Social Media Strategy Reportfor “XYZ Sushi Restaurant”

Kaitlyn ZurcherAssignment for COMM 497C: Social Media for Public Relations • December 12, 2013

Kaitlyn Zurcher • email: kaitlynzurcher@gmail.com • Pennsylvania State University

Contents

1 - Target Audience ................. page 3

2 - Local Competition ............. page 4

3 - Social Media Sites to Use .... page 5

4 - Implementation Timeline ... page 14

5 - Summary .......................... page 15

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Target AudienceWho?

Generally, sushi is consumed by health-conscious, younger adults looking for a slightly exotic,

out-of-the-ordinary dining experience. Sushi tends to be a pricier dining option, especially when

compared to some other Asian food restaurants, so most customers will be middle to upper

middle class.

Being located in State College, this particular sushi restaurant would likely be receiving most of

its traffic from college students with some extra cash to spend on a dining experience that’s a bit

more expensive and adventurous than usual.

With the primary target audience being younger adults and college students, the XYZ Sushi

Restaurant would benefit from implementing a social media strategy that appeals to and engages

the millennial generation.

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Local Competition+ Their Use of Social Media

The following are the restaurants that appear on the first page of Google results when the phrase

“State College sushi restaurant” is searched.

Fuji & Jade Garden418 Westerly Parkway, State College, PA 16801

Fuji & Jade Garden uses Facebook to promote their Chinese and Japanese restaurant. They are

one of the more active State College Asian food restaurants on Facebook, posting every 1-2

weeks. Not only do they post photos and status updates, but they will share external news articles

and YouTube videos that will appeal to their audience. Fuji & Jade Garden’s website,

fujijadegarden.com, lists a full menu, contact information, and the option to order online.

Sakura Sushi & Asian Cuisine1525 South Atherton Street, State College, PA 16801

Sakura uses Facebook to promote their restaurant. The Facebook page is used primarily to share

photos of their food (although there hasn’t been a post since early 2012). Sakura also encourages

visitors of their Facebook page to check in to the restaurant via Foursquare. Sakura’s website,

pasakura.com, includes pictures of menu items and contact information.

Say Sushi310 S. Allen Street, State College, PA 16801

Facebook is the only form of social media used by this Korean and Japanese restaurant in

downtown State College. The Facebook page is used to post their menu, share pictures of their

cuisine, and accept reviews from customers. Say Sushi’s last Facebook post was on December

30, 2011. Say Sushi does not have a website.

Seeing as most local restaurants, especially those who specialize in Asian cuisine, are not using

social media effectively, the XYZ Sushi Restaurant could immerse themselves in various social

media platforms in order to stand out from the competition.

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Social Media Sites to UseFacebook

Why Use Facebook?

Seeing as many of their competitors use Facebook as

their main (and sometimes only) form of social media,

the XYZ Sushi Restaurant must utilize this social

network. At the very least, they need to keep up with

their competition; ideally, they would create a strategy

that would make them one of the top State College

restaurants on Facebook. Facebook is currently the

largest form of social media and has dozens of features

that the restaurant can use to effectively sell themselves.

Goals of Using Facebook

Allow visitors to use the review feature to provide the restaurant and other visitors with

authentic customer testimony.

Allow visitors to check into the restaurant through Facebook so their friends get exposure.

Serve as the most thorough alternative to a traditional website or blog; must be set up with the

idea that many users will only visit the Facebook page, so include necessary information and

relevant, engagement-seeking posts.

Example Posts

1. Sharing news and information about sushi, the restaurant industry, and State College,

even if it doesn’t directly relate to the restaurant. This will help them be seen as an

informed, reputable place that is involved in their industry and the community.

Example: “We love this photo from Onward State of yesterday’s annual “Light Up Night.” Tell

us -- were you there last night?”

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2.Contest for people who check in via Facebook

Example: “Want a free dinner for two on us? Who wouldn’t? Simply check into XYZ Sushi

Restaurant via Facebook between now and next Friday to be entered for chance to win!”

3. Create Facebook event for special events or deals

Example: “Exclusive for our Facebook visitors: tomorrow only, enjoy half-off happy hour!

RSVP to the event for more information.”

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Social Media Sites to UseTwitter

Why Use Twitter?

Twitter is a great way to make connections. The very

format of it -- short, 140-character posts complete with

@-replies and hashtags -- make it perfect for starting

and maintaining conversations. It can allow a restaurant

to reach out to current and future customers, local food

bloggers, critics or other influencers, and local

organizations looking for a venue to host an event.

Goals of Using Twitter

Provide followers with frequent, consistent updates about the restaurant.

Make followers feel valuable by responding to those who mention the restaurant, perhaps even

retweeting them.

Cross-post Instagram photos and Vine videos, encouraging Twitter followers to follow on

those accounts, as well.

Example Posts

1. Contests exclusive to Twitter followers

Example: “What’s your favorite XYZ sushi roll? Tell us using #XYZsushi and be entered to

win it delivered for free!”

2. Announcements about new menu items

Example: “Smoked salmon and fresh avocado: the perfect mouth-watering combo. Introducing

our new Avocado Salmon Roll.” [include picture]

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3. Playful retweets or comments about tweets from followers

Example: .@kaitlynzurcher says our spicy tuna roll is “to die for.” We’ll admit -- it’s good, but

nothing to die over. Think of all the sushi you’d miss out on!

Other Accounts to Follow

Centre Daily Times (@centredailycom)

! Following this local newspaper (as well as other local media outlets) will allow the

! restaurant to monitor what is going on in the area, establishing them as informed

! members of the community.

Paul Barron (@paulbarron)

! Paul Barron is a self-described “restaurant industry guru” whose focus is on digital

! marketing of restaurants. He often holds discussions and comments on what’s

! happening in the industry, all while providing valuable tips and insight. The XYZ Sushi

! Restaurant would be smart to follow him, especially for his tweets about digital

! marketing.

Penn State Shotokan (@PSUShotokan)

! According to their Twitter bio, this student club “instructs students in the [...] the spirit

! of karate-do,” which originated in Japan. The members of this club likely have a strong

! interest in Japanese culture and customs, and would be inclined to visit XYZ Sushi

! Restaurant.

Penn State Tea House (@PSUTeaHouse)

! Even though this organization specializes in Chinese tea ceremonies, they also hold

! Japanese ceremonies. Like Penn State Shotokan, members of this organization value

! Asian culture and would likely be interested in visiting the XYZ Sushi Restaurant.

RA Sushi (@RAsushi)

! By following sushi restaurants who have a notable Twitter following (@RAsushi has

! nearly 13,000 followers), XYZ Sushi Restaurant could observe the ways in which they

! utilize Twitter and engage their followers.

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Social Media Sites to UseWordPress

Why Use WordPress?

One in six websites are currently hosted through WordPress,

making it the most popular blogging platform in the world.

Whether they stick with a basic “wordpress.com” URL, or

decide to purchase a domain name and make it their main

website, the XYZ Sushi Restaurant would benefit from this

flexible, easy to use blogging platform. Blog posts have the

ability to give the restaurant a distinct personality and establish

them as a reputable place of business.

Goals of Using WordPress

Serve as an alternative or replacement for a traditional website.

Create a hub for all of the restaurant’s online presence by linking through to their other forms

of social media and organizing the information through the use of pages.

Humanize the restaurant and distinguish it as the place to get sushi in State College by posting

entertaining or informative blogs.

Example Posts

1. Stories shared by restaurant owners that describe why they wanted to open a sushi

restaurant.

2. Stories from the chefs that explain their connection to sushi and why they decided to

make it their career.

3. Appeals to try a new menu item, complete with a description of how it’s made and

perhaps some customer feedback. Include pictures.

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Other Blogs to Follow

The Hospitality Formula Network (hospitalityformula.com)

! This blog is geared toward restaurant owners, managers, and servers. It provides the

! latest in restaurant industry news, marketing strategies, and other helpful information

! and resources. The XYZ Sushi Restaurant would be smart to take advantage of this

! highly informative blog.

Otto’s Pub and Brewery Blog (ottospubandbrewery.com/blog)

! This State College establishment posts blogs about new products and menu items, as

! well as events that are happening in the area. The XYZ Sushi Restaurant would benefit

! from following this blog because it’s never a bad idea to keep track of your local

! competition through social media. Not only do you keep a positive relationship with

! them, but you can gain insight into how they are marketing towards the same audience.

WPSU Local Food (wpsu.org/localfoodjourney)

! By following this blog, the XYZ Sushi Restaurant will have better insight into what local

! people are eating and what they think of other nearby restaurants. Also, by making this

! connection, the WPSU bloggers might take notice of the restaurant and review them.

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Social Media Sites to UseVine

Why Use Vine?

The quick 6-second video clips created through Vine would

be a great way for the sushi restaurant to show themselves off.

The possibilities of Vine are nearly endless, especially for a

restaurant with an exciting atmosphere filled with colorful

food being cooked right at your table.

Goals of Using Vine

Give the audience a highly immersive look into the sights and sounds of the restaurant.

Reach out to potential customers by using effective and relevant hashtags; this would include

local hashtags (#state college, #psu, etc.) and subject hashtags (#sushi, #Japanese, etc.).

Example Posts

1. Showing the culinary artists in action

Video: Clips of sushi being made, including overall shots of the chef at work and closeup shots

of the intricate art of sushi making.

Text: “Making sushi truly is an art, wouldn’t you say?”

2. Sharing the atmosphere of the restaurant

Video: A compilation of clips that express the aura of the restaurant, i.e. clips showing the

lighting, music, sounds of happy diners.

Text: “Skip the takeout. Stop in and stay a while.”

3. Chef briefly describing menu items

Video: One of the sushi chefs describing what is in a particular menu item, how it’s prepared,

and why he or she enjoys it.

Text: “See what makes our spicy tuna roll one of Chef John Smith’s favorite go-to meals.”

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Social Media Sites to UseInstagram

Why Use Instagram?

Instagram is an easy way to share quick, artful pictures with

current and potential customers. Instagram users love to

snap photos of their food, so it’s important for a restaurant

to be active on Instagram and check out what others are

saying about them. Like Vine, Instagram users’ penchant

for hashtags makes it simple to reach out to future

fans, all by using both general (#sushi) and

location-specific (#psu) hashtags.

Goals of Using Instagram

Portray the restaurant as an up-to-the-minute establishment by effectively using one of the

trendiest forms of social media out there today.

Take advantage of the “Food-stagramming” craze by posting pictures of their food and

monitoring what other people are saying about the restaurant and other local establishments.

Example Posts

1. Pictures of menu items

Photo: Close-up of an artistic sushi roll

Text: “Almost looks too pretty to eat. Almost...”

2.Behind-the-scenes pictures

Photo: Getting a shipment of fresh fish

Text: “How fresh is our sushi? We were up at 6 a.m. today to receive this delivery, all to be

eaten tonight!”

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3.Pictures of the area near the restaurant

Photo: A snowy downtown State College

Text: “Don’t worry about the cold weather -- our flaming hibachi grill will keep you warm

throughout the night.”

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Implementation TimelinePhase One: Core Sites

The restaurant should simultaneously set up a Facebook page and a Twitter account. Seeing as

these are the most popular, widely-used social media platforms, a new restaurant should focus on

them first in order to get people’s attention. These two accounts should have a consistent look

and feel, but it’s important to consider the various audiences of each.

As the restaurant starts posting on these accounts, a list should be compiled of other accounts to

follow, be it news organizations, prominent local influencers, student organizations, food critics,

industry pros, or other restaurants. These connections can be used to network, spread the word,

and learn tips for how to better their own marketing techniques.

Phase Two: Website Alternative

A Wordpress blog can be formatted like a traditional website, complete with contact and

ordering information and links to the two other social media accounts. The blog should have a

look and personality that is consistent with what has already been established through Facebook

and Twitter.

Phase Three: Add-Ons

Once the restaurant has a sizable following on Facebook and Twitter, and the WordPress blog is

settled, they should expand their social media reach to Vine and Instagram. Not only can these

more creative approaches spark the interest of their current fans and advocates, but they have the

ability to reach out to potential followers and customers through the use of hashtags and various

sharing options.

The creations on Vine and Instagram can be shared through Facebook and Twitter, but not all of

them; there needs to be some content exclusive to one account in order to convince people that

there are benefits to following all of them.

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SummaryHow Does the Plan Fit the Client?

The platforms recommended for the XYZ Sushi Restaurant were chosen based on their

popularity and the individual features that each website offers. Each platform is unique, which is

why the restaurant should take advantage of all of them.

At this point in time, the platforms in Phases 1 and 2

are essential for the success of a restaurant on social

media. The vast majority in the restaurant’s target

audience are active on, at the very least, either

Facebook or Twitter. A strong social media presence

starts with these accounts, and the restaurant should

make an effort to use them to their highest potential.

The sights and sounds of a restaurant can be some of

the most appealing aspects of it, which is why the

XYZ Sushi Restaurant would benefit from using Vine

and Instagram.. These platforms would allow the

restaurant to share their aesthetic quirks and distinct

atmosphere with the world.

Why is Social Media Important?

“Social media” encompasses a wide variety of tools that companies can use to:

Market their company and advertise their products.

Engage followers with thoughtful, creative posts.

Express their personality and appeal to a worldwide audience.

Monitor what the world is saying about them.

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Various social media platforms appeal to different audiences, which is why it is important for

companies to recognize those differences and cater to each of them. When a company has a

strong understanding of this (as well as a solid implementation strategy), they can expand their

network dramatically.

Despite some public opinions, social media is an important extension of marketing and public

relations, which is why it is crucial for companies to create a well-thought out strategy for social

media use.

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