Post on 23-Jun-2015
description
Desiree Malhado, Trevor Wilson, Katy Muller, Simona Drapkin, Logan Doyle
A Student-run Social Media Campaign
Capital City Brewstaurants
Brewstaurant: (noun) A restaurant that brews its own beer.
•Popularity in the capital region is increasing
• Albany Pump Station• The Van Dyck Lounge• Browns Brewing Co• Brunswick BBQ & Brew
•About Us: From breweries and restaurants, you get Brewstaurants! Grab a great dinner and enjoy it with the capital region's best craft beer. We're here to show you where you can find the best beer and the best atmosphere.
Target Audience• 21-35 year olds, both male
& female
• Attempted to reach college students and young professionals
• Challenge: reaching an audience interested in the topic and social media
Campaign/Relationship Goals
• Generate organic followers and fans– Make them look good
• Be the source of information and social activity relating to Brewstaurants– Give people a reason to “talk”– Create Conversation
Selected Metrics
• Klout (K-Score)
• Impact– Number of followers– Number of references and citations– How often user is retweeted– How often user is retweeting others– The relative frequency at which the users posts updates
Implementation
• Platforms:– Facebook– Twitter– Pinterest
Metrics Outcome
• Klout Score– Early Success– Decrease towards the end of the campaign
• Impact– Not as much success as we would have hoped
Areas for Improvement
• Small reach• Authority– Tracking issues
• Time Restraints– College life– 3 month growth
• Finding the Right Audience
Campaign Positives
• RT’s by followers• Twit Pics• Getting conversation going• Pinterest fan base– Visual Elements
• Learning how to effectively use SMM