Facebook Marketing Planning

1. DIGITAL MEDIA

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.