Case Study - Smokin' Joe's Pizza (Agency - Social Squared)

1. Social Media Management
Case Study

2. Objectives
To establish a presence across social media channels
-Primary Social Media – Facebook
-Secondary Social Media – Twitter
To establish social media as a medium to communicate with
current & potential customers
Project Duration : June –Aug 2012

3. Background
-Started in 1993 Conservative approach in
-Pioneers in Pizza Delivery in marketing
India -Reliance on newspaper ads
- ~ 60 outlets across India only
(Strong in Mumbai & Pune) -Skeptical about digital
-Stiff competition with media and its efficacy
Domino’s & Pizza Hut among
other pizza chains

4. Key Challenges
-Had an inactive Facebook Profile & Twitter page
-Both profiles not managed the company!
-No conversations on Facebook
-Perception of being unresponsive
(complaints & queries on pages unanswered)
Hence, need to start right from scratch!

5. Smokin’
Smokin’ Joe’s on Social
Smokin’ Joes Pizza
&
Media - Then
Social Media
Unresponsive!

6. What we did
Of course, we started with creating a presence on different
social media channels.
We followed this up by
-Regular updates around pizza, food, parties, offers etc.
-Talk on other stuff the audience loves – movies, sports etc.
-Responded to all customer queries with an quick turnaround time!
We talked to customers in the truest sense
A quick snapshot of what we did …

7. Interesting profile

8. Engaging Apps
Flip-a-Pizza
Game
Store
Locator

9. Engaging Posts

10. Talking to followers

11. Talking thru Twitter
-Created a twitter handle
-@MySmokinJoes
-Regular Updates
-Conversations with
customers

12. Impact
Facebook
Twitter
-13500+ Followers
-80+ followers
- Weekly Engagement Rate – 7-10%
-Handling customer queries
•People talking about this as a
thru Twitter
proportion of total number of fans
-Exclusive offers thru Twitter
•Higher than industry standards
(Online ordering thru
(usually 2-4%)
www.deliverychef.in
-Handling customer queries thru
Facebook
Built a image of a youthful & cool customer-centric brand

13. The Road Ahead
-- What more can be done?
• Reinforce the image of youthful & cool customer-centric brand
•Can be done thru a sustained campaign over a period of time
• Aggressive Fan Recruitment
•Fan base still much less compared to peers
•Regular Contests on Facebook & Twitter
• Offers exclusively on Social Media
•Exploit the potential for online ordering
•Taking orders thru Facebook/ Twitter

14. About Us
Social Squared
(Futuready Services Pvt. Ltd.)
274, V-Mall, Next to Sai Dham, Off WEH,
Thakur Complex, Kandivali (E) Mumbai 400101
022-42645743 | 9619197705 | 9819022035
www.socialsquared.in | contact@socialsquared.in