hwaa fast food
TRANSCRIPT
-
7/25/2019 HWAA Fast Food
1/30
Social Media Marketing
HWAA Fast Food Restaurant
Group members:
Hassaan Awan
Waleed Bin Zubair
Syed Awais Ali
Afzaal Sardar
-
7/25/2019 HWAA Fast Food
2/30
Content
Executive summar!rie" overvie#Social media presenceCompetitor analsisGoals
Strategies$arget market%mplementation&lat"orm speci'c tactics and toolsContent developmentAssignmentsMonitoring$uning
!udget
-
7/25/2019 HWAA Fast Food
3/30
2
Executive summar
The HWAA fast food company is a new fast food restaurant introduced in
Lahore. Bein brand new! it is not "nown at all! instead there are stron fast
food restaurants that ha#e been in Lahore for a lon time and ha#e ood
in$uence on the people! one reason bein! because of their well%planned and
e&ecti#e social media mar"etin! but in time! hopefully! HWAA fast food willincrease its in$uence in Lahore. The purpose of the social media mar"etin
plan is to use the social web to 'nd! enae and attract people in Lahore! not
only that! it is also to understand the mindset of the people! as in what they
prefer! what they li"e etc. for better sales.
The oals of the social media mar"etin plan are! increasin in$uence in the
social media platforms by strenthenin the brand in the eyes of the people!
ma"in people aware of the brand throuh means such as (aceboo"!
)ouTube! (lic"r and Twitter and ha#in to produce positi#e word of mouth. To
impro#e customer satisfaction is also a oal! eneratin new products ideaswith the passae of time and con#incin the customers to come to the
physical location of the fast food restaurant.
There are strateies present to pro#ide a uideline for implementin the
social media plan! these strateies will be fully implemented without
anythin left behind! There is trac"in! monitorin! measurin and e#aluatin
the social media e&orts. There are also a budet plan established and lastly
the conclusion will be with return on in#estment analysis.
!rie" overvie#
(ast food restaurants are becomin *uite popular in Lahore! there are many
people who prefer to eat fast foods such as burer! fries etc. especially
durin Sundays! either by themsel#es or with their families or friends. All
"inds of people come to eat fast foods! men! women! elderly! adults etc. The
social media can be used to obser#e! interact and in$uence the mar"et
-
7/25/2019 HWAA Fast Food
4/30
2
sement! in combination with a ood eatin en#ironment and ood *uality
products.
Social Media &resence
+urrently! since the company is brand new it has no such presence in any
social media! but there are plans that ha#e been made to increase the
company,s social media presence. This will be done throuh (aceboo" at
'rst! and if e#erythin is oin well! then the company,s social media
presence will spread to )ouTube and later on to twitter! (lic"r and brand
communities.
Since the company is startin from Lahore! the social media presence
related oal is to try reachin all the residents usin (aceboo" in Lahore! this
can include students! business men! families etc. all and all most of the
people of Lahore -if not entire will be tareted. /f the residents will 'nd it
interestin and this social media will ha#e a positi#e impact on them! then in
order to further increase the social media presence and e0pose the people to
the information of our products and ser#ices e#en more )ouTube will also be
included and we will focus on increasin our in$uence in )ouTube! as well as!
maintainin our social media presence in (aceboo". Later! in order to
increase our in$uence e#en further! we will increase our in$uence in twitter!
(lic"r and brand communities! so that the information about our productsand ser#ices -that will be o&ered will reach the taret mar"et e&ecti#ely.
The company will also form its own website on the internet! from where the
customers can contact with the company directly to as" any *uestions
he1she has! they can see the information on products! oods! #arious deals!
o&ers and any ser#ice that they miht li"e to use and they can also 'nd
company,s location and address if they want to! for their own con#enience. /f
-
7/25/2019 HWAA Fast Food
5/30
2
this oes well then! in the future we will also pay #arious other companies or
websites to mention our company in their website.
When it comes to HWAA fast food this is the plan! but what about the social
media presence of its competitor! there are many fast food restaurants
present in Lahore that pose a hue threat to the company and its pro'ts. Thecompetitors are Burer "in! Howdy! (+! 3c4onald and Hardees. These
companies ha#e been in Lahore for a lon time and thus ha#e much stroner
preference in the minds of the customers! not only this! they ha#e well
*uali'ed employees and ha#e a #ery stron social media presence in twitter!
)ouTube! (aceboo" and they ha#e presence in brand communities as well!
where their products and ser#ices! #arious o&ers etc. are discussed by the
people. +ompetin with them will be hard.
-
7/25/2019 HWAA Fast Food
6/30
5
Competitive analsis
The Social 3edia SW6T analysis of the company in#ol#es the strenths!
wea"nesses! the opportunities and the threats that the company faces due
to the e0tent to which the competition is far in the social media.
$(e strengt(s:
When we tal" about the strenths of HWAA fast food +ompany! 'rst there is
(aceboo". 6ur entire roup of people "nows fully! how to use the (aceboo"and also understand how important it is to ha#e social media presence on
the (aceboo"! since ma7ority of the people in Lahore use (aceboo". HWAA
fast food has 2 personal that are social media specialists on (aceboo" and on
the other social media platform! which is )ouTube. They can be of reat
bene't to increase social media in$uence on the customers. These personal
are ood at ma"in appealin #ideos! pictures of products and ser#ices or
o&ers and also other content and postin them which can be #ery bene'cial
to HWAA fast food and they are also #ery capable in puttin #ery well
desined content -pictures etc. on the social media platforms! to attractma0imum customers.
Aside from well *uali'ed personal! the HWAA fast food people are united and
our i#in their full support! not only that! they are moti#ated to e0pand this
business and ma"e it successful. This also means that there is hih deree of
teamwor" potential which is #ery bene'cial. The personal are also #ery
responsible -as they are e0cited and moti#ated and all of them want to do a
ood 7ob.
We also ha#e a website specialist! who is well *uali'ed and well capable to
ma"e a website that has appealin te0ture and desin8 he will also
constantly update the website if needed.
$(e #eaknesses:
6ne of the ma7or wea"nesses is less in$uence in the social media! where the
competitors ha#e hih in$uence in this! HWAA fast food! bein a brand new
-
7/25/2019 HWAA Fast Food
7/30
5
company! has no in$uence in (aceboo"! )ouTube! (lic"r! Twitter. Since it is a
brand new company! not many people "now about it or are interested in it!
they are more interested in multinational fast food restaurants that ha#e a
ood imae in their mind! such as 3c4onalds! (+ etc. Another wea"ness is
also that! the HWAA fast food does not ha#e any specialist well in social
media mar"etin on (lic"r and Twitter! since they don,t ha#e an
understandin of it and don,t "now how to use it! the sta& is not #ery
supporti#e in social media mar"etin on (lic"r and Twitter! since they don,t
"now how to use it.
$(e opportunities:
-
7/25/2019 HWAA Fast Food
8/30
9
The most bene'cial opportunity a#ailable to HWAA fast food is the fact that
ma7ority of the people in Lahore use (aceboo"! so (aceboo" can be a #ery
ood social media platform and it can enable us to reach a hih number of
people in Lahore. There is also )ouTube that is used in a lare e0tent for
purposes such as interaction with other people! postin #ideos etc. so by
postin #ideos on )ouTube! we can reach the information on our products
and ser#ices to our customers. We can use )ouTube as a source of
information relatin to customers way of thin"in! their preferences etc. by
readin and analyzin the comments below and by the amount of li"es and
disli"es.
6n (aceboo"! there are #arious areas that ma7ority of the people lo#e to #isit!
T: sports! which as a total estimated fans of ;52! A@) news! Wa*t news and Samaa news.
These areas can be a ood place to in$uence the people.
eople also use (lic"r for postin and sharin pictures in Lahore! it presents a
reat opportunity to post #arious pictures of product and ser#ices! and try to
appeal the citizens with our o&ers! prices! desin! etc.
There is an opportunity to use Twitter as well! since it is used by many people
for the purpose of sharin pictures. This social media platform can i#e the
opportunity for HWAA fast food +ompany to post pictures of the restaurant,s
physical en#ironment and of its products li"e burer meals etc.
There is also the fact that there has been an increase in fast food eaters inLahore. Accordin to an article by :a*ar Ahmad! published on 3ar
-
7/25/2019 HWAA Fast Food
9/30
9
$(e t(reats:
The competitors of HWAA fast food restaurants that pose a hih amount of
threat areD
)* Mc+onald
3c4onald is a well%"nown fast food restaurant in Lahore and in the entire
a"istan. /t uses social media platforms such asD
Facebook
6ne of the most famous brands to adapt to social media in a"istan is
3c4onald,s. 3c4onald,s came to a"istan with a plan! coupled with an
aressi#e ad#ertisin to taret its customers at a brand new le#el of
interacti#ity. With the riht mi0 of updates! i#eaways and an interestinly
popular (aceboo" Application 3c4onald,s is claimed its proud standin in
social media mar"etin.
3c4onald,s started ad#ertisin its oEcial (aceboo" pae for a"istan! lurin
their taret audience for a i#eaway campain "nown as F7oy on the oG. A
-
7/25/2019 HWAA Fast Food
10/30
9
simple (aceboo" app where fans wrote in why 3c4onald,s dri#e throuh is
their 7oy on the mo#e. The participants with the most li"es for their story
were awarded some awesome prizes li"e ipad5! iods and meal #ouchers.
This is producin a ood #ibe. 3oreo#er the pae is pretty responsi#e to the
*uestions and *ueries put forward by its fans! but more e&ort is needed toma"e sure the brands puts forward a more communicati#e imae! thus
strenthenin a bond between the fans and 3c4onald,s.
With this application! 3c4onald de'nitely arri#ed on the a"istan,s internet
mar"etplace and it would be interestin to see how re#olutionary the
company ets once it settles its initial online area. 3c4onald,s remains one
of the biest brands in the world and this is re$ected in its social media
communities. The 3c4onald! despite bein a well%"nown restaurant! has a
certain number of faults such asD 3c4onald,s actually does relati#ely little in
reards to postin content on its wall. Accepted wisdom suests that youneed to post fre*uent updates in order to maintain people,s attention on
(aceboo".3c4onald,s enerally posts fewer than '#e updates a month yet
each one attracts se#eral thousand li"es, and comments! which is more than
the brands that posts se#eral times per day. 3c4onald,s ma"es no apparent
e&ort to respond to the thousands of user comments it recei#es! and most of
its posts are merely product promotions. /nterestinly! the local mar"et
paes are far more acti#e and post se#eral updates per wee". While many
businesses use social to i#e a more rounded imae of the brand by postin
lifestyle content! 3c4onald,s 7ust promotes its product rane and upcominchanes to the menu.
I#en so! it maintains an impressi#e le#el of enaement! with each post
attractin se#eral thousand li"es, and comments.
$#itter
6n Twitter! the fast food chain has upwards of 592!
-
7/25/2019 HWAA Fast Food
11/30
9
The company posts updates such as! F,/f we didn,t ha#e birthdays! you
wouldn,t be you. /f you,d ne#er been born! well then what would you doJ,
Happy Birthday 4r. SeussKG and FHappy Thursday e#eryoneK Hope your day
is o& to a reat startKG
/t e#en re tweets updates unrelated to the company li"e FThose small words
someone can say that ma"es your day ten times better. Little ThinsG and
F/ try to be the ; person to stand up and do somethin for someone when
e#eryone else sits and watches.
/t,s 'ttin that 3c4onald,s Twitter updates are positi#e and upliftin!
considerin that its trademar" colors are briht! it ser#es Happy 3eals! and
its sloan is F/,m lo#in, it.G The company is all about happiness! and this
e&ecti#ely translates o#er to its presence on Twitter.
Alon with ne#er postin neati#e content! the 3c4onald,s Twitter feed is
clearly run by e#eryday people. /ts ten Twitter representati#es sin their
tweets with their initials! postin statuses li"e F/t,s (ridayK How is e#eryone
this morninJ
The ad#ertisin is in there! but it,s not so direct M people update their (ace
boo" or Twitter accounts all the time mentionin restaurants or products.
@ic" Wion! 3c4onald,s social media director! told @ 4aily! Feople want to
connect with actual people on Twitter.G /nstead of soundin li"e an
automated machine! the company,s account is personal and heartfelt.
Both the oriinal and corporate 3c4onald,s Twitter feeds are 'lled with
replies to users! whether *uestions posed to the company deal with
customer ser#ice complaints or friendly suestions.
-
7/25/2019 HWAA Fast Food
12/30
9
+ompany employees will e#en send handwritten notes to dis satis'ed
customers after hearin about their issues on Twitter. Accordin to The @eal%
time @eport! FSe#eral hundred satis'ed customers ha#e ta"en photos of the
notes and posted the imaes on Twitter!G which helps remind 3c4onald,s of
why it,s on Twitter in the 'rst place.
,ou$ube
When it comes to )ouTube! 3c4onald posts commercials of its products such
as burer meals! #arious combos and its #arious discounts and o&ers. /t has
e#en launched a )ouTube channel! which is by British #loers Nabriella
Lindley and 6li White. The purpose is to launch +hannel Os as part of a new
stratey to enae with the ;> to 29%year%old demoraphic! that is becomin
increasinly hard to mar"et by usin traditional media. The #loers! who
will host a wee"ly show! will promote the channel to their fans with the aim
of attractin youn people who want to Fturn their passions and ambitionsinto reality in 7ust C2 hoursG.
The picture of the channel is i#en belowD
-
7/25/2019 HWAA Fast Food
13/30
9
Apart from 7ust postin #ideos on )ouTube! 3c4onald also collects data from
the below commentsand the li"es and disli"es! that are made by the people!
to see how they feel about their products or ser#ices or o&ers. /f any need is
re*uired for an impro#ement! 3c4onald ta"es the necessary steps to deal
with the problem and tries to impro#e its in$uence on the people! so that
they can persuade them to buy their products and ser#ices.
Flickr
3c4onald uses this social media platform to in$uence the people to buy their
products! by showin them photos of their restaurant,s en#ironment and
products.
The followin are some e0amples of photos of 3c4onalds on (lic"rD
-
7/25/2019 HWAA Fast Food
14/30
9
-* Hardees
Aside from 3c4onald we also face the threat of Hardees! which is also a well%
"nown fast food restaurant in Lahore.
Facebook
Hardees has a (aceboo" pae on the internet where it shows #arious
ad#ertisements containin its burers! meals and other #arious deals! as well
as! o&ers! to et the (aceboo" users to buy their food and use their ser#ices.
Aside from that there are also pictures of Hardees burers present. Hardees
use (aceboo" to interact with the customers by replyin to their comments!
the (aceboo" pae can be used to notify the customers of any deals! it can
be used to introduce new products to new people. /t is used for producin
positi#e word of mouth of Hardees. /t can also be used for atherin
information on the mindset of the people! of how they react to the content
posted and what they want and don,t want.
-
7/25/2019 HWAA Fast Food
15/30
9
Flickr
6n (lic"r Hardees has posted #arious pictures of its eatin en#ironment! its
delicious meals and food! to persuade the people to buy its products. An
e0ample isD
As it can be seen from this e0ample of (lic"r picture posted by Hardees! weare shown the desin and te0ture of Hardees at mm alam road! its lihtin!
and its cleanliness. This is for the sole purpose to attract customers by
showin its beautiful infrastructure and not only that! ha#in to produce
positi#e word of mouth.
-
7/25/2019 HWAA Fast Food
16/30
,ou$ube
Hardees posts #ideos of its oods or about its company on )ouTube! Apart
from 7ust postin #ideos on )ouTube! Hardees also collects data from thebelow comments and the li"es and disli"es! that are made by the people! to
see how they feel about their products or ser#ices or o&ers. /f any need is
re*uired for an impro#ement! Hardees ta"es the necessary steps to deal with
the problem and tries to impro#e its in$uence on the people! so that they can
persuade them to buy their products and ser#ices.
$#itter
Hardees ha#e a separate account in Twitter by the name of Hardees
a"istan! PHardees a"istan andHardeeQs PHardees . /t consists of
Tweets! replies and media.
-
7/25/2019 HWAA Fast Food
17/30
There are #arious tweets of Hardees present! to e&ecti#ely in$uence the
people! here are e0ampleD
Hardee's @Hardees Apr 27
Drink like a moonshiner when you get a Mason
jar cup with a large Midnight Moonshine Burger
combo.Hardees shows pictures of its products and post them with interestin
sentences! to in$uence and et the people to buy its products and ser#ices.
There are also #ideos present that tal" about Hardees and its products aside
from pictures. This is a ood way to reach people in Lahore. This pae can be
used to notify the customers of any deals! it can be used to introduce newproducts to new people. /t is used for producin positi#e word of mouth of
Hardees. /t can also be used for atherin information on the mindset of the
people! of how they react to the content posted and what they want and
don,t want.
.* /FC
,ou$ube:
(+ posts #ideos! such as commercials! on )ouTube relatin its product
#arieties! deals! prices. The comments of the people are considered hea#ily
to see how they react to the #ideos. /mpro#ement is done when the
comments are not suEciently positi#e.
$#itter:
(+ has its own Twitter pae which contains tweets and the replies of the
users. There are also pictures of the meals and burers of the fast food
restaurant. The people can comment on the tweets if he1she wishes to add
their feedbac". This feedbac" is #ery important to (+! in ma"in necessary
impro#ements.
https://twitter.com/Hardeeshttps://twitter.com/Hardeeshttps://twitter.com/Hardeeshttps://twitter.com/Hardeeshttps://twitter.com/Hardees/status/725353883732570112https://twitter.com/Hardeeshttps://twitter.com/Hardees/status/725353883732570112 -
7/25/2019 HWAA Fast Food
18/30
The twitter can be used to update the customers of any new deals pro#ided
by (+.
Facebook:
(+ has its own (aceboo" pae to reach the people of Lahore! this (aceboo"
pae can be used to notify the customers of any deals! it can be used to
introduce new products to new people. /t is used for producin positi#e word
of mouth of (+. /t can also be used for atherin information on the mindset
of the people! of how they react to the content posted and what they want
and don,t want.
$(e "ollo#ing is t(e picture o" /FC "acebook:
-
7/25/2019 HWAA Fast Food
19/30
!urger /ing:
Burer "in is yet another competitor that we will ha#e to face in Lahore. /t
has social media platforms in (lic"r! )ouTube! (aceboo" and Twitter. (rom
these platforms the burer "in reaches a lare no. of people in the taret
mar"et. There are posted #ideos! in the form of Burer in +ommercials!
pictures of the products such as meals! combos! the eatin en#ironment etc.
present in these platforms to in$uence the people of Lahore and et them to
buy its products and ser#ices with hih customer satisfaction and as such
that it produces positi#e word of mouth. The users are i#en freedom to
comment on the #ideos and pictures and their feedbac" is used to realize thele#el of performance of the social media. /mpro#ements can be made! if
there is a necessity.
So o#erall! these are the competitors that we will face in Lahore. :arious
strateies will be made to ma"e sure that HWAA fast food is successful in
in$uencin the people of Lahore and ettin them to buy more of our
products and ser#ices then these competitors. /t can be said that the content
on the social media platforms are as resource hoo"s! attractin peoplethrouh the content present.
-
7/25/2019 HWAA Fast Food
20/30
Goals
/t can be seen! that the competition is touh and their in$uence on the
people is stron. /n order try to wea"en the in$uence of these competitors
and increase the in$uence of HWAA fast food restaurant! this social media
plan has been made. The oals that are of this social media plan is to
introduce our products and ser#ices to the people and ma"in our presence
"nown by means such as (aceboo" account! brochures and then by usin the
social media platforms! it is our oal to strenthen the brand in the minds of
the people! so that they prefer our products more. This should be done
primarily for fast food lo#ers in Lahore. We should ma"e sure that! throuhmar"etin on twitter! (lic"r! )ouTube and (aceboo"! it produces a positi#e
word of mouth amon the people! neati#e word of mouth should be "ept as
minimum as possible! so that the brand imae in the eyes of the people
remains ood and positi#e and that more and more people choose to eat at
our restaurant and eat our products o#er the 3c4onalds! (+ and other
competitors in (ast food. The oal is also to enerate new product ideas that
are acceptable to the people and not only that! they are appealin! for the
purpose of attractin people. The oal of this social media mar"etin plan is
also to et people to trust and prefer our fast food restaurant and throuh
strateies! con#ince them to taste our delicious food at our clean andbeautiful en#ironment. The social media mar"etin plan oal is also to
understand the minds of the customers! to collect data on their way of
thin"in throuh their comment on )ouTube #ideos! on (aceboo" posts etc.!
so that we can understand our customers and introduce products and
ser#ices that ha#e a more successful chance of bein accepted in the
mar"et. There is also the oal of enablin the information of our products!
company itself! #arious o&ers! discounts! deals and ser#ices to reach the
people of Lahore con#eniently! and in a lare e0tent! so that the people can
learn about our company and what it has to o&er. 6ne of the most importantoal of the social media mar"etin plan is to pro#ide *uality ser#ices and
products to the people and not only that! we must also pro#ide them a
rela0in! clean en#ironment to eat in! it is ob#ious that if this will not be dealt
with properly! then it will produce neati#e word of mouth throuh )ouTube
posts by customers! interaction on (aceboo"! interaction between people in
online communities.
-
7/25/2019 HWAA Fast Food
21/30
Strategies
The strateies used in the social media mar"etin plan are as follows!
(irst of all! since this is a new company! the stratey is to use social media
platforms! such as! )ouTube and (aceboo" to ma"e our company "nown to
the people. There will also be the ma"in of the company,s own website!from where the customers can see" any desired information of the fast food
restaurant. /n the future if the )ouTube and (aceboo" plan will o well then
the social media mar"etin throuh (lic"r and Twitter will also ta"e place to
reach and in$uence e#en more people in Lahore. Then there will be
comprehensi#e social media strateies! such as! listenin to the social web
to determine where the company brand is bein mentioned! who is tal"in
about it and what attracts the customers to the brand. There is interactin
with the customers on (aceboo" and )ouTube! by replyin their comments
and answerin their *uestions and not only that! ta"in any "ind of ad#ice!
relatin to the customer,s preference etc. if needed. /f the (aceboo" and
)ouTube o well! the social media in$uence will also increase to (lic"r and
Twitter! in these also! interaction with the customers will be done! to
understand them and their psych. There is! enain #ideos to dri#e positi#e
word of mouth recommendations with )ouTube #ideos and (aceboo" posts
and (lic" pictures and Tweet of twitter! showin thins li"e the pictures and
#ideos of burers and the clean! beautiful en#ironment of the restaurant and
the #arious o&ers of the restaurant. There is a stratey of in$uencin the
people of Lahore throuh )ouTube #ideos! (lic"r posts! twitter tweets and
(aceboo". There is also the establishment of a brand community where thedata will be collected on the interaction of the customers! relatin to the
HWAA fast food company,s o&ers! deals! products etc.
$arget Market
-
7/25/2019 HWAA Fast Food
22/30
The taret mar"ets are all the people of Lahore! men! women! children! and
elderly. The sementations areD
&sc(ological segmentation:
This sement is for people who ha#e the preference or li"eness for westernfast food o#er desi food. That they prefer food li"e burer and fries o#er
ti""ah! nan! paratha. The taret mar"et is also is the sement comprisin of
(aceboo" lo#in people! who use (aceboo" and ta"e interest in sur'n it.
Taretin these "inds of people on the social media mar"etin plan would
able HWAA to reach a lare number of people and be able to position its
products and ser#ices e&ecti#ely in the mind of the people of Lahore.
Geograp(ic segmentation:
-
7/25/2019 HWAA Fast Food
23/30
The people that will be tareted are the people of Lahore.
%mplementation
The strateies will be e&ecti#ely and eEciently implemented! to ensure the
best results of the social media mar"etin plan. There will be no strateythat will be left out! as each one is important! and the implementation will be
done fully.
&lat"orm Speci'c tactics and tools
-
7/25/2019 HWAA Fast Food
24/30
C
The social media platforms below will be chosen as an optimal means for
implementin the company,s o#erall strateies and reachin its social media
oalsD
Facebook:
(aceboo" is used in Lahore to a hue e0tent and is #ery popular. /t is suited
for interactin with the people and tries to understand them. HWAA fast food
will use (aceboo" to strenthen its brands awareness and reconition.
The HWAA fast food specialist will de#elop an account of the company on
(aceboo"! which will consist of information! such as o&ers! deals! and new
products! pictures of the en#ironment and infrastructure and also
commercials. Apart from that they will post content of the company on
(aceboo". The content is planned to be posted 2 times a day. There will be
lin"s present of the company,s (aceboo" pae to pro#ide con#enient accessand not only that! when it comes to outbound communications! HWAA fast
food (aceboo" pae lin" will be present on the created brochures. We will
also consider the replies and li"es as well as disli"es of the people! of our
products! commercial and other posts to understand the people.
,ou$ube:
)ouTube is a lare social media platform and is used by a lare no. of people
for watchin #ideo content. )ouTube fast and #ast reach ma"es it a perfect
platform for reachin the people of Lahore. The tactics utilized in usin
)ouTube areD
3a"in creati#e! interestin and short #ideos and postin them on )ouTube!
the #ideos will be about the deals! combos! food! the en#ironment of HWAA
fast food restaurant and #arious o&ers. /t has been decided that the #ideos
will not be more than 2 min! to a#oid annoyin or irritatin the #iewer. /n
each #ideo! the company,s loo will be shown for e&ecti#e positionin of the
restaurant! in the minds of the people of Lahore. The #ideos that will be
posted will be! once e#ery 2 wee"s on )ouTube and the replies of the people
will be read and analyzed to see whether the customers li"e or disli"e the#ideos and if there is any need we will learn from any mista"e and ma"e any
necessary impro#ement -whether the people li"e or disli"e the #ideo can also
be seen from the #ideo,s li"es and disli"es and lastly! HWAA will also reply to
the customers once in a while and answer any *uestion that they ha#e.
Flickr:
-
7/25/2019 HWAA Fast Food
25/30
C
(lic"r is the most popular photo sharin ser#ice in a"istan. /t is suited for
enain customers with photos of the business. /f usin (aceboo" and
)ouTube will o well! then we will start usin (lic"r to e0pand our social
media co#erae. /n this! we will upload photos of the #ariety of burers!
meals! fries! the prices! #arious o&ers and discounts and also the
en#ironment of the HWAA fast food! to attract customers. The photos will be
uploaded e#ery 2 days with hih *uality and the comments will be read and
analyzed to see whether the people li"e or disli"e the photos and if there is
any need we will learn from any mista"e and ma"e any necessary
impro#ement. We will also reply to their comments daily! if they ha#e any
*uestions.
$#itter:
Twitter is also a useful social media platform8 with twitter it is possible to
instantly reach a lare audience with brief but focused messaes! ma"inthe site a reat mar"etin platform for interactin with the users. The tactics
to be used areD
3a"in a Twitter pae for HWAA fast food! postin interestin messaes! in
the form of small sentences with pictures of the products! respondin to
*uestions and comments properly! usin twitter! tweets will be made once
e#ery 2 days. The comments made by the people will be read and
considered! in order to understand the people li"es and disli"es and if any
impro#ement is needed it will be made.
Content development
$(e content development involves0
+eveloping content:
The content on (aceboo" and )ouTube will 'rst of all be de#eloped by
conductin a mar"et research to understand the taret mar"et of HWAA fast
food! then accordin to their culture! their needs! i.e. what type of burer orfries do they li"e most! can they be spicy! chic"en or beef etc.! then
accordin to the data collected by the sur#ey! the content will be posted on
)ouTube and (aceboo". Onder the condition that there are positi#e responses
by the people! further impro#ements will be done in the social media by
usin (lic"r and Tweet. The content of these 2 social media platforms will be
-
7/25/2019 HWAA Fast Food
26/30
C
made accordin to the data collected from the feedbac" of )ouTube and
(aceboo".
Managing Content:
Social media content will be carefully edited before postin and it will bemade sure that the content that is bein posted stays on topic! is rele#ant! is
not time consumin or irritatin to the #iewer and is interestin to watch or
loo" at.
-
7/25/2019 HWAA Fast Food
27/30
=
Assignments
The assinments assined to the sta& are as followsD
2 Social media specialist! Touheed and Bilal Ahmad are responsible for
creatin the faceboo" pae of HWAA fast food and postin content on
(aceboo" and )ouTube. /t is their 7ob to update content on the (aceboo" pae
and on )ouTube and ma"e the content appealin to the #iewers. ; website
specialist Ha'z Ammar! who will create the website of the restaurant and he
will ma"e the website appealin and will update it if needed. /n the future
there are also 2 social media specialists who ha#e a better understandin in
mar"etin usin (lic"r and Twitter! that will be hired to manae social mediamar"etin on (lic"r and Twitter.
Monitoring and $racking
$racking:
The company will implement a actionable trac"in plan that will choose
optimal topics of focus! select platforms of hihest concentration of the
taret audience and then identify optimal "eywords and phrases by studyin
how the people describes the brands.
Monitoring:
The monitorin plan in#ol#es! social media monitorin by ;st of all carefully
choosin and searchin the appropriate "ey words and the rele#ant social
communities. Then doin *uantitati#e social media research to 'nd out how
the people thin" of the #arious combos! o&ers of HWAA fast food. There is
also! *ualitati#e social media research that will be conducted which will
in#ol#e netnoraphy! to study the brand communities rele#ant to our
restaurant.
Measuring:
/n order to study the performance of the social media plan *uantitati#e and
*ualitati#e measurements will be performed. The *uantitati#e measurements
will be done by measurin the number of #iews! the no. of li"es and disli"es
and the number of comments on the content! and the *ualitati#e
-
7/25/2019 HWAA Fast Food
28/30
=
measurement will be done by measurin the reaction of the #iewers! there
comments and their feedbac"s to the content posted on the social media
platforms.
Evaluating:
The data collected from the measurements will be e#aluated to see the
performance of the social media.
!udget
Monitering tools Rs )1111Social media specialists Rs )-1111
Website creating Rs 21111Content creation Rs 31111$otal expenses "orcasted Rs -41111
Conclusion
-
7/25/2019 HWAA Fast Food
29/30
;