How a business integrated Twitter with brick-and-mortar

How a business integrated Twitter with brick-and-mortar

January 29th, 2009 / Posted by Nathan T. Wright

Last fall we worked with Panchero’s Mexican Grill on their overall social media marketing strategy, including making a business case for using Twitter to engage and connect with customers online.

Joel “Oscar” Johnson (Social Media Manager at Panchero’s) is the guy at the helm of the company’s digital efforts. One of his first Twitter outreach conversations was with Ted Murphy, a prolific Twitter-er and blogger who also happened to be a frequent Panchero’s patron.

Ted was so enthused when Joel reached out to him that he wrote a blog post about how Panchero’s had embraced Twitter and challenged the company to go further — specifically at the store level. In this week’s Area 52 video installment (above), I talk about how Panchero’s took Ted Murphy’s idea and turned it into reality.

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Filed under: Social Media, Social Networks, Twitter, Video
Tagged as: Area 52, Panchero's Mexican Grill, Ted Murphy

View Comments to “How a business integrated Twitter with brick-and-mortar”

Ted Murphy January 29th, 2009 at 5:59 pm

Thanks for the shoutout! You guys deserve a lot of credit for getting the ball rolling. If they weren’t on Twitter none of this would have happened.
John Raser January 29th, 2009 at 7:05 pm

It says a great deal about Pancheros, and other company’s for that matter, that they are embracing and utilizing new and vast social media outlets. I applaud guys like Ted Murphy and Nathan Wright for being at the forefront of this new age of “commerce through converse” as I like to think of it. This is truly going to revolutionize many industries!
Peter Tubbs February 2nd, 2009 at 1:26 pm

While only 5-10% of Pancheros customers may use Twitter, if they are part of the valuable 20% in the old “80/20″ formula, I would expect a high payback from a small investment of time and money.

Now if only I could Twitter my order ahead of time, so it would be hot and ready when I walk in….

Thanks for the series.

Peter
Aaron Weiche February 3rd, 2009 at 3:43 pm

Nathan- I’m really enjoying the Area 52 videos. Kudos. I think it’s great Pancheros has chosen to put energy into the niche instead of just the mass. When you look at their competitors that are larger, then it’s even better to be the little guy doing the right little things to gain market share.

I enjoyed Ted’s post and ideas and I think all the things Joel has put into play on Twitter, the blog, video and tying it all together is rock solid.

I for one have worked to set meetings/grab lunch at Pancheros only for the fact of their Twitter existence and participation. They do need to get WiFi though.
Mike Ferrari February 5th, 2009 at 9:57 pm

Nathan,

Job well done and I love the Pancheros story here. Very exciting stuff. Keep these videos coming!
kiran February 12th, 2009 at 6:01 am

Good stuff…Thank u.