As a member of the Social Media Club of Kansas City, I was privileged recently to attend a very exciting meeting at which Jenna Bromberg (Head of Digital Engagement at Pizza Hut) was the presenter. Drawing from her rich experience, Bromberg did an excellent job sharing an amazing array of insights, tips, and observations that would be helpful to anyone involved in social media strategy and marketing. Here are a couple ideas that stood out to me:
Test Small, Then Risk Big. Bromberg frequently referenced examples in which she and her team decided to make three small bets on something, and then if the results looked promising, they would take one huge risk. Social media’s 24/7 nature with instant feedback creates tremendous opportunities to test anything. As Bromberg emphasized, Twitter is your best focus group. If your three bets flop, you have not lost much. However, if they fly, then you have the confirmation that the strategy should work. Now you can justify the risk and charge ahead to do something terrific for your company and your customers.
Know Your Customer Demographics. Bromberg pointed out that in the typical household, teenage girls have tremendous influence on family purchase decisions, and yes, that especially includes pizza. Therefore, Bromberg and her team focus significant resources on engaging with that segment. This includes various online campaigns, contests, participation events, and related YouTube videos. Those engagements all work to keep teenage girls and their families interested in what Pizza Hut is doing. (Of course, it is important to reinforce that teenage girls are just one segment among many.)
Pizza Hut’s social media strategy is quite interesting and Bromberg had much more to offer. Therefore, I will be sharing additional insights in future blog posts.