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How uses
to ignite WOM
with help from
Brandon Murphy
22squared
@brmurphy
Paul Freher
Buffalo Wild Wings
pfreher@buffalowil...
But, we are...
Kinda small
Not ubiquitous
Have low(er) awareness levels
Fast Growth Over Past 6 Years
160
288
416
544
672
800
2004 2005 2006 2007 2008 2009 2010 YTD
End of Year Restaurant Counts...
WOM has been key to our growth and success.
We’re a WOM Brand.
Buffalo Wild Wings...
WINGS BEER SPORTS
Buffalo Wild Wings...
WINGS
BEER
SPORTS
Social Experience
Buffalo Wild Wings...
A place of...
Camaraderie
Banter
Competition
Connection
SPORTS
WE TARGET
Marketing facilitates
the social experience for sports fans
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
AdvocacyLoop
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
AdvocacyLoop
National
Television
Campaign
Program
integrat...
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
AdvocacyLoop
National
Television
Campaign
Program
integrat...
Awareness Consideration Decision/Use Retention/Loyalty Fan/Join
AdvocacyLoop
National
Television
Campaign
Program
integrat...
Extend the social
experience outside of
the restaurant
Our Strategy:
Be strategic,
not just experimental
What role does Facebook play for you in the
context of other communications?
Does it e...
Listen to what they
want to talk about
It’s their platform, you’re a guest.
2
Look for shared passions
Football and Basketball
Teams and rivalries
Wings and beer
Escape from real life
Sauces and flavors
Fandom and competitive...
Content type
Post frequency
Time of day
Day of week
Look for
engagement
insights:
Your Facebook page
Their Facebook pages
...
http://www.flickr.com/photos/villasams/
Have a goal3
and establish some
important benchmarks
Aug 09 Aug 10
1991435
143298
Fan Growth
Increase organic impressions
Increase average feedback rate
Improve active fan rat...
Celebrate
milestones
by thanking
your fans.
Celebrate milestones
by thanking your fans.
Have a conversation strategy,
not a marketing strategy or a “CRM strategy.”
It’s more like an ARM strategy (Advocate
Relat...
Conversation Math
Word
Count
Assets Time Topic Interactions=+++
http://techcrunch.com/2010/04/22/facebook-edgerank/
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. Interacti...
Post Type
Avg. Interactions
0
1500
3000
4500
6000
Text Photo Text Link Photo Link Video Poll
910769995
530
2021
5841
Best Time
2:00 PM -4:00 PM
80/20 Rule
BrandPeople
Sports Wings Trivia
Misc.
Humor
Content Calendar
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
fr...
Be Timely
Ask a question
Invite passionate debate
Be funny
Don’t Edit
Recognize6
your fans’ awesomeness
Good content7
helps drive good conversation.
Use engagement assets from websites and
microsites as a means to spark and cr...
Good content7
helps drive good conversation.
Fantasy
Pick ’em
Influencer content
Polls
Videos
Analysis
Leverage POEM8
to drive growth of your fan base.
PAID OWNED EARNED
ROS Units Homepage Units
Combine the efficiency of marketplace ads
with the effectiveness of homepage units.
Helps to incr...
Define Success9
Know when you’ve done well.
Before: 1 post
generated an
average of
75-100
comments
After: 1 post
generated...
Fan Growth
Average Impressions/Month
600000
800000
1000000
1200000
1400000
Dec 09 Jan 10 Feb 10 March 10 April 10 May 10 June 10 July...
Define Value10
Know that it’s making a difference.
BWW Facebook fans visit more often and
spend an average of $616 more pe...
Define Value10
Know that it’s making a difference.
Social media tactics generate nearly 2.5
times more offline and online ...
1. Be strategic, not just experimental
2. Listen to what they want
3. Have a goal, set some benchmarks
4. Develop a conver...
THANKS
Brandon Murphy
22squared
@brmurphy
Paul Freher
Buffalo Wild Wings
pfreher@buffalowildwings.com
Notes
Key Partners Things we’re exploring
Facebook Places & Deals
Facebook Groups
Things we’ve tested
Wall Coupon
Applicat...
BWW 2010 WOMMA Preso w/22squared
BWW 2010 WOMMA Preso w/22squared
BWW 2010 WOMMA Preso w/22squared
BWW 2010 WOMMA Preso w/22squared
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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.

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BWW 2010 WOMMA Preso w/22squared

  1. 1. How uses to ignite WOM with help from Brandon Murphy 22squared @brmurphy Paul Freher Buffalo Wild Wings pfreher@buffalowildwings.com WOMMA Summit 11.19.10
  2. 2. But, we are... Kinda small Not ubiquitous Have low(er) awareness levels
  3. 3. Fast Growth Over Past 6 Years 160 288 416 544 672 800 2004 2005 2006 2007 2008 2009 2010 YTD End of Year Restaurant Counts Number of Restaurants
  4. 4. WOM has been key to our growth and success. We’re a WOM Brand.
  5. 5. Buffalo Wild Wings... WINGS BEER SPORTS
  6. 6. Buffalo Wild Wings... WINGS BEER SPORTS Social Experience
  7. 7. Buffalo Wild Wings... A place of... Camaraderie Banter Competition Connection
  8. 8. SPORTS WE TARGET
  9. 9. Marketing facilitates the social experience for sports fans
  10. 10. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join AdvocacyLoop
  11. 11. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join AdvocacyLoop National Television Campaign Program integration (Jimmy Kimmel, ESPN) Digital campaigns and applications Website, games and Buffalo Circle Program Moles that extend the game...
  12. 12. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join AdvocacyLoop National Television Campaign 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
  13. 13. Awareness Consideration Decision/Use Retention/Loyalty Fan/Join AdvocacyLoop National Television Campaign 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
  14. 14. Extend the social experience outside of the restaurant Our Strategy:
  15. 15. 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
  16. 16. Listen to what they want to talk about It’s their platform, you’re a guest. 2
  17. 17. Look for shared passions
  18. 18. Football and Basketball Teams and rivalries Wings and beer Escape from real life Sauces and flavors Fandom and competitive spirit
  19. 19. 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:
  20. 20. http://www.flickr.com/photos/villasams/ Have a goal3 and establish some important benchmarks
  21. 21. 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
  22. 22. Celebrate milestones by thanking your fans.
  23. 23. Celebrate milestones by thanking your fans.
  24. 24. 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
  25. 25. Conversation Math Word Count Assets Time Topic Interactions=+++ http://techcrunch.com/2010/04/22/facebook-edgerank/
  26. 26. 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
  27. 27. Post Type Avg. Interactions 0 1500 3000 4500 6000 Text Photo Text Link Photo Link Video Poll 910769995 530 2021 5841
  28. 28. Best Time 2:00 PM -4:00 PM
  29. 29. 80/20 Rule BrandPeople Sports Wings Trivia Misc. Humor Content Calendar
  30. 30. 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
  31. 31. Be Timely
  32. 32. Ask a question
  33. 33. Invite passionate debate
  34. 34. Be funny
  35. 35. Don’t Edit
  36. 36. Recognize6 your fans’ awesomeness
  37. 37. Good content7 helps drive good conversation. Use engagement assets from websites and microsites as a means to spark and create conversation on Facebook.
  38. 38. Good content7 helps drive good conversation. Fantasy Pick ’em Influencer content
  39. 39. Polls Videos Analysis
  40. 40. Leverage POEM8 to drive growth of your fan base. PAID OWNED EARNED
  41. 41. 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.
  42. 42. Define Success9 Know 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
  43. 43. Fan Growth
  44. 44. 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
  45. 45. Define Value10 Know 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.
  46. 46. Define Value10 Know 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
  47. 47. 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. Define success, know when you did well 10. Define value, and make a difference
  48. 48. THANKS Brandon Murphy 22squared @brmurphy Paul Freher Buffalo Wild Wings pfreher@buffalowildwings.com
  49. 49. Notes Key Partners Things we’re exploring Facebook Places & Deals Facebook Groups Things we’ve tested Wall Coupon Applications
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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.

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