Night Owl Hookah Lounge

ENGAGEMENT

meets

creates

Social Media

OUT with the OLD, IN with the NEW

Businesses are in the midst of a major paradigm shift in terms of communicating with consumers.

New Media has tore down the classic model of the Business-to-Consumer relationship and is now paving the way for new models, using consumer-driven marketing strategies.

Business

Consumer

Old Top-Down model

New Conversation model

Business

Consumer

Social Media Engagement?Okay, so we know we have to start a conversation with consumers…but how, when and where?

Simply talking to consumers isn’t enough to engage them; engagement is a 2-way street. Generating interest & excitement, as well as valuing and acknowledging consumers’ opinions is what cultivates a meaningful conversation.

Conversation

Value

Excitement

Interest

A few ideas…

Build-a-Bowl combo contest!

Twitter - news source, event info, deals and

giveaways

Bowl of the Week: Customers decide what flavors are discounted

Homework Hookahs half-

off!

Game-Day

Hookahs!

Blogger reviews

How-to-Hookah videos

Get your message out. Start a

conversation.

Flickr- Customer generated

photo contests

Hella Hookah Deals Buy 2, get

3rd free!

Facebook Questions: Consumers vote on

favorite flavors, contests, and more!Location-

based marketing – Foursquare/F

acebook Check In

A few ideas…

Get your message out. Start a

conversation.

“35 hours of video content uploaded to YouTube every minute, so the competition for eyeballs is intense.”

“Try using social networks like Facebook and Twitter to get your social strategy started — then promote your video using those vehicles.”

“Any brand, large or small, can score a hit in social video.”

• Well planned, measurable videos• Draw viewers in by tugging on

an emotion• Follow your brand’s personality

• 30/60 second spot• Music and comedy show events• Integrate new branding motto’s –

“Hey, I’m ‘Jeff’ and I’m a Night Owl” or “Hoot”.

Seeing it in actionVideo & Pics

How-to-Hookah videos

Produce quality content and information that your customer base can use and appreciate.

Add talented customers into the mix by featuring them in How-To videos OR consumer-made contest videos-- people love recognition & validation - turn them into valuable brand ambassadors.

Music & Comedy events

Video is viewers’ #1 way to absorb information. Generate excitement by capturing action & emotion on video. Also, post snap-shots of events and genuine, everyday excitement of consumers.

Seeing it in action

Build-a-Bowl Competition

Start with an idea

Promote that Idea

“Our shisha, your bowl. The winning blend is permanently added to our menu! Be a part of the Night Owl Hookah Lounge!” – Generate excitement and discussion

Engage consumers

Vote on your favorite blend!

Create brand loyalty

The consumer becomes part of the Night Owl through active contribution to the menu

Successful engagement

Marketing campaign

In this example, the consumer becomes a lifetime patron not only because of a great promotional idea, but because social media served as the vehicle to engage the consumer…• First, the promotion is broadcasted via Facebook and Twitter for

consumer awareness.• Then, consumers actively participate building the brand by creating

their own bowls.• Further engagement and interaction takes place with Facebook

Questions, followed by more discussion, making the promotion virtually consumer driven.

• The winner receives recognition for winning the competition…

Seeing it in action Build-A-Bowl

Competition

…and, in turn, will recruit more lifetime patrons by promoting the Night Owl through those same channels – Facebook and other social media.

Don’t forget to promote live events

• Establish Your Event-Related Channels

Use social media channels to get the word out about your event & encourage people to share information on the event in return for small rewards.• Incentivized Word-Of-Mouth

PromotionsReward followers for their interest. Offer fans and followers special discounts or content. Meteor Solutions• Make Registration SocialMakes registration easier and more streamlined and allows attendees to share their event activity with friends.• Location-Based Services and

Checkin RewardsReward attendees - Foursquare, etc.

• Livestream EventSetup live stream so fans follow along online. Facebook, Ustream.

• Active Event TweetingEngage participants in real time & fill people in who couldn’t attend.

• Continue Event Discussion

Post photos, thoughts, ideas.

• Measure SuccessReceive feedback, measure metrics using search.twitter.com, Social Mention, etc.

Things to remember…

• Conversational tone - Sound human, not like an out of touch

corporation

• Know what you want - Set realistic goals, e.g. greater reach and

engagement

• Listen & Respond – Acknowledge consumer’s thoughts & opinions in

a timely manner

• Diversify and Pace your content - Proactive & Reactive posts,

stagger

• Inject yourself into the conversation - @mentions, #mentions

• Experimentation & Learning – Continue what works, stop what

fails

• Know your audience - Frame messages to fit with your audience and

their culture

• Voice – The voice a brand has is an extension of their personality; stay

consistent

• Know the Platforms – Facebook / Twitter aren't interchangeable

• Focus on consumer - How is this message helping the consumer?

Proactive PostsProactive posts are conversation-starters that you initiate based on our editorial calendar; this includes status updates on Facebook, most Tweets, YouTube video postings, etc.

Opportunistic posts are news-based conversation starters that we’re bringing to the attention of our audience.

Site Recommended cadence*

Facebook Minimum 2x/week; no more than 1x/day

Twitter Minimum 1x/day; no more than 4x/day

YouTube As assets become available; ideally posting new videos at least 1x/month

Reactive postsReactive posts are responses to user-generated activity; this includes answering questions, moderating discussions, re-tweeting or @responding, etc.

Site Recommended cadence

Facebook Daily assessment; 24-hour windows for community to answer, 48-hour window for escalated questions to be answered

Twitter Daily assessment; 24-hour windows for community to answer, 48-hour window for escalated questions to be answered

YouTube Weekly assessment; no response to publically posted commentary

Social media calendar - example

Month Focus Sample Night Owl Promotionals

April Deals • Hella Hookah Deals – Buy 2, get 3rd free!•First 15 hookahs sold will be 50% off!  Mention Facebook/Twitter.•Build-a-Bowl combo contest!•Facebook check-in gets you 2-for-1 deals on drink!

May Music • Live music shows•Facebook, Flickr posts•@mentions, cross-promotional

June Picture Contests • Picture contests on Flickr

July YouTube Contests

•Vote for favorite smoke videos

August ?? ??

September ?? ??

October ?? ??

Social MediaSocial Media continues to develop and evolve, but at a rapid pace. As our society’s interest and activity in new media grows, it becomes more and more prudent for businesses to fall in line with these new practices and to rely less and less on outdated marketing models.

But what if I don’t like what’s being said?

Businesses that are nervous about relinquishing control over what they think are finely crafted, well thought-out messages are the ones that are operating in the past – consumers see through those messages. Nowadays, consumers are much smarter and expect much more from businesses on a human level. They expect a conversation.

• No one likes being ‘talked to’ - people like being paid attention to.

• The business gets to hear all about the things they’re doing right and the things they’re doing wrong from the people who truly matter – the consumers.

• Giving voice to consumers gives businesses greater credibility and establishes trust and confidence in the brand.

Night Owl Hookah Lounge

meets

creates

ENGAGEMENT

Social Media

There’s a lot of businesses with potential to be insanely successful. But what separates businesses that realize their potential from the ones that don’t - is engagement.

Get your message out. Start a conversation.