SOCIAL MEDIA STRATEGIES FOR HONG KONG FOODIE TO GO ASIAN FUSION RESTAURANT
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Oct, 2015 Semester 3 - IXDS6113 Social Media Strategies Design Document by Shekhar P Bagawde | Professor: David Meyers Lindsey Wilson College - IXDS Master of Arts Degree
TABLE OF CONTENTS Project Description Competitor Research & Analysis User Research Outreach Strategy Concept Development
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PROJECT DESCRIPTION
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CUSTOMER & PROJECT FOCUS
Project Focus:
ASIAN FUSION RESTAURANT
Perform research, competitor analysis, identify, ideate and implement Social Media Strategies for Hong Kong Foodie To Go.
136 Second Street, Henderson, KY
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ABOUT HK FOODIE TO GO HIP CONTEMPORARY CAFÉ Honk Kong Foodie To Go restaurant is located at 136 Second Street in the historic Soaper Hotel building in downtown Henderson, KY. It is the only Asian restaurant that serves authentic Hong Kong home cooked food in the IllinoisIndiana-Kentucky tri-state area. Hong Kong Foodie To Go, feels like a hip contemporary cafe picked up straight out of mid-town district of modern-day Hong Kong and dropped into Henderson, KY. It has a modern black and white interior, intimate feel and is very welcoming with contemporary photography of the owner’s travels from the far east.
LUNCH SERVICES & PRIVATE EVENTS The restaurant serves only lunch services and hosts private events. Lunch service is scheduled from 10:30am - 2:30pm. The restaurant offers a limited number of lunches per day.
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HK FOODIE TO GO - USPs Healthy & Tasty Food. Low in Oil and Salt. No MSG.
All Food is Freshly Cut by Hand Every Morning. Prepared & Served Hot. Authentic, Home-style Hong Kong Food Recipes The Real Deal! (Not Your Typical Supper Buffet)
Order Online. Pick Up in Minutes.
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PROJECT GOALS
Increase Conversions & Monitor
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• Analyze and track conversions • Listen and respond to customers • Monitor and improve experience
• Provide engaging content and tools • Motivate and encourage customers to share, like and generate content
Provide an Engaging Customer Experience
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Raise Awareness of the Brand
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• Promote the brand and increase awareness • Create quality content that appeals to prospects and customers
• Attract right users • Direct traffic to website and other social media channels
Drive Traffic
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COMPETITOR RESEARCH & ANALYSIS 8
RESEARCH & COMPETITOR ANALYSIS
How are Restaurants using Social Media Restaurants in Henderson
Big Brand Restaurants
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HOW ARE RESTAURANTS TYPICALLY USING SOCIAL MEDIA
Raise Awareness of the Brand
Drive Traffic
Increase awareness and excitement.
Encourage trials by offering specials, discounts, contests and giveaways.
Promote and show off new menu items.
Direct traffic to other social media channels along with landing pages, microsites and websites.
Use employees as your own brand ambassadors, who help spread the word.
Increase Conversions & Monitor
Provide an Engaging Customer Experience
Gather feedback and insight on service, events and menu.
Create a character or a tone for the restaurant and use it consistently across all channels
Monitor brand reputation and provide customer service and resolve complaints or issues. Connect and network with business partners and community.
Have a direct dialogue with your current and new customers. Motivate customers and prospects to engage with restaurant, 10
LOCAL RESTAURANTS IN HENDERSON, KY Commonwealth Kitchen & Bar
2nd Street Treats
221 2nd St Henderson, Kentucky
108 2nd St Henderson, Kentucky
Planters Coffeehouse Rookies
117 2nd street Henderson, KY
130 N. Main Street Henderson, KY
While these local restaurants may not have a similar business model or may not be in direct competition with HK Foodie, the objective of this research analysis is to highlight how these local hangouts are leveraging social media. 11
COMPETITOR ANALYSIS SUMMARY Completely present or implemented Information easy to locate & is upfront
Social Media, and Online Review Presence
2nd St Treats Rating
Partially present or implemented. Information difficult to locate or involves many steps
CKB Rating
Rookies Rating
Not present or implemented. Very poorly designed
Planters Rating
Facebook Twitter Instagram Google+
Kentucky Tourism Yellow Pages Four Square Yelp Trip Advisor Zomato Yahoo! Local
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COMPETITOR ANALYSIS SUMMARY Completely present or implemented Information easy to locate & is upfront
Key Strategies for Facebook
Partially present or implemented. Information difficult to locate or involves many steps
2nd St Treats
Neighborhood Hangout Has created a character or a tone for the restaurant and is used consistently across all social media platforms
Planters
Rookies
Planters
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Videos are embedded in posts or in a tab Videos about food, interview with chef or customers are posted
Key Strategies for Instagram
Rookies
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Creative use of posts with good quality food pictures Offers, Contests & Sweepstakes Posts include offers, deals to patrons who ‘like’ your page
CKB
Not present or implemented. Very poorly designed
2nd St Treats
CKB
#Hashtags Trending hashtags are used to increase awareness Niche geo-specific hashtags are used (e.g. #hendersonky) Campaign specific hashtags are used (e.g. contest or offer) Photos of menu and food Good quality food pictures of the menu are posted
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User generated content Customers are motivated to engage with restaurant and menu items (e.g. photo contest, or encourage to share their favorite dish with #hashtags)
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COMPETITOR ANALYSIS SUMMARY Completely present or implemented Information easy to locate & is upfront
Key Strategies for Twitter
Partially present or implemented. Information difficult to locate or involves many steps
2nd St Treats
Links to menus and other social media channels Short URLs are embedded in tweets that encourage users to interact or take further action #Hashtags and @Mentions #Hashtags are included in tweets and @Mentions are used wisely to get shares and Re-Tweets (RTs)
CKB
Planters
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Images of food are tweeted Good quality food pictures of the menu are tweeted
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Offers, Contests & Sweepstakes Tweets include special offers, deals
Rookies
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Tweets are timely Tweets are sent out timely close to breakfast, lunch or dinner hours
Photos of customers are posted or photos posted by customers are Re-Tweeted
Not present or implemented. Very poorly designed
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Follow to create awareness and get more followers Follows local communities, restaurants, patrons, tourist commissions
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Social Cause or local fund raisers Participates and supports local fund raising events and communities
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Is promoted or mentioned on local tourism, supplier, partner or community twitter handles Local handles promote the restaurant with @Mentions
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RESEARCH HIGHLIGHTS Commonwealth Kitchen & Bar
« Offers, Contests & Sweepstakes Posts include offers, deals to patrons who ‘like’ your page
Videos are embedded in posts or in a tab Videos about food, interview with chef or customers are posted
Announce results Winners are announced on the post to encourage patrons and prove authenticity of the deal
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RESEARCH HIGHLIGHTS Commonwealth Kitchen & Bar
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Follow to create awareness and get more followers Follows local communities, restaurants, patrons, tourist commissions
Images of food are tweeted Good quality food pictures of the menu are tweeted
Social Cause or local fund raisers Participates and supports local fund raising events and communities
Is promoted or mentioned on local tourism, supplier, partner or community twitter handles Local handles promote the restaurant with @Mentions
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RESEARCH HIGHLIGHTS Commonwealth Kitchen & Bar
#HASHTAGS #CKB #Henderson #ckbhenderson #Foodie #restaurantforrelief
#Hashtags are included in tweets and @Mentions are used wisely to get shares and Re-Tweets (RTs)
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RESEARCH HIGHLIGHTS Commonwealth Kitchen & Bar
ÂŤ Directs traffic to other social media channels along with landing pages, microsites and websites
Photos of menu and food Good quality food pictures of the menu are posted
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BIG BRAND RESTAURANTS ON SOCIAL MEDIA
As part of this research analysis, a quick evaluation was conducted to highlight how some of the leading restaurant brands are leveraging social media. 19
RESEARCH HIGHLIGHTS Olive Garden Offers, Contests & Sweepstakes Posts include offers, deals to patrons
Listen and respond Has a direct dialogue with your current and new customers
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RESEARCH HIGHLIGHTS Panera Bread, Olive Garden, Denny’s
Leverage the ‘cover image’ real estate The cover image real estate of 851x351 pixels is used wisely to promote and market the brand
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RESEARCH HIGHLIGHTS Panera Bread
Creative theme for posts by Panera has helped create a character or a tone for the brand
Creative posts by Panera encourages customers to ‘like’, ‘share’ and ’comment’ This unscientific, yet very creative post by Panera Bread, that asks question got 7,163 likes, 129 shares and several comments.
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RESEARCH HIGHLIGHTS Olive Garden
Offers, Contests & Sweepstakes Tweets include special offers, deals. These posts request customers to tweet an embarrassing story or video of best dance to enter to win #pastapass
Campaign specific hashtags are used intelligently and consistently to promote the brand and campaigns - #pastapass, #olivegarden
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RESEARCH HIGHLIGHTS Denny’s
Offers, Contests & Sweepstakes Denny’s enages with customers with their creative tweets on #bigburgerbash contest
Denny’s provides detailed information and clear instructions on how to participate in contests and sweepstakes. Also, the website provides links to all of their social media channels
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RESEARCH HIGHLIGHTS Sweetgreen
Photos of menu and food Good quality food pictures of the menu are posted
Hashtag - #getwastED Sweetgreen shows how they make intelligent use of the end of a bread to make croutons
Working with passion and purpose all day every day With this post Sweetgreen shares their brand ethos and also appreciates their employees
Niche geo-specific hashtags are used Sweetgreen uses hashtag #sweetgreenLA, to announce opening of their store at Santa Monica
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RESEARCH HIGHLIGHTS Sweetgreen
User generated Content Sweetgreen motivates customers to tweet pictures
Hashtag - #shareyourgreens Sweetgreen encourages customers to share photos of their sweetgreen salads using hashtag - #shareyourgreens
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RESEARCH HIGHLIGHTS Red Lobster
Red Lobster has series of ‘101 how-to’ videos on You Tube that show Chef Heidi Lane providing tips and tricks on how to eat Lobster or Crab
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RESEARCH HIGHLIGHTS Starbucks
Starbucks posted a short but crisp video to demonstrate their new Mobile Order & Pay
Starbucks not only engages with customers but also with their employees
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USER RESEARCH
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USER RESEARCH
Persona 1
Persona 2
LOCAL ADULT – NEW CUSTOMER
RETURNING CUSTOMER
Hypothesis: HK Foodie - To Go is the only authentic, hip and contemporary Asian Restaurant, in the tri-state area, that serves lunch specials and hosts private events. The creation of ‘Personas’ and 'Customer Experience Map', can help us see how we can integrate, extend these lunch services' experiences. Customer Experience starts well before customers enter HK Foodie - To Go Restaurant and continue long after they have exited. This experience map tries to capture and visually represent this very essence and highlights potential opportunities for monitoring and enhancing the customer experience. 30
Persona 1 LOCAL ADULT – NEW CUSTOMER
“My weekdays and weekends are super busy with work and college. I end up ordering lunch and dinner over the phone.…”
DEREK
27 years, Single Henderson, KY Hobbies
Music
Sports
Photography
Education High School
Platforms, Devices & Social Media Graduate
Post Graduate PHD
Digital Savvy Alien
Tourist
Immigrant
Native
Household Income 35K
70K
100 K
Introvert
Derek knows that time is critical and he has a tight budget as of now. But he also wants to ensure that he eats good food once in a while and not just have fast food or buffet.
150 K
Apps
Personality
MOTIVATIONS
Extrovert
Sensing
Intuition
Judging
Perceiving
Derek is local to Henderson who is working as an Assistant Accountant at a Healthcare Insurance corporation. He is pursuing an Associate Degree in Business Administration Management at Henderson Community College. Derek is having busy weekdays as well as weekends because of work and studies. Since it is first semester, he is finding it challenging and does not get time to exercise. He ends up ordering lunch or dinner over the phone.
Social Media Sports Videos
EXPERIENCE GOALS
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Friends.
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Improve job outlook and lifestyle with experience and an additional educational degree.
Look for reviews, special offers and discount coupons.
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Order lunch at work and have food delivered when he is at home.
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Stay connected with friends on social media.
Music Games
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Persona 2 RETURNING CUSTOMER
“I love to eat various types of cuisines and that food must be healthy and tasty…”
KIMBERLY 45 years, Single Mom Evansville, IN
Hobbies
Yoga
Travel
Dining
Education High School
Platforms, Devices & Social Media Graduate
Post Graduate PHD
Digital Savvy Alien
Tourist
Immigrant
Native
She loves to eat various types of cuisines, Asian and Ethiopian foods are one of her favorites. Kimberly has picked up lunch at HK Foodie and liked the Thai Style Lemongrass Pork Chop with Rice.
Household Income 35K
70K
100 K
150 K
Apps
Personality Introvert
Sensing
Judging
MOTIVATIONS
Extrovert
Intuition
Perceiving
Kimberly is a single mom who works as an HR Manager for a mid-sized company located at Downtown Henderson. She has 1 kid, a 9-year old boy named Luke, who needs a lot of attention. Now that he is getting older, Kimberly spends most of her time helping him with his homework and taking him for soccer practice. Her weekdays are usually busy and she often orders or picks up lunch.
News
Social Media Weather
Music
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Family and friends.
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Health and wellbeing.
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Travel, and trying out new cuisines.
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Stay connected with her friends and distant family on social media.
EXPERIENCE GOALS •
Eat cooked food that is healthy, tasty but low on salt and oil.
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Try out different lunch specials.
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Order lunch and pay online
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Feel confident and secured with the transaction.
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Have food delivered.
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CUSTOMER JOURNEY MAP
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OUTREACH STRATEGY
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OUTREACH STRATEGY LOCAL GEO Henderson, KY
TRADITIONAL PR
Newspaper
TV
Radio
TRADITIONAL DIRECT MAIL
Door Hanger
Post Card
Menu
EMAIL MARKETING
SOCIAL MEDIA Posts Likes Ads
Food Art
WEB PAGE
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CONCEPT DEVELOPMENT
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CONCEPT DEVELOPMENT Hand-lettering concepts for tag lines Poster Designs Concepts for FB Posts and Tweets #Hashtags
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HAND-LETTERING CONCEPTS Hand-lettering concepts for tag lines that can be included across all traction channels
Ni Hao Y’all! (Hello Everyone!) A greeting that is a fusion of Mandarin Chinese and Southern American English. Ni Hao means 'Hello' in Mandarin Chinese. Y’all is a famous Southern American slang word, a contraction for ‘You All’. 38
POSTER DESIGNS
Hong Kong to Hendo The theme behind this design concept was that of a 'postcard' design for the poster. The idea was to convey the message that Hong Kong Foodie - To Go, is bringing delicious, healthy Hong Kong delicacies to Henderson, KY. This message is conveyed in local 'slang' - "With love to Y'all, from Hong Kong to Hendo". Food photographs juxtaposed as 'postage stamps' on the postcard which have a 'rubber stamp' that subtly but creatively inform that 'Hong Kong Foodie To Go' is all about 'Lunch Delivery' and that the food is hand-crafted every single day and hence is very healthy. 39
Lunch Delivery This poster design uses a 'paper bag' background, with lunch special menus overlaid. The copy content provides the telephone number that customers can dial-in to order lunch.
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CONCEPTS FOR FB POSTS & TWEETS
Handcrafted Healthy Food, Made Fresh Everyday With these design concepts, I wanted to creatively convey the message using contemporary typography. The intent is to stress upon the fact that the food is handcrafted every single, is made with love and all the organic stuff and hence is very healthy. 41
CONCEPTS FOR FB POSTS & TWEETS
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CONCEPTS FOR FB POSTS & TWEETS The famous Big Four Bridge seen from the Henderson river front, that runs over the Ohio river, connecting Indiana and Kentucky.
The background image in the below design is the famous North Main Street in Henderson, KY.
Ni Hao Hendo! Ni Hao means 'Hello' in Mandarin Chinese and the City of Henderson is also called simply as 'Hendo', locally. 43
CONCEPTS FOR FB POSTS & TWEETS
Sweet, Sour, Spicy - a flavorful treat for your taste buds!
Stay Nourished with Yin and Yang Foods!
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#HASHTAG CONCEPTS Branding & Geo-Specific
Menu or Campaign Specific
#hkfoodietogo
#yum
#hongkongfoodie
#rockin’thewok
#hongkonginhendo
#stirfryday
#nihaoy’all
#spiceupmonday
#nihaohendo
#spicythaiporkchop
#healthyfoodhealthylife #handcraftedinhendo 45
THANK YOU IXDS6113 Social Media Strategies Design Document by Shekhar P Bagawde | Professor: David Meyers Lindsey Wilson College - IXDS Master of Arts Degree