Social Media Monitoring Project - Final Report

        I.            Executive Summary

In this final social media monitoring project, I will discuss the different ways how AJ Bombers and Sobelman’s Pub and Grill use social media to promote themselves. The reason why I choose Sobelman’s Pub and Grill as the main competitor of AJ Bombers is because these two burger restaurants are both famous in the same area located in Milwaukee. Moreover, Travel Channel also chose these two brands to face each other in a competition named “food war”, in order to find which brand is the best burger restaurant in Milwaukee.

Furthermore, I will talk about the suggestions to AJ Bombers. I will give some advices directly for each social media medium they used. In order to improve the ways how they use social media to reach out the potential customers. Hope these recommendations can help them to increase their business through social media.

      II.            Comparing the Competitor

Sobelman’s is a well-known burger restaurant in Milwaukee. It opened ten years ago. At Sobelman’s they claim that they use fresh Black Angus beef patties – fresh, not frozen – on freshly baked country butter rolls baked exclusively for Sobelman’s.

a.      Website

The main website of Sobelman’s is http://www.milwaukeesbestburgers.com. Compare to the website of AJ Bombers the design of these two website are easy to use for the visitors. It also provides lots information, such as the menu, the location, the photos, and the contact information etc. However, the website of Sobelman’s shows this restaurant have good relationship with Marquette University. People can check the latest Marquette Sports Scores and events on the first page of the website.

b.      Facebook

The Facebook page of Sobelman’s provides much information, such as the newest burgers and the latest photos. You also can see some videos on it. According to Facebook, there are 2,909 people like this page. Compare to AJ Bombers which has 2,600 people like their page, Sobelman’s has more fans than AJ Bombers on Facebook. It means the messages which Sobelman’s posts will deliver to more people. It can also reach more potential customers at the same time on Facebook.

Compare to the main competitor Sobelman’s. You can see the comments from the customers on Facebook of these two restaurants and also can see the discussions between companies and customers. Sobelman’s and AJ Bombers are all build the good ways to communicate with their customers. Not only talks about the burgers, but the normal discussions as friends.

c.       Twitter

Sobelman’s does not use Twitter to promote itself. However, based on the record, there are 13,141 following the page of AJ Bombers, 13,323 followers, and 31,214 tweets on Twitter. It will increase the opportunities that customers can use Twitter to talk about AJ Bombers. It can raise the visibility and people can use their mobile devices to receive the messages from AJ Bombers. It shows AJ Bombers have more chances to attract more customers rather than Sobelman’s.

d.      Foursquare

Based on the record, there are 2,477 people who visited AJ Bombers’ page and there are 9,081 check-ins. The mayor is Amy who checks in 27 times in last 60 days. However, there are only 1,161 people who visit the page of Sobelman’s and have 1,954 check-ins on Foursquare. And the mayor of Sobelman’s is Kristina K. who checked in 17 times. It shows that AJ Bombers have more visitors on Foursquare. Sobelman’s did not create any campaign on Foursquare recently. However, AJ Bombers offered a free burger to the 9000^th check-ins which is their latest event in March. It will encourage repeat visits and check-ins among its fan base. In an interview with the owner of AJ Bombers on YouTube, said that promotions on Foursquare have allowed AJ Bombers to increase sales 30% on select items. It shows that AJ Bombers chose a good way to promote their products without spending lots of money.

e.      YouTube

If you type Sobelman’s as the key word to search on YouTube, you will get 21 results, which is less than the compare to AJ Bombers. Comparing the content; the videos of Sobelman’s are mostly talking about the “food war” between these two restaurants. However, Sobelman’s didn’t win this competition. It means these videos couldn’t attract more customers at all.

However, AJ Bombers utilize YouTube to deliver the messages to the viewers and also use it to deliver the news letter. They use YouTube to have more visibility and gain more customers without spending lots of money. AJ Bombers obviously did the better job than the main competitor.



        I.            Recommendations for AJ Bombers

a.      Main Website

You can find lots information about AJ Bombers through the main website. You can see how they use Facebook and Twitter, and YouTube to deliver the messages on the first page. In addition to Facebook, Twitter, and YouTube, AJ Bombers also use Foursquare to promote the restaurant. I recommend that they can update the event related to Foursquare on the main website. In order to attract more customers who use different social media.

b.      Facebook

Through Facebook, AJ Bombers can receive the comments from the customers and can have conversations with them directly. It builds two-way communication. AJ Bombers can deliver the messages and receive the feedback immediately. I suggest AJ Bombers can have votes on Facebook. It can reveal the real thoughts of their customers. It also can avoid some crazy ideas at the same time. You can let customers to decide what kind of burgers they want to eat most. They also can decide the “Burger of the Month” to get the discount. In fact, one of their most popular burgers was created by a customer, @KateBarrie; the Barrie Burger features peanut butter, bacon and cheese. It’s a good way let customers to contribute their ideas for the restaurant. Customers can feel great if they can decide the menu on their own.

c.       Twitter

The tweets on Twitter are just like the conversations between the customers and AJ Bombers. It can be received from the mobile devices. People can read the messages wherever they are. In this way, I suggest AJ Bombers can use Twitter to deliver the message to remind people to visit it. They can post the messages on Twitter before lunch or dinner to remind people that AJ Bombers is a good choice to eat at.

d.      Foursquare

AJ Bombers offered a free burger to the 9000^th check-ins which is their latest event this month. It will encourage repeat visits and check-ins among its fan base. I recommend AJ Bombers should also offer a free burger to the mayor too. People not only can get fight to become the mayor, but can also get a free burger at the same time. It will encourage people to visit this page more often.

e.      YouTube

AJ Bombers uses YouTube to deliver the messages and also use it to deliver the news letter. The contents are almost the same as the interviews and the talks from the owners. I think the simple way is the best especial for the restaurant. Some good pictures can attract people effectively. I suggest AJ Bombers can use this as the example to gain more attention from customers.

 

f.        Sample Campaigns

Ø   Testimonial

People will believe opinions from the peers on the Internet rather than advertisements on the television. That’s called Word-of Mouth. Those reviews and opinions can build a good reputation to attract more and more customers through social media. I suggest AJ Bombers can encourage people to record how they think about their burgers and post the videos on YouTube and Facebook. It can deliver the testimonials immediately without the framing of time and space.

Ø   Festival Campaign

I recommend AJ Bombers can have special campaigns based on different festivals and also served in limited time. For example, they can offer a chocolate burger served during Valentine’s Day. Or make the burgers look like the picture. It can make customers feel interested and have willing to taste the special burger.

 

Reading Reflections #3 - Internal Groundswell

Groundswell thinking can not only can be use in marketing strategies, but internally within the company as well. Just like the book “Groundswell” said, the power and the speed of the groundswell within companies let employees and the company find what they want from each other. (p.219) Internal groundswell in the company contains several benefits. It provides a good opportunity for employees to be connected to leadership. (p.221) Take Avenue A/Razorfish for example, employees can post their thoughts and ideas about their work on a wiki. It is the a perfect platform to exchange opinions without limitations. This new technology has helps this company to communicate internally. Moreover, it cuts the time spend looking for opinions from hours to minutes. (p.221) It creates a collaboration tool and a communication channel. It means social networks can help spark the communication between the company and employees.

However, the company has to think about relationships, not the technologies as groundswell thinking. It still has to focus on people- their employees. The internal groundswell is all about creating new ways for people to communicate. If the company promotes a listening culture from top to down, it eases and encourages participation, and empowers the rebels in the organization to challenge idea. It will definitely work. If the company has a listening culture, their employees can express their thought and new ideas on their internal site. Their employees can stay up to date on a project, to share competitive market intelligence, and to collect and vote on promising ideas. (p.229) It can increase the willing of employees to participate the discussions.

The discussion above shows how social networks change people’s lives and also changes the company at the same time. Groundswell technologies are easy to use and easily to connect people whenever and wherever they want. (p.234) People in present world can access groundswell very easily, not just on computers, but on mobile devices. If people want to pay to see a movie, before going they will search the comments on the Internet rather than just but the tickets. They trust the opinions, rating, and reviews much more than the advertisements. The company can also see the comments on the forums. Their customers post their thoughts about the products and services. The company can know what have done right or wrong. Then, they can adjust the directions to fulfill their customers. Moreover, people and companies can communicate with each other through social media. People can express their voices honestly and companies can understand what they want directly. It could be a win-win situation for both sides.

Social Media Monitoring Project

I.           Executive Summary

In the present world, social media lets people to express their voices and help them to connect with each other. They can visit others’ blogs to view their opinions about the products which they are interested in. They can also share perspectives with friends whom they have never met. They will trust the rating and reviewing much more than advertisements. That means social media has empowered people to think and make decisions on their own mind.

Otherwise, the company can also use social media to connect their customers. Some customers will post their comments on forums, websites, Facebook, and other social media. The opinion from the customers is a good way to realize what their real thoughts are. The company can listen where are the problems and decide how to solving these problems. Social media can let company connect with consumers directly. That shows social media create a communication channel between customers and the company. Social media also become a good way to promote the company and can create buzz without any payment. It can build a new social network in business world. If the company can use social media very well, it will bring more business in a short time. Take AJ Bombers for example.

AJ Bombers is the name of a burger restaurant in Milwaukee which opened three years ago. It has been featured in The Wall Street Journal and The New York Times in a year. AJ Bombers' success starts with a great experience and a great product. The reason why they can be so successful in such a short time is because of the owners Joe and Angie Sorge utilized social media to promote the restaurant and connect with their customers. It demonstrates the power of the medium. The ways how AJ Bombers constant building awareness and energizing fans has included: they use their main website, Facebook, Twitter, YouTube, and Foursquare to communicate with their customers.

II.         Introduction

The following paragraphs show a brief overview of how AJ Bombers use of social media and what kind of social media they choose to use. I will explain the effectiveness of the social media. I will also analyze the tone how AJ Bombers talk to their customers, what kind of messages they deliver to their customers, and how often does they post new information, and how often does they reply the messages from clients, and how’s the feedback from the clients. I want to explain the reason why AJ Bombers can be so successful not only had they had good products and services, but build a new relationship with customers through social media. Moreover, I will utilize the metrics to analyze the data I have to accomplish this social media monitoring project.

I.           Overview of Social Media which AJ Bombers use

a.      Facebook

The Facebook page of AJ Bombers provides much information, such as the new burgers and the latest photos. You also can see some interesting videos on it. The most important thing is you can know the latest event and you can see the responds below the news release. According to Facebook, you can see there are 625 check-ins and 2,513 people likes this page. Based on the record, it increases 60 check-ins and 50 people likes this page averagely every week.

The newest event on Facebook informed the visitors if you want to win a free burger, you have to be the 9000^th check-in on Foursquare. It’s really good to use every social media to deliver the same messages. It can make sure the people who used to use different social media can still receive the same messages. Facebook can let people see the post immediately and they also can see the responds from other users at the same time. You also can see the comment talking about this event will increase the desire to eat the AJ Bombers’ burgers. It provides a platform let customers can share news and experiences with each other and AJ Bombers can receive the feedback and the comments right away.

a.      Twitter

AJ Bombers also use Twitter to deliver the messages to customers. Based on the record, there are 13,141 following this page, 13,323 followers, and 31,214 tweets on it. The tweets on this page express these short messages just like the conversations between the customers and AJ Bombers. It builds a new communication channel let each side can express their thoughts and can get the feedback right away.

a.      Foursquare

Based on the record, there are 2,477 people visits this page and have 9,081 check-ins. The mayor is Amy who checks in 27 times in last 60 days. AJ Bombers offered a free burger to the 9000^th chick-ins which is their latest event this month. It will encourage repeat visits and check-ins among its fan base. People not only can get confident to become the mayor, but can also get a free burger. It’s also a good channel to deliver the selling messages to the customers. Visitors can leave the comments on this page and can see how many people have the same experience with you. It will build a special confident through this. For example, if you think the peanut butter burger is the best one in the world, and post on Foursquare, and there are 20 people agree with this idea. You will feel happy and supportive through the feedback.

a.      Others

According to http://addictomatic.com/topic/aj+bombers, you also can find the information of AJ Bombers on YouTube, Bing News, Google Blog, Truveo Video, Flickr, Twingly Blog, Wordpress.com, and Yahoo Web etc.

I.           Tone, Message, and Feedback of AJ Bombers

a.          Tone

The reason why AJ Bombers can be so successful, I think the way and the tone they talked plays an important role. They speak their customers’ language. It can make customers feel comfortable and have willing to leave the messages on social media. Then AJ Bombers has the opportunities to realize the thoughts on their minds. They have the opportunities to growth. The way how AJ Bombers talks just like an old friend you have. They will discuss what kind of chocolate burgers make you lose control. They can understand what you think and open a new conversation. The posts and the responds are just like normal conversations. It can build and maintain good relationships between the brand and customers.

a.          Feedback and Message

AJ Bombers spent many hours to responding every message on each social media. You can see almost every post, comments, tweets, and reviews were replied in a short time. It’s really good to respond the comments. It will encourage viewers to post their thoughts and experiences on it. Because they feel they are “sharing” rather than “posting”.

AJ Bombers not only use social media to deliver the new information, but have some interesting conversations. Viewers and the company may discuss what day is today. They may also discuss which movie is their favorite. It’s not always the selling messages on the websites. That can make customers feel more comfortable to visit their website, and maintain the relationships, and create the brand impression at the same time. These movements can let customers feel they have special connections with each other.

I.           Current Metrics

a.          Social Mention 



According to Socialmention.com, in mid-March, the AJ Bombers had a neutral and positive brand in social media. Overall, Social Mention gave AJ Bombers 12% in strength, 54% passion, and 21% in reach.

People can use many key words to find this burger restaurant, but the most common word is ajbobmbers. According to the listed sources on Socialmention.com, AJ Bombers appears in many different kinds of social media the famous social media is Twitter. There are 60 retweets this month. Moreover, this brand will be mentioned every 32 minutes in the Internet.

a.          Google Insights

According to Google Insights, worldwide searches for AJ Bombers peaked in October (2010) last year. The search key words are “aj bombers milwaukee”. Regionally, searches came only from within the United States.

a.          Famecount

According to Famecount.com, there are 13,301 followers and on Twitter. Otherwise,

Daily, weekly, and monthly growths are all higher than the Twitter average. It also shows the number of the followers is growth since July 2010.

                     d.Compete

According to Compete.com, the people who visit AJ Bombers.com are growth 2.42% in February. The visit times also growth 33.61% last month.

I.           Conclusion

The company can use social media to listen to their customers and embrace low-cost, low-control social media technology to drive awareness and increase word-of-mouth. They don’t have to pay lots money to promote themselves. It not only can save money, but build a new business world. AJ Bombers is the best example to support this opinion. It shows if you can listen to the customers and respond the posts, you can build a good relationship with customers. This kind of relationships will gain awareness and have more and more people to visit your company. Even small business can utilize social media to become famous brands.

 

Original Post #3 (Business and Word-of-mouth)

Read more: http://blogs.forrester.com/augie_ray/10-03-28-word_mouth_and_social_media_tale_two_burger_joints

In present world, small business can use social media to have more visibility and gain more customers. It’s a good chance for small business to promote their products or services. AJ Bombers is a perfect example to embrace the new technology. This company utilized social media to have increased the number of customers in one year.

AJ Bombers became a successful burger brand in one year. They utilized Facebook and Twitter to spread messages and connected with potential customers. They offered to new FourSquare mayors free burger and fries and in doing so, encouraged repeat visits and more check-ins among its fan base. They also posted some videos on YouTube to promote their burgers. Without spending lots money, AJ Bombers still can earn customers and good reputation. AJ Bombers doesn’t have to wait for random customers show at their door. Instead, they can use social media to reach their future customers. On Twitter, AJ Bombers has tweeted more than 10,000 times to its 3,000 followers.  On Facebook, the restaurant updates its status several times a month and engages with 1,000 fans. It built a successful social network to bridge the store and the customers. After going to AJ Bombers, some people will write their thoughts on social media. These messages and pictures will spread out immediately. People will believe opinions from the peers on the Internet rather than advertisements on the television. That’s called Word-of Mouth. Those reviews and opinions can build a good reputation to attract more and more customers through social media.

Just like “Groundswell” said, word-of-mouth is a powerful amplifier of brand marketing. (p.130) Company can use this to build the brand image and good reputation. The reasons why word-of-mouth can be so successful is that it is believable. People can express their opinions on their pages without limitations. It’s self-reinforcing and self-spreading. Nobody can force people to write something they are not interested in. People are willing to talk about things they really want to share with their friends. People usually don’t get anything when they post their opinions on the Internet. Karma is the only thing people can gain after they post their voices. It’s the most honest form of marketing activities. (p.131)

AJ Bombers showed how they use social media to become a famous restaurant and how they influenced perspective customers with social media. They used social media as a tool for spread word-of-mouth effectively. They proved if you can give your customers good experiences, you can be outstanding. As long as you have good products and services, you can become famous brand on the Internet. All that you have to do is use social media properly.