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Social Media in Campus Dining

Social Media in Campus Dining. Rob Nolen – Manager of Culinary & Hospitality Services. Snapshot of Kennesaw State Univ. Current Enrollment: 24,175 Undergrad: 22,333 Grad: 1,842 On-Campus Residents: 3,066 Demographics Female vs. Male: 60/40 Average Age: 24

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Social Media in Campus Dining

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  1. Social Media in Campus Dining Rob Nolen – Manager of Culinary & Hospitality Services

  2. Snapshot of Kennesaw State Univ. • Current Enrollment: 24,175 • Undergrad: 22,333 • Grad: 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

  3. Social Media: A Few Statistics

  4. Why Social Media is Important • Consumers have low levels of trust in advertising… • Only 14% of consumers trust advertisements1 • … 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 • 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

  5. Why Social Media is Important • 16,197 Tweets per second for New Year’s 20125 • More than doubled the record of 6,939 set in 2011 • Everyone is tapping into it! • 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

  6. Facebook An established service, but a newer venture for Culinary & Hospitality Services

  7. 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

  8. 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

  9. Example of Total Reach 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

  10. Know Your Resources • What led to the huge bumps in Reach? • Promotion by our followers (RT’s, shares, etc.) • If your university has a social media director or coordinator, partner with them!

  11. Twitter Short and tweet

  12. @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

  13. 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

  14. 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

  15. 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

  16. Example: Crowdbooster Data pulled from www.crowdbooster.com for @ksuculinary

  17. foursquare The Commons was a success! Let’s drive some traffic to retail…

  18. 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

  19. Trial Loyalty Special at Delancey Deli • Simple: Free dessert on the third check-in

  20. 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

  21. Based on check-ins to The Commons from February 6 – May 6, 2012

  22. SinglePlatform Let your guests browse menus on the go

  23. 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

  24. 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.

  25. Klout Where does your influence lie?

  26. 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

  27. 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

  28. HootSuite Integrating your efforts across the organization

  29. Integrating Your Efforts • www.hootsuite.com • Incorporates a number of social media outlets into one centralized dashboard • Twitter • Facebook • LinkedIn • foursquare • MySpace • WordPress (blogs)

  30. Dashboard View

  31. 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

  32. 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 your departmental website into Twitter analytics

  33. Google Analytics in HootSuite

  34. What’s Extra • Upgrades to HootSuite Pro include: • Additional team members (for larger organizations) • Vanity URLs • Additional, customized reporting • Priority support

  35. Google Indoor Maps Slowly making its way onto the scene

  36. 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

  37. Questions / Discussion Rob Nolen – Manager of Culinary & Hospitality Services

  38. Sources • Weber, L. “Marketing to the Social Web,” Wiley Publishing, 2007 • The Nielsen Company. July 7, 2009. Global Advertising: Consumers Trust Real FriendsandVirtual StrangerstheMost. http://blog.nielsen.com/nielsenwire/consumer/global-advertising-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-top-ranking-in-us/ • YouTube Press Room; http://www.youtube.com/t/press_timeline • Dugan, L. (January 3, 2012). Twitter Users Welcome 2012 with 16,000 Tweetsper Second. http://www.mediabistro.com/alltwitter/twitter-users-welcome-2012-with-16000-tweets-per-second_b17264 • Admin. (January 6, 2012). Why Join Instagram? http://yoursocialmove.com/why-join-instagram • Dugan, L. (January 24, 2012). McDonald’s Twitter Ad Campaign Was a #McFail. http://www.mediabistro.com/alltwitter/mcdonalds-twitter-ad-campaign-was-a-mcfail_b17961

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