BWW 2010 WOMMA Preso w/22squared

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How uses to ignite WOM with help from Brandon Murphy 22squared @brmurphy Paul Freher Buffalo Wild Wings [email protected] WOMMA Summit 11.19.10
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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.

Transcript of BWW 2010 WOMMA Preso w/22squared

Page 1: BWW 2010 WOMMA Preso w/22squared

How uses

to ignite WOM with help from

Brandon Murphy22squared

@brmurphy

Paul FreherBuffalo Wild [email protected]

WOMMA Summit 11.19.10

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But, we are...

Kinda small

Not ubiquitous

Have low(er) awareness levels

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Fast Growth Over Past 6 Years

160

288

416

544

672

800

2004 2005 2006 2007 2008 2009 2010 YTDEnd of Year Restaurant Counts

Number of Restaurants

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WOM has been key to our growth and success.

We’re a WOM Brand.

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Buffalo Wild Wings...

WINGS BEER SPORTS

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Buffalo Wild Wings...

WINGS

BEERSPORTS

Social Experience

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Buffalo Wild Wings...

A place of...

CamaraderieBanterCompetitionConnection

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FANSSPORTS

WE TARGET

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Marketing facilitatesthe social experience for sports fans

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Awareness Consideration Decision/Use Retention/Loyalty Fan/Join

Advocacy Loop

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Awareness Consideration Decision/Use Retention/Loyalty Fan/Join

Advocacy Loop

National TelevisionCampaign

Program integration (Jimmy Kimmel, ESPN)

Digital campaigns and applications

Website, games and Buffalo Circle Program

Moles that extend the game...

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Awareness Consideration Decision/Use Retention/Loyalty Fan/Join

Advocacy Loop

National TelevisionCampaign

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

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Awareness Consideration Decision/Use Retention/Loyalty Fan/Join

Advocacy Loop

National TelevisionCampaign

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

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Extend the social experience outside of the restaurant

Our Strategy:

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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

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Listen to what they want to talk about

It’s their platform, you’re a guest.

2

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Look for shared passions

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Football and Basketball

Teams and rivalries

Wings and beer

Escape from real life

Sauces and flavors

Fandom and competitive spirit

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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:

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http://www.flickr.com/photos/villasams/

Have a goal3and establish some important benchmarks

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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

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Celebrate milestones by thanking your fans.

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Celebrate milestones by thanking your fans.

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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

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Conversation Math

Word Count

Assets Time Topic Interactions=+++

http://techcrunch.com/2010/04/22/facebook-edgerank/

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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

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Post Type

Avg. Interactions

0

1500

3000

4500

6000

Text Photo Text Link Photo Link Video Poll

910769995530

2021

5841

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Best Time

2:00 PM -4:00 PM

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80/20 Rule BrandPeople

Sports Wings TriviaMisc.

Humor

Content Calendar

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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

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Be Timely

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Ask a question

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Invite passionate debate

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Be funny

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Don’t Edit

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Recognize6your fans’ awesomeness

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Good content7helps drive good conversation.

Use engagement assets from websites and microsites as a means to spark and create conversation on Facebook.

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Good content7helps drive good conversation.

Fantasy Pick ’em

Influencer content

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Polls

Videos

Analysis

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Leverage POEM8to drive growth of your fan base.

PAID OWNED EARNED

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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.

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De!ne Success9Know 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

Applied learnings to incite conversations that increase interaction rates

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Fan Growth

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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

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De!ne Value10Know 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.

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De!ne Value10Know 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

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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. De!ne success, know when you did well

10. De!ne value, and make a difference

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THANKS

Brandon Murphy22squared@brmurphy

Paul FreherBuffalo Wild Wings

[email protected]

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Notes

Key Partners Things we’re exploring

Facebook Places & Deals

Facebook Groups

Things we’ve tested

Wall Coupon

Applications