Social Media Marketing Plan for Ho Toy Restaurant

Social Media Marketing Plan for Ho Toy Luau Restaurant 2012
Using Hootsuite to manage multiple social media tools

Video Project

http://www.youtube.com/watch?v=Hyks2-hqFpw&list=HL1350411076&feature=mh_lolz

Chevy Monitor 2

From this week’s brand monitor, I got a better look of Chevrolet’s social media marketing. There are things we can learn from them and there are things they need to improve.

    First of all, Chevrolet did a very successful job investing in the movie “Transformers”. The movie “Transformers” was on July 2007.  

The searching point had been up to 92 and lasting for a whole month. You can really tell the difference the movie made, and the same thing happened in 2009. I remembered the first time I knew about Chevrolet was I watched the movie. For people already knew Chevrolet, they would take a different look at it. Every time the new “Transformers” came out, it always caused a buzz for Chevrolet. 

    Chevrolet has their Facebook page, twitter, YouTube channel, Flickr, and something else. Chevy has some major social media platforms for its customers. Chevrolet has already tapped its groundswell. In my opinion, Chevrolet is not using them well.

    First, there are not enough efforts that they should put into these social media metrics. The statistics from Samepoint.com says that the total social mentions are 4890.

  They did build a twitter page. But they only posted three tweets within one week. Obviously for a big company like Chevrolet, that was not enough.

  On their Facebook page, you can barely here a voice from Chevrolet. The executive from Chevrolet didn’t give too much attention to its groundswell. However the customers are quite passionate about Chevrolet. They are using Chevrolet Facebook page as a platform to share their stories with other people. People inside Chevrolet gave some respond once a while but not that often. There are negative responds on the page, but nobody took care of it. The customers’ voices have to be heard. That is one of reasons to have social media platforms. Chevrolet needs to have someone particular to be there and listen to the groundswell. If they have any complains and problems, make sure they are taken care of instead of being ignored. It is a large amount work taking care of the groundswell’s complain. But they should do it step by step and solve problems one by one. One happy customer will go out tell his/her friends about the happy experience he/she had at Chevrolet.

Good Example

Good Example

Bad Example

    Chevy should rely to negative comments as soon as possible in order to make the customers feel they will be heard. 

   Second, comparing Chevrolet with Ford, another famous American auto brand, Chevrolet is appealing less attention than Ford. On the search list, Ford has 100 points attention and Chevy only has 50. 

From the map we can see, Chevy only has a large market in North and South America. Basically, they gave up a larger market in Asian area. 

The groundswell can help them get into the Asian market if they use it well. There are a group of international students studying here in America. When they go back there country, they will recommend their friends to buy Chevrolet if Chevrolet pays more attention to them in U.S. From the book, the author told the reader to let go of groundswell, and let it do its work. If Chevrolet can catch those groups of people and make the best of it, they can expand the market in other countries too.

    Third, Chevrolet has to maintain its social media network. From the statistics on socialmention.com, we can see the numbers of last month and now. 

now

last month

Comparing all these numbers, Chevrolet did better last month. It is hard to enhance all the numbers, but at least Chevy should maintain it. Customers won't stick around and wait for you. If you don't draw much attention, they will lose interests of your brand. Just like it in the book, after you did all the tapping, energizing, and embracing your groundswell, you have to attain social maturity. 

 

Chevrolet brand monitor #1

    The brand I picked is Chevrolet. The reasons I chose Chevrolet is that it is an American brand, so that I can learn the American advertisement strategies from that. It has a long history and still is a very popular brand in America and other countries. 

    Chevy caught my eyes for the first time is the Bumblebee in the movie Transformers. I had a great first impression about Bumblebee because it has a cool looking and amazing characteristics. Everyone wants a car like that.

     I found at Addictomatic.com that Chevrolet Camaro 2012 new model was exhibited on the 2011 Chicago Auto Show. Now the information and photos about ZL1 are on their official website.

    Someone mentioned on Twitter that "Who doesn't want to get their hands on one of these #Camaros!?!!" 

         Isn't it amazing?! However some people like it, some don't. 

Look some people's comments:

     Chevrolet has its own Facebook page and twitter. One of the Chevy fan said on twitter: 

    Not only Camaro, other models are catching people's eyes too. At the Super Bowl, one of the best commercials are Chevy Sonic. 

video: http://www.chevrolet.com/culture/article/superbowl-2012-sonic/

    I am going to focus on the news about Chevrolet gas saving. One of the shortage of American cars is that they don't save on gas. But American cars are safer than Japanese cars. If Chevrolet can combine the safety and saving gas together, they will expand the market easily. 

42 MPG HWY

Global Marketing & Advertising Final Presentation

Global Marketing&Advertising Final Presentation

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Final Presentation

Final Presentation

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Brand Monitor: Goals and Recommendations

   From this month’s brand monitor, I got a better look of Chevrolet’s social media marketing. There are things we can learn from them and there are things they need to improve. For a company has been in the market for a century, Chevrolet has done a wonderful job on social media marketing. It abandoned the traditional methods and adopted new methods and technology. There is still space for improvement.

    There are three goals for Chevrolet in order to improve itself. First, Chevrolet should maintain the American market by energizing and embracing the groundswell. Even though the book “Groundswell” mentioned that companies should let go of groundswell, Chevrolet should not completely let go. Letting go does not mean no any care or responds. Chevrolet did a great job on tapping into customers’ enthusiasm with ratings and reviews and creating a community to energize its customers. However, it does not participate in and energize online communities of its brand. Chevy should get more involved with its groundswell, and make the groundswell feel that they are not alone and their voice could be heard. Chevrolet should check the social technographics profile of its customers and find out what its customers’ problems are. Free information is provided online, and Chevrolet can make the best of it. After finding out what the problems are, they should do some adjustments on their products or services.

    Second, Chevrolet should be more competitive and enthusiastic. No matter for its customers or its competitors, Chevy did not show its enthusiasm enough. Like it is said in the book “Groundswell”: “A community is like a marriage; it requires constant adjustment to grow and become more rewarding.” If Chevrolet does not show its support and care to its customers, the customers will complain about that Chevy ignores them. Sooner or later, they will leave Chevy. Chevrolet has to be more competitive than before. Being better than other competitors is another way to gain customers. Chevy has to be more active on the Internet activities than other companies in order to appeal public’s attention. People can only see the best, so Chevy should do the best to be seen.

    Chevy should connect the groundswell with the company itself and make the groundswell spread to other countries. It would have strong impact if Chevrolet involves their executives in their social media marketing plan. Having executives involved in the marketing plan is more persuasive and it can drive innovative marketing to another level. It would be better to take small steps that have big impact at first in case the big projects cost more money and have risks that it might not work.  It will be necessary to build websites and Facebook pages in other target countries in their languages. It has to tap, energize and embrace the groundswell all over again to gain customers in other countries. Then the expanded groundswell will bring benefit back to the company. They will raise the sales and make Chevrolet well known.