DIGITAL MEDIA

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

COCKTAIL PARTY ADVICE

Meet people and start conversations

Add value – be helpful, answer questions

Ask questions, trust others’ advice

INBOUND MARKETING PROCESS

Process

• Publish

• Optimize

• Promote

• Target

• Capture

• Nurture

• Test

• Analyze

• Repeat

Measure

Convert

Get FoundTools

• Content Mgmt

• Blogging

• Social Media

• SEO

• Offers / CTAs

• Landing Pages

• Emails

• Lead Intel

• Analytics

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

DIGITAL OBJECTIVES

Increase

brand

awareness

Low calorie

food

Boost traffic

to channel

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.

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 calorie foodCTA message:

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

STRATEGIC APPROACH

Through conversations, we help brand create a

bond with their consumers.

Two things power good conversations for brand.

Content ConnectionsGreat

conversations

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.

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.

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.

FIRST JOBBERS, WHAT DO THEY THINK

Their Right Time

Food quality and Traceability

Daily/Weekly Promotion

USER FLOW

• User visits to apps from another channels

Step 1

• User take and post their photo

Step 2

• Submit photo. Photo will be saved in the gallery

Step 3

• Share & Tag friends on their Facebook wall

Step 4

• Vote others and invite friends to play

Step 5

Create a buzz for the

launch date

• VIRAL CLIP

• “Eat Like A King”

SNAP SHOT

CONTEST

CTA message:

ENJOY with easy and

quick recipe

VIRAL CLIPMessage : 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

PHASE 1 STARTEGY

EAT LIKE A KING

Communicate the benefits

of Burger to consumers

CTA message:

Low calorie food

• BURGER SOCIAL

CONVERSATION

• “Eat Like A King”

SNAP SHOT

CONTEST

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.

PHASE 2 STARTEGY

EAT LIKE A KING

Boost traffic to stores.

Link to channels

CTA message:

BE OUR FANS

• INTEGRATED

ACTIVITIES

• BURGER FEST

contest

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.

PHASE 3 STARTEGY

EAT LIKE A KING

ACTION PLAN

Timeline

Objective

Content

Activity

Channel

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

Phase 1

Communicate the

benefits of Burger

consumers

Boost traffic to

stores

• BURGER

SOCIAL

CONVERSATION

• INTEGRATED

ACTIVITIES

• BURGER FEST

contest

EAT LIKE A KINGEAT LIKE A

KING

Prizes,Celebration,Promotion

Phase 3Phase 2

TOOLS & TACTICS1st step Create relevant,branded contentthat has a strongpresence insearch engines

2nd stepReach targetaudience by pushingand promotingFood content.

3rd stepMake the contentengaging and grabthe attention andinterest of theaudience.

4th stepCapture sales bymaking thepurchasing ofproducts quick and easy5th step

Satisfyingconsumers so theyengage in positiveword of mouth.

SOCIAL MEDIA STRATEGY

Contests

Brand Involvement.-Word-of-Mouth.-Huge audience on socialmedia sites.-Shares and Likes.-Increase in fans andfollowers.-Engagement withproducts/services.-Appropriate for type ofsocial media.

Content

Visually appealing.-Up to date.-Variety of media(photos/videos).-Easy to share withother social media sites.-Don’t over-brand socialmedia pages.-Worthy/interestingposts and media

Harmony-Brand image for all sitesshould be the same.-Links to other socialmedia/websites.-Complimentary contentwithout excess overlap

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

KEY PERFORMANCE INDICATORS

To increase consumer involvement

and engagement.

Contests on social media sites, appealing

content on all digital mediums, “Sharing Stars” mobile rewards program, and harmony among all social media sites.

Likes, follows, visits, and overall increase in engagement on social media sites,website, blog, and mobile apps.

Goal

Strategy

Success

Measures