Post on 17-Jul-2015
SOCIAL MEDIA = COCKTAIL PARTY
Social media is similar to a cocktail reception
Without constraints of time or space
More public – easier for other people to listen
in
COCKTAIL PARTY ADVICE
Meet people and start conversations
Add value – be helpful, answer questions
Ask questions, trust others’ advice
INBOUND MARKETING PROCESS
Process
• Publish
• Optimize
• Promote
• Target
• Capture
• Nurture
• Test
• Analyze
• Repeat
Measure
Convert
Get FoundTools
• Content Mgmt
• Blogging
• Social Media
• SEO
• Offers / CTAs
• Landing Pages
• Emails
• Lead Intel
• Analytics
TODAY AGENDA
1.Digital Objectives
2.Digital Strategy
3.Strategic Approach
4.Who They Are
5.Where’s The Story?
6.Action Plan
7.Tools & Tactics
8.Social Media & Internet
mobile strategy
9.KPI
BRIEF
Burger King is the burger with 100%
frame- grilled beef
BK brings the American standard to
Vietnam and affordable.
1. Let's get hot ham and cheesy.
2. 100% frame-grilled Australian
beef.
3. Being good for health.
STRATEGY
Create a buzz for the launch
date
Communicate the benefits of
Burger to consumers
Boost traffic to stores.
Link to channels
1.Lets get hot ham and cheesy
2.100% frame-grilled Australian
beef.
3.Being good for health.
CTA message:
ENJOY with easy and
quick recipe
Low calorie foodCTA message:
Low calorie food
CTA message:
BE OUR FANS
Build a better burger
and stay slim with
these healthy, low
calorie burger
recipes.
Link to channnel
#OrderNow SMS
ChefShop <space>
TLWD and send it on
56767.SPECIAL OFFER
DIGITAL STRATEGY
EAT LIKE A KING
STRATEGIC APPROACH
Through conversations, we help brand create a
bond with their consumers.
Two things power good conversations for brand.
Content ConnectionsGreat
conversations
Listening : gain insights from target
users.
Diversified Content Talent : Take on any
conversation users might want to have.
Creativity: Create any type of
conversation users want to talk about.
• Individual Connections: connect with key
voices, influential profilers, and celebrities;
spread word of mouth about brand.
• Channel Connections: leverage all the
possible tools and resources of that channel to
support our conversation.
• Strategic Plannning: use of the connections
keep conversations interesting, new and
connected.
Every good
conversatio
n starts
with
good
listening.
WHO THEY ARE TARGET AUDIENCES
Urban young
adults, from 18-
25, students or
first jobbers
They love to
update
everything on
social
networks.
Their daily life.
Their looks.
Their love.
Their inner
thoughts.
They are active
& want to take
part in many
activities that
keep them
connected and
updated in fast
moving society.
Desire to have a
“social class”
lifestyle
Desire to do things
on their own way.
They are eager to
discover what’s new
around their life,
freedom to show their
ego personalities and
self-assertion.
STUDENTS, WHAT DO THEY THINK?
students, what do they think?
I’m truly a fan of fast-food
“I eat fast-food 4 or 5 times a week. But the price is
always a problem for a student like me. I choose
cheaper meals
Show off themselves
“Most of my classmates eat fast-food at
least once a week and consider it as a
snack not a main meal. Moreover, every
fast-food restaurant with colorful
decorations is also a place for us to
pose nice pictures to post on
Facebook.”
Their taste was influenced by their
friends
“When chatting with my friends, they always call for us
to meet together and how these fast-foods appeared
romantically in some Korean dramas. I wanted to be
fashionable like my friends.
FIRST JOBBERS, WHAT DO THEY THINK
Their Right Time
Food quality and Traceability
Daily/Weekly Promotion
USER FLOW
• User visits to apps from another channels
Step 1
• User take and post their photo
Step 2
• Submit photo. Photo will be saved in the gallery
Step 3
• Share & Tag friends on their Facebook wall
Step 4
• Vote others and invite friends to play
Step 5
Create a buzz for the
launch date
• VIRAL CLIP
• “Eat Like A King”
SNAP SHOT
CONTEST
CTA message:
ENJOY with easy and
quick recipe
VIRAL CLIPMessage : No matter how you enjoy Burger.
let’s take those moments! Take pictures with
friends and family is part of the fun. So grab a
special day!
take a photo. Share it online
PHASE 1 STARTEGY
EAT LIKE A KING
Communicate the benefits
of Burger to consumers
CTA message:
Low calorie food
• BURGER SOCIAL
CONVERSATION
• “Eat Like A King”
SNAP SHOT
CONTEST
1.Start with a green
salad and
smoothies later.
2.Save calories
and fat that don't
make a big
difference in the
flavor of your
food.
PHASE 2 STARTEGY
EAT LIKE A KING
Boost traffic to stores.
Link to channels
CTA message:
BE OUR FANS
• INTEGRATED
ACTIVITIES
• BURGER FEST
contest
FAN OF THE MONTH
• Visualize it by heart icon for every like, share,
comment, questions.
• View of Top FB Commenter
• Highlight most frequent commenter from FB.
LUCKY CUSTOMER OF THE DAY
Random online lucky members on the fan
page in the promotion day.
PHASE 3 STARTEGY
EAT LIKE A KING
ACTION PLAN
Timeline
Objective
Content
Activity
Channel
Main channel: Facebook Fan page
Communicative channels: Facebook Ads, Promote, Online
PR, Ads Networks, Influencers, Youtube
Key hook
Create a buzz for the
launch date
EAT LIKE A
KING• VIRAL CLIP
• “Eat Like A King”
SNAP SHOT
CONTEST
Phase 1
Communicate the
benefits of Burger
consumers
Boost traffic to
stores
• BURGER
SOCIAL
CONVERSATION
• INTEGRATED
ACTIVITIES
• BURGER FEST
contest
EAT LIKE A KINGEAT LIKE A
KING
Prizes,Celebration,Promotion
Phase 3Phase 2
TOOLS & TACTICS1st step Create relevant,branded contentthat has a strongpresence insearch engines
2nd stepReach targetaudience by pushingand promotingFood content.
3rd stepMake the contentengaging and grabthe attention andinterest of theaudience.
4th stepCapture sales bymaking thepurchasing ofproducts quick and easy5th step
Satisfyingconsumers so theyengage in positiveword of mouth.
SOCIAL MEDIA STRATEGY
Contests
Brand Involvement.-Word-of-Mouth.-Huge audience on socialmedia sites.-Shares and Likes.-Increase in fans andfollowers.-Engagement withproducts/services.-Appropriate for type ofsocial media.
Content
Visually appealing.-Up to date.-Variety of media(photos/videos).-Easy to share withother social media sites.-Don’t over-brand socialmedia pages.-Worthy/interestingposts and media
Harmony-Brand image for all sitesshould be the same.-Links to other socialmedia/websites.-Complimentary contentwithout excess overlap
INTERNET AND MOBILE STRATEGY
Mobile APP
SHARING STAR
Earn stars for
purchasing food and
beverages from
Sanjeev kapoor app
when you use
your app. One for you,
and one for a friend
that you can share via
Facebook. Once you
earn
10 stars, you get a free
beverage!
Website & blog
The website has
information, links, and
also feeds from all
socialmedia sites and
the blog.Easy place to
purchaseSanjeev
kapoor merchandise.
The blog is for up-t0-
date news on
everything
Food food
ADWORDS
Keywords:
Sanjeev Kapoor
recipes, Vegetarian
recipes, Celebrity
Chef,Bevrages,Maste
r chef,Food Food
Beverage Name:
Coconut Cheesecake
KEY PERFORMANCE INDICATORS
To increase consumer involvement
and engagement.
Contests on social media sites, appealing
content on all digital mediums, “Sharing Stars” mobile rewards program, and harmony among all social media sites.
Likes, follows, visits, and overall increase in engagement on social media sites,website, blog, and mobile apps.
Goal
Strategy
Success
Measures