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Piyanuch Kangwankijwanich (Tu)
MKT 396V (M arketing and New Media)Fall 2012
Instructor: Dr. Jan Ahrens
Amy Castle
Keyword: “restaurant reviews” in YouTube
URL:http://youtu.be/N4srvjDJmtM
Account name: SandCastleinc Video title: “M Café De Chaya Restaurant REVIEW”
The length: 6.23 minutes Too long, could cut down some parts
Target audiences: Teenagers in urban L.A. who are seeking healthy, delicious, and affordable food
Strategy: Give information e.g. Macrobiotic food
Tactics Subscription button leads to the lead generation URLs on the description will drive traffic to Amy Castle’s social media Consistency project name support social media relevant. Shake scenes made me headache
Amy Castle
Savory Cities
Keyword: “restaurant in San Francisco” URL: http://youtu.be/8goam5IAJvkAccount name: SavorycitiesVideo title: “Fleur de Lys – San Francisco, CA”
The length: 2:10 minutesGood timing, not too long or too short
Target audiences: Wealthy tourists aged 35-60 who like excellent food in romantic dining to celebrate their special occasions. Major cities are San Francisco and New York City All videos of Savory Cities
Savory Cities
Strategies: •Inform and sell the restaurants•Drive traffic from YouTube to the website
Tactics Place presentation: Gorgeous decoration and beautiful food Executive speech: The owner is the award winning chef, Hubert Kelle Restaurant contact info on the end scene: Address and telephone number Inconsistency URL: savorytv.com in video but savorycities.com on the description
Compare and Contrast
Videos
Channels
Amy Castle (http://youtu.be/N4srvjDJmtM)
Savory Cities (http://youtu.be/8goam5IAJvk)
Casual, funny, fresh, colorful, up-to-date
Neat, clean, business-like, formal, commercial
Records and edits video by herself Professional video editors
Uses social media to engage with fans
YouTube leads to the website
Amy Castle (https://www.youtube.com/user/SandCastlein
c)
Savory Cities (https://www.youtube.com/user/savorycitie
s)
A food lover recommends restaurants (Informative strategy)
Commercial media recommends restaurants (Informative strategy)
Promote herself as an actress or model
Promote TV channel and the website
Teenagers in L.A. are the audiences Wealthy tourists are the audiences
Thai Food in SF video (http://youtu.be/eILjreRLWFU)
Target Audiences: Thai food lovers who use social media to make purchase decision
YouTube name: “Thai Food in SF” to keep consistency
Title name: “Thai Food in SF: Noodle Bar and Grill” because 1. “Thai Food” is the keyword for Thai food lovers 2. “SF” is to be specific in San Francisco3. “Thai Food in SF” is to emphasize my brand name 4. The name after : represents the restaurants I visited
The length: 3:11 minutes, clear and concise presentation
Thumbnail: It represent my objective, review the food from real Thai food lovers
Pick choice 2
Thai Food in SF video (http://youtu.be/eILjreRLWFU)
Strategies: Sell the restaurant with informative facts(Food Tour + Testimonials + Reviews)
Tactics 1. Add the restaurant’s contact info2. Offer free drink when show this video3. Mention Thai Food in SF’s social media 4. Insert subscribe button 5. Refer biography in the description
Thai FoodinSF channel (https://www.youtube.com/channel/UC7oxwGLBZbqgK1GQKVpflBQ)
To leverage my brand impression, my YouTube Channel design is similar to other
social media1. Channel name is Thai FoodinSF2. Logo as the profile image3. Pad Thai image as the background like Twitter4. Biography as the description like Twitter, Pinterest, and blog5. URL of other social media
Thai Food in SF social media
My YouTube channel matches well with my social media
Twitter Pinterest WordPress blog
“Step in #Noodle Bar and Grill with our video on YouTube to get #free Thai ice tea.”