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.
One particular idea that always enhances a social media strategy is cocreation. Bromberg shared various ways in which Pizza Hut partnered with customers to create YouTube videos and other social media events. For example, last year Pizza Hut drew from the inspiration of the movie, Teenage Mutant Turtles, and built a genuine pizza launcher machine. The machine made its debut at the 2014 San Diego Comic-Con. Because they eventually realized that flinging real pizzas through the air would have some very messy side effects, they went with nonedible pizza lookalikes instead. Nevertheless, the customer fun, attraction, and excitement were all flung even higher than the pizzas! You can check out various videos of the event on YouTube. Pizza Launcher Video
As another example, Pizza Hut has collaborated with various customers to create new flavors and recipes. Bromberg indicated that they were very pleased with the results. Recognizing the value of diversity, the company plans to continue its cocreation strategy with diverse demographic and ethnic groups.
I think the bottom line here is that Pizza Hut is committed to pushing ahead on the jagged edge wherever it might carry them. Will every plot and ploy work? Of course not. However, the important matter is that as a company, Pizza Hut has no intentions of sitting still. Bromberg made that abundantly clear in her presentation. The company intends to do everything possible to expand its audience, influence, and affinity with current and future customers. That kind of commitment alone is incredibly valuable.
So should every company have a social media presence? I will let you decide. The one conclusion that I will always affirm is this: You don’t need a social media presence . . . as long as you want to reduce your revenue and all other company performance metrics.