Entrance into the world of social media is quite the slippery slope for businesses as there are now so many platforms and means of open communication. Depending on how well they are able to monitor and keep up with this constant communication ultimately predicts if social media is a successful for your specific business. We have all heard of social media disaster stories for big companies and the damage control that had to be done. Instead, let’s take a look at a small Boston based company successfully embracing social media therefore positively increasing its brand reputation. Boloco is a small restaurant chain based in Boston with other locations in New England prided on their “Inspired Burritos.”
As a student at Emerson, there is a Boloco conveniently located right on the corner of campus, and I personally follow Boloco’s Twitter account as well as receive their emails. Boloco highlights special deals, free offers, as well as events through these outlets, which has increased my brand loyalty. John Pepper, Boloco’s CEO personally manages the company’s Twitter and is able to get more personal with Boloco customers and the greater Boston community. I have seen Pepper’s @ replies to many Emerson students and the network of relationships that have been built thanks to social media. Bolco has become a personalized brand that the customers know care because someone real is able to communicate with them through social media. Pepper recently was interviewed about Boloco’s social media interaction and what it has done to build the brand.
To put some numbers the influence of social media, Pepper commented on Boloco’s results after they first Tweeted a coupon along with a newspaper coupon.
“Usually we get about 350 coupons on that kind of promotion. This time we got 900, including the mobile phones. About 25 percent of our transactions that day came from the coupon, which never happens.”
Through the use of social media, more people were able to see and have have access to the deals and acted upon when the deal came to them.
Along with Boloco’s twitter account, their facebook fanpage is updated and moderated daily by Pepper with open communication and updates. Boloco may be a small company right now, but they have a huge online presence and have been able to increase customer base as well as create personal relationships. Bigger companies should look to Boloco as a model of how to positively communicate with you customers through social media and create a personalized conversation.
Pingback: Personal Portfolio « Social Media Gab