This document proposes a 2015 social media advertising plan for Applebee's and IHOP restaurants. It outlines key details of the two brands, including their strengths in number of locations and market presence. The proposal recommends objectives, strategies, tactics and budgets to increase engagement and awareness across major social media platforms. The goals are to boost positive sentiment, reach, shares and traffic to brand pages.
Hogan Digital Marketing Plan for Asia PacificJhang Yuting
Hogan Digital Marketing Plan
- Customized strategies through digital communication planning with global extension.
- The strategies tailored with different merchandising in Asia Pacific market
- Enlarging the brand awareness and visibility.
- Targeting young generation with a creative approach.
Digital Marketing - Baroness Coffee CaseCole Ericson
In a digital marketing class, my teammates and I put together and ran a Pay Per Click campaign for a small Denver coffee seller to learn how Google's advertising tool worked, and what it could do for our client.
TabSite Webinar: Integrating Offline and Online MarketingMike Gingerich
TabSite webinar where we interview Houston Agency, Lewis & Partners, to showcase examples on how to best integrate offline and online marketing. Includes case studies and practical tips for using Facebook Fan Page tabs, web, social media, print, and more.
Hogan Digital Marketing Plan for Asia PacificJhang Yuting
Hogan Digital Marketing Plan
- Customized strategies through digital communication planning with global extension.
- The strategies tailored with different merchandising in Asia Pacific market
- Enlarging the brand awareness and visibility.
- Targeting young generation with a creative approach.
Digital Marketing - Baroness Coffee CaseCole Ericson
In a digital marketing class, my teammates and I put together and ran a Pay Per Click campaign for a small Denver coffee seller to learn how Google's advertising tool worked, and what it could do for our client.
TabSite Webinar: Integrating Offline and Online MarketingMike Gingerich
TabSite webinar where we interview Houston Agency, Lewis & Partners, to showcase examples on how to best integrate offline and online marketing. Includes case studies and practical tips for using Facebook Fan Page tabs, web, social media, print, and more.
What website is best? Does email work? Social Media marketing can be confusing Facebook, Twitter, Instagram, Google+ and the list goes on and on. Which tools to use?
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Presented at DIRECT Wine conference by Ship Compliant to cover online best practices for winery Direct To Consumer (DTC) marketing. By Pete Harrison and Ron Scharman.
An overview of the significant role that interior secondary window systems have in energy savings, efficiency, security, and comfort for existing buildings where window replacement is not desirable.
What website is best? Does email work? Social Media marketing can be confusing Facebook, Twitter, Instagram, Google+ and the list goes on and on. Which tools to use?
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Presented at DIRECT Wine conference by Ship Compliant to cover online best practices for winery Direct To Consumer (DTC) marketing. By Pete Harrison and Ron Scharman.
An overview of the significant role that interior secondary window systems have in energy savings, efficiency, security, and comfort for existing buildings where window replacement is not desirable.
Operator Overloading and Scope of VariableMOHIT DADU
This slide is completely based on the Operator Overloading and the Scope of Variable. The example given to explain are based on C/C++ programming language.
My Bachelor of Business (Music Industry Management) degree framed and my Bachelor of Business (Marketing & Public Relations) degree framed and then unframed to show more detail.
Make Money with Affiliate Marketing - A Guide For New AffiliatesDanay Escanaverino
Affiliate Marketing 101 is a guide that teaches the basics of Affiliate Marketing and the strategies you can use to start making money as an affiliate today.
The presentation "How to Leverage Social Media to Generate Revenue" provides details on how businesses can establish social media best practices and use social media to achieve business goals including increasing revenue.
6 big differences between good & great social media marketersFalcon.io
If your idea of marketing entails dropping the occasional blog post and hoping it makes a splash, you may need to rethink your strategy. Taking your social marketing from good to great means always being on your A-game.
In this webinar you'll discover:
- How to get organized and save hours of work
- How to grow an audience, regardless of budget
- What great marketers focus on beyond just metrics and numbers
These days, engagement on Facebook is an essential marketing tool. It helps grow businesses – fast! In fact, 80% of social network users prefer to connect to businesses through Facebook. In this presentation we’ll share examples of successful Facebook marketing, as well as:
- How to create the right content for your business
- Facebook best practices
- Paid Facebook marketing (DIY v. DIFM)
To learn more about social media and Facebook marketing, please visit https://ww.deluxe.com/small-business/social-media/marketing
The Key to Success on Social Media - Samantha Singer - Marketing Success - Au...Marketing Success
The topics will include:
- principles of social media marketing
- how to generate revenue through social media
- social media ads – are they worth it?
- using social media in an authentic manner
- Facebook, Twitter, Periscope, Snapchat – how to determine the relevant social media channels available
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
Similar to Digital marketing class presentationpdf (20)
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
1. 2015 Social Media Advertising Proposal9/15/2014
1050
Media &
Marketing
Solutions
2. 1050
Media &
Marketing
Solutions
2dineEquity is the largest full-service restaurant company in the world, by # of units
Company 2014 Position
2,000+ Restaurants
1,600+ Restaurants
2,600+ Restaurants Worldwide!
3. 1050
Media &
Marketing
Solutions
3dineEquity’s ROI over the past 5 years is better than twice the Value Line Restaurant index, and almost 3x the S&P 500; it’s continuing to out-perform both in 2014Company 2014 Position
4. 1050
Media &
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4Applebee’s continues to be the leader in the casual dining restaurant segment -- the largest chain in the category
•Has experienced some decline in sales over the past three years along with the rest of the casual dining category
•However, 1Q14 comp store sales increased by .8%, showing renewed company strength
Company 2014 Position
5. 1050
Media &
Marketing
SolutionsIHOP is the dominant player in the family-style restaurant category
•Only true national competitor, Denny’s, has experienced a 12-month decline in stock price and flat comp sales
•Whereas IHOP has gone from -.5% comp sales in 1Q13 to +3.9% in 1Q14
Company 2014 Position
4Q13
$7.33
3Q14$6.801Q13-0.1% 1Q140.0%
1Q13
-0.5%
1Q14
3.9%
6. 1050
Media &
Marketing
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6The goal is simple: Keep both brands on their upward trajectories
•Give Applebee’s guests even more reasons to come in
•Keep reinforcing IHOP’s place as a restaurant icon that still keeps it up-to-date
7. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Strengths
•In 48 states --most communities have a location
•Availability of beer/wine/liquor at many locations allows for a broader customer base
No HI or MD
8. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Weaknesses
•Not perceived as cutting edge in the restaurant category
•System menu development requirements often slow down menu item introduction to market
•Reinforces perception as not cutting edge
BORING
9. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Opportunities
•Many markets/franchisees available for test marketing
•Many opportunities to reach out to bloggers to beta test new recipes
10. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Threats
•Smaller competitors positioned to more quickly take advantage of emerging trends
•Still-weak economy encouraging value pricing mentality
11. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Strengths
•In all 50 states --most communities have a location
•Many locations open late, or 24 hours
•Family dining category somewhat insulated from culinary fads
12. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Weaknesses
•Almost no locations serving alcohol
•Perception as “occasion” restaurant
13. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Opportunities
•Many markets/franchisees available for test marketing
•Many opportunities to reach out to bloggers to beta test new recipes
14. 1050
Media &
Marketing
Solutions
Social Media Landscape
•Threats
•Still-weak economy encouraging value pricing mentality
15. 1050
Media &
Marketing
Solutions
Social Mention Analysis & Research
•266 mentions, including:
•99 Twitter
•42 YouTube
•17 Facebook
•14 Delicious
•Mention once every minute+ -fair
•3:1 ratio positive/negativeSignificant # of mentions on Friendfeed, an aggregator site SocialMention.com –“IHOP” search 8:17 PM, 8/30/14
16. 1050
Media &
Marketing
Solutions
•438 mentions, including:
•99 Twitter
•96 Photobucket
•50 Delicious
•50 YouTube
•18 Facebook
•Mention once every 19 seconds -excellent
•9:1 ratio positive/negative
•Significant # of mentions on Friendfeed, an aggregator site SocialMention.com –“IHOP” search 8:25PM, 8/30/14
Social Mention Analysis & Research
17. 1050
Media &
Marketing
Solutions
Audience Analysis & ResearchAudience Exemplars Yvonne
•Female 29
•$45k personal income
•Club & bar scene
•Dance/hip-hop music fan
•Into shoes, jewelry, & make-up
•Regularly goes to gym & yoga
Danica & Sean
•A35-54
•$100-125k personal income each
•Married
•College graduates
•Homeowners
•Employed in advertising
•Love jazz & theater
•Apple fanatics
James, Kurt, & Reed
•Males 30-49
•$75k+ personal income each
•College grads
•Homeowners
•Technophiles
•College football fanatics
•Bourbon enthusiasts
18. 1050
Media &
Marketing
Solutions
Audience Exemplars
Jeannette & Kay
•Female 27-33
•$55-75k personal income each
•College grads
•Club & bar scene
•Office workers
•Romance novel readers
Jorge
•Male 34
•$90k personal income
•College grad
•Football & basketball fan
•Enjoys gambling
•Likes rock and soul
•Plays shooter video games
•Night shift manager, tech service company
Jiang & Mei
•38-42
•$50-125k personal income each
•College grads
•Avid readers
•Hikers & cyclists
•Smartphone & tablet ownersAudience Analysis & Research
19. 1050
Media &
Marketing
Solutions
From Research To StrategyWe’ve identified key markets, and important sub-markets, for each brand
•Adults 25-49, $50k+ HHI, college grad
•Adults 25-34, $40-65k HHI, club goers
•Sub-markets:
•Male sports fans
•Females 21-29, club goers
•Married adults, 35-54
20. 1050
Media &
Marketing
SolutionsFrom Research To StrategyWe’ve identified key markets, and important sub-markets, for each brand
•Adults 25-49, $50-100k HHI, married
•Adults 35+, $75+ HHI, college grad
•Sub-markets:
•Female 25-39, office worker
•Adults 25-34, club goers
•Night/swing shift workers
21. 1050
Media &
Marketing
Solutions
Communications Objectives & StrategiesGet the word out that Applebee’s is regularly introducing new menu itemsIncentivize trial of LTOs & menu additions, particularly in local / regional tests; behind-the-scenes looks at Applebee’s test kitchensMore & better feedback to assist with further developmentObjective
Digital Strategy
Desired Outcome
22. 1050
Media &
Marketing
SolutionsGet people excited about what Applebee’s is doing online -- promotions, contests, sweepstakes - -as well as cool trivia games, photo galleries, and recipesCommunications Objectives & StrategiesLeverage all Applebee’s social media accounts, and encourage fans / followers to share; reinforce with paid online advertisingIncreased brand awareness, positive sentimentObjectiveDigital StrategyDesired Outcome
23. 1050
Media &
Marketing
Solutions
Communications Objectives & StrategiesIncrease brand interaction -- assign more senior-level personnel to review, and answer, social media comments/questionsProvide training and support across the company
Better relations with our customers --more goodwill for new initiativesObjectiveDigital StrategyDesired Outcome
24. 1050
Media &
Marketing
SolutionsContinue to develop the IHOP “voice” as the one that understands how important family & friends areConstantly highlight family / friends outings; provide holiday tips for traveling, gifts, decorating, etc. Increased online visits to pages focusing on this contentObjectiveDigital StrategyDesired OutcomeCommunications Objectives & Strategies
25. 1050
Media &
Marketing
Solutions
Show that IHOP is still the leader in making going out to eat funIncentivize trial of LTOs & menu additions, particularly in local / regional tests; behind-the-scenes looks at IHOP’s test kitchensMore & better feedback to assist with further developmentObjectiveDigital StrategyDesired OutcomeCommunications Objectives & Strategies
26. 1050
Media &
Marketing
SolutionsGet people excited about what IHOP is doing online -- promotions, contests, sweepstakes - -as well as cool trivia games, photo galleries, and recipesLeverage all IHOP’s social media accounts, and encourage fans / followers to shareIncreased brand awareness, positive sentimentObjectiveDigital StrategyDesired OutcomeCommunications Objectives & Strategies
27. 1050
Media &
Marketing
Solutions
Objectives to Strategies to TacticsShowcase Applebee’s new menu itemsIncentivize trial of LTOs & menu additionsMore & better feedback to assist with further developmentObjectiveDigital StrategyDesired Outcome
•Reach out to food bloggers in Applebee’s test markets, inviting them to join us
•Instagram behind-the-scenes photos
•Videos of blogger reactions
•Food blogs
•Foodie fans on Facebook, Twitter
•Instagram
•Add Photobucket account
•YouTube, Vine
TacticsPlatform(s)
28. 1050
Media &
Marketing
SolutionsExcitement about Applebee’s online
Objectives to Strategies to TacticsLeverage all Applebee’s social media accountsIncreased brand awareness, positive sentimentObjectiveDigital StrategyDesired OutcomeTacticsPlatform(s)
•Promote through paid media where available
•Post scores, top sharers, news on virality, etc.
•Digital shout-outs to participants
•All Applebee’s social media accounts::
•Facebook for tips, lists
•Twitter for shout outs
•Instagram for photos
•YouTube, Vine for videos
29. 1050
Media &
Marketing
Solutions
Objectives to Strategies to TacticsIncrease brand interactionProvide training and support across the companyBetter relations with customersObjective
Digital Strategy
Desired OutcomeTacticsPlatform(s)
•Promote internally with key staff
•Get key staff interacting on social media
•Internal email, blogs
•All Applebee’s social media accounts
30. 1050
Media &
Marketing
Solutions
Objectives to Strategies to TacticsDevelop the IHOP family/friends “voice” Focus on/promote family / friends occasionsIncreased online visits to pages focusing on this contentObjectiveDigital StrategyDesired Outcome
•Develop holiday promotions, events, walls / albums. Etc.
•Give shout outs to family / friends stories, photos, videos
•All IHOP social media accounts::
•Facebook for tips, lists
•Twitter for shout outs
•Instagram, Photobucket for photos
•YouTube, Vine for videos
Tactics
Platform(s)
31. 1050
Media &
Marketing
SolutionsShow IHOP makes dining out funObjectives to Strategies to TacticsObjectiveDigital StrategyDesired OutcomeTacticsPlatform(s)
•All IHOP’s social media accountsIncentivize trial of LTOs & menu additions
•Reach out to food bloggers in IHOP test markets, inviting them to join us
•Instagram behind-the-scenes photos
•Videos of blogger reactionsMore & better feedback to assist with further development
32. 1050
Media &
Marketing
Solutions
Objectives to Strategies to TacticsObjective
Digital Strategy
Desired OutcomeTacticsPlatform(s) Excitement about IHOP onlineLeverage all IHOP’s social media accounts
•Promote through paid media where available
•Post scores, top sharers, news on virality, etc.
•Digital shout-outs to participants
•All IHOP’s social media accountsIncreased brand awareness, positive sentiment
33. 1050
Media &
Marketing
SolutionsApplebee’s Online Calendar
SEO
Digital Promotions
JAN
stuffed steak, steak dinner
New Year’s resolution photo contest, Top 10
NY’s resolutions
FEB
seafood platter, seafood combo
President’s Day trivia, Valentine’s Day dinner,
seafood combo tzr
MAR
St. Patrick’s Day trivia, corned beef sandwich
APR
griller salad, grilled steak salad, grilled chicken salad, grilled fish salad
Easter photo contest, “You Know You’re From…” city trivia contest, griller salads tzr
MAY
Mother’s Day photo contest, Memorial Day
photos
JUN
fair food, fair food items, county fair food
summer drink contest, 4thof July trivia, fair food funtacular tzr
Stuffed Steak Medallions
Seafood Combos
Griller Salads
seafood platter, seafood combo
griller salad, grilled steak salad, grilled chicken salad, grilled fish salad
34. 1050
Media &
Marketing
Solutions
Applebee’s Online Calendar
JUL
fair food photos, fair food item lists, county fairs nationwide
AUG
fair food photos, fair food item lists, county fairs nationwide appetizer extravaganzatzr
Appetizer platter, appetizer extravaganza
SEP
Back to school photos, BTS lists, “Smarter Than A 5thGrader” quiz
OCT
Halloween photo contest, pumpkin carving contest, open Thanksgiving, open,Christmas, holiday dinner tzr
holiday dinner favorites
NOV
Football trivia, holiday dinner, open Thanksgiving, open
Christmas
DEC
holiday dinner, open Christmas, (TBD)
TBD
Fair Food Funtacular
Appetizer Extravaganza
Holiday Dinner Favorites
Digital Promotions
SEO
Appetizer platter, appetizer extravaganza
fair food, fair food items, county fair food
holiday dinner favorites
35. 1050
Media &
Marketing
Solutions
IHOP Online Calendar
breakfast sandwich, bacon sandwich, chocolate
drinks
bacon trivia, specialty hot chocolate
pancake, pancake sandwich, chocolate drinks
fan fave photos, Valentine’s Day breakfast,
pancake sandwich tzr
pancake, pancake sandwich, chocolate drinks
build your own omelet contest, Ireland trivia
santa maria bbq, california bbq
Easter photo contest, IHOP trivia, Santa Maria BBQ tzr
santa maria bbq, california bbq
Mother’s Day trivia, Memorial Day photos
island tooti, rooti tooti
4thof July trivia, summer photos,
island tooti tzr
Breakfast Bacon Pockets
Pancake Sandwiches
Santa Maria BBQ
Digital Promotions
SEO
JAN
FEB
MAR
APR
MAY
JUN
36. 1050
Media &
Marketing
Solutions
Digital Promotions
IHOP Online Calendar
Summer travel photos, beach movie trivia
“It’s so hot…” photo contest, ice cream trivia, summer clothes photos, stuffed croissant french toast tzr
stuffed croissant
Back to school tips, school safety tips, sports team photo contest
Stuffed croissant
Halloween baby costume photos, pumpkin carving photos, Halloween trivia, holiday dinner salads tzr
holiday salad
Thanksgiving trivia,fall photos, football trivia
Xmas decoration photos, wish lists, fruitcake uses, (TBD)
TBD
Island Tooti Fresh & Fruity
Stuffed Croissant French Toast
Holiday Dinner Salads
SEO
JUL
AUG
SEP
OCT
NOV
DEC
holiday salad
island tooti, rooti tooti
38. 1050
Media &
Marketing
Solutions
Social Media Goals
•Increase average positive sentiment 15-20%
•Increase overall reach 10-20%
•Increase shares/retweets 5%
•Maintain current high positive sentiment levels (8:1 to 11:1)
•Increase overall reach 5-10%
39. 1050
Media &
Marketing
Solutions
Key Contacts
Michael Lawrence
SM Manager, Blogger Outreach
Hans Overstreet
Video/Photo Curation
& Scheduling
Libby Castanon
Writer/Content Development
Doug Beardsley
IHOP Legal
Aaron Sookman
Applebee’s Legal
Jerry Parker
Applebee’s Operations
Seamus Toy
IHOP Operations
Rina Singh
Applebee’s Public Relations
LaWanda Page
IHOP Public Relations
1050
Media &
Marketing
Solutions
Kameran Tanin
Administrative Coordinator