Fb planning
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1. The document discusses digital marketing strategies for Burger King in Vietnam, including creating buzz around the launch date through viral clips and photo contests on social media. 2. It recommends communicating the health benefits of Burger King's products through social media conversations and contests. 3. The final phase aims to boost traffic to stores by integrating activities like a "Burger Fest" contest across channels like Facebook, ads networks, and influencers.
Fb planning
- 2. 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
- 3. COCKTAIL PARTY ADVICE Meet people and start conversations Add value – be helpful, answer questions Ask questions, trust others’ advice
- 4. INBOUND MARKETING PROCESS Process • Publish • Optimize • Promote • Target • Capture • Nurture • Test • Analyze • Repeat Get Found Convert Measure Tools • Content Mgmt • Blogging • Social Media • SEO • Offers / CTAs • Landing Pages • Emails • Lead Intel • Analytics
- 5. 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
- 6. DIGITAL OBJECTIVES Increase brand awareness Low calorie food Boost traffic to channel
- 7. 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.
- 8. 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 cCaTlAo rmiee sfsoaogde: 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
- 9. STRATEGIC APPROACH Through conversations, we help brand create a bond with their consumers. Two things power good conversations for brand. Content Connections Great conversations
- 10. 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.
- 11. 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.
- 12. 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.
- 13. FIRST JOBBERS, WHAT DO THEY THINK Their Right Time Food quality and Traceability Daily/Weekly Promotion
- 14. USER FLOW • User visits to apps from another channels Step 1 Step 2 • User take and post their photo • Submit photo. Photo will be saved in the gallery Step 3 Step 4 • Share & Tag friends on their Facebook wall • Vote others and invite friends to play Step 5
- 15. Create a buzz for the launch date • VIRAL CLIP • “Eat Like A King” SNAP SHOT CONTEST CTA message: ENJOY with easy and quick recipe PHASE 1 STARTEGY EAT LIKE A KING VIRAL CLIP Message : 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
- 16. Communicate the benefits of Burger to consumers • BURGER SOCIAL CONVERSATION • “Eat Like A King” SNAP SHOT CONTEST CTA message: Low calorie food PHASE 2 STARTEGY EAT LIKE A KING 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.
- 17. Boost traffic to stores. Link to channels • INTEGRATED ACTIVITIES • BURGER FEST contest CTA message: BE OUR FANS PHASE 3 STARTEGY EAT LIKE A KING 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.
- 18. ACTION PLAN Timeline Objective Content Activity Channel Phase 1 Phase 2 Phase 3 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 Communicate the benefits of Burger consumers Boost traffic to stores • BURGER SOCIAL CONVERSATION • INTEGRATED ACTIVITIES • BURGER FEST contest EAT LIKE A KING EAT LIKE A KING Prizes,Celebration,Promotion
- 19. TOOLS & TACTICS 1st step Create relevant, branded content that has a strong presence in search engines 2nd step Reach target audience by pushing and promoting Food content. 3rd step Make the content engaging and grab the attention and interest of the audience. 4th step Capture sales by making the purchasing of products quick and 5th step easy Satisfying consumers so they engage in positive word of mouth.
- 20. SOCIAL MEDIA STRATEGY Contests Brand Involvement. -Word-of-Mouth. -Huge audience on social media sites. -Shares and Likes. -Increase in fans and followers. -Engagement with products/services. -Appropriate for type of social media. Content Visually appealing. -Up to date. -Variety of media (photos/videos). -Easy to share with other social media sites. -Don’t over-brand social media pages. -Worthy/interesting posts and media Harmony -Brand image for all sites should be the same. -Links to other social media/websites. -Complimentary content without excess overlap
- 21. 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
- 22. KEY PERFORMANCE INDICATORS To increase consumer involvement Goal and engagement. Contests on social media sites, appealing Strategy content on all digital mediums, “Sharing Stars” mobile rewards program, and harmony among all social media sites. Likes, follows, visits, and overall increase Success Measures in engagement on social media sites,website, blog, and mobile apps.