MyPizza.com

MyPizza:

I first got introduced to your brand today when looking for work, and stumbled upon your blogger/social media/advertising opportunity. While I am still somewhat unaccustomed with your business, I have spent time today doing research and believe I would be a great fit with this opportunity. I have a keen eye for design, customer experience, and analytics that should certainly fit in line with the job description. In this memo, I will include thoughts, concerns, strategic input, and other points that I hope can convince you to look at me further.

Let me preface by saying I do not have data or research about your business (I LOVE data/stats/etc. and I'm sure your business generates some great data points). I do not know specifics of problems that you are trying to overcome so if I attained more information on this matter then I can be more specific in my thoughts, but I will still make suggestions. For example, I'm not sure if mobile is becoming your focus (I know your iOS app just launched and your Android is coming soon) so if it is a primary focus (which I assume it is) then my strategy for social media would be different then if your focus was in say your website.

As I said, I am new to your brand, but I have been examining your overall service, which includes your website, your new iOS app, and your social media accounts (Facebook and Twitter) and believe there is a lot of potential. I know this position is for social media purposes, but your social media value is only as good as the consumer experience you produce. Social media can be a powerful tool, and I feel like a business such as yours can thrive in such an environment, but only if the right tools are implemented. Every second that a consumer spends with your brand must be positive because in this day and age, one (tiny) miscue can be the difference.

I downloaded your iOS app today. Right off the bat, I noticed some glaring mistakes that should be addressed*:

-When entering information on the first page (address, unit, zip), an option for "use current location" should be somewhere. Entering this info is a pain and any way to speed this process should be used.
-There should be a "remember me" checkbox so I don't have to type in my address each time.
-When switching between Delivery, Pick-up, and Show All tabs, there is no change. Why is this? Seems unnecessary.
-Ugly picture/aesthetics of the main page (no offense).
-Adding an extra option to include Twitter handle for following/promotion purposes

*Keep in mind I have not ordered a pizza so I can't go through the whole experience so my critique may be unwarranted.

Anyways, I didn't really mean to get into an in-depth assessment of your product because that can be discussed at a later time.

I think your product is very exciting because there are many possibilities to connect with the customer. As you said in the job description, pizza is a fun topic and I see tons of potential. I am glad you are on board with contests and promotions as I feel that not enough brands utilize this asset within social media.

Polls:
It's too bad Twitter/Facebook don't have polling options because it would make this so much easier. Still, polls should be implemented for data and interaction purposes.

Twitter:
I am a big believer of quality over quantity on Twitter. Too many brands clutter their feeds with what I believe to be unnecessary things. As of right now, you guys have 651 tweets in 4.5 years so I believe you may feel the same way. Ultimately, I think Twitter should be the main focus because it can be the centerpiece of all your marketing efforts.

People don't like unnecessary noise on their Twitter feeds (at least, I don't). When brands have "conversations" on Twitter, it is irrelevant to most peoples feeds it shows up on. Basically, it encourage people to unfollow you as it is annoying and irrelevant to their needs. I think you should stick to have conversations on your Facebook page where it is much less cluttered.

I said earlier that you should include Twitter handles in your app. This setting I believe would encourage sharing if you executed correctly on your apps. People love taking pictures of food so I'm sure theres some kind of situation where you encourage customers to share pictures of food they eat and where they ate from. This could add value to the customer who is not exactly sure what to get/where to get it from. Pictures can be a powerful resource, especially for pizza.

Facebook:
Conversation content. Interact with customers, announce contests and promotions, encourage sharing

Feedback:
Feedback should be implemented somehow. Make a Twitter hashtag where people can complain or put it in the app or something; wherever it is, it is important to see where the product is going wrong.

Contests/Promotions:
Initial ideas include:
-most orders/most money spent in a year
-best uploaded picture (voted on by other customers or social media)

The holidays are coming up which I'm sure is an important time for you guys. Promotion over this time should be essential.

Apps:
-Within each possible restaurant to order from, include user uploaded pictures of their food.
-User-rated recommendations. Think Yelp.

The focus of your apps should be personalization. If you "know" your customer (or as I say, give the illusion that you know them), they will definitely be encouraged to use your product in the future.

Real-Time Marketing Opportunities:
I can't really think of any specific real time marketing opportunities right now, but they are there. RTM is becoming more and more relevant and your product definitely has potential to use this tactic.

Data Points/Analytics:
There are potentially countless data points you can gather from your app. I can go in-depth on this later if needed, but data should be a focal point in strategy.

Instagram:
Almost forgot this. Maybe run promotions/contests through here as I said earlier people love posting pictures of their food. Has potential to be a focus point in marketing related activities.


Honestly, I could go on and on with this. But as I said earlier, I lack information and metrics which would be useful in my strategy. These are only some of the things I came up with on my first day of analyzing your brand. Your product has great potential in this Digital Age and I believe I can help it surge ahead of competitors and ultimately make your digital footprint larger.

Tyler Yearian
@KizmitSolutions