Cheers

www.cheersonline.com 41 JULY/AUGUST 2014 | robust social media presence is a must for any business today; it's particularly beneficial for bar and restaurant operators. Social networks from Facebook and Pinterest to Instagram and Tumblr provide a key opportunity to closely connect with your customers and generate additional business and guest loyalty. Here are a few tips for making the most of your social media efforts. HARNESS THE POWER OF UNIQUE PROMOTIONS People love free stuff and discounts of any kind. One of the top reasons people choose to follow a brand on social media is to keep up with the latest specials and promotions it offers. But you don't have to extend discounts for success via your social media channels. Ram Restaurant & Brewery, which includes sister brand C.B. & Potts, operates more than 30 restaurant and breweries across six states. One of the company's most popular social-media promotions has been the "Free Burgers for a Year" sweepstakes. is contest promoted the sweepstakes across all of the brands' web and social media platforms. e event was also held in conjunction with the Burgerama program, a month-long burger showcase featuring a variety of specialty burgers priced at $12.99 to $13.99. Featured burgers (which have included the Elvis Presley Burger, the Salmon Burger, and the Ritz Cracker Burger) have also been promoted in photos on social media, along with suggested beer pairings when appropriate. "ere's no discounting with this promotion, and it's been so successful that it's run for the past three years in a row," says John Morse, online media manager for Ram and C.B. & Potts. "e goal is to generate customer excitement around this event, build the brands on social media, and get people into our locations." e first time the "Free Burgers for a Year" sweepstakes ran, the brands' Facebook pages increased by 6,000 fans in just over a month. While the company has never duplicated that large of an increase again, the most recent promotional cycle generated 4,000 new Facebook fans in just two months' time. Brands can also create promotions designed specifically to drive people to their various social-media channels. Hard Rock International, a global brand with more than 177 locations worldwide, has a vast social-media presence that includes hundreds of separate pages and accounts on networks including Facebook, Twitter, Instagram, and Pinterest. e company ran "e Hunt for Hard Rock" in July 2012. e promotion featured a scavenger hunt for consumers, who had to visit the brand's various social media platforms (including Facebook, Pinterest, and Google Plus) to collect different clues. Once the user explored multiple channels and amassed 15 clues, he or she was eligible to enter to win a trip to London. "is was a great way for people to learn more about the Hard Rock brand and engage with us across all our different social- media channels," said Kim Matlock, senior director of digital marketing and CRM for Hard Rock. "We saw tremendous spikes in overall users on all our social channels as a result." But you have to use caution when rolling out any large-scale drink promotions due to various state-to-state regulations on beverage sale laws. One way to manage this is to set up separate location social media channels if you have branches in different states. is way, you can make sure each location adheres to the proper beverage alcohol protocols. The Ram Restaurant & Brewery runs social-media promotions such as free burgers for a year.

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