An attempt to put a framework on social media marketing for restaurants in Middle east. The frame work comprises of Social Media Objectives
Social Media Audit
Voice & tone confirmation
Identifying target
Competition analysis
Focused Channels
Channel Tactics
Content Strategy
Budgeting & Resourcing
Action Plan
Review, corrections & adjusting
Also insights are backed up with data and dashboards.
9. It is important to understand the
value of a visitor. Each visitor
becomes one of three things; a
browser, an influencer or a
transacting customer.
10. It is important to understand the
value of a visitor. Each visitor
becomes one of three things; a
browser, an influencer or a
transacting customer.
11. 51 % of social media savvy
individuals say restaurants are
an essential part of their lifestyle.
Source : National Restaurant Association 2011 Restaurant
Industry Forecast
12. On average fans spend an
additional $71 on products for
which they are fans compared to
those who are not fans.
Source : National Restaurant Association 2011 Restaurant Industry
Forecast
13. On average fans spend an
additional $71 on products for
which they are fans compared to
those who are not fans.
Source : National Restaurant Association 2011 Restaurant Industry
Forecast
14. Fans are 41 % more likely to
recommend a fanned product to
their friends.
Source : National Restaurant Association 2011 Restaurant Industry Forecast
15. Facebook fans make 36 % more
visits each month to restaurants
they are fans of.
Rice University's Jones Graduate School of Business
17. • Brand Awareness
• Driving sales
• Forming a community of people who share your
value
• Listening to the feedback about the brand
Carinos, Coffee Beans&
18. • Brand Awareness
• Driving sales
• Forming a community of people who share your
value
• Listening to the feedback about the brand
Carinos, Coffee Beans&
19. • Brand Awareness
• Driving sales
• Forming a community of people who share
brand’s value
• Listening to the feedback about the brand
Carinos, Coffee Beans&
20. • Brand Awareness
• Driving sales
• Forming a community of people who share
brand’s value
• Listening to the feedback about the brands
32. • Locate and document all existing social media
profiles, official and unofficial
• Check for completion of all details on these
profiles and for consistency in imagery and
message
• Measure key metrics like followers and
engagement
• Possibility of starting account for Four square,
Pinterest, Tumblr.
33. • Maximize your page cover limit
• Evaluating the tab thumbnail
• Maximize use of Tab apps
• Optimize the about section for search
• Customize Facebook URL
• Reviewing the category for business
34. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
35. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
37. • If your brand was a person, what kind of personality would it
have?
• If your brand was a person, what’s their relationship to the
consumer? (a coach, friend, teacher, dad, etc)
• Describe in adjectives what your company’s personality is not.
• Are there any companies that have a similar personality to yours?
Why are they similar?
• How do you want your customers to think about your company?
38. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
39. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
41. Background
Basic details of the personal roles
Key information about persons company
Relevant background info like education or
hobbies
Demographics
Gender
Age Range
Income which include spouse income
Identifiers
Buzz words
Mannerisms
43. • Compiling list of competitors & international players
• Payattention to the type of content they’re posting and its
context
• Calculating the engagement rate of the competition
44. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
45. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
50. Terms definition
• Impressionsare the number of times a post from your Page is displayed, whether the
post is clicked or not. People may see multiple impressions of the same post.
• Reachis the number of unique people who received impressions of a Page post
• Engagementrateis the percentage of people who saw a post that liked, shared, clicked
or commented on it.
• Organicreachis the total number of unique people who were shown your post through
unpaid distribution. Paid reach is the total number of unique people who were shown
your post as a result of ads.
• Thenumberof EngagedUsersserves as a valuable metric for measuring content
performance and the quality of your audience. MonitoringEngagedUsersas a
percentage of fans over time can help you determine whether you’re growing an active
audience.
51. KPI for Facebook
• Page Likes (new likes, unlikes, growth vs previous month
and YoY)
• Total Reach (organic, paid)
• Total Impressions (organic, paid)
• Engaged Users (page level)
• Engaged Users (post level)
52. KPI for Twitter
• Followers (growth)
• Follower segmentation: interests, location,
gender, etc.
• Total Impressions (organic, paid)
• Engagement rate
• Tweet activity: retweet, favorites
53. KPI for Instagram
• Followers (new, lost, growth)
• Total Media (new media over the past month,
photo vs. video)
• Likes (new, total)
• Total Reach (organic, paid)
• Impressions (organic, paid)
• Engagement rate (love, talk, spread)
54. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
55. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
64. Assigning roles
Knowing who’s responsible for what increases
productivity and avoids confusion and
overlapping efforts.
65. Role Responsibility
Moderator Ensuring the framework is implemented as per the plan.
Social media audit to understand the existing capabilities
and leveraging those. Content strategy in terms of giving
ideas to DM to work around the content, verifying the
tone used, target market address. Store visit.
Competition study & success formats replications.
Campaign ideation, tools deployment, identifying best
practices and incorporate learnings into the campaign,
focus on the KPI’s, marketing tactics to be adjusted,
conducting reviews, media to be targeted. Focusing on
the key channels FB, Twitter & Instagram (strategy & roll
out). Social media listening & further actions
Assigned Roles
66. Role Responsibility
Decision maker Close monitoring of the movement of framework.
Supporting Moderator with the existing resources & work.
Responsible for the content creation and delivery.
Generating Campaign ideas.
Responsible for the approval of the ideas suggested, budget
allocation, act as a mentor to the moderator, KPI follow up,
reviewing the process, supporting moderator with his
resource requirements.
Close monitoring of the competition and the relevant
activities.
Custodian of Social media interactions & feedback
Assigned Roles
67. Role Responsibility
Social Media
Champion
Passionate Social media enthusiast who can carry out the
instructions directed from the moderator.
Responsible for curating the ideas from employees. Photos,
Photoshop work, image enhancement work to be carried
out.
To fulfill all the social media profile completion, organized,
multitasking, support in coordinating with stores and
accompanying store visits if required.
Campaign ideas generation and curation.
Assigned Roles
68. In 2013, U.S. companies invested $4.4
billion in social media advertisements.
That number is expected to grow 31%
by the end of this year, according to
eMarketer.
Budgeting
74. Days Focus
1 -15 Social Media Audit
15 - 30 Voice, target, competition, store visit
30 – 45 Content & contest plans
45 - 60
Budgeting, promotional plans, blog roll out,
Facebook
60 - 75 Social interactions, Twitter
75 - 90 Instagram promotions, Review
Plan summary
75. • The three month plan is indicative
• The project can prolong if certain elements need
to be studied in deep or to be waited to see
certain results to occur.
• Restaurant as a business to be imbibed by the
moderator to spell success.
• Success rate is highly depend on the content.
76. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting
77. Social MediaObjectives
Social MediaAudit
Voice & tone confirmation
Identifying target
Competitionanalysis
FocusedChannels
Channel Tactics
Content Strategy
Budgeting& Resourcing
ActionPlan
Review, corrections& adjusting