The communicative power of the internet has essentially replaced many of the traditional tools, particularly in the world of traditional advertising in print and broadcast media.
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Properly designed online marketing and product distribution management strategy facilitates the success and sustainability in online marketing since it operates within stipulated business laws. This analytical treatise attempts to present an explicit social media marketing plan for the Subway Fast Food.
Objectives for Social Media Marketing
The main objective of this digital marketing plan is to attract the younger customers’ market through the Subway’s website and a twitter fun page in order to increase the customer traffic in its stores. The objective aims at packaging the fast food company as a favourite of the younger customers who frequent social media and actually share a common communication culture.
Apparently, this segment forms the largest bracket of those who visit Subway stores (DeLong, 2012). The use of social media to attract this market segment is achievable since the target market frequents social media as a site for interaction and purchase of different products (Stokes, 2011).
Customer retention and loyalty building
Properly modified website and the twitter fun page will reassure the customers on the quality of the sandwiches served at the Subway stores. Through massive recruitment of Subway funs in the twitter page, the company will not only benefit from an increased traffic of online compliments, but also record high rates of customer loyalty as most customers are influenced by reactions from other clients.
Customer retention strategy is meant to position the company as a market leader in terms of customer satisfaction tracking and response. This will be achieved through optimisation of the Subways website’s search engine and improving on the visibility of its twitter fun page (Farris, Bendle, Pfeifer and Rebstein, 2010).
Online Value Proposition (OVP)
In order to increase credibility and maintain professionalism, the Subway’s website and the proposed twitter fun page channels will encompass processes and features that flawlessly facilitate a healthy lifetime relationship between a business and its client.
Among the new development elements that will be incorporated in the twitter fun page will include trust, reliability, distribution, fair retribution process, and passing accurate information to target audience to restore confidence (Farris et al. 2010).
Content engagement strategy
Search Engine Optimisation (SEO)
Search engine optimisation for the Subway’s website can be achieved through installing plugins that possess extra features like page navigation, thumbnail and customized page numbers. Specifically, this proposed system in Google will consist of a multi tab page that will serve different areas and services to online customers. The main categories are eatery menu, e-newspaper/magazines and brochures for the related different sandwiches served at the Subway restaurant (Stokes, 2011).
When implementing SEO in the Google, it is necessary to revise the algorithms constantly for the search result for the Subway website to remain at the top. This can be achieved through revising the content to ensure that all the information in the website pertains directly to the needs of potential clients.
Thus, constant blogging on the website and recruiting other independent bloggers to blog about the website will give the Subway website a competitive advantage in marketing its products. Beside each item, the price, quantity, and availability are posted at the bottom left page (Farris et al. 2010).
Twitter fun page promotion
Social media, especially Twitter has gained popularity among potential customers of the Subway restaurant who uses this site as interaction modules to share food culture and exchange ideas. The tweeter is an ideal tool for branding and community following building for the Subway restaurant (Subway, 2013). This will allow people to interact and let users to add content to align to different orientations of group products.
There are three perspectives which will help in understanding the impact of the twitter fun page. It will help the company to reach their customers by skipping or bypassing the traditional gatekeepers, such as written magazine publishers, and placing them online so that customers can get them directly (Stokes, 2011).
Content design examples
The use of the Subway’s website and Tweeter can be promoted by building an interest, location and need based initiative. Through likes and tweets, the customer base for the company will expand substantially over a short period of time. Social media focuses on e-marketing which involves building friendly partnership and working relationship with a market segment without necessarily having physical contact with it.
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Secondly, the current bomb internet channels of reaching the consumers should be tailored to encompass processes and features that flawlessly facilitate a healthy and a lifetime relationship between the business and its clients. The success of e-marketing is deeply entrenched in the principle of keeping reliable and professional reputation in exchanging ideas and convincing customers in online selling (Stokes, 2011).
Use Twitter page insights
It is necessary to determine the online behaviour of the target market before selecting the best channel for internet marketing to minimize the issue of changed consumer preference. Essentially, success of brand and product management depends on a proper alignment of a functional idea into the creation of flexible, involuntary, and quantifiable measurement of perception among the target audience.
Thus, the Subway Company will be in a position to track the engagement ratios on its twitter fan page and classify different contents according to the level of engagement recorded (Stokes, 2011).
Use Google analytics
The Subway Company may use the online traffic results to draw a growth calendar for the social media marketing strategies after every six months to fast track the initial objectives against the realities of market swings. Besides, the company may be in a position to locate the regions with the highest and the lowest traffic in order to improve its social media marketing strategy.
In addition, the company may be in a position to accurately determine the average duration of access to these sites in order to track the success of its social media marketing channels (Farris et al. 2010).
DeLong, K 2012, Zagat 2012 fast-food survey: Subway is most popular, https://fox6now.com/2012/10/04/zagat-2012-fast-food-survey-subway-is-most-popular/
Farris, P., Bendle, N., Pfeifer, P., & Rebstein, D 2010, Marketing metrics: The definitive guide to measuring marketing performance, FT Press, Alabama.
Stokes, R 2011, eMarketing: The essential guide to digital marketing, Quirk eMarketing (Pty) Ltd, London.
Subway 2013, About us, https://www.subway.com/en-gb/aboutus/