Published on March 14, 2014
ROCKBOT.COM SHARE THIS WHITEPAPER USING LOCAL SOCIAL TOLAUNCHYOURRESTAURANTBRANDINNEWMARKETS HOW ONE BUFFALO WILD WINGS® FRANCHISEE UTILIZED LOCAL SOCIAL MEDIA TACTICS TO PRODUCE THE MOST SUCCESSFUL OPENINGS OF THE ENTIRE CHAIN
ROCKBOT.COM SHARE THIS WHITEPAPER THE ROCKBOT INSIGHT THE QUESTION AT HAND Going from zero to brand awareness in a new market presents a challenge for any restaurant brand–whether you’re a new fast casual concept tackling a new city or a surging enterprise entering a new region of the U.S. INSIGHT Rockbot analyzed the tacJcs of top-‐performing Buﬀalo Wild Wings® franchisees to ﬁnd that ﬁve hyper-‐local and unconvenJonal social media tacJcs accelerated brand awareness in new markets. 1. THINK LIKE AN SMB. Partnering with community groups, from liRle league teams to university student clubs, reaches local consumers in authenJc contexts and provides custom social media content. 2. COMMIT TO LOCAL-‐FIRST CONTENT. PrioriJzing local-‐speciﬁc content on social media over naJonal brand messaging increases consumer sharing. 3. BEFRIEND YOUR COMPETITORS ONLINE. Take the high road and menJon/tag/retweet other restaurants in the area. Make it clear you’re invested in being part of the community and that you’re there to stay. 4. MAKE YOUR REGULARS FAMOUS. Your loyal customers are the most willing to share online. Spoil them with shout-‐outs & rewards on social and watch your brand spread across their networks. 5. TRAIN YOUR STAFF LIKE A STREET TEAM. Task staﬀ with recruiJng on-‐premise guests to your online channels. StarJng the consumer relaJonship with an in-‐person experience will boost social media engagement later.
ROCKBOT.COM SHARE THIS WHITEPAPER IS LOCAL SOCIAL AN OPPORTUNITY? WE THINK YOU’LL AGREE. Over 51% of adults are learning about new local restaurants online – as opposed to tradiJonal channels like newspaper (31%) and TV (8%). However, just because the acJon has shibed to search and social, does not mean it’s shibed away from local. Over half of adult consumers (52%) are more likely to eat at a restaurant that supports their community. Does this mean hometown SMBs have an inevitable advantage when it comes to customer loyalty? Or does it simply present an opportunity for enterprise brands to reach consumers at the local-‐online intersecJon? Since restaurants will spend 69% more in 2014 on locaJon-‐based markeJng, local social may be emerging as a major opportunity for brands to win awareness and loyalty in new local markets. Sources: Na?onal Restaurant Associa?on, Pew Research Center, eMarketer, JiWire 2013.
ROCKBOT.COM SHARE THIS WHITEPAPER Restaurant brands face a diﬃcult markeJng quesJon in whether or not to uJlize local social media channels on Facebook and TwiRer (e.g. an “Applebee’s Downtown San Francisco” page, in addiJon to the primary “Applebee’s” naJonal brand page). According to the most recent Restaurant Social Media Index (February 2014) produced by Paul Barron’s DigitalCoco, the following brands rank highest among all fast casual concepts uJlizing social media. Buﬀalo Wild Wings®, Hard Rock Café® and Smashburger® are among those currently uJlizing regional or locaJon-‐speciﬁc pages – to varying degrees – to engage customers with hyper-‐ local content. Smashburger®, for example, maintains a strictly naJonal Facebook presence, while uJlizing TwiRer for naJonal and local pages. LOCAL PAGES IN FAST CASUALTO USE LOCAL BRAND PAGES OR NOT TO USE LOCAL BRAND PAGES—THAT IS THE QUESTION. SEE HOW THE TOP FAST CASUAL BRANDS ON SOCIAL ARE ANSWERING IT. TODAY
ROCKBOT.COM SHARE THIS WHITEPAPER THE B-DUBS® LOCAL FORMULA B-‐DUBS® FRANCHISEES CRACK THE CODE Buﬀalo Wild Wings® is ranked one of today’s top restaurant brands on social, and the brand’s franchisees are tweeJng to the beat of a diﬀerent drummer. BriJany Ward, VP of MarkeQng for B-‐Dubs® franchisee Screamin’ Hot Concepts, reports that the following local social media tacJcs have produced their most successful openings and helped to accelerate brand awareness. 1. PARTNERS. “In new ciJes, we partner with chambers of commerce, sponsor local university clubs and ask other local groups to introduce us to the community and collaborate with us on social.” 2. CONTENT. “What would you talk about with your neighbors? Social content about local events, people or organizaJons resonate more. Create fun posts to repeat each week -‐ showcase an employee, feature a customer, and hype up a local sports event.” 3. WHAT COMPETITION? “Don’t be afraid to ‘Like’ and follow pages of other local vendors and area restaurants to show your connecJon to the community. Tweet at them publicly so they can respond and consumers can see the relaJonship.” 4. CUSTOMERS. “Remember that you’re targeJng the very customers who walk through your doors. Celebrate them! Some of our regulars get their own B-‐Dubs® birthday cake and we post a photo of the cake on social, so they can share with their friends.” 5. STAFF. “Our employees would also be our customers. They mirror what our guests’ buying decisions would be. Allow them to share their favorite menu items online. Have them recruit customers to follow your social channels.”
ROCKBOT.COM SHARE THIS WHITEPAPER SAMPLE TEMPLATE: POSTING LOCAL CONTENT ON SOCIAL MEDIA SUNMONTUEWEDTHUFRISAT Hype up a event or activity your fans are likely thinking about or planning to enjoy. Example: Sports Give a few loyal customers (or your entire city) a big local shout-out. Promote a giveaway, contest or event that’s only available at your local store/s. Remind everyone of an exclusive special you’re only running at that location. Mention or partner with a local personality who your fans love and include them in your posts. Remind fans of a weekly activity at your location (karaoke, trivia, Rockbot night, etc.). Switch to national messaging with a fan-favorite menu item to rally everyone around your brand.
ROCKBOT.COM SHARE THIS WHITEPAPER BLANK TEMPLATE: EASY TO PRINT & SHARE WITH YOUR SOCIAL TEAM SUNMONTUEWEDTHUFRISAT Hype up a event or activity your fans are likely thinking about or planning to enjoy. Example: Sports Give a few loyal customers (or your entire city) a big local shout-out. Promote a giveaway, contest or event that’s only available at your local store/s. Remind everyone of an exclusive special you’re only running at that location. Mention or partner with a local personality who your fans love and include them in your posts. Remind fans of a weekly activity at your location (karaoke, trivia, Rockbot night, etc.) Switch to national messaging with a fan-favorite menu item to rally everyone around your brand.
ROCKBOT.COM SHARE THIS WHITEPAPER EASY NEXT STEPS THREE THINGS YOU CAN DO RIGHT NOW TO CONVERT THESE INSIGHTS INTO ACTION. 1. Email your markeQng lead and ask about how your brand is uJlizing local social media. 2. Think of the next 3 markets or ciJes on your roadmap. What is your brand awareness like there? 3. Share the tacQcs on slide 2 with your social media managers and ask for their feedback.
ROCKBOT.COM SHARE THIS WHITEPAPER THANK YOUWe hope the ideas presented in this report on local social media strategy sparked even beRer ideas of your own. If you haven’t seen how Rockbot is changing the restaurant industry and engaging today’s generaJon of customers, we invite you to see it for yourself. “The most disrupQve and relevant new business music soluJon for today’s mobile and social world.” – FastCasual.com “Rapidly innovaQng outdated background music in restaurants with an exciJng, social experience for customers.” – Na.onal Restaurant Associa.on Learn more at rockbot.com/enterprise and feel free to follow us at @RockbotBusiness. Rockbot blows your customers’ minds and gets them sharing your brand on social media. We replace the old “background music” in restaurants with a social music experience that engages today’s smartphone customers, increases social media buzz, and drives customer dwell Jme. WHAT IS ROCKBOT
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