Social Media Marketing Plan of OPTIONS

Social Media Marketing Plan
SOCIAL MEDIA
MARKETING PLAN
FOR
20
OPTIONS
20
GROUP MEMBERS
MAHANOOR SAIF UL
ISLAM
12-BS-S-89
ZAYNUB MALIK
12-BS-S-92
MOINA KHAN
12-BS-S-113
EMMA ASHFAQ
12-BS-S-137
GARZEEN HUSSAIN
12-BS-S-139
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Contents
COMPANY OVERVIEW.................................................................................................. 4
OPTIONS-An Exotic Restaurant:............................................................................................................4
OPTIONS Coffee & More:.....................................................................................................................4
OPTIONS Bakers & Delights:..................................................................................................................5
VISSION OF THE COMPANY:...............................................................................................................6
MISSION STATEMENT:..........................................................................................................................7
VALUES:.....................................................................................................................................................7
SOCIAL RESPONSIBILTY STATEMENT:...........................................................................................7
SITUATIONAL ANALYSIS............................................................................................... 8
INTERNAL ENVIRONMENT.................................................................................................................8
TERMS AND CONDITIONS OF USE:................................................................8
AGE:.............................................................................................................. 8
LEGAL NOTICES:............................................................................................ 8
WEBSITES TERMS AND CONDITIONS.............................................................9
RESTRICTIONS ON USE.................................................................................9
RESOURCES DIRECTED TO SOCIAL MEDIA ACTIVITIES:...............................10
EXTERNAL ENVIRONMENT..............................................................................................................11
CUSTOMER AND SOCIAL MEDIA:.................................................................11
COMPETITORS AND SOCIAL MEDIA:............................................................12
ENVIRONMENTAL TRENDS:.............................................................................................................12
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Environmental trends that impact on decision regarding social media:.............12
SWOT ANALYSIS...................................................................................................................................13
STRENGTHS:....................................................................................................... 13
WEAKNESSES:.................................................................................................... 16
OPPORTUNITIES:................................................................................................. 17
THREATS:........................................................................................................... 18
SOCAIL MEDIA GOALS/OBJECTIVES...........................................................................19
INTERPRETATION OF QUESTIONNAIER:.....................................................................20
TARGET AUDIENCE................................................................................................... 30
SOCAIL MEDIA ZONES.............................................................................................. 31
SOCIAL NETWORKING ZONE:.........................................................................................................31
FACEBOOK:......................................................................................................... 31
TWITTER:............................................................................................................ 36
GOOGLE+........................................................................................................... 37
INSTAGRAM:....................................................................................................... 38
SOCIAL PUBLISHING ZONE:.............................................................................................................39
CHANNELS FOR CONTENT DISTRIBUTION:.........................................................39

AUTHENTICITY OF CONTENT GENERATED:.........................................................39
SOCIAL ENTERTAINMENT ZONE:...................................................................................................40
TRANSACTIONAL ADVERTISING:.........................................................................40
IN-GAME ADVERTISING:...................................................................................... 40
SOCIAL COMMERCE ZONE:.............................................................................................................41
E-RETAILING:...................................................................................................... 41
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REVIEWS AND RATINGS:..................................................................................... 43
Using Reviews in Perfect Harmony with OPTIONS Social Media Marketing Efforts
........................................................................................................................... 43
USE OF SOCIAL MEDIA FOR PROMOTIONS................................................................45
TWITTER.................................................................................................................................................46
FACEBOOK.............................................................................................................................................46
YOUTUBE................................................................................................................................................47
INSTAGRAM...........................................................................................................................................47
FLICKR....................................................................................................................................................47
BLOGS......................................................................................................................................................48
USE OF SOCIAL MEDIA TO ENGAGE CUSTOMERS.....................................................48
............................................................................................. SOCIAL SERVICE:

....................................................................................................................................................................48
.................................................................................... CONTENT MARKETING:

....................................................................................................................................................................48
REPURPOSED CONTENT:..................................................................................... 49
GUEST POSTS:.................................................................................................... 49
YOUTUBE:........................................................................................................... 49
BUDGET FOR SOCIAL MEDIA..................................................................................... 50
UNANSWERABLE QUESTIONS.............................................................................51
QUARTERLY AND ANNUAL DIGITAL BUDGET............................................................................52
CONTENT.................................................................................................... 52
SEO............................................................................................................. 53
SOCIAL MEDIA............................................................................................. 53
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BUDGET ALLOCATION FOR 12 MONTHS FOR SOCIAL MEDIA..............................................53
APPENDIX................................................................................................................. 55
QUESTIONNAIER FOR SURVEY.......................................................................................................55
COMPANY OVERVIEW
Passionate for Taste and Hospitality, are the best five words which can better define
OPTIONS. It was 21st of December, 2013, when Options introduced itself in Lahore with focus
on taste and had a plan to set such standards of hospitality and atmosphere which are the real
culture of Lahore. Now after about a year or so, they are moving forward and achieving their
goals within their timelines and limits. As their focus in on taste and hospitality, their passionate
desire is to provide extraordinary value to our guests in a high-energy, business friendly, fun and
entertaining atmosphere with high level of tastes and deliciousness.
OPTIONS-An Exotic Restaurant:

Options is a new venture of dining restaurant in Lahore by a famous hotel chain owner in
Dubai. Options International launched OPTIONS an Exotic Restaurant from the midst of
Lahore the world capital of food with the plan to expand the new concept of Fun Dining all
over Pakistan as well as in all metropolitan cities of the world. Options provide their customers
with most Amazing Dinning Experience in Pakistan with House of four Cuisines. Iranian,
Turkish, Lebanese, Pakistani. They also have special lounges for the reservation where corporate
meetings are held different occasions are celebrated and so more. Options have recently opened
its own bakery where a wide range of different bakery item of premium quality. They also have
an caf with name of options caf where one of most exotic and best aroma coffee of star bucks
is served to its customers who are coffee lover.
OPTIONS Coffee & More:

Options Coffee & More is a unique 24 hour coffee cafe in Lahore which never closes its
doors to customers. Let it be a bright sunny day or a windy stormy night we serve our guests
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with dedication and maintaining highest standards services. As our tagline is The Social
Lounge we want people to socialize other than Facebook and Twitter, and meet their friends in
person while having a cup of coffee, snack or ice creams. Options Coffee & More is an ideal
venue for dining, casual meeting & business talk. To keep you entertained at Options we have
chess, ludo and 3D gaming zone where you just need to grab a cup of coffee and enjoy your time
at Options- Coffee & more in a perfect ambiance.
Highlighted features are:

1. Chess table
2. Ludo table
3. 84 3D LED screen and multiple 55 3D LED Screens
4. Starbucks
5. Fresh Juices & Exotic drinks
6. 3D Gaming zone
7. Book shelf
8. Daily newspaper
9. Fast food
10. Baskin Robbins
11. Safari Lounge
OPTIONS Bakers & Delights:

Options Bakers & Delights is another Hand of Options. Options Bakers & delight is the
perfect spot for getting your cake done. Options Bakers & Delights give a versatile selection
on Cakes. Designer cakes, Elegant Royal Cakes, Royal Signature Cake, Picture Cake, Dry
Cakes, Mousse Cake, and an array of different Pastry and tarts and other Exotic Bakery
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items, and also Provide a 24 hour service and Live baking to satisfy their customers. From
Innovative 3D Cup Cakes to the perfect Wedding Cake, Options Bakers itself is a dream
come true for anyone with a sweet tooth or simply a thing for ART.
The brilliance doesn't just stop there, Options bakers even allows you to be the designer
with its customization option which lets you choose the taste and look of your cake or
cupcake!
They also commemorate the joys, accomplishments, momentous occasions and wonders
of life with their designer cakes. They are there from the beginning, and they become part of
the family, creating centerpieces for their most important celebrations: youre wedding, your
childs first birthday, birthday parties, anniversaries, special cakes for kids, their clients
become part of their family, calling them time after time to create beautiful and delicious
cakes for all of their special occasions.
Highlighted features are:
Designer cakes.
Picture Cakes.
Royal Signature Cakes.
Mousse Cakes.
Special Dry Cakes.
Exotic Bakery Items.
French Bread / Daily Baked Bread.
Exotic Cookies & Brownies.
Daily Baked Donuts Of Different Flavors.
Zero Fat Cookies.

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Branded Dates.
Branded Chocolates.
& Many More....
VISSION OF THE COMPANY:
Options will practice continuous product and service improvements that builds on our
strengths using a team of effective, resourceful members to position ourselves as a leader in
MISSION STATEMENT:
dining services.
Our mission is to become the favorite family dining restaurant in every neighborhood in which
we operate. This will be accomplished by serving a variety of delicious tasting and generously
portioned foods at moderate prices. Our restaurants will be clean, fun, and casual. Our guests
will be served by friendly, knowledgeable people that are dedicated to providing excellent
VALUES:
customer service.
To be involved as good corporate citizens wherever we are around the world. We will treat
customers and distributors with honesty, courtesy, and respect. We will respect and preserve the
environment. Through all of this we will prove to be the worldwide leader in industry trade.
SOCIAL RESPONSIBILTY STATEMENT:

Quality and values will secure our success. We will live by our values, have fun, and take pride
in what we do. Our values are to maintain a work environment where people enjoy coming to
work, to serve our guests and exceed their expectations, and to be profitable and result oriented. 20
SOCAIL MEDIA MARKETING PLAN:

SITUATIONAL ANALYSIS
A situational analysis often is called the foundation of a marketing plan. A situational
analysis includes a thorough examination of internal and external factors affecting a business. It
creates an overview of the organization that will lead to a better understanding of the factors that
will influence its future.
INTERNAL ENVIRONMENT
o
TERMS AND CONDITIONS OF USE:
Please read the following Notices and Terms & Conditions carefully. Options an Exotic Restaurant
Pakistan maintains this website www.options.pk for your information, enjoyment and use. Please
feel free to browse the website. By accessing and browsing the website, you agree to accept,
without limitation or qualification, the Privacy Policy and the Legal Notices, Anti-Spam Notice and
Website Terms and Conditions stated below.
AGE:
If you are under 13 years of age, you should always have the express consent of a parent or legal
Guardian before using internet including this website.
o LEGAL NOTICES:
If you are browsing this website as a non-commercial consumer, you may access material displayed
on the website for your non-commercial, personal use only and subject to the Website Terms and
Conditions stated below.
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If you are browsing this website as an employee/agent/member of any business or organization, you
may access or download material displayed on the website only in accordance with the Website
Terms and Conditions stated below. This permission is specifically conditioned on you maintaining all
copyright, trademark and other proprietary notices contained on the materials and keeping all such
material intact and in the same form as presented on the website. Additionally, you may not.
WEBSITES TERMS AND CONDITIONS
All material on the website is protected by all applicable laws including copyright and trademark laws
unless otherwise specifically noted and may not be used except as permitted in these Website
Terms and Conditions or in the text on the website.
RESTRICTIONS ON USE
JURISDICTION
Except as described otherwise, all materials in the Options website are made available only to
provide information about Options. Options controls and operates this website from Lahore,
Pakistan
and makes no representation that these materials are appropriate or available for use in other
locations. If you use this website from other locations you are responsible for compliance with
applicable local laws.
DISCLAIMER
Although Options may from time to time monitor or review discussions, chats, postings,
transmissions, bulletin boards and the like on the website, Options is under no obligation to do so
and assumes no responsibility or liability arising from the contents of any such communications nor
for any error, defamation, libel, obscenity, profanity, or inaccuracy contained in any such
communication. You are prohibited from posting or transmitting any unlawful, threatening,
defamatory, libelous, obscene, pornographic or profane material or any material that could constitute
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or encourage conduct that would be considered a criminal offence or give rise to civil liability or
otherwise violate any law.
MISCELLANEOUS
These Terms and Conditions will be governed and be interpreted pursuant to the laws of the
Government of Pakistan, not with standing any principles of conflicts of law. If any part of these
Terms and Conditions is unlawful, void or unenforceable, that part will be deemed severable and will
not affect the validity and enforceability of any remaining provisions. Possible evidence of use of this
website for illegal purposes will be provided to law enforcement authorities. This is the entire
agreement between the parties relating to the use of this website.
Options reserve the right to change any price, product, service or new item without notice. All
promotional items are subject to availability. Prices may vary between restaurants.
RESOURCES DIRECTED TO SOCIAL MEDIA ACTIVITIES:
Resources aim to help drive your business forward.
WEBSITES:
The Social Media-focused online resources provide regular content. The content is posted on
websites such as;
Facebook
Twitter
Instagram
Pinterest
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Google+
Foursquare
These websites acts as a resource for Options as content is published and promotion is being
done through them. These sites enable the customers to check the rating and reviews as well.
TECHNOLOGY:
Options is so advanced in technology that it provides a tablet to its customers for placing their
orders which creates an ease for them. It is an in detail menu.
EXTERNAL ENVIRONMENT
A business does not operate in a vacuum. It has to act and react to what happens outside the
factory and office walls. These factors that happen outside the business are known as external
factors or influences.
o
CUSTOMER AND SOCIAL MEDIA:
Customer is very important for every business .the purpose of every business is to maximize
profits by satisfying the customers demand. Option is trying to satisfy its customers as much as
they can. The target class is middle class and upper class which includes families and
professionals as it is near to the university so the university students are also their customers.as
the trends are changing and technology is more advanced due to which people shift from
traditional media to social media.
We can say that traditional media and social combine and become tradigital media to serve
customer more efficiently and effectively. Now a days majority has smart phones more and
more applications available in play store and more and more people have internet access.
Facebook, tweeter, whatsapp, line etc. these are the communication tools that now a days people
use. That shows our target audience are social media users.
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COMPETITORS AND SOCIAL MEDIA:
The main factor that affects most business is the degree of competition how fiercely other
businesses compete with the products that another business makes. Our competitors are those
restaurants who are targeting middle and upper class such as bundu khan, salt and pepper,
BANERA ROOFTOP RESTAURANT, BISTRO 201, chaye khana etc. now a days every
organization and company using social media they are heavily advertising on Facebook, twitter,
whatsapp and use different apps to aware the customers about the offers and promotional
activities.. If we see bundu khan so they are using different strategies they are offer discounts to
like on Facebook, online reservations, party and meeting reservation, order online with online
system etc.
ENVIRONMENTAL TRENDS:
Environmental trends that impact on decision regarding social media :
By now, we are all aware that social media has had a tremendous impact on our culture, in
business, on the world-at-large. Social media websites are some of the most popular haunts
on the Internet. They have revolutionized the way people communicate and socialize on the
Web.
Impact on Politics
Due to change in political lawful environment in our country, by the introduction and
implementation of new policy regarding cyber business as a promotionasl tool can affect our
socail media activities.
Impact on Business
Net savvy companies are using social media to advertise their products, build customer
loyalty and many other functions. Interactions and feedback from customers help businesses
to understand the market, and fine-tune their products and strategies. Many firms organize
contests and give away prizes to enthuse consumers to visit their social website page more
often. Compared to television advertisements and other expensive forms of marketing, social
media presence is a cheap and effective means to enhance brand image and popularity.
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Effect on Socialization
Social networks offer the opportunity for people to reconnect with their old friends and acquaintances, make
new friends, trade ideas, share content and pictures, and
many other activities. Users can stay abreast of the latest
global and local developments, and participate in
campaigns and activities of their choice. Professionals
use social media sites like LinkedIn to enhance their
career and business prospects. Students can collaborate with their peers to improve their
academic proficiency and communication skills. You can learn about different cultures and
societies by connecting with people in other countries.
SWOT ANALYSIS
Internal analysis is a thorough knowledge and understanding of the strengths and weaknesses
within an organization.
STRENGTHS:
i.
ii.
WIFI facility as a medium of promotion:

Options an Exotic restaurant is famous for its social media promotion and the way
they use these tools becomes their biggest strength. Their competitors do provide the
customers with the WIFI facility but Options does more for their customers by giving the
customers an opportunity to get discounts on their meal if they check-in their location.
They have created their Facebook page mainly for this purpose so that the customer feels
an ease and update a status about their experience in the restaurant. It enables Options to
get feedback in the form of reviews on their page as well.
iii.
iv.
Availability of the menu:

Options have prepared a list of the dishes they serve, a proper menu with kids special
category with the prices mentioned. Customers can easily visit their social media page
and decide what they want to eat. Customers can easily evaluate the dishes by getting
information briefly about the dish.
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v.
Online reservation:
Using social media at peak, Options give its customers the facility to make online reservation
with the help of their official website (www.options.pk)
It becomes the strength for the restaurant as the customers feel secure that they will get a table
any time of the day. They dont face the problem of waiting; they reserve their table simply by
going to its website even sitting at home.
vi.
Delivery order online:
Options for restaurants include marketing carryout orders

through easier online ordering and delivering food to
customers and businesses in the neighborhood on foot or
by bicycle, car or delivery van. Pizzerias have long
dominated the delivery market, but thats rapidly
changing as customers can order from their phones,
restaurant websites and third-party services.
Food is
delivered quickly with full responsibility. Social media

has made it easier for the customer to avail the facility
with just a single click.
vii.
Special Events:
Options is famous for setting up special events in their restaurants. Events such as karaoke
nights, musical events, they even celebrate birthdays, anniversaries and other special events. The
customers feel special as they collect pictures of their life events and display them on their LED
screens.
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viii.
Takeaway order online:
Options is providing facility of online takeaway which saves time and effort of the customers so
a customer can online place the order and they dont need to wait at Options for taking their
meals. This service becomes a competitive edge for Options.
WEAKNESSES:
i.
Active social media panel:
Sometimes it becomes hard for the social media panel to keep the website updated. If they fail to
do that the customers will face a lot of queries and they will rather choose not to waste their time
on finding the solution to them. The people working on the back end of the website needs to be
fully updated about the day to day activities so the website can be updated which becomes
hectic, as it is difficult to post and re-post.
ii.
Fake IDs on social media:
Using social media for the purpose of ease and promotion for the customers is not always
beneficial. Facebook pages in the name of the restaurant try to damage the repute of the
restaurant. Fake Facebook pages have led to the mistrust of the customers as they feel lost
sometimes whom to trust.
iii.
Delivery order online problems:

Their website server sometimes gets down for a while or a certain connectivity problem with
their social media page that can

delay an order. Relaying only on
social media for order taking is
not
always
safer
option.
Handling
deliveries
and
increased
carryout
orders
sometimes interfere with normal

operations and slow in-house
service. They dont have proper
insurance and reliable delivery people.
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OPPORTUNITIES:
a) Free access to customers:

Due to the advancement in social media it has become an opportunity for Options to access
different customers spread geographically. Traditional tools for promotion are not as effective as
social media promotion is cost effective. Options use Facebook, Twitter and Instagram as their
promotional channels.
b) Cost effective:
The main opportunity for Options of social media marketing is cost-related. The majority of
social media sites are free to access, create a profile and post information. As Options is provided
very good services to its customers so good word of mouth on social media generated itself.
Options have opportunity of reaching their targeted market for little or no cash investment is
substantial, and the audience wanting your information voluntarily joins or follows them.
Because they provide them with much details like pricing, discounts and in details information as
compared to their competitors.
c) Using Major Websites:

They use Facebook, Twitter and Instagram all up to date websites to reach the correct audience
because majority of their customers are youth and now every single person have android and
have access as well. The viral nature of social media of Options means that each person who
reads the posts has the capability to spread the news through Facebook, twitter (They give
Discounts for check-ins) may be through word of mouth farther within his own network, so
information can reach a large number of people in a short time.
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THREATS:
a. Similar type of foodie:

Competing restaurants also used different sites of social media so it represent a threat to
business, especially by selling similar types of food or have similar updates e.g. pictures of
restaurants, food, prices discounts etc. New restaurants using the social media techniques to
attracting your costumers represent a threat.
b. Raising the price:

Other threats consist of the potential rising price of certain foods on social media with the
addition of taxes as costumers specially Youngers who got their pocket money used to reluctant
these things. If Options make dishes and raise prices and upgrade their prices on websites, so
people who first check the prices and other factors shift to other restaurants. Threat exists
because Options compotators also serve, so they may lose their customers.
SOCAIL MEDIA GOALS/OBJECTIVES

In consideration to the above analysis, the opportunity exists to attract and retain customers
through social media marketing.
The following social media goals are designed to achieve this undertaking:
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Increase the
engagement of
target market
Increase exposure
Develop loyal
customers
Strengthening the
brand, primarily
among upscaleincome youth or
corporate market
Improving
customer
satisfaction
Driving word of
mouth
recommendations
INTERPRETATION OF QUESTIONNAIER:
1) Gender: _______________
2) Occupation: ______________
3) Age:
18-25
26-33
34-41
More than 41
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Age
15%
20%
18-25
26-33
25%
34-41
more than 41
40%
INTERPRETATION:
The result shown in the above diagram clearly shows than the major chunk of population was 26
to 33 which is almost 40% and then the people with age of 34 to 41 which is almost 25% and the
people with age more than 41 are very less in number who filled this question are because they
were not very comfortable in filling any sort of questionnaire.
4) Income level:
Less than 30,000
31,000-60,000
61,000-90,000
91,000-120,000
More than 120,000
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Income Level
10%
8%
Less than 30,000
15%
31,000-60,000
42%
25%
60,000-90,000
91,000-120,000
more than 120,000
INTERPRETATION:
As it clearly seen in the diagram 42% of the people were earning income of 31,000 to 60,000 and
the least is 8% less than 30%.
5) How long you are been using social media?
1-3 months
9-12 months
1-2 years
2-3 years
3-4 years
4-5 years
5 years +
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10%
10%
11%
17%
1-3 months
9-12 months
16%
14%
22%
1-2 years
2-3 years
3-4 years
4-5 years
5 years +
INTERPRETATION:
As this diagram explains that most of people are using social media from almost 2 to 3 years then
16% of people are using social media from 1 to 2 years and 17% of people are using social
media from 4 to 5 years and 14% of people are using social media from 3 to 4 years so it means
in the last 2 to 4 years the trend of using social media has increased rapidly. People are not only
using social media for just communicating but for business purposes also it clearly tells us that
now a days social media hold great importance in our lives.
6) Which social media websites do you use the most?
Facebook
Twitter
LinkedIn
Google+
Pinterest
Instagram
You tube
Foursquare
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Social Media website

Facebook
14%
Twitter
17%
Linked In
12%
12%
Google+
Pinterest
12%
10%
11%
12%
Instagram
Youtube
Foursquare
INTERPRETATION:
The pie chart above clearly shows that the most used social media site is Facebook than
foursquare than twitter you tube and Instagram so the better option for promoting any business
on social media will be Facebook as it is most commonly used social media website. Promoting
your business through Facebook will be cost effective and will cover larger population for
having an effective reach to the conveyed message.
7) Which is your preferred social media website?
Facebook
Twitter
LinkedIn
YouTube
Google+
Pinterest
Instagram
Foursquare
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Facebook
10%
Twitter
20%
Linked In
20%
10%
15%
15%
5%
5%
Google+
Pinterest
Instagram
Youtube
Foursquare
INTERPRETATION:
The most preferred social media website is Facebook and YouTube with the ratio of 20% from
sample population and then its instagram 15% and Pinterest 15%. From the results it can be
concluded the better mean for promoting the business will be face book YouTube instagram and
Pinterest
8) According to you for what purpose/s social media is used for?
(Select as many choices as you like)
To advertise products/services
To gain feedback from customers
To engage (in conversation) with customers
To offer promotional items e.g. coupons/gift vouchers
For business to business purposes e.g. LinkedIn
To analyze the competition
I dont use it for business purpose
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10% 5%
25%
10%
20% 15% 15%
To advertise
products/services
To gain feedback from

customers
To engage (in
conversation) with
customers
To offer promotional items

e.g. coupons/gift vouchers
For business to business

purposes e.g. LinkedIn
I dont use it for business

purpose
INTERPRETATION:
In response to this question 25% of the people answered social media is used for the
advertisement of the product and service 20% answered it is used to sales promotion such as
informing about discounts offering vouchers, coupons. And 15% people think it is used by the
companies to keep customers in touch and engage with them and is also used for feedback. This
clearly.
9) Do you feel that organization should use social media more in
its day to day operations and marketing purposes?
Yes
No
20
25%
Yes
75%
No
INTERPRETATION:
The above diagram clearly explains then social media is now not only used as a mode of
communication at far of places it has now turned into a complete marketing tool and is used by
many business firm as a marketing tool. The advantage of social media as a marketing tool is
rapid coverage and reach of message in lesser time and is cost effective.
10)
How useful do you think that social media has been in
promoting a business?
Very useful
Kind of useful
Don't know
Not very useful
Useless
20
10%
10%
40%
Very Useful
Kind Of Useful
15%
Don't know
25%
Not very useful

Useless
INTERPRETATION:
The result to this question which we got clearly explains us that social media has now been
introduced among the people with a new dimension which is it is very effective promotional tool
for promoting any product or service.
11)
How many times has social media helped you to market a
specific product/service?
Most often
Often
Less often
Never
20
10%
15%
45%
Most often
Often
30%
Less Often
Never
INTERPRETATION:
From the result which we got from the sample population was 45% of sample population has
promoted any product or service at some point of time.
12)
Would you recommend using social media to another
organization, as a tool for marketing a product/service?
Yes
No
20
30%
Yes
70%
No
INTERPRETATION:
As shown in the above pie chart major chunk of sample population will prefer and will
recommend using social media as a marketing tool. This clearly indicates peak of interest of
people in using social media.
TARGET AUDIENCE
Options has divide its customers into different segments like
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Corporate
people
Families
Students
To reach these customers social media segmentation involves:

1.
2.
3.
4.
5.
6.
Digital collaborators
Ambivalent networkers
Media movers
Roving nodes
Leisure followers
Fun seekers
They are offering different facilities for different segment accordingly but on social media they
are presently targeting families spouse and most importantly youth. Facebook, twitter and
Instagram are being used as social media vehicles as mostly youth is very active these websites.
Best means to reach them presently on social media is Facebook because everybody now has
account on Facebook from top management executive to cook.
SOCAIL MEDIA ZONES

SOCIAL NETWORKING ZONE:
Just because a network has billions of users doesnt mean it will have a direct contribution to a
brands objectives. Instead of trying to be everything to everybody, we focus our efforts on
networks that hold the key to our target audience and objectives.
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Each network has its own strengths and weaknesses, and we try to carefully pick and choose
which networks will give advantage of. Here are some of the most popular networks which we
will be using.
FACEBOOK:
Options will create its Options Fan Page separate for each Options bakery, restaurant and
coffee to target customers and potential customers.
Facebooks News Feed is a very visible place for social posts, its one of the best places for us to
distribute our content in order to increase brand awareness, drive website traffic and distinguish
ourselves as a thought leader.
Through the following way we will manage Facebook Fan Page:
Add a recognizable profile

picture
Choose an engaging cover photo
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Optimize
Optimize the
the descriptions
descriptions of
of your
our profi
profile
le
picture and cover photo by adding links.
Add a call-to-action (CTA) button to our cover

photo.
20
Customize the Facebook Page with apps -- then

organize our tabs.
20
Fill out your 'About' section with basic

information.
Post other content types as well.
Pin important posts to the top of our page.
Monitor and respond to comments on Fan page.
20
TWITTER:
Twitter is best to use as a customer service and business development channel. Monitor this
network for inbound messages from dis satisfied customers, and quickly turn them into happy
connections. At the same time, look for prospective customers. We will cover the five different
parts of a Twitter profile and some best practices to keep in mind as we build our business home
on Twitter.
Our Twitter @username

Our profile photo
Our bio
Our header photo.
Our pinned Tweet
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Some other strategies will also be followed:
Say thank you (a lot).

Use the@ replyto publicly thank someone.
Listen to ourfollowers.
Offer discounts or special deals to Twitter
followers.
Use images and videos.
Favorite tweets
Ask questions and run polls
GOOGLE+
Google+ is the ability to hyper-target your potential customers by Communities.

Communities are groups of people who get together to discuss specific topics, so if you can find
one that your customers are likely to be in, you can post content there that might interest them.
Use images for more attention

Write long messages in G+ and then Tweet the link
Treat it like a dedicated blog
Use the same email address for email campaigns
If something is popular on Twitter and Facebook, cross
post it to G+
Mix your email campaigns with your Google+ posts
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INSTAGRAM:
Options will connect its Instagram account to its other social media accounts: Facebook,
Twitter, and Google+.
Share a Variety of Content
Hash tag your niche type

Share photos of our team actively participating and
interacting with customers.
Tease photos of content and share a link and call to
action
Encourage your readers to post their own photos
Promote your products with creative, professional
photos
Offer promotions and exclusive announcements to
followers
Leverage photo contests on instagram with facebook
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SOCIAL PUBLISHING ZONE:

This zone of social media marketing actually involves quite a mixture of many techniques and
tools for getting proper reach to the targeted consumers. The content which will be generated for
promotion of options will be mixture of pure organic content and sponsored conversations to
have an optimized desired result in generation of consumers attention towards option restaurant
and caf.
CHANNELS FOR CONTENT DISTRIBUTION:
The channels which will be used for the distribution of content to selected target segment are
mentioned below
Blogs on blogging websites which includes blog.com , blogger.com, penzu.com and etc
Media sharing sites which includes YouTube, Facebook, Daily motion, Twitter feed etc.
AUTHENTICITY OF CONTENT GENERATED:
The content which will be generated by options for its promotion will be purely authentic and
will be consumer generated for that following strategies will followed
On spot rating and reviews will be taken by consumers who have availed the option
experience and special discounts on the total bill given to customers if they will rate the
option service and will give reviews about it. By this discount offer customers interest
will increase in providing rating and reviews and in this way original reviews and rating
will be established for option and it will help options for its promotions.
Liking Page on Facebook on the spot will provide customers to avail 3d gaming service
and Robin Baskin ice cream one scoop (flavor of your own choice) will be offered and
both this options will be free of cost.
SOCIAL ENTERTAINMENT ZONE:

In social entertainment Options will use Transactional advertising and in-Game Advertising.
TRANSACTIONAL ADVERTISING:
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Rewards will be given to customers when they achieve some targets or points. And for that we
will make role plying game based on virtual worlds. On which a person have to play a character
role with the goal of completing some mission. Some targets will be set for customers or players
when they achieve that target then they will be rewarded with discount coupons to attract
potential customers and to build the brand loyalty. The game AT OPTIONS will be tremendous
in a sense that customers can feel they are moving at options, the games style or design will be as
same as options ambiance actually is.
AT
IN-GAME
ADVERTISING:
Options will use another game to promote their brand. Static ads will be used by Options because
these are hard coded into games and ensure that all players view advertising.
CHEF QUEST
FARM VILLA
At start because of limited availability of budget, Options will play their static ads before the
start of the game for 6 seconds.
SOCIAL COMMERCE ZONE:

E-RETAILING:
SOCIALLY ENHANCING E-RETAILING SPACES:

Using social media applications easily drive traffic to retail shops. The costs are low, the
risks are manageable and now customers are already using the platforms. By engaging customers
where they live, Options can increase the foot traffic to their shop and grow their business.
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BUILD YOUR AUDIENCE:
The first step to getting someone to visit Options may be to get them to visit their
Facebook page or follow them on Twitter and Instagram. Once they have their social media
account pages set up, more time should be spent on finding and building their audience on these
platforms. Since many retail shops are geographically challenged Options can only do
business with people within driving distancefinding local people is an essential first step.
CREATING CONTENT THAT ENGAGES AUDIENCE:
Just getting people to fan or follow you wont bring them into your shop, however.
Options need to create a steady stream of content to engage their audience, creating content that
is compelling and relevant. Posting their menu specials to Facebook, Twitter & Instagram,
complete with a photo. As fan base grows, suggestions can be taken on what theyd like to see as
the daily special. Or run a contest on what to name our new meal where all the entries must be
posted to their business page (which requires them to first fan your page).
LEVERAGING LOCATION-BASED APPS:

Its important to realize that a lot of people are using location-based apps, and often
linking them to their Twitter or Facebook accounts. In other words, when they check into a place
theyre letting all their friends know where they are, and thats good for your business.
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INCENTIVIZE AUDIENCE TO VISIT

Building loyalty and connections with customers is a great long-term success strategy.
However, there are plenty of ways to provide incentives for your online audience to make an inperson visit with a more immediate impact:
Announce a discount for anyone who walks in and mentions Twitter or Facebook while
placing his/her orders.

Announce a special event at your bar.
Announce menu of the day & special deals
REVIEWS AND RATINGS:
THE IMPORTANCE OF WORD OF MOUTH

'Word of mouth' those three little words have always been critical for restaurants, with
customers spreading the news about their dining experiences to family and friends. Today, word
of mouth is more pervasive and powerful than ever due to the increasing popularity of online
reviews and social media. Customers air their opinions for all to see online. Whether a guest
raves or rants about your service, its not just a passing comment to a friend or two. Reviews may
20

remain online for years, influencing countless potential customers. Plus, the dramatic increase in
smartphones puts reviews literally in the hands of millions deciding where to dine out.
Online reviews have emerged as one of the major factors that influence purchase
behaviors of todays consumers. Thanks to sites like Foona.net and TripAdvisor, Foursquare
as well as social networks like Facebook & Google+ all of which allow users to rate and
review local businessesreviews carry potent word-of-mouth power that can draw or drive
away potential customers.
Using Reviews in Perfect Harmony with OPTIONS Social Media Marketing Efforts
Options should create opportunities where the customers feel an ease to drop reviews and
their experiences.
1. IDENTIFY MOST RELEVANT ONLINE REVIEW SITES:
Options can have its own unique set of social media review sites. Thats why its
important to know who is talking about your brand and where. Social media is earned media, and
success requires listening. But to be able to listen to your customers and your target audience,
you first have to know where their conversations are taking place. Options may already have a
business page on Facebook and a branded profile on Twitter, but this is not enough. Options
should Plant their flags on different review sites and other social apps as well such as Food
Panda, Google+, TripAdvisor, Foursquare and Yahoo Local are just a few of the places
Options could be mentioned.
2. RESPOND TO YOUR ONLINE REVIEWS:
There is no reason to fear the voice of the customer. While negative social media
comments and one-star reviews feel like a punch in the gut, Options should face customer
feedback head on. The savviest brands know in order to succeed on social media; they have to
develop meaningful relationships with their fans and followers. This even includes their biggest
critics and haters. Responding will allow them to engage with the vocal customer who wrote the
review. It also creates an opportunity for impartial observersyour potential customersto have a
fairer, more reasonable perception of their brand.
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3. ENCOURAGE HAPPY CUSTOMERS TO GIVE POSITIVE REVIEWS
Instead of focusing on promotional brand content or paid advertising as a top investment
priorities, Options can let UGC (user-generated concept) work wonders for their brand
reputation. A great tactic for leveraging UGC is to collect feedback from their happiest customers
and encourage them to post reviews. These people can be powerful word-of-mouth catalysts for
their business, so it makes sense to keep them engaged. Meanwhile, if they are already enjoying
a five-star reputation on Pak reviews or TripAdvisor, best reviews should be shared on Facebook,
Twitter or Instagram. Its a great alternative to pushing loud sales messages that dont always
work anyway.
4. PROMOTE YOUR BUSINESS ON REVIEW & SOCIAL MEDIA SITES
Options should not limit its efforts to Like us on Facebook or Follow us on
Twitter. They should let people know they can also be found on review sites such Trip Advisor,
Google+, Foursquare and other platforms. This serves might serve as a demonstration of their
authenticity, transparency and openness to feedback, which can be the most critical factor to
succeeding on social media.
5. IDENTIFY & RESOLVE CUSTOMER ISSUES
If customers have raised issues on social media in online reviews, they are needed to be
located and resolved. Social media has transformed how businesses handle complaints and
respond to customers needs and expectations. Outside of Facebook and Twitter, the voice of the
customer can also be heard on community-based, review-driven platforms. Extend the scope of
efforts to include online review sites. Resolve customer issues, while also creating new
opportunities to foster customer loyalty and win lifelong fans.
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USE OF SOCIAL MEDIA FOR PROMOTIONS

Social Media is the term used to describe the 2nd generation of websites (or Web 2.0) which
enables greater interaction with their users. Traditional websites required passive consumption of
information by the reader in a top-down approach, while the new wave of Social Media sites
encourages the reader to contribute their own content and ideas. Options are now using all these
activities which are describe below to promote their brand in the market.
TWITTER
options posted tweets of their customer so that more and more customers aware about their brand
as Twitter is a micro-blogging tool which enables users to post 140 character messages online
about themselves and their business. By searching for topics that interest you and are relevant to
your business you can quickly build up a network of people to 'Follow' and recruit your own
tribe of 'Followers'. Individual posts or 'Tweets' can be posted online via the website or sent as an
SMS text message from your mobile phone. Unlike normal text messages or emails, a single
Tweet not only appears on your own profile page, but on those belonging to each of your
Followers, making it a highly effective tool for spreading the world quickly about your latest
news and ideas.
20
FACEBOOK
Posting ads on Facebook so that customers can easily get the update information about the brand,
videos, images, menu cards etc.
With over 200 million users worldwide in 2009 (70% outside of the US), Facebook is one of the
biggest social media success stories of recent years. Originally a way for college students to stay
in touch with their friends, Facebook has since evolved into an easy and user-friendly way for
individuals, businesses and groups of like-minded people to communicate with people around
the world. With so many people using Facebook on a day to day basis it's worthwhile having
some kind of presence for your business on there, and it can be another useful way to market and
launch a new product or service.
To start a Facebook Page where people can 'Become a Fan' of your business, comment on your
products or services, interact with you and share content with their friends
YOUTUBE
Placing videos about the environment, extra benefits that they are providing like they are
providing the big led in their restaurant, the services they are providing etc.
The moving image is one of the most powerful ways to get your message across to people
quickly. Businesses can use YouTube to post individual videos about their product or service, or
create their own YouTube. Even with a basic video camera or mobile phone and a little bit of
imagination, videos can quickly become viral and there are numerous examples of people who
have had their clips viewed by over 50million users! Even if just a small number of people view
your videos, YouTube is a useful and compelling medium for marketing and promoting your
business that should not be ignored.
20
INSTAGRAM
Like most social networks, users can accrue followers who will see their photos. The use of hash
tags is encouraged as a method of photo discovery. It will be quite useful when it comes to
promoting the culture and the aromatic food of Options. Instagram engagement rate is one of the
best of all social networks. Its image-centric nature lends itself to showcasing and selling
products. When youve established a large targeted audience and gained trust and loyalty, its
time to convert browsers to buyers.
FLICKR
Flickr describes itself as 'the best online photo management and sharing application in the world'
and provides an easy to use online system for uploading and sharing your pictures with anyone
you like. Businesses can use Flickr to share photos of events or products they have available to
buy which can be linked to from their emails, website, blogs or any other Social Media. Options
are providing the facility of photo gallery where you can get your images online
BLOGS
Blogs (an abbreviation of the word 'weblog') are a type of website that allows an individual or
business to write a running commentary or diary of their activities which can be made available
for anyone to see. Blogs can be purely text-based, but really come to life when enriched with
other Social Media tools like YouTube videos, Twitter feeds, photos, audio and links to other
external sites of interest.
There are a number of free blogging tools available, including Word Press and Blogger which
provide users with a simple way to establish an online presence without having to pay for a
website.
USE OF SOCIAL MEDIA TO ENGAGE CUSTOMERS

SOCIAL SERVICE:
If customer service is important to company then have a designated person (or a team,
depending on the size of your company) manage customer service strategy on social media.
20

Monitor the key social channels such as Twitter, Facebook, Google+ and Instagram. Company is
not only looking to react to customers who post negative reviews or complaints; it also looking
to engage and thank the customers who post positive comments. Options provide the social
service to its customers by keeping an eye on their post, views about the brand.
CONTENT MARKETING:
One of the strongest social media strategies is content marketing. Options are posting
information about their products and services that is a valuable resource for customers. The key
is to not be self-promoting. Give value, and it'll develop a loyal following that looks forward to
your insights. We are posting blogs and create white papers that share information on the latest
and greatest happenings.
REPURPOSED CONTENT:
One of the quickest ways to create new content is to repurpose it from your blogs and articles.
For instance, extract a sentence or two from an article or blog post, and turn it into a tweet. Or
take short, meaningful quotes from your articles and pin them on Interest. Maybe you could
create a slideshow of your articles with cool graphics purchased from royalty-free photography
sites such as Bitstock Photo and post them on Slide Share. There are many places you can use
repurposed content.
GUEST POSTS:
Is a company confident enough to feature their competitors on their website? If so, consider
publishing a semi-regular guest post from one of their friendly competitors or colleagues in the
same industry. This shows that they're really interested in sharing relevant content, even if it's not
there, with their community.
YOUTUBE:
YouTube strategy is very useful, the search engine used the most is YouTube, and posting
valuable and informative videos is a powerful way to reach customers and prospects. Thats why
option will focus to post their videos on YouTube to reach large chunk of customers
20

By using all these we are providing information about our brands so that more and more
customers know about us and reach us.
BUDGET FOR SOCIAL MEDIA

Options is not only spend on their kitchen, services, decoration, maintenance and others. In fact
they extract approximately 10% of their budget for marketing. Now the point is that options
never use ATL for promotions, they never release their ads on TV commercials and radio. For
marketing there selves they use quarter percent of their budget on BTL. Options from the
beginning use BTL tool which covers:
Standees
Flexes
Brochures
And the rest budget used in SEO, E-mails, web development and initial analysis, social media
and content marketing. There are a multitude of different digital media channels to promote and
communicate Options message. By next year, that number will only increase, and the role of
social media will grow even greater on platforms like Facebook, Pinterest, Twitter and
Instagram.
Total budget of
Options
100%
Marketing Budget
20%
20
Social
Media
12%
Below the
line
8%
UNANSWERABLE QUESTIONS
Options agrees that social media is the future of the marketing but planning for its raises a
number of seemingly unanswerable questions:
o
o
o
o
o
o
o
Should we delegate social media responsibility?

What platform should we focus on?
How often should we post?
How many campaigns should we run?
Who create the content?
What technologies should we introduce?
Should we hire the firm or in house?
How do we budget for

social media campaign?
How do we
measure goals for
all of these?
OR
At Options, were navigating the next year of social media, plan, and budget properly. In this
guide, well be focusing on a digital strategy centered on regular social media campaigns
throughout the year. Read on for our considerations on budgeting social media campaigns this
year
and
beyond.
For digital active brands, especially Options, social media vastly outpaces other forms of media
in lead generation and customer conversion. And for marketing teams of one to five employees,
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social media is responsible for nineteen percent of lead generation spend, with SEO and email
marketing following at sixteen and twelve percent respectively. That number will only increase
in the years to come. Social media activity is now a key determinant in SEO algorithms; The
more socially active you are, the higher youll appear in search. Social media is proving more
effective than pay-per-click(PPC), for both B2C and B2B companies alike.
19%
Of lead
Generatio
n Spend
QUARTERLY AND ANNUAL DIGITAL BUDGET

That said we still recommend a multi-channel approach when it comes to digital budget
planning. Banner ads and SEO will get your message seen by people who may not be active on
social media, and all continue to play a key role in customer conversion online. The key is to
avoid overspending on digital by setting two types of allowance: a base line quarterly digital
budget and annual campaign-based budget, then breaking those amounts in to activities and ad
buys in several main categories:
CONTENT
Writing
Graphic design
Video production
Audio/recording
SEO
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Technology
Agency/consulting
SOCIAL MEDIA
Listening/research
Social ads
Promotions
BUDGET ALLOCATION FOR 12 MONTHS FOR SOCIAL

MEDIA
Tasks
Budget
Allocations
Web
15%
development
and
initial
analysis
SEO
30%
E-mail
10%
Social media
30%
Content
20%
Marketing
20
BUDGET ALLOCATION FOR 12 MONTHS FOR SOCIAL MEDIA
14%
19%
Web development and initial analysis
SEO
E-mail
Social Media
29%
Content marketing
29%
10%
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APPENDIX
QUESTIONNAIER FOR SURVEY
1) Gender: _______________
2) Occupation: ______________
3) Age:
18-25
26-33
34-41
More than 41
4) Income level:
Less than 30,000
31,000-60,000
61,000-90,000
91,000-120,000
More than 120,000
5) How long you are been using social media?
1-3 months
9-12 months
1-2 years
2-3 years
3-4 years
4-5 years
5 years +
6) Which social media websites do you use the most?
Facebook
Twitter
LinkedIn
Google+
Pinterest
Instagram
You tube
Foursquare
7) Which is your preferred social media website?
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Facebook
Twitter
LinkedIn
YouTube
Google+
Pinterest
Instagram
Foursquare
8) According to you for what purpose/s social media is used for?

(Select as many choices as you like)
To advertise products/services
To gain feedback from customers
To engage (in conversation) with customers
To offer promotional items e.g. coupons/gift vouchers
For business to business purposes e.g. LinkedIn
I dont use it for business purpose
9) Do you feel that organization should use social media more in
its day to day operations and marketing purposes?
Yes
No
10)
How useful do you think that social media has been in
promoting a business?
Very useful
Kind of useful
Don't know
Not very useful
Useless
11)
How many times has social media helped you to market a
specific product/service?
Most often
Often
Less often
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Never
12)
Would you recommend using social media to another
organization, as a tool for marketing a product/service?
Yes
No
13)
If you answered No to the question above please state
from the options below why you do not recommend social

media more often
Not enough time

Not enough resources (e.g. staff, computers, finances)
Don't think it is useful to the organization
Have insufficient knowledge on how to use social media
14)
Please write a few words on the benefits of social media
compared to other mediums.

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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BIBLIOGRAPHY:
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