social media strategy brief for seamless
TRANSCRIPT
SEAMLESS Social Media Strategy Brief
Mariel Espejo May 12, 2014
The Agenda • Overview
• Assets • Limitations • Market Trends
• Competitive Analysis • Target Audience • Recommendations
• Social Media Strategy Framework • Strategy
• Budget allocation • Next Steps
Overview Easiest free, most convenient way to order delivery and takeout available on web
and mobile
• In May 2013, merged with GrupHub covering about 25,000 restaurants and 500 cities covering USA, and London
• Revenue of 1 Million in 2013 • 75 Billion food delivery market place • 7.5 Billion take out market place • 25 Billion delivery spend across 39 markets in USA • Over 40% of the total volume orders are via mobile and tables platforms • Users with smartphones, Ipad, and web orders account for five times as much
customers using only mobile • Some users order more than five meals a day • More than 1 million of App downloads • Avg. new member would try eight new restaurants • 92% of new members try new restaurants • Customer Care Team
Assets • More than 50% of customers place an order via mobile • Over 40% of the total volume via mobile and tables orders • Over 12,000 restaurants and 80+ cuisine types • More than 50% of customers will place an order via of Seamless mobile platforms • More than 1M+ members • More than 12,000 partners
• Pay for performance • Transaction fee • Demand driven network
Digital Assets • Website
• My Order History • Bookmarked Restaurants • Favorite Meals
• Digital presence on: ü Twitter: 107,000 followers ü Instagram: 3,021 followers ü Google +: 2.6K ü Youtube: 248 subscribers ü Facebook: 420,000 likes
• Blog,”The Delivery Bag” • Mobile App
• iPhone • Ipad • Android • Food tracker at participating restaurants
Market Trends • Perceived control and convenience • Consumers embrace online ordering because of its ease, speed and precision, while
restaurants see the potential for increased revenue and fewer errors • Customized order • Consumers can choose their delivery payment method • Over the past two years, downloading apps is the second-fastest growing cell phone
function that users have on their cellphones
Market Trends
Source: http://mashable.com/2012/07/13/restaurants-infographic/
Market Trends
Source: http://mashable.com/2012/07/13/restaurants-infographic/
Market Trends
Source: http://mashable.com/2012/07/13/restaurants-infographic/
Limitations • Social media integration within App and web platforms • Crowdsourcing implementation for network effect • Foursquare integration • Pinterest presence • Restaurants/Shops variety within neighborhood desired • Customer Loyal program • Promotions discounts • Effective CRM for complains and third party problems • Relevant and content engage within SM platforms • Technology speed • Advocacy/Brand ambassador program
Target Audience (Consumer profiles)
Maria Alberto Corporate Business
• College/Graduate Student • 18+ years • Lives on her own • Doesn’t have time to cook
and neither like it • Busy schedule
• Professional • 32-45+ years old • Busy schedule
• Business Company • Offers lunches for workers • Search for cuisine variety
delivery convenience • Does not encourage
workers to eat outside the organization
Demographics: Age 18-44, Female and Male
Competitive Analysis FoodDelivery.com • Enable customers to order online from their favorite
local restaurants, grocers, wine and spirits shops, and stores
• Website: Live Chat feature • Digital presence on FB, TW, Instagram, and Google+
ü Facebok: 100K+ likes ü Twitter: 9,762 followers ü Google+: 75 folllowers ü Instagram: 519 followers
• Blog • Corporate Responsibility • Reviews • Rewards points
Competitive Analysis Eat24 Order Food Delivery & Takeout • To keep you from having to cook, shop or wear pants.
Eat24.com. Order today, leftovers tomorrow. Did you just solve dinner twice? Yes you did.
• Voted Best Food Delivery App • Coupon code push notifications
• 25K+ restaurants in over 1000 cities • PayPal, Yelp Reviews Sign in with Google • Website • Digital presence on:
ü Twitter: 37,400 Followers ü Instagram: 10,058 followers ü Google plus: 800 followers ü Facebook: Account closed on March 27th
http://blog.eat24.com/breakup-letter-to-facebook-from-eat24/
ü Pinterest • Blog • 24 hours live chat and order status support • Eat24 hours VIP program • Eat24 Notes
Competitive Analysis Foodler • Foodler makes online ordering of take-out and delivery
food from local restaurants quick and easy! • Website • Digital presence in Facebook and Twitter:
ü Twitter: 1687 followers ü Facebook: 74,267 likes, 3,708
• Redeem Points • Gift cards • Exclusive restaurant ratings • Free Delivery with minimum $15 delivery • Gift card • Mobile App
Create Brand Awareness
Promote engaging content utilizing
proper digital platforms
Promote user generate content utilizing
crowdsourcing marketing
Centralize customer service in Twitter profile
Active presence in Instagram, Pinterest, and Youtube including CTA
Drive Acquisition
Grow Community
Scale
Word of mouth Increase partnership
and membership
Increase Purchase Frequency and
Loyalty
Drive Loyalty
Discounts based on customer loyalty
Rewards points to subscriptions and meal
oders
Objectives Goals Strategies
Establish social extensions for all
acquisition activities
Digital Social Media Strategy
Strategy
Create brand awareness that boosts interaction and experience–sharing among users. Seamless digital platforms will be the Channel to
Drive Acquisition while increasing Brand Loyalty
Content Strategy • Create relevant and engagement content
stories that will encourage the audience to interact and participate in the conversation
• The audience will be encouraged to share their online food delivery experience by storytelling
• Words such as “Simply”, “24/7”, “Service” “Caring”, “Experience”, “Simply “Delivery” would be use to create stories across social media platforms. This way, these words will resonated in customers mind
Twitter Strategy • Promote #hashtags that correspond to contest and customer service utilizing
#AskSeamlessCS to filter customer complaints and services • Twitter will be the hub for customer support while revealing discount offers and Seamless
related news • The content team will be encouraged to respond within 10-15 minutes to complaints
and comments on posts • Reach and follow food connoisseurs influencers
• Leverage from their expertise and network to promote Seamless partnership • Drive traffic to Pinterest dashboard galleries • Integrated Twitter signup option within the website • Migrate FB users to twitter given that most of the FB user generate content are complaints
in addition to the Facebook Zero Phenomenon (refer to source)
Source: https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
• Recognize most foodies influencers posting their online food delivery habits • Recipes of different cuisines, “Five minute Cook” Video Series • Short videos showing the experience need for ordering for food delivery online • Brief videos promoting Seamless partners network
• Word of mouth • Awareness
• Promote Youtube content in Twitter and other platforms
Youtube & Instagram Strategies Youtube
Instagram • Publish branded high resolution content • Publish content by food category and cuisine • Leverage food influencers accounts to promote seamless • Publish exclusive restaurants dishes to incentivize its ordering • Create contests utilizing relevant #hastaghs to create UGC
• Create an account that will display different types of cuisine dashboards • Each dashboard will offer particular dishes that can be order through Seamless • Dashboards will also display best dishes for breakfast, lunch, dinner suggestions • Feature recipes linking to seamless blog posts
Pinterest Strategy
Loyalty Program Strategy • Redeem Delivery Points for every dollar spend on seamless web and mobile
• Points will be redeem for gift cards, services subscriptions, among others…
• Treat the “loyal” customer with free delivery once a month depending on his/hers numbers or orders
• Create weekly discount coupons • The program will allow to create word of mouth and incentive membership increase
Recommendations • Engage with audience, responsive to fans comments on all Social Media platforms • Create entertaining and engaging videos utilizing influencers • Establish human voice and tone for the brand by increasing engagement during
weekends and business hours • Develop Instagram contests to create user generated content • Use strategically FB, TW, and Instagram profiles considering their respective objectives
per channel • Establish cohesive and consistent messaging that is audience specific and can span
across various channels • Create a Pinterest account to leverage visual imagery and website integration • Use of email-marketing and social media platforms to inform users about new
restaurants partnerships, and weekly discounts
Budget Allocation • Social Media Strategy: $5,000 to $7,000 monthly • Content development: $3,000 to $5,000 monthly. • Social Media Mgt: $3,000-$5,000 approx. monthly. • Monitoring tools: Range from $10 to $5,000 monthly.
Source: http://www.clickz.com/clickz/column/2234878/how-to-effectively-budget-your-social-media-program-in-2013
Content
Organic Audience
Interactions
Viral audience
RESULTS
| Measurement – Process steps
Next steps Measurement – KPIs by Process Step and by Channel
• Categories of content posted (recipes, cuisine, breakfast, dinner, lunch op8ons) • Types of content posted (photo, CTA links)
• Unique and total impressions directly generated by content on the brand’s page in a certain period. • Unique and total impressions directly generated by content on partner profiles or pages in a certain period.
• Comments; • Shares; • Pins on different dashboards
• Unique and total impressions generated via likes, comments, shares, posts on the wall, or tags.
• Improved access and interac8on metrics recorded by the channel (measured via Google Analy8cs in case of customized tabs) • Access to the site or other promoted URL • Users followers
Content Organic Audience Interactions Viral Audience RESULTS
| Measurement – KPIs by Process Step and by Channel*
* Board above shows a few examples of the main indicators used. Other variables are available and can be used to evaluate channel performance.
Next steps - Pinterest Measurement – KPIs by Process Step and by Channel*
• Categories of content posted (ins8tu8onal, aspira8onal, service, publicity, etc.) • Types of content posted (links, videos, photos, etc.)
• Unique and total impressions directly generated by content on the brand’s page in a certain period. • Unique and total impressions directly generated by content on partner profiles or pages in a certain period.
• Likes; • Comments; • Shares; • Posts on the Wall • Tags on photos or text
• Unique and total impressions generated via likes, comments, shares, posts on the wall, or tags.
• Improved access and interac8on metrics recorded by the channel (measured via Google Analy8cs in case of customized tabs) • Media consump8on (e.g.: video views) • Access to the site or other promoted URL • Par8cipa8ons in promo8ons
• Users registered
• Sales leveraged by the channel
Content Organic Audience Interactions Viral Audience RESULTS
| Measurement – KPIs by Process Step and by Channel*
* Board above shows a few examples of the main indicators used. Other variables are available and can be used to evaluate channel performance.
Next steps - Instagram Measurement – KPIs by Process Step and by Channel *
• Categories of content posted (ins8tu8onal, aspira8onal, service, publicity, etc.) • Types of content posted (links, videos, photos, etc.)
• Customer service response
• Number of followers on the brand’s profile. • Number of followers on partners’ profiles.
• Retweets • Men8ons • Replies • Use of specific hashtags • Direct Messages
• Customer Support
• Users poten8ally impacted via RTs, men8ons, replies, and hashtags.
• Media consump8on (e.g.: video views) • Access to the site or other promoted URL
• Par8cipa8ons in promo8ons
• Users registered
• Sales leveraged by the channel
• Improved access and interac8on metrics recorded by the channel
Content Organic Audience Interactions Viral Audience
| Measurement – KPIs by Process Step and by Channel*
RESULTS
* Board above shows a few examples of the main indicators used. Other variables are available and can be used to evaluate channel performance.
Next steps - Twitter Measurement – KPIs by Process Step and by Channel*
• Categories of content posted (ins8tu8onal, user generated content, Call to ac8on invi8ng fans to migrate to TwiQer profile for customer support and news • Types of content posted (photos, blog posts)
• Unique and total impressions directly generated by content on the brand’s page in a certain period. • Unique and total impressions directly generated by content on partner profiles or pages in a certain period.
• Likes; • Comments; • Shares; • Posts on the Wall
• Unique and total impressions generated via likes, comments, shares, posts on the wall, or tags.
• Increase Instagram and TwiQer engagement with FB users • Access to the site or other promoted URL • Faster response in twiQer
• Customer service migrated to TwiQer
• Ability to transfer FB Budget to others plaTorms and digital inni8a8ves
Content Organic Audience Interactions Viral Audience RESULTS
| Measurement – KPIs by Process Step and by Channel*
* Board above shows a few examples of the main indicators used. Other variables are available and can be used to evaluate channel performance.
Next steps - Facebook Measurement – KPIs by Process Step and by Channel* Key objective: Migrate FB users to Twitter and Instagram accounts
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