Piyanuch Kangwankijwanich (Tu)

MKT 396V (M arketing and New Media)Fall 2012

Instructor: Dr. Jan Ahrens

Amy Castle

Keyword: “restaurant reviews” in YouTube

URL:http://youtu.be/N4srvjDJmtM

Account name: SandCastleinc Video title: “M Café De Chaya Restaurant REVIEW”

The length: 6.23 minutes Too long, could cut down some parts

Target audiences: Teenagers in urban L.A. who are seeking healthy, delicious, and affordable food

Strategy: Give information e.g. Macrobiotic food

Tactics Subscription button leads to the lead generation URLs on the description will drive traffic to Amy Castle’s social media Consistency project name support social media relevant. Shake scenes made me headache

Amy Castle

Savory Cities

Keyword: “restaurant in San Francisco” URL: http://youtu.be/8goam5IAJvkAccount name: SavorycitiesVideo title: “Fleur de Lys – San Francisco, CA”

The length: 2:10 minutesGood timing, not too long or too short

Target audiences: Wealthy tourists aged 35-60 who like excellent food in romantic dining to celebrate their special occasions. Major cities are San Francisco and New York City All videos of Savory Cities

Savory Cities

Strategies: •Inform and sell the restaurants•Drive traffic from YouTube to the website

Tactics Place presentation: Gorgeous decoration and beautiful food Executive speech: The owner is the award winning chef, Hubert Kelle Restaurant contact info on the end scene: Address and telephone number Inconsistency URL: savorytv.com in video but savorycities.com on the description

Compare and Contrast

Videos

Channels

Amy Castle (http://youtu.be/N4srvjDJmtM)

Savory Cities (http://youtu.be/8goam5IAJvk)

Casual, funny, fresh, colorful, up-to-date

Neat, clean, business-like, formal, commercial

Records and edits video by herself Professional video editors

Uses social media to engage with fans

YouTube leads to the website

Amy Castle (https://www.youtube.com/user/SandCastlein

c)

Savory Cities (https://www.youtube.com/user/savorycitie

s)

A food lover recommends restaurants (Informative strategy)

Commercial media recommends restaurants (Informative strategy)

Promote herself as an actress or model

Promote TV channel and the website

Teenagers in L.A. are the audiences Wealthy tourists are the audiences

Thai Food in SF video (http://youtu.be/eILjreRLWFU)

Target Audiences: Thai food lovers who use social media to make purchase decision

YouTube name: “Thai Food in SF” to keep consistency

Title name: “Thai Food in SF: Noodle Bar and Grill” because 1. “Thai Food” is the keyword for Thai food lovers 2. “SF” is to be specific in San Francisco3. “Thai Food in SF” is to emphasize my brand name 4. The name after : represents the restaurants I visited

The length: 3:11 minutes, clear and concise presentation

Thumbnail: It represent my objective, review the food from real Thai food lovers

Pick choice 2

Thai Food in SF video (http://youtu.be/eILjreRLWFU)

Strategies: Sell the restaurant with informative facts(Food Tour + Testimonials + Reviews)

Tactics 1. Add the restaurant’s contact info2. Offer free drink when show this video3. Mention Thai Food in SF’s social media 4. Insert subscribe button 5. Refer biography in the description

Thai FoodinSF channel (https://www.youtube.com/channel/UC7oxwGLBZbqgK1GQKVpflBQ)

To leverage my brand impression, my YouTube Channel design is similar to other

social media1. Channel name is Thai FoodinSF2. Logo as the profile image3. Pad Thai image as the background like Twitter4. Biography as the description like Twitter, Pinterest, and blog5. URL of other social media

Thai Food in SF social media

My YouTube channel matches well with my social media

Twitter Pinterest WordPress blog

“Step in #Noodle Bar and Grill with our video on YouTube to get #free Thai ice tea.”