This social media marketing plan proposes strategies to promote Patiala restaurant across several platforms like Facebook, Twitter, Instagram, YouTube and blogs. It involves creating engaging content like photos, videos and contests to interact with customers and highlight the authentic Indian cuisine. The key goals are to build the brand, generate traffic to the website and manage online reputation. The target audience is residents and tourists in Dubai aged 23 years and above. Regular posts, monitoring and responding to queries are part of the plan to increase engagement across all social media profiles.

1. Social Media Marketing Plan

2. Why Social Media Marketing
Interact with your Customer
Listen to your Customer
Power of Influencers
Direct Marketing
Tailored Advertising
Generate Website Traffic
Online Reputation Management
Build Brand Image

3. Target Audience
• 23 years and above
• Male, Female
• Residents of Dubai, Tourists

4. Snapshot of the online market – UAE (2015)
92%
UAE
Percentage of People with access to internet

5. Snapshot of the online market – UAE (2015)
• Facebook
• 3.7 Mn users (Dubai)
• 5 Mn in UAE
• 17 Mn visits to Dubai on Facebook
• Twitter
• 0.4 Mn users
• 3 Mn tweets a day

6. • YouTube
• 3rd Largest site in the world
• 4 Bn Global Views per day
• 83% penetration rate in UAE
Snapshot of the online market – UAE (2015)

7. Competition
• Amal
• Facebook: Absent
• Twitter: Absent
• Instagram: Absent
• Indego by Vineet
• Facebook: Absent
• Twitter: Absent
• Instagram: Absent

8. Competition
• Rang Mahal
• Facebook: 659
• Twitter: 3,676
• Instagram: Absent
• Posts are uploaded occasionally, regarding updates etc. Retweeting other
people’s complimentary tweets

9. Competition (On Social Media)
• Tresind
• Facebook: 4,653
• Twitter: 541
• Instagram: 2,388
• YouTube: Not present
• Aesthetically clicked photos of dishes and updates about special
offers in restaurant

10. Competition (On Social Media)
• Mahec
• Facebook: 1,562
• Twitter: 478
• Instagram: 151
• YouTube: Not present
• Images of Dishes cooked in the restaurant

11. Patiala on Social Media
• Facebook: 2,832
• Twitter: 415
• Instagram: 130
• YouTube: Not present

12. Competition (On Social Media)
• House of curry
• Facebook: 19,296
• Twitter: 156
• Instagram: 2,913
• YouTube: Not present
• Images of dishes cooked in the restaurant and images of the beach
(Since they’re located at JBR)

13. SHIFT FOCUS from THE FOOD to THE PEOPLE
OUR POSITIONING

14. Platforms
• Facebook
• Twitter
• Instagram
• Google+
• Blogging
• Zomato
• Foursquare
• TripAdvisor

15. Social Media Campaign
• 7 Generic Content Properties
• Monitoring of Social Media Profiles
• Responding to queries
• 1 Contest Every Month
• 1 promotional video ad every 2 months / 2 video ads that can also be
used as TVCs
• Reports will be shared on a Weekly Basis

16. Some Ideas
• #TheSpiceOfLife
The spice in food and the exciting moments of life is
what makes each so interesting. Without spice, food
with be bland to taste. Without exciting and fun
moments, life would be boring. We ask people to
share with us short stories about the most exciting
stories in their life (Not necessarily regarding food)

17. Some Ideas (Contd)
• Cheer-full at Patiala
With permission from the users, we click their photos at the restaurant
enjoying their meal and upload it on various social media. Or we could
install a machine in the restaurant where people would click their own
pictures. These pictures are then uploaded to the various social media
after editing.

18. Some ideas (Contd)
• Patiala to Patiala (Video)
The customers sometimes wonder if the food at the restaurant is as authentic as the food one eats
in the region of origin. To solve the mystery for Patiala, we ask 2 zesty travelers to visit the
restaurant for and taste the dishes. They then travel to the state of Patiala and taste the food there.
They then tell that it is exactly the same, etc. They have to record each and every moment right
from Patiala Restaurant to Patiala City. This video will be edited and then promoted on Youtube,
Facebook etc
• Video series with the Chef, Mixologist and the DJ
We first promote teasers online regarding some interactions between the Chef, Mixologist and DJ
where they’re arguing about who is most important for the restaurant. We then create very short
videos of interactions between the them. The video ends in 5 seconds. The idea behind this being
that we can finish the ad in the same amount of time as the ‘Skip’ Button appears on Youtube

19. Some Ideas (Contd)
• Use the Power of Crowdsourcing
Create #MyFabulousPatialaDinner on Instagram & ask people to share images of their food. We then select the
best ones and create a feed of images on the website. What better way than our customers themselves
showing how good the food looks?
• 360 degree view of the restaurant
People would love to see the restaurant before experiencing it. With technology, we can now show them what
the restaurant looks like. The user can scroll around and move through the restaurant and observe each and
every corner of the restaurant.
• Spicy Birthday (Instead of Happy Birthday)
Send pics to the FB page if it is your birthday. We then upload an album, with the pics every Friday. The name
and birth date of the person will be added. As we keep receiving new pictures, we keep updating the album.

20. Some more Ideas
• Patiala Plate of the week
This can be used to highlight a specific dish’s specialty
• #PallatePleasers
A contest where we ask people to tell us what is their favourite dish and why
• Simple video ads to promote the restaurant
We show some people enjoying the food. We can also use celebrities in the ads. This will help gain
virality
• Special posts on Festivals and special days such as ‘World Food Day’
• Posts on chef
Describing the warm qualities of chefs. Connecting the audience in a more intimate way

21. Ideas beyond Social Media
• Virtual reality menu
When people order food, they want to know a description of what they are ordering and would also like to see
the dish if given a chance. Why show simple pictures when you can show them what the dish will look like from
all angles? Use tablets as menu cards. With the description of the dish, and a virtual model of the dish, the
person can see the dish from all angles possible. Rotate the tablet and the viewing angle of the dish rotates
accordingly

22. Facebook
• 2 New Cover designs every Month
This is the most prominent element when the user lands on your Page
• Fan Acquisition Ads
Focus on the experience of Indian food and not just the food
• Promoted Posts to Custom Audiences
Eg: Remarket ads to audiences who have browsed through your website or your own custom database etc.
• Promotion of videos through Facebook
• Reporting on a weekly basis

23. Twitter
• 21 tweets a week (Content shared on FB to be tailored for the
medium)
• 2 promoted tweets a month (Regarding updates & special offers
during the month)
• Monitoring and responding to queries
• New cover design every month in-sync with Facebook

24. Google+
• New cover design every
month in-sync with
Facebook Cover
• Replicate Facebook posts
• Monitoring
• Responding to queries and
comments
YouTube
• Promotions (Redirect people to
the website):
• Preroll ads
• Flash Banners

25. Blogging
• Blogger outreach programs
Reach out to food bloggers. Conduct Workshops/ food review sessions for them. In turn, they
review the restaurant in their blogs
• #TheSpiceOfLife Blogging Contest
Open to all bloggers where they write about the exciting things in their lives

26. TripAdvisor
• Monitoring on a daily basis
• Responding to the queries
on a daily basis
Foursquare
• Updates on special offers available
Zomato
• Monitoring on a daily basis
• Responding to the queries
on a daily basis

27. SEO
• Aids search engine discovery
AdWords
• Promote your Website Link in
Relevant search results

28. Thank You