Hi, I’m Gavin

Social Media Manger@gavinbaker

gbake.com

10 12 09 // #smcgreenville

Social Media in the Enterprise

Gavin BakerRuby Tuesday, Inc.rubytuesday.com

INTERACTIVE

BACKGROUND

• Founded in 1972

• 901 Locations Worldwide

• 845 US locations (672 Company Owned)

• 140+ million guests each year

• Largest Stadium in North America - 107,282 seats

• Annual Ruby Tuesday guests would fill 1,301X

LOCATIONS

ORGANIZED

“Social media lands in the hands of communications in 50-60% of companies, 25% put it in marketing, and in the rest it's wherever

the original evangelist works."-Andy Sernovitz, GasPedal

VS.

NOT JUST SOCIAL

DISTANCE

Images by David Armano // darmano.typepad.com

paradox

Education

• social media cheat sheet

!"#$%&'()*$%'+,)%-'!,))-."#$%&'/)*$%'$.'0000001%2'3/45)&&%'-)5/'-,%-'*)6$2).'-,)'7%5$"3.'%#-$7$-$).'-,%-'$2-)85%-)'-)#,2"&"89:'

."#$%&'$2-)5%#-$"2:'%2*'-,)'#"2.-53#-$"2'"6';"5*.:'<$#-35).:'7$*)".'%2*'%3*$"=> ?

@'4&"8'$.'%'-9<)'"6';)4.$-):'#"/4$2$28'-)A-:'$/%8).:'%2*'&$2B.'-"'"-,)5'4&"8.:'C)4'<%8).:'%2*'"-,)5'/)*$%'

5)&%-)*'-"'$-.'-"<$#0'D,)'%4$&$-9'6"5'5)%*)5.'-"'&)%7)'#"//)2-.'$.'%2'$/<"5-%2-'<%5-'"6'4&"88$280

@'."#$%&'2)-;"5B$28:'3.)5'5)7$);:'%2*'&"#%&'.)%5#,';)4'.$-)'6"#3.)*'"2'43.$2)..'&$.-$28.'%2*'#"//32$-9'5)7$);.:

%'8"E-"'.$-)'6"5'/%29'3.)5.';,)2'*)#$*)$28'"2';,)5)'-"')%-:'*5$2B:'%2*'<&%90''

@'7$*)"'.,%5$28';)4.$-)';,)5)'3.)5.'3<&"%*'%2*'.,%5)'7$*)".0''F-'$.'-,)'*"/$2%2-'<5"7$*)5'"6'"2&$2)'7$*)"'$2'-,)'

G!:';$-,'%'/%5B)-'.,%5)'HIJ'%2*'/"5)'-,%2'.$A'4$&&$"2'7$*)".'7$);)*'$2'K%23%59'LMMN0'+%-%&9.-'6"5'-,)'-)5/'7$5%&0

@'<"<3&%5'#"//32$-9';)4.$-)'6"5'3.)5.'-"'.,%5)'<,"-"'%2*'7$*)":'-,)'.)57$#)'$.';$*)&9'3.)*'49'4&"88)5.'%.'%'

<,"-"'5)<".$-"590'@.'"6'K32)'LMMN'$-',".-.'"7)5'I0O'4$&&$"2'$/%8).0''

!"#$%&'2)-;"5B$28';)4.$-)0''G.)5.'P"$2'2)-;"5B.'"58%2$Q)*'49'#$-9:';"5B<&%#):'.#,""&:'%2*'5)8$"2'-"'#"22)#-'%2*'

$2-)5%#-:'7$%'<,"-":'#"//)2-.:'8%/).:')-#0'K32)'LMMN'LRM'/$&&$"2'%#-$7)'3.)5.0''G.)5.'165$)2*=')%#,'"-,)50

!"#$%&'2)-;"5B$28'%2*'/$#5"E4&"88$28'.)57$#)'-,%-')2%4&).'$-.'3.)5.'-"'.)2*'%2*'5)%*'/)..%8).'B2";2'%.'-;))-.0

+%-%&9.-'"6'5)%&E-$/)'$26"5/%-$"2'%2*'#"//32$-9'"58%2$Q%-$"2'-""&0''S)"<&)';,"'.)2*'-;))-.'%5)'-;$--)5)5.0

@2'"2&$2)'<&%-6"5/'6"5'<)"<&)'-"')%.$&9'#5)%-)'-,)$5'";2'."#$%&'2)-;"5B.:'2"5/%&&9'%5"32*'%'-"<$#'"5')7)2-0''T$28'

.$-).'%5)'.$/$&%5'-"'6%#)4""B'43-'%5)'6"5/)*'%5"32*'2$#,).'7)5.3.'#$-9:'.#,""&:')-#'2)-;"5B.0'

@'43.$2)..E"5$)2-)*'."#$%&'2)-;"5B$28'.$-):'/%$2&9'3.)*'6"5'<5"6)..$"2%&'2)-;"5B$280'S5"6$&).'$2#&3*)'#%5))5'

,$.-"59:'$2*3.-59'85"3<.:'%2*'#"22)#-$"2.0'+"22)#-$"2.'%5)'5)%&'43.$2)..'5)&%-$"2.,$<.0''

gavinbaker / gbake.com /

Social media enables word of mouthon steroids

MENTIONS EVERY MINUTE

• twitter search result page

• yelp mentions

849 MEMORIES

1,000’S OF OCCASIONS

METHOD

Awareness TrafficEngagement

THEY TALK ABOUT..

What they ate/drank

THEY TALK ABOUT..

What they ate/drank

If they are coming/going

THEY TALK ABOUT..

What they ate/drank

If they are coming/going

If they had great/poor service

THEY TALK ABOUT..

What they ate/drank

If they are coming/going

If they had great/poor service

If their server is/was attractive/ugly

THEY TALK ABOUT..

RESPONSE

“As companies accelerate their social support efforts, responding to customers in public reinforces the behavior of complaining to

everyone they know” - Jeremiah Owyang, Altimeter Group

REFERENCES

• http://en.wikipedia.org/wiki/List_of_stadiums_by_capacity

• http://www.flickr.com/photos/alish863psu/3074250291

• David Armano - http://www.flickr.com/photos/7855449@

• http://www.flickr.com/photos/54732467@N00/591447706/sizes/o/

• http://www.flickr.com/photos/d_vdm/1599857462/sizes/o/

Thanks, ask away!

Social Media Manger@gavinbaker

gbake.com

10 12 09 // #smcgreenville

Social Media in the Enterprise

Gavin BakerRuby Tuesday, Inc.gbaker@rubytuesday.com

facebook.com/rubytuesday