Digital strategy focuses on building Applebee's brand identity and recognition through an online presence. Key objectives include reaching new customers, increasing traffic to the website and engagement on social media. The strategy involves search engine optimization, paid search/display ads, mobile marketing, and an active social media presence on Facebook, Twitter, Instagram and other channels. Content will include photos, contests, employee spotlights and customer stories. Performance will be monitored through metrics like followers, engagement and monthly reports. Ongoing management includes meetings, content planning and reputation monitoring.

1. Digital Strategy for Applebee’s
Lets get started…

2. Objectives
● To build brand identity and recognition
● Reach new customers and help to grow up business.
● To get more traffic to your website
● To have strong presence on social media channels.
● To increase brand awareness and visibility
● Get people to engage and interact with them on social media.
● Encourage trust with shoppers
● Easier retention of loyal customers. Customer Service.

3. Digital Marketing strategies
● Today, an online presence is an absolute must-have for
restaurant owners, no matter what size their
establishment is. To help your restaurant we put
together the top four emerging digital marketing trends
for restaurants.
Areas of online marketing includes:
● Search engine optimization
● Search, display, Geo targeted ads (Google Adwords)
● Mobile Marketing
● Social media (Facebook, Twitter, YouTube, Instagram,
Pinterest, Google+ and LinkedIn)

4. Search engine optimization (SEO)
High-quality content with keywords that help your restaurant
rank higher on search engines.
● Your site must be properly optimized and that means it
must meet certain criteria according to which search
engines ranking pages as interesting and offering them as
search results.
● Some of the criteria that are used to optimize the site
include: editing site content frequently, inclusion of most
searched keywords in the content, inclusion of images and
videos, promotion of web site to increase the number of
back-links and internal links.

5. SEO Process Specification
Our SEO process is designed to address search engine algorithm
for all major search engine. The scope of SEO program is
designed to the need of the website, target audience and
competition associated with it.
● Stage 1. Website Evolution & planning
● Stage 2. Competition Analysis
● Stage 3 : Google Analytics account setup
● Stage 4: Google webmaster account setup
● Stage 5. Keyword optimization
● Stage 6. Website page’s suggestion
● Stage 7. SEO Method (On page & Off page Optimization )
● Stage 8 : Implementation of SEO changes and technical issue
● Stage 9. Monitoring (Monthly Report )

6. Search, Display, Geo Targeted
Ads
Google Adwords help to increase traffic to website and reach new client frequently.
Google offer Two category to promote your business
● Google Search Network : Google search network helps you to increase more
conversion (Click), Signup process, according to business demand. You can target
Google partner like AOL
● Google Display : The Google Display Network formerly known as the Content
Network. Basically Display network use to increase awareness and branding for
business. Your ads can be automatically matched to websites and other placements
when your keywords are related to the sites' content. You can also choose to target
specific sites, pages about specific topics, demographic groups, and more.
a. Remarketing
b. Managed placement
c. Visual ads (banner)
• Geo-targeted ads: Online advertising services, from Google AdWords to Facebook,
offer
geo-targeting ad options (at no extra cost).

7. Mobile Marketing
● Mobile advertising is growing at a rapid pace. Coupled with
a dramatic rise in mobile phone searches, it’s time to
concentrate on enhancing your Google AdWords for
mobile.
● Search marketing is powerful because it allows you to
connect with people actively searching for keywords
related to your restaurant. Let’s talk about a few easy ways
to optimize your ads for mobile.
● Use mobile specific ad copy. Highlight a dinner special or
your menu and use a strong call to action.
● Direct your ads to the right place on your website. Make
sure your site is mobile friendly.
● You can use Google adwords/Facebook advertising and
create ads that are integrated into mobile.

8. Social Media
● Customer are spending their time on the leading social networks.
Shouldn't some time be spent with you.
● Social media can help with social reviews and get people talking
about your brand.
● It gives you one more way to share exclusive social offers and
daily specials
● Social media enhances and differentiates your customer
capabilities and impacts overall dinning experience.
● It can help you to build brand identity and recognition
To achieve this it is necessary to create a profile on the social
networks: Facebook , G+, Twitter, Instagram , Pinterest , YouTube. It
may be news like new dishes supported by beautiful and attractive
photos, event announcements , photos or music that will evoke the
atmosphere in your restaurant , various video clips and other
interesting content.

9. Content Strategy for Social Media
Name Faceboo
k
Twitter Pinterest Google+ Instagra
m
LinkedIn YouTube
Good for
What?
Sharing
text,
photos,
videos
and links
Sharing
news,
text,
updates,
links to
info
Pinning
photos,
videos,
graphics
Sharing
text
updates,
links,
photos,
video
Sharing
photo and
video
Sharing
news,
product
info,
testimoni
als
Sharing
videos.
Best for
What?
Sharing
engaging
content,
reaching
a large
audience
Sharing
original
content
and
reaching
large
audience
Sharing
products,
How-
to/tips.
Increasin
g your
searchabi
lity and
expertise
Sharing
engaging
content,
reaching
a large
audience
Thought
leadershi
p
Sharing
engaging
content,
reaching
a large
audience

10. Content Strategy for Social Media
● Post around the brand identity
● Let your picture do talking – People love food when they see on Social media
Platforms. Actual images of food can go long way in showcasing your restaurant
dishes.
● Share Health tips, kitchen tips and free recipes
● Doing exciting food related contest –Social Media page of a restaurant is all about
food and there’s nothing better then organizing the magic food based contest. For
e.g. for World Pasta Day (Oct 25th )
● Promote your restaurant offers – Promote your restaurant offers through social
media ads and reach out to a larger targeted audience.
● Celebrate Special day with fans – Fans love when a brand wishes them on special
occasion.
● Share interesting Food facts
● Spot the difference in the images.
● Show off your staff - Show off your staff doing what they do best! Seeing happy,
smiling employees does wonders for your reputation, as customers long to be served
by joyful workers.

11. Lets explore
exciting Ideas to
engage your
customer.

12. Click Your Food Contest!
● Ask fans and followers to pick
up their cameras and try their
hand at food photography.
● Capture marvelous (and
appetizing) photographs of all
types of food from fruit to
feasts and give caption for the
photograph.
● This campaign could be
uploaded to: Facebook,
Instagram and Twitter using
tag #ApplebeesME
● Best Photograph with great
caption will win.
● 3 Winner will get dinner
vouchers.

13. Food related Contest for World
Pasta Day (Oct 25th )
● In celebration of World
Pasta Day have an
exclusive competition.
● Ask the fans and
followers to tell “What
your favorite Pasta-
based meal is?”
● This campaign could be
uploaded to: Face book
and Twitter using tag
#PastaDay
● Three winner will be
chosen from all entries.
● Winner will get

14. Employee appreciation
● Take a photo/video of
your staff working
with your product or
menu items. It could
be a chef, a waitress,
or even a busboy.
● Post them to your
company social media
platforms .
● Use these types of
photos to show that
you’re an
establishment that
values the people that
work for you.
● It shows that you’re a

15. It’s all about loving your
Customers
Share the happy
experience stories of
the customer
through video or
pictures on Social
Media Platforms.
It will encourage
your fans to visit
your restaurant!

16. Social Media Platforms to be
Managed
Social Media Platforms KPI Deliverables
Facebook Increase engagement
and audience reach.
Increase FB fans, likes,
share and comments.
Creative cover photo and
About Us section.
10 posts weekly
7 day posting.
Twitter Increase engagement
and audience reach.
Increase followers,
retweets, favourites and
replies.
Creative cover photo.
18 tweets weekly
7 day posting
Google + Increase engagement
and audience reach.
Increase followers,
retweets, favourites and
replies.
Creative cover photo and
About Us section.
6 posts weekly

17. Social Media Platforms to be
Managed
Social Media Platforms KPI Deliverables
Instagram Increase engagement
and audience reach.
Increase followers, like
and comments.
Creative cover with
entire profile setup.
Upload pictures.
1images per day.
LinkedIn Increase engagement
and audience reach.
Creative cover with
profile setup.
3 posts per week.
Pinterest Increase engagement
and audience reach.
Creative cover and
profile setup
Pin images on food, ser
YouTube Increase engagement
and audience reach.
Increase video views.
Channel cover and
profile.
Upload videos.
six video year (30 sec - 2
mins)

18. Ongoing Management
● Fortnightly Meeting on Social Media Platforms strategy and
management. To present creative post and get approvals.
● Monthly Reports on all Social Media Platforms performance.
● Schedule for monthly content posts created and approved.
● Campaign report after the completion of the Campaign.
● Online Reputation Management - A process by which
restaurants can monitor, influence and improve feedback
that people leave about them on the social media platforms.
Will closely monitors the online conversations about the
restaurant on all social media platforms pages on daily basis.
● Advertising on social media platforms, Google adwords or
mobile marketing. Advertising Budget to be allocated
separately.

19. Thank You