Applebee's Franchisees Use Facebook To Up Customer Service
Most brands are still adjusting to Facebook's recent change regarding brand pages and the ability to map and link to local places pages.
A step ahead of the game, Applebee's has been working with social media management system provider Expion for some time to create Facebook brand pages for many of the food chain's largest franchisees.
According to Scott Gulbransen, director of social media and digital content at Applebee's Services, locations are improving customer service response times, as well as enjoying increased brand control and market awareness.
"We're engaging guests where they live and work, generating increased brand awareness in their neighborhoods," said Gulbransen. "We're also better able to collaborate on new initiatives, promotions and menu items."
To that end, Expion added specific features to its platform for Applebee's, including a spell-check function -- saving managers from potential embarrassment -- as well as a "content library," including a catalog of approved posts, topics and ideas for posts.
"The thought of hundreds of locations all managing their own Facebook accounts is one that certainly kept me up at night," said Diann Banaszek, marketing partner, Apple American Group. Now, he added, "we retain control over messaging and content, while reaping the benefits of engaging customers at the local, community level."
In addition to helping Applebee's manage hundreds of local pages, Expion is helping the company with corporate pages and its 243-company-owned restaurant pages.
Franchisees include Apple American Group -- Applebee's largest franchise with 270 restaurants -- Apple Gold Group and The Rose Group.
Expion is currently managing over 2,500 Facebook pages, both at the brand and local level, for a variety of clients in the restaurant and retail industries.
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
Be the first to comment on "Applebee's Franchisees Use Facebook To Up Customer Service"
Leave a Comment