patiala restaurant sample strategy

Social Media Marketing Plan

Why Social Media Marketing

Interact with your Customer

Listen to your Customer

Power of Influencers

Direct Marketing

Tailored Advertising

Generate Website Traffic

Online Reputation Management

Build Brand Image

Target Audience

• 23 years and above

• Male, Female

• Residents of Dubai, Tourists

Snapshot of the online market – UAE (2015)

92%

UAE

Percentage of People with access to internet


• Facebook• 3.7 Mn users (Dubai)

• 5 Mn in UAE

• 17 Mn visits to Dubai on Facebook

• Twitter• 0.4 Mn users

• 3 Mn tweets a day

• YouTube• 3rd Largest site in the world

• 4 Bn Global Views per day

• 83% penetration rate in UAE


Competition

• Amal• Facebook: Absent

• Twitter: Absent

• Instagram: Absent

• Indego by Vineet• Facebook: Absent

• Twitter: Absent


Competition

• Rang Mahal• Facebook: 659

• Twitter: 3,676


• Posts are uploaded occasionally, regarding updates etc. Retweeting other people’s complimentary tweets

Competition (On Social Media)

• Tresind• Facebook: 4,653

• Twitter: 541

• Instagram: 2,388

• YouTube: Not present

• Aesthetically clicked photos of dishes and updates about special offers in restaurant


• Mahec• Facebook: 1,562

• Twitter: 478

• Instagram: 151


• Images of Dishes cooked in the restaurant

Patiala on Social Media

• Facebook: 2,832

• Twitter: 415

• Instagram: 130



• House of curry• Facebook: 19,296

• Twitter: 156

• Instagram: 2,913


• Images of dishes cooked in the restaurant and images of the beach (Since they’re located at JBR)

SHIFT FOCUS from THE FOOD to THE PEOPLE

OUR POSITIONING

Platforms

• Facebook

• Twitter

• Instagram

• Google+

• Blogging

• Zomato

• Foursquare

• TripAdvisor

Social Media Campaign

• 7 Generic Content Properties

• Monitoring of Social Media Profiles

• Responding to queries

• 1 Contest Every Month

• 1 promotional video ad every 2 months / 2 video ads that can also be used as TVCs

• Reports will be shared on a Weekly Basis

Some Ideas

• #TheSpiceOfLifeThe spice in food and the exciting moments of life is what makes each so interesting. Without spice, food with be bland to taste. Without exciting and fun moments, life would be boring. We ask people to share with us short stories about the most exciting stories in their life (Not necessarily regarding food)

Some Ideas (Contd)

• Cheer-full at Patiala

With permission from the users, we click their photos at the restaurant enjoying their meal and upload it on various social media. Or we could install a machine in the restaurant where people would click their own pictures. These pictures are then uploaded to the various social media after editing.

Some ideas (Contd)

• Patiala to Patiala (Video)The customers sometimes wonder if the food at the restaurant is as authentic as the food one eats in the region of origin. To solve the mystery for Patiala, we ask 2 zesty travelers to visit the restaurant for and taste the dishes. They then travel to the state of Patiala and taste the food there. They then tell that it is exactly the same, etc. They have to record each and every moment right from Patiala Restaurant to Patiala City. This video will be edited and then promoted on Youtube, Facebook etc

• Video series with the Chef, Mixologist and the DJWe first promote teasers online regarding some interactions between the Chef, Mixologist and DJ where they’re arguing about who is most important for the restaurant. We then create very short videos of interactions between the them. The video ends in 5 seconds. The idea behind this being that we can finish the ad in the same amount of time as the ‘Skip’ Button appears on Youtube

Some Ideas (Contd)

• Use the Power of CrowdsourcingCreate #MyFabulousPatialaDinner on Instagram & ask people to share images of their food. We then select the best ones and create a feed of images on the website. What better way than our customers themselves showing how good the food looks?

• 360 degree view of the restaurantPeople would love to see the restaurant before experiencing it. With technology, we can now show them what the restaurant looks like. The user can scroll around and move through the restaurant and observe each and every corner of the restaurant.

• Spicy Birthday (Instead of Happy Birthday)Send pics to the FB page if it is your birthday. We then upload an album, with the pics every Friday. The name and birth date of the person will be added. As we keep receiving new pictures, we keep updating the album.

Some more Ideas

• Patiala Plate of the weekThis can be used to highlight a specific dish’s specialty

• #PallatePleasersA contest where we ask people to tell us what is their favourite dish and why

• Simple video ads to promote the restaurantWe show some people enjoying the food. We can also use celebrities in the ads. This will help gain virality

• Special posts on Festivals and special days such as ‘World Food Day’

• Posts on chefDescribing the warm qualities of chefs. Connecting the audience in a more intimate way

Ideas beyond Social Media

• Virtual reality menuWhen people order food, they want to know a description of what they are ordering and would also like to see the dish if given a chance. Why show simple pictures when you can show them what the dish will look like from all angles? Use tablets as menu cards. With the description of the dish, and a virtual model of the dish, the person can see the dish from all angles possible. Rotate the tablet and the viewing angle of the dish rotates accordingly

Facebook

• 2 New Cover designs every MonthThis is the most prominent element when the user lands on your Page

• Fan Acquisition AdsFocus on the experience of Indian food and not just the food

• Promoted Posts to Custom AudiencesEg: Remarket ads to audiences who have browsed through your website or your own custom database etc.

• Promotion of videos through Facebook

• Reporting on a weekly basis

Twitter

• 21 tweets a week (Content shared on FB to be tailored for the medium)

• 2 promoted tweets a month (Regarding updates & special offers during the month)

• Monitoring and responding to queries

• New cover design every month in-sync with Facebook

Google+

• New cover design every month in-sync with Facebook Cover

• Replicate Facebook posts

• Monitoring

• Responding to queries and comments

YouTube

• Promotions (Redirect people to the website):• Preroll ads

• Flash Banners

Blogging

• Blogger outreach programsReach out to food bloggers. Conduct Workshops/ food review sessions for them. In turn, they review the restaurant in their blogs

• #TheSpiceOfLife Blogging Contest Open to all bloggers where they write about the exciting things in their lives

TripAdvisor

• Monitoring on a daily basis

• Responding to the queries on a daily basis

Foursquare

• Updates on special offers available

Zomato

• Monitoring on a daily basis

• Responding to the queries on a daily basis

SEO

• Aids search engine discovery

AdWords

• Promote your Website Link in Relevant search results

Thank You