CASE STUDY– SOCIAL MEDIA MARKETING FOR LITTLE ITALY RESTAURANT Client: - Little ItalyLittle Italy pioneered the romance that is associated with Italian cuisine in India. We started our journey from Pune as LaPizzeria at a time when very few people in India knew the taste & authenticity of this cuisine. Neither Penne, Fuseli,Spaghetti were commonly heard of nor were they available at stores in India. As the popularity and demand increased weslowly started adding up other items, such as Daily specials - pastas, soups & salads along with our existing menu. Problems that were faced by Little Italy: Ad hoc planning for events, promotions and no effective communication Weak Database – the database of the existing customers of Little Italy was not updated. It had multiple entries and was not maintained at one place. This resulted in too much commotion when it came to communication Problem in measuring ROI /absence of tracking mechanism Technological knowhow- Lack of expertise in the domain of digital marketing was another problem faced by Little Italy. The restaurant had hired individual agencies for Social media, digital and mobile marketing. As the communication and analytics on all mediums were different, it was difficult to track the results of campaigns
Aspects on which Mobikon worked jointly with Little Italy Acquire & Manage Customer Data centrally Parallel campaigns across digital channels Power to publish and share Real Time Customer interaction Effective communication on Social Media Create a channel of direct booking Why do we need social media in today’s times?According to a significant 83% of marketers, social media is important to their businesses. Though there has been a drop inthis by 7%, this is a drop from 2011 where 90% thought social media was important (62% strongly agreed in 2011). Thesolo business owner was more likely to strongly agree (54%) with this statement. What is the experience of using Social Media?
The B2B marketers have been using social media longer (18.3% reported 3 years or more) than their B2Ccounterparts (14% indicated 3 years or longer).A significant 59% of marketers are using social media for 6 hours or more and 33% for 11 or more hours weekly.Its interesting to note that nearly 15% of marketers spend more than 20 hours each week on social media.However, more experienced social media users are spending less time with social media compared to our 2011findings. Only half of marketers with more than 3 years experience are spending 10 or more hours each week onsocial media, down from 63% in 2011 So, does age play a vital role in Social Media Marketing?Theres a direct relationship between the marketers age and time-spent marketing with social media.People aged 20 to 29 years spend more time than other age groups using social media marketing (with 43%spending 11+ hours weekly, up from 41% in 2011), followed by 30- to 39-year-olds (35% spending 11+ hours perweek, down from 37% in 2011). How is the Social Media Marketing promoting the Businesses?
The top two benefits of social media marketing are increasing exposure and increasing traffic. A significant 85% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Increasing traffic was the second major benefit, with 69% reporting positive. Nearly two-thirds of marketers are using social media to gain marketplace intelligence (65%). Tied for fourth place, 58% of marketers indicated generating leads and developing loyal fans were benefits of social media. Of those who have been using social media for at least 1 year, 65% found it useful for building a loyal fan base. What are the most common Social Media Platforms used for brand marketing? Facebook, Twitter, LinkedIn, blogs and YouTube were the top five social media tools used by marketers, with Facebook leading the pack. 2/3 marketers use social media for capturing market data for generating leads Ninety-two percent of marketers are using Facebook and 72% plan on increasing their activities. A majority of marketers (69%) will increase their activities on Twitter, slightly down from 73% in 2011. Social Media Campaigns for Little Italy by Mobikon Technologies An engaging Facebook PageMobikon regularly updated wall with information related to the Little Italy. An important element of the page was based on asocial media content planner, which ensured the inclusion of news on upcoming events across all outlets. This also helpedLittle Italy to get more than 500 likes in a span of 1 week
Weekly Facebook PlanMobikon devised day wise plans for promoting Little Italy on the most common social media portal. This had facts andinformation about the restaurant, Italian food and facts about Italy. Contests on FacebookContests are a medium for enticing people and engaging them in activities. For Little Italy, Mobikon had very interactivecontests related to Italy and Italian food. Foursquare for Little Italy:
Availing offers is something that all like doing, and food offers is even better. There have been several ‘check-in’ offers thatone is rewarded with after checking in to little Italy via Foursquare. By blending all of the above elements some of the results included: An overall increase of 289 % Facebook fans 30% of the Fans data converted into data base Incremental footfalls at the restaurant Increase of 14% on social mentions in 3 months