BUONA VITA PIZZERIA SOCIAL MEDIA STRATEGY

SARAH DEWALD, ROCKY WORLEY, KATLYN STEPHENS, ALYSSA CROUCH, SHANTIE MAHABIER NORTHERN KENTUCKY UNIVERSITY

MKT 370

APRIL 23, 2016

RECOMMENDED PLATFORMS

When considering a strategy for social media, one must determine which platforms would add value to

the brand and speak to their targets most precisely. The following venues are appropriate for BVP:

LinkedIn should be used to drive awareness to businesses that BVP has catering capabilities. They

can provide food for local events and lunch-ins for surrounding businesses.

Facebook reaches a majority of the target markets, and it’s the most developed platform thus far

given the company’s strong following. They should continue to post through this channel and

develop their audience.

Instagram should be used to highlight promotional events and the food truck’s location, while

promoting the food itself through visual means.

We suggest to get rid of Twitter at the present moment, and perhaps work toward maintaining

one in the future. The targets are not as heavily involved within this sector of social media.

SOCIAL MEDIA CAMPAIGN

We have created an ideal social media campaign for Buona Vita Pizzeria. This campaign includes the

platforms of social media that we think should be used, now and in the future, and the way utilize each of

the platforms. We feel that each platform reaches at least one of Buona Vita Pizzeria’s target markets.

LinkedIn | This platform is being used to meet the corporate objective of growth- which included the food

truck awareness and sales and the awareness and trial at new locations. This also helps to meet some of

the digital objectives: increased reach by 25% in the next 9 months; increased engagement by 30% within

6 months; and increased awareness of food truck by 35% within 9 months. The target markets that this is

intended to reach is:

Men, late 50’s and 60’s with a white collar job and higher than average income who eats out

frequently, tries new places with no kids in the house.

Women, late 20’s with a white collar job, just beginning their career and commuting to

Cincinnati. She is a SM sharer with a great deal of followers.

Industrial factories around – Business parks – link up with events (Taste of Cincy)

LINKEDIN INFO FOR MOCKUP: Profile Pic: BVP Logo; Background Pic: BVP FoodTruck; Name: Buona Vita

Pizzeria; TABS: Home, Careers, Products, Foodtruck, and Insights; Show how were connected: connect

with all employees, connect with any businesses who use their service or dine in as a group, connect with

some of the top food bloggers of Cincinnati;

Mock Posts:

BuonaVitaPizzeria Who else feels they never have time to enjoy their lunch break? Tell us where you want

to see the BVP food truck! If we chose your location you could win $15 in free BVP bucks!

BuonaVitaPizzeria How many of you know the feeling of losing all motivation after that not long enough

lunch break? We do too! Check out this article on how to get motivated again and finish your work day

strong: http://www.newvision.co.ug/new_vision/news/1422720/stay-motivated-lunch-break

Instagram | Instagram can be used to facilitate involvement in promotional events – for instance, if a

customer spends $25 through Order Up, he/she will get free delivery for a designated time period.

Because of the visual nature of the platform, Instagram should be used to highlight the quality of the

food. The profile photo should be the BVP logo. Descriptors should be more targeted towards the recent

foodie trend (B2C)- Key words should be incorporated as well that specifically draw toward foodies and

Millennials. This platform is being used to meet the corporate objective of growth and customer service.

This also helps to meet a number of the digital objectives: increased reach by 25% over the next 9

months; increased engagement by 30% within 6 months; Achieve 10% of total sales from Order Up within

1 year.

The target markets that this is intended to reach is:

Women, late 30’s married with no children and a higher income level, they like to refer to

themselves as foodies with a lot of miles from traveling to try new restaurants and foods.

Interested in social media to uncover and discover new places, easily influenced by others posts.

Women, late 20’s, dating with no kids and a white collar job, just beginning their career and

commuting to Cincinnati. She is a SM sharer with a great deal of followers.

INSTAGRAM INFO FOR MOCKUP:

Facebook | A “refer a friend” campaign could be used to connect with family and friends on a personal

level. Primarily incorporated to drive awareness and engagement of what is directly happening within the

company.

The tone should be family-oriented while maintaining the fun character that is displayed by the owners.

Incorporate fun facts about pizza as described below as means to drive engagement. This platform is used

to reach multiple digital objectives: increased reach by 25% over 9 months; increased engagement by

30% within 6 months; and increased new customer visits by 20% within 6 months.

The target markets that this is intended to reach is:

Women, in their 30’s married with kids in school. Normally portrayed as the typical soccer mom

but very active on SM.

Men, late 50’s and 60’s with a white collar job and higher than average income who eats out

frequently, tries new places with no kids in the house.

Women, late 30’s married with no children and a higher income level, they like to refer to

themselves as foodies with a lot of miles from traveling to try new restaurants and foods.

Interested in social media to uncover and discover new places, easily influenced by others posts.

Women, late 20’s, dating with no kids and a white collar job, just beginning their career and

commuting to Cincinnati. She is a SM sharer with a great deal of followers.

Men, mid 40’s with a blue collar job and low end average income. This man sees eating out as a

treat and is very loyal to his favorite places. Married with children in school.

FACEBOOK INFO FOR MOCKUP:

BuonaVitaPizzeria

BVP

BVP Logo

http://www.buonavitapizzeria.com/

Built on history, Survived by love

dedication and lots of Pizza.

Pictures from Drop Box go here… Include one with logo

of Order Up (caption: Join Order Up and get 5% off

your first pizza delivery). Picture of new location

(caption: come join us at our new location in Crescent

Springs, KY).

The picture with “built on history”

here. OR a group picture of the staff

in front of the new location.

Buona Vita Pizzeria

BVP LOGO

http://www.buonavitapizzeria.com/

2513 Ritchie St. Crescent Springs, KY 41017 (859)279-3847 441 6th Ave Dayton, KY 41074 (859)261-6792

The best pictures to post would be

of guest or special guest (if they

consented), events BVP is attending,

pizza of the month pictures, and

promotions going on.

A pizzeria built by a

family trying to invite

the community to help

us expand our family.

Providing a taste of

the good life at an

affordable price…

ENGAGEMENT PLAN

In order to increase engagement by 30% within 6 months, active steps must be taken to involve relevant

audiences. The following campaigns will aim to achieve this.

LINKEDIN

Promote linking with BVP and your company will be put into a drawing for 20% off catering for your

company. This would occur monthly. Curate the account with articles to explain the importance of eating

lunch. Once a posting of an article is put on LinkedIn at 10am you would then follow with where your

food truck will be located that day.

FACEBOOK

Pizza of the Month | For the first Monday of the month putting a posting asking customers to

commenting for their creation of the customer’s choice of pizza. Then choosing one of the comments and

making that the pizza the pizza of the month. We would then ask the customer to come in by the next

Sunday for a free personal pan pizza and a picture to post on Facebook.

Did you know? | A weekly posting for 6 months starting October 6, 2016 with a fact about pizza every

Thursday leading up to National pizza Day on February 9, 2017. The posting would be based around fun

facts and history about pizza. Depending on the fact posted that week there is the option of asking a

question relating the post back to Buona Vita Pizzeria. Here are some examples of facts that would be

able to be used.

1. The word pizza was first documented in 997 AD in Gaeta and successively in different parts of Central

and Southern Italy.

Buona Vita Pizzeria

Alright, today is the day you all look forward to

every month! Start commenting your favorite

type of pizza (including all toppings), at the end

of the day we will pick a winner and announce

tomorrow who our specialty pizza of the month

is! GO! – (Saturday before)

The winner for the specialty pizza of the month

for MAY is Sarah Dewald- Sarah, stop in today

and pick up your free small pizza and get a

picture to add to our pizza of the month post!

Everyone stop in to enjoy the Dewald, only here

for a limited time! (Sunday before)

2. In 1835, Alexandre Dumas, author of The Three Musketeers, traveled to Naples, where he observed

that the Neapolitan poor ate nothing but watermelon during the summer and pizza during the winter.

3. Unlike the wealthy minority, these Neapolitans required inexpensive food that could be consumed

quickly. Pizza—flatbreads with various toppings, eaten for any meal and sold by street vendors or

informal restaurants—met this need.

4. Italy unified in 1861, and King Umberto I and Queen Margherita visited Naples in 1889. Legend has it

that the traveling pair became bored with their steady diet of French haute cuisine and asked for an

assortment of pizzas from the city’s Pizzeria Brandi, the successor to Da Pietro pizzeria, founded in 1760.

5. The first documented United States pizzeria was G. (for Gennaro) Lombardi’s on Spring Street in

Manhattan, licensed to sell pizza in 1905.

6. 94 percent of Americans eat pizza regularly

7. Each person in America eats about 46 pizza slices a year.

8. Over 5 billion pizzas are sold worldwide each year.

9. 62% of Americans prefer meat toppings while 38% prefer vegetables (For this one you could say which

one do you prefer)

10. The most popular pizza size in the U.S. today is 14 inches in diameter. 11. The first known Chicago

deep dish pizzas were created in 1943 by the restaurant that later became the Pizzeria Uno chain.

12. The Hawaiian pizza was invented in 1962 by Sam Panopoulos, a native of Greece who ran a pizza

place in Canada. Is pineapple a topping of your choice? 13. Pizza played a role in helping police catch an

alleged serial killer known as the “Grim Sleeper” in 2010 when an undercover officer took a DNA sample

from a slice of pizza the killer had been snacking on at a family birthday party.

14. Think spinning pizza dough sounds simple? Think again. Dough-spinning has its own professional-level

sporting event where pizza teams compete in acrobatic dough-spinning competitions at the World Pizza

Championships.

15. Pizzerias sell the most pizzas on Halloween, the night before Thanksgiving, New Year’s Eve, New

Year’s Day, and Super Bowl Sunday. What Holiday is your favorite pizza Holiday? 16. The largest pizza in

the world was 131 feet in diameter, and weighed 51,257 pounds.

17. How often do you eat pizza? 94% of Americans eat pizza regularly.

18. Largest pizza base ever spun was by Tony Gemignani, measuring 33.2 inches.

19. The most expensive pizza ever created cost $2,745 and contained edible gold topping.

20. In Italy, a law was passed that specified the ingredients permitted to be used and processing methods

that can be used for a pizza to be called authentic traditional Italian pizza in Italy. Frozen pizzas in no way

fall under this category. What is authentic pizza mean to you?

21. NASA is developing 3D printers that can print pizzas for astronauts Would you eat pizza in outer

space?

INSTAGRAM

Find the Truck | Every Saturday morning post a picture at 8am showing where the Buona Vita Pizzeria’s

food truck will be that day to drive sales. Encourage guest to post and use the hash tag #BVPFoodTruck

when they eat with the food truck. This will be during the summer months June 25, 2016 to September

17, 2016 every Saturday.

MONITORING SOCIAL EXISTENCE

Why Social Media Monitoring?

Social media has changed the face of customer relationships. Consumers have become so accustomed to

online communities that it's often their preferred go-to for communication, even with companies. When

they have a good or bad experience with a product or service, they want to share it with everyone, not

just with the company or a couple of close friends. The sheer volume of posting across social media sites

makes tracking and analyzing what people are saying about your company a daunting task. When you add

in other factors that might affect your business, like competitors and trending topics, it can get impossible

for one person, or even a group of people to monitor.

Social media monitoring and engagement software allows you as a company to tap into the compliments

and complaints, so that you can react quickly. This kind of engagement, even when addressing

complaints, goes a long way to improving your brand's reputation.

With so much social media management software available today, how do you choose the right one for

your business? The answer; by matching your business needs to the services offered by the software. A

great place to start is http://social-media-monitoring-review.toptenreviews.com/.

Based on the needs of Bueno Vita Pizza, we recommend using Sysomos social media management

software. The Sysomos product suite gives you all the tools you need to measure, monitor, understand

and engage with social media users. The features below explain how and why BVP should use Sysomos.

Sysomos covers all major social media sources.

Their crawlers collect more than 8 million new posts every hour, from sources including blogs,

forums, news sites, Twitter, YouTube, Facebook, Flickr, LinkedIn and numerous other social

network services.

Facebook Page Central

Manage and moderate Facebook pages - auto-moderate comments, run sentiment analysis and

prepare activity reports. There are no limitations on who you can monitor: Your own page,

Competitors, Industry Sites, or any other pages of interest.

Influencers and their authority

Quickly identify the relevant people leading conversations and shaping opinion about your

organization or brand. You can create a strong social presence more efficiently by identifying your

direct influencer network.

Powerful Boolean syntax for complex queries

For most organizations and brands there can be hundreds of interesting mentions every day, but

the problem is that they are hidden among thousands of less interesting or completely irrelevant

conversations. With the capability to define your social media monitoring queries properly with

Boolean words like OR, AND or NOT, relevant and critical conversations surface.

Detailed demographics

Sysomos collects data from around the world, so you can see where social media activity is

happening by country, state/province and city. You can drill down to geographically filter social

media participants - the conversations they're having, their age/gender, and profession.

Instantaneous results

In today's fast-paced world of social media, your organization needs answers right now. Time

sensitive events require you to quickly identify the people driving conversations; understand who

they are, and their relevance to your company, brand, and products. Sysomos instantly provides

authority and reach scores based on factors such as inbound links, social bookmarks and

connections to help you make the right engagement decisions.

Text analytics

Get a handle on the topics, events, and themes driving key conversations - as well as how they

relate to your company, product, and brand. By exploring Sysomos' robust text analytics, you can

get to the root of relevant conversations or branch out from existing discussions and topics, to

discover new ones, and better understand the many factors that influence them.

REFLECTION | DIGITAL OBJECTIVES

By utilizing social media and monitoring it diligently, the following objectives will be met:

Increase reach by 25% over the next 9 months

Increase engagement by 30% within 6 months

Increase new customer visits by 20% in the next 6 months

Increase awareness of food truck by 35% within 9 months

And it could also help accomplish this goal:

Achieve 10% of total sales from Order Up within 1 year