Transcript Red Robin Final.ppt

Red Robin joins
Facebook
Ryan Osman, Mathew Morrison, Nick Sackman
Social Media Buzz
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Red Robin wanted to create social marketing
Empathica (creates Surveys) created Facebook
App.
Attempts to reach not only the customer but all
of the customers friends as well
Passive fans Brand ambassadors
Facebook Application
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After dinner, ask customers to fill out an online
survey on receipt with possible prizes for lucky
customers to encourage participation
Ask about experience and if they would
recommend to a friend
Invited to recommend Red Robin to all their
friends and family
Example
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“So and So” recommends this Red Robin
(address)…followed by a personal message of
choice
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Looks natural, yet very direct
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Non-intrusive
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Example. “Eat out”
Impressions
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About 20% of people asked will make the
Facebook recommendation
Recommenders avg. 150 friends- who all get
positive impressions of RR
RR had gotten 1,500 recommendations from April
to late September
=225,000 positive impressions
Impressions
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Receiving huge amount of coverage (2 ways)
1. Personal recommendations from current
customers to potential customers (Facebook
App)
2. “So and So is a fan of RR, would you like to
be a fan?” option also raises awareness (top
right corner of home page)
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Cheap, easy, and effective
Questions
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After dining at RR, would you be willing to fill out
an online survey?
If so, would you recommend the restaurant to all
of your friends?
Do you think all of this exposure will increase
sales?
Sources
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http://adage.com/digital/article?artic
le_id=139255