6 Step Social Media Marketing Plan to Strengthen PM Bistro + Lounge's Social Media Marketing Strategy

1. Social Media
Marketing Plan
1) social Network selection
The first thing to remember when deciding which social networks to
Use is that you only have to be on the platforms that matter to you
and your audience, not every single platform. in PM Bistro’s case, their
target Demographic of 30 years and older are primarily on Facebook,
Twitter, and Instagram, so that matches up very well with them
utilizing these 3 platforms for promotion.
6 steps

2. 2) profile completion
It is important to make sure that your social
media platforms display uniformity, which can be
done by making sure your avatars, cover photos,
bio, and profile info is up-to-date and complete.
By doing this, PM Bistro’s social media presence
will maintain a level of professionalism, show
the cohesiveness of their brand, and signal to
consumers that they are serious about engaging.
Profiles can be broken down into 2 parts:
visuals and text. as it regards the text
component, PM Bistro already displays this
cohesiveness across their 3 social networks
with their bio and profile info, which includes
their slogan, “Good People, great food”, their
phone number, their address, and link to their
website. while this is a good start, PM Bistro can
achieve this same uniformity with their visual
component by having the exact same profile pic
and similar cover photos across their Facebook,
twitter, and instagram pages. For visuals, The
goal is to aim for consistency and familiarity. By
having matching profile pics and similar Cover
Photos, PM Bistro will accomplish this goal and
attain that consistent, cohesive, and
professional look.

3. 3) Voice and Tone
Developing a voice and tone on social platforms helps a business
become more on point and focused with their social engagement. the
voice is the mission statement and the tone is the implementation of
that mission. “Good People, Great Food” serves as PM Bistro’s brand
slogan but it also embodies the essence of the bistro. They already do
a good job of expressing this essence with their inviting posts.
However, there is always room for improvement and this can be
achieved by asking yourself these 5 questions and increasing the
frequency of posts that exhibit PM Bistro’s tone.
• If your brand was a person, what kind of personality would it
have?
• if your brand was a person, what’s their relationship to the
consumer?

4. • Describe in adjectives what your personality is not
• Are there any companies that have a similar personality to
yours?
• How do you want your consumers to think about your
company?
The objective here is to cultivate a voice that will delight your
customers, which should in turn result in your customers being
thrilled to spread the love about you.
4) posting strategy
when developing your strategy of what, when, and how often you’re
going to post, it is important to understand that so much of the
social media experience revolves around your particular audience and
market. you often times won’t know what works until you implement
it and view the results. While it’s true that there’s no tried-and-true
strategy That will work no matter the company or situation, there
are certain guidelines that can be followed that will boost your
social engagement:
-What should you be posting?
In today’s social media climate, it has been proven that visual content
(primarily images) attract consumers like no other posting medium can.
Statistics show that image posts get more views, clicks, reshares, and
likes than any other post type on Facebook and twitter. on Facebook,
photos get 53% more likes, 104% more comments, and 84% more click-
throughs on links than text-based posts. this rings true on twitter as
well with photos having the greatest effect on retweets, averaging
a 35% boost in retweets.

5. This obviously works very well with PM Bistro because they are only
on facebook, twitter, and instagram (which is obviously made to share
images) and because they operate in a business that is conducive to
sharing images. what better way to exemplify their essence of “Good
people, Great food” than to post photos of images of their great
food with inviting captions and the good people that patronize the
Bistro enjoying their great food that will help entice social media
onlookers to visit the bistro.
Now that we’ve established image posts as PM Bistro’s primary source
of posting, we can now look into developing a consistent strategy.
one system that
could be very
effective is the
4:1 Post Sharing
S t r a t e g y . T h i s
System (Pictured
t o t h e l e f t )
allows PM Bistro
to establish a
staple post that
followers will
expect and want
from them (IMage
Posts) while also
g i v i n g t h e m a
v e r s a t i l e y e t
s i m p l e s y s t e m
t h a t A l l o w s
them to Hone
and perfect their

6. posting pattern. This strategy can also be broken down according to
social platform, allowing PM Bistro to compose a unique strategy for
each platform individually and works to compliment their practices
and culture.
-When and How often Should you be posting?
after deciding what to post, the next task is to figure out how often
you should post and in what timeframe you should be posting. this can
prove to be difficult, however, as you want to connect with
followers without driving them away or annoying them and make
sure that you’re posting at a time that they will be active online.
many factors come into play when determining your sharing
frequency, such as your industry, your reach, your resources, the
quality of your posts, and which social media platform you are using.
And figuring out when you should post will largely depend on your
past experiences and understanding of your audience’s general social
media using habits. Nevertheless, there are guidelines to developing a
jumping off point of when and how often y o u s h o u l d post:
Optimal
Posting
frequency
5x+ Per day 5-10X Per Week 1-2X Per day
optimal
posting times
1-3 PM
Weekdays
1-4 PM and 2-5
PM Weekdays
5-6 PM
Weekdays; 8
PM on
mondays; 6 PM
Sweetspot

7. 5) implementation and analysis
After developing your strategy, the next natural step is to put it into
action, look at your results, and make the necessary adjustments
based on its success. nothing is definite when developing a social
media marketing plan so your best bet is to follow guidelines, test out
your strategy extensively, and see how it works. The more that you
post, the more you’ll discover which content, timing, and frequency is
right for you. finding this right fit can be done by utilizing a reporting
tool and studying the analytics that they provide for you. For
example, there is a automation app called Buffer that can show users
a breakdown of how many views, clicks, shares, likes, and comments
each post received. Learning how each post performed gives you an
idea of what’s best for your business and allows you to experiment
and adjust and find what the optimal posting strategy.
analysis steps
set benchmarks. implement
sharing strategy in 2-week or 1
month intervals. check stats and
find average # of clicks, shares,
likes, and comments per post.
averages become your
benchmark moving forward
run tests. try out new strategies
based on initial benchmark
Check stats. compare new
findings to benchmark.
Implement changes. make new
changes to improve upon
findings until you achieve desired
results.

8. 6) Automation and engagement
the final step is to develop a system that helps you stay on top of
your posts and engage with your followers. this system can be
achieved through the use of automated apps. automation is the secret
weapon for consistently sharing quality posts, day after day. sharing
quality posts is important but so too is engaging and interacting with
those who view and appreciate your quality posts. delivering quality
posts and engaging in positive communication with your followers
are without a doubt 2 of the most essential components in a
successful social media marketing plan and your best bet if you want
to convert online followers to real-life customers. PM Bistro can
s e a m l e s s l y
accomplish this
by using buffer,
schedugram and
mention. Buffer
and Schedugram
would handle
the automation
of their content
sharing (buffer
would handle
F a c e b o o k a n d
T w i t t e r w h i l e
Schedugram will
deal with Instagram), which allows you to create all the content
and updates that you want to at one time and then schedule when
these posts will be sent out by placing them into a queue. Mention
compliments Buffer by sending you alerts every time your brand is
mentioned online, allowing you to easily engage with your online
Screenshot of Buffer’s content page

9. customer base. the utilization of these apps would cost PM Bistro very
little out of pocket expense as well, with Buffer and Mention both
being free apps and schedugram plans starting at $7 a month.
Select Social Networks. PM Bistro has Already Done this,
selecting Facebook, Twitter, and Instagram
Conduct Social Media Audit. locate and document all PM Bistro
social media profiles. delete profiles that you no longer use so
that followers know which profiles to go to for accurate, up-
to-date information about your brand.
fill out profile completely. display consistency. make sure all 3
platform’s avatars and cover photos match one another and
profile info is up-to-date, accurate, and complete.
cultivate voice, tone, and identity. develop voice and tone that
embodies and builds upon “Good People, great food” slogan.
site URL Profile Name Followers Last activity
facebook
https://
www.facebook.com/
PMBistroLIVE?fref=ts
PM Bistro live 1,235 april 29, 2014
facebook
https://
www.facebook.com/
pmbistropa?fref=ts
PM BIstro & LOUNGE 1,302 August 10, 2015
Instagram
https://instagram.com/
pm_bistro/
@PM_Bistro 1,504 August 10, 2015
Twitter
https://twitter.com/
pm_bistro
@PM_Bistro 86 August 7, 2015
twitter
https://twitter.com/
PMBistroLIVE
@PMBIStrolive 192 April 29, 2014
summary and checklist

10. Answer these 5 questions about PM Bistro to help find an
appropriate voice and tone
• If your brand was a person, what kind of personality would it
have?
• if your brand was a person, what would their relationship to
the consumer be?
• Describe in adjectives what your personality is not
• Are there any companies that have a similar personality to
yours?
• How do you want your consumers to think about your
company?
develop posting strategy. Determine what you should post, when
you should post it, and how often you should post it.
Post type: emphasize image posts that showcase visual
embodiment of “Good people, Great Food” essence and to
promote acts and events at bistro through the use of
promotional flyers and action photos and videos of
musical acts performing and events taking place. use other
post types for variety, such as reshares of followers
positively mentioning PM Bistro and posting pictures or
videos of experiences at PM Bistro.
Posting timeframes: will ultimately depend on audience and
research but here are some general Guidelines for starting
off:
-Facebook (1-4 PM and 2-5 PM Weekdays); Instagram (5-6 PM
Weekdays and 8 PM on Mondays with a sweetspot at 6 PM);
Twitter (1-3 PM Weekdays)
Posting frequency: statistics show this is Optimal
frequency before engagement falls off
-Facebook (5-10 times per week); Instagram (1-2 Times per
week); Twitter (5 Times Per day)

11. implement strategy and analyze results. Test strategy for set
amount of time (maybe 2 weeks or 1 month). compile report of
clicks, shares, likes, and comments per post, calculate averages,
and use averages as benchmark. Alter strategy based on initial
benchmark numbers. compare results of altered strategy to
original benchmark. continue process until you achieve desired
results.
automate strategy. Use Buffer, Schedugram, and mention to
automate PM Bistro’s posting on facebook, instagram, and twitter
and be notified whenever pm bistro is mentioned online.