Piyanuch Kangwankijwanich (Tu)

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

Instructor: Dr. Jan Ahrens

•An online publication that recommends restaurants and bars in San Francisco•Other social media: Blog, Facebook, Google+, Pinterest

Eater SF (https://twitter.com/eatersf)

Consumers Marketers

Design Fans from blog Plain background No video Few rough photos Rarely update pictures

Show the company logo as a profile image Less design

Frequency

6-8 times/day is good because followers will see plenty of choices around the city

Frequently tweets increase the number of audience’s exposures

Example from laptop

Eater SF (https://twitter.com/eatersf)

Consumers Marketers

Strategies

Link Twitter to blog to increase itsadvertising exposure Blog can provide more information Followers can’t view information instantaneously

Increase blog traffic via other social media Make money from advertising fee One trick makes followers bored (wear-out)

Tactics Restaurants and bars over the San Francisco Too short explanation

Blog link on the top of the page Few hastags (#) and add sign (@) Lack of catchy words

Example from mobile phone

•Thai restaurant in England: Birmingham, Glasgow, Leeds, Liverpool•Other media: website, Facebook

Chaophraya Thai (https://twitter.com/ChaophrayaThai)

Example from laptop

Consumers Marketers

Design Simple and modern Thai design Eye catching vivid orange Nice food and beverage pictures Updated event photos

Consistency design Location of each Restaurant on the first page and tweets

Frequency

Unpredictable tweet timing No tweet on Weekend

Below average when compares to other companies in the food industry

Consumers Marketers

Strategies

Communicate with Customers, asking opinions about the quality of food and service to satisfy customer’s needs and Increase number of loyal customers

Building relationships by providing friendly and sincere tweets to create the positive image and personality Too many tweets on answering questions might decrease an awareness of new content

Tactics Ask for retweet Note comments after @ to communicate with followers Note location after @ to avoid location confusion Emphasized catchy words after # to get attention Website links at the top of the page and to other interesting bloggers

Not overuse links to its website Short non-formal language Always responds to followers

Chaophraya Thai (https://twitter.com/ChaophrayaThai)

Example from mobile phone

Simple direct meaning, Easy to remember & explore

Intention: recommend food by pictures and commentsContent: restaurant types, business hours, locations, contact info, new items, signature dishes, spicy rating, price, special promotions

Target industry: restaurants

Primary target: Thai food lovers who live in the San Francisco Bay Area aged 18-35,e ager to try new tastes of different cultures, love to share their favorites with friends through smart phones and laptops, heavy users on social media

Secondary target: Thai restaurant owners and the restaurant promoters, such as Thai beer outlets and Thai grocery stores, that prefer to know consumers insights to promote their businesses

Thai Food in SF (https://twitter.com/ThaiFoodinSF)

From mobile phone

Brand identities

1. Logo: chili = spicy taste, fork = meal, Thai modern style in English font“Thai Food in SF is a kind of eating tool to be used when followers want to find delicious Thai food”

2. Color: orange enhance human appetite and it signifies mild to medium spicy Also, orange makes the header and links stand out to capture reader’s attention

3. Background picture: Pad Thai is the most famous Thai food in American’s perspectivesBright & colorful = fresh & appetizing

4. Biography: To use catchy word that motivates reader’s curiosity and imaginative actions

Thai Food in SF (https://twitter.com/ThaiFoodinSF)

Logo

Overall page

Biography

Purpose: introduce special menu of Sai Jai Thai Strategy: use depiction words and keep them shortTactics:1. Catchy words about food to increase positive emotion 2. Mobile phone text feeling to make readers get message quickly 3. # for readers to search keywords, @ for location 4. Real address for readers who want to go to the restaurant 5. Short link from tiny.com6. Link from yelp, one of the most powerful food recommendation media7. Real-time picture 8. Posted around lunch time

Purpose: inform the restaurant’s sale promotionStrategy: provide complete informationTactics:1. # on emphasized words, @ location 2. Emotion word 3. Short words 4. Mai Thai is the signature Thai cocktail5. Sale promotion word 6. Specific location and time 7. Short link from tiny.com8. Add picture of Mai Thai

Thai Food in SF (https://twitter.com/ThaiFoodinSF)