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 9000th 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 9000th 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.
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