1. Smith & Kings
Social Media Strategy
Created by: Robert Neal
Email: robert.l.neal3@gmail.com Phone: (386) 679-6255
Created for:
Smith & Kings
https://www.smithandkings.website/#modern-organic-tha
2. Smith & Kings
is a restaurant
that caters to a
different taste
in the Honolulu
area. It
combines a
unique and
upscale taste
with a
moderate price
point.
3. Area Demographic
The first thing is
to understand
the demographic
of the area for
the restaurant.
This gives
us an idea
of the
regular
customer
base in
the area.
4.
5. Target Market
The Foodie
Military local
Tourist
• Heavy social media
user to post food to
social media sites.
• 20 to 30 year old
adults.
• Average household
income of $84,675.
These people tend to be
methodical purchasers.
They are logically lead and
detail oriented. They are
looking for the best food
experiences they can find.
• Military Members
from the island.
• 25 to 35 year old
adults.
• Looking for food
that reminds them
of more mainland
inspired dishes.
These people tend to be
humanistic purchasers.
They are emotionally lead
and are looking for a taste
of home.
• People that are
visiting the island.
• 25 to 35 year old
adults.
• Looking for food
that is inspired
from many different
tastes.
These people tend to be
spontaneous purchasers.
They are emotionally lead and
fast thinking. Sometime
turning to social media for
recommendations.
6. Goals
Primary goal
Secondary goal
Brand awareness
Social proof/credibilityThe reason behind this
is to promote the
restaurant as a
premier place to be
adventurous and
experience a meal you
will not be able to
have anywhere else in
the world.
The reasoning behind
this is to promote
brand awareness on a
social platform. This
way guests coming to
the restaurant already
understand the food
and atmosphere of the
restaurant.
7.
8. Call To Action
Primary CTA
Secondary CTA
The primary goal
is to increase
traffic to the
actual restaurant,
resulting in a
better conversion
rate for the
product.
The second is
creating content
that engages
customers in a
virtual way that
creates a
community and
discussion on a
virtual platform.
9. Social Media Channels
Facebook is utilized
for the community
discussion involving
the restaurant.
Images from
Instagram will be
shared here with
links back to each
other.
Instagram
Facebook
Youtube
This is strictly for
the sharing of
images of food
and the customer
experience for the
restaurant.
This will be used to
make our own ads
( something like Dollar
shave club) will also
showcase the
restaurant. Links will
be on all social media,
and videos will be
shared on facebook.This channel is for the
foodie market
This is for all target
markets to engage.
10. Metrics
Primary Metric
Secondary Metric
The First and most
important metric is to
make sure that sales
increase from the social
media push.
This is important for a
smaller company to see a
sort of return over time.
The measurable time
should be around six
months.
The secondary goal
needs to be measuring
likes and comments to
see for an increase.
This will measure the
engagement happening
with in social media. This
will help to gauge if this
online presence is
helping to boost
conversions.
11. Local competitors
The Pig and The Lady
Livestock Tavern
• Livestock has a
Facebook and Instagram
but are not very active
on them.
• They post things very
similar to Smith & Kings
• On Instagram they have
1,488 followers,
Facebook doesn’t have
show followers.
• Their followers are not
too engaged.
• The Pig and The Lady has
a Facebook, Instagram,
and Twitter. They are
pretty active on them.
• They post a mix of
advertisements and food.
• On Instagram they have
28.4k followers,
Facebook has 8,406
followers.
• Their followers are
engaged and regularly
post about the
restaurant.
13. Instagram Facebook
Instagram will be used to post
images and boomerangs of the
restaurant, events, food, and
guest experience.
The idea is to post weekly and
for all events.
We want to use a tag us call to
action
We will use #Smith&Kings
The metrics of gauging how the
likes happen and how much will
show us how many people are
engaging.
Facebook is where all the
actual engagement will actually
happen. All content and videos
posted to Instagram and
YouTube will go here. With the
idea customer will have an
open discussion on the
platform conversations should
happen daily.
Use the call to action of join
us.
#Smith&kings
The same secondary metric
will be used.
Channels explained
14. YouTube
Youtube will have a special
place. Ads like Dollar shave club
will be made. But not buying
something more of a comical
story line focusing on the
restaurant.
Making an ad monthly.
CTA
WATCH US
#Smith&Kings
This will be both Primary and
Secondary. Measure and track
sales of the restaurant and
views of video.
Channels explained
15. Each of the sites will
have its own content all
filtered back to
Facebook where the
largest amount of users
in the world is. All the
sites will encourage
users to connect back
on Facebook to engage
in discussions on the
restaurant, menu, and
event.
Influencers in Hawaii are
photography based. I want to
use them to tag amazing
photos of them and the
restaurant or food. Yes they
may have to be paid or the
restaurant can cater an event
for them.
Influencers:
brooklynhawaii
https://www.instagram.com/
brooklynhawaii/
Nainoalanger
https://www.instagram.com/
nainoalanger/?
utm_source=ig_embed
Influencers
How everything connects
Steps needed
19. I want to use the
video ads from
Youtube to start a
conversation, this will
create a community.
The major thing is to
make the ads less like
an ad and more like a
story. Something that
engages the audience
and makes them
laugh.
Amplification Strategy
20. Reference:
Images came from: https://unsplash.com
Demographic image came from:
https://www.point2homes.com/US/
Neighborhood/HI/Honolulu/Chinatown-
Demographics.html
N.a. ( May 6). How to Define Your Exact
Target Restaurant Customer. Retrieved
from:
https://restaurantengine.com/target-
restaurant-customer/
