ESN & SLATES Model
Philly Pretzel Factory uses Microsoft for their Enterprise 2.0 software. This allows them to integrate the company’s intranet, extranet, and business processes by using a combination of social software and collaborative technologies. The key characteristics of Enterprise 2.0 can be summarized in the following acronym: SLATES. This stands for Search, Links, Author, Tagged, Extensions, and Signals.
For “S'', many customer questions can be answered just by going onto the Philly Pretzel Factory website.
While on the website, customers can find “L” links to their social media pages, their online menu, and to be able to find a store and place an order.
Google and Yelp reviews satisfy Author/Authorship.
Tags can be found on the website as well. The Philly Pretzel Factory Instagram is tagged on the homepage, as well as information about the franchise.
For “E”, it depends on the customer’s click-through rate. If a customer visits the Philly Pretzel Factory homepage multiple times a week, and is in the Somers Point area, they will see more advertisements for the Philly Pretzel Factory in Somers Point. This is related to “geofencing”, which is a location based marketing tactic.
Corporate uses the software program “Soci” in order to strengthen their digital presence, and reach customers on multiple platforms. This fulfills the final “S” in the acronym.