Project: Social Media Strategy

Students Name: Kiyoung Yang 24261

Yun-Ching Lee 22989

Quang Minh Vu 24278

Cin-Yu Liu 23486

Course: Digital Marketing Professors Name: Heidi Gherman

Date: May 14, 2024
Business Overview:

Kim's Cafe is a lively and bustling eatery located at 156 14th St E in North Vancouver.

It was purchased in September 2023 by the current owner, Doo Yi. Before she took over, the

cafe served simple drinks and sandwiches to employees of the nearby hospitals and medical

supply companies, but since she took over, the cafe has grown to include a wide variety of

drinks, kimbap, bibimbap, sandwiches, tteokbokki, soups, and more, making it a favorite

among the Korean community and residents in addition to nearby workers.

Operating Hours:

Kim's Café operates from Monday to Friday, opening its doors from 8 a.m. to 5 p.m.

On Saturdays, the café extends its hours, welcoming customers from 11 a.m. to 5 p.m. Kim's

Café remains closed on Sundays, allowing its staff to recharge and prepare for the week ahead.

She plans to extend her weekday hours to 7:00.

Customer Base:

The café serves a diverse customer base, including nearby company employees from

Lions Gate Hospital, members of the Korean community, and residents. With its convenient

location and welcoming atmosphere, Kim's Café has become a favorite destination for both

regulars and newcomers alike.

Specialty Menus:

In addition to the usual dishes like bibimbap and kimbap, which are well-known Korean

dishes, we also offer dishes that may not be familiar to foreigners, such as raebokki and

jjolmyeon, which are nostalgic Korean favorites. We also serve delicious coffee and other

beverages, always made with fresh beans. We also offer set menus with various types of

sandwiches, soups, and other dishes with drinks.

Cozy Atmosphere:

Step into Kim's Café and immediately feel at home in its cozy and welcoming

atmosphere. With comfortable seating arrangements, soft lighting, and tasteful décor, the café

provides the perfect setting for customers to relax, unwind, and enjoy their dining experience.

Community Events:

Kim's Cafe goes beyond its role as a restaurant and supports a variety of events and

activities. She is an active member of her neighborhood church and always lends her talents to

any volunteer work or event.

Commitment to Quality:

At Kim's Café, quality is paramount. From sourcing the freshest ingredients to ensuring

impeccable service, the café provides customers with an exceptional dining experience every

time they visit. With a focus on excellence in every aspect of its operation, Kim's Café has

earned a reputation for excellence in the community.

Questionnaires:

1. How did you decide which social media platforms to use for your business?

2. How do you determine the frequency and timing of your social media posts?

3. Would you consider utilizing other social media platforms in the future for promoting your

business?

4. If yes, what factors would influence your decision to use additional social media platforms?

5. Do you have a specific target audience in mind when creating content for social media? How

do you tailor your content to appeal to them?

6. Have you tried any paid advertising or sponsored content on social media? If so, what were

the results and your experience?

7. Do you think you can effectively obtain customer feedback from social media?

8. Do you think the background data analysis of social media meets your expectations?

9. Could you describe any specific social media campaigns or promotions you've run in the

past? What was the content of these campaigns, and how did you measure their success?

10. What are your plans or goals for your business's social media presence in the future?

Interview

Link: https://drive.google.com/file/d/1AKcD7_NZ7NUYAV7UTZuVjcHtUQt-
eo2_/view?usp=sharing
 We're excited to share our collaboration with Kim's Cafe, a beloved local eatery.

Dooyi Kim, the cafe's dedicated owner, has been diligently managing its Instagram page and

Google reviews. However, the Facebook page has not been as active, receiving only a few

likes per post through its Instagram integration. With our partnership, we aim to revitalize

Kim's Cafe's Facebook presence.

Dooyi runs the cafe on her own, which has its challenges. She has been focusing on

optimizing take-out orders, which are easier to manage during her available time. As part of

our efforts, we also look forward to extending business hours, which should encourage more

customer visits during the evening. This collaboration is a strategic move to enhance

customer engagement and boost the cafe's overall visibility and success.

❖ Facebook Content Strategy

1. Daily Specials and Promotions:

Post daily specials or weekly promotions to encourage repeat visits and shares. This can include

discounts during new extended hours or special menu items.

2. Behind-the-Scenes Content:

Share photos and stories from behind-the-scenes at the cafe, including food preparation and

Dooyi Kim's daily activities.

3. Customer Features:

Encourage customers to post their own photos at the cafe and tag the Facebook page. Select a

customer photo weekly to feature on the page, providing incentives like small discounts or free

coffee for featured posts.

 ❖ Facebook Advertising

1. Targeted Ads:

Use Facebook's advertising tools to target local audiences and people who show interest in

similar cafes or Korean cuisine. Highlighting evening availability and special dinner offers can

attract more customers during those hours.

2. Event Promotions:

If there are any events at the cafe, such as theme nights or cultural celebrations, promote these

heavily on Facebook to draw in crowds.

❖ Collaborations and Partnerships

1. Local Influencers:

Collaborate with local food bloggers and influencers who can promote the cafe to their

followers. This could include hosting them at the cafe for a special tasting event.

2. Community Groups:

Engage with local community groups on Facebook. Sharing their events or news can help

build a reciprocal relationship where they promote the cafe in return.

❖ Customer Engagement and Feedback

1. Interactive Posts:

Create polls, ask questions, or run contests that encourage interaction. For example, customers

could vote on a new menu item or suggest their own ideas.

2. Respond to Reviews:

Actively respond to both positive and negative reviews on Facebook to show that customer

feedback is valued and taken seriously.

 ❖ Utilize Facebook Stories and Live

1. Regular Updates:

Use Facebook Stories for daily updates and sneak peeks. This can keep the audience engaged

and remind them of the cafe throughout the day.

2. Live Sessions:

Host live sessions showing meal preparations or have a Q&A with Dooyi Kim, providing a live

interactive experience for customers. Implementing these strategies can help Kim's Cafe build

a stronger Facebook community, enhance customer loyalty, and increase visibility, especially

during the newly extended hours.

❖ Sales and Revenue Metrics

1. Sales Data:

Compare sales data before and after the implementation of the marketing strategies. Look for

increases during the targeted times, such as evening hours, to assess the impact directly tied to

specific campaigns.

2. Promotion Redemption:

Track how many customers redeem promotion codes or mention Facebook ads or posts when

visiting. This helps link marketing efforts directly to sales.

❖ Analytics Tools

1. Facebook Insights:

Utilize Facebook’s built-in analytics tool to get detailed reports on page performance,

audience demographics, and engagement patterns.

2. Google Analytics:

If Kim’s Cafe has a website, use Google Analytics to track referral traffic from Facebook to

the website. This can show how effective Facebook content is at driving potential customers

to the site.
Owner’s feed back:

https://drive.google.com/file/d/1AN5CpaV1ijRYO_fcSEGfqwcvFiyCZ14R/view?usp=sh

aring
 References

Facebook. (n.d.). Www.facebook.com. Retrieved May 14, 2024, from

https://www.facebook.com/profile.php?id=61551823991458&paipv=0&eav=Afb_YJ

a3vIaH3J66A6XKLeVXeUyhwMKYL5Oq3uCDQdEj-14K0_4sOO2uRjl3aM174HQ

How to Create & Set Up a Facebook Page for Your Business. (n.d.). Meta for Business.

https://www.facebook.com/business/tools/facebook-pages/get-started

Kim’s Cafe photos. (n.d.). Yelp. Retrieved May 14, 2024, from

https://www.yelp.ca/biz_photos/kims-cafe-north-

vancouver?select=Q6ie6wIErakk_YmUJbBfCQ

Log in or sign up to view. (n.d.). Www.facebook.com.

https://www.facebook.com/business/help/2752670058165459?id=418112142508425

Mujo Presents: Facebook Insights for Analytics. (n.d.). Vimeo.com. Retrieved May 14, 2024,

from https://vimeo.com/183032503

Mujo Presents: How to Track Facebook Ads in Google Analytics. (n.d.). Vimeo.com.

Retrieved May 14, 2024, from https://vimeo.com/183033041

Patel, N. (2012, May 30). A Beginner’s Guide to Facebook Insights. Neil Patel.

https://neilpatel.com/blog/guide-to-facebook-insights/

Set Up Your Facebook Business Page. (n.d.). Meta Business Help Center.

https://www.facebook.com/business/help/1968057156746246?id=939256796236247

Types of Facebook ad formats | Facebook Ads Help Center. (2019). Facebook Ads Help

Center.

https://www.facebook.com/business/help/1263626780415224?id=802745156580214
 PLAGIARISM SCAN REPORT

Date 2024-05-14

0% 100%
Words 704
Plagiarised Unique

Characters 4503

Content Checked For Plagiarism

Business Overview:
Kim's Cafe is a lively and bustling eatery located at 156 14th St E in North Vancouver. It was purchased in September 2023
by the current owner, Doo Yi. Before she took over, the cafe served simple drinks and sandwiches to employees of the
nearby hospitals and medical supply companies, but since she took over, the cafe has grown to include a wide variety of
drinks, kimbap, bibimbap, sandwiches, tteokbokki, soups, and more, making it a favorite among the Korean community
and residents in addition to nearby workers.
Operating Hours:
Kim's Café operates from Monday to Friday, opening its doors from 8 a.m. to 5 p.m. On Saturdays, the café extends its
hours, welcoming customers from 11 a.m. to 5 p.m. Kim's Café remains closed on Sundays, allowing its staff to recharge
and prepare for the week ahead. She plans to extend her weekday hours to 7:00.
Customer Base:
The café serves a diverse customer base, including nearby company employees from Lions Gate Hospital, members of the
Korean community, and residents. With its convenient location and welcoming atmosphere, Kim's Café has become a
favorite destination for both regulars and newcomers alike.
Specialty Menus:
In addition to the usual dishes like bibimbap and kimbap, which are well-known Korean dishes, we also offer dishes that
may not be familiar to foreigners, such as raebokki and jjolmyeon, which are nostalgic Korean favorites. We also serve
delicious coffee and other beverages, always made with fresh beans. We also offer set menus with various types of
sandwiches, soups, and other dishes with drinks.
Cozy Atmosphere:
Step into Kim's Café and immediately feel at home in its cozy and welcoming atmosphere. With comfortable seating
arrangements, soft lighting, and tasteful décor, the café provides the perfect setting for customers to relax, unwind, and
enjoy their dining experience.
Community Events:
Kim's Cafe goes beyond its role as a restaurant and supports a variety of events and activities. She is an active member of
her neighborhood church and always lends her talents to any volunteer work or event.
Commitment to Quality:
At Kim's Café, quality is paramount. From sourcing the freshest ingredients to ensuring impeccable service, the café
provides customers with an exceptional dining experience every time they visit. With a focus on excellence in every aspect
of its operation, Kim's Café has earned a reputation for excellence in the community.
Questionnaires:
1. How did you decide which social media platforms to use for your business?
2. How do you determine the frequency and timing of your social media posts?
3. Would you consider utilizing other social media platforms in the future for promoting your business?
4. If yes, what factors would influence your decision to use additional social media platforms?
5. Do you have a specific target audience in mind when creating content for social media? How do you tailor your content
to appeal to them?

Page 1 of 2
6. Have you tried any paid advertising or sponsored content on social media? If so, what were the results and your
experience?
7. Do you think you can effectively obtain customer feedback from social media?
8. Do you think the background data analysis of social media meets your expectations?
9. Could you describe any specific social media campaigns or promotions you've run in the past? What was the content of
these campaigns, and how did you measure their success?
10. What are your plans or goals for your business's social media presence in the future?
Interview
We're excited to share our collaboration with Kim's Cafe, a beloved local eatery. Dooyi Kim, the cafe's dedicated owner, has
been diligently managing its Instagram page and Google reviews. However, the Facebook page has not been as active,
receiving only a few likes per post through its Instagram integration. With our partnership, we aim to revitalize Kim's Cafe's
Facebook presence.
Dooyi runs the cafe on her own, which has its challenges. She has been focusing on optimizing take-out orders, which are
easier to manage during her available time. As part of our efforts, we also look forward to extending business hours, which
should encourage more customer visits during the evening. This collaboration is a strategic move to enhance customer
engagement and boost the cafe's overall visibility and success.

Matched Source

No plagiarism found

Page 2 of 2
 PLAGIARISM SCAN REPORT

Date 2024-05-14

0% 100%
Words 483
Plagiarised Unique

Characters 3396

Content Checked For Plagiarism

 Facebook Content Strategy

1. Daily Specials and Promotions:
Post daily specials or weekly promotions to encourage repeat visits and shares. This can include discounts during new
extended hours or special menu items.
2. Behind-the-Scenes Content:
Share photos and stories from behind-the-scenes at the cafe, including food preparation and Dooyi Kim's daily activities.
3. Customer Features:
Encourage customers to post their own photos at the cafe and tag the Facebook page. Select a customer photo weekly to
feature on the page, providing incentives like small discounts or free coffee for featured posts.

 Facebook Advertising
1. Targeted Ads:
Use Facebook's advertising tools to target local audiences and people who show interest in similar cafes or Korean cuisine.
Highlighting evening availability and special dinner offers can attract more customers during those hours.
2. Event Promotions:
If there are any events at the cafe, such as theme nights or cultural celebrations, promote these heavily on Facebook to
draw in crowds.

 Collaborations and Partnerships

1. Local Influencers:
Collaborate with local food bloggers and influencers who can promote the cafe to their followers. This could include
hosting them at the cafe for a special tasting event.
2. Community Groups:
Engage with local community groups on Facebook. Sharing their events or news can help build a reciprocal relationship
where they promote the cafe in return.

 Customer Engagement and Feedback

1. Interactive Posts:
Create polls, ask questions, or run contests that encourage interaction. For example, customers could vote on a new menu
item or suggest their own ideas.
2. Respond to Reviews:
Actively respond to both positive and negative reviews on Facebook to show that customer feedback is valued and taken
seriously.

Page 1 of 2
 Utilize Facebook Stories and Live
1. Regular Updates:
Use Facebook Stories for daily updates and sneak peeks. This can keep the audience engaged and remind them of the cafe
throughout the day.
2. Live Sessions:
Host live sessions showing meal preparations or have a Q&A with Dooyi Kim, providing a live interactive experience for
customers. Implementing these strategies can help Kim's Cafe build a stronger Facebook community, enhance customer
loyalty, and increase visibility, especially during the newly extended hours.
 Sales and Revenue Metrics
1. Sales Data:
Compare sales data before and after the implementation of the marketing strategies. Look for increases during the
targeted times, such as evening hours, to assess the impact directly tied to specific campaigns.
2. Promotion Redemption:
Track how many customers redeem promotion codes or mention Facebook ads or posts when visiting. This helps link
marketing efforts directly to sales.
 Analytics Tools
1. Facebook Insights:
Utilize Facebook’s built-in analytics tool to get detailed reports on page performance, audience demographics, and
engagement patterns.
2. Google Analytics:
If Kim’s Cafe has a website, use Google Analytics to track referral traffic from Facebook to the website. This can show how
effective Facebook content is at driving potential customers to the site.

Matched Source

No plagiarism found

Page 2 of 2