chapel hill bars and social media
DESCRIPTION
Chapel Hill Bars and Social Media. Exploring student attitudes and differentiating followers. April 16, 2012 Gregory Barnes | Samuel Chapman| Mohammed Dabbagh| Elena Sanchez| Jordan Sutton. It’s easy to get lost in a big crowd…. Downtown Chapel Hill Bars. Then…. Now…. Secondary Research. - PowerPoint PPT PresentationTRANSCRIPT
PowerPoint Presentation
Chapel Hill Bars and Social Media
Exploring student attitudes and differentiating followers
April 16, 2012
Gregory Barnes | Samuel Chapman| Mohammed Dabbagh| Elena
Sanchez| Jordan Sutton
Its easy to get lost in a big crowd
Downtown Chapel Hill Bars
Then
Now
82%
Lets go to the cheaper bar.
90%
We should get specials every time we go out.
Secondary Research
Research Questions
Q1: What factors differentiate people that choose to follow bars in
the Chapel Hill area on social media against those who do not?
Q2: What influences or would influence UNC-Chapel Hill students' decisions to follow bars on social media?
Q3: Is there a difference in bar-going behavior between people
who engage more heavily in social media compared to those who are
less engaged?
Survey Administration
Sample: 107 UNC Chapel Hill Students
-students who go to bars-students who use social media
Means of administration: e-mail and Facebook
Question Rationale
Survey Questions: Separating
Looking for the Why: What reasons influenced your decision to
follow a bar (or bars) on social media? Check all that apply.
Filter Question: Do you follow any bars in the downtown Chapel Hill
area on social media?
For future bar recommendations: What would give you a reason to
follow bars on social media? Check all that apply.
Survey Questions: Checks and Rankings
Findings
Do you follow bars in the downtown Chapel Hill area on social
media?
No relationship between the usage of social media and whether or
not the individual followed a bar on social media
Facebook usage
Twitter usage
Chart1
2278
3565
6040
3862
Yes
No
Sheet1
YesNo
Light2278
Light-Medium3565
Medium-Heavy6040
Heavy3862
To resize chart data range, drag lower right corner of range.
Chart1
3961
6733
5644
3664
Yes
No
Sheet1
YesNoSeries 3
Light39612
Light-Medium67332
Medium-Heavy56443
Heavy36645
To resize chart data range, drag lower right corner of range.
84%
Findings
Chart1
0.84
0.49
0.43
0.3
49%
43%
30%
Why Do Students Follow Bars On Social Media?
Why Do Students Follow Bars On Social Media?
Sheet1
Why Do Students Follow Bars On Social Media?Series 2Series 3
Drink Specials84%2.42
Other Discounts49%4.42
Event Updates43%1.83
Invited or suggested by friends30%2.85
To resize chart data range, drag lower right corner of range.
Of 105 respondents, 68 were female and 37 were male. Out of all
the females, 41 percent said they followed at least one Chapel Hill
area bar on social media compared to 24 percent of male
respondents.
Findings
Who follows bars on social media?
PERCENTAGE
Chart1
0.41
0.24
Who follows a bar on social media?
Sheet1
Who follows a bar on social media?Series 2Series 3
Women41%2.42
Men24%4.42
Category 34.51.83
Category 44.52.85
To resize chart data range, drag lower right corner of range.
Comparing Social Media Usage Frequency and Bar-going
Frequency
Avg. # of bar visits per month
Facebook Usage
PERCENTAGE
Chart1
7334811
9353224
0253530
13291741
Zero
1 to 3
4 to 7
8 or more
Sheet1
Zero1 to 34 to 78 or more
Light7334811
Light-Medium9353224
Medium-Heavy0253530
Heavy13291741
To resize chart data range, drag lower right corner of range.
Twitter Usage
Avg. # of bar visits per month
Comparing Social Media Usage Frequency and Bar-going
Frequency
PERCENTAGE
Chart1
457354
6224428
0254530
0163252
Zero
1 to 3
4 to 7
8 or more
Sheet1
Zero1 to 34 to 78 or more
Light457354
Light-Medium6224428
Medium-Heavy0254530
Heavy0163252
To resize chart data range, drag lower right corner of range.
Relevant ContentKnow your audienceKnow what content they wantCollege students want discountsAvoid excessive or irrelevant posting78 percent of non-followers of a Chapel Hill bar said their main reason for not following a bar was because they did not want their newsfeed clogged.
Conclusions/Implications
Conclusions/ Implications
Consider gender findings when implementing social media
campaigns
A higher proportion of females followed at least one bar on social media
Conclusions/ Implications
Leverage and expand relationships with frequent bar goers
Conclusions/ Implications
Recognize the power and potential of social mediaStudents that
frequent bars also frequent social media
Thank you!
Here Ill say something along the lines of Its easy to get lost
in a big ground. And in this day and age, social media makes it
even easier for small businesses (like bars in Chapel Hill) to get
lost in the squalor
*
As many UNC students probably know, there many many bars in
downtown Chapel Hill alone over 20 to be exact! The abundance of
bars in the area creates a competitive atmosphere which is spewed
over social media outlets. Effectively by some, and not so much by
others
*
Bars, like restaurants and other small-businesses, are reliant on
the community around them and word of mouth. Nowadays, word of
mouth communication has exponentially increased via social
media.
*
College students are short on cash, but are tech savvy. Based on
our secondary research, a growing number of small businesses
everywhere are beginning to realize the benefits and necessity of
social media marketing and consumer relationships
Findings show that 82% of college-age respondents cited drink
price as their top determining factor when deciding where to go
out. More than 90% said they believed they should receive a special
deal every time they go out to drink. Dont know of any good deals?
Then students are more inclined to drink at home.
*
Filter question: We set our survey up in such a way that if the
respondents indicated yes to this question they would be led to a
particular set of questions that was relevant and if they answered
no we were able to get some feedback about why not. Not only did
this help us gather information that encompassed the entire
audience but it also used the respondents time more efficiently by
not forcing them to read through and answer questions that did not
apply to them. Ultimately, this would ensure they were as engaged
as possible so we would get honest feedback, not quick answers in
order to get the survey over with.Looking for the Why: We wanted to
gather information that would be directly useful to bars that are
and are not currently utilizing social media. Our multiple choice
options were things that we had already hypothesized as likely
reasons people would follow a bar on social media and included
drink specials, event updates, and prizes. There was also a free
response option so unforeseen reasons would show up in the results.
As well see in a minute when we go over results, this actually
happened and we found out another major reason is because of funny
tweets a bar may send out. For future bar recommendations: As
mentioned, the respondents that answered no were led to a separate
set of questions. This last question, What would give you a reason
to follow bars on social media? was designed for that exact
purpose. Regardless of whether the respondent followed bars on
social media or not, we recognized that they were useful to use and
we could use their feedback as constructive criticism.
*
As we did with other questions, we ensured there was an available
space not only to choose Other should the bar the respondent have
in mind not be listed, but a space was made available to specify
what this other bar was. The only way this could have potentially
caused problems was if a respondent mistook a bar in Carrboro for
one that belonged in this surveys geographic focus.
*
*
*
*
Make sure to explain what it is a percentage of (percentage of
respondents)
*
There seems to be a positive relationship between social media
usage and the frequenting of bars.
*
I will also point out that Top of the Hill the most followed bar in
our study has fewer followers than Chapel Hill Bar Specials
*I think these slide is a good place to add in the 78 percent
finding. We dont have time to talk about it in the other findings
but its a good stat to note when talking about content
*
I think maybe this slide could be better in wrapping everything up;
can we think of a way to make it a clearer conclusion
*