Social Media Strategy Brief for Seamless

SEAMLESS Social Media Strategy Brief

Mariel Espejo May 12, 2014

The Agenda • Overview

•  Assets •  Limitations •  Market Trends

• Competitive Analysis • Target Audience • Recommendations

•  Social Media Strategy Framework •  Strategy

• Budget allocation • Next Steps

Overview Easiest free, most convenient way to order delivery and takeout available on web

and mobile

•  In May 2013, merged with GrupHub covering about 25,000 restaurants and 500 cities covering USA, and London

•  Revenue of 1 Million in 2013 •  75 Billion food delivery market place •  7.5 Billion take out market place •  25 Billion delivery spend across 39 markets in USA •  Over 40% of the total volume orders are via mobile and tables platforms •  Users with smartphones, Ipad, and web orders account for five times as much

customers using only mobile •  Some users order more than five meals a day •  More than 1 million of App downloads •  Avg. new member would try eight new restaurants •  92% of new members try new restaurants •  Customer Care Team

Assets •  More than 50% of customers place an order via mobile •  Over 40% of the total volume via mobile and tables orders •  Over 12,000 restaurants and 80+ cuisine types •  More than 50% of customers will place an order via of Seamless mobile platforms •  More than 1M+ members •  More than 12,000 partners

•  Pay for performance •  Transaction fee •  Demand driven network

Digital Assets •  Website

•  My Order History •  Bookmarked Restaurants •  Favorite Meals

•  Digital presence on: ü Twitter: 107,000 followers ü  Instagram: 3,021 followers ü Google +: 2.6K ü Youtube: 248 subscribers ü Facebook: 420,000 likes

•  Blog,”The Delivery Bag” •  Mobile App

•  iPhone •  Ipad •  Android •  Food tracker at participating restaurants

Market Trends •  Perceived control and convenience •  Consumers embrace online ordering because of its ease, speed and precision, while

restaurants see the potential for increased revenue and fewer errors •  Customized order •  Consumers can choose their delivery payment method •  Over the past two years, downloading apps is the second-fastest growing cell phone

function that users have on their cellphones

Market Trends

Source: http://mashable.com/2012/07/13/restaurants-infographic/

Market Trends


Market Trends


Limitations •  Social media integration within App and web platforms •  Crowdsourcing implementation for network effect •  Foursquare integration •  Pinterest presence •  Restaurants/Shops variety within neighborhood desired •  Customer Loyal program •  Promotions discounts •  Effective CRM for complains and third party problems •  Relevant and content engage within SM platforms •  Technology speed •  Advocacy/Brand ambassador program

Target Audience (Consumer profiles)

Maria Alberto Corporate Business

• College/Graduate Student •  18+ years •  Lives on her own • Doesn’t have time to cook

and neither like it • Busy schedule

• Professional •  32-45+ years old • Busy schedule

• Business Company • Offers lunches for workers • Search for cuisine variety

delivery convenience • Does not encourage

workers to eat outside the organization

Demographics: Age 18-44, Female and Male

Competitive Analysis FoodDelivery.com •  Enable customers to order online from their favorite

local restaurants, grocers, wine and spirits shops, and stores

•  Website: Live Chat feature •  Digital presence on FB, TW, Instagram, and Google+

ü  Facebok: 100K+ likes ü  Twitter: 9,762 followers ü  Google+: 75 folllowers ü  Instagram: 519 followers

•  Blog •  Corporate Responsibility •  Reviews •  Rewards points

Competitive Analysis Eat24 Order Food Delivery & Takeout •  To keep you from having to cook, shop or wear pants.

Eat24.com. Order today, leftovers tomorrow. Did you just solve dinner twice? Yes you did.

•  Voted Best Food Delivery App •  Coupon code push notifications

•  25K+ restaurants in over 1000 cities •  PayPal, Yelp Reviews Sign in with Google •  Website •  Digital presence on:

ü  Twitter: 37,400 Followers ü  Instagram: 10,058 followers ü  Google plus: 800 followers ü  Facebook: Account closed on March 27th

http://blog.eat24.com/breakup-letter-to-facebook-from-eat24/

ü  Pinterest •  Blog •  24 hours live chat and order status support •  Eat24 hours VIP program •  Eat24 Notes

Competitive Analysis Foodler •  Foodler makes online ordering of take-out and delivery

food from local restaurants quick and easy! •  Website •  Digital presence in Facebook and Twitter:

ü  Twitter: 1687 followers ü  Facebook: 74,267 likes, 3,708

•  Redeem Points •  Gift cards •  Exclusive restaurant ratings •  Free Delivery with minimum $15 delivery •  Gift card •  Mobile App

Create Brand Awareness

Promote engaging content utilizing

proper digital platforms

Promote user generate content utilizing

crowdsourcing marketing

Centralize customer service in Twitter profile

Active presence in Instagram, Pinterest, and Youtube including CTA

Drive Acquisition

Grow Community

Scale

Word of mouth Increase partnership

and membership

Increase Purchase Frequency and

Loyalty

Drive Loyalty

Discounts based on customer loyalty

Rewards points to subscriptions and meal

oders

Objectives Goals Strategies

Establish social extensions for all

acquisition activities

Digital Social Media Strategy

Strategy

Create brand awareness that boosts interaction and experience–sharing among users. Seamless digital platforms will be the Channel to

Drive Acquisition while increasing Brand Loyalty

Content Strategy •  Create relevant and engagement content

stories that will encourage the audience to interact and participate in the conversation

•  The audience will be encouraged to share their online food delivery experience by storytelling

•  Words such as “Simply”, “24/7”, “Service” “Caring”, “Experience”, “Simply “Delivery” would be use to create stories across social media platforms. This way, these words will resonated in customers mind

Twitter Strategy •  Promote #hashtags that correspond to contest and customer service utilizing

#AskSeamlessCS to filter customer complaints and services •  Twitter will be the hub for customer support while revealing discount offers and Seamless

related news •  The content team will be encouraged to respond within 10-15 minutes to complaints

and comments on posts •  Reach and follow food connoisseurs influencers

•  Leverage from their expertise and network to promote Seamless partnership •  Drive traffic to Pinterest dashboard galleries •  Integrated Twitter signup option within the website •  Migrate FB users to twitter given that most of the FB user generate content are complaints

in addition to the Facebook Zero Phenomenon (refer to source)

Source: https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

•  Recognize most foodies influencers posting their online food delivery habits •  Recipes of different cuisines, “Five minute Cook” Video Series •  Short videos showing the experience need for ordering for food delivery online •  Brief videos promoting Seamless partners network

•  Word of mouth •  Awareness

•  Promote Youtube content in Twitter and other platforms

Youtube & Instagram Strategies Youtube

Instagram •  Publish branded high resolution content •  Publish content by food category and cuisine •  Leverage food influencers accounts to promote seamless •  Publish exclusive restaurants dishes to incentivize its ordering •  Create contests utilizing relevant #hastaghs to create UGC

•  Create an account that will display different types of cuisine dashboards •  Each dashboard will offer particular dishes that can be order through Seamless •  Dashboards will also display best dishes for breakfast, lunch, dinner suggestions •  Feature recipes linking to seamless blog posts

Pinterest Strategy

Loyalty Program Strategy •  Redeem Delivery Points for every dollar spend on seamless web and mobile

•  Points will be redeem for gift cards, services subscriptions, among others…

•  Treat the “loyal” customer with free delivery once a month depending on his/hers numbers or orders

•  Create weekly discount coupons •  The program will allow to create word of mouth and incentive membership increase

Recommendations •  Engage with audience, responsive to fans comments on all Social Media platforms •  Create entertaining and engaging videos utilizing influencers •  Establish human voice and tone for the brand by increasing engagement during

weekends and business hours •  Develop Instagram contests to create user generated content •  Use strategically FB, TW, and Instagram profiles considering their respective objectives

per channel •  Establish cohesive and consistent messaging that is audience specific and can span

across various channels •  Create a Pinterest account to leverage visual imagery and website integration •  Use of email-marketing and social media platforms to inform users about new

restaurants partnerships, and weekly discounts

Budget Allocation • Social Media Strategy: $5,000 to $7,000 monthly • Content development: $3,000 to $5,000 monthly. • Social Media Mgt: $3,000-$5,000 approx. monthly. • Monitoring tools: Range from $10 to $5,000 monthly.

Source: http://www.clickz.com/clickz/column/2234878/how-to-effectively-budget-your-social-media-program-in-2013

Content

Organic Audience

Interactions

Viral audience

RESULTS

| Measurement – Process steps

Next steps Measurement – KPIs by Process Step and by Channel

• Categories of content posted (recipes, cuisine, breakfast, dinner, lunch op8ons) •  Types of content posted (photo, CTA links)

• Unique and total impressions directly generated by content on the brand’s page in a certain period. • Unique and total impressions directly generated by content on partner profiles or pages in a certain period.

• Comments; • Shares; • Pins on different dashboards

• Unique and total impressions generated via likes, comments, shares, posts on the wall, or tags.

• Improved access and interac8on metrics recorded by the channel (measured via Google Analy8cs in case of customized tabs) •  Access to the site or other promoted URL •  Users followers

Content Organic Audience Interactions Viral Audience RESULTS

| Measurement – KPIs by Process Step and by Channel*

* Board above shows a few examples of the main indicators used. Other variables are available and can be used to evaluate channel performance.

Next steps - Pinterest Measurement – KPIs by Process Step and by Channel*

• Categories of content posted (ins8tu8onal, aspira8onal, service, publicity, etc.) •  Types of content posted (links, videos, photos, etc.)


• Likes; • Comments; • Shares; • Posts on the Wall •  Tags on photos or text


• Improved access and interac8on metrics recorded by the channel (measured via Google Analy8cs in case of customized tabs) • Media consump8on (e.g.: video views) •  Access to the site or other promoted URL •  Par8cipa8ons in promo8ons

•  Users registered

•  Sales leveraged by the channel




Next steps - Instagram Measurement – KPIs by Process Step and by Channel *

• Categories of content posted (ins8tu8onal, aspira8onal, service, publicity, etc.) •  Types of content posted (links, videos, photos, etc.)

•  Customer service response

• Number of followers on the brand’s profile. • Number of followers on partners’ profiles.

•  Retweets • Men8ons • Replies • Use of specific hashtags •  Direct Messages

•  Customer Support

• Users poten8ally impacted via RTs, men8ons, replies, and hashtags.

• Media consump8on (e.g.: video views) •  Access to the site or other promoted URL

•  Par8cipa8ons in promo8ons

•  Users registered

•  Sales leveraged by the channel

• Improved access and interac8on metrics recorded by the channel

Content Organic Audience Interactions Viral Audience


RESULTS


Next steps - Twitter Measurement – KPIs by Process Step and by Channel*

• Categories of content posted (ins8tu8onal, user generated content, Call to ac8on invi8ng fans to migrate to TwiQer profile for customer support and news •  Types of content posted (photos, blog posts)


• Likes; • Comments; • Shares; • Posts on the Wall


• Increase Instagram and TwiQer engagement with FB users •  Access to the site or other promoted URL •  Faster response in twiQer

•  Customer service migrated to TwiQer

•  Ability to transfer FB Budget to others plaTorms and digital inni8a8ves




Next steps - Facebook Measurement – KPIs by Process Step and by Channel* Key objective: Migrate FB users to Twitter and Instagram accounts

THANK YOU

Marketing

Social Media Strategy Brief for Seamless