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Social Media Management
        Case Study
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
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
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!
Smokin’
Smokin’ Joe’s on Social
             Smokin’ Joes Pizza
                     &

         Media - Then
               Social Media




          Unresponsive!
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 …
Interesting profile
Engaging Apps
Flip-a-Pizza
   Game




 Store
Locator
Engaging Posts
Talking to followers
Talking thru Twitter


        -Created a twitter handle
        -@MySmokinJoes


        -Regular Updates
        -Conversations with
        customers
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
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
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

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Case Study - Smokin' Joe's Pizza

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