Facebook Users are PIGS!

So what makes a Facebook Page better (or at least, more interesting) than other tools to aid in the Consumer Relationship Cycle?  It is one of very few tools where a brand can interact with consumers along almost all fronts of the Cycle.  The one thing that Facebook doesn't do is provide e-commerce functionality, allowing you to actually buy stuff on the site, but it comes pretty freaking close.  On top of that, almost everything is free.

http://verydemotivational.memebase.com 

I like bullets to list things:

• Avenues of Market Awareness
• Ads / Sponsored Stories (the only thing that really costs money)
• People's interaction with the Brand's page typically gets reflected on their wall and other's News Feeds:  Likes, Shares, Recommendations
• Methods to sway the flocks towards your brand
• Media (Photos, Videos, Links to external sites like reviews and news articles)
• People's interaction with the Brand's page typically gets reflected on their wall and other's News Feeds:  Likes, Shares, Recommendations
• Continuous Interaction
• Feedback
• News in a relatively non-intrusive way (Facebook News Feed vs. E-mail Newsletter)
• People's interaction with the Brand's page typically gets reflected on their wall and other's News Feeds:  Likes, Shares, Recommendations

Promoting interaction with a brand's page is obviously the most important aspect of managing a Facebook Page.  However, you can't promote interaction if people aren't "liking" the page.  Getting people to visit, like, accept your news feed, and interact is an entire Consumer Relationship Cycle in and of itself.  You're practically selling a Blog (really?) to promote the Brand.  

So let's think about just who we are targeting in order to raise awareness of the Gumbo Shop Facebook Page.  Warning: The following may seem extremely obvious, but as I've found, you sometimes have to go over these as people tend to not explicitly think about them... because... well, they're obvious.

Neo Geo's Obviously Awesome
http://keithapicary.bandcamp.com/

People Who Already Know of the Gumbo Shop and Like the Place

It will be pretty easy to get these people to visit the page and yet they are by far the most important.  This is because they are most likely to enthusiastically (and sometimes, emphatically) promote your brand as they interact with the page.  The Gumbo Shop has a pretty large work-lunch following.  If you're starting out extremely early, these people would pretty much be made up of your friends.  The usual points of entry to the page would be through Facebook Check-Ins or the fact that you just told them to visit the page in person (or with a sign on your cash register).

People Who Only know of the Gumbo Shop, but Haven't Ever Visited...

...or maybe at some point a long time ago.  At least they're aware of this place.  This is where the page content can tip them over into actually visiting the Gumbo Shop.  

Have no clue that the Gumbo Shop existed...

Honestly, I consider this group of people to practically be in the same bucket as those who haven't ever visited or haven't been in a long time.  This is because the starting point of interaction is the same for both groups: ads or news feeds from other friends on Facebook.  Of course, people could stumble upon your page from a link on your Website and from there a slew of other sources.... buuuuut we'll get to that some other time.

Next time, we'll talk more of these "points of entry."  There are many, much like in Deus Ex... which I've seriously been neglecting, lately...

Wait, so What Do You Do, Again?

I guess before I get into the actual crap that I'm doing, I should talk about the actual and ideas behind them.  My main goal is to increase foot traffic to the Gumbo Shop to help them sell more food and make money.  One additional side effect is to get more consistent foot traffic throughout the year, which can lead to significant cost savings and headaches.

I can try to accomplish that in a couple ways:  I get more people to recognize the fact that there is such a Cajun place called the Gumbo Shop at Manchester and McKnight in Rock Hill, MO.  I convince them that the Gumbo Shop, is indeed, the place to be and a place for good eats.  Lastly, I remind them that the Gumbo Shop really is some place they should visit at least once a week.

Honestly, the ideal customer is me, who isn't too far from that depicted in this particular Oatmeal Comic.

Replace the Pizza with Fried Oysters

To take another look at this whole thing, I'm turning to consultant-esque diagrams that you'd see at business school classes or meetings where people are trying to sell you on the idea that giving them $500 an hour is actually a good idea.  This thing can be called a variety of things ranging from "purchase cycle," "Customer Engagement Cycle," to "Consumer Relationship Cycle."

In my search for just the right diagram, I realized two things.  Firstly, there are all sorts of different points of view and little details that yield a shit ton of very different looking diagrams, but are very similar in nature.  It all depends on what direction you want to tackle the problem from.  Secondly, not one of them had a picture of a dog.

Notice the lazy eye...

For the sake of the fact that I'm too lazy to do a detailed flow chart, just believe in the following.

• A customer starts out not even knowing that the Gumbo Shop exists and therefore, out of the cycle.
• The first state of interaction is "Awareness," having the Gumbo Shop be somewhere near the front of their minds.
• At any point in this cycle (I guess somewhere on the arrows), a customer can drop out and the interaction has to start all over again ("oh yeah... I forgot about that place...").  

So let's go through these boxes:  

• Awareness:  Obviously people won't go to the Gumbo Shop if they don't even know it exists.
• Consideration / Comparison:  If people in general are anything like me, choosing what to have for lunch is an epic struggle for an hour starting at 10am on a daily basis.  Something's got to point out just how the Gumbo Shop should be at the top of the list on a consistent basis.
• Purchase and Evaluation:  Eating at the Gumbo Shop.  This is grouped together as this is an event that's going on practically simultaneously.  This is largely out of my hands... or is it?

FEAST

• Continued Engagement:  Usually, you only have the previous experience at the restaurant to ensure whether another visit is going to happen anytime soon.  This is where Continued Engagement comes in and where it can get sort of confusing.  I attempt to remind people that it's been absolutely way too long since they've been to the Gumbo Shop amongst many other things.

All Over Again?  

So just how can I keep this endless cycle of violence going?  My use of Facebook is the core part of Continued Engagement and Facebook Ads is by far the most invested method of increasing awareness.  The next posts that I'll put up will likely bounce around from topic to topic in this cycle, especially as new observations crop up.  I'll be tagging those with the appropriate term.

I totally expect Nestle Purina to steal my doggy diagram...

Why Facebook?

Eat at Joe's!

... and by Joe's I mean the Gumbo Shop...

So one of my life-long dreams is to own and run a restaurant.  One of my favorite things is to share the joy of good eats with someone, be it from something that I cooked myself or from a simple introduction to a new restaurant.  Each year I've been doing parties that have essentially been operational logistic exercises with crawfish boils and meats on sticks.

Unfortunately, I'm missing a certain something...

"... a set of these."

I am a risk avoiding coward.  There was absolutely no way that I'm going to drop my job to pursue any sort of risky venture.  So instead of actively pursuing my lifelong dream, I decided to try to learn as much as possible about the business on the off-chance that I am absurdly wealthy and the risk is diminished as much as possible or until I grow a pair.

Enter the Gumbo Shop.

I figured I'd spend some of my spare time offering the minimal skills that I do have to one of my favorite restaurants in St. Louis to accomplish a couple things:

• See how my skills apply to the restaurant business
• Learn whatever I can from the good people at the Gumbo Shop
• Have an excuse to visit one of my favorite restaurants more often

So earlier in the year I helped them set up a simple website and Facebook page.  Along the way I've cooked crawfish for them on Saturdays while it was in season and did some catering orders, both pickup and on-site.  Most recently, I've been bumbling my way through Facebook Ads.

I figured I'd take the chance to write some of my observations and experiences down from Customer Relationship Management through Facebook to this day when I dumped a total of 60lbs of crawfish for 80 unusually well dressed people.  As I think on this now it will likely be chock full of unfounded assumptions and too much thought going into something that's pretty obvious.  Either way, I get to share my experiences, those who care get to have my experiences shared with them, and the Gumbo Shop now has yet another avenue of an online presence.

Next: What AM I Doing?