
AdvocacyLoop
National
Television
Campaign
Program
integration
(Jimmy Kimmel,
ESPN)
Digital campaigns and applications
Website, games and
Buffalo Circle Program
CHALLENGE
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.
*
In-store events - draft
parties and challenges
Mobile Invitation Campaign
POP Materials
A community that engages advocates
Facebook Community,
Facebook apps
Celebrity
engagements on
Facebook
Brackets and
Fantasy
League Play

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

17. Be strategic,
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?
1

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

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

22. http://www.flickr.com/photos/villasams/
Have a goal3
and establish some
important benchmarks

23. Aug 09 Aug 10
1991435
143298
Fan Growth
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. Have a conversation strategy,
not a marketing strategy or a “CRM strategy.”
It’s more like an ARM strategy (Advocate
Relationship Management).
4
http://www.mayforth.com/talk_to_me/ttm_opener.htm

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

28. 0
1400
2800
4200
5600
7000
<10 (11) 10-19 (7) 20-29 (5) 30-39 (3) >=40 (2)
355432629
1,580
6,404
Word Count
Avg. Interactions

29. Post Type
Avg. Interactions
0
1500
3000
4500
6000
Text Photo Text Link Photo Link Video Poll
910769995
530
2021
5841

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

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

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

33. Be Timely

34. Ask a question

35. Invite passionate debate

36. Be funny

37. Don’t Edit

38. Recognize6
your fans’ awesomeness

40. Good content7
helps drive good conversation.
Use engagement assets from websites and
microsites as a means to spark and create
conversation on Facebook.

41. Good content7
helps drive good conversation.
Fantasy
Pick ’em
Influencer content

42. Polls
Videos
Analysis

44. Leverage POEM8
to drive growth of your fan base.
PAID OWNED EARNED

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

46. Define Success9
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
600000
800000
1000000
1200000
1400000
Dec 09 Jan 10 Feb 10 March 10 April 10 May 10 June 10 July 10 Aug 10

49. Define Value10
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. Define Value10
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. Define success, know when you did well
10. Define value, and make a difference

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

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