According to a recent Chain Leader article, the restaurant chain is successfully using social media to create opportunities they’ve never had before. In the article, Stephanie Busack — the digital marketing manager for Bob Evans — reveals what they’re able to do.
• Bob Evans is listening to conversations their customers are having about their food and service. This means that through social media, they’re promoting their brand while better understanding what their customers expect from them.
• Besides listening, they’re using social media to have two-way conversations with their customers.
• They’re also using social media to enable customers to interact with their brand. For example, they use seasonal microsites that include games and sweepstakes such as http://www.allstarvalues.com. (Take a look. I bet you’ll be surprised!) According to Stephanie Busack, “These games draw in a large audience, most coming back an average of seven to eight times during the promotion to play or register and interact with our brand.”
If your business isn’t doing anything with social media, the time to start is right now. With so many brands using it to develop dynamic relationships with customers, businesses that aren’t using social media are simply off their customers’ radar screens. The out-of-sight, out-of-mind saying is very pertinent in today’s environment. To be a relevant, viable brand, you must engage and listen to your customers every chance you get.