Sunday, 11 December 2016
Sunday, 13 November 2016
Friday, 11 November 2016
Blog Post #5 –Content Marketing idea for one of your brands (Xihao Chen)
#5 Content Marketing idea
Sub: Personal Plan for Subway
Written by: Xihao Chen
If I am a member of
#Subway’s marketing department:
·
First of all, I
will plan to focus mainly on technology development and digital strategy
because #Subway not only benefits from a large social media audience but
has very high engagement across these channels.
·
Secondly, I will
also plan to focus on the advertising on traditional channels. Because the
promotion on social media only affects the younger generation. The company
needs to attract more potential customers from different age groups.
Ø 100% love sandwich
Ø No limit in gender
Ø 18< Age < 38
Ø Has a big stomach
Ø Perseverance and Strong enough
The game will be
held in a big place like #Time Square or #Air Canada Center. #The
Olympic Games just ended in few months, but people’s passion still there.
So this is a good time to hold a game to rouse the passion again. And I plan to
invite a popular #Olympic Games winner to motivate the audience. On that
day, we can do some promotions such as “Tag 3 friends and #Subway on three
different social media platform, then you can get a free sandwich.” I think
that will bring a lot of people to the scene. One the other hand, this event
will create a big news on TV, newspaper or radio, to let more people know
#Subway.
·
To sum up, I
recommend to promote this event on social media more before game starts, so
people are aware and can find out more information. And I hope this plan will
bring more benefits to the company.
“This is a student-concept for a Sheridan Pilon School of Business
Digital Marketing Course”.
Blog Post #5 –Content Marketing idea for one of your brands (Zhenming He)
With the great development of the society,
nowadays, the marketing education for consumers about the fast food has already
fulfilled by some well-known fast food restaurants like Mc Donald, and the
advantages of the American-style fast food which is clean and convenient has
already deeply impressed the mass, and the Burger King is a great brand to
create the campaign for, for on the one hand, the advantage of the unique
producing technique of the Burger King, that is the baking way, is still
unfamiliar to people, and on the other hand, the personality of the DIY burger
is also urgent to be promoted. This campaign aims at the Chinese market, thus,
the connotation of the hundred-year-history Burger King should be combined with
the feature of the Chinese market and try to shape the even vivid brand image.
There are actually three step of the goals: as
the short-term goal, the popularity of the Burger King should be expanded, that
means, to have consumers know and try the Burger King at the minimal time so as
to accumulate customers subsequently; as the mid-term goal, the unique USP of
the product should be reinforced to have customers like the Burger King; and as
the long-term-goal, the reputation of the brand should be improved, the
enterprise image should be delivered so as to fulfill the sublimation of the
consumers to the Burger King from the convincing to relying. The campaign can
be launched at any time, but it will be much better if started at festivals
through BBS or SNS by videos or other tools. And I am sure those white collars
who are busy in working and hard in cooking, and especially males who are aged between
20 to 40 will be greatly attracted by the Burger King.
Thursday, 10 November 2016
Blog Post #4 –Fan Pages, influencers, inbound links for brands (Xihao Chen)
#4 Popeyes Vs Subway
Sub: Fan Pages and inbond links for them
Written by: Xihao Chen
The pictures above shows the top 3
hashtags related to #Popeyes and top
4 hashtags related to
#Subwaysanwich. First of all, the
popularity of them is pretty high for each brand, which means
users frequently reach these
keywords. Secondly, each hashtag of them shows a rising
trend. That reflects more and more
people would know the related hashtags of
#Popeyes and
#Subwaysandwich. That is a good trend
for brand’s popularity. Finally, if we move the sight to
weekly trend, we can see it was
downtrend on #Popeyes’s table. In a
sense, the demand of
researching keyword #Popeyes is less than #Subwaysandwich.
https://www.instagram.com/explore/tags/popeyes/?hl=en https://www.instagram.com/explore/tags/subway/?hl=en
These
are keyword results about #Popeyes
and #Subway on #Instagram. From these hashtag pages, we can find many interesting
pictures and videos that are related to these two keywords. And fans or
customers can share their feelings or suggestions about the brand through
comments. By doing so, we can know different groups of people’s opinions that
make us know the brand in-depth.
These
screen captures show the related hashtags which from different social media.
Some of the authors are real fans of each brand. If fans bought the product
from #Popeyes or #Subway, they would like to hashtag the
name of the brand. Then another user would know it and share the information
with more people. This method is called word-of-mouth marketing. Comparing #Popeyes with #Subway, #Popeyes has
fewer posts than #Subway. In
conclusion, #Subway has the
strongest Page Link Metrics and word-of-mouth marketing.
Blog Post #4 –Fan Pages, influencers, inbound links for both brands (Zhenming He)
This
is an analysis table for Burger King and Five Guys base on their fans pages
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Burger King
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Five Guys
|
|
Fan
pages
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Trying
to catch fans’ eyeballs by the strong effect of the sight contrast of the
pictures, so as to strengthen the awareness of the netizens to the Burger
King brand. Besides, the second page is using the well-known story about the
Tom and Jimmy to appeal other Internet users, and such way makes the Burger
King more vivid and interesting.
|
 
These
are comprised of the menu and the list of the five guys so as to have fans
been familiar with it and can quickly generate the empathy. The marks vividly
describe the products Five Guys are managing, and the outline is simple and
clean and makes people comfortable.
|
|
influencers
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Such fan page has 528 Likes and 366 influencers
which are much higher than other fan pages.
Followers: 1.43M
Avg # of comments: 22
# of Retweets: 230
|
This fan page has higher Likes and influencers
than others, and this page provided a good review about Five Guys’ customize
burger and order, it’s a good promotion.
Followers: 69,5K\
Avg# of comments: 2
# of Retweets: 12
|
|
Inbound
links
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1.
www.bkchina.cn this is the
official site of the Burger King, which clearly introduces its history,
products and the management status including different kinds of numbers,
structure and operations, franchises and so on.
2.
Yahoo! Burger King Corporation Company Profile@ Yahoo!
Finance
This
link mainly discusses about the management profile of the Burger King,
including its cost, profit and so on.
3.
Burger King Corporation Company Profile@ Hoovers.com
this link usually discusses something about the Burger King in social life aspect,
for example, the new products developed, the new promotion activities and so
on.
|
1.
Fiveguys.com. this is the official link of the Five
Guys introducing its history, products, structure and operations, franchises
and international operations and so on.
2.
http://www.fiveguys.com. This site mainly introduces
the products and the service and the advertising of the Five Guys, and also
the mobile phone ordering app
this
link is based on the site of the Five Guys’ site in UK, about its management
situation in UK, and its future development.
|
Wednesday, 9 November 2016
Blog Post#3 - Popeyes Vs Subway on Youtube (Xihao Chen)
#3 Popeyes Vs Subway
Sub: Performance on Youtube
Written by: Xihao Chen
On
#Popeyes Louisiana Kitchen YouTube
Channel, there are:
·
2,218 subscribers
·
it
posted 29 videos
·
the
total views of a video are almost 94,300.
They
post the new video once or twice a year. They did not use 50/50 rule in their
videos. The last 5-10 videos’ content includes commercials, celebrity spots,
news or industry related event. In the description area, the content is
included links to other sites, category, license and details of this video.
This
video has 18,203 views and 23 likes, which is the most successful
one among the last ten videos. It is a TV program called #Undercover Boss. This is a kind of reality show that is about
finding celebrities and let them work in some restaurant. This is a good way to
show customers the environment in the kitchen and how they produce food. On the
other hand, it can use celebrity effect to promote themselves.
The
data show that #Subway Restaurant
YouTube Channel has:
·
11,987 subscribers
·
85 videos
·
got
9,464,769 views in total
That
is unbelievable and bravo. The timeline reflects that they post 8-10 videos
every year. Even that, the average of views is close to 110,000. Most of the videos are about commercials and industry
related event. In the description area, the content is included links to other
sites, category, and details of this video.
This
is the most popular commercial among recent videos. The slogan is #SearchForBetter. It has 234,109 views, and almost 1,500 likes. People like this
commercial because of the new sandwich attracts their eyes. Imagine that, a big
sandwich with fresh vegetable, cheese, juicy turkey meat and special sauce. Who
can resist the temptation of it? For some reason, the comment option is not
available for this video. Whatever, it is a successful video on #YouTube.
Blog Post #3 – Burger King Vs Five Guys on YouTube (Zhenming He)
This
is an analysis table for Burger King and Five Guys base on their last 5-10
posts on YouTube.
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Burger King
|
Five Guys
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How
often does each brand post a new video?
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Burger King posted 10 videos in last
year
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Five Guys posted 21 videos I year
before and 1 playlist
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What
kind of video content does each brand post?
|
Burger King posted their new product:
Cheetos Chicken Fries, McWhopper which cooperated with McDonalds on World
Peace Day and about World Literacy Month
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2015 Five Guys Games, challenger
introduction, game roles introduction
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|
what
kind of content is included?
|
It is the official Burger King YouTube
channel, they have links to their home page, Facebook, Twitter and Google+
|
Five Guys descript their burgers, hot
dogs and Fries in the YouTube channel. There also has a link to their
homepage.
|
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Most
successful recent videos
|
This video has the most views and likes
in all 10 videos.
 |
This video has the most views and
likes….
 |
|
Why
do I think these two videos were so successful?
|
This video provided their new product:
McWhopper by cartoon. The information in video is easy to understand. This is
not just a promotion ad but also a promotion for World Peace Day.
|
This video introduce their 8
competitors in Five Guys Game 2015…
|
|
Quantifiable
data
|
·
# of videos: 10
·
# of views: 5,727,925 views
·
# of
subscribers: 46,652 subscribers
·
# of links to
other social sites: 4
|
·
# of videos: 21
·
# of views: 4251
views
·
# of
subscribers: 33
·
# of links to
other social sites: 1
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Tuesday, 8 November 2016
Blog Post#2 - Popeyes Vs Subway on Twitter (Xihao Chen)
#2 Popeyes Vs Subway
Sub: Battle on Twitter
Written by: Xihao Chen
Comparing
the number of followers on #Facebook,
#Popeyes has not many of it on #Twitter.
The reason is that many people like fast food, but most of them prefer to
choose healthier food in their life. Fried chicken is delicious, but not for
every day.
#Popeyes have 20,215 tweets on its page. It posts tweet once a week or two weeks.
Most of them are about promotional events, coupons and some images of new
products. It did not use 50/50 rule wisely on #Twitter. The most successful one
among the last tweets is
#NationalLoveNoteDay. It has:
·
129 shares
·
143 likes
·
122 comments.
Although it has not too many responses, this tweet is still a well-done
one. As the tweet posts, “Rose are red. Violets are blue. If #Popeyes chicken asked me to marry it,
I’d say ‘I do.’” This tweet is posted
on the date of #National Love Note Day.
That is an excellent event promotion. The slogan sounds like a poem, and it is
interesting to read. That is a brilliant advertisement because people can get
the information from this promotional tweet without any commercial words. And
it can arouse some potential customer’s interest to try its food.
#Subway has 2,406,224 followers on
#Twitter. It posts tweet thrice a week, and the content is about
promotions, discounts, industry related event and responding to customers. And
it uses 50/50 rule in most of them.
This
tweet is a successful one among the last 25 tweets on #Subway’s official page. It has
·
1,500 likes
·
198 shares
·
300 comments
It called #The Autumn Carved
Turkey Sandwich. It is successful because many people lost their appetite
in the summer period, it is a good time to let people try some delicious food
like a new sandwich.
Blog Post #2 – Burger King Vs Five Guys on Twitter (Zhenming He)
This is an analysis table for Burger King and Five Guys base
on their last 25 posts on Twitter.
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Burger King
|
Five Guys
|
|
How
often does each brand tweet?
|
Average 2 tweets every day.
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Average 1 tweet per day but response
followers a lot.
|
|
What
kind of content does each brand tweet about
|
In the last 25 tweets, they post 6
gifs, 2 pictures and other 17 tweets are talking about there product
|
In the last 25 tweets, Five Guys reply
and forward their followers a lot. They posted 5 new stores location, 3
Friday Fanatics, 14 customers’ feedbacks and 3 pictures about their product.
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Does
each brand use the 50/50 rule?
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Yes, Burger King tweets both their
products and jokes.
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Yes, Five Guys tweets both products and
customer experience.
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keyword
sentences
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Onion rings. Chicken Fries. Bacon King.
Bacon. Whopper.
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Five Guys Friday Fanatic. Fries. Home
to the newest.
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Most
successful recent tweets?
|
 |
 |
|
Why
do I think these two posts were so successful?
|
This tweet has 528 Likes and 366
Retweets are much higher then other tweets.
|
This tweet has higher Likes and
Retweets then others, and this tweet provided a good photo about Five Guys’ customize
burger, it’s a good promotion.
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Quantifiable
data
|
·
Followers: 1.43M
·
Avg # of
comments: 22
·
# of Retweets:
230
|
·
Followers: 69,5K
·
Avg # of
comments: 2
·
# of Retweets: 12
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