PM Bistro Social Media Marketing Plan

6 Step Social Media Marketing Plan for PM Bistro + Lounge

Transcript

1. Social Media Marketing Plan 1) social Network selection The first thing to remember when deciding which social networks to Use is that you only have to be on the platforms that matter to you and your audience, not every single platform. in PM Bistro’s case, their target Demographic of 30 years and older are primarily on Facebook, Twitter, and Instagram, so that matches up very well with them utilizing these 3 platforms for promotion. 6 steps
2. 2) profile completion It is important to make sure that your social media platforms display uniformity, which can be done by making sure your avatars, cover photos, bio, and profile info is up-to-date and complete. By doing this, PM Bistro’s social media presence will maintain a level of professionalism, show the cohesiveness of their brand, and signal to consumers that they are serious about engaging. Profiles can be broken down into 2 parts: visuals and text. as it regards the text component, PM Bistro already displays this cohesiveness across their 3 social networks with their bio and profile info, which includes their slogan, “Good People, great food”, their phone number, their address, and link to their website. while this is a good start, PM Bistro can achieve this same uniformity with their visual component by having the exact same profile pic and similar cover photos across their Facebook, twitter, and instagram pages. For visuals, The goal is to aim for consistency and familiarity. By having matching profile pics and similar Cover Photos, PM Bistro will accomplish this goal and attain that consistent, cohesive, and professional look. 

3. 3) Voice and Tone Developing a voice and tone on social platforms helps a business become more on point and focused with their social engagement. the voice is the mission statement and the tone is the implementation of that mission. “Good People, Great Food” serves as PM Bistro’s brand slogan but it also embodies the essence of the bistro. They already do a good job of expressing this essence with their inviting posts. However, there is always room for improvement and this can be achieved by asking yourself these 5 questions and increasing the frequency of posts that exhibit PM Bistro’s tone. • If your brand was a person, what kind of personality would it have? • if your brand was a person, what’s their relationship to the consumer?
4. • Describe in adjectives what your personality is not • Are there any companies that have a similar personality to yours? • How do you want your consumers to think about your company? The objective here is to cultivate a voice that will delight your customers, which should in turn result in your customers being thrilled to spread the love about you. 4) posting strategy when developing your strategy of what, when, and how often you’re going to post, it is important to understand that so much of the social media experience revolves around your particular audience and market. you often times won’t know what works until you implement it and view the results. While it’s true that there’s no tried-and-true strategy That will work no matter the company or situation, there are certain guidelines that can be followed that will boost your social engagement: -What should you be posting? In today’s social media climate, it has been proven that visual content (primarily images) attract consumers like no other posting medium can. Statistics show that image posts get more views, clicks, reshares, and likes than any other post type on Facebook and twitter. on Facebook, photos get 53% more likes, 104% more comments, and 84% more click- throughs on links than text-based posts. this rings true on twitter as well with photos having the greatest effect on retweets, averaging a 35% boost in retweets.
5. This obviously works very well with PM Bistro because they are only on facebook, twitter, and instagram (which is obviously made to share images) and because they operate in a business that is conducive to sharing images. what better way to exemplify their essence of “Good people, Great food” than to post photos of images of their great food with inviting captions and the good people that patronize the Bistro enjoying their great food that will help entice social media onlookers to visit the bistro. Now that we’ve established image posts as PM Bistro’s primary source of posting, we can now look into developing a consistent strategy. one system that could be very effective is the 4:1 Post Sharing S t r a t e g y . T h i s System (Pictured t o t h e l e f t ) allows PM Bistro to establish a staple post that followers will expect and want from them (IMage Posts) while also g i v i n g t h e m a v e r s a t i l e y e t s i m p l e s y s t e m t h a t A l l o w s them to Hone and perfect their
6. posting pattern. This strategy can also be broken down according to social platform, allowing PM Bistro to compose a unique strategy for each platform individually and works to compliment their practices and culture. -When and How often Should you be posting? after deciding what to post, the next task is to figure out how often you should post and in what timeframe you should be posting. this can prove to be difficult, however, as you want to connect with followers without driving them away or annoying them and make sure that you’re posting at a time that they will be active online. many factors come into play when determining your sharing frequency, such as your industry, your reach, your resources, the quality of your posts, and which social media platform you are using. And figuring out when you should post will largely depend on your past experiences and understanding of your audience’s general social media using habits. Nevertheless, there are guidelines to developing a jumping off point of when and how often y o u s h o u l d post: Optimal Posting frequency 5x+ Per day 5-10X Per Week 1-2X Per day optimal posting times 1-3 PM Weekdays 1-4 PM and 2-5 PM Weekdays 5-6 PM Weekdays; 8 PM on mondays; 6 PM Sweetspot
7. 5) implementation and analysis After developing your strategy, the next natural step is to put it into action, look at your results, and make the necessary adjustments based on its success. nothing is definite when developing a social media marketing plan so your best bet is to follow guidelines, test out your strategy extensively, and see how it works. The more that you post, the more you’ll discover which content, timing, and frequency is right for you. finding this right fit can be done by utilizing a reporting tool and studying the analytics that they provide for you. For example, there is a automation app called Buffer that can show users a breakdown of how many views, clicks, shares, likes, and comments each post received. Learning how each post performed gives you an idea of what’s best for your business and allows you to experiment and adjust and find what the optimal posting strategy.
 analysis steps set benchmarks. implement sharing strategy in 2-week or 1 month intervals. check stats and find average # of clicks, shares, likes, and comments per post. averages become your benchmark moving forward run tests. try out new strategies based on initial benchmark Check stats. compare new findings to benchmark. Implement changes. make new changes to improve upon findings until you achieve desired results.
8. 6) Automation and engagement the final step is to develop a system that helps you stay on top of your posts and engage with your followers. this system can be achieved through the use of automated apps. automation is the secret weapon for consistently sharing quality posts, day after day. sharing quality posts is important but so too is engaging and interacting with those who view and appreciate your quality posts. delivering quality posts and engaging in positive communication with your followers are without a doubt 2 of the most essential components in a successful social media marketing plan and your best bet if you want to convert online followers to real-life customers. PM Bistro can s e a m l e s s l y accomplish this by using buffer, schedugram and mention. Buffer and Schedugram would handle the automation of their content sharing (buffer would handle F a c e b o o k a n d T w i t t e r w h i l e Schedugram will deal with Instagram), which allows you to create all the content and updates that you want to at one time and then schedule when these posts will be sent out by placing them into a queue. Mention compliments Buffer by sending you alerts every time your brand is mentioned online, allowing you to easily engage with your online Screenshot of Buffer’s content page
9. customer base. the utilization of these apps would cost PM Bistro very little out of pocket expense as well, with Buffer and Mention both being free apps and schedugram plans starting at $7 a month. Select Social Networks. PM Bistro has Already Done this, selecting Facebook, Twitter, and Instagram Conduct Social Media Audit. locate and document all PM Bistro social media profiles. delete profiles that you no longer use so that followers know which profiles to go to for accurate, up- to-date information about your brand. fill out profile completely. display consistency. make sure all 3 platform’s avatars and cover photos match one another and profile info is up-to-date, accurate, and complete. cultivate voice, tone, and identity. develop voice and tone that embodies and builds upon “Good People, great food” slogan. site URL Profile Name Followers Last activity facebook https:// www.facebook.com/ PMBistroLIVE?fref=ts PM Bistro live 1,235 april 29, 2014 facebook https:// www.facebook.com/ pmbistropa?fref=ts PM BIstro & LOUNGE 1,302 August 10, 2015 Instagram https://instagram.com/ pm_bistro/ @PM_Bistro 1,504 August 10, 2015 Twitter https://twitter.com/ pm_bistro @PM_Bistro 86 August 7, 2015 twitter https://twitter.com/ PMBistroLIVE @PMBIStrolive 192 April 29, 2014 summary and checklist
10. Answer these 5 questions about PM Bistro to help find an appropriate voice and tone • If your brand was a person, what kind of personality would it have? • if your brand was a person, what would their relationship to the consumer be? • Describe in adjectives what your personality is not • Are there any companies that have a similar personality to yours? • How do you want your consumers to think about your company? develop posting strategy. Determine what you should post, when you should post it, and how often you should post it. Post type: emphasize image posts that showcase visual embodiment of “Good people, Great Food” essence and to promote acts and events at bistro through the use of promotional flyers and action photos and videos of musical acts performing and events taking place. use other post types for variety, such as reshares of followers positively mentioning PM Bistro and posting pictures or videos of experiences at PM Bistro. Posting timeframes: will ultimately depend on audience and research but here are some general Guidelines for starting off:
 -Facebook (1-4 PM and 2-5 PM Weekdays); Instagram (5-6 PM Weekdays and 8 PM on Mondays with a sweetspot at 6 PM); Twitter (1-3 PM Weekdays) Posting frequency: statistics show this is Optimal frequency before engagement falls off
 -Facebook (5-10 times per week); Instagram (1-2 Times per week); Twitter (5 Times Per day)
11. implement strategy and analyze results. Test strategy for set amount of time (maybe 2 weeks or 1 month). compile report of clicks, shares, likes, and comments per post, calculate averages, and use averages as benchmark. Alter strategy based on initial benchmark numbers. compare results of altered strategy to original benchmark. continue process until you achieve desired results. automate strategy. Use Buffer, Schedugram, and mention to automate PM Bistro’s posting on facebook, instagram, and twitter and be notified whenever pm bistro is mentioned online.