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Restaurant Romanoff Facebook page

Dear Reader,

In my previous post I was talking about Facebook for business, therefore this post I would like to look in depth how to create and run successful Facebook page. As an example I took a page of restaurant Romanoff that was created for the final presentation as a part of my assessment for social media course.

First of all, my college and me decided to create a page for non-existing restaurant in order to test our knowledge first before running a page for a real restaurant. Just a quick story of the property: Romanoff restaurant is a place where customers can try traditional cuisine of Russian nobility, located in Moscow, Russia.

One of the first steps that should be taken in order to create a page (and actually run a business) is to define the target market of the place and a big plus would be buyer persona. From social media point of view, narrowing the people for whom you create a page, you can get higher engagement rate (Vahl, 2012). Therefore, we decided to post in two languages– Russian, which is native language and English which is for our foreigner customers.

It is crucial for manger of the page to identify the best suitable strategy for their page in order to be constant and be able to measure success. For our presentation we decided to implement 8 success criteria model invented by Owyang, Tran and Webber (2010), as it is explaining in depth the most important factors that manager of the page have take into consideration. Moreover, this framework shows how to interact with fans, how to increase engagement rate and how successfully reach potential customers (Slideshare.net, 2014). Let me explain in depth how we implement those criteria for our Restaurant Romanoff page.

1st criteria- Set community Expectations

According to Owyang et al. (2010) it is important to clearly express expectations, so fans of the page will know how to interact best. For restaurant Romanoff we set community expectations as following:

There two important aspects that should be incorporates in the facebook page:

First one is a governance policy, which means the rules and regulations concerning behaviour and language (Social Fresh, 2014). The other one is a vision for the page, which explains what the page is created for and what fans will be anticipates (Firebelly Marketing, 2012).

2nd criteria- Provide Cohesive Branding

The next step is to provide complete experience about the brand for the customers, including logo, mission statement, contact details, address, description and all useful info about company. The manager of the page has to make sure that branding on the page corresponds the overall brand of the business. If the branding of the page is not clear, the page can confused the customers and the company will not be able to build more trust with customers. (Socialmediatoday.com, 2014) According to Lieb (2014) the brand is not only a logo. It is crucial to complete all the information about brand and make the page recognizable by providing familiar visual experience (brand logo, cover photo, etc.)

Here is an example of Restaurant Romanoff page:

3rd criteria- Be up to date

Our team run the page during one month, therefore we tried to keep the page up to date and posting new contents on daily basis (or every 2 days), including Interesting and Educational Content, 80/20 rule (80% of education information and 20% of promotional). In order to be sure that the page attracting the attention of the targeted group, post the content in a variety ways (Porterfield, 2011) , for example, pictures, video, polls, employees stories, podcasts, etc. For more information check 11 Checks to Ensure Your Facebook Page is Up-to-Date (Gingerich, 2013).

Here you can see our most engaged days and time and based on this data we decided when it is better to post something in order to achieve high engagement rate (Lee, 2014).

4th criteria- Live authenticity

For our page we showed your customers and fans that there is someone working at the brand that isn’t a robot or just a logo (socialmediatoday.com, 2014). In order to achieve high engagement and increase trust among the fans we follow net rules:

  • Posts should come from 1st person in conversational tone
  • Providing admin signature on each post and comment

5th criteria- Participate in Dialogue

Two way dialog spurs interaction, trust, and the spread of information” (Slideshare.net, 2014). In order to contribute the dialog, the manager has to look at the existing discussion and join in or create a new one. During running of the Restaurant Romanoff page we replied comments within 24 hours and always thanked the customers for participation. According to Owyang, 60% of Facebook users are more likely to recommend a brand page after being a fan (socialmediatoday.com, 2014).

As the page was created for the non-existing restaurant, we did not include the rest 3 criteria that are Enable Peer-To-Peer Interactions (allow fans to talk about your brand with each other), Foster Advocacy (find the most active fans and make them to “represent” your page, in other words, make them share the page with their friends (it will creates eWOM) and encourage them to do something on the fan page) and Solicit A Call To Action (when the page have customers being fans and they are willing to engage and talk to you, create a value deal for your fans, for example, promotion or discount), because in order to use criteria stated above the page have to have more fans and higher customer engagement rate. (socialmediatoday.com, 2014)

The manager of the page has to check the Page insights regularly to understand what is working better to keep the posts relevant and engaging (Facebook for Business, 2014). Therefore, we checked number of reached customers:

The objectives for our presentation was to reach 40-50 people per post and we successfully reached it.

In order to measure Engagement Rate we used the formula stated below:

(Socialbakers.com, 2012)

And even it was non-existing restaurant, we obtain 5,4% of engagement rate, whereas our goal was 5%.

Even if I consider our page as a successful one, there are some things that personally I would do differently if there would be chance to undertake a new social media project as social media manager

  •   Using different type of content (video, polls, employees stories, podcasts, etc.)
  •   Include 20% of promotional content to boost the sales
  •   Create Instagram and Foursquare accounts to increase loyalty and engagement
  •   Success on 5 first criteria and implement another 3 from Owyang et al. (2010) model
  •   Include custom applications or tabs that help reverberate the brand and theme (Bullas, 2010).

Facebook page can be very useful tool for the running successful business, however, businessmen has to appreciate that “what Facebook is not is a portal to millions in instant revenue” (Casserly, 2013).

 

References:

Anon, (2014). [online] Available at: https://socialmediatoday.com/kenyeung/157791/eight-success-criteria-facebook-marketing [Accessed 4 Jun. 2014].

Bullas, J. (2010). The 8 Keys To Success For Facebook Marketing – Jeffbullas’s Blog. [online] Jeffbullas’s Blog. Available at: http://www.jeffbullas.com/2010/07/29/the-8-keys-to-success-for-facebook-marketing/ [Accessed 5 Jun. 2014].

Casserly, M. (2013). Why Small Businesses Are Losing On Social Media. [online] Forbes. Available at: http://www.forbes.com/sites/meghancasserly/2013/04/17/why-small-businesses-are-losing-on-social-media/ [Accessed 5 Jun. 2014].

Facebook for Business, (2014). 10 Facebook Page posting tips. [online] Available at: https://www.facebook.com/business/a/online-sales/page-post-tips [Accessed 5 Jun. 2014].

Gingerich, M. (2013). How to Audit Your Facebook Page Features. [online] Social Media Examiner. Available at: http://www.socialmediaexaminer.com/11-checks-to-ensure-your-facebook-page-is-up-to-date/ [Accessed 8 Jun. 2014].

Lee, K. (2014). The Social Media Frequency Guide: How Often To Post To Facebook, Twitter, LinkedIn, And More. [online] Fast Company. Available at: http://www.fastcompany.com/3029019/work-smart/the-social-media-frequency-guide-how-often-to-post-to-facebook-twitter-linkedin-a [Accessed 4 Jun. 2014].

Lieb, R. (2014). Facebook’s IPO: What Does It Mean For…?. [online] Altimetergroup.com. Available at: http://www.altimetergroup.com/2012/01/facebooks-ipo-what-does-it-mean-for.html [Accessed 8 Jun. 2014].

Porterfield, A. (2011). 9 Facebook Marketing Strategies to Build Super Fans |. [online] Social Media Examiner. Available at: http://www.socialmediaexaminer.com/9-facebook-marketing-strategies-to-build-super-fans/ [Accessed 8 Jun. 2014].

Slideshare.net, (2014). The 8 Success Criteria For Facebook Page Marketing. [online] Available at: http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing [Accessed 8 Jun. 2014].

Social Fresh, (2014). How To Create Facebook Community Guidelines. [online] Available at: http://socialfresh.com/facebook-fan-page-community-guidelines/ [Accessed 4 Jun. 2014].

Socialbakers.com, (2012). Formulas Revealed: The Facebook and Twitter Engagement Rate. [online] Available at: http://www.socialbakers.com/blog/467-formulas-revealed-the-facebook-and-twitter-engagement-rate [Accessed 4 Jun. 2014].

Vahl, A. (2012). How to Use Facebook Targeted Posts to Improve Your Facebook Engagement |. [online] Social Media Examiner. Available at: http://www.socialmediaexaminer.com/facebook-targeted-posts/ [Accessed 5 Jun. 2014].

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Facebook for business

Dear Reader,

Today I am going to introduce you to a quiet wide but very interesting topic- using Facebook for business.

It is proven by various researchers that Social Media (SM) can be a very rich potential source of customers and other stakeholders for any business and doesn’t matter whether it is a local start-up or a well-know international organization (Kaplan and Haenlein, 2010). It is important to mention why Social Media has experiences a high growth of popularity and attention paid to this topic that emerged with the development of Internet and technologies related to it. Goffman (1959) cited in Kaplan and Haenlein (2010, pp. 59-68) mentioned that in any type of social interaction person wants to have a total control of the impression that other people form of him. Ability to express yourself and show your presence online is gained by individuals through creating their personal webpage (Schau and Gilly, 2003).

Kaplan and Haelen (2010) stated that the social media classified into blogs (e,g MySpace, LiveJournal, WordPress), social networking sites (e.g. Facebook, MySpace, Google+ ), virtual social worlds (e.g. Second Life), collaborative projects (e.g. Wikipedia), communities (e.g. YouTube, Flicker), and virtual game worlds (e.g. World of Warcraft).

Based on the studies by Fogel and Nehmad (2009) Facebook (Social Networking tool invented by Mark Zuckerberg in 2004 just to stay in touch with his classmates from Harvard University) is considered to be the most popular SM tool among students. However, nowadays the range of users of Facebook is not just limited to students, there is a tendency that more and more members of older generations are opening their profile online. Madden (2010) in his work mentioned that the number of adults over 50 has increased by 88% in the period of time from 2009 to 2010. Carmichael (2011), cited in Rauniar and Rawski et al. (2014, pp. 6-30) showed in his report that over 40% of users on Facebook are over 35 years old. Does this high growth of number of people using Facebook and increasing diversity of users presents a red flag for businesses and marketers? There are definitely a whole lot of opportunities that are waiting for businesses to register their profiles on Facebook and reach their potential customers. (Vahl, 2013)

Many researchers find Facebook as a very effective marketing tool that allows them to post pictures, set up discussions and attract more attention from their potential customers. Stelzner (2013) said that if the company has a physical or online product, as well as program or services, Facebook business page can be tremendously advantageous, since this type of page allow the company talks about its product on a regular basis. On the other hand, according to Hutter and Hautz et al. (2013) mentioned that customers have turned to a position of being able to actively and constantly create and influence the content rather than being only inactive recipient. However, Goehst (2014) affirms that it is difficult, especially for small businesses, to determine correctly their marketing in order to have advantage of Facebook page, as these companies got used to use the traditional ways of marketing and advertising, such as newspapers, TV and radio and the same formal tone that was used for many years just wont work anymore. In addition, Butters (2014) agrees that it is necessary to keep the language simple and understandable, as the Facebook prefer more casual way of communication rather than traditional way of advertising. The Facebook page can be set up easily, it does not require specific skills to manage and absolutely free tool for promoting businesses. (“Facebook can transform your business”, 2013). On the other hand, according to Kaplan and Haenlein (2010), companies are used to carefully filter information that is being delivered to their target market, with the help of press releases, advertisement and good public relations. Does it mean that business are risking to loose control over what is being said about them online? Management of Facebook understands the importance of attracting businesses to work on the “spacious fields” of their online platform. This is why they are trying to stay as business friendly as possible, by setting up tutorial and publishing eBooks in order to show businesses how easy and useful Facebook marketing tool could be for them.

To conclude with, there is much more to say about Facebook and how it can influence the business, doesn’t matter small one or globally known, especially nowadays when the Social Media rising up so quickly. Brands are becoming more socially orientated and the companies are admitting that Social Media in these latter days is a key marketing channel (Kaplan and Haenlein, 2010).

 

References 

(2013) “Facebook can transform your business: How one small start-up stimulates sales”, Strategic Direction, Vol. 29 Iss: 9, pp.9 – 1

Butters, K. 2014. 4 Ways to Improve Your Facebook Ads |. [online] Available at: http://www.socialmediaexaminer.com/improve-facebook-ads/ [Accessed: 4 Apr 2014].

Fogels, J. and Nehmad, E. (2009), “Internet social network communities: risk taking, trust, and privacy concerns”, Computers in Human Behavior, Vol. 25 No. 1, pp. 153-160.

Goehst, D. 2014. Facebook Pros and Cons for Businesses | Social Media Today. [online] Available at: http://socialmediatoday.com/freelancewriter/1843866/facebook-business-pros-and-cons [Accessed: 3 Apr 2014].

Goffman, E. (1959). The presentation of self in everyday life. New York: Doubleday Anchor Books

Hutter, K., Hautz, J., Dennhardt, S. and F\”Uller, J. 2013. The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product \& Brand Management, 22 (5/6), pp. 2–2.

Kaplan, A.M. and Haenlein, M. (2010), “Users of the world, unite! The challenges and opportunities of social media”, Business Horizons, Vol. 53 No. 1, pp. 59-68.

Madden, M. (2010), “Older adults and social media”, Pew Internet and American Life Project, available at: http://pewinternet.org/Reports/2010/Older-Adults-and-Social-Media.aspx

Rauniar, R., Rawski, G., Yang, J. and Johnson, B. 2014. Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise Information Management, 27 (1), pp. 6–30.

Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self- presentation in personal web space. Journal of Consumer Research, 30(3), 385—404.

Stelzner, M. 2013. Facebook Marketing Plan, How to Grow Your Business With Facebook. [online] Available at: http://www.socialmediaexaminer.com/facebook-marketing-plan-with-amy-porterfield/ [Accessed: 4 Apr 2014].

Vahl, A. 2013. How to Set Up a Facebook Page for Business |. [online] Available at: http://www.socialmediaexaminer.com/how-to-set-up-a-facebook-page-for-business/ [Accessed: 3 Apr 2014].

Introduction to Foursquare

Dear Reader,Image

In this post I would like to introduce you (if you haven’t been introduced yet) to the quite trendy topic that has been emerging over the last few years – The Social Media. The word Social indicates our human need to communicate with other humans around us (Safko, 2012). We are always looking for individuals or groups to interact with, to make ourselves feel comfortable while sharing feelings, thoughts, ideas and experiences. The word media in this term refers to the instruments we use to get through to the individuals or groups we want to be attached to. Social media is widely used by various businesses to reach their target audience.

What I would like to define in this post is location-based social media tool know as the Foursquare. The idea behind foursquare is to ‘check-in’ in various places using your smartphone and letting your friends know what is your current location. In addition to that, if you constantly check-in in specific spots you are being awarded by, what they call, ‘badges’. For example, if you achieve a large number of check-ins in gym you will be awarded with the Gym Rat Badge.Image  However, being awarded by different badges does not mean that you are just collecting nice pictures in your Foursquare profile, you can also compete with friends, and the most important, you can get generous promotions being offered by the marketers in the current location. If you reach a high level of check-ins in a bar, you might become a ‘Mayor’ of the place and be entitled to the box of beer (this is what actually happened to my friend in Russia, he received large box of Budweiser). According to Foursquare statistics, over 45 million people all over the world use this application to find places to visit and they are spreading the word about their favourite spots. (Foursquare for Business, 2014). Foursquare is changing rapidly, it was the place people went to see where their friends had been and now it’s about where they go for local information. (Reporter, 2014)

  So how does Foursquare benefits businesses that are using it? As we all know that the main objective for a business is to keep the customers happy, while use of foursquare in your business can improve the experience of your clientele through interacting with social media and getting the special promotions. Businesses can use FS as a promotion tool by posting updates and special deals, at the same time customers are welcome to leave a review or tips for their friends that will be visiting the location in the future. This approach allows businesses to interact with their customers via social media. One of the great examples of integration of FS into business is shown by Starbucks. They were able to deliver to their customers the idea that their coffeshops are the great study area by alerting students that they can grab a coffee and use free wifi access point. They were also able to come up with various badges for the fans of their brand name and product. (Chua and Banerjee, 2013, pp. 237-249)

The foursquare is interconnected with other social media tools and apps such as FaceBook, Tweeter, Instagram, etc. So whenever you checking-in in a specific place your location is being spread all over your accounts giving a wide range of promotion to the place of check-in. Now businesses are able to send out updates to the users of Foursquare including specials, deals, announcements and other information about their business. Entrepreneurs are also encouraged to pay a fee to be promoted within the foursquare, whenever their potential client is opening and Explore Mode within application. (Honigman, 2012)

As mentioned before the use of social media and especially the foursquare has significantly increased over the past years. It is cheap way to promote your business by getting the attention of your potential clientele. The future is after technology and Foursquare keeps improving its technology in order to keep up with expectations of todays buyer. If you have a business and you are tired of having people just passing by, get a foursquare account and catch you potential client on the go with nice specials and updates.

References

Chua, A. Y. and Banerjee, S. 2013. Customer knowledge management via social media: the case of Starbucks. Journal of Knowledge Management, 17 (2), pp. 237–249.

Foursquare for Business. 2012. Your Listing. [online] Available at: http://business.foursquare.com/listing/ [Accessed: 5 Mar 2014].

Foursquare for Business. 2014. Overview. [online] Available at: http://business.foursquare.com/overview/ [Accessed: 5 Mar 2014].

Honigman, B. 2012. 10 Ways to Market Your Business With Foursquare |. [online] Available at: http://www.socialmediaexaminer.com/foursquare-marketing-tips/ [Accessed: 4 Mar 2014].

Kerpen, D. 2011. Likeable social media. New York: McGraw-Hill.

Reporter, S. 2014. Foursquare’s Dennis Crowley: buyout offers are coming in, but we’re not selling | memeburn. [online] Available at: http://memeburn.com/2014/03/foursquares-dennis-crowley-buyout-offers-are-coming-in-but-were-not-selling/ [Accessed: 4 Mar 2014].

Safko, L. 2012. The social media bible. Hoboken, N.J.: Wiley.

Sponder, M. 2012. Social media analytics. New York: McGraw-Hill.

Tay, A. C. H., Glass, G. and Chew, S. W. 2013. Using FourSquare. Check-ins are not just for books!. Library Management, 34 (6/7), pp. 3–3.