Company Audit Deliverable for Social Media in Society.

1. Niko Sushi
Company Audit Group Project
Social Media in Society

2. Company Overview
Niko Sushi is a mid-upper scale sushi bar
and grill, owned by Sou Taing, with two
locations in the Windsor area. We took
about a month to investigate and monitor
their social media marketing campaign.
The following presentation is a summary
of their marketing activity and our
suggestions for how they can make
better use of various social media
platforms to market their goods and
services to existing and potential new
customers.
Amanda

3. Company Overview
Two Locations:
3100 Howard Ave.
Windsor, ON
10 Amy Croft Drive,
Tecumseh, ON
Amanda**Image source: www.nikosushi.ca

4. Key Search terms
Key search terms that returned usable results were;
 Niko Sushi Windsor
 Niko Sushi Devonshire Mall
 Niko Sushi Sauce (I’ve had it… it’s incredible and doesn’t
surprise me that people are combing the internet looking
for their recipe!)
 Niko Sushi Windsor
 Niko Sushi Menu
 Niko Sushi Amy Croft Drive
 Sou Taing Niko Sushi
 Windsor sushi bar
 Niko Sushi reviews
Amanda

5. Are they Online? Here’s what we found!
** Source: www.nikosushi.ca
Amanda

6. Company Website, www.nikosushi.ca
 Niko Sushi’s website comes up readily
in most key search term results. The
company website is nice looking, with
a rotating gallery of well shot photos,
and a link to their restaurant and mall
menus. However, beyond that, it is
lacking in interaction and
information. There is little information
on the company, it’s history and
accomplishments, it’s founder, Sou
Taing, customer recommendations &
reviews or links to outside pages. Also,
there are a few spelling mistakes and
formatting inconsistencies that make
the site appear unprofessional.
 To improve their website we would
make the following recommendations;
 Correct all of the spelling and
grammar mistake and formatting
inconsistencies.
 A tab should be added to the site for
each of the locations describing the
establishment, history, menu, head
chef and owner.
 Buttons should be added at the top
of the site for their Facebook page,
twitter feed, and all other media
platforms so that from any page,
one can access multiple social
media marketing tools. (Current
Facebook and YouTube buttons on
their website do not link anywhere.)
 A monthly featured dish and
employee page should be added
 Clips from positive customer
reviews should be featured on the
main page along with links to
review sites, such as UrbanSpoon,
TripAdvisor, FoodPages and Yelp.
 The addition of an area on their
website for customer to leave
reviews would also be beneficial,
provided they are reviewed before
posted publically.
Amanda

7. Niko Sushi and Blogging
 Niko Sushi did not have any blogs
created on IceRocket or Technorati
but searching through Google Blog
Search, we found a single
independent blog that comments on
menu, food quality and posts photos.
(Tousignant, 2014)
** Source: http://bigdudefood.blogspot.ca/2014/01/f
oodpornfriday-table-full-of-niko-sushi.html
Recommendations….
In order for Niko Sushi to be competitive in the blogging world they
should:
o Create an account with Blogger.com, IceRocket, Technorati,
Worldpress, Tumblr or any other major blogging site.
o Attach Tag words to your account such as Niko, Sushi, Food and
Japanese Cuisine
o Create a blog through all Niko accounts describing locations, menus
and providing customer reviews
o Ensure readers can comment and make suggestions
o Ensure that all posts are public, no sign in or account required
o Post photos and topics on blog accounts regularly Orig: Pamela
Edit: Amanda

8. Niko Sushi on Facebook
 Our research on Facebook found that Niko Sushi is present, however
they are not representing the restaurants very well. In fact, their
business page seems completely inactive according to Facebook
posts. They joined Sept. 18, 2012 and have never made a single
post.
 We found the restaurant pages on Facebook uninteresting, boring,
and lacking in pictures of the restaurants, food, customers, staff or
recent posts for their followers.
 Niko Sushi Windsor does not have a page of it’s own but has had 85
people “check-in” at their location with Facebook. The check-in
point has a 4.6/5 star rating here,
https://www.facebook.com/pages/Niko-Sushi/127811357259439
 Niko Sushi Tecumseh Ontario has a profile page with a picture but it
is a boring page with no posts or pictures aside from the front of
their building. Niko Sushi Tecumseh Ontario has a 103 likes, 261
visits and is rated 4.5/5 stars here,
https://www.facebook.com/pages/NIKO-Sushi/241445862643861
Orig: Ezekiel
Edit: Amanda

9. Not much happening here, folks! Facebook is a powerhouse
for social media marketing, so let’s look at a couple of pages
from similar businesses that are doing it right!
Amanda
**Source: https://www.facebook.com/pages/NIKO-Sushi/241445862643861
Tecumseh Location
page….

10. We would like to
make a few
suggestions to Niko
Sushi, based on
these two very
successful Facebook
pages of comparable
businesses.
** Source: https://www.facebook.com/sushikingasia
** Source: https://www.facebook.com/niusushi Amanda

11. Recommendations......
 We all know that Facebook is a
very big social media site
and we feel that Niko Sushi should
keep their pages ACTIVE and use
them to promote their food, allow
customers to see new recipes &
menu items and run promotions
on their Facebook page.
 They should utilize the
communication tools on Facebook
to make connections with their
followers and to keep their
product in consumers news feeds
and minds.
 Like NIU Sushi Bar & Grill, who
has 148k likes, they should have
any awards plastered all over their
news feed and wall, links to their
twitter and Instagram accounts
and any blogs or review sites.
They should have
their menu and
hours current on
each of these
Facebook pages,
this would keep
their market busy.
Orig: Ezekiel
Edit: Amanda
**image source: http://www.htnorth.com/wordpress/wp-
content/uploads/2013/11/facebook-logo-transparent.png

12. Niko
Sushi on Our research concluded that Niko sushi does not have a Myspace
account or make use of this platform for social media marketing.
 .Recommendations…My space is all about social
entertainment; Music, Arts, Culture, Lifestyle and we feel that music
plays an important role in restaurant ambiance. Niko sushi should make
an active profile in myspace to play custom in house play lists that
provide unique atmosphere in their restaurant, much like Starbucks
does. (Dumon, 2013)
 Niko sushi should begin to use MySpace to attract customers, since the
advantage of MySpace is that they can target their audience by age,
gender, location hobbies etc. (Funk, 2011).
 A large majority of MySpace users are teenagers, a young crowd of
potentially long-run, loyal consumers. To attract them Niko sushi should
use eye catching pictures and videos to keep their brand front and
center for this group.
** Source: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSGq9jenC57Ve99-
6R45gLZg0HkNLuHISCeShcEZ1tsoeAdfNVG
Orig: Samir
Edit: Amanda

13. Oui ou Non?
 Our searches of Pinterest for our brand returned no results, aside
from “Big Dude Likes Food” blog post photo, so our response would
have to be a firm “Non!” they are not currently marketing with
Pinterest.
 We would like to RECOMMEND to Niko that they take advantage
of this popular social media marketing tool and frequently upload
photos of their store front, chefs at work, prepared dishes and
teasers for their followers. The more follows and pins they can get,
the more their brand and food will be in front of consumers’ eyes.
 Since many Pinterest users are closely tied into their Facebook
accounts, gaining foothold on Pinterest will also cause Niko to show
up on more Facebook feeds.
** Source: http://blog.newsunshinehub.com/wp-content/uploads/2014/02/pinterest.png
Amanda

14. We also suggest that they make their page on
Facebook, Pinterest and MySpace rich with
information and advertising, like other restaurants.
Making a foot print on Yelp and other review sites
will help them market themselves as well.
This example
includes hours,
price range,
reviews,
pictures of
their food,
location and
contact
information.
**Source: http://www.yelp.ca/biz/under-the-table-restaurant-toronto Amanda

15. Social Bookmarking
 My research has found that
Niko Sushi is not present on
Reddit, Delicious, and Digg.
 There are a couple postings
about Niko Sushi on Reddit;
however, the posting is
about a
California restaurant called
Niko Niko Sushi
http://bit.ly/1oh266R
 I also was unable to find
other local food places
promoting their company
on websites like Reddit,
Digg, and Delicious.
 Niko Sushi can get
exposure from these
outlets by food reviews, and
articles about the company
 Niko Sushi can embed a
Reddit share icon on their
website (Currently there is
only Facebook and YouTube)
 http://www.reddit.com/butt
ons/
 Allow customers to write
reviews on the restaurant on
their website, and allow
them to share across all
social media platforms
Original contribution: Amar
** No editing

16. LinkedIn Presence….
What is
**
?
 LinkedIn is business oriented
networking site used to make
professional contacts and is
available in 20 languages
including Japanese and Korean
which can be helpful for Niko
sushi.
 LinkedIn has 259 million users,
among them 9 million
Canadians, so its a good idea
for Niko Sushi to utilize this to
increase awareness among
people through LinkedIn
Where’s Niko Sushi?
 We did not find a profile
for either Niko sushi
location or for the owner,
Sou Taing, on LinkedIn.
To improve the customer
base, make people aware
of their business and to
attract good employees,
again, we would like to
make a few suggestions.
Orig: Samir
Edit: Amanda** Image Source: http://en.wikipedia.org/wiki/LinkedIn

17. Recommendations......
 Niko Sushi, as a business, and Sou, as a business owner,
should both have active profiles on LinkedIn, complete with
video tours, photos of the locations and food as well as
customer reviews. (Alba, 2011) They should also allow
others to endorse them, which would further boost their
reputation. (Serdula, 2012)
 The business profile could be used to attract qualified chefs,
managers and servers as well as posting any upcoming
openings so Niko doesn’t run into an understaffing situation.
(Kharif, 2012)
 The owners’ profile would allow her to connect with others
in the restaurant industry to keep up on regulatory
changes, industry fads and current trends.
 Again, any public social media profile should be an
advertisement for the business, so awards, honours,
certificates and volunteer work should be included to boost
the company’s social responsibility profile. (Serdula, 2011)
Orig: Samir
Edit: Amanda

18. Potentially, we would like to see
something similar to this…
**Source: https://www.linkedin.com/pub/samir-
patel/16/5b0/92b
For Sou Taing,
Business Owner
For Niko Sushi,
Bar & Grill
**Source: https://www.linkedin.com/pub/niko-
sushi001/a0/798/886
Orig: Samir
Edit: Amanda

19. Twitter &
Wikipedia
 I think Niko Sushi should create a
Wikipedia page and have
information about the type of sushi
they provide at their restaurant with
the ingredients & nutrition
information
 Provide definition of each name of
sushi
 Post pictures of the sushi they make
 Provide a detail history about Niko
Sushi like when they began this
restaurant and the number of
branches they have now and etc.
 Provide a detailed menu with prices
 I would recommend in addition that Niko
has an active twitter feed, shared across
all platforms, that can be used to tweet
wait times, or empty chairs, specials and
features. - Amanda
Twitter is an online social
networking service that
enables users to send and
read messages called
“tweets”
Tweets are about 140
character limit
Niko Sushi has two twitter
accounts called @sushi_niko
& @nikonikosushi
Niko Sushi doesn’t have
any links to wikipedia
Original contribution: Sunita
** No editing, addition by Amanda
Correction: Niko Niko
Sushi is a restaurant in
New Jersey. Niko Sushi in
Windsor does not have a
twitter account.
- Amanda

20. Online Video Support for
Niko Sushi
While Researching Niko Sushi Online I Found:
 There were no promotional videos for Niko Sushi
 There were some critic videos (poor quality on mobile
device - not professional)
 Niko Sushi did not have a Flickr account or followers.
 Some photos on Flicker but personal photos of friends
out for dinner (not promotional as I think they were
linked to the word sushi and that's why they came on
screen)
Original contribution: Pamela
** No editing

21. To provide more internet video
Advertisement Niko Sushi could:
 Create a Google Account for Niko Sushi
 Create a Promotional Video Advertising and Highlighting Niko Sushi’s
Business
 In the Google Account Using the YouTube App, Upload the Video
 Attach Key Tag Words to the Video that Will Direct Searchers to the Video
when the Tag Words are Searched
 Allow Customer Comments and Feedback as a Customer Service Tool
 Attach to Google+, Twitter & Facebook
 Mark the Video as PUBLIC so it can be Accessed be Viewed by Everyone
 Publish the Video
 Post the Video Link Attachment to the Niko Sushi Website
 Create a FlickrAccount
 Post Photographs of Niko Sushi’s Menu and Meals and Stores
 Allow Customers to Follow and Post Photos of Niko Sushi
 Enable a Flicker Blog with the Account for Customer Feedback and
Comment
Original contribution: Pamela
** No editing

22. In
summary….
While Niko Sushi serves quality food, has an
outstanding reputation and clean, efficient
locations (and a sauce that’s to die for!) they
leave much to be desired in the online world of
Social Media Marketing.
We found it easy to make recommendations
across all of the social media approaches
available because they seem to use them
extremely sparingly at the present time. Aside
from a single blog post by an independent
source, an inactive Facebook page, a Facebook
check-in location, and website, Niko is seemingly
thriving on word of mouth and reputation alone.
Our recommendations are simple, common
sense and a good place to start for the company.
A moderately tech savvy manager would be able
to manage most of these suggestions from a
smart phone once the profiles and sites are
established. With today’s integrated, interlinking
technology, linking your Facebook, Twitter,
Instagram, Google+ account and YouTube to
anything and everything is seamless and would
allow for greater infiltration into the dining
market in Windsor, Ontario. Investing a little
time and effort has the potential to pay off big for
this little company.
Amanda

23. Bibliography
 Alba, J. (2011). I'm on LinkedIn, Now What??? : A Guide to Getting the Most
Out of LinkedIn. Cupertino, Calif
 Dumon, M. (2013, September 23). Examiner.com. Retrieved August 7, 2014, from
5 Big Companies that still use MySpace: http://www.examiner.com/article/5-big-
companies-that-still-use-myspace
 Funk, T. (2011). Social Media Playbook for Business : Reaching Your
Online Community with Twitter, Facebook, Linkedin, and More. Santa Barbara,
Calif: Praeger.
 Kharif, O. (2012, Dec 17). Job recruiters turn to LinkedIn, social media startups.
Business Week 1, Retrieved from
http://search.proquest.com/docview/1245113003?accountid=39476
 Schachter, H. (2012, Jul 16). LinkedIn: The under-the-radar recruiting tool. The
Globe and Mail Retrieved from
http://search.proquest.com/docview/1024928037?accountid=39476
 Serdula, D. (2011, November 15). LinkedIn Makeover. Retrieved August 7, 2014,
from How a Recruiter Evaluates Your LinkedIn Profile: http://www.linkedin-
makeover.com/2011/11/15/how-a-recruiter-evaluates-your-linkedin-profile/
 Serdula, D. (2012, September 24). LinkedIn Makeover. Retrieved August 7, 2014,
from LinkedIn Profile Writing and Executive Branding: http://www.linkedin-
makeover.com/2012/09/24/new-features-linkedin-endorsements/
 Tousignant, M. (2014, January 3). Blogspot. Retrieved August 7, 2014, from Big
Dude Loves Food: http://bigdudefood.blogspot.ca/search/label/foodporn?updated-
max=2014-02-07T09:07:00-05:00&max-results=20&start=20&by-date=false
Amanda