A Case Study on Just Falafel's twitter usage - presentation at ArabNet

1. #TalkBack
Tweeting Falafel

2. Menu
Why
Activities
Results
Twitter

3. Why Twitter
§ Just Falafel is doing phenomenally on
Facebook; yet despite many people knowing
the brand, not many advocates have tried it
§ We used twitter to talk to individuals and get
them to try Just Falafel through awareness,
engagement, and directions for ordering or
visiting our restaurants
§ Facebook is a community Hub; whereas
twitter is a tactical tool to connect with
influencers, generate leads, and provide
customer care

4. Twitter Data
High Growth
High Mobility
Sources: Twitter internal Data Dec 2012 and Compete US 2012
Industry Relevance
Action Orientation

5. Menu
Why
Activities
Results
Twitter

6. What we did
We made people
socially hungry
through:

7. Meal Time Conversations

8. Food Engagement

9. Mouthwatering Promotions

10. Driving People to Restaurants

11. Highlighting a Health Aspect

12. Discussing Franchising Opps

13. Location Based Targeting

14. Follower Based Targeting

15. Interest Based Targeting

16. Menu
Why
Activities
Results
Twitter

17. Results: Impressions
8,917,296

18. Results: Engagements
169,536

19. Results: Followers
10,273

20. Twitter Sales
LONDON

21. JF Sales Trends
Twitter Ad Spend
Gross Sales

22. JF Sales Trends
Twitter Ad Spend
Gross Sales
7 Days
Later
Regression Analysis Shows:
10% of sales fluctuations are accounted for by Twitter ad spend variation

23. Twitter
Franchises
TURKEY

24. Results: Franchising
Impressions:
455,000
Clicks on Tweet: "
17,421
Site Visits: "
3,737
Retweets:"
68
Replies: "
54
Applications: "
43
Turkey Franchising Campaign:
13 – 20 January 2013