2012 wingstop update
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2012 Loyalty and Interactive
Results and MilestonesAugust, 28, 2012
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2nd Half 2012 Accolades
2012 Q2 – Ranked #1 in Restaurants Social Media index for Top Facebook Growth Brands for all restaurants
• Facebook “Tap Into Wings” contest was a huge success: Forecast: increase fans by 2X (44K)Actual: increased fans by 3X (90K) for a total of 140,955
• 30,413 People talking about us on Facebook during peak of contest2012 Q1 – Ranked #3 in Restaurants Social Media index for Top Twitter Growth Brands for all restaurants
• Twitter “Wing Madness” contest10,592 new followers
• Increased online chatter 300%2012 Q1 – First ever paid search campaign
• 1,842 new orders; driving $49,286 incremental revenue• ROI: 6:1
Ranked #26 in Fast Casual Top 100 Movers and Shakers2011 Q4 – Ranked #10 in Restaurants Social Media index for Top Facebook Growth Brands
• Dr Pepper Facebook campaign - 10% increase in followers, 5% lift for in-store traffic2011 Q4 - Launched first ever social media campaign with Dallas Cowboys
• Dallas Cowboy’s most successful campaign co-branded campaign to date • 7MM impressions, 41K new customers added to email database
Wingstop mobile app launched• Now accounts for an average of 1% of incremental net sales• Average ticket is 28% higher than System Sales without App and Online
2011 Q3 – Ranked #15 in Restaurants Social Media index for top restaurant in the digital space
2
Interactive Initiatives / SSS Comps
3
15,250Wingstop
Conversations
18,578Wingstop
Conversations
19,205Wingstop
Conversations
17,402Wingstop
Conversations
17,480Wingstop
Conversations
19,716Wingstop
Conversations
20,779Wingstop
Conversations
18,777Wingstop
Conversations
20,906Wingstop
Conversations
Paid Search
Twitter “Wing
Madness”
Facebook “Tap Into Wings”& Mobile “Skip the Line”
Dallas Cowboy “Training Camp”
Online ChatterNBA Playoffs
Launched Pinterest
SSS Comps / Online Chatter
4
Online Chatter 51% – week 1 / week 32National Interactive Media Flight: 10/17-12/15
Online Chatter = # of conversations about Wingstop
Online Chatt
er
Paid Search
Twitter “Wing
Madness”
Facebook “Tap Into Wings”
& Mobile “Skip the Line”
Launched Pinterest
Dallas Cowboy “Training
Camp”Facebook “Dr Pepper”
Foursquare Test
National Interactive
Media Starts
National Interactive Media Ends
SSS Comps / Social Media Growth
5
Social Media Growth 613% – week 1 / week 3237.7K – week 1 / 172.5K – Week 32
Social Media Followers = Facebook + Twitter + Pinterest
Social Media Follow
ers
SSS Comps / Online Community
6
Online Community 37% – week 1 / week 32483K – week 1 / 663K – Week 32
Online Community = Facebook + Twitter + Pinterest + Email
Online Com
munity
Online Chatter / Social Media Growth
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Online Chatt
er
Social Media Growth 613% – week 1 / week 32Online Chatter 51% – week 1 / week 32
Social Media Followers = Facebook + Twitter + Pinterest
Social Media Results YTD
8
Online Community:Facebook Fans: 151,655
Twitter Followers: 19,721Monthly Wingstop Conversations: 96,000
Twitter:Followers spiked due to launch of Wing Madness Campaign mid period 2.• Delivered 1.6MM impressions• 10.5K new followers – 65% increase• Ranked #3 Top Twitter
Growth Brand for all U.S. restaurants
Facebook Tap Into Wings contest was a huge success (launched Pd5)• Forecast: increase fans by 2X (44K)• Actual: increased fans by 3X (90K• Ranked #1 Top Facebook
Growth Brand for all restaurants
Value of a Social Media Customer
Avg. Orders Per Month Avg. Ticket Order
$2.70
$21.18
$2.40
$22.03
$1.00
$14.48
Twitter Follower Facebook FanAvg. Wingstop Customer
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Twitter Followers: Order almost 3X more and spend 46% more; than avg. Wingstop customerTotal Follower Value$14,450,105 Avg. Value per Follower $733 *(per annum)
Facebook Fans: Order over 2X more and spend 52% more; than avg. Wingstop customerTotal Fan Value $85,667,275 Avg. Value per Fan $565*(per annum)
Dallas Cowboy Social Media Campaign
10
Campaign Objective:Drive brand awareness and build the email database utilizing partnership with Dallas Cowboys through social media
Campaign Flight:June 20 – July 22
Results:Total sign ups: 51,001Opt in sign ups: 41,037Conversion Rate: 80%Social Media Posts: 242Total Impressions: 7MM*
Key Takeaway:41k new members in our email database that we can engage with, and over 7MM consumers were exposed to our brand
*waiting on final numbers
2H 2012 Interactive Campaigns
11
1. Dallas Cowboy Social Media – “Training Camp”2. Video Crowdsourcing Contest – “No Bones About It”3. Paid Search4. Pandora Custom Wingstop Station5. Dr Pepper Mobile Campaign - “Turn by Turn”
Crowdsourcing Video Contest
Campaign Objectives Increase awareness and
purchase intent of Boneless Wings.
Activate Wingstop brand evangelists and create user generated content.
Continue to build Facebook community
Campaign Summary:
Ask our fans to create a 30-second video homage to Wingstop’s Boneless Wings – with “no bones about it”. Tell us why, and be honest.
ROI
Paid Media: 9.3MM Impressions Mix of video & overlay
creative Estimated SOV: 16% of
Blip.tv (A18-49 Target)Earned Media: 400K – 4MM Impressions
50-100 submissions, 25K – 50K views
25,000 – 100,000 votes
350,000 – 3,500,000 shares, mentions, & Social Media impressions
10,000+ New people talking about Wingstop on Facebook daily
Total Est. Impressions: 10-13MM
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2H 2012 Loyalty Roadmap
13
Q4
New Gift Card Program
New Brand Site Launches
Pilot Wingstop Sports Loyalty
Program
Corporate Pinterest Page
Launched
Company LinkedIn Page
Launched
Re-launch of Mobile &
Tablet Apps
Q3
New Franchise Site Launches
New Online Ordering Launches
2013 Loyalty Roadmap
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National Loyalty
Program Launches
Launch Mobile
Payment
Digital Brand Ambassador
Program
Q2 Q4Q1 Q3
New Email Program Launches
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Interactive Media Plan
•Google Local Search•Bing/Yahoo Local Search•Local Mobile Search•Display Banner•Promo Landing Page•Restaurant Review Site Ad
•Foursquare•Local Facebook / Twitter•Digital Menu Boards
Awareness
•Google Local Search•Bing/Yahoo Local Search•Local Mobile Search•Display Banner•Promo Landing Page•Restaurant Review Site Ads
•Facebook Ad
Acquisition
•Foursquare loyalty special•Facebook Places loyalty deal
•Bounce back offer•Gift card promo•Retargeting targeting banners
Repeat Visit
Customer Integration w/ Loyalty Touchpoints•Order online•Download the app•Geo fencing push message
• In store visit•Follow Twitter•Fan Facebook•Follow Pinterest• Join Email Program
Lifecycle
Interactive Plan Timeline
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