Organization Name: Swiss Chalet
Industry: Restaurant and take out
I have always loved Swiss Chalet, and like most Canadians I have heard it lovingly referred as ‘The Swiss’ by my grandparents and parents. The lovely chicken, the good prices… what’s not to love?
When you think about the way the older generation was made aware and became fans of the family friendly, popular chain restaurant, it was by word of mouth… and well… by eating there. It’s still similar today, but a lot more complicated.
In this age of social media, we are much more connected on a daily basis and we are able to share more information than ever before. As companies start to figure out how to take advantage of social media to increase their awareness of their brand, they are also actively engaging their customers in the process.
Swiss Chalet is a great example of using social media for customer engagement. And there is lots of information out there to show just how effective using social media can be to help boost engagement and brand awareness – check out this infographic that illustrates how to reach different types of social media fans.
With almost 180,000 likes and lots of posts, Swiss Chalet is posting delicious items to encourage restaurant visits, as well as coupons and discounts to get people eating the lovely chicken.
Also Swiss Chalet customer service people are responding to complaints and engaging customers – making sure that their overall impression of Swiss Chalet is positive even if they had a bad experience one time.
Not as active as their facebook page, although still impressive with over 3000 followers, Swiss Chalet has been able to retweet customers’ positive experiences since about March of this year. Basically their last 20 tweets were retweets… from any and all people who are praising their delicious food, revamped menu or describing a fantastic meal they had a restaurant with their family or friends. As a marketer, I can only imagine the bliss of having twitter content created, and I simply have to promote the great experience of a paying customer!
This show of love may have also been fueled by the Swiss Chalet Fresh Tour campaign, produced in 2013, which they heavily tweeted. I imagine they gained a fair amount of followers by posting instances of stops on their tour, where people were taking in free samples of lovely chicken or delicious fries.
Not only has Swiss Chalet built up a good amount of activity creating more brand awareness, but they also have instantly provided a credible source of references that any customer, anywhere, can access. The retweets show other customers or fans what they are missing in the way of delicious chicken, or fries… or chicken… yum.
Many of the success stories we hear about with respect to social media are about viral global views or trending tweets, but this example of Swiss Chalet shows that even with a smaller audience they can make a significant impact on their brand awareness and ultimately their business. And a lesson for all of us marketers out there trying to build a social media presence for the companies we work for – you have to start somewhere.
And it makes sense to invest in efforts towards a social media strategy, as it can ultimately make a positive impact on business. Some interesting statistics – 71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response.
Read more on the statistics about social media in business at Marketing, customer service get engaged on social media.
Joanne Kiskis, SMBP Student, University of Waterloo
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