1. "Not all fast foods are created equal"
Class: Social Media
Marketing
Professor: Cheryl Lawson
Date: 6/7/2012
Presenter: NJ

2. • Preparing(Introduction)
• Grilling(Body)
• Eat(Conclusion)

3. 1. Preparing
Why do they need Social Media?
•Social Media is all about enabling Conversation
•We Can Influence World
•Facebook, Twitter, Linked in, Flickr, Youtube
is known as Famous Social Media.

4. 1. Preparing
Why do we need Social Media?
•Especially, local restaurant like Flame broiler,
should use Social Media and stimulate social
network of consumer

5. 1. Preparing
The flame broiler was patented in the 1950s by Frank & Don Thomas
of Indianapolis, In. It is in use by the Burger King fast-food restaurant ch
ain and was also used by the Burger Chef chain.
The device consisted of a ladder-type conveyor chain that transported a h
amburger patty over gas broiler tubes that provided a gas flame. The un
derside of the meat patty directly contacted the flames as the meat was c
onveyed through the broiler enclosure. The top part of meat patty was co
oked by latent heat provided by fire bricks that were also heated by the g
as flame.

6. 1. Preparing
When you broil food, you cook it with dire
ct, intense heat. You can broil food under t
he broiler coil in your oven or over the coal
s on your barbecue grill. The high temperat
ure browns and crisps the outside of the fo
od, sealing in some juices. Broiling also co
oks the food quickly, which helps keep it t
ender. You don't need to add fat, so broili
ng is a healthy cooking method

7. 1. Preparing

8. 1. Preparing
Vision statement
Mission statement

9. 1. Preparing

10. 1. Preparing
Flame Broiler’s Current Social Media

11. 1. Preparing
Flame Broiler’s Current Social Media

12. 1. Preparing
Flame Broiler’s Current Social Media

13. 1. Preparing
Flame Broiler’s Current Social Media

14. 1. Preparing
Flame Broiler’s Current Social Media
http://www.youtube.com/watch?v=eZMcDJ https://ko.foursquare.com/search?q=flame
y85_s&feature=related(Commercial) +broiler+riverside

15. 1. Preparing
Flame Broiler’s Current Social Media

16. 2. Grilling
Bench Marking
Coca-Cola

17. 2. Grilling
Bench Marking
Coca-Cola
•Approximately 42 million people like
Coca-Cola Page.
•This page did not made by the
company but two fans of Coca-Cola.
•Accordingly, consumer can feel positi
vely and friendlily

18. 2. Grilling
Bench Marking
Burgerking

19. 2. Grilling
Bench Marking
Burgerking
•Whopper Sacrifice Marketing
- “Delete 10 Facebook Friends, get a
free whopper”
•About 200,000 friends were deleted
•Facebook prohibited this marketing
for invasion of privacy

20. 2. Grilling
Bench Marking
Asiana Airline

21. 2. Grilling
Bench Marking
Asiana Airline
•Asiana Airline from Korea, it is the on
e of the good examples when it comes
to Social marketing in Korea
•They provide their all of the flight info
rmation on Facebook page on daily ba
sis.
•It is useful for people who use a flight
frequently

22. 2. Grilling
The Current Problem
Fortunately,
they have
Social Media Page
But
1. No Update
2. No Care
3. No Promotion
4. No Interest

23. 2. Grilling
SWOT Analysis
S W
•Get the food fast •No interest Social Media
•Cheap price •No significant promotion
•Located in UV place
•Grilled and broiled, Healthy food
•Good access to young generation
like UCR Students
O T
•Competitors also did not have •There are many food places in UV
Social Media •There is no reason consumers
•Not many time they spend to Social choose Flame Broiler
Media
•Lower cost is used than offline
marketing

24. 2. Grilling
ACCESS Model
Audience Our target group will be segmented between people who are
10~40 years old
Concept We will make Flame broiler’s concept enlarge more than the
past. Thus, fresh and new vegetable with healthy meat with rice
Competition Off-line competitors will be the stores near Flame Broiler such
as Yoshinoya, Deriyaki Bowl, Pho Vinam and so on. On the
other hands, online competitors should be big companies
which managed fast-food restaurant.
Execution In this stage, we start to promote our products for UCR
students via social marketing.
Social Media It is no doubt that Facebook and Twitter will be the best tool we
Tools can use.
Sales Viability This project takes 6 month from starting and will be reviewed
after finishing.

25. 2. Grilling
ACCESS Model
Audience Our target group will be segmented between people who are
10~40 years old
Concept We will make Flame broiler’s concept enlarge more than the
past. Thus, fresh and new vegetable with healthy meat with rice
Competition Off-line competitors will be the stores near Flame Broiler such
as Yoshinoya, Teriyaki Bowl, Pho Vinam and so on. On the
other hands, online competitors should be big companies
which managed fast-food restaurant.
Execution In this stage, we start to promote our products for UCR
students via social marketing.
Social Media It is no doubt that Facebook and Twitter will be the best tool we
Tools can use.
Sales Viability This project takes 6 month from starting and will be reviewed
after finishing.

26. 2. Grilling
Solution
Social Media Implementation Plan
1 • Increase Facebook fans and
Year Twitter Followers, mentions by
Goal 1000.
• To develop brand awareness,
make the promotion,
Core • UCR Students
Audi • Young people who love healthy
ence food
• People who don’t want to pay
expensively for food

27. 2. Grilling
Solution
Social Media Implementation Plan
1. Facebook
Read the consumer’ mess
ages, and implement!

28. Starbucks
2. Grilling
Solution Try to pretend to manage a
Social Media Implementation Plan page like this
1. Facebook
To increase this num
ber, make some even
ts for consumer, and
make them share!

29. 2. Grilling
Solution
Social Media Implementation Plan
2. Twitter
Needed to Update

30. 2. Grilling
Solution
Goals and Objectives
Increase Facebook fans and Twitter Followers, mentions by 1000.
And How?

31. 2. Grilling
Solution
Example : Skittles
Skittles launched a "Win the Rainbow
" contest, asking its fans "what they
would do for a Skittles vending machi
ne," which garnered entries that rack
ed up hundreds of thousands of view
s on YouTube.

32. 2. Grilling
Solution
Example : McDolnald’s
McDonald's Fan Page includes a number o
f short and quick mental games that are no
t only addicting but also allow fans to share
their scores with their friends, thereby prom
oting viral sharing.

33. 3. Eat
In Conclusion,
• Regular management of
Social Media at least once a week
• Facebook Promotion
• Twitter Noise Marketing
• Twitter Mention
• Google Exposition