Giuliano Deli-Cafe Putney (also known as Putney’s Little Gem) on Lacey Road is a family-run fresh, authentic Italian deli run by Isabella and her husband Pepe and has served the people of Putney quality Italian dishes for over 20 years.
Using our 10 steps to social media success framework, we show you how they are still feeding Putney locals with hearty Italian food.
Step 1: What was the business goal?
Giuliano’s Deli Cafe already had a loyal customer base but it needed to engage and serve more customers during lockdown.
Step 2: Telling Giuliano’s story
In true Italian fashion, Isabella is like the ‘landlady’ of Cafe Guiliano, welcoming every person with a smile (even behind a mask), helping them choose the best option for a lunch on the go or a sit-down meal.
She recognizes most of the customers coming in, most of whom have been frequenting the deli for years and swear by her stunning Italian fare.
During each lockdown, Isabella has taken the opportunity to learn more about how to make sure she communicates any developments with her customers. She has since started the deli Instagram account and helps other businesses in the area with their Instagram accounts - check out their stories, especially if you are hungry!
Step 3: What do Giuliano’s want its audience to do
Giuliano Deli Cafe started out on Instagram just over a year ago. But in the last six months the cafe has invested in its content and is focused on ensuring that Putney’s residents know that it is still in the kitchen, cooking up a spaghetti storm. The cafe is ready to welcome Putney’s pasta lovers with a takeaway offering to fill hungry bellies, and Italian groceries up for grabs for those looking to play chef at home.
Step 4: How does the cafe engage with customers?
Giuliano Deli Cafe is active in the Maybe* platform and has loaded up their social media plate, with a generous helping of local conversations to engage with. These conversations include other independent businesses, the Putney BID - Positively Putney, as well as the local hashtag that local businesses and residents rally behind, #shareourputney.
This gives Giuliano’s a feast of conversations they can engage with to increase their visibility and deepen their relationships with the Putney community.
The Maybe* Engage view showing the conversations Giuliano Deli Cafe can listen to and engage with
Step 5: Who does Giuliano’s want to engage?
The Cafe wants to engage Putney residents, and those from the wider borough of Wandsworth. To ensure they do this the cafe ensures there is a variety of hashtags added to its content to make their social media content discoverable. In addition the content they create highlights the cafe’s personal story, but also whets the appetite with expert insight into Italian cooking and heritage.
The approach works as not only does the cafe see customers engaging and commenting on their content, but it also sees other local businesses helping them fly the Italian flag for Putney.
The Maybe* who’s got influencer graph showing the social media users creating the most content about the cafe
Step 6: Where do Giuliano Deli Cafe need to engage and how did they do it successfully?
As a foodie business, Instagram is where the business is most at home, though it is also active on Facebook.
By tracking engagement, the Cafe can see what works best to delight its audiences social media palate, and do more of it.
The cafe is a busy family run affair and all hands are always on deck where they are needed, in the kitchen. The business is not as active as some, but what is impressive is that the content for the cafe continues to engage audiences long after it has been posted. You don’t need to be the loudest most frequent voice in the conversation, you just need to be the most impactful!
The Maybe* see what works graph for Giuliano Deli Cafe showing the content and engagement with it
Step 7: Who or what else are your customers distracted by and interested in?
As Giuliano Deli Cafe is offering a takeaway service, and a groceries offering, they can still trade. The cafe knows that its audience are looking for a change of scenery while locked down. Stopping by the cafe gives locals the opportunity to get out of the house, as well as treat themselves to something delicious on their daily walk.
Over New Years the business took the opportunity to educate locals about the history behind Italian food and wish them a Happy New Year in a novel but relevant way.
Step 8: Mastering advertising
Maybe* is on hand to help you advertise easily and cost-efficiently.
See how to connect and manage advertising
If you’re using advertising on Facebook and Instagram, your audience insights will really help inform who you should target. You can create three different types of audience within the Facebook Ads manager.
Saved - this is easy. This is basically a cold audience, one that has perhaps never come across you before. This audience type allows you to add behavioural and interest targeting; gender and demographic information. So if you want to advertise to people in Putney you can do that.
Custom- A custom audience allows you to take your Facebook page and Instagram page and build an audience based on who and how it's been engaged with. Giuliano’s could use this to retarget any customers who have engaged with them online, with ads for their takeaway offering.
Lookalike - this is the clever stuff. Made easy. So let’s say you have created a custom audience from your engagement data. A lookalike is where you take a custom audience (and you can only do it on custom audiences) and say find me the top 1% of people in Knowle who match my existing custom audience. Facebook will then find all the people in your custom audience, and then look for more people it thinks might be similar based solely on their Facebook activity.
Step 9: What are Giuliano Deli Cafe’s measures of success?
Giuliano’s can use the Maybe* Insight summary to see how they are stacking up against other local businesses. They can see at a glance that their best post was on Instagram, and that they are seeing an average of 17 engagements per post, and an average of 6 engagements per day. Having visibility on this insight helps the business know where they are currently ranking, and where they need to pack a little more punch.
The Maybe* Insight Summary for Giuliano Deli Cafe
Step 10: Measuring delivery on the original objective?
Giuliano’s can use the Your Report tool within Maybe* to keep track of their social media performance. The report allows them to see engagement, sentiment, conversation topics, conversation influencers, and their best posts by social media platform so they can understand what's working and what's not.
Check out the Maybe* Your report feature which enables you to track your social media performance metrics and your business goals as well as find who’s got the most influence in the conversation about you.
The Maybe* Your Report tool showing the social media sentiment, influencers, conversation topics and best posts for Giuliano Deli Cafe
Giuliano Deli Cafe are a fabulous example of a business who embraced social media over lockdown, and are constantly learning and improving no matter how many times lockdown throws the kitchen sink at them. They have a lot to say, a lot to serve, and all the essential ingredients to engage customers.