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Social Media Marketing Strategy
Some thoughts on the external environment
%
Marketers found a whopping 42% to 57% lead generation due to their efforts in content
and social media in 2013.
A great social media marketing plan should be
backed up by a strong content strategy
Insights
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.
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.
51 % of social media savvy individuals say restaurants are
an essential part of their lifestyle.
Source : National Restaurant Association 2011 Restaurant Industry Forecast
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
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
Fans are 41 % more likely to recommend a fanned product to
their friends.
Source : National Restaurant Association 2011 Restaurant Industry Forecast
Facebook fans make 36 % more visits each month to restaurants
they are fans of.
Rice University's Jones Graduate School of Business
Our Vision
• Brand Awareness
• Driving sales
• Forming a community of people who share your value
• Listening to the feedback about the brand Carinos, Coffee Beans &
• Brand Awareness
• Driving sales
• Forming a community of people who share your value
• Listening to the feedback about the brand Carinos, Coffee Beans &
• Brand Awareness
• Driving sales
• Forming a community of people who share brand’s value
• Listening to the feedback about the brand Carinos, Coffee Beans &
• Brand Awareness
• Driving sales
• Forming a community of people who share brand’s value
• Listening to the feedback about the brands
The Framework
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
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
Social Media Objectives Increasing fan base Social Engagements
Focus on facebook, twitter & I nstagram
Increasing fan base
Social Engagements
Social Media Objectives Increasing fan base Social Engagements
Focus on facebook, twitter & I nstagram
Increasing fan base
Social Engagements
Focus Channels
Focus Channels
Focus Channels
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
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
Social Media Audit Exercise
• 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.
• 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
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
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
Confirm the voice & Tone
• 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?
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
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
Identifying the target
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
Research Competition
• Compiling list of competitors & international players
• Pay attention to the type of content they’re posting and its context
• Calculating the engagement rate of the competition
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
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
Channels Chosen & Tactics
Additional Channels to target
Reddit, Foursquare, Wordpress, Slideshare, Pinterest, google+, youtube, Ello, & Tumblr
Channel Tactics
Terms definition • Impressions are 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.
• Reach is the number of unique people who received impressions of a Page post
• Engagement rate is the percentage of people who saw a post that liked, shared, clicked or commented on it.
• Organic reach is 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.
• The number of Engaged Users serves as a valuable metric for measuring content
performance and the quality of your audience. Monitoring Engaged Users as a percentage of fans over time can help you determine whether you’re growing an active
audience.
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)
KPI for Twitter • Followers (growth)
• Follower segmentation: interests, location, gender, etc.
• Total Impressions (organic, paid)
• Engagement rate
• Tweet activity: retweet, favorites
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)
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
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
Creating a content strategy and editorial calendar
Strategy is all about • Type of content
• Time of posting
• Frequency of posting.
Forms of content
• Text only, images, links, video
Engagement Strategy
• ‘Ask questions’ articulation
• Posting photos with the image enhancement tools
• Strategizing contests
• Call to action ideation
Engagement strategy • Contests
• Like gated coupons
• Facebook Ads
• Like button to your blog
• Content
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
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
Allocate Budget and Resources
Assigning roles
Knowing who’s responsible for what increases productivity and avoids confusion and
overlapping efforts.
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
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
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
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
Tools Required* Projected cost per month
*Date be provided during the budgeting
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
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
Action Plans
Detailed plan
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,
60 - 75 Social interactions, Twitter
75 - 90 Instagram promotions, Review
Plan summary
• 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.
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
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
Test, Evaluate and adjust the social media plan
• Research suggests that time and experience will bring results to social media marketing
• Treating channels as an individual entity
Thanking You