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SOCIAL MEDIA STRATEGYFOR RESTAURANTSA FRAMEWORK BY BALAJI VIJAYARAGHAVAN
[MARCH 6, 2015]
FRAMEWORKIN THE DIGITAL ERA, IT IS VERY IMPORTANT FOR BRANDS TO POSITION AND PROJECT COMPREHENSIVELY ON EVERY ONLINE MEDIUM
• WEBLOG
• PR
• SOCIAL MEDIA
• MAILING LISTS
• ADS & CAMPAIGNS
WEBLOGCOMMONLY KNOWN AS WEBSITE, WHERE THERE IS AN ACTIVE OPERATIONS OF THE BLOG PAGE. NOTE THE FOLLOWING ON IT:
• BRAND PROFILE
• MENU
• DISTINCT SOCIAL PLUG-INS
• BLOG PAGE
• PODCAST & GALLERY
• E-COMMERCE (IF REQUIRED)
• CONTACT PAGE
PRLETS GET ON THE NEWS!
• NEWS RELEASES
• INTERVIEWS
• GUEST WRITINGS
• CHARITIES
• EVENTS
• BUZZ (CAMPAIGNS)
• PODCASTS (COOKERY)
SOCIAL MEDIA
PLATFORMSTHERE ARE A LOT OF PLATFORMS, IT IS VERY IMPORTANT TO HAND PICK THE PLATFORMS THAT WILL HELP THIS SECTOR
• GOOGLE+
• YOUTUBE
• ZOMATO & YELP
• FOURSQUARE & SWARM
PLATFORM: TWITTERGUIDELINES
• MAKE SURE YOUR BRAND CARRIES A SIGNATURE HASHTAG
• TWEET ABOUT YOUR BRAND, GIVE SOME DAILY UPDATES
• GET INVOLVED IN CONVERSATIONS WITH BRANDS THAT SPEAK ABOUT FOOD
• INTERACT WITH FOOD BLOGGERS ON A REGULAR BASIS
• HOST TWITTER CAMPAIGNS, BLOGGERS MEET, ETC…
• OFFER DISCOUNTS & GIVEAWAYS FOR THE LOYALISTS
PLATFORM: INSTAGRAM
• THE EVOLUTION OF VISUAL CONTENT WITH IMAGES AND SHORT VIDEOS
STARTED FROM HERE, SECOND MOST ACTIVE SOCIAL MEDIA PLATFORM AFTER
• A SIMILAR HASHTAG DRIVEN CONVERSATION WITH ONE IMAGE A DAY MINIMUM
• INTERACT WITH CO-BRANDS AND FOOD BLOGGERS
PLATFORM: GOOGLE+
• A FACEBOOK-LIKE SOCIAL MEDIA PLATFORM THAT ENABLES INDIVIDUALS TO
LINK THEIR WEB PRESENCE AND RANKING.
• OPTION OF DIRECT E-MAIL OF THE UPDATES ON THE WEBSITES AND SOCIAL
MEDIA
• A SIMILAR STRATEGY TO THAT OF FACEBOOK SHALL BE FOLLOWED
PLATFORM: FACEBOOK
• A PAGE WITH A CALL-TO-ACTION BUTTON IS STRONGLY RECOMMENDED
• DAILY UPDATES FROM THE BRAND, INTERACTIONS WITH THE CO-BRANDS ON A
DAILY BASIS IS RECOMMENDED
• DO MAXIMUM POSSIBLE PROMOTIONS, WITH A TARGET OF ‘ENGAGING’ AND
NOT ‘BROADCASTING’.
• BANK ON FACEBOOK FOR THE VISIBILITY OF YOUR BLOG POSTS, ALONG WITH
OTHER PLATFORMS.
REVIEWING PLATFORMS
• IT IS MANDATORY TO HAVE A PROFILE ON PLATFORMS SUCH AS ZOMATO, YELP
AND FOURSQUARE.
• APPRECIATE AND ENCOURAGE CUSTOMERS TO RATE AND REVIEW THE
RESTAURANT
• GIVE A #SHOUTOUT TO THE HAPPY CUSTOMERS AND CONNECT WITH THE
UNHAPPY CUSTOMERS
PLATFORM: YOUTUBE
• VIDEO UPLOADING PLATFORM FOR THE UPLOADS OF CONVERSATIONS,
INTERVIEWS, CAMPAIGNS, DEMOS, ETC…
BLOG
• THE PRIME FOCUS FOR ANY BRAND, BEING SOCIAL IS TO CONNECT. SHARING
NEWS FROM TIME TO TIME WITH AN ELABORATE CONTENT.
• DO NOT BRAG ABOUT YOUR BRAND TOO MUCH, WRITE A VERY GENERAL
CONTENT WITH RESPECT TO THE FOOD, IT IS ABSOLUTELY FINE WRITING ABOUT
OTHER CUISINES ON CERTAIN OCCASIONS.
THE PLAN
CONVERSATIONS
• MINIMUM OF 2 BLOG POSTS A WEEK WHERE INTERACTIVE ARTICLES (SHAREABLE
BY PEOPLE) SHALL BE POSTED.
• ASK A QUESTION, ANSWER A QUESTION OR CREATE A CONSTRUCTIVE
CONTROVERSY WITH THE CONNOISSEURS OF FOOD.
• CONNECT AND INTERACT WITH THE REVIEWERS
EVENTS AND CAMPAIGNS
• A CONTEST/TWEETATHON ON A MONTHLY BASIS WILL DRIVE ENGAGEMENT AND
TRAFFIC TO THE PROFILES ON SOCIAL MEDIA (MAINLY TWITTER)
• A HANGOUT WITH FOOD EXPERTS ON AN INTERMITTENT BASIS THROUGH
GOOGLE+
• REGULAR BLOGGERS MEET AT THE RESTAURANT
ADVERTISEMENTS
• PREFER FREE EVENT LISTINGS [FROM THIRD PARTIES]
• NEGOTIATE A GOOD DEAL, STANDING ON THE CLAUSES WITH PR AGENCIES
• HAVE A SPECIFIED AND TARGETED AUDIENCE
• BE MORE SOCIAL AND MONITOR THE PROGRESS
• BE ROI CONSCIOUS
