Brand Voice & Analytics

Liz Bazner has a tough job; she is the Associate Manager, Digital Communications at A&W Restaurants. A&W has more than 1000 locations and the brand predates the personal computer by 56 years. Part of her role has to modernize the brand digitally and lead successful social media campaigns on a number of social media platforms. Liz is best friends with a root bear, used to be Al Gore’s communication director and one time James Franco gave her a high-five. Listen in and learn how to organize and run successful social media campaigns for restaurants.

ABOUT THE SHOW

Like Bite & Share is a podcast about marketing in the food business, brought to you by Schweid & Sons. Each episode includes an insightful interview with food marketing professionals.

SHOW NOTES

Key Takeaways:

  • Don’t put a half effort into a social presence for the sake of it. Make sure you have the resources, structure, and organization to create and manage a robust social media channel.
  • It’s important to maintain a consistent brand voice across social media channels. However, you should cater to your audiences specific to each social channel based on who they are. A female, middle aged audience on Facebook will respond to different things than a male-centric Twitter audience.
  • Don’t be afraid to try new things to get a better response from your customers. Having a bear mascot be the voice of Twitter helped A&W to get a more positive response there.
  • Try to listen and respond to as much social media feedback as possible. If people have a strong enough connection to your brand to give feedback, take the opportunity to make their experience better.
  • Pay attention to your analytics. It will tell you what content gets the best engagement. Focus on and push that content more often.
  • Your fans are already creating content that you can use to promote your brand. Utilize them and reward them and they will reward you in kind.
  • Find what’s unique to your brand and what you have to offer. Use it as a filter to run your ideas through.

Links mentioned in this episode:

Learn more about A&W Restaurants:

Learn more about Liz Bazner: