PowerPoint Presentation

Chapel Hill Bars and Social Media
Exploring student attitudes and differentiating followers
April 16, 2012

Gregory Barnes | Samuel Chapman| Mohammed Dabbagh| Elena Sanchez| Jordan Sutton

Its easy to get lost in a big crowd

Downtown Chapel Hill Bars

Then
Now

82%
Lets go to the cheaper bar.
90%
We should get specials every time we go out.
Secondary Research

Research Questions
Q1: What factors differentiate people that choose to follow bars in the Chapel Hill area on social media against those who do not?

Q2: What influences or would influence UNC-Chapel Hill students' decisions to follow bars on social media?

Q3: Is there a difference in bar-going behavior between people who engage more heavily in social media compared to those who are less engaged?

Survey Administration
Sample: 107 UNC Chapel Hill Students

-students who go to bars-students who use social media
Means of administration: e-mail and Facebook

Question Rationale

Survey Questions: Separating
Looking for the Why: What reasons influenced your decision to follow a bar (or bars) on social media? Check all that apply.
Filter Question: Do you follow any bars in the downtown Chapel Hill area on social media?
For future bar recommendations: What would give you a reason to follow bars on social media? Check all that apply.

Survey Questions: Checks and Rankings

Findings
Do you follow bars in the downtown Chapel Hill area on social media?
No relationship between the usage of social media and whether or not the individual followed a bar on social media
Facebook usage
Twitter usage

Chart1

2278

3565

6040

3862

Yes

No

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YesNo

Light2278

Light-Medium3565

Medium-Heavy6040

Heavy3862

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Chart1

3961

6733

5644

3664

Yes

No

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YesNoSeries 3

Light39612

Light-Medium67332

Medium-Heavy56443

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84%
Findings

Chart1

0.84

0.49

0.43

0.3

49%

43%

30%

Why Do Students Follow Bars On Social Media?

Why Do Students Follow Bars On Social Media?

Sheet1

Why Do Students Follow Bars On Social Media?Series 2Series 3

Drink Specials84%2.42

Other Discounts49%4.42

Event Updates43%1.83

Invited or suggested by friends30%2.85

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Of 105 respondents, 68 were female and 37 were male. Out of all the females, 41 percent said they followed at least one Chapel Hill area bar on social media compared to 24 percent of male respondents.
Findings
Who follows bars on social media?
PERCENTAGE

Chart1

0.41

0.24

Who follows a bar on social media?

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Who follows a bar on social media?Series 2Series 3

Women41%2.42

Men24%4.42

Category 34.51.83

Category 44.52.85

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Comparing Social Media Usage Frequency and Bar-going Frequency
Avg. # of bar visits per month
Facebook Usage
PERCENTAGE

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7334811

9353224

0253530

13291741

Zero

1 to 3

4 to 7

8 or more

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Zero1 to 34 to 78 or more

Light7334811

Light-Medium9353224

Medium-Heavy0253530

Heavy13291741

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Twitter Usage
Avg. # of bar visits per month
Comparing Social Media Usage Frequency and Bar-going Frequency
PERCENTAGE

Chart1

457354

6224428

0254530

0163252

Zero

1 to 3

4 to 7

8 or more

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Zero1 to 34 to 78 or more

Light457354

Light-Medium6224428

Medium-Heavy0254530

Heavy0163252

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Relevant ContentKnow your audienceKnow what content they wantCollege students want discountsAvoid excessive or irrelevant posting78 percent of non-followers of a Chapel Hill bar said their main reason for not following a bar was because they did not want their newsfeed clogged.

Conclusions/Implications

Conclusions/ Implications
Consider gender findings when implementing social media campaigns

A higher proportion of females followed at least one bar on social media

Conclusions/ Implications
Leverage and expand relationships with frequent bar goers

Conclusions/ Implications
Recognize the power and potential of social mediaStudents that frequent bars also frequent social media

Thank you!

Here Ill say something along the lines of Its easy to get lost in a big ground. And in this day and age, social media makes it even easier for small businesses (like bars in Chapel Hill) to get lost in the squalor
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As many UNC students probably know, there many many bars in downtown Chapel Hill alone over 20 to be exact! The abundance of bars in the area creates a competitive atmosphere which is spewed over social media outlets. Effectively by some, and not so much by others
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Bars, like restaurants and other small-businesses, are reliant on the community around them and word of mouth. Nowadays, word of mouth communication has exponentially increased via social media.
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College students are short on cash, but are tech savvy. Based on our secondary research, a growing number of small businesses everywhere are beginning to realize the benefits and necessity of social media marketing and consumer relationships

Findings show that 82% of college-age respondents cited drink price as their top determining factor when deciding where to go out. More than 90% said they believed they should receive a special deal every time they go out to drink. Dont know of any good deals? Then students are more inclined to drink at home.
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Filter question: We set our survey up in such a way that if the respondents indicated yes to this question they would be led to a particular set of questions that was relevant and if they answered no we were able to get some feedback about why not. Not only did this help us gather information that encompassed the entire audience but it also used the respondents time more efficiently by not forcing them to read through and answer questions that did not apply to them. Ultimately, this would ensure they were as engaged as possible so we would get honest feedback, not quick answers in order to get the survey over with.Looking for the Why: We wanted to gather information that would be directly useful to bars that are and are not currently utilizing social media. Our multiple choice options were things that we had already hypothesized as likely reasons people would follow a bar on social media and included drink specials, event updates, and prizes. There was also a free response option so unforeseen reasons would show up in the results. As well see in a minute when we go over results, this actually happened and we found out another major reason is because of funny tweets a bar may send out. For future bar recommendations: As mentioned, the respondents that answered no were led to a separate set of questions. This last question, What would give you a reason to follow bars on social media? was designed for that exact purpose. Regardless of whether the respondent followed bars on social media or not, we recognized that they were useful to use and we could use their feedback as constructive criticism.
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As we did with other questions, we ensured there was an available space not only to choose Other should the bar the respondent have in mind not be listed, but a space was made available to specify what this other bar was. The only way this could have potentially caused problems was if a respondent mistook a bar in Carrboro for one that belonged in this surveys geographic focus.
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Make sure to explain what it is a percentage of (percentage of respondents)
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There seems to be a positive relationship between social media usage and the frequenting of bars.
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I will also point out that Top of the Hill the most followed bar in our study has fewer followers than Chapel Hill Bar Specials

*I think these slide is a good place to add in the 78 percent finding. We dont have time to talk about it in the other findings but its a good stat to note when talking about content
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I think maybe this slide could be better in wrapping everything up; can we think of a way to make it a clearer conclusion
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