Thai Food in SF: pinterest

Piyanuch Kangwankijwanich (Tu)

MKT 396V (M arketing and New Media)Fall 2012

Instructor: Dr. Jan Ahrens

Audience: Tourists who think great food is memorable traveling experiences Strategy: create awareness about interesting restaurants (just hobby, no selling)

Tactics

SF Food Tour, http://pinterest.com/stefbarnes/sf-food-tour/

Effective Ineffective•Create fascinating board name: Short but specific and meaningful •Offer information audience need: signature dishes & restaurant’s locations•Pin many types of restaurants & many locations

•No social media of integration•Pin pictures of the restaurant interior designs instead of food

SF Food Tour, http://pinterest.com/stefbarnes/sf-food-tour/

PinsEffective Ineffective

•Describe pins in short compelling words which are easy to tweet•Encourage audience to search for more information by emotional words •Link images to useful sources, the restaurant’s websites or restaurant recommended blogs

•No participations with followers•All images link to other people’s sites, not hers•Less frequency Less frequency pinningpinning

Click

Audience: San Francisco people who like Thai food & electronic ordering servicesStrategies: Create awareness, Drive traffic, Boost sales by linking to its website

Tactics

Eat24.com, http://pinterest.com/eat24hours/the-thai-in-san-francisco/

Effective Ineffective

•Enhance brand recognition: consistency in logo & URL•Co-promotion with partner restaurants

•Less engagement with customers

Click

PinsEffective Ineffective

•Appetizing food photos and concise description, easy to retweet and good for mobile phone users to view on-the-go

•Few restaurants•No participations with followers•Less frequency pinningLess frequency pinning

Eat24.com, http://pinterest.com/eat24hours/the-thai-in-san-francisco/

My pinning recommendations

SF Food Tour“Monte Cristo of MAMA’S, best sandwich in SF ever! Prove it yourself at 1701 Stockton/Filbert&N.Beach. Be early to avoid the long line.”

Rationales•Recommend signature dish •Use superlative word to grab attention•Pin the address•Warn audience about the long line

Eat24.com“Why did Thep Panom #Thai restaurant name this dish as crying tiger? Meet your answer here, san-francisco.eat24hours.com.”

Rationales•Contrast food name and nice photo to create curiosity •Increase the website exposure•Build relationship with restaurants by posting about them

Thai Food in SF, http://pinterest.com/thaifoodinsf/

Goal: Boost brand recognition & be consistency/relevance in all social mediaEx use same username, URL, logo, biography as Twitter

Audience: Thai food lovers who are willing to try or cook special dishes

Strategy: Create awareness about Thai restaurants in San Francisco

Tactics1. Categorize boards 2. Create attractive board names 3. Add “Thai” into boards to easy searching4. Integrate with other social media5. Follow liked-minded pinners 6. Engage with others by clicking like, repin & comment


Tactics1.Clearer & shorter2.Easy to tweet3.Link with Yelp4.Attractive words 5.Nice photo Tactics

1. Use # and @ for Twitter 2. Highlight “happy”, capitalize “half price”3. Fix grammar errors4. Link to oshathai.com

Change 1st tweet to Change 2nd tweet to


Tactics 1.Co-promotion with the restaurant2.Use # and @ to tweet 3.Link the pinned picture to my new blog4.Add Pinterest to my blog

Tactics1. Surprise audience with real recipe

2. Attract audiences with “the most” & “CNNGo.”

3. Encourage like & repin by emoticon

4. Adapt to twitter

5. Create infographic to enhance an exposure of my other social Media

6. Linked the infographic to the yelp website

Technology

Thai Food in SF: pinterest