Social media marketing strategy for Restaurants in Middle East

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Social Media Marketing Strategy

Some thoughts on the external environment

Marketers found a whopping 42% to 57% lead generation due to their efforts in content

and social media in 2013.

A great social media marketing plan should be

backed up by a strong content strategy

Insights

It is important to understand the value of a visitor. Each visitor becomes one of three things; a

browser, an influencer or a transacting customer.

It is important to understand the value of a visitor. Each visitor becomes one of three things; a

browser, an influencer or a transacting customer.

51 % of social media savvy individuals say restaurants are

an essential part of their lifestyle.

Source : National Restaurant Association 2011 Restaurant Industry Forecast

On average fans spend an additional $71 on products for

which they are fans compared to those who are not fans.

On average fans spend an additional $71 on products for

which they are fans compared to those who are not fans.

Fans are 41 % more likely to recommend a fanned product to

their friends.

Facebook fans make 36 % more visits each month to restaurants

they are fans of.

Rice University's Jones Graduate School of Business

Our Vision

• Brand Awareness

• Driving sales

• Forming a community of people who share your value

• Listening to the feedback about the brand Carinos, Coffee Beans &

• Brand Awareness

• Driving sales

• Forming a community of people who share your value

• Brand Awareness

• Driving sales

• Forming a community of people who share brand’s value

• Brand Awareness

• Driving sales

• Forming a community of people who share brand’s value

• Listening to the feedback about the brands

The Framework

Social Media Objectives

Social Media Audit

Voice & tone confirmation

Identifying target

Competition analysis

Focused Channels

Channel Tactics

Content Strategy

Budgeting & Resourcing

Action Plan

Review, corrections & adjusting

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Objectives Increasing fan base Social Engagements

Focus on facebook, twitter & I nstagram

Increasing fan base

Social Engagements

Social Media Objectives Increasing fan base Social Engagements

Focus on facebook, twitter & I nstagram

Increasing fan base

Social Engagements

Focus Channels

Facebook

Twitter

Instagram

Focus Channels

Facebook

Twitter

Instagram

Focus Channels

Facebook

Twitter

Instagram

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit Exercise

• Locate and document all existing social media profiles, official and unofficial

• Check for completion of all details on these profiles and for consistency in imagery and

message

• Measure key metrics like followers and engagement

• Possibility of starting account for Four square, Pinterest, Tumblr.

• Maximize your page cover limit

• Evaluating the tab thumbnail

• Maximize use of Tab apps

• Optimize the about section for search

• Customize Facebook URL

• Reviewing the category for business

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Confirm the voice & Tone

• If your brand was a person, what kind of personality would it have?

• If your brand was a person, what’s their relationship to the consumer? (a coach, friend, teacher, dad, etc)

• Describe in adjectives what your company’s personality is not.

• Are there any companies that have a similar personality to yours? Why are they similar?

• How do you want your customers to think about your company?

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Identifying the target

Background Basic details of the personal roles

Key information about persons company Relevant background info like education or

hobbies Demographics Gender Age Range

Income which include spouse income Identifiers

Buzz words Mannerisms

Research Competition

• Compiling list of competitors & international players

• Pay attention to the type of content they’re posting and its context

• Calculating the engagement rate of the competition

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Channels Chosen & Tactics

Facebook

Twitter

Instagram

Additional Channels to target

Reddit, Foursquare, Wordpress, Slideshare, Pinterest, google+, youtube, Ello, & Tumblr

Channel Tactics

Terms definition • Impressions are the number of times a post from your Page is displayed, whether the

post is clicked or not. People may see multiple impressions of the same post.

• Reach is the number of unique people who received impressions of a Page post

• Engagement rate is the percentage of people who saw a post that liked, shared, clicked or commented on it.

• Organic reach is the total number of unique people who were shown your post through

unpaid distribution. Paid reach is the total number of unique people who were shown your post as a result of ads.

• The number of Engaged Users serves as a valuable metric for measuring content

performance and the quality of your audience. Monitoring Engaged Users as a percentage of fans over time can help you determine whether you’re growing an active

audience.

KPI for Facebook • Page Likes (new likes, unlikes, growth vs previous month

and YoY)

• Total Reach (organic, paid)

• Total Impressions (organic, paid)

• Engaged Users (page level)

• Engaged Users (post level)

KPI for Twitter • Followers (growth)

• Follower segmentation: interests, location, gender, etc.

• Total Impressions (organic, paid)

• Engagement rate

• Tweet activity: retweet, favorites

KPI for Instagram

• Followers (new, lost, growth)

• Total Media (new media over the past month, photo vs. video)

• Likes (new, total)

• Total Reach (organic, paid)

• Impressions (organic, paid)

• Engagement rate (love, talk, spread)

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Creating a content strategy and editorial calendar

Strategy is all about • Type of content

• Time of posting

• Frequency of posting.

Forms of content

• Text only, images, links, video

Engagement Strategy

• ‘Ask questions’ articulation

• Posting photos with the image enhancement tools

• Strategizing contests

• Call to action ideation

Engagement strategy • Contests

• Like gated coupons

• Facebook Ads

• Like button to your blog

• Content

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Allocate Budget and Resources

Assigning roles

Knowing who’s responsible for what increases productivity and avoids confusion and

overlapping efforts.

Role Responsibility

Moderator Ensuring the framework is implemented as per the plan. Social media audit to understand the existing capabilities and leveraging those. Content strategy in terms of giving ideas to DM to work around the content, verifying the tone used, target market address. Store visit. Competition study & success formats replications. Campaign ideation, tools deployment, identifying best practices and incorporate learnings into the campaign, focus on the KPI’s, marketing tactics to be adjusted, conducting reviews, media to be targeted. Focusing on the key channels FB, Twitter & Instagram (strategy & roll out). Social media listening & further actions

Assigned Roles

Role Responsibility

Decision maker Close monitoring of the movement of framework. Supporting Moderator with the existing resources & work. Responsible for the content creation and delivery. Generating Campaign ideas. Responsible for the approval of the ideas suggested, budget allocation, act as a mentor to the moderator, KPI follow up, reviewing the process, supporting moderator with his resource requirements. Close monitoring of the competition and the relevant activities. Custodian of Social media interactions & feedback

Assigned Roles

Role Responsibility

Social Media Champion

Passionate Social media enthusiast who can carry out the instructions directed from the moderator. Responsible for curating the ideas from employees. Photos, Photoshop work, image enhancement work to be carried out. To fulfill all the social media profile completion, organized, multitasking, support in coordinating with stores and accompanying store visits if required. Campaign ideas generation and curation.

Assigned Roles

In 2013, U.S. companies invested $4.4 billion in social media advertisements.

That number is expected to grow 31% by the end of this year, according to

eMarketer.

Budgeting

Tools Required* Projected cost per month

*Date be provided during the budgeting

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Action Plans

Detailed plan

Days Focus

1 -15 Social Media Audit

15 - 30 Voice, target, competition, store visit

30 – 45 Content & contest plans

45 - 60 Budgeting, promotional plans, blog roll out,

Facebook

60 - 75 Social interactions, Twitter

75 - 90 Instagram promotions, Review

Plan summary

• The three month plan is indicative

• The project can prolong if certain elements need to be studied in deep or to be waited to see

certain results to occur.

• Restaurant as a business to be imbibed by the moderator to spell success.

• Success rate is highly depend on the content.

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Social Media Audit

Identifying target

Focused Channels

Channel Tactics

Content Strategy

Action Plan

Test, Evaluate and adjust the social media plan

• Research suggests that time and experience will bring results to social media marketing

• Treating channels as an individual entity

Thanking You

sebastiantwinkle@gmail.com