Social Media Strategies; Fireside Lounge 05.29.2014

Fireside Lounge 1453 Webster St, Alameda, CA 94501

(510) 864-1244

www.thefiresidelounge.com Facebook: thefiresidelounge Twitter: @FiresideAlameda

Isabel Mengs, Ines Kusturica, Vasudha Sridharan, Bruna Couto, April Wolford, Aisha Ahmad, Johnathan Graham

“Had a long day at work?” “Celebrating your friend’s birthday?”

“Taking your date to a live music show?”

Fireside Lounge is a place you want to go!

What Makes Fireside Lounge Special?

Great Atmosphere

Local craft beers and

homemade cocktails

Fun & Friendly

Bar

Live Events &

Trivia Nights

Great Music and

Homemade Drinks

Location: Alameda, California

The Spark That Lit The Fire “Go to where ever dreamland you decide on. But go with passion hand-in-hand. You will never be tired on the way.”

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1942

- Fireside Lounge Opens - World War II - President Franklin D. Roosevelt speaks to the American People through his Fireside Chats

1942-2011 - Fireside Lounge stays open - Place where servicemen and women and locals alike are welcomed

2011

- Sandy, Bitsy and Keeley purchase Fireside Lounge - Nickname: Three Sirens

72 Years of History

2014 - Local craft beers, handcrafted cocktails, games, live music, theme nights, special events

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Message from Three Sirens:

“We believe that people work hard and except quality, that Alameda is still a vibrant economic place and that The Fireside is on the front line of providing a comfortable and relaxing space to gather with friends, enjoy good music and tasty beverage.”

Mission: “Spread the excitement and knowledge about the best craft distilleries”

Business Goals - Increase the annual revenue by 100% - Increase the value of the business by 100%

Marketing Goals - Develop and implement Social Media strategy - Increase employees engagement

Brand Goals - Build brand awareness as a “friendly neighborhood bar” - Have best quality craft brew and liquors in East Bay

Where would Three Sirens like to be in One Year?

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Telling the Story Behind the Bar “The World is shaped by two things: stories told and the memories they leave behind.” 7

!   Feature interviews with bands on Facebook and Blog !   Tag Performers

!   Add video clips of performances to your YouTube channel !   Post pictures of performance nights on

Instagram

Tell the Story Behind Your Music

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Sample Tweet: @MichaelBarrett was a founding member of which Beatles tribute band. 50% off a tap beer 1st correct reply. #AlamedaBars

!   Post photos and encourage users to suggest headlines !   Engage band fans with insider info

!   Ask trivia questions on Twitter !   Pick fun and lighthearted questions !   Customers win incentives

Sample Tweet: Name the child actress, and Alamedan, who became an ambassador. 50% off a tap beer 1st correct reply. #Alameda #FiresideLounge

Engage Advocates with Trivia

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!   Share your expertise! !   Blog about featured breweries & liquors

Tell the Story of Your Libations

!   Film clips of tastings and interviews

!   Poll customers to “vote” on new drink ideas

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Choose historic dates and create events around them Sample Tweet: Join us in celebrating our Veterans. Vets get 50% off drinks. #Alameda #FiresideLounge #LocalBars

Sample FB Poll: What was the topic of FDR’s first Fireside Chat? #Alameda #BarsWithGames #FiresideLounge

Blog about interesting historic events

Take Us Back In Time

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•  Engage customers during live events

•  Ask trivia questions about band during performance on Twitter •  Customers win incentives

Facebook Post: How many Stanley Cups have the NYRangers won? #Alameda #FiresideLounge

Engage in Real Time

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30% 20% 30% 10% 10%

Content Pillars

Music (i.e. interviews with

bands, clips of performances)

Trivia (i.e. history questions,

themed events)

Liquors (i.e. tastings,

expertise, drink

naming)

Historic Events

(i.e. quizes, themed events)

Real Time Content

FaceBook

Twitter

Blogs

YouTube

Instagram

Know Where Your Focus Is

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Know Your Story Before You Share it With Others “Have a vision. It is the ability to see the invisible. If you can see the invisible, you can achieve the impossible.” 14

MONDAY - Day 2 TUESDAY - Day 3

N/A Music Post

Conversation 1/2h Night Performance Photo Upcoming band video

WEDNESDAY - Day 5

THURSDAY

- Day 4

OFF

FRIDAY - Day 6

N/A Beer Poll Auto Tweet Beer Photo NA

N/A Drink of the week-Ask a Q Auto Tweet Cocktail Photo N/A

Historic Event

Blog related post

Auto Tweet

Staff / Bar Photo

Distillery Interview

N/A Trivia Promo / Quest Trivia Auto Tweet NightPhoto Upcoming band video

SUNDAY - Day 1

N/A

Post

Auto Tweet

Bar/Band Photo

Last night performance

SATURDAY - Day 7

Be Strategic: Plan Your Storytelling! Month Theme: Summer

*For the full content calendar, please see Appendix A 15

“The Price of Greatness is Responsibility” Share Your Vision with Your Employees

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Who Does What?

Chief Content Officer

Managing Editor

Contributor

Community Manager

Administrator

Chief Content Officer: Decides on a vision, approves monthly content calendar; runs analytics Managing Editor: Creates content calendar and manages website and Facebook Contributor: Creates content for Facebook, Twitter, Instagram posts; writes weekly blog post Community Manager: Engages in real time conversations with customers; distributes incentives Administrator: In charge of quality control of platforms; manages YouTube, Facebook and Twitter

Owner: Keeley

Owner: Bitsy

Owner: Sandy

Employee

Employee

Employee

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Social Media Policy

Employees

Empower

Train Reward

•  Employees in Charge •  Decision Makers •  Real time engagement

with customers

•  Dinner •  Movie Tickets •  Bonus •  Day Off

•  Research and Show

Effective/Non Effective Social Media Use Cases

•  Lead by Example •  Create Formal Social

Media Policy •  Make the Vision and

Goals Clear

Travelling the Distance: Social to Sales “Coming together is a beginning; keeping together is progress; working together is success.”

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From Selling to Connecting with your audience

Accepting New Rules of Business

Large Campaigns to Small, Effective Acts

Transparency to your Customers

Being “Available Everywhere”

Connecting with Customers = Success

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Advertising

Conversations

Community

Contests

Four Steps for Social Media Success

Spread the Word Sponsored Ads •  FB, Twitter, Emails •  In Store Awareness •  Verbal Promotion

•  Create Content •  Show the

Community You Care

•  Customer Service is Priority

Metrics: •  Number of Fans;

Comments on Blogs •  Customers

Feedback •  Actual Sales Leads;

Saved Expenditures

•  Arrange In-Store Activities

•  Exclusive Discounts/Deals

•  Make it Lucrative 21

Reach

Engagement Conversion

Yardstick for Social Success

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Recommendations:

•  Website Redesign •  Keyword Research •  Organic SEO •  Website Updates •  One blog post a

week •  Link the website to

Google Analytics & Web Master Tool

“There are no Secrets to Success. It is the result of preparation, hard work, and learning from failure.” Track and Measure your Results as You Go! 23

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So Many Choices

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Affordable

Designed for Small Business

Users

Mobile/Desktop Friendly

Built-In Analytics & Tracking Functionality

Intuitive and Easy-to-Use

Multi-User Support

Scheduling/Optimization Functionality

What Matters to the Fireside Lounge the Most?

Employees Empowerment

Content Calendar

Limited number of employees

Achieving the goals

Real time customer

engagement

3 Owners; 5 Employees

Small Business

The Winner: Buffer – A Better Way to Share on Social Media

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Buffer

Analytics and

Tracking

Web and Mobile

Friendly

Multi-User Support

Scheduling Capabilities

Affordable ($50/month)

Key Performance Indicators: % Increase

Re-Tweets

@Mentions

Active Followers

Posts

Likes

Times Content is Shared

Signs that Fireside Lounge has Achieved its Goals

Current: 0 Goal: 10% of Tweets

Current: 2% of posts Goal: 15% of posts

Current: 16 likes per post (average) Goal: 30 likes per post

Current: 0 Goal: 30 a month

Current: 545, 1193 (TW, FB) Goal: 800. 3000 (TW, FB)

Current: 1 a day (same for TW and FB) Goal: 3-4 a day (different for TW and FB; post on more social media platforms)

*Results expected 6 months after the social media content strategy is implemented

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Thank You!!

Questions?

•  http://www.historyorb.com/events/date/1942 •  http://www.thefiresidelounge.com/ •  https://www.youtube.com/watch?v=Ruz_cMIaAuE

https://www.facebook.com/thefiresidelounge •  https://twitter.com/FiresideAlameda •  http://blog.bufferapp.com/introducing-buffer-for-business-the-most-simple-powerful-

social-media-tool-for-your-business •  http://www.teachprivacy.com/employer-social-media-policies-a-brave-new-world/ •  http://www.britopian.com/2014/01/10/epic-idea-2014-brands-need-get-content-right/ •  http://www.britopian.com/your-brand-the-next-media-company/ •  http://soloprpro.com/the-best-content-and-social-media-calendar-templates/

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References

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Month: JuneSunday Monday Tuesday Wednesday Thursday Friday SaturdayDay# 1 Day# 2 Day# 3 Day# 4 Day# 5 Day# 6 Day# 7Blog: NA Blog: Historic Event Blog: NA Blog: NA Blog: NA Blog: NA

Week theme:FB: Drink of the week- ask question

FB: Blog related Post FB: Trivia promo/question

FB: Music Post FB: Beer Poll FB: Post

Summer TW: auto tweet TW: auto tweet TW: Trivia auto tweet TW: Conversation 1/2h TW: auto tweet TW: auto tweetInst: Cocktail Photo Inst: Staff/Bar Picture Inst: Night Photo Inst: night performance

photoInst: Beer Photo Inst: Band/bar photo

YT: NA YT: destilleries interviews

YT: NA YT: Upcoming band video

YT: NA YT: last night perforance video

Day# 8 Day# 9 Day# 10 Day# 11 Day# 12 Day# 13 Day# 12Blog: NA Blog: Summer drinks Blog: NA Blog: NA Blog: NA Blog: NA



FB: Music Post FB: Beer/brewery Post FB: Post



YT: NA YT: tasting YT: NA YT: Upcoming band video


Day# 15 Day# 16 Day# 17 Day# 18 Day# 19 Day# 20 Day# 19Blog: NA Blog: Partner history Blog: NA Blog: NA Blog: NA Blog: NA



FB: Music Post FB: Liquor Poll FB: Post


photoInst: Beer Photo Inst:

YT: NA YT: brewery interview YT: NA YT: Upcoming band video


Day# 22 Day# 23 Day# 24 Day# 25 Day# 26 Day# 27 Day# 26Blog: NA Blog: Summer Tastings Blog: NA Blog: NA Blog: NA Blog: NA



FB: Music Post FB: Liquor Post FB: Post



YT: NA YT: tasting YT: NA YT: Upcoming band video


Day# 29 Day#30 Day# 1 Day# 2 Day# 3 Day# 4 Day# 5Blog: NA Blog: Top Breweries Blog: NA Blog: NA Blog: NA Blog: NA



FB: Music Post FB: Beer Poll FB: Post



YT: NA YT: expert interview YT: NA YT: Upcoming band video


Special Content Ongoing Content Event Post Goals Post GoalsSocialMedia special event: Events: FB: FB: SocialMedia promotion: Blog posts: TW: auto tweet TW: auto tweet Program promotion: Tweet/pics G+: G+:Site content: Tips? Inst: Inst:Logo: Questions? YT: YT:

Appendix A: Content Calendar

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