Nowadays, the main purpose of Facebook is to develop and build an open world where all the people around is connected (Facebook, 2013). Thus, individuals around the world are using Facebook to stay connected and in contact with their groups and people of interest (relatives, friends, colleagues, etc.) expressing and sharing their thoughts and ideas and this behavior within social media networks, especially on Facebook has become normal and natural (Anderson, 2010).
In the other hand, it has been proven by several researchers that a good use and management of Facebook or any Social Media (SM) can have a great potential in order to develop a source of costumers and stakeholders for a business (Kaplan and Haenlein, 2010).
In this context, this author and his colleague have created and managed a Facebook page for Romanoff Restaurant, a “traditional cuisine of Russian nobility” restaurant situated in the city of Moscow, Russia. Thus, we decided to use Facebook because this social network it is very famous around the five continents with 1.23 billion worldwide connected and active users in the last year (Kiss, 2014). Furthermore, the age group between 45 and 54 years because it has grown by 45 percent since the beginning of 2013, 86 percent of users are outside the United States and 73 percent of its users have higher annual income to $ 75,000 (Business Insider, 2013), and this support the election of our target market which is the Baby boomer generation (35-50 years old) and with high income (10000 CHF. Per month).
Therefore, the objectives in one month of managing the Facebook page of Romanoff Restaurant were:
- Increase awareness about the brand, to reach 100 Likes.
- Regularly updating the content to reach at least 5% of engagement rate.
- Increase awareness about the traditional Russian dining and dishes by reaching minimum 40-50 people per post.
The first action in order to achieve these objectives was to divide the target market in two main segments: national and international according to their needs and preferences, occupations, geographic and demographic characteristics, behavioral and technographic aspects with the purpose of identify potential consumers by identifying characteristics within and outside of the target market, and thereby obtain a better result in terms of sales and distribution (Kotler and Keller, 2009) of Romanoff products and service through Facebook. Furthermore, a buyer persona which is archetype of individual, identifiable person who buys and can buy your products or significantly influences the decision (Albee, 2010), was created with the purpose of have a profile of the ideal customer (age, sex, occupation, hobbies, income, personality, civil state, motivations, preferred social network, buying process, etc.) and to create a strategic e-marketing campaign with clear, interactive and attractive messages while having clear what we can expect from them (Albee, 2010).
In order to achieve these objectives, the management team of team decided to implement as strategy the of 8 success criteria model of Owyang, Tran and Webber (2010), focusing in depth on 5 first criterion.
Following the first 5 steps of the above model (Owyang, Tran and Webber, 2010), the following was done:
- Establish the expectations for the customers from the Romanoff page, the expectations of the page for the customers and rules and regulations of the page.
2. Provide complete experience about Romanoff Restaurant (mission, contact details, address, company’s description) and provide familiar visual experience (brand logo, cover photo).
3. Keep the Romanoff Restaurant page up to date and posting new contents in the correct time about topics on interest such as: menu and recipes of the restaurant, the brand and historic events related to the historical background of the restaurant on daily basis.
4. Posts written in 1st person in conversational and friendly tone in order to create a close relationship and engagement with the real and potential customers and provide an admin signature on each post and comment.
5. Two – way interaction between the customer and Romanoff page, reply comments within 24 hours and thank the customers for participate and interact with Romanoff Restaurant.
Implementing this strategy, the administrators of Romanoff Restaurant Facebook succeed in meet the established objectives:
- Reach 100 likes
- Reach at least 5% of engagement rate.
- Reaching minimum 40-50 people per post.
According to these the results is very important to highlight some important points. First of all the use of an e-marketing strategy is essential to obtain good results and reach the organizations objectives, and in this particular case the 8 Success Criteria Model (Owyang, Tran and Webber, 2010) was used but in order to obtain better results had to be used the other three criteria (Enable Peer-to-Peer Interactions, Foster Advocacy and Solicit A call to Action). Moreover, is evident the lack of video content, and this may have been very useful post to attract more customers and increase the engagement and reach level as well as increase the number of likes. Furthermore, is very important to keep in mind that the of a specific social network to promote the restaurant will depend in great measure on your target market (Kadushin, 2013), according to this it would very important to consider to create other page for the restaurant in Vkontakte, internationallyknownas VK, because a great part of the target are Russian speakers business people and this social network is the most famous in Russia with more than 100 million active users around the world and is available in 38 languages (VK.com, 2013). Thus, if Romanoff Restaurant decides to use VK they would probably increase their reach and engagement within Russian business people and probably increase its market share among the use of other sales channel within other social network (Hartley, 2010).
Then we can conclude along this article that the use of Facebook can influence in great measure the business performance of Romanoff Restaurant or any other business, especially now that when we are experimenting a fast raising up of Social Networks around the world and is imperative be at the vanguard in be updated with new trends within the key social media channels and in invest in social media as one of the primary objectives of Romanoff marketing strategy because nowadays brands have to be socially orientated since in the last years Social Media is a strategic marketing channel (Kaplan and Haenlein, 2010).
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