Small businesses all over the world are trying to figure out how to cash in on social media. Some are figuring it out, while others just don’t get it. Let’s look at two examples to how to do it right and how to do it really wrong.
The first is from New orleans’ Naked Pizza, a neighborhood pizza place that reported 20% of revenue coming directly from twitter with spikes as high as 69% on days where they hit twitter with a serious campaign. Here’s a sample from their tweet-stream…
Notice a few things:
- One, it’s a person, not a robot.
- Two, that person is ENGAGING in conversations nonstop.
- Three, they’re not just pimping pizza.
- Four, they have a personality.
- Five, every once in a while, they sneak in a playful promo that revolved around the community.
Fun stuff. Then, when you click on over to their website, one of the first things you notice is it’s built to proactively built community through social media, with Facebook and twitter buttons and the Share This app above the fold.
Next up, Rascal House Pizza. Dunno what their percentage of pizza sales from twitter is, but I’m guessing it’s not even enough to measure.
Here’s a sampling from their twitter stream…
This same stream is repeated with little variation all day, every day. It’s about as spammy as it gets. It’s using its twitter accounts not to build community, but to hock what appear to be completely unrelated affiliate products (FYI – the iPhone offer they promote all day doesn’t even connect to a live link). And, scrolling back 10 days, there was way not a single “@.” Translation – All spam, no engagement!
And, everyone knows spam doesn’t taste good on pizza.
Similarly, when you click on over to their website, it’s devoid of any type of social media driven community building efforts.
Funny thing is, Rascal House is actually a much larger franchise operation that can afford to invest way more in doing it right in 2.o. And, they make in fact make great pizza and have great service. But, if that’s true, then there’s a massive disconnect between the message they’re sending through social media and the product or service they’re giving customers, face to face.
Where does this leave us?
If you’re a local biz, before writing off social media as just another time-wasting fad, you might be better advised to embrace it and figure out how to turn engagement into income. And, when you do, take a bit of time to learn how to do it right. Because if you don’t…your competition will.
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