GameWorks Social Media
Learning to leverage social for a multi-location business with multiple sub-brands is an exceedingly fun challenge.
Our social channels were lit AF 🔥.
How to use a bull horn
**All photos and video done by West Productions
Social Media at GameWorks needed a ton of guidance. For starters, we needed to create a cohesive brand message that promoted products lines with multiple sub-brands equally, and deliver our content consistently. All of this had to happen on top of building a strategy for empowering local in-venue staff to capture organic content, and train them to use tools to post their content regularly. Key Pieces I did:
Content creation & editorial theme calendar
Social media data reporting
Social Ads
Staff training and ongoing incentive programs (SPIF)
The Best Laid Plans
I worked with a talented content company called West Productions to create visual content that matched the energy of the GameWorks game floor. Then, after a month of research I determined that SalesForce Social Studio was the best software for us to manage a multi-venue social media strategy. Using Social Studio, I was able to plan content out months in advance for the HQ accounts, and guide local leadership in curating their own content that was reflective of where they were located. Social studio also allowed me to create a bank on brand content that local leadership could pull from to keep their feeds fresh. Using the tool to empower our local venues not only turned into a nice engine for creating content, it increased our reach and engagement globally.
Not Everyone is An Expert
I could not assume that anyone was a social media expert, that they understand brand, or that they would be able to learn a new software on their own. As a starting point, I created a Social Media Manual for GameWorks. It was dense, but it included everything any employee would need to learn about basic social media, the GameWorks brand standards, and Social Studio.
Download the Manual HERE
BINGO!!
Once I trained local leadership on social media best practices and set expectations for curating their own content to promote their venues, it was incumbent on me to empower and encourage them to actually post content. I created “Social Media Bingo”, a monthly competition between venues. When we started, venues were required to post and the teams that completed their BINGO cards were entered for a prize. Then we switched things up to ensure local leadership was continuing to learn about the social media environment while still actively engaging in the process. We measured their success through things like:
# of new followers
# of likes during a period of time
# of shares or comments
Revenue earned on weekly promotions