HWAA Fast Food

7/25/2019 HWAA Fast Food

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Social Media Marketing

HWAA Fast Food Restaurant

Group members:

Hassaan Awan

Waleed Bin Zubair

Syed Awais Ali

Afzaal Sardar


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Content

Executive summar!rie" overvie#Social media presenceCompetitor analsisGoals

Strategies$arget market%mplementation&lat"orm speci'c tactics and toolsContent developmentAssignmentsMonitoring$uning

!udget


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Executive summar

The HWAA fast food company is a new fast food restaurant introduced in

Lahore. Bein brand new! it is not "nown at all! instead there are stron fast

food restaurants that ha#e been in Lahore for a lon time and ha#e ood

in$uence on the people! one reason bein! because of their well%planned and

e&ecti#e social media mar"etin! but in time! hopefully! HWAA fast food willincrease its in$uence in Lahore. The purpose of the social media mar"etin

plan is to use the social web to 'nd! enae and attract people in Lahore! not

only that! it is also to understand the mindset of the people! as in what they

prefer! what they li"e etc. for better sales.

The oals of the social media mar"etin plan are! increasin in$uence in the

social media platforms by strenthenin the brand in the eyes of the people!

ma"in people aware of the brand throuh means such as (aceboo"!

)ouTube! (lic"r and Twitter and ha#in to produce positi#e word of mouth. To

impro#e customer satisfaction is also a oal! eneratin new products ideaswith the passae of time and con#incin the customers to come to the

physical location of the fast food restaurant.

There are strateies present to pro#ide a uideline for implementin the

social media plan! these strateies will be fully implemented without

anythin left behind! There is trac"in! monitorin! measurin and e#aluatin

the social media e&orts. There are also a budet plan established and lastly

the conclusion will be with return on in#estment analysis.

!rie" overvie#

(ast food restaurants are becomin *uite popular in Lahore! there are many

people who prefer to eat fast foods such as burer! fries etc. especially

durin Sundays! either by themsel#es or with their families or friends. All

"inds of people come to eat fast foods! men! women! elderly! adults etc. The

social media can be used to obser#e! interact and in$uence the mar"et


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sement! in combination with a ood eatin en#ironment and ood *uality

products.

Social Media &resence

+urrently! since the company is brand new it has no such presence in any

social media! but there are plans that ha#e been made to increase the

company,s social media presence. This will be done throuh (aceboo" at

'rst! and if e#erythin is oin well! then the company,s social media

presence will spread to )ouTube and later on to twitter! (lic"r and brand

communities.

Since the company is startin from Lahore! the social media presence

related oal is to try reachin all the residents usin (aceboo" in Lahore! this

can include students! business men! families etc. all and all most of the

people of Lahore -if not entire will be tareted. /f the residents will 'nd it

interestin and this social media will ha#e a positi#e impact on them! then in

order to further increase the social media presence and e0pose the people to

the information of our products and ser#ices e#en more )ouTube will also be

included and we will focus on increasin our in$uence in )ouTube! as well as!

maintainin our social media presence in (aceboo". Later! in order to

increase our in$uence e#en further! we will increase our in$uence in twitter!

(lic"r and brand communities! so that the information about our productsand ser#ices -that will be o&ered will reach the taret mar"et e&ecti#ely.

The company will also form its own website on the internet! from where the

customers can contact with the company directly to as" any *uestions

he1she has! they can see the information on products! oods! #arious deals!

o&ers and any ser#ice that they miht li"e to use and they can also 'nd

company,s location and address if they want to! for their own con#enience. /f


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this oes well then! in the future we will also pay #arious other companies or

websites to mention our company in their website.

When it comes to HWAA fast food this is the plan! but what about the social

media presence of its competitor! there are many fast food restaurants

present in Lahore that pose a hue threat to the company and its pro'ts. Thecompetitors are Burer "in! Howdy! (+! 3c4onald and Hardees. These

companies ha#e been in Lahore for a lon time and thus ha#e much stroner

preference in the minds of the customers! not only this! they ha#e well

*uali'ed employees and ha#e a #ery stron social media presence in twitter!

)ouTube! (aceboo" and they ha#e presence in brand communities as well!

where their products and ser#ices! #arious o&ers etc. are discussed by the

people. +ompetin with them will be hard.


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Competitive analsis

The Social 3edia SW6T analysis of the company in#ol#es the strenths!

wea"nesses! the opportunities and the threats that the company faces due

to the e0tent to which the competition is far in the social media.

$(e strengt(s:

When we tal" about the strenths of HWAA fast food +ompany! 'rst there is

(aceboo". 6ur entire roup of people "nows fully! how to use the (aceboo"and also understand how important it is to ha#e social media presence on

the (aceboo"! since ma7ority of the people in Lahore use (aceboo". HWAA

fast food has 2 personal that are social media specialists on (aceboo" and on

the other social media platform! which is )ouTube. They can be of reat

bene't to increase social media in$uence on the customers. These personal

are ood at ma"in appealin #ideos! pictures of products and ser#ices or

o&ers and also other content and postin them which can be #ery bene'cial

to HWAA fast food and they are also #ery capable in puttin #ery well

desined content -pictures etc. on the social media platforms! to attractma0imum customers.

Aside from well *uali'ed personal! the HWAA fast food people are united and

our i#in their full support! not only that! they are moti#ated to e0pand this

business and ma"e it successful. This also means that there is hih deree of

teamwor" potential which is #ery bene'cial. The personal are also #ery

responsible -as they are e0cited and moti#ated and all of them want to do a

ood 7ob.

We also ha#e a website specialist! who is well *uali'ed and well capable to

ma"e a website that has appealin te0ture and desin8 he will also

constantly update the website if needed.

$(e #eaknesses:

6ne of the ma7or wea"nesses is less in$uence in the social media! where the

competitors ha#e hih in$uence in this! HWAA fast food! bein a brand new


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company! has no in$uence in (aceboo"! )ouTube! (lic"r! Twitter. Since it is a

brand new company! not many people "now about it or are interested in it!

they are more interested in multinational fast food restaurants that ha#e a

ood imae in their mind! such as 3c4onalds! (+ etc. Another wea"ness is

also that! the HWAA fast food does not ha#e any specialist well in social

media mar"etin on (lic"r and Twitter! since they don,t ha#e an

understandin of it and don,t "now how to use it! the sta& is not #ery

supporti#e in social media mar"etin on (lic"r and Twitter! since they don,t

"now how to use it.

$(e opportunities:


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The most bene'cial opportunity a#ailable to HWAA fast food is the fact that

ma7ority of the people in Lahore use (aceboo"! so (aceboo" can be a #ery

ood social media platform and it can enable us to reach a hih number of

people in Lahore. There is also )ouTube that is used in a lare e0tent for

purposes such as interaction with other people! postin #ideos etc. so by

postin #ideos on )ouTube! we can reach the information on our products

and ser#ices to our customers. We can use )ouTube as a source of

information relatin to customers way of thin"in! their preferences etc. by

readin and analyzin the comments below and by the amount of li"es and

disli"es.

6n (aceboo"! there are #arious areas that ma7ority of the people lo#e to #isit!

T: sports! which as a total estimated fans of ;52! A@) news! Wa*t news and Samaa news.

These areas can be a ood place to in$uence the people.

eople also use (lic"r for postin and sharin pictures in Lahore! it presents a

reat opportunity to post #arious pictures of product and ser#ices! and try to

appeal the citizens with our o&ers! prices! desin! etc.

There is an opportunity to use Twitter as well! since it is used by many people

for the purpose of sharin pictures. This social media platform can i#e the

opportunity for HWAA fast food +ompany to post pictures of the restaurant,s

physical en#ironment and of its products li"e burer meals etc.

There is also the fact that there has been an increase in fast food eaters inLahore. Accordin to an article by :a*ar Ahmad! published on 3ar


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$(e t(reats:

The competitors of HWAA fast food restaurants that pose a hih amount of

threat areD

)* Mc+onald

3c4onald is a well%"nown fast food restaurant in Lahore and in the entire

a"istan. /t uses social media platforms such asD

Facebook

6ne of the most famous brands to adapt to social media in a"istan is

3c4onald,s. 3c4onald,s came to a"istan with a plan! coupled with an

aressi#e ad#ertisin to taret its customers at a brand new le#el of

interacti#ity. With the riht mi0 of updates! i#eaways and an interestinly

popular (aceboo" Application 3c4onald,s is claimed its proud standin in

social media mar"etin.

3c4onald,s started ad#ertisin its oEcial (aceboo" pae for a"istan! lurin

their taret audience for a i#eaway campain "nown as F7oy on the oG. A


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simple (aceboo" app where fans wrote in why 3c4onald,s dri#e throuh is

their 7oy on the mo#e. The participants with the most li"es for their story

were awarded some awesome prizes li"e ipad5! iods and meal #ouchers.

This is producin a ood #ibe. 3oreo#er the pae is pretty responsi#e to the

*uestions and *ueries put forward by its fans! but more e&ort is needed toma"e sure the brands puts forward a more communicati#e imae! thus

strenthenin a bond between the fans and 3c4onald,s.

With this application! 3c4onald de'nitely arri#ed on the a"istan,s internet

mar"etplace and it would be interestin to see how re#olutionary the

company ets once it settles its initial online area. 3c4onald,s remains one

of the biest brands in the world and this is re$ected in its social media

communities. The 3c4onald! despite bein a well%"nown restaurant! has a

certain number of faults such asD 3c4onald,s actually does relati#ely little in

reards to postin content on its wall. Accepted wisdom suests that youneed to post fre*uent updates in order to maintain people,s attention on

(aceboo".3c4onald,s enerally posts fewer than '#e updates a month yet

each one attracts se#eral thousand li"es, and comments! which is more than

the brands that posts se#eral times per day. 3c4onald,s ma"es no apparent

e&ort to respond to the thousands of user comments it recei#es! and most of

its posts are merely product promotions. /nterestinly! the local mar"et

paes are far more acti#e and post se#eral updates per wee". While many

businesses use social to i#e a more rounded imae of the brand by postin

lifestyle content! 3c4onald,s 7ust promotes its product rane and upcominchanes to the menu.

I#en so! it maintains an impressi#e le#el of enaement! with each post

attractin se#eral thousand li"es, and comments.

$#itter

6n Twitter! the fast food chain has upwards of 592!


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The company posts updates such as! F,/f we didn,t ha#e birthdays! you

wouldn,t be you. /f you,d ne#er been born! well then what would you doJ,

Happy Birthday 4r. SeussKG and FHappy Thursday e#eryoneK Hope your day

is o& to a reat startKG

/t e#en re tweets updates unrelated to the company li"e FThose small words

someone can say that ma"es your day ten times better. Little ThinsG and

F/ try to be the ; person to stand up and do somethin for someone when

e#eryone else sits and watches.

/t,s 'ttin that 3c4onald,s Twitter updates are positi#e and upliftin!

considerin that its trademar" colors are briht! it ser#es Happy 3eals! and

its sloan is F/,m lo#in, it.G The company is all about happiness! and this

e&ecti#ely translates o#er to its presence on Twitter.

Alon with ne#er postin neati#e content! the 3c4onald,s Twitter feed is

clearly run by e#eryday people. /ts ten Twitter representati#es sin their

tweets with their initials! postin statuses li"e F/t,s (ridayK How is e#eryone

this morninJ

The ad#ertisin is in there! but it,s not so direct M people update their (ace

boo" or Twitter accounts all the time mentionin restaurants or products.

@ic" Wion! 3c4onald,s social media director! told @ 4aily! Feople want to

connect with actual people on Twitter.G /nstead of soundin li"e an

automated machine! the company,s account is personal and heartfelt.

Both the oriinal and corporate 3c4onald,s Twitter feeds are 'lled with

replies to users! whether *uestions posed to the company deal with

customer ser#ice complaints or friendly suestions.


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+ompany employees will e#en send handwritten notes to dis satis'ed

customers after hearin about their issues on Twitter. Accordin to The @eal%

time @eport! FSe#eral hundred satis'ed customers ha#e ta"en photos of the

notes and posted the imaes on Twitter!G which helps remind 3c4onald,s of

why it,s on Twitter in the 'rst place.

,ou$ube

When it comes to )ouTube! 3c4onald posts commercials of its products such

as burer meals! #arious combos and its #arious discounts and o&ers. /t has

e#en launched a )ouTube channel! which is by British #loers Nabriella

Lindley and 6li White. The purpose is to launch +hannel Os as part of a new

stratey to enae with the ;> to 29%year%old demoraphic! that is becomin

increasinly hard to mar"et by usin traditional media. The #loers! who

will host a wee"ly show! will promote the channel to their fans with the aim

of attractin youn people who want to Fturn their passions and ambitionsinto reality in 7ust C2 hoursG.

The picture of the channel is i#en belowD


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Apart from 7ust postin #ideos on )ouTube! 3c4onald also collects data from

the below commentsand the li"es and disli"es! that are made by the people!

to see how they feel about their products or ser#ices or o&ers. /f any need is

re*uired for an impro#ement! 3c4onald ta"es the necessary steps to deal

with the problem and tries to impro#e its in$uence on the people! so that

they can persuade them to buy their products and ser#ices.

Flickr

3c4onald uses this social media platform to in$uence the people to buy their

products! by showin them photos of their restaurant,s en#ironment and

products.

The followin are some e0amples of photos of 3c4onalds on (lic"rD


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-* Hardees

Aside from 3c4onald we also face the threat of Hardees! which is also a well%

"nown fast food restaurant in Lahore.

Facebook

Hardees has a (aceboo" pae on the internet where it shows #arious

ad#ertisements containin its burers! meals and other #arious deals! as well

as! o&ers! to et the (aceboo" users to buy their food and use their ser#ices.

Aside from that there are also pictures of Hardees burers present. Hardees

use (aceboo" to interact with the customers by replyin to their comments!

the (aceboo" pae can be used to notify the customers of any deals! it can

be used to introduce new products to new people. /t is used for producin

positi#e word of mouth of Hardees. /t can also be used for atherin

information on the mindset of the people! of how they react to the content

posted and what they want and don,t want.


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Flickr

6n (lic"r Hardees has posted #arious pictures of its eatin en#ironment! its

delicious meals and food! to persuade the people to buy its products. An

e0ample isD

As it can be seen from this e0ample of (lic"r picture posted by Hardees! weare shown the desin and te0ture of Hardees at mm alam road! its lihtin!

and its cleanliness. This is for the sole purpose to attract customers by

showin its beautiful infrastructure and not only that! ha#in to produce

positi#e word of mouth.


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,ou$ube

Hardees posts #ideos of its oods or about its company on )ouTube! Apart

from 7ust postin #ideos on )ouTube! Hardees also collects data from thebelow comments and the li"es and disli"es! that are made by the people! to

see how they feel about their products or ser#ices or o&ers. /f any need is

re*uired for an impro#ement! Hardees ta"es the necessary steps to deal with

the problem and tries to impro#e its in$uence on the people! so that they can

persuade them to buy their products and ser#ices.

$#itter

Hardees ha#e a separate account in Twitter by the name of Hardees

a"istan! PHardees a"istan andHardeeQs PHardees . /t consists of

Tweets! replies and media.


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There are #arious tweets of Hardees present! to e&ecti#ely in$uence the

people! here are e0ampleD

Hardee's @Hardees Apr 27

Drink like a moonshiner when you get a Mason

jar cup with a large Midnight Moonshine Burger

combo.Hardees shows pictures of its products and post them with interestin

sentences! to in$uence and et the people to buy its products and ser#ices.

There are also #ideos present that tal" about Hardees and its products aside

from pictures. This is a ood way to reach people in Lahore. This pae can be

used to notify the customers of any deals! it can be used to introduce newproducts to new people. /t is used for producin positi#e word of mouth of

Hardees. /t can also be used for atherin information on the mindset of the

people! of how they react to the content posted and what they want and

don,t want.

.* /FC

,ou$ube:

(+ posts #ideos! such as commercials! on )ouTube relatin its product

#arieties! deals! prices. The comments of the people are considered hea#ily

to see how they react to the #ideos. /mpro#ement is done when the

comments are not suEciently positi#e.

$#itter:

(+ has its own Twitter pae which contains tweets and the replies of the

users. There are also pictures of the meals and burers of the fast food

restaurant. The people can comment on the tweets if he1she wishes to add

their feedbac". This feedbac" is #ery important to (+! in ma"in necessary

impro#ements.
https://twitter.com/Hardeeshttps://twitter.com/Hardeeshttps://twitter.com/Hardeeshttps://twitter.com/Hardeeshttps://twitter.com/Hardees/status/725353883732570112https://twitter.com/Hardeeshttps://twitter.com/Hardees/status/725353883732570112


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The twitter can be used to update the customers of any new deals pro#ided

by (+.

Facebook:

(+ has its own (aceboo" pae to reach the people of Lahore! this (aceboo"

pae can be used to notify the customers of any deals! it can be used to

introduce new products to new people. /t is used for producin positi#e word

of mouth of (+. /t can also be used for atherin information on the mindset

of the people! of how they react to the content posted and what they want

and don,t want.

$(e "ollo#ing is t(e picture o" /FC "acebook:


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!urger /ing:

Burer "in is yet another competitor that we will ha#e to face in Lahore. /t

has social media platforms in (lic"r! )ouTube! (aceboo" and Twitter. (rom

these platforms the burer "in reaches a lare no. of people in the taret

mar"et. There are posted #ideos! in the form of Burer in +ommercials!

pictures of the products such as meals! combos! the eatin en#ironment etc.

present in these platforms to in$uence the people of Lahore and et them to

buy its products and ser#ices with hih customer satisfaction and as such

that it produces positi#e word of mouth. The users are i#en freedom to

comment on the #ideos and pictures and their feedbac" is used to realize thele#el of performance of the social media. /mpro#ements can be made! if

there is a necessity.

So o#erall! these are the competitors that we will face in Lahore. :arious

strateies will be made to ma"e sure that HWAA fast food is successful in

in$uencin the people of Lahore and ettin them to buy more of our

products and ser#ices then these competitors. /t can be said that the content

on the social media platforms are as resource hoo"s! attractin peoplethrouh the content present.


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Goals

/t can be seen! that the competition is touh and their in$uence on the

people is stron. /n order try to wea"en the in$uence of these competitors

and increase the in$uence of HWAA fast food restaurant! this social media

plan has been made. The oals that are of this social media plan is to

introduce our products and ser#ices to the people and ma"in our presence

"nown by means such as (aceboo" account! brochures and then by usin the

social media platforms! it is our oal to strenthen the brand in the minds of

the people! so that they prefer our products more. This should be done

primarily for fast food lo#ers in Lahore. We should ma"e sure that! throuhmar"etin on twitter! (lic"r! )ouTube and (aceboo"! it produces a positi#e

word of mouth amon the people! neati#e word of mouth should be "ept as

minimum as possible! so that the brand imae in the eyes of the people

remains ood and positi#e and that more and more people choose to eat at

our restaurant and eat our products o#er the 3c4onalds! (+ and other

competitors in (ast food. The oal is also to enerate new product ideas that

are acceptable to the people and not only that! they are appealin! for the

purpose of attractin people. The oal of this social media mar"etin plan is

also to et people to trust and prefer our fast food restaurant and throuh

strateies! con#ince them to taste our delicious food at our clean andbeautiful en#ironment. The social media mar"etin plan oal is also to

understand the minds of the customers! to collect data on their way of

thin"in throuh their comment on )ouTube #ideos! on (aceboo" posts etc.!

so that we can understand our customers and introduce products and

ser#ices that ha#e a more successful chance of bein accepted in the

mar"et. There is also the oal of enablin the information of our products!

company itself! #arious o&ers! discounts! deals and ser#ices to reach the

people of Lahore con#eniently! and in a lare e0tent! so that the people can

learn about our company and what it has to o&er. 6ne of the most importantoal of the social media mar"etin plan is to pro#ide *uality ser#ices and

products to the people and not only that! we must also pro#ide them a

rela0in! clean en#ironment to eat in! it is ob#ious that if this will not be dealt

with properly! then it will produce neati#e word of mouth throuh )ouTube

posts by customers! interaction on (aceboo"! interaction between people in

online communities.


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Strategies

The strateies used in the social media mar"etin plan are as follows!

(irst of all! since this is a new company! the stratey is to use social media

platforms! such as! )ouTube and (aceboo" to ma"e our company "nown to

the people. There will also be the ma"in of the company,s own website!from where the customers can see" any desired information of the fast food

restaurant. /n the future if the )ouTube and (aceboo" plan will o well then

the social media mar"etin throuh (lic"r and Twitter will also ta"e place to

reach and in$uence e#en more people in Lahore. Then there will be

comprehensi#e social media strateies! such as! listenin to the social web

to determine where the company brand is bein mentioned! who is tal"in

about it and what attracts the customers to the brand. There is interactin

with the customers on (aceboo" and )ouTube! by replyin their comments

and answerin their *uestions and not only that! ta"in any "ind of ad#ice!

relatin to the customer,s preference etc. if needed. /f the (aceboo" and

)ouTube o well! the social media in$uence will also increase to (lic"r and

Twitter! in these also! interaction with the customers will be done! to

understand them and their psych. There is! enain #ideos to dri#e positi#e

word of mouth recommendations with )ouTube #ideos and (aceboo" posts

and (lic" pictures and Tweet of twitter! showin thins li"e the pictures and

#ideos of burers and the clean! beautiful en#ironment of the restaurant and

the #arious o&ers of the restaurant. There is a stratey of in$uencin the

people of Lahore throuh )ouTube #ideos! (lic"r posts! twitter tweets and

(aceboo". There is also the establishment of a brand community where thedata will be collected on the interaction of the customers! relatin to the

HWAA fast food company,s o&ers! deals! products etc.

$arget Market


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The taret mar"ets are all the people of Lahore! men! women! children! and

elderly. The sementations areD

&sc(ological segmentation:

This sement is for people who ha#e the preference or li"eness for westernfast food o#er desi food. That they prefer food li"e burer and fries o#er

ti""ah! nan! paratha. The taret mar"et is also is the sement comprisin of

(aceboo" lo#in people! who use (aceboo" and ta"e interest in sur'n it.

Taretin these "inds of people on the social media mar"etin plan would

able HWAA to reach a lare number of people and be able to position its

products and ser#ices e&ecti#ely in the mind of the people of Lahore.

Geograp(ic segmentation:


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The people that will be tareted are the people of Lahore.

%mplementation

The strateies will be e&ecti#ely and eEciently implemented! to ensure the

best results of the social media mar"etin plan. There will be no strateythat will be left out! as each one is important! and the implementation will be

done fully.

&lat"orm Speci'c tactics and tools


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The social media platforms below will be chosen as an optimal means for

implementin the company,s o#erall strateies and reachin its social media

oalsD

Facebook:

(aceboo" is used in Lahore to a hue e0tent and is #ery popular. /t is suited

for interactin with the people and tries to understand them. HWAA fast food

will use (aceboo" to strenthen its brands awareness and reconition.

The HWAA fast food specialist will de#elop an account of the company on

(aceboo"! which will consist of information! such as o&ers! deals! and new

products! pictures of the en#ironment and infrastructure and also

commercials. Apart from that they will post content of the company on

(aceboo". The content is planned to be posted 2 times a day. There will be

lin"s present of the company,s (aceboo" pae to pro#ide con#enient accessand not only that! when it comes to outbound communications! HWAA fast

food (aceboo" pae lin" will be present on the created brochures. We will

also consider the replies and li"es as well as disli"es of the people! of our

products! commercial and other posts to understand the people.

,ou$ube:

)ouTube is a lare social media platform and is used by a lare no. of people

for watchin #ideo content. )ouTube fast and #ast reach ma"es it a perfect

platform for reachin the people of Lahore. The tactics utilized in usin

)ouTube areD

3a"in creati#e! interestin and short #ideos and postin them on )ouTube!

the #ideos will be about the deals! combos! food! the en#ironment of HWAA

fast food restaurant and #arious o&ers. /t has been decided that the #ideos

will not be more than 2 min! to a#oid annoyin or irritatin the #iewer. /n

each #ideo! the company,s loo will be shown for e&ecti#e positionin of the

restaurant! in the minds of the people of Lahore. The #ideos that will be

posted will be! once e#ery 2 wee"s on )ouTube and the replies of the people

will be read and analyzed to see whether the customers li"e or disli"e the#ideos and if there is any need we will learn from any mista"e and ma"e any

necessary impro#ement -whether the people li"e or disli"e the #ideo can also

be seen from the #ideo,s li"es and disli"es and lastly! HWAA will also reply to

the customers once in a while and answer any *uestion that they ha#e.

Flickr:


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(lic"r is the most popular photo sharin ser#ice in a"istan. /t is suited for

enain customers with photos of the business. /f usin (aceboo" and

)ouTube will o well! then we will start usin (lic"r to e0pand our social

media co#erae. /n this! we will upload photos of the #ariety of burers!

meals! fries! the prices! #arious o&ers and discounts and also the

en#ironment of the HWAA fast food! to attract customers. The photos will be

uploaded e#ery 2 days with hih *uality and the comments will be read and

analyzed to see whether the people li"e or disli"e the photos and if there is

any need we will learn from any mista"e and ma"e any necessary

impro#ement. We will also reply to their comments daily! if they ha#e any

*uestions.

$#itter:

Twitter is also a useful social media platform8 with twitter it is possible to

instantly reach a lare audience with brief but focused messaes! ma"inthe site a reat mar"etin platform for interactin with the users. The tactics

to be used areD

3a"in a Twitter pae for HWAA fast food! postin interestin messaes! in

the form of small sentences with pictures of the products! respondin to

*uestions and comments properly! usin twitter! tweets will be made once

e#ery 2 days. The comments made by the people will be read and

considered! in order to understand the people li"es and disli"es and if any

impro#ement is needed it will be made.

Content development

$(e content development involves0

+eveloping content:

The content on (aceboo" and )ouTube will 'rst of all be de#eloped by

conductin a mar"et research to understand the taret mar"et of HWAA fast

food! then accordin to their culture! their needs! i.e. what type of burer orfries do they li"e most! can they be spicy! chic"en or beef etc.! then

accordin to the data collected by the sur#ey! the content will be posted on

)ouTube and (aceboo". Onder the condition that there are positi#e responses

by the people! further impro#ements will be done in the social media by

usin (lic"r and Tweet. The content of these 2 social media platforms will be


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made accordin to the data collected from the feedbac" of )ouTube and

(aceboo".

Managing Content:

Social media content will be carefully edited before postin and it will bemade sure that the content that is bein posted stays on topic! is rele#ant! is

not time consumin or irritatin to the #iewer and is interestin to watch or

loo" at.


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Assignments

The assinments assined to the sta& are as followsD

2 Social media specialist! Touheed and Bilal Ahmad are responsible for

creatin the faceboo" pae of HWAA fast food and postin content on

(aceboo" and )ouTube. /t is their 7ob to update content on the (aceboo" pae

and on )ouTube and ma"e the content appealin to the #iewers. ; website

specialist Ha'z Ammar! who will create the website of the restaurant and he

will ma"e the website appealin and will update it if needed. /n the future

there are also 2 social media specialists who ha#e a better understandin in

mar"etin usin (lic"r and Twitter! that will be hired to manae social mediamar"etin on (lic"r and Twitter.

Monitoring and $racking

$racking:

The company will implement a actionable trac"in plan that will choose

optimal topics of focus! select platforms of hihest concentration of the

taret audience and then identify optimal "eywords and phrases by studyin

how the people describes the brands.

Monitoring:

The monitorin plan in#ol#es! social media monitorin by ;st of all carefully

choosin and searchin the appropriate "ey words and the rele#ant social

communities. Then doin *uantitati#e social media research to 'nd out how

the people thin" of the #arious combos! o&ers of HWAA fast food. There is

also! *ualitati#e social media research that will be conducted which will

in#ol#e netnoraphy! to study the brand communities rele#ant to our

restaurant.

Measuring:

/n order to study the performance of the social media plan *uantitati#e and

*ualitati#e measurements will be performed. The *uantitati#e measurements

will be done by measurin the number of #iews! the no. of li"es and disli"es

and the number of comments on the content! and the *ualitati#e


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measurement will be done by measurin the reaction of the #iewers! there

comments and their feedbac"s to the content posted on the social media

platforms.

Evaluating:

The data collected from the measurements will be e#aluated to see the

performance of the social media.

!udget

Monitering tools Rs )1111Social media specialists Rs )-1111

Website creating Rs 21111Content creation Rs 31111$otal expenses "orcasted Rs -41111

Conclusion


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Documents

HWAA Fast Food