case study - smokin' joe's pizza

Social Media Social Media Social Media Social Media ManagementManagementManagementManagementCase Study

ObjectivesObjectivesObjectivesObjectives

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

BackgroundBackgroundBackgroundBackground-Started in 1993

-Pioneers in Pizza Delivery in

India

- ~ 60 outlets across India

(Strong in Mumbai & Pune)

-Stiff competition with

Domino’s & Pizza Hut among

other pizza chains

Conservative approach in

marketing

-Reliance on newspaper ads

only

-Skeptical about digital

media and its efficacy

Key ChallengesKey ChallengesKey ChallengesKey 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’ Joes Pizza

&

Social Media

SmokinSmokinSmokinSmokin’ Joe’s on Social ’ Joe’s on Social ’ Joe’s on Social ’ Joe’s on Social Media Media Media Media ---- ThenThenThenThen

Unresponsive!

What we didWhat we didWhat we didWhat we didOf 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 profileInteresting profileInteresting profileInteresting profile

Engaging AppsEngaging AppsEngaging AppsEngaging Apps

Flip-a-Pizza

Game

Store

Locator

Engaging PostsEngaging PostsEngaging PostsEngaging Posts

Talking to followersTalking to followersTalking to followersTalking to followers

-Created a twitter handle

-@MySmokinJoes

-Regular Updates

-Conversations with

customers

Talking thru TwitterTalking thru TwitterTalking thru TwitterTalking thru Twitter

Facebook

-13500+ Followers

- Weekly Engagement Rate – 7-10%

•People talking about this as a

proportion of total number of fans

•Higher than industry standards

(usually 2-4%)

-Handling customer queries thru

Facebook

ImpactImpactImpactImpact

Built a image of a youthful & cool customer-centric brand

Twitter

-80+ followers

-Handling customer queries

thru Twitter

-Exclusive offers thru Twitter

(Online ordering thru

www.deliverychef.in

--

The Road AheadThe Road AheadThe Road AheadThe Road AheadWhat more can be done?What more can be done?What more can be done?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

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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