Miñón Bolívar
Sharma
Vulavala
Tanguy Bordaz







Executive Summary

MyTable has a pretty good website, a Facebook page, a Twitter account, iPhone and Android apps and even a YouTube channel. The main issue is that none of these channels have decent amount of traffic or a good user base that MyTable can use to increase the business. Their Facebook page has a little over 250 fans/likes; the Twitter account has only 23 followers and their YouTube channel only had a little over 400 views with 8 videos.

As stated above, the main issue for MyTable here is that they do not have a good base registered users/followers or fans to increase the business. Although MyTable needs to increase the user base on all the above-mentioned platforms, this report/presentation only concentrates on how to increase the fan base on their Facebook page.

The main issue we found with the MyTable usage of the Internet and the social media platforms or sharing tools is that they have a diverse presence, each completely independent of the other. Their twitter account does not link to the Facebook page and vice-versa. It gets even worse; they do not have a single tweet even though they have 23 followers. This report details a campaign that MyTable can use to better link these platforms and use it to increase the Facebook fan base.

We recommend MyTable implement the “Free or Discounted Dinner on Your Birthday/Anniversary” campaign as described in the presentation. The campaign is simple – MyTable offers free or discount deals for users who like MyTable on Facebook.

Small Print: MyTable will provide a free dinner per day, chosen from the list of birthdays on a given day. MyTable will inform the other users from the list about the best deals in their current location. Apart from the regular discounts, MyTable will negotiate deals with the restaurants for this campaign and will offer these special discounts to the rest of the users on their birthday.

To spread this campaign, we recommend MyTable update its Facebook page with the details of the campaign and update the current fans. MyTable needs to start Tweeting and also needs to integrate its Twitter and Facebook pages so that the campaigns and discounts can be easily communicated. We also recommend MyTable use the Facebook connect API to allow the users to login using their Facebook account on its website and provide an option to send dinner invites directly while reserving via Facebook, again spreading the word and increasing the visibility. MyTable also needs to use the “Like” button more, on their website and in the reservation screens on the website and the mobile applications. People are mostly logged into their Facebook most of the times and placing the “Like” button on all the pages on the website will increase the chances of registering the “Like’s”. Users with a Facebook application on the mobile are always logged in, hence a “Like” button during the reservation process would be convenient for the user to just click and indicate their “Like(s)”.

Details of the campaign and how to effectively implement it will be described during the presentation.







I - Product understanding

  • What is MyTable?
It is a web company that helps customer to get information and book a restaurant. It provides to restaurants software to manage reservations.
Information it provides on the restaurant are contact, cost, kind of food, equipment, special offers; users reviews; photos and Google map localization.

  • What is the company market?
MyTable operates in Switzerland, it’s primary market. It also offers to its users to book restaurant in big European cities.

  • What is the technology they use? Where are they present?
MyTable operates through its webpage MyTable.com, and also has a mobile application for iPhone and Android.
In addition to those two tools it is present in Facebook (but have few followers) and twitter (but not active), and has some video on YouTube.
Mainly advertising video on how the product works (but few views).

  • What is the challenge of the company?
Create a user community. that rate and review and discuss about restaurants.

  • Questions that involves:
o What should offer MyTable to its user to make them follow actively the website?
o deals in restaurants: free items, punctual and special discounts, events MyTable
o accurate directory and reviews from user community (e.g: cityox.com, qype, TripAdvisor)


II – Competition analysis


a - Swiss Market competition

Google keywords: restaurant + city name / book restaurant + city name

Restaurant directory

Official City directory, e.g :

General city directory

Trip review


b – International competition

google keywords: restaurant + reservation
  1. Facebook : 4003 fans
  2. Twitter : 1866 tweets, 1850 followers
  1. Facebook : 60000 monthly users
  2. Twitter : 1738 tweets, 14061 followers
  • http://www.opentable.com/ primary market: USA, international market (well developed): London / Berlin.There is no Facebook link on their web.
  1. Facebook : 36623 likes
  2. Twitter : San Fransisco : 19339 followers, New York : 1187 followers, Los Angles : 409 followers, Chicago : 1277 followers, Atlanta : 1246 Followers
  1. Facebook : 8884 likes
  2. Twitter : 4604 tweets, 10795 followers
  • Big European cities competition
    • London
    • Berlin
    • Vienna


I - Product understanding

· What is Mytable?
It is a web company that helps customer to get information and book a restaurant. It provides to restaurants software to manage reservations.
Information it provides on the restaurant are contact, cost, kind of food, equipment, special offers; users reviews; photos and Google map localization.
· What is the company market?
Mytable operates in Switzerland, it’s primary market. It also offers to its users to book restaurant in big European cities.
· What is the technology they use? Where are they present?
Mytable operates through its webpage Mytable.com, and also has a mobile application for Iphone and Android. In addition to those two tools it is present in facebook (but have few followers) and twitter (but not active), and has some video on youtube. Mainly advertising video on how the product works (but few views).
· What is the challenge of the company?
Create a user community. that rate and review and discuss about restaurants.
Questions that involves:
o What should offer Mytable to its user to make them follow actively the website?
o deals in restaurants: free items, punctual and special discounts, events Mytable
o accurate directory and reviews from user community (e.g: cityox.com, qype, tripadvisor)

After analyzing our main international competitors we found that our main direct competitors are itaste and TopTable as we not only cater to the same markets but use the same marketing tools as well. They have a larger fan base both on Facebook and Twitter and therefore have a strong presence. Compared to Facebook our competitors are more active on Twitter so in order to increase our fan base we should launch our marketing campaign on Twitter as well.
.
Marketing Campaign “LikeMyTable”

MyTable currently has 259 fans on Facebook and 23 followers on tweeter. Even though they have the tools, they are not effective in using them. A strategy is required in order to increase our fan community on Facebook. We have come out with several ideas for a campaign:

Birthday Campaign:

pic_my_table.png

Condition applied => One lucky winner per day!

  • The main purpose of this campaign is to create a recall in the minds of existing fans to increase the fan base by spreading worth of mouth.
  • In order to participate in this campaign, people will have to join our Facebook page first.
  • To promote this campaign called “LikeMyTable” a video will be submitted through Facebook, you tube and twitter.

Twitter:
  • Even though MyTable is present on Twitter, not a single tweet has been emitted yet.


twitter_pic.png

  • More number of people have tweets activated on their smartphone, as compared to Facebook feeds. We recommend that they began to implement this tool with “LikeMyTable” Campaign. Through Twitter we will get users attracted to the brand.
  • We believe that the connection between twitter and Facebook will increment considerably our number of fans in our Facebook page rapidly.

SEO:


On Page SEO: We have notice when detecting keywords on MyTable Facebook page, that the information provided is more than satisfactory.
  • Title: Restaurant guide with unbiased reviews and online reservations

  • Description: "Use MyTable to find the best restaurants in Europe, read user reviews, view menus and make free online reservations."

  • Keywords: "Restaurant, restaurant directory, restaurant guide, MyTable, restaurant reservation, book a table, online reservation, restaurant location, user reviews, iPhone app, Android app"Off

Off Page Optimization:


Restaurants Page links back to MyTaoff_page_pic.pngble Reservation.

Our goal is to become a community with the best Restaurants in Europe.

Also Link with pages such as:

  • Wikipedia.
  • Different cuisine Restaurants.





  • Linking the video “LoveMyTable” campaign with our Facebook and Twitter page

This way we will get our fans awareness. Once they start enjoying this benefit, they will spread the notice to their friends, which are our “potential fans”.

Tagging:
  • Also upload the “LikeMyTable” Video Campaign in YouTube:
  • Tags=> my table, restaurant reservation, birthday contest, free meal, favorite restaurant, restaurant guide, book a table, online reservations, iPhone app, Android app


Other Suggestions :

Our main objective is to be the first option or second one, Google offer to users when they search for this keywords.
  • Create Facebook pages in all languages of the market they are catering to.
  • On the main website page of MyTable, one needs to sign up or login to access the information and therefore make a reservations. So what we suggest is that they can also enable the viewer or the potential customer to log in through their Facebook account which would save their precious time from registering themselves all again and make another account and after login through that we can put up the like sign on the top (clearly visible on the monitor screen without a scroll) which would help spread a positive word of mouth and ultimately lead to a larger fan base.


Facebook related Links:
http://developers.facebook.com/blog/post/108/ (Facebook Connect API tool)



Future Expectations:

  • In the long term, we will provide personal recommendations to our fans according to their profile on Facebook.