NYU Masters Project: Social Media Campaign for Seamless

1. SEAMLESS
Social Media Strategy Brief
Mariel Espejo
May 12, 2014

2. The Agenda
• Overview
• Assets
• Limitations
• Market Trends
• Competitive Analysis
• Target Audience
• Recommendations
• Social Media Strategy Framework
• Strategy
• Budget allocation
• Next Steps

3. Overview
Easiest free, most convenient way to order delivery and takeout available on web
and mobile
• In May 2013, merged with GrupHub covering about 25,000 restaurants and 500
cities covering USA, and London
• Revenue of 1 Million in 2013
• 75 Billion food delivery market place
• 7.5 Billion take out market place
• 25 Billion delivery spend across 39 markets in USA
• Over 40% of the total volume orders are via mobile and tables platforms
• Users with smartphones, Ipad, and web orders account for five times as much
customers using only mobile
• Some users order more than five meals a day
• More than 1 million of App downloads
• Avg. new member would try eight new restaurants
• 92% of new members try new restaurants
• Customer Care Team

4. Assets
• More than 50% of customers place an order via mobile
• Over 40% of the total volume via mobile and tables orders
• Over 12,000 restaurants and 80+ cuisine types
• More than 50% of customers will place an order via of Seamless mobile platforms
• More than 1M+ members
• More than 12,000 partners
• Pay for performance
• Transaction fee
• Demand driven network

5. Digital Assets
• Website
• My Order History
• Bookmarked Restaurants
• Favorite Meals
• Digital presence on:
ü Twitter: 107,000 followers
ü Instagram: 3,021 followers
ü Google +: 2.6K
ü Youtube: 248 subscribers
ü Facebook: 420,000 likes
• Blog,”The Delivery Bag”
• Mobile App
• iPhone
• Ipad
• Android
• Food tracker at participating restaurants

6. Market Trends
• Perceived control and convenience
• Consumers embrace online ordering because of its ease, speed and precision, while
restaurants see the potential for increased revenue and fewer errors
• Customized order
• Consumers can choose their delivery payment method
• Over the past two years, downloading apps is the second-fastest growing cell phone
function that users have on their cellphones

7. Market Trends
Source: http://mashable.com/2012/07/13/restaurants-infographic/

8. Market Trends
Source: http://mashable.com/2012/07/13/restaurants-infographic/

9. Market Trends
Source: http://mashable.com/2012/07/13/restaurants-infographic/

10. Limitations
• Social media integration within App and web platforms
• Crowdsourcing implementation for network effect
• Foursquare integration
• Pinterest presence
• Restaurants/Shops variety within neighborhood desired
• Customer Loyal program
• Promotions discounts
• Effective CRM for complains and third party problems
• Relevant and content engage within SM platforms
• Technology speed
• Advocacy/Brand ambassador program

11. Target Audience (Consumer profiles)
Maria
Alberto
Corporate Business
• College/Graduate Student
• 18+ years
• Lives on her own
• Doesn’t have time to cook
and neither like it
• Busy schedule
• Professional
• 32-45+ years old
• Busy schedule
• Business Company
• Offers lunches for workers
• Search for cuisine variety
delivery convenience
• Does not encourage
workers to eat outside the
organization
Demographics: Age 18-44, Female and Male

12. Competitive Analysis
FoodDelivery.com
• Enable customers to order online from their favorite
local restaurants, grocers, wine and spirits shops, and
stores
• Website: Live Chat feature
• Digital presence on FB, TW, Instagram, and Google+
ü Facebok: 100K+ likes
ü Twitter: 9,762 followers
ü Google+: 75 folllowers
ü Instagram: 519 followers
• Blog
• Corporate Responsibility
• Reviews
• Rewards points

13. Competitive Analysis
Eat24 Order Food Delivery & Takeout
• To keep you from having to cook, shop or wear pants.
Eat24.com. Order today, leftovers tomorrow. Did you just
solve dinner twice? Yes you did.
• Voted Best Food Delivery App
• Coupon code push notifications
• 25K+ restaurants in over 1000 cities
• PayPal, Yelp Reviews Sign in with Google
• Website
• Digital presence on:
ü Twitter: 37,400 Followers
ü Instagram: 10,058 followers
ü Google plus: 800 followers
ü Facebook: Account closed on March 27th
http://blog.eat24.com/breakup-letter-to-facebook-
from-eat24/
ü Pinterest
• Blog
• 24 hours live chat and order status support
• Eat24 hours VIP program
• Eat24 Notes

14. Competitive Analysis
Foodler
• Foodler makes online ordering of take-out and delivery
food from local restaurants quick and easy!
• Website
• Digital presence in Facebook and Twitter:
ü Twitter: 1687 followers
ü Facebook: 74,267 likes, 3,708
• Redeem Points
• Gift cards
• Exclusive restaurant ratings
• Free Delivery with minimum $15 delivery
• Gift card
• Mobile App

15. Create Brand
Awareness
Promote engaging
content utilizing
proper digital
platforms
Promote user generate
content utilizing
crowdsourcing marketing
Centralize customer
service in Twitter profile
Active presence in
Instagram, Pinterest, and
Youtube including CTA
Drive Acquisition
Grow Community
Scale
Word of mouth
Increase partnership
and membership
Increase Purchase
Frequency and
Loyalty
Drive Loyalty
Discounts based on
customer loyalty
Rewards points to
subscriptions and meal
oders
Objectives
Goals
Strategies
Establish social
extensions for all
acquisition activities
Digital Social Media Strategy

16. Strategy
Create brand awareness that boosts interaction
and experience–sharing among users.
Seamless digital platforms will be the Channel to
Drive Acquisition while increasing Brand
Loyalty

17. Content Strategy
• Create relevant and engagement content
stories that will encourage the audience to
interact and participate in the conversation
• The audience will be encouraged to share
their online food delivery experience by
storytelling
• Words such as “Simply”, “24/7”, “Service”
“Caring”, “Experience”, “Simply
“Delivery” would be use to create stories
across social media platforms. This way,
these words will resonated in customers
mind

18. Twitter Strategy
• Promote #hashtags that correspond to contest and customer service utilizing
#AskSeamlessCS to filter customer complaints and services
• Twitter will be the hub for customer support while revealing discount offers and Seamless
related news
• The content team will be encouraged to respond within 10-15 minutes to complaints
and comments on posts
• Reach and follow food connoisseurs influencers
• Leverage from their expertise and network to promote Seamless partnership
• Drive traffic to Pinterest dashboard galleries
• Integrated Twitter signup option within the website
• Migrate FB users to twitter given that most of the FB user generate content are complaints
in addition to the Facebook Zero Phenomenon (refer to source)
Source: https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

19. • Recognize most foodies influencers posting their online food delivery habits
• Recipes of different cuisines, “Five minute Cook” Video Series
• Short videos showing the experience need for ordering for food delivery online
• Brief videos promoting Seamless partners network
• Word of mouth
• Awareness
• Promote Youtube content in Twitter and other platforms
Youtube & Instagram Strategies
Youtube
Instagram
• Publish branded high resolution content
• Publish content by food category and cuisine
• Leverage food influencers accounts to promote seamless
• Publish exclusive restaurants dishes to incentivize its ordering
• Create contests utilizing relevant #hastaghs to create UGC

20. • Create an account that will display different types of cuisine dashboards
• Each dashboard will offer particular dishes that can be order through Seamless
• Dashboards will also display best dishes for breakfast, lunch, dinner suggestions
• Feature recipes linking to seamless blog posts
Pinterest Strategy

21. Loyalty Program Strategy
• Redeem Delivery Points for every dollar spend on seamless web and mobile
• Points will be redeem for gift cards, services subscriptions, among others…
• Treat the “loyal” customer with free delivery once a month depending on his/hers
numbers or orders
• Create weekly discount coupons
• The program will allow to create word of mouth and incentive membership increase

22. Recommendations
• Engage with audience, responsive to fans comments on all Social Media platforms
• Create entertaining and engaging videos utilizing influencers
• Establish human voice and tone for the brand by increasing engagement during
weekends and business hours
• Develop Instagram contests to create user generated content
• Use strategically FB, TW, and Instagram profiles considering their respective objectives
per channel
• Establish cohesive and consistent messaging that is audience specific and can span
across various channels
• Create a Pinterest account to leverage visual imagery and website integration
• Use of email-marketing and social media platforms to inform users about new
restaurants partnerships, and weekly discounts

23. Budget Allocation
• Social Media Strategy: $5,000 to $7,000 monthly
• Content development: $3,000 to $5,000 monthly.
• Social Media Mgt: $3,000-$5,000 approx. monthly.
• Monitoring tools: Range from $10 to $5,000 monthly.
Source: http://www.clickz.com/clickz/column/2234878/how-to-effectively-budget-your-social-media-program-in-2013

24. Content Organic
Audience
Interactions
Viral audience RESULTS
|
Measurement
–
Process
steps
Next steps
Measurement – KPIs by Process Step and by Channel

25. •
Categories
of
content
posted
(recipes,
cuisine,
breakfast,
dinner,
lunch
op8ons)
•
Types
of
content
posted
(photo,
CTA
links)
•
Unique
and
total
impressions
directly
generated
by
content
on
the
brand’s
page
in
a
certain
period.
•
Unique
and
total
impressions
directly
generated
by
content
on
partner
profiles
or
pages
in
a
certain
period.
•
Comments;
•
Shares;
•
Pins
on
different
dashboards
•
Unique
and
total
impressions
generated
via
likes,
comments,
shares,
posts
on
the
wall,
or
tags.
•
Improved
access
and
interac8on
metrics
recorded
by
the
channel
(measured
via
Google
Analy8cs
in
case
of
customized
tabs)
•
Access
to
the
site
or
other
promoted
URL
•
Users
followers
Content
Organic
Audience
Interactions Viral Audience RESULTS
|
Measurement
–
KPIs
by
Process
Step
and
by
Channel*
*
Board
above
shows
a
few
examples
of
the
main
indicators
used.
Other
variables
are
available
and
can
be
used
to
evaluate
channel
performance.
Next steps - Pinterest
Measurement – KPIs by Process Step and by Channel*

26. •
Categories
of
content
posted
(ins8tu8onal,
aspira8onal,
service,
publicity,
etc.)
•
Types
of
content
posted
(links,
videos,
photos,
etc.)
•
Unique
and
total
impressions
directly
generated
by
content
on
the
brand’s
page
in
a
certain
period.
•
Unique
and
total
impressions
directly
generated
by
content
on
partner
profiles
or
pages
in
a
certain
period.
•
Likes;
•
Comments;
•
Shares;
•
Posts
on
the
Wall
•
Tags
on
photos
or
text
•
Unique
and
total
impressions
generated
via
likes,
comments,
shares,
posts
on
the
wall,
or
tags.
•
Improved
access
and
interac8on
metrics
recorded
by
the
channel
(measured
via
Google
Analy8cs
in
case
of
customized
tabs)
• Media
consump8on
(e.g.:
video
views)
•
Access
to
the
site
or
other
promoted
URL
•
Par8cipa8ons
in
promo8ons
•
Users
registered
•
Sales
leveraged
by
the
channel
Content
Organic
Audience
Interactions Viral Audience RESULTS
|
Measurement
–
KPIs
by
Process
Step
and
by
Channel*
*
Board
above
shows
a
few
examples
of
the
main
indicators
used.
Other
variables
are
available
and
can
be
used
to
evaluate
channel
performance.
Next steps - Instagram
Measurement – KPIs by Process Step and by Channel
*

27. •
Categories
of
content
posted
(ins8tu8onal,
aspira8onal,
service,
publicity,
etc.)
•
Types
of
content
posted
(links,
videos,
photos,
etc.)
•
Customer
service
response
•
Number
of
followers
on
the
brand’s
profile.
•
Number
of
followers
on
partners’
profiles.
•
Retweets
•
Men8ons
•
Replies
•
Use
of
specific
hashtags
• Direct
Messages
• Customer
Support
•
Users
poten8ally
impacted
via
RTs,
men8ons,
replies,
and
hashtags.
•
Media
consump8on
(e.g.:
video
views)
•
Access
to
the
site
or
other
promoted
URL
•
Par8cipa8ons
in
promo8ons
•
Users
registered
•
Sales
leveraged
by
the
channel
• Improved
access
and
interac8on
metrics
recorded
by
the
channel
Content Organic Audience Interactions Viral Audience
|
Measurement
–
KPIs
by
Process
Step
and
by
Channel*
RESULTS
*
Board
above
shows
a
few
examples
of
the
main
indicators
used.
Other
variables
are
available
and
can
be
used
to
evaluate
channel
performance.
Next steps - Twitter
Measurement – KPIs by Process Step and by Channel*

28. •
Categories
of
content
posted
(ins8tu8onal,
user
generated
content,
Call
to
ac8on
invi8ng
fans
to
migrate
to
TwiQer
profile
for
customer
support
and
news
•
Types
of
content
posted
(photos,
blog
posts)
•
Unique
and
total
impressions
directly
generated
by
content
on
the
brand’s
page
in
a
certain
period.
•
Unique
and
total
impressions
directly
generated
by
content
on
partner
profiles
or
pages
in
a
certain
period.
•
Likes;
•
Comments;
•
Shares;
•
Posts
on
the
Wall
•
Unique
and
total
impressions
generated
via
likes,
comments,
shares,
posts
on
the
wall,
or
tags.
•
Increase
Instagram
and
TwiQer
engagement
with
FB
users
•
Access
to
the
site
or
other
promoted
URL
•
Faster
response
in
twiQer
•
Customer
service
migrated
to
TwiQer
•
Ability
to
transfer
FB
Budget
to
others
plaTorms
and
digital
inni8a8ves
Content
Organic
Audience
Interactions Viral Audience RESULTS
|
Measurement
–
KPIs
by
Process
Step
and
by
Channel*
*
Board
above
shows
a
few
examples
of
the
main
indicators
used.
Other
variables
are
available
and
can
be
used
to
evaluate
channel
performance.
Next steps - Facebook
Measurement – KPIs by Process Step and by Channel*
Key objective: Migrate FB users to Twitter and Instagram accounts

29. THANK YOU