digital media plan_lpq
TRANSCRIPT
Le Pain Quotidien India – Digital Plan
IDENTIFYING INNOVATIONS & SOULTIONSMapping Competition (In terms of brands having a dedicated page for India)
Brands\Social media
platforms
Facebook (approx. fanbase) Google+
Twitter (followers) YouTube Pinterest LinkedIn
Le Pain Quotidien
India
No. Global has 44k
Fans No No No No No Hakkasan India 2K fans No 1K No No No
Le Cirque 54 likes.
(Global 2K) No No No No No
Trader Vic’s 621 likes No 200
followers No No No
California Pizza Kitchen 72K fans Present
24K followers No
No, but Global
No, but Global
Hard Rock Cafe 22k fans No 12k
followers No Present No
Mainland China 48K fans No
500 followers No No No
Oh! Calcutta 27K fans No No No No No
Foursquare
Twitter Youtube
Google+ Blogs
Wikipedia
Social Media Platform to be targeted
Content labels
Brand Related
• Self-promotional content: Update about the offers
• New product available
• Collect & broadcast testimonials
• On ground and CSR activities
Category / Industry Related
• Health Tips • Q&A updates about
weekends• Food & Drinks : Facts
& History• Highlight cultural
differences
Engagement oriented
• Celebrations / Current events
• Memes & Trivia• Food art • Puzzles, Polls &
Quizzes
Science behind content posts
Use content that attracts & nurtures prospectsTake benefit of F&B industry – Always use attractive visuals
Striking caption will lead to likes
Incorporate logo in all the photo updates as it help in recall
Segregate topics & have regular album posts because this will enhance the Social Reach of the page. To compliment the Facebook timeline, highlight the albums posts.
Update your page at least twice a day(Learn when does your post get maximum Reach & Engagement; accordingly schedule it) For eg: Schedule your second update at 5:30 pm if this gets the best traffic
Sample updates behind
Taste the yumminess of your favorite ingredient in every bite of this little muffin. Can you unscramble and guess which is it?
PELAP RCMULE
Attack the most important component of Virality: Shares & Comments
On basis of conjecture - such updates will get more comments . Even shares as it is visually attractive
So what if a cake is too much to take! A pastry will always suffice for your sweet-tooth. Come celebrate this Diwali by gorging at Le Pain Quotidien
Update this during Pre-Diwali preparation. At this phase, post more about desserts.
Frequently post contextually relevant content as this will get a deeper connectivity with it’s TG
Community buildingObjective: Avoid spillover & acquire the right audience on the fan page
For Franchise create promoted posts targeted to specific locations
Shoot ads that is targeted to:o Upper class & Upper middle class (we can also mention fans who like pages Mercedes benz, Taj, Hyaat , Economic times etc.)o Interest based targeting for travel, food & dine etc.o Fans who are Apple iOS owners o Target prospects in Mumbai, esp. Bandra , Colaba, Charni road, Nariman Point,
etc. o Also down the line target metros where we want to set the future market
Applications/ Tabs for Facebook
1. Franchise Tab2. Locate Us Tab with Google map3. Feedback / Review Tab4. Menu Tab5. Pinterest Tab6. Tweets to page tab7. Instagram tab8. YouTube tab9. Book an appointment tab
Campaign Concepts
• Campaign idea1: LPQ’s Facebook page launchWhy ?Because this is very NEW, out of the box… something that has never happened before. Since LPQ has no dedicated page for India, let’s unveil this fan page with a bang!Chance to acquire real customers/clientele as (organic) fans
• Campaign idea2: Make a difference this Christmas!A Twitter contestWhy a CSR activity?Because this will aid in acquiring deeper connect with it’s TG than anything else. Rather earning something, this festive let’s give out something to the needy
Name: Unveil Facebook presence / LPQ’s Facebook page launch
Concept Note: To witness the launch of our Facebook page, encourage traffic from offline media , direct marketing & TwitterSend mailers to all customers & clients associated with LPQAttract Twitter users through ATS’s & direct tweets to join us on this event
Requirement: Create a unique online menu. Also, we need to build a Responsive site (OPS i.e compatible for desktop, mobile & an iPad app)
Why will users be motivated to come for this event? Because.. At this event users are free to pay for what they want!
To build a hype over it we suggest to invite a celeb for this launch. It could be Abbay Deol/ Farhan Akthar because both can be liked by LPQ’s niche TG
In the interest of the brand, press releases for the same can be issued
Campaign idea1
Publish event pictures as album post on Facebook, Pinterest & Instagram
To broadcast event related articles, host a media desk app on Facebook
Upload video content (interviews with guest) of this event on YouTube channel
With supporting of this content create a Wikipedia page to enhance the visibility of Digital platforms
Campaign1: Post Event
Campaign idea 2 - CSR activity:
Make a difference this Christmas!
“The simplest acts of kindness are by far more powerful then a thousand heads bowing in prayer.” ― Mahatma Gandhi
Name: Make a difference this Christmas!
Idea: Part of LPQ’s CSR activity: need to tie up with NGO . Where every mentions on Twitter by the users will help the user to contribute a bread/meal towards the NGO
Goal: Break the Clutter, by encourage Users Involvement emotionally Stimulate first user experience Increase the Engagement Index on Twitter Garner testimonials / influence users to become advocates
Mechanism: Cross promote this on Facebook. Divert some Facebook traffic to
Twitter Users need to Mention his/her friend in the tweet
Expectation: The more the users tweet (@mentions), the more we donate
Campaign idea2
Campaign Idea2: calendar plan Before initiating #MakeADifference moment, have filler content
(quotes about sharing, charity etc.)
A week prior start with Teaser Updates & TweetsCan you guess what’s coming up soon? Hint – Sharing is _________
During the phase, Tweet regularly about the countdown
Cross promote it on Facebook, to pull traffic from Facebook to Twitter
Sample: #MakeADifference moment is starting soon on Twitter. Stay tuned to our twitter handle @LPQ_India to know more about this and to participate, click here: bit.ly/13zky2
(Sample Page)
Wikipedia page
India
Motivate LPQ chefs and experts to write guest posts on food & lifestyle blogs with back links to LPQ Facebook, Google+, YouTube (behind the scenes video) and Twitter.
To create a strong presence over digital, blog daily
Integrate this with Facebook page & website
Blog Posts
YouTube Channel
Upload all behind the scene video by chefs/ video of baking a bread (use them on Facebook as well)
Use relevant keywords in Titles & descriptions. Have multiple tags and incorporate annotations
Upload interviews with celeb (during launch) & experts
To get more subscribers upload generic content i.e. How to video’s. Upload videos like how to deliecious muffins for christmas eve
Regularly upload video’s & change cover page frequently
Repost pictures that are uploaded by followers on Instagram
#Contest Alert Most liked insta pic would be posted on LPQ’s Instagram profile and showcase them as brand ambassdor.
Pics can be encoraged with following hastags: #LPQ Dessert&Foodthat Ilove #TagsForLikes #YummyAmazingMealAtLPQ
Pinterest Integrate with FB & Twitter Regular pins with catchy captions & attractive board names Repin pictures posted by customers Create menu boards & seasonal boards Create customer’s voice board – Pins by customers
Through Google + page we need integrate all accounts in . Under About section, incorporate URL’s of website, Facebook, Twitter, YouTube, Pinterest etc.
Use a attractive cover page
Apt use of circles – segment your audience
Join contextual relevant communities
Product pages, blog post pages, website and other relevant landing pages need to have an easy to click G +1 button
Google Plus
Need to promote local updates targeting loyal customers & locations around – to reach the right audience at right time
Encourage Foursquare special deals – esp. for Foursquare users
Foursquare special offersOn weekends checkin with your friends & family and then stand a chance to get featured on LPQ’s social networks
Ask people to write tips about LPQ on foursquare and most liked tips get coupons
Foursquare
1] Retweet & Follow: FLOW: A simple contest where participants stand a chance of winning by following and Retweeting the brand’s tweets. PRIZE: After the duration of the contest is over, the winners can be chosen on a lucky draw basis / the one who has maximum interaction with the brand
2] Photo Upload Contest:FLOW: In this contest, users need to send in a photo of theirs and associate it with the designated hashtag #DedicateADessertUsers get an opportunity to strike on interesting conversations with your followersPRIZE: The best or most popular picture can become an ambassador on Social Media.
Twitter Contest
Bookmarking sites & Forums
Listing & Review sites
To have decent SERP presence bookmark the website URL on sites like stumble upom, Digg, Delicious, Reddit etc
• List both the outlets of listing sites like suleka, yellow pages, just Dial, ask me, ask laila etc.
• Encorage more & more reviews on Zomato, yelp, burrp, mouthsut, Trip advisor, gourmet India etc.
Create back links for YouTube, Google plus page & Google places.
iPad app, Responsive site and SEO
OPS - Responsive site: A one page responsive site will be very useful. These days it is a must because the attention span of users is
very limited. Therefore, an interactive site is a MUST! A new online menu which is proposed can be integrated on the
website.
Develop an interactive mobile app that will appeal our TG
Target certain keywords and optimize the SERP presence
