Class: Social Media MarketingProfessor: Cheryl LawsonDate: 6/7/2012Presenter: NJ

"Not all fast foods are created equal"

• Preparing(Introduction)• Grilling(Body)• Eat(Conclusion)

CONTENTS

1. Preparing

Why do they need Social Me-dia?•Social Media is all about enabling Conver-sation•We Can Influence World•Facebook, Twitter, Linked in, Flickr, Youtube is known as Famous Social Media.

Why do we need Social Me-dia?•Especially, local restaurant like Flame broiler, should use Social Media and stimu-late social network of consumer

1. Preparing

The flame broiler was patented in the 1950s by Frank & Don Thomas of Indianapolis, In. It is in use by the Burger King fast-food restaurant chain and was also used by the Burger Chef chain.The device consisted of a ladder-type conveyor chain that trans-ported a hamburger patty over gas broiler tubes that provided a gas flame. The underside of the meat patty directly contacted the flames as the meat was conveyed through the broiler enclo-sure. The top part of meat patty was cooked by latent heat pro-vided by fire bricks that were also heated by the gas flame.

1. Preparing

When you broil food, you cook it with direct, intense heat. You can broil food under the broiler coil in your oven or over the coals on your barbe-cue grill. The high temperature browns and crisps the outside of the food, sealing in some juices. Broiling also cooks the food quickly, which helps keep it tender. You don't need to add fat, so broiling is a healthy cooking method

Healthy!

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1. PreparingVision statementMission statement

More healthy foodLess fat

Social Media Marketing?

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Flame Broiler’s Current Social Media

?

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Flame Broiler’s Current Social Media

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Flame Broiler’s Current Social Media

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Flame Broiler’s Current Social Media

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Flame Broiler’s Current Social Media

http://www.youtube.com/watch?v=eZMcDJy85_s&feature=related(Commercial)

https://ko.foursquare.com/search?q=flame+broiler+riverside

1. Preparing

Flame Broiler’s Current Social Media

They need to im-prove

Social Media

1. Preparing

Bench MarkingCoca-Cola

2. Grilling

•Approximately 42 million peo-ple like Coca-Cola Page.•This page did not made by the company but two fans of Coca-Cola.•Accordingly, consumer can feel positively and friendlily

Bench MarkingCoca-Cola

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Bench MarkingBurgerking

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•Whopper Sacrifice Marketing - “Delete 10 Facebook Friends, get a free whopper”•About 200,000 friends were deleted•Facebook prohibited this mar-keting for invasion of privacy

Bench MarkingBurgerking

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Bench MarkingAsiana Airline

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•Asiana Airline from Korea, it is the one of the good examples when it comes to Social market-ing in Korea•They provide their all of the flight information on Facebook page on daily basis.•It is useful for people who use a flight frequently

Bench MarkingAsiana Airline

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The Current Problem

Fortunately, they have Social Media

Page

But

1. No Update2. No Care3. No Promo-

tion4. No Interest

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SWOT AnalysisS•Get the food fast•Cheap price•Located in UV place•Grilled and broiled, Healthy food•Good access to young genera-tion like UCR Students

W•No interest Social Media•No significant promotion

O•Competitors also did not have Social Media•Not many time they spend to Social Media•Lower cost is used than off-line marketing

T•There are many food places in UV•There is no reason consumers choose Flame Broiler

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ACCESS ModelAudience Our target group will be segmented between people

who are 10~40 years old

Concept We will make Flame broiler’s concept enlarge more than the past. Thus, fresh and new vegetable with healthy meat with rice

Competi-tion

Off-line competitors will be the stores near Flame Broiler such as Yoshinoya, Deriyaki Bowl, Pho Vinam and so on. On the other hands, online competitors should be big companies which managed fast-food restaurant.

Execution In this stage, we start to promote our products for UCR students via social marketing.

Social Me-dia Tools

It is no doubt that Facebook and Twitter will be the best tool we can use.

Sales Via-bility

This project takes 6 month from starting and will be reviewed after finishing.

2. Grilling

ACCESS ModelAudience Our target group will be segmented between people

who are 10~40 years old

Concept We will make Flame broiler’s concept enlarge more than the past. Thus, fresh and new vegetable with healthy meat with rice

Competi-tion

Off-line competitors will be the stores near Flame Broiler such as Yoshinoya, Teriyaki Bowl, Pho Vinam and so on. On the other hands, online competitors should be big companies which managed fast-food restaurant.

Execution In this stage, we start to promote our products for UCR students via social marketing.

Social Me-dia Tools

It is no doubt that Facebook and Twitter will be the best tool we can use.

Sales Via-bility

This project takes 6 month from starting and will be reviewed after finishing.

2. Grilling

SolutionSocial Media Implementation Plan1

Year Goal

• Increase Facebook fans and Twitter Followers, mentions by 1000.

• To develop brand awareness, make the promotion,

Core Au-di-ence

• UCR Students• Young people who love

healthy food• People who don’t want to

pay expensively for food

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SolutionSocial Media Implementation Plan1. Facebook

Read the consumer’ messages, and imple-ment!

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SolutionSocial Media Implementation Plan1. Facebook

To increase this number, make some events for consumer, and make them share!

Try to pretend to manage a page like this

2. GrillingStarbucks

SolutionSocial Media Implementation Plan2. Twitter

Needed to Update

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Solution

Goals and ObjectivesIncrease Facebook fans and Twitter Followers, mentions by 1000.

And How?

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SolutionExample : Skittles

Skittles launched a "Win the Rainbow" contest, asking its fans "what they would do for a Skit-tles vending machine," which garnered entries that racked up hundreds of thousands of views on YouTube.

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SolutionExample : McDolnald’s

McDonald's Fan Page includes a num-ber of short and quick mental games that are not only addicting but also al-low fans to share their scores with their friends, thereby promoting viral sharing.

2. Grilling

In Conclusion,

• Regular management of Social Media at least once a week• Facebook Promotion• Twitter Noise Marketing• Twitter Mention• Google Exposition

3. Eat

Enjoy the Gourmet!