Social Media in Campus Dining
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Social Media in Campus Dining Rob Nolen – Manager of Culinary & Hospitality Services Snapshot of Kennesaw State Univ. Current Enrollment: 24,175 Undergrad: Grad: 22,333 1,842 On-Campus Residents: 3,066 Demographics Female vs. Male: 60/40 Average Age: 24 International Population: 7% (131 countries) Campus dining operations One AYCTE location: Seven retail venues KSU Catering Social Media: A Few Statistics Why Social Media is Important Consumers have low levels of trust in advertising… … but high levels of trust in the opinions of their peers 70% of consumers trust the opinions others post online1 90% of consumers trust the recommendations of those they know2 Milestone: Facebook surpassed Google and became the most visited site in the U.S. for the week ending March 13, 20103 Only 14% of consumers trust advertisements1 During that time, Facebook and Google made up 14% of all U.S. site visits YouTube Sixty hours of video uploaded every 60 seconds!4 Up from 10 hours per minute in January 2008 Why Social Media is Important 16,197 Tweets per second for New Year’s 20125 Everyone is tapping into it! More than doubled the record of 6,939 set in 2011 President Obama joined Instagram in January 20126 The challenge: There are always brand champions, but there are also detractors McDonald’s series of Promoted Tweets in January 20127 #MeetTheFarmers went very well #McDStories did not, and the promotion was pulled after only two hours of brutally negative tweets about the restaurant Facebook An established service, but a newer venture for Culinary & Hospitality Services Facebook for Culinary Services Historical opposition to the use of Fafebook by departments on campus “Student space; not for departmental use; their world, not ours” If we were to create a page, the direction had been given for wall censorship to remove negative stories and comments. Culinary Services page created in early February 2010, but has only recently been used more frequently Utilized primarily to advertise events and promotions and to feature photographs and video from departmental events It’s Not Always About the Likes Our page’s “Likes” have fluctuated during its two-year life Currently: 135 Majority have taken place in FY12 Although our “Likes” continue to increase, they’re not of sole importance… don’t forget about Total Reach! The total number of unique users who have viewed any content associated with your page in a given time period Includes shares, advertisements that point to you, or sponsored stories Example of Total Reach 2500 2000 1500 1000 Although the number of users actually creating a story from an event or post might be low, your overall reach and impact could still be very high 500 People Talking About This 0 Weekly Total Reach Know Your Resources 2500 What led to the huge bumps in Reach? 2000 Promotion by our followers (RT’s, shares, etc.) 1500 1000 500 0 If your university has a social media director or coordinator, partner with them! Twitter Short and tweet @ksuculinary Currently: 579 followers Steadily increasing, with an 18% increase since January 2012 Still room for growth; Followers represent about 4% of our meal plan holders How We’re Growing Regular interaction with followers Cannot slack off As challenging as it may be, our students are connected 24/7, and we should be as well Rewards for Twitter followers “Mention this Tweet” Eat Tweets Eat Tweets Limited time, limited quantity “secret” menu items Giant burritos, gourmet burgers, full racks of ribs, specialty pizzas, etc. Gain approximately 20-30 followers per event and reward existing followers Measuring Impressions A number of services exist to review your impact on Twitter HootSuite Crowdbooster Provides a great data showing the impact of individual tweets throughout time Example: Crowdbooster Data pulled from www.crowdbooster.com for @ksuculinary foursquare The Commons was a success! Let’s drive some traffic to retail… foursquare All retail locations set up as foursquare venues on campus “Claimed” and now managed by Culinary Services as of Fall 2011 Check-ins to date: 7,525 The Commons: 5,779 Retail: 1,746 Trial Loyalty Special at Delancey Deli Simple: Free dessert on the third check-in Usefulness of foursquare Provides vital statistics about your guests Age and gender breakdown Time visited Unique vs. returning visitors Social reach Percentage of visitors who sent their check-ins to either Twitter or Facebook Based on check-ins to The Commons from February 6 – May 6, 2012 SinglePlatform Let your guests browse menus on the go SinglePlatform Centralized service at www.singleplatform.com Seamlessly integrates your retail menus within various social media platforms foursquare yp.com urbanspoon yelp Facebook $395 per year Allows users to view items on your menu from any device. Pricing and item descriptions are included. Instead of changing menus on a variety of social media sites, SinglePlatform allows you to make centralized edits, which are then pushed out to all the services. Guests can also “favorite” items, so others can see popular choices. Klout Where does your influence lie? Klout www.klout.com Measures your social media influence across a number of services on a score of 0 – 100 Twitter foursquare Facebook Instagram Flikr Influences on Klout Compiles topics on which you may influence others Provides a social snapshot of your organization Helps target your messaging As of this morning, Culinary Services has a Klout score of 32.48 and is influential about 16 topics. To name a few: Fried Chicken Vegetarianism Recipes Oreos HootSuite Integrating your efforts across the organization Integrating Your Efforts www.hootsuite.com Incorporates a number of social media outlets into one centralized dashboard Twitter Facebook LinkedIn foursquare MySpace WordPress (blogs) Dashboard View Scheduling Messages Messages can be created by any of your team members and scheduled to be sent out automatically by HootSuite Tweets, posts, or blog entries can be edited by other team members prior to being sent out What’s Included For $5.99 per month, you receive: Unlimited social network profiles One weekly stats report Two included team members HootSuite desktop application Facebook Insight Analytics Access to Google Analytics Incorporates analytics your departmental website into Twitter Google Analytics in HootSuite What’s Extra Upgrades to HootSuite Pro include: Additional team members (for larger organizations) Vanity URLs Additional, customized reporting Priority support Google Indoor Maps Slowly making its way onto the scene Google Indoor Maps Currently available only for Android Upload your building’s floor plans to Google Maps Guests can navigate through your virtual building before even setting foot inside Great for student unions and dining halls Could potentially be utilized for parking structures as the product moves out of beta testing Questions / Discussion Rob Nolen – Manager of Culinary & Hospitality Services Sources 1. 2. 3. 4. 5. 6. 7. Weber, L. “Marketing to the Social Web,” Wiley Publishing, 2007 The Nielsen Company. July 7, 2009. Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most. http://blog.nielsen.com/nielsenwire/consumer/globaladvertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Dougherty, H. (March 15, 2010). Facebook Reaches Top Ranking in US. http://www.experian.com/blogs/hitwise/2010/03/15/facebook-reaches-topranking-in-us/ YouTube Press Room; http://www.youtube.com/t/press_timeline Dugan, L. (January 3, 2012). Twitter Users Welcome 2012 with 16,000 Tweets per Second. http://www.mediabistro.com/alltwitter/twitter-users-welcome-2012-with16000-tweets-per-second_b17264 Admin. (January 6, 2012). Why Join Instagram? http://yoursocialmove.com/why-joininstagram Dugan, L. (January 24, 2012). McDonald’s Twitter Ad Campaign Was a #McFail. http://www.mediabistro.com/alltwitter/mcdonalds-twitter-ad-campaign-was-amcfail_b17961
