Tuesday, November 26, 2013

Case Study: Slice Birmingham lets the professionals handle it

Krista Conlin
During our visit to Slice Birmingham in Alabama this month, we met Krista Conlin of KC Projects, a full service Public Relations &  Branding agency and the person in charge of social media for the pizzeria. Conlin handles social media for numerous clients ranging from wealth management, medical and food and beverage  businesses. Slice Birmingham is her only pizzeria that she works with for social media.

Q: We have found only about 50% of pizzerias have a presence on social media. What advice do you have for pizzerias in terms of social media?

A: It is my recommendation to not only have a presence on the various social media platforms but to take an active and strategic presence. Take advantage of these outlets to tell your story, speak your voice and engage your customers. If you do not have the time, interest or know with all to manage your social media presence then work with a professional who can take a strategic approach to maximizing the opportunity that the social media platforms provide. At the same time, be sure to work with an individual or company that knows and genuinely cares about you and your restaurant. You want these platforms to be an extension of the brand, service and image you want to be known for.

Q: With Slice on Facebook and Twitter, what type of posts and frequency have you found to be the most effective?

A: For Slice, we have found it best to post daily and most often a couple times per day. Depending on what is happening at the restaurant or in the community determines the time and content of the post. We take a strategic approach to all of the posts as we don't want the content to become stale to our followers and customers. It is important to keep the content fresh, relatable and engaging. We want all the Slice customers to know the Slice's social media pages are simply an extension of who we are and what they can expect when they walk in the door: great service, undeniably delicious pizzas and a true representation of our community.

For more photos of Slice Birmingham, visit our Facebook album.
Q: What is the key to success with social media for any pizzeria?

A: Strategy, Persistence, Engagement, Communication and of course lots of Images.
Q: Social media analytics tend to focus on how many likes you have with engagement and other keywords coming in second. What do you think is most important for pizzerias to look at when considering their analytics?

A: When it comes to analytics for a pizzeria, I would say the statistic to be most concerned with is the demographics. Who is your customer? What is their age? Where are they from? This will help you craft your messaging and postings effectively. Outside of the demographics I would look at your response rate in regards to time of postings. With your product being food (pizza specifically) your goal should be to make your pizza and your restaurant at the top of your customer's list when they are trying to decide where to go eat.

Q: Not every pizza shop can afford a PR firm, so for those who are busy and can't hire this job out, what advice do you give them for social media if they just can't post daily?
The Bajaliah brothers, owners of Slice Birmingham. Photo by Kara Hoffman

A: This is completely understandable but it is important to envision a Facebook page as an active website. A pizza shop needs to get all of its standard info up because social media is the first place customers search when looking for something to eat. Make sure to have great images. You can sell your pizza and your business with great images, plus these images can really make customers want your food. Posting daily is tough but there are other options. You can look into scheduling your posts for the week. This will free up your time to do what you do best - make pizzas!

You can follow Krista Conlin on Twitter and Facebook and Slice Birmingham on Twitter and Facebook.