Analysis of Build Pizzeria´s page on Facebook
Social media has the last years become a
popular platform for businesses to promote their services and products. They
create their own page, where they can publish information and communicate with
their costumers. In other words, it’s perfect for marketing, but it has to be
done in the right way; it’s not about the medium, it’s about the message. I
will now look into the Facebook page of a restaurant in Berkeley called Build,
and evaluate if it is doing an effective job of social media marketing.
Premiums
On their Facebook page they don’t really give away free things,
unless it’s in association of a contest. An example is an Instagram contest
they had, where customers were supposed to post pictures of their own pizzas
and tag them as #MyBUILDPizza. The winner of the competition got a free pizza
next time he/she went there.
Participation (creating events, venues, games, surveys to involve users)
Quite often they post
happenings that will take place at Build a few days before it’s happening. An
example is “Come
watch the Golden Bears play the Beavers tomorrow at BUILD on our Big Screen at
7:30pm.” This doesn’t involve users to participate online on their page, but it
might attract more customers to their restaurant.
User-Generated Content
They do showcase
user-submitted materials sometimes, like with the Instagram contest mentioned
earlier, where they published a picture of the winner’s pizza. They also post
pictures of customers on the page from time to time, often associated with
special deals. An example is a picture they posted of kids eating pizza at
Build, with the following text: “Mondays have never looked so fun! Join us at BUILD, where
kids 10 and under receive FREE Pizzette for dinner every Monday in October!
Limit 2 pizzette per family.”
Customer Service "Portal"
They do provide a dialogue with their users, where customers have
the opportunity to give comments. A lot of people comment on their experience
after going to Build, and pretty much all of them are positive.
Content Flow
Their page gets updated almost everyday, with special deals,
events coming up, pictures of customers, in addition to information about their
restaurant in general.
Based on the features mentioned above, I think that Build is doing
a good job marketing themselves on social media. They publish new things
everyday, offers special deals and have contests, which attract a lot of users.
Anine Jorstad Paulsen
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