ASSIGNMENT 1 [50 Marks] ROI From Social Media Events When thinking about a burger joint in Milwaukee, WI, it is likely h

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ASSIGNMENT 1 [50 Marks]
ROI From Social Media Events When thinking about a burger joint in Milwaukee, WI, it is likely hard to imagine a social media marketing pioneer. But that is exactly what you’ll find at AJ Bombers. Joe Sorge, the owner of AJ Bombers and other restaurants in the Milwaukee are, describes himself as an early adopter and saw social media as a way to promote his new burger joint and help it stand out from other restaurants in the Milwaukee area. Sorge indicated that social media marketing starts with a great product. He believes that he makes the best burger in town, and that gives him the confidence to evangelize and promote AJ Bombers. A veteran of the hospitality industry.
Sorge eliminated all traditional advertising for that he had done for his previous restaurants when he read the book Permission Marketing by Seth Godin. Before using social media, he relied only on email as a method of marketing his restaurants. AJ Bombers, his newest restaurant, opened as Sorge began to learn and understand social media marketing.
For the folks at AJ Bombers, their first experiment with social media marketing started with Twitter. Sorge learned about Twitter near the opening of AJ Bombers and began using it by conducting searches using Twitter Search to see what people were saying about his restaurant. After a few days of reading comments about his restaurant on Twitter, Sorge decided he wanted to respond to customers; therefore, he signed up AJ Bombers for a Twitter account.
Sorge said that through engaging with customers on Twitter, he learned how to use the tool while beginning to build solid relationships. As he started to see positive reactions from customers talking with him on Twitter, he began to allocate more of his time to this activity. For Sorge, the power of social media became evident to him when he realized that, unlike email, which is often communication between two or a small group of people, Twitter updates can be seen by hundreds and even thousands of people. Today, Twitter is so important to AJ Bombers, that customers write their Twitter user names on the walls of the restaurant.
A burger joint with two oversized deck chairs seems like a solid place to have events, but how do you do it, and how do you make sure the time invested is rewarded with revenue? Sorge has used social media platforms like Twitter, Facebook and, most recently, Foursquare to drive record sales for AJ Bombers. On Foursquare Day, Sorge set out to top his previous efforts, this time using Foursquare and a boat. He held an event at his restaurant that allowed customers to earn Foursquare's "I'm On A Boat!" Badge, which requires users to check-in to a location that has been tagged "boat." Sorge partnered with a local outdoor retailer to have boats available at AJ Bombers so customers could earn the badge. Once he decided what badge he was going to help his customers earn, it took a couple of days of work to organize the most successful single-day Foursquare-based restaurant event. During the event, more than 231 people had checked-in to AJ Bombers' "I'm On A Boat!" Badge party. The event resulted in the single best day of sales ever for the restaurant, and Sorge said he even had to turn away customers because he didn't have the room to accommodate everyone.
Questions [50 MARKS]
1. It is obvious that the venture in the case study considered growth as an objective. Discuss the three critical components when considering growth. [15]
2. Can and should the venture in the case study pursue external growth before growing first internally? Discuss what you think how the business in the business grew. [15]
3. From the case study it can be observed that the venture had some success. Identify and discuss the factors that influence internet user’s adoption. [20]