If you want to know what companies have learned to best leverage the power of social media, start by visiting your local food truck. These long forgotten bastions of an earlier day, who once made their business by moving from place to place in hopes of securing a revenue generating location, learned quickly that by using social media they could bring the crowds.
Mashable To The Rescue
Our friends over at Mashable have broken down a list of five food truck companies who used social media to their full advantage and developed strong strategies to generate revenue, increase guest counts and build excitement for their brands.
And if THEY can do it, so can you!
There is no one-size-fits-all secret to using social media. Just a desire to improve your bottom line and a willingness to embrace something new.
Fueled by demand for inexpensive, quick and delicious meals, gourmet food trucks have swept cities across the world, offering up specialties, such as grilled cheese sandwiches, tacos, pickles, cupcakes and meatballs.
The past few years have seen an onslaught of social media-savvy food trucks, empowering on-the-go customers to follow their favorite truck’s whereabouts on Twitter or learn about nearby deals on Foursquare, among other advancements.
Food trucks are becoming increasingly smart with their social media marketing, running campaigns to support particular efforts, deals or events. Here are five examples of innovative social media campaigns created by food trucks of all types.
1. DoubleTree CAREavan: Celebrating a Milestone
DoubleTree by Hilton gives out approximately 60,000 chocolate chip cookies each day when guests check in, amounting to more than 21 million cookies annually. In celebration of the 25th anniversary of its signature chocolate chip cookie, DoubleTree by Hilton suited up a food truck for, in their own words, a “10-week, 10,000-mile, 50-city journey to deliver hundreds of thousands of smiles to weary workers, tired travelers and local charities across the country through the pleasant surprise of a sweet chocolate chip cookie treat.”
The campaign is driven by social media, including the following components:
* Facebook: The DoubleTree Facebook page features an app with a real-time map of where the cookie CAREavan is, relevant tweets, a sweepstakes entry form for free stays at the hotel, YouTube videos and related promotions. The page has experienced an 89% increase in Facebook Likes since DoubleTree launched the campaign on May 26.
* Foursquare: The CAREavan’s location is updated on Foursquare, where the truck is running a special to promote its free cookies, as well as its Topguest partnership.
* Topguest: Topguest members receive 50 Hilton HHonors Bonus Points and 25 Virgin Elevate points with each Foursquare checkin.
* Twitter: DoubleTree is running a contest on Twitter to give followers the chance to win a “sweet break,” in which the truck team chooses tweeters using the hashtag #SweetBreak and hand-delivers 250 chocolate chip cookies to each of the winners’ offices. Twitter followers can also stay informed about the CAREavan’s whereabouts and activities.
* YouTube: DoubleTree is capturing “Cookie Confessionals” of fans talking about why they love chocolate chip cookies and posting them to its YouTube channel.
While DoubleTree isn’t a food-centric brand at its core, it is known for its warm chocolate chip cookies, and this campaign definitely plays on that nostalgia, bringing a bit of sweetness to each city it visits.
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