In their BlogWell New York presentation, Outback Steakhouse's Senior Director of Direct to Consumer Marketing, Ken Bott, and Direct to Consumer Marketing Manager, Dan Holm, share how they use the voices of a few to reach the minds of many. Ken and Dan talk about how they are leveraging customer relationships built on Twitter to drive engagement and traffic into their restaurants. Watch the video of this presentation here: https://vimeo.com/51963004

1. SocialMedia.org
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BlogWell
San Francisco
June 20, 2011
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BlogWell Ken Bott & Dan Holm
New York
September 12, 2012
Super Fans
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2. #Blogwell | 9.12.12
Super fans.

4. Our goal is to
build deep
and authentic
relationships
with our
customers.

5. Relationships happen
between human people
— not between “corporate
people” and human
people.

6. Every customer
interaction is an
opportunity to build a
deeper relationship.
@KLG614: Show of hands... who decided
to ditch previous dinner plans and go to
@Outback for dinner tonight instead??

7. There is oozing
passion for the brand
from our customers.

8. What if we ignited this passion and
starting surprising our super fans
with Outback gifts they could use or
give to others?

9. We’ve given away over 300
#OutbackSurprises to our super
fans.

10. 1 story in particular blew us away…

11. 1 tweet was the start of a powerful
relationship.
“Better priorities this time...last night's
@Outback Special (to go) fueled this
morning's 5-mile run.”

12. For Dave’s 40thBirthday, instead of
sending him 1 present. We sent him
40.

13. To give away to 40
people…

14. Dave’s passion for Outback was stronger than
we ever anticipated.

15. It didn’t stop there…

16. What we learned:
1. Customers crave a truly authentic
relationship with brands.
2. This relationship cannot be
automated with “tools”.
3. Customers who are empowered
will take action on behalf of the
brand.

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June 20, 2011
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New York
September 12, 2012
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