Vavra
Vincent
Wangerin
Wyatt
You

Executive Summary


MyTable online restaurant reservation

Facebook status quo


· 258 Likes

· Facebook Stream: Updates about newly available Restaurants

· Promotion until 16th of April

o Tag yourself on a picture and get the chance to win a 250CHF voucher

· Basic App for reservations

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· On their website basic link to Facebook page


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Comparison Opentable Facebook


· Interviews (videos) with chefs about different cooking

· Connection to the Opentable blog

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· Polls


Twitter


The principal of Twitter strategy: is to make it cool and practical.

The current Twitter account is really poor: they have no tweet. But they have a profile photo. They do not have a bio, they tweet too little. They have 21 followers and 0 following. The twitter account is inactive and there is almost everything to build.

1. Development of the network of the followers

If they do not follow anybody, nobody is going to follow them. Currently they have 21 followers but it is not relevant. They have to identify the interesting accounts, the hash tags that talk about the same field, the competition (Open table etc.), the analysis, the media etc. They have to have an idea of their followers as they are a service. They will be more effective on their tweets and they will not waste energy. They can use services like WeFollow in order to identify sectors and people to address their messages.

2. Development of attracting conversations

They should be in contact with their customers and Twitter is the ideal place to be close with them, to personalize conversations. But they should be careful and not reproduce what they do on Facebook. They can make conversations, ask questions, answer questions, make survey etc. For instance, they can ask if they like the website, they can make vote for meals in restaurants, they can rank restaurants by specialty etc. But also they can add information less “official” i.e. not in direct relation with the reservation but like culinary prize…because Twitter is the good mean to do it.

3. Following what it is said

After communicating on their activities, they should know what it is said on the activity. They will know what it is said about them and they can see the bad comments because people express their opinion.

What its competitor do on Twitter


Opentable

1. The customers make recommendations about the its website. For example: why there is a searching bar? It is not convenient. Then Opentable make responds

2. The publish the trend of reservations on Twitter

3. Interaction like votes on which meal to try a new restaurant

4. Personal conservation with consumers and restaurants, like “Thanks”&”You are welcome” ---make searching and interaction on Opentable a cool thing.


Facebook campaign without budget


Instant Modifications

· Don’t show a demo version of the booking system

o Develop quickly a facebook app!

§ Multiple languages

§ Catogory of locations, price, type of food

o Delete it


· Increase link from website to facebook page

o Don’t use just standard buttons

o external image clip_image004.gif

o Show the current promotions

· Improve facebook page, make it more convenient

o Show the slogan

o More interaction with users and restaurants

§ Suggest Restaurants with pictures

§ Use Facebook polls

§ On fan’s birthday offer a small cuopon for a free dessert(birthdaycake) paid by the restaurants

§ Restaurants can post promote special offer or events on the mytable fb page


Proposed solution with Budget (5000 CHF)

This planned budged would be implemented in conjunction with the engagement campaign on Facebook. The promotion below will be featured on the MyTable website and will highlight the social media campaign. Our paid campaign will be a combination of Facebook Ads and a paid promotion on Facebook in which fans can earn a monthly prize for coupons to participating restaurants. $2500 will be spent each on the promotion and Facebook Ads about the promotion. The campaign will last 5 months.

For the promotion, fans will have to go to a restaurant and take (4) pictures of the exterior entrance, reception, bar, and interior tables then upload them to the wall with the restaurant’s name in the description of the photo. Each day the list of total restaurants will be updated to indicate which have already been submitted for the contest. The fan with the highest # of unique restaurants at the end of each month will receive a(5) $100 voucher to be used at 5 restaurants of their choice. As part of this promotion, MyTable will partner with local restaurants to provide a discounted voucher where MyTable will pay for 25-75% of the coupon. Depending on negotiations with the restaurants, any remaining funds will be used to prolong or increase the monthly budget for the Facebook ad campaign.

The Facebook ads will be targeted at the following Facebook demographic: Swiss, age 18-64, and fans interested in “restaurant, fine dining, fine dining wine, cuisine, and “” Cuisine (Mexican, Italian, Japanese, Peruvian, Indian, Thai, Philippine)”. This campaign would reach 106,860 people and the recommended bid for each click would be $1.90 and with a $500/month ad budget, would bring in 263clicks/month.

This campaign will appeal to cuisine lovers and give them the opportunity for 'urbanistic adventure' while seeking out new restaurants. This promotion serves the dual purpose of building the database for our iPhone app by providing pictures for the database as well as cataloguing the restaurants.




Facebook



Instant Modifications
· Don’t show a demo version of the booking system
o Develop quickly a facebook app!
§ Multiple languages
§ Catogory of locations, price, type of food
o Delete it
· Increase link from website to facebook page
o Don’t use just standard buttons
o external image clip_image004.gif
o Show the current promotions
· Improve facebook page, make it more convenient
o Show the slogan
o More interaction with users and restaurants
§ Suggest Restaurants with pictures
§ Use Facebook polls
§ On fan’s birthday offer a small cuopon for a free dessert(birthdaycake) paid by the restaurants
§ Restaurants can post promote special offer or events on the mytable fb page