Social Media Marketing Plan of OPTIONS (1)

8/16/2019 Social Media Marketing Plan of OPTIONS (1)

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Social Media Marketing Plan

SOCIAL MEDIA

MARKETING PLAN

FOR


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OPTIONS


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GROUP MEMBERS

MAHANOOR SAIF UL

ISLAMZAYNUB MALIK

MOINA KHAN

EMMA ASHFAQ

GARZEEN HUSSAIN

12-BS-S-89

12-BS-S-92

12-BS-S-113

12-BS-S-137

12-BS-S-139

20



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Contents

COMPANY OVERVIEW..................................................................................................4

◊ OPTIONS-An Exotic Restaurant:.................... .............. .............. .............. ............... .............. ......... ..... ...4

◊ OPTIONS – Coffee & More:..................... .............. .............. .............. .............. ............... .............. ......... ..4

◊ OPTIONS Baers & !e"i#$ts:............... .............. .............. .............. .............. .............. ............... ...... ..... ...%

◊ ISSION O' T(E COMPAN):............. ............... .............. .............. .............. .............. .............. ....... ..... .*

◊ MISSION STATEMENT:.............. .............. .............. .............. ............... .............. .............. .............. ...... ...+

◊ A,ES:.....................................................................................................................................................+

◊ SOCIA, RESPONSIBI,T) STATEMENT:.............. .............. .............. .............. ............... ........ ...... ..... .+

SITUATIONAL ANALYSIS...............................................................................................8

◊ INTERNA, ENIRONMENT............. .............. .............. ............... .............. .............. .............. ........ ..... ..

o TERMS AND CONDITIONS OF USE:................................................................8

o AGE:.............................................................................................................. 8

o LEGAL NOTICES:............................................................................................8

o WEBSITES TERMS AND CONDITIONS.............................................................9

o RESTRICTIONS ON USE.................................................................................9

o RESOURCES DIRECTED TO SOCIAL MEDIA ACTIVITIES:...............................10

◊ E/TERNA, ENIRONMENT............ .............. .............. .............. .............. .............. ............... ...... ...... .00

o CUSTOMER AND SOCIAL MEDIA:.................................................................11

o COMPETITORS AND SOCIAL MEDIA:............................................................12

◊ ENIRONMENTA, TREN!S:............... .............. .............. .............. ............... .............. ....... ..... ...... .....01


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En!"#n$%n&'( &"%n)* &+'& !$,'-& #n )%-!*!#n "%'")!n *#-!'( $%)!':.............12

◊ S2OT ANA,)SIS............... .............. .............. ............... .............. .............. .............. .............. ...... ...... .....03

STRENGT/S:.......................................................................................................1

WEAKNESSES:.................................................................................................... 1

OPPORTUNITIES:................................................................................................. 1

T/REATS:........................................................................................................... 18

SOCAIL MEDIA GOALS3OBECTIVES........................................................................... 19

INTERPRETATION OF 5UESTIONNAIER:..................................................................... 20

TARGET AUDIENCE................................................................................................... 0

SOCAIL MEDIA 6ONES.............................................................................................. 1

◊ SOCIA, NET2ORIN5 6ONE:............ .............. ............... .............. .............. .............. ........... ..... ......30

FACEBOOK:......................................................................................................... 1

TWITTER:............................................................................................................

GOOGLE7...........................................................................................................

INSTAGRAM:....................................................................................................... 8

◊ SOCIA, PB,IS(IN5 6ONE:............. .............. .............. .............. ............... .............. .............. ....... ....37

C/ANNELS FOR CONTENT DISTRIBUTION:.........................................................9

AUT/ENTICITY OF CONTENT GENERATED:.........................................................9

◊ SOCIA, ENTERTAINMENT 6ONE:............ ............... .............. .............. .............. .............. ............. ...48

TRANSACTIONAL ADVERTISING:.........................................................................40

INGAME ADVERTISING:...................................................................................... 40

◊ SOCIA, COMMERCE 6ONE:............. .............. ............... .............. .............. .............. ......... ..... ...... .....40

ERETAILING:...................................................................................................... 41


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REVIEWS AND RATINGS:.....................................................................................4

U*!n R%!%* !n P%"%-& /'"$#n; !&+ OPTIONS S#-!'( M%)!' M'"


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◊ B!5ET A,,OCATION 'OR 01 MONT(S 'OR SOCIA, ME!IA............. ............... .............. ....%3

APPENDI?................................................................................................................. >>

◊ 9ESTIONNAIER 'OR SRE)................... .............. .............. .............. .............. .............. ....... ...... .%%

COMPANY OVERVIEW

“Passionate for Taste and Hospitality”, are the best five words which can better define

OPTIONS. It was 2st of !ece"ber, 2#$, when Options introd%ced itself in &ahore with foc%s

on taste and had a plan to set s%ch standards of hospitality and at"osphere which are the real

c%lt%re of &ahore. Now after abo%t a year or so, they are "ovin' forward and achievin' their

'oals within their ti"elines and li"its. (s their foc%s in on taste and hospitality, their passionate

desire is to provide e)traordinary val%e to o%r '%ests in a hi'h*ener'y, b%siness friendly, f%n and

entertainin' at"osphere with hi'h level of tastes and delicio%sness.

OPTIONS-An Exotic Restaurant:

Options is a new vent%re of dinin' resta%rant in &ahore by a fa"o%s hotel chain owner in

!%bai. Options International la%nchedOPTIONS – an Exotic Restaurant

fro" the "idst of &ahore + the world capital of food with the plan to e)pand the new concept of %n !inin' all

over Pa-istan as well as in all "etropolitan cities of the world. Options provide their c%sto"ers

with "ost ("ain' !innin' /)perience in Pa-istan with Ho%se of fo%r 0%isines. Iranian,

T%r-ish, &ebanese, Pa-istani. They also have special lo%n'es for the reservation where corporate

"eetin's are held different occasions are celebrated and so "ore. Options have recently opened

its own ba-ery where a wide ran'e of different ba-ery ite" of pre"i%" 1%ality. They also have

an caf with na"e of options caf where one of "ost e)otic and best aro"a coffee of star b%c-s

is served to its c%sto"ers who are coffee lover.

OPTIONS – Coffee & More:

Options + 0offee 3 4ore is a %ni1%e 25 ho%r coffee cafe in &ahore which never closes its

doors to c%sto"ers. &et it be a bri'ht s%nny day or a windy stor"y ni'ht we serve o%r '%ests

http://www.options.pk/restaurant/http://www.options.pk/restaurant/


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with dedication and "aintainin' hi'hest standards services. (s o%r ta'line is T$e Socia"

,oun#e; we want people to socialie other than aceboo- and Twitter, and "eet their friends in

person while havin' a c%p of coffee, snac- or ice crea"s. Options 0offee 3 4ore is an ideal

ven%e for dinin', cas%al "eetin' 3 b%siness tal-. To -eep yo% entertained at Options we havechess, l%do and $! 'a"in' one where yo% 6%st need to 'rab a c%p of coffee and en6oy yo%r ti"e

at Options* 0offee 3 "ore in a perfect a"biance.

(i#$"i#$te< features are:

. 0hess table

2. &%do table

$. 75” $! &/! screen and "%ltiple 88” $! &/! Screens

5. Starb%c-s

8. resh 9%ices 3 /)otic drin-s

:. $! ;a"in' one

. ast food

#. =as-in ?obbins

. Safari &o%n'e

OPTIONS Baers & !e"i#$ts:

Options =a-ers 3 !eli'hts is another Hand of Options. Options =a-ers 3 deli'ht is the

perfect spot for 'ettin' yo%r ca-e done. Options =a-ers 3 !eli'hts 'ive a versatile selection

on 0a-es. !esi'ner ca-es, /le'ant ?oyal 0a-es, ?oyal Si'nat%re 0a-e, Pict%re 0a-e, !ry

0a-es, 4o%sse 0a-e, and an array of different Pastry and tarts and other /)otic =a-ery


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ite"s, and also Provide a 25 ho%r service and &ive ba-in' to satisfy their c%sto"ers. ro"

Innovative $! 0%p 0a-es to the perfect @eddin' 0a-e, Options =a-ers itself is a drea"

co"e tr%e for anyone with a sweet tooth or si"ply a thin' for (?T.

The brilliance doesnAt 6%st stop there, Options ba-ers even allows yo% to be the desi'ner

with its c%sto"iation option which lets yo% choose the taste and loo- of yo%r ca-e or

c%pca-eB

They also co""e"orate the 6oys, acco"plish"ents, "o"ento%s occasions and wonders

of life with their desi'ner ca-es. They are there fro" the be'innin', and they beco"e part of

the fa"ily, creatin' centerpieces for their "ost i"portant celebrationsC yo%Dre weddin', yo%r

childDs first birthday, birthday parties, anniversaries, special ca-es for -ids, their clients beco"e part of their fa"ily, callin' the" ti"e after ti"e to create bea%tif%l and delicio%s

ca-es for all of their special occasions.

(i#$"i#$te< features are:

• !esi'ner ca-es.

• Pict%re 0a-es.

• ?oyal Si'nat%re 0a-es.

• 4o%sse 0a-es.

• Special !ry 0a-es.

• /)otic =a-ery Ite"s.

• rench =read E !aily =a-ed =read.

• /)otic 0oo-ies 3 =rownies.

• !aily =a-ed !on%ts Of !ifferent lavors.

• Fero at 0oo-ies.


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• =randed !ates.

• =randed 0hocolates.

• 3 4any 4ore....

ISSION O' T(E COMPAN):

MISSION STATEMENT:

A,ES:

SOCIA, RESPONSIBI,T) STATEMENT:

Options will practice contin%o%s prod%ct and service i"prove"ents that b%ilds on o%r

stren'ths %sin' a tea" of effective, reso%rcef%l "e"bers to position o%rselves as a leader in

dinin' services.

“O%r "ission is to beco"e the favorite fa"ily dinin' resta%rant in every nei'hborhood in which

we operate. This will be acco"plished by servin' a variety of delicio%s tastin' and 'enero%sly

portioned foods at "oderate prices. O%r resta%rants will be clean, f%n, and cas%al. O%r '%estswill be served by friendly, -nowled'eable people that are dedicated to providin' e)cellent

c%sto"er service.”

To be involved as 'ood corporate citiens wherever we are aro%nd the world. @e will treat

c%sto"ers and distrib%tors with honesty, co%rtesy, and respect. @e will respect and preserve the

environ"ent. Thro%'h all of this we will prove to be the worldwide leader in ind%stry trade.

G%ality and val%es will sec%re o%r s%ccess. @e will live by o%r val%es, have f%n, and ta-e pride

in what we do. O%r val%es are to "aintain a wor- environ"ent where people en6oy co"in' to

wor-, to serve o%r '%ests and e)ceed their e)pectations, and to be profitable and res%lt oriented.

http://www.referenceforbusiness.com/knowledge/Types_of_restaurant.htmlhttp://www.referenceforbusiness.com/knowledge/Types_of_restaurant.html


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SOCAI, ME!IA MARETIN5 P,AN:

SITUATIONAL ANALYSIS

( sit%ational analysis often is called the fo%ndation of a "ar-etin' plan. ( sit%ational

analysis incl%des a thoro%'h e)a"ination of internal and e)ternal factors affectin' a b%siness. It

creates an overview of the or'aniation that will lead to a better %nderstandin' of the factors that

will infl%ence its f%t%re.

INTERNA, ENIRONMENT

o TERMS AND CONDITIONS OF USE:

Please read the following Notices and Terms & Conditions carefully. Options an Exotic Restaurant

Pakistan maintains this wesite www.options.pk for your information! en"oyment and use. Please

feel free to rowse the wesite. #y accessing and rowsing the wesite! you agree to accept!

without limitation or $ualification! the Pri%acy Policy and the egal Notices! 'nti()pam Notice and

*esite Terms and Conditions stated elow.

o AGE:

+f you are under ,- years of age! you should always ha%e the express consent of a parent or legal

uardian efore using internet including this wesite.

o LEGAL NOTICES:

+f you are rowsing this wesite as a non(commercial consumer! you may access material displayed

on the wesite for your non(commercial! personal use only and su"ect to the *esite Terms and

Conditions stated elow.


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+f you are rowsing this wesite as an employee/agent/memer of any usiness or organi0ation! you

may access or download material displayed on the wesite only in accordance with the *esite

Terms and Conditions stated elow. This permission is specifically conditioned on you maintaining all

copyright! trademark and other proprietary notices contained on the materials and keeping all such

material intact and in the same form as presented on the wesite. 'dditionally! you may not.

o WEBSITES TERMS AND CONDITIONS

'll material on the wesite is protected y all applicale laws including copyright and trademark laws

unless otherwise specifically noted and may not e used except as permitted in these *esite

Terms and Conditions or in the text on the wesite.

o RESTRICTIONS ON USE

=RIS!ICTION

Except as descried otherwise! all materials in the O,&!#n* wesite are made a%ailale only to

pro%ide information aout O,&!#n*. O,&!#n* controls and operates this wesite from ahore!

Pakistan

and makes no representation that these materials are appropriate or a%ailale for use in other

locations. +f you use this wesite from other locations you are responsile for compliance with

applicale local laws.

!ISC,AIMER

'lthough Options may from time to time monitor or re%iew discussions! chats! postings!

transmissions! ulletin oards and the like on the wesite! Options is under no oligation to do so

and assumes no responsiility or liaility arising from the contents of any such communications nor

for any error! defamation! liel! oscenity! profanity! or inaccuracy contained in any such

communication. 1ou are prohiited from posting or transmitting any unlawful! threatening!

defamatory! lielous! oscene! pornographic or profane material or any material that could constitute


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or encourage conduct that would e considered a criminal offence or gi%e rise to ci%il liaility or

otherwise %iolate any law.

MISCE,,ANEOS

These Terms and Conditions will e go%erned and e interpreted pursuant to the laws of the

o%ernment of Pakistan! not with standing any principles of conflicts of law. +f any part of these

Terms and Conditions is unlawful! %oid or unenforceale! that part will e deemed se%erale and will

not affect the %alidity and enforceaility of any remaining pro%isions. Possile e%idence of use of this

wesite for illegal purposes will e pro%ided to law enforcement authorities. This is the entire

agreement etween the parties relating to the use of this wesite.

Options reser%e the right to change any price! product! ser%ice or new item without notice. 'll

promotional items are su"ect to a%ailaility. Prices may %ary etween restaurants.

o RESOURCES DIRECTED TO SOCIAL MEDIA ACTIVITIES:

Resources aim to help dri%e your usiness forward.

2EBSITES:

The )ocial 2edia(focused online resources pro%ide regular content. The content is posted on

wesites such as3

4aceook

Twitter

+nstagram

Pinterest


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oogle5

4ours$uare

These wesites acts as a resource for Options as content is pulished and promotion is eing

done through them. These sites enale the customers to check the rating and re%iews as well.

TEC(NO,O5):

Options is so ad%anced in technology that it pro%ides a talet to its customers for placing their

orders which creates an ease for them. +t is an in detail menu.

E/TERNA, ENIRONMENT

( b%siness does not operate in a vac%%". It has to act and react to what happens o%tside the

factory and office walls. These factors that happen o%tside the b%siness are -nown as externa"

factors or inf"uences.

o CUSTOMER AND SOCIAL MEDIA:

0%sto"er is very i"portant for every b%siness .the p%rpose of every b%siness is to "a)i"ie

profits by satisfyin' the c%sto"ers de"and. Option is tryin' to satisfy its c%sto"ers as "%ch as

they can. The tar'et class is "iddle class and %pper class which incl%des fa"ilies and

professionals as it is near to the %niversity so the %niversity st%dents are also their c%sto"ers.as

the trends are chan'in' and technolo'y is "ore advanced d%e to which people shift fro"

traditional "edia to social "edia.

@e can say that traditional "edia and social co"bine and beco"e tradi'ital "edia to serve

c%sto"er "ore efficiently and effectively. Now a dayDs "a6ority has s"art phones "ore and"ore applications available in play store and "ore and "ore people have internet access.

aceboo-, tweeter, whatsapp, line etc. these are the co""%nication tools that now a days people

%se. That shows o%r tar'et a%dience are social "edia %sers.


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o COMPETITORS AND SOCIAL MEDIA:

The "ain factor that affects "ost b%siness is the de'ree of co"petition + how fiercely other

b%sinesses co"pete with the prod%cts that another b%siness "a-es. O%r co"petitors are those

resta%rants who are tar'etin' "iddle and %pper class s%ch as b%nd% -han, salt and pepper,

=(N/?( ?OOTOP ?/ST(?(NT, =IST?O 2#, chaye -hana etc. now a days every

or'aniation and co"pany %sin' social "edia they are heavily advertisin' on aceboo-, twitter,

whatsapp and %se different apps to aware the c%sto"ers abo%t the offers and pro"otional

activities.. If we see b%nd% -han so they are %sin' different strate'ies they are offer disco%nts to

li-e on aceboo-, online reservations, party and "eetin' reservation, order online with onlinesyste" etc.

ENIRONMENTA, TREN!S:

En!"#n$%n&'( &"%n)* &+'& !$,'-& #n )%-!*!#n "%'")!n *#-!'( $%)!' :

=y now, we are all aware that social "edia has had a tre"endo%s i"pact on o%r c%lt%re, in

b%siness, on the world*at*lar'e. Social "edia websites are so"e of the "ost pop%lar ha%nts

on the Internet. They have revol%tionied the way people co""%nicate and socialie on the

@eb.

I>?act on Po"itics

!%e to chan'e in political lawf%l environ"ent in o%r co%ntry, by the introd%ction and

i"ple"entation of new policy re'ardin' cyber b%siness as a pro"otionasl tool can affect o%r

socail "edia activities.

I>?act on Business

Net savvy co"panies are %sin' social "edia to advertise their prod%cts, b%ild c%sto"er

loyalty and "any other f%nctions. Interactions and feedbac- fro" c%sto"ers help b%sinesses

to %nderstand the "ar-et, and fine*t%ne their prod%cts and strate'ies. 4any fir"s or'anie

contests and 'ive away pries to enth%se cons%"ers to visit their social website pa'e "ore

often. 0o"pared to television advertise"ents and other e)pensive for"s of "ar-etin', social

"edia presence is a cheap and effective "eans to enhance brand i"a'e and pop%larity.


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Effect on Socia"i@ation

Social networ-s offer the opport%nity for people to re*

connect with their old friends and ac1%aintances, "a-e

new friends, trade ideas, share content and pict%res, and

"any other activities. sers can stay abreast of the latest

'lobal and local develop"ents, and participate in

ca"pai'ns and activities of their choice. Professionals

%se social "edia sites li-e &in-edIn to enhance their

career and b%siness prospects. St%dents can collaborate with their peers to i"prove their

acade"ic proficiency and co""%nication s-ills. o% can learn abo%t different c%lt%res and

societies by connectin' with people in other co%ntries.

S2OT ANA,)SIS

Internal analysis is a thoro%'h -nowled'e and %nderstandin' of the stren'ths and wea-nesses

within an or'aniation.

STRENGT/S:

i. 2I'I faci"it as a >e of ?ro>otion:

ii. Options an /)otic resta%rant is fa"o%s for its social "edia pro"otion and the way

they %se these tools beco"es their bi''est stren'th. Their co"petitors do provide the

c%sto"ers with the @II facility b%t Options does "ore for their c%sto"ers by 'ivin' the

c%sto"ers an opport%nity to 'et disco%nts on their "eal if they chec-*in their location.

They have created their aceboo- pa'e "ainly for this p%rpose so that the c%sto"er feels

an ease and %pdate a stat%s abo%t their e)perience in the resta%rant. It enables Options to

'et feedbac- in the for" of reviews on their pa'e as well.

iii. Aai"ai"it of t$e >enu:i. Options have prepared a list of the dishes they serve, a proper "en% with -ids special

cate'ory with the prices "entioned. 0%sto"ers can easily visit their social "edia pa'e

and decide what they want to eat. 0%sto"ers can easily eval%ate the dishes by 'ettin'

infor"ation briefly abo%t the dish.


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. On"ine reseration:

sin' social "edia at pea-, Options 'ive its c%sto"ers the facility to "a-e online reservation

with the help of their official website D.o?tions.? F

It beco"es the stren'th for the resta%rant as the c%sto"ers feel sec%re that they will 'et a table

any ti"e of the day. They donDt face the proble" of waitin'J they reserve their table si"ply by

'oin' to its website even sittin' at ho"e.

i. !e"ier or


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iii. Taeaa ore


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OPPORTUNITIES:

aF 'ree access to custo>ers:

!%e to the advance"ent in social "edia it has beco"e an opport%nity for Options to access

different c%sto"ers spread 'eo'raphically. Traditional tools for pro"otion are not as effective as

social "edia pro"otion is cost effective. Options %se aceboo-, Twitter and Insta'ra" as their

pro"otional channels.

F Cost effectie:

The "ain opport%nity for Options of social "edia "ar-etin' is cost*related. The "a6ority of

social "edia sites are free to access, create a profile and post infor"ation. (s Options is provided

very 'ood services to its c%sto"ers so 'ood word of "o%th on social "edia 'enerated itself.

Options have opport%nity of reachin' their tar'eted "ar-et for little or no cash invest"ent is

s%bstantial, and the a%dience wantin' yo%r infor"ation vol%ntarily 6oins or follows the".

=eca%se they provide the" with "%ch details li-e pricin', disco%nts and in details infor"ation as

co"pared to their co"petitors.

cF sin# MaGor 2esites:

They %se aceboo-, Twitter and Insta'ra" all %p to date websites to reach the correct a%dience

beca%se "a6ority of their c%sto"ers are yo%th and now every sin'le person have android and

have access as well. The viral nat%re of social "edia of Options "eans that each person who

reads the posts has the capability to spread the news thro%'h aceboo-, twitter KThey 'ive

!isco%nts for chec-*insL "ay be thro%'h word of "o%th farther within his own networ-, so

infor"ation can reach a lar'e n%"ber of people in a short ti"e.


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T/REATS:

a. Si>i"ar t?e of foo


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In-"%'*% &+%%n.'.%$%n& #:

&'".%& $'"


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20

40

2>

1>

Age

182>

2

441

$#"% &+'n 41

INTERPRETATION:

The res%lt shown in the above dia'ra" clearly shows than the "a6or ch%n- of pop%lation was 2:

to $$ which is al"ost 5#M and then the people with a'e of $5 to 5 which is al"ost 28M and the

people with a'e "ore than 5 are very less in n%"ber who filled this 1%estion are beca%se they

were not very co"fortable in fillin' any sort of 1%estionnaire.

4F Inco>e "ee":

L%** &+'n 0000

10000000

100090000

91000120000 M#"% &+'n 120000


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8

42

2>

1>

10

Income Level

L%** &+'n 0C000

1C0000C000

0C00090C000

91C000120C000

$#"% &+'n 120C000

INTERPRETATION:

(s it clearly seen in the dia'ra" 52M of the people were earnin' inco"e of $,### to :#,### and

the least is 7M less than $#M.

5) (o "on# ou are een usin# socia" >e ;%'"*

> ;%'"* 7


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10

11

1

22

14

1

10

1 $#n&+*

912 $#n&+*

12 ;%'"*

2 ;%'"*

4 ;%'"*

4> ;%'"*

> ;%'"* 7

INTERPRETATION:

(s this dia'ra" e)plains that "ost of people are %sin' social "edia fro" al"ost 2 to $ years then

:M of people are %sin' social "edia fro" to 2 years and


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1

12

10

1211

12

12

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Social Media website

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T# ')%"&!*%,"#)A-&*3*%"!-%*

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INTERPRETATION:

The above dia'ra" clearly e)plains then social "edia is now not only %sed as a "ode of

co""%nication at far of places it has now t%rned into a co"plete "ar-etin' tool and is %sed by

"any b%siness fir" as a "ar-etin' tool. The advanta'e of social "edia as a "ar-etin' tool is

rapid covera'e and reach of "essa'e in lesser ti"e and is cost effective.

*+) ,ow use!ul do you thin& that social media has been in

romoting a business"

V%"; *%(

K!n) # *%(

D#nJ&


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40

2>

1>

10

10

V%"; U*%:A(

K!n) O: U*%:A(

D#nJ&


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4>

0

1>

10

M#*& #:&%n

O:&%n

L%** O:&%n

N%%"

INTERPRETATION:

ro" the res%lt which we 'ot fro" the sa"ple pop%lation was 58M of sa"ple pop%lation has

pro"oted any prod%ct or service at so"e point of ti"e.

*.) Would you recommend using social media to another

organiation/ as a tool !or mar&eting a roduct$service"

Y%*

N#


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0

0

Y%*

N#

INTERPRETATION:

(s shown in the above pie chart "a6or ch%n- of sa"ple pop%lation will prefer and will

reco""end %sin' social "edia as a "ar-etin' tool. This clearly indicates pea- of interest of

people in %sin' social "edia.

TARGET AUDIENCE

Options has divide its c%sto"ers into different se'"ents li-e


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Corpor!"

p"op#"

S!$%"&!'F()#)"'

20


To reach these c%sto"ers social "edia se'"entation involvesC

. !i'ital collaborators

2. ("bivalent networ-ers$. 4edia "overs

5. ?ovin' nodes

8. &eis%re followers:. %n see-ers

They are offerin' different facilities for different se'"ent accordin'ly b%t on social "edia they

are presently tar'etin' fa"ilies spo%se and "ost i"portantly yo%th. aceboo-, twitter and

Insta'ra" are bein' %sed as social "edia vehicles as "ostly yo%th is very active these websites.

=est "eans to reach the" presently on social "edia is aceboo- beca%se everybody now has

acco%nt on aceboo- fro" top "ana'e"ent e)ec%tive to coo-.

SOCAIL MEDIA 6ONES

SOCIA, NET2ORIN5 6ONE:

9%st beca%se a networ- has billions of %sers doesnDt "ean it will have a direct contrib%tion to a

brandDs ob6ectives. Instead of tryin' to be everythin' to everybody, we foc%s o%r efforts on

networ-s that hold the -ey to o%r tar'et a%dience and ob6ectives.


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/ach networ- has its own stren'ths and wea-nesses, and we try to caref%lly pic- and choose

which networ-s will 'ive advanta'e of. Here are so"e of the "ost pop%lar networ-s which we

will be %sin'.

FACEBOOK:

Options will create its OptionDs an Pa'e separate for each Options ba-ery, resta%rant and

coffee to tar'et c%sto"ers and potential c%sto"ers.

aceboo-Ds News eed is a very visible place for social posts, itDs one of the best places for %s to

distrib%te o%r content in order to increase brand awareness, drive website traffic and distin'%ish

o%rselves as a tho%'ht leader.

Thro%'h the followin' way we will "ana'e aceboo- an Pa'eC

A


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O,&!$!H% &+% )%*-"!,&!#n* # #" ,"#(%

,!-&"% 'n) -#%" ,+# ; '))!n (!n


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C*$!H% &+% F'-%##< P'% !&+ ',,* &+%n

#"'n!H% #" &'*.


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F!(( #& ;#" JA#&J *%-&!#n !&+ '*!-

!n#"$'&!#n.

P#*& #&+%" -#n&%n& &;,%* '* %((.

P!n !$,#"&'n& ,#*&* &+% , # #" ,'%.

Monitor an< res?on< to co>>ents on 'an ?a#e.


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0ur 1witter 2username

0ur ro-le hoto

0ur bio

0ur header hoto.

0ur inned 1weet

20


TWITTER:

Twitter is best to %se as a c%sto"er service and b%siness develop"ent channel. 4onitor this

networ- for inbo%nd "essa'es fro" dis satisfied c%sto"ers, and 1%ic-ly t%rn the" into happy

connections. (t the sa"e ti"e, loo- for prospective c%sto"ers. @e will cover the five different

parts of a Twitter profile and so"e best practices to -eep in "ind as we b%ild o%r b%sinessD ho"e

on Twitter.


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Say 4than& you5 %a lot)6

7se the 2 rely to ublicly than& someone6

Listen to our !ollowers6

08er discounts or secial deals to 1witter!ollowers6

7se images and videos6

9avorite tweets

As& :uestions and run olls

7se images !or more attention

Write long messages in ;< and then 1weet the lin&

1reat it li&e a dedicated blog

7se the same email address !or email camaigns

I! something is oular on 1witter and 9aceboo&/ crossost it to ;<

Mi= your email camaigns with your ;oogle< osts

20


So>e ot$er strate#ies i"" a"so e fo""oe


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,ash tag your niche tye

Share hotos o! our team actively articiating andinteracting with customers6

1ease hotos o! content and share a lin& and call toaction

>ncourage your readers to ost their own hotos

?romote your roducts with creative/ ro!essionalhotos

08er romotions and e=clusive announcements to!ollowers

Leverage hoto contests on instagram with !aceboo&

20


INSTAGRAM:

Options will connect its Insta'ra" acco%nt to its other social "edia acco%ntsC aceboo-,

Twitter, and ;oo'le.

Share a Variety of Content


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SOCIA, PB,IS(IN5 6ONE:

This one of social "edia "ar-etin' act%ally involves 1%ite a "i)t%re of "any techni1%es and

tools for 'ettin' proper reach to the tar'eted cons%"ers. The content which will be 'enerated for

pro"otion of options will be "i)t%re of p%re or'anic content and sponsored conversations to

have an opti"ied desired res%lt in 'eneration of cons%"erDs attention towards option resta%rant

and caf.

C/ANNELS FOR CONTENT DISTRIBUTION:

The channels which will be %sed for the distrib%tion of content to selected tar'et se'"ent are

"entioned below

• =lo's on blo''in' websites which incl%des blo'.co" , blo''er.co", pen%.co" and etc

• 4edia sharin' sites which incl%des o%T%be, aceboo-, !aily "otion, Twitter feed etc.

AUT/ENTICITY OF CONTENT GENERATED:

The content which will be 'enerated by options for its pro"otion will be p%rely a%thentic and

will be cons%"er 'enerated for that followin' strate'ies will followed

• On spot ratin' and reviews will be ta-en by cons%"ers who have availed the option

e)perience and special disco%nts on the total bill 'iven to c%sto"ers if they will rate the

option service and will 'ive reviews abo%t it. =y this disco%nt offer c%sto"erDs interest

will increase in providin' ratin' and reviews and in this way ori'inal reviews and ratin'

will be established for option and it will help options for its pro"otions.

• &i-in' Pa'e on aceboo- on the spot will provide c%sto"ers to avail $d 'a"in' service

and ?obin =as-in ice crea" one scoop Kflavor of yo%r own choiceL will be offered and

both this options will be free of cost.

SOCIA, ENTERTAINMENT 6ONE:

In social entertain"ent Options will %se Transactional advertisin' and in*;a"e (dvertisin'.

TRANSACTIONAL ADVERTISING:


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BI,! )OR A!IENCE:

The first step to 'ettin' so"eone to visit Options "ay be to 'et the" to visit their

aceboo- pa'e or follow the" on Twitter and Insta'ra". Once they have their social "edia

acco%nt pa'es set %p, "ore ti"e sho%ld be spent on findin' and b%ildin' their a%dience on these platfor"s. Since "any retail shops are “#eo#ra?$ica"" c$a""en#e


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INCENTII6E A!IENCE TO ISIT

=%ildin' loyalty and connections with c%sto"ers is a 'reat lon'*ter" s%ccess strate'y.

However, there are plenty of ways to provide incentives for yo%r online a%dience to "a-e an in*

person visit with a "ore i""ediate i"pactC

(nno%nce a disco%nt for anyone who wal-s in and "entions Twitter or aceboo- while

placin' hisEher orders.

(nno%nce a special event at yo%r bar.

(nno%nce "en% of the day 3 special deals

REVIEWS AND RATINGS:

T(E IMPORTANCE O' 2OR! O' MOT(

J2or< of >out$J those three little words have always been critical for resta%rants, with

c%sto"ers spreadin' the news abo%t their dinin' e)periences to fa"ily and friends. Today, word

of "o%th is "ore pervasive and powerf%l than ever d%e to the increasin' pop%larity of online

reviews and social "edia. 0%sto"ers air their opinions for all to see online. @hether a '%est

raves or rants abo%t yo%r service, itDs not 6%st a passin' co""ent to a friend or two. ?eviews "ay


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re"ain online for years, infl%encin' co%ntless potential c%sto"ers. Pl%s, the dra"atic increase in

s"artphones p%ts reviews literally in the hands of "illions decidin' where to dine o%t.

Online reviews have e"er'ed as one of the "a6or factors that infl%ence p%rchase

behaviors of todayDs cons%"ers. Than-s to sites li-e 'oona.net and Tri?A


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3. ENCORA5E (APP) CSTOMERS TO 5IE POSITIE REIE2S

Instead of foc%sin' on pro"otional brand content or paid advertisin' as a top invest"ent

priorities, Options can let 5C Duser-#enerate< conce?tF wor- wonders for their brand

rep%tation. ( 'reat tactic for levera'in' ;0 is to collect feedbac- fro" their happiest c%sto"ersand enco%ra'e the" to post reviews. These people can be powerf%l word*of*"o%th catalysts for

their b%siness, so it "a-es sense to -eep the" en'a'ed. 4eanwhile, if they are already en6oyin'

a five*star rep%tation on Pa- reviews or Trip(dvisor, best reviews sho%ld be shared on aceboo-,

Twitter or Insta'ra". ItDs a 'reat alternative to p%shin' lo%d sales "essa'es that donDt always

wor- anyway.

4. PROMOTE )OR BSINESS ON REIE2 & SOCIA, ME!IA SITES

Options sho%ld not li"it its efforts to ,ie us on 'aceoo; or 'o""o us on

Titter.; They sho%ld let people -now they can also be fo%nd on review sites s%ch Trip (dvisor,

;oo'le, o%rs1%are and other platfor"s. This serves "i'ht serve as a de"onstration of their

a%thenticity, transparency and openness to feedbac-, which can be the "ost critical factor to

s%cceedin' on social "edia.

%. I!ENTI') & RESO,E CSTOMER ISSES

If c%sto"ers have raised iss%es on social "edia in online reviews, they are needed to be

located and resolved. Social "edia has transfor"ed how b%sinesses handle co"plaints and

respond to c%sto"ersD needs and e)pectations. O%tside of aceboo- and Twitter, the voice of the

c%sto"er can also be heard on co""%nity*based, review*driven platfor"s. /)tend the scope of

efforts to incl%de online review sites. ?esolve c%sto"er iss%es, while also creatin' new

opport%nities to foster c%sto"er loyalty and win lifelon' fans.


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INSTA5RAM

&i-e "ost social networ-s, %sers can accr%e followers who will see their photos. The %se of hash

ta's is enco%ra'ed as a "ethod of photo discovery. It will be 1%ite %sef%l when it co"es to

pro"otin' the c%lt%re and the aro"atic food of Options. Insta'ra" en'a'e"ent rate is one of the

best of all social networ-s. Its i"a'e*centric nat%re lends itself to showcasin' and sellin'

prod%cts. @hen yo%Dve established a lar'e tar'eted a%dience and 'ained tr%st and loyalty, itDs

ti"e to convert browsers to b%yers.

',ICR

lic-r describes itself as Athe best online photo "ana'e"ent and sharin' application in the worldA

and provides an easy to %se online syste" for %ploadin' and sharin' yo%r pict%res with anyone

yo% li-e. =%sinesses can %se lic-r to share photos of events or prod%cts they have available to

b%y which can be lin-ed to fro" their e"ails, website, blo's or any other Social 4edia. Options

are providin' the facility of photo 'allery where yo% can 'et yo%r i"a'es online

B,O5S

=lo's Kan abbreviation of the word Aweblo'AL are a type of website that allows an individ%al or

b%siness to write a r%nnin' co""entary or diary of their activities which can be "ade available

for anyone to see. =lo's can be p%rely te)t*based, b%t really co"e to life when enriched with

other Social 4edia tools li-e o%T%be videos, Twitter feeds, photos, a%dio and lin-s to other

e)ternal sites of interest.

There are a n%"ber of free blo''in' tools available, incl%din' @ord Press and =lo''er which

provide %sers with a si"ple way to establish an online presence witho%t havin' to pay for a

website.

USE OF SOCIAL MEDIA TO ENGAGE CUSTOMERS

◊ SOCIA, SERICE:

If c%sto"er service is i"portant to co"pany then have a desi'nated person Kor a tea",

dependin' on the sie of yo%r co"panyL "ana'e c%sto"er service strate'y on social "edia.

http://www.flickr.com/http://www.shell-livewire.org/search/?keywords=blogshttp://wordpress.com/https://www.blogger.com/http://www.flickr.com/http://www.shell-livewire.org/search/?keywords=blogshttp://wordpress.com/https://www.blogger.com/


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4onitor the -ey social channels s%ch as Twitter, aceboo-, ;oo'le and Insta'ra". 0o"pany is

not only loo-in' to react to c%sto"ers who post ne'ative reviews or co"plaintsJ it also loo-in'

to en'a'e and than- the c%sto"ers who post positive co""ents. Options provide the social

service to its c%sto"ers by -eepin' an eye on their post, views abo%t the brand.

◊ CONTENT MARETIN5:

One of the stron'est social "edia strate'ies is content "ar-etin'. Options are postin'

infor"ation abo%t their prod%cts and services that is a val%able reso%rce for c%sto"ers. The -ey

is to not be self*pro"otin'. ;ive val%e, and itAll develop a loyal followin' that loo-s forward to

yo%r insi'hts. @e are postin' blo's and create white papers that share infor"ation on the latest

and 'reatest happenin's.

@>?@?0S>( C01>1B

One of t$e Kuicest as to create new content is to rep%rpose it fro" yo%r blo's and articles.

or instance, e)tract a sentence or two fro" an article or blo' post, and t%rn it into a tweet. Or

ta-e short, "eanin'f%l 1%otes fro" yo%r articles and “pin” the" on Interest. 4aybe yo% co%ld

create a slideshow of yo%r articles with cool 'raphics p%rchased fro" royalty*free photo'raphy

sites s%ch as =itstoc- Photo and post the" on Slide Share. There are "any places yo% can %se

rep%rposed content.

;>S1 ?0S1SB

Is a co"pany confident eno%'h to feat%re their co"petitors on their website If so, consider

p%blishin' a se"i*re'%lar '%est post fro" one of their friendly co"petitors or collea'%es in the

sa"e ind%stry. This shows that theyAre really interested in sharin' relevant content, even if itAs not

there, with their co""%nity.

01D>B

o%T%be strate'y is very %sef%l, the search en'ine %sed the "ost is o%T%be, and postin'

val%able and infor"ative videos is a powerf%l way to reach c%sto"ers and prospects. ThatDs why

option will foc%s to post their videos on o%T%be to reach lar'e ch%n- of c%sto"ers


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=y %sin' all these we are providin' infor"ation abo%t o%r brands so that "ore and "ore

c%sto"ers -now abo%t %s and reach %s.

BUDGET FOR SOCIAL MEDIA

Options is not only spend on their -itchen, services, decoration, "aintenance and others. In fact

they e)tract appro)i"ately #M of their b%d'et for "ar-etin'. Now the point is that options

never %se (T& for pro"otions, they never release their ads on TQ co""ercials and radio. or

"ar-etin' there selves they %se 1%arter percent of their b%d'et on =T&. Options fro" the

be'innin' %se =T& tool which coversC

Standees

le)es

=roch%res

(nd the rest b%d'et %sed in S/O, /*"ails, web develop"ent and initial analysis, social "edia

and content "ar-etin'. There are a "%ltit%de of different di'ital "edia channels to pro"ote and

co""%nicate Options "essa'e. =y ne)t year, that n%"ber will only increase, and the role of

social "edia will 'row even 'reater on platfor"s li-e aceboo-, Pinterest, Twitter and

Insta'ra".

T#&'( )%& #

O,&!#n* 100

M'"


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UNANSWERABLE 5UESTIONS

Options a'rees that social "edia is the f%t%re of the "ar-etin' b%t plannin' for its raises a

n%"ber of see"in'ly %nanswerable 1%estionsC

o Sho%ld we dele'ate social "edia responsibility

o @hat platfor" sho%ld we foc%s on

o How often sho%ld we posto How "any ca"pai'ns sho%ld we r%n

o @ho create the content

o @hat technolo'ies sho%ld we introd%ce

o Sho%ld we hire the fir" or in ho%se

(t Options, weDre navi'atin' the ne)t year of social "edia, plan, and b%d'et properly. In this

'%ide, weDll be foc%sin' on a di'ital strate'y centered on re'%lar social "edia ca"pai'ns

thro%'ho%t the year. ?ead on for o%r considerations on b%d'etin' social "edia ca"pai'ns this

year and beyond.

or di'ital active brands, especially Options, social "edia vastly o%tpaces other for"s of "edia

in lead 'eneration and c%sto"er conversion. (nd for "ar-etin' tea"s of one to five e"ployees,

B%(# &+%

(!n%

S#-!'(

M%)!' 812

/# )# % )%& #"

*#-!'( $%)!' -'$,'!n

OR /# )# %

$%'*"% #'(* #"

'(( # &+%*%


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social "edia is responsible for nineteen percent of lead 'eneration spend, with S/O and e"ail

"ar-etin' followin' at si)teen and twelve percent respectively. That n%"ber will only increase

in the years to co"e. Social "edia activity is now a -ey deter"inant in S/O al'orith"sJ The

"ore socially active yo% are, the hi'her yo%Dll appear in search. Social "edia is provin' "oreeffective than pay*per*clic-KPP0L, for both =20 and =2= co"panies ali-e.

O (%')

G%n%"'&!#

n S,%n)

9ARTER,) AN! ANNA, !I5ITA, B!5ET

That said we still reco""end a "%lti*channel approach when it co"es to di'ital b%d'et

plannin'. =anner ads and S/O will 'et yo%r "essa'e seen by people who "ay not be active on

social "edia, and all contin%e to play a -ey role in c%sto"er conversion online. The -ey is to

avoid overspendin' on di'ital by settin' two types of allowanceC a base line 1%arterly di'ital

b%d'et and ann%al ca"pai'n*based b%d'et, then brea-in' those a"o%nts in to activities and ad

b%ys in several "ain cate'oriesC

CONTENT

• @ritin'

• ;raphic desi'n

• Qideo prod%ction

• (%dioErecordin'

SEO

19


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• Technolo'y

• ('encyEcons%ltin'

SOCIAL MEDIA

• &istenin'Eresearch

• Social ads

• Pro"otions

B!5ET A,,OCATION 'OR 01 MONT(S 'OR SOCIA,

ME!IA

1as&s Dudget

Allocations

Web

develoment

and initial

analysis

*5E

S>0 F+E

>Gmail *+E

Social media F+E

Content

Mar&eting

.+E


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14D

29D

10D

29D

19D

D7(;>1 ALL0CA1I0 90@ *. M01,S 90@ S0CIAL M>(IA

W%B )%%(#,$%n& 'n) !n!&!'( 'n'(;*!* SEO E8$'!( S#-!'( M%)!' C#n&%n& $'"


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APPENDI?

9ESTIONNAIER 'OR SRE)

0F 5ene "ee":

&ess than $#,###

$,###*:#,###

:,###*>#,###

>,###*2#,###

4ore than 2#,###

5) (o "on# ou are een usin# socia" >e


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aceboo-

Twitter

&in-edIn

o%T%be

;oo'le Pinterest

Insta'ra"

o%rs1%are

#) According to you !or what urose$s social media is used !or"

%Select as many choices as you li&e) To advertise prod%ctsEservices

To 'ain feedbac- fro" c%sto"ers To en'a'e Kin conversationL with c%sto"ers

To offer pro"otional ite"s e.'. co%ponsE'ift vo%chers

or b%siness to b%siness p%rposes e.'. &in-edIn

To analye the co"petition

I donDt %se it for b%siness p%rpose

9 (o you !eel that organiation should use social media more in

its day to day oerations and mar&eting uroses" es

No

10 ,ow use!ul do you thin& that social media has been in

romoting a business" Qery %sef%l

Rind of %sef%l

!onAt -now

Not very %sef%l

seless

11 ,ow many times has social media heled you to mar&et a

seci-c roduct$service"

4ost often

Often

&ess often


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Never

12 Would you recommend using social media to another

organiation/ as a tool !or mar&eting a roduct$service"

es

No

1 I! you answered o to the :uestion above lease state

!rom the otions below why you do not recommend socialmedia more o!ten

Not eno%'h ti"e

Not eno%'h reso%rces Ke.'. staff, co"p%ters, financesL

!onAt thin- it is %sef%l to the or'aniation

Have ins%fficient -nowled'e on how to %se social "edia

*H) ?lease write a !ew words on the bene-ts o! social media

comared to other mediums


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Social Media Marketing Plan of OPTIONS (1)

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Transcript of Social Media Marketing Plan of OPTIONS (1)