BuzzRocket's Blog


Umami Burger: Social Media Marketing Done Well


I’m writing this in a post Hatch Burger euphoric state of mind, so forgive any rambling thoughts or typos: I’m in heaven.

My trip to famed Umami Burger would not have even been a thought in my head, had it not been for their social media efforts, specifically on Twitter. It all started when I posted a pin from my Pinterest file “Say What?” about a Knork – Spork’s knife/fork cousin. Umami picked up on my tweet and responded (assuming they were monitoring the keyword “Knork”), proudly announcing they now had this freak of utensil at their restaurants.

Their tweet triggered something in me. For those of you who are fortunate to have enjoyed one of LA’s top burger spots: You know what I’m talking about. I got to thinking about Umami, more specifically, my favorite menu item: the Hatch Burger, which is topped with roasted green chilies and house-made American cheese on the best brioche bun around … I digress.

A couple of tweets later, they had me converted into a paying customer, as I was calling to place a takeout order. My world soon came to a screeching halt, when, after several rings, I got the machine. Umami happened to tweet me as this was happening, I responded that I was disappointed they were closed on a Monday. They immediately switched from Marketer to Customer Service rep, tweeting me their La Brea location’s hours, verifying that I used the correct number (I had). I called back – something I wouldn’t have done, had they not been in communication with me via Twitter at that very moment. This time: success. Ten minutes later I was at Umami, checking in on Foursquare; my food, fresh and hot from the kitchen, waiting for me at the counter. Another 10 minutes later, I was home, posting a pic of my burger to Instagram. Another 20 minutes later, I’m writing this blog post.

Granted not everyone Umami tweets will be like me: an existing, enthusiastic (and hungry) fan, who is extremely tech savvy, influential online and boasts almost 13,000 Twitter followers. But they managed to catch me during a perfect storm, and from their social media marketing and customer service efforts, converted me into a paying guest. In turn, I shared my experience across several social networks including Facebook, Twitter, Foursquare and WordPress – embodying what interactive marketing is all about: reputation management, engagement, advertising and the coveted word-of-mouth marketing.

Umami didn’t get me just from this one interaction. They do an excellent job of having a presence across many platforms including Facebook, Twitter, Foursquare, Yelp, Tumblr, Flickr, and beyond – posting updates and quickly responding to customers online. Their consistently engaging posts have planted many seeds over the past few weeks – today’s tweet session was the tipping point. And I’ll be back; not only because I love their food, but  they keep reminding me via Facebook and Twitter just how good it really is.

By Gretchen Schneider, Principal, Interactive Marketing. Gretchen lives and breathes all things social media. Based in Los Angeles, she oversees the interactive division for treadsocial, working with brands and personalities to strategically market themselves in an integrated, engaging manner online.

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