#MyDash with Five Guys ~ Geo-Targeting Fast Food Markets around the Globe

By Sam Milbrath | 2 years ago | 1 Comment

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At the advent of 2013, we launched a creative blog series called #MyDash. Here, we highlight a HootSuite user, and get a glimpse at the way they’ve set up their dashboards to suit their unique social media needs. Our first #MyDash post featured how the Vancouver Police Department used social media to battle the Stanley Cup riots. Follow the hashtag #MyDash and @HootWatch in Twitter to follow all the buzz. Stay tuned as we begin to roll-out more unique ways to arrange your dash.

People Talk… Are You listening?

Whether you’re in the business of art, fashion, banking or burgers, people are talking about your brand. Since the advent of social media, customer service has shifted some of its focus into a widely public (often viral) sphere. But are brands effectively monitoring what is being said about them?

Kenneth Westling, Online Marketing Specialist at Five Guys
Kenneth Westling, Online Marketing Specialist at Five Guys

Five Guys’ international burger joint has joined the conversation and is mixing things up in social. Conversations about burgers and juicy bacon? Believe it or not, but Five Guys have a cult-like fan base around the world. This socially-savvy burger joint uses HootSuite to monitor their brand, bacon and mega-fan sentiment, while tapping into markets across North America. Watch out London burger markets, soon to be in the UK, Five Guys zooms-in on geo-located tweets to get London buzzing.

In our #MyDash interview with Five Guys’ Online Marketing Specialist, Kenneth Westling, discover how their HootSuite dashboard is arranged (with the initial help of HootSuite’s Social Media Coach team) to monitor brand buzz words and connect with their loyal followers across North America and abroad.

Five Guys’ Dash ~ An Interview

Five Guys are good at social but best at making burgers n' fries. Flickr image by chief_huddleston
Five Guys are great with social but best at making burgers n’ fries. Flickr image by chief_huddleston

HootSuite: How have you set up HootSuite for Five Guy’s unique social media management?

Kenneth Westling: We really like using Hootsuite to monitor specific operational items or specific topics, beyond just the standard “who said Five Guys and what did they say.”

For example, we will be opening our first Five Guys in London this year, so we use Hootsuite to monitor people talking about us within a certain mile radius of London. We are then able to reach out to them to let them know that we are coming. We utilize this geocoding function to target our UK customer-base as well as NYC’s chatter about ‘delivery,’ since it is unique to our Manhattan location.

Notice that Five Guys monitors many keyword searches including a geo-located “Five Guys” search for London radius. They’re tapping into the conversation before they even get there. Click to zoom-in
Notice that Five Guys monitors many keyword searches including a geo-located “Five Guys” search for London radius. They’re tapping into the conversation before they even get there. Click to zoom-in.

Another example is our monitoring of tweets around our new “little fry.” Five Guys doesn’t update the menu or operational aspects often, so the addition of this smaller size is a big deal. Through Hootsuite, we are able to easily see what people are saying about it. By the way, customers seem to be loving it!

Finally, we monitor mentions of one of our toppings… We can’t tell you why, but we like to let customers in on a secret about that particular topping. I don’t want to ruin the surprise, but I can tell you it involves bacon and customers are really happy when we tell them!

Notice Five Guys are monitoring sentiment of their new product “Little Fries” as well as keyword “Manhattan” and “delivery” as they are specific to one location. They’re also monitoring “Five Guys” in NYC, taking advantage of HootSuite’s geo-location feature yet again. Click to zoom-in.
Notice Five Guys are monitoring sentiment of their new product “Little Fries” as well as keyword “Manhattan” and “delivery” as they are specific to one location. They’re also monitoring “Five Guys” in NYC, taking advantage of HootSuite’s geo-location feature yet again. Click to zoom-in.

HS: Five Guys’ dashboard is full of #hashtags and @handles search streams. Why is monitoring these streams important for your brand?

KW: We find it extremely important to monitor a handful of different items within our dashboard. At the end of the day the customer is who we value most. They are a part of who we have become and it’s absolutely necessary to provide them with the type of customer service they have come to expect.

By monitoring a variety of different hashtags it gives us the opportunity to react quickly to negative experiences, but also the opportunity to reach out to those individuals who are either trying us out for the first time, or simply just telling us they enjoy our food. These are things we love to hear and love having the opportunity to engage with these customers on a more personal level.

HS: How many people are on your social team?

KW: We have one person who handles all social media as well as our website. We find that the advantage is a consistent voice across all channels. The difficulty is the workload, but it seems to be working for now.

HS: Do you have any interesting stories about engaging with Five Guys fans?

KW: What we think is most interesting is that we are creating genuine engagement and building real relationships on mediums that could be easily only be used for off-hand or impersonal interaction. We try to do this by responding to as many people as possible. We also take time to personally message people to ask their permission before we retweet or share their compliments across multiple channels. People seem to appreciate it and it makes them feel like we actually heard them.

One of our favorite stories has to be the time we received a video from one of our weekly Friday Fanatics (fan photos and shout-outs). This individual went one step further and created an acceptance speech thanking us for choosing him.

Thank you for participating in #MyDash Five Guys!

Our Social Media Coach program is a free program with the goal of helping educate people on how to best utilize HootSuite to accomplish their social media goals. Do you need a hand to get fast-tracked onto HootSuite Pro? Contact @HootSuite_Pro in Twitter!

To participate in #MyDash, just snap a screenshot of your dashboard, tag it “#MyDash,” and send a reply to @HootWatch. Be careful not to include any private info, such as Direct Messages. We will periodically select HootSuite users to be featured here on the HootSource Blog.

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1 comments
westlingk
westlingk

Thanks again for including me in your #MyDash series!  It was a pleasure getting the chance to speak with you about some of our social initiatives.