Social media marketing strategy for Restaurants in Middle East

1. Social Media Marketing Strategy

2. Some thoughts on the external environment

6. Marketers found a whopping 42% to 57% lead generation due to their efforts in content and social media in 2013.

7. A great social media marketing plan should be backed up by a strong content strategy

8. Insights

9. 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.

10. 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.

11. 51 % of social media savvy individuals say restaurants are an essential part of their lifestyle. Source : National Restaurant Association 2011 Restaurant Industry Forecast

12. On average fans spend an additional $71 on products for which they are fans compared to those who are not fans. Source : National Restaurant Association 2011 Restaurant Industry Forecast

13. On average fans spend an additional $71 on products for which they are fans compared to those who are not fans. Source : National Restaurant Association 2011 Restaurant Industry Forecast

14. Fans are 41 % more likely to recommend a fanned product to their friends. Source : National Restaurant Association 2011 Restaurant Industry Forecast

15. Facebook fans make 36 % more visits each month to restaurants they are fans of. Rice University's Jones Graduate School of Business

16. Our Vision

17. • Brand Awareness • Driving sales • Forming a community of people who share your value • Listening to the feedback about the brand Carinos, Coffee Beans&

18. • Brand Awareness • Driving sales • Forming a community of people who share your value • Listening to the feedback about the brand Carinos, Coffee Beans&

19. • Brand Awareness • Driving sales • Forming a community of people who share brand’s value • Listening to the feedback about the brand Carinos, Coffee Beans&

20. • Brand Awareness • Driving sales • Forming a community of people who share brand’s value • Listening to the feedback about the brands

21. The Framework

22. Social MediaObjectives Social MediaAudit Voice & tone confirmation Identifying target Competitionanalysis FocusedChannels Channel Tactics Content Strategy Budgeting& Resourcing ActionPlan Review, corrections& adjusting

24. Social Media Objectives Increasing fan base Social Engagements Focus on facebook, twitter & I nstagram Increasing fan base Social Engagements

25. Social Media Objectives Increasing fan base Social Engagements Focus on facebook, twitter & I nstagram Increasing fan base Social Engagements

26. Focus Channels Facebook Twitter Instagram

31. Social Media Audit Exercise

32. • 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.

33. • 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

36. Confirm the voice & Tone

37. • 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?

40. Identifying the target

41. 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

42. Research Competition

43. • Compiling list of competitors & international players • Payattention to the type of content they’re posting and its context • Calculating the engagement rate of the competition

46. Channels Chosen & Tactics

47. Facebook Twitter Instagram

48. Additional Channels to target Reddit, Foursquare, Wordpress, Slideshare, Pinterest, google+, youtube, Ello, & Tumblr

49. Channel Tactics

50. Terms definition • Impressionsare 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. • Reachis the number of unique people who received impressions of a Page post • Engagementrateis the percentage of people who saw a post that liked, shared, clicked or commented on it. • Organicreachis 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. • Thenumberof EngagedUsersserves as a valuable metric for measuring content performance and the quality of your audience. MonitoringEngagedUsersas a percentage of fans over time can help you determine whether you’re growing an active audience.

51. 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)

52. KPI for Twitter • Followers (growth) • Follower segmentation: interests, location, gender, etc. • Total Impressions (organic, paid) • Engagement rate • Tweet activity: retweet, favorites

53. 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)

56. Creating a content strategy and editorial calendar

57. Strategy is all about • Type of content • Time of posting • Frequency of posting.

58. Forms of content • Text only, images, links, video

59. Engagement Strategy • ‘Ask questions’ articulation • Posting photos with the image enhancement tools • Strategizing contests • Call to action ideation

60. Engagement strategy • Contests • Like gated coupons • Facebook Ads • Like button to your blog • Content

63. Allocate Budget and Resources

64. Assigning roles Knowing who’s responsible for what increases productivity and avoids confusion and overlapping efforts.

65. 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

66. 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

67. 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

68. 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

69. Tools Required* Projected cost per month *Date be provided during the budgeting

72. Action Plans

73. Detailed plan

74. 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

75. • 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.

78. Test, Evaluate and adjust the social media plan

80. • Research suggests that time and experience will bring results to social media marketing • Treating channels as an individual entity

81. Thanking You sebastiantwinkle@gmail.com

Social media marketing strategy for Restaurants in Middle East

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