1. Le Pain Quotidien India – Digital Plan

2. IDENTIFYING INNOVATIONS & SOULTIONS
Mapping Competition (In terms of brands having a dedicated page for India)
BrandsSocial
media
platforms
Le Pain
Quotidien
India
Hakkasan India
Facebook
(approx.
fanbase)
No. Global
has 44k
Fans
2K fans
Le Cirque
54 likes.
(Global 2K)
Trader Vic’s
California Pizza
Kitchen
Hard Rock Cafe
Mainland
China
Oh! Calcutta
621 likes
72K fans
22k fans
48K fans
27K fans
Twitter
Google+ (followers) YouTube Pinterest LinkedIn
No
No
No
1K
No
No
No
No
No
No
No
No
No
No
No
No
200
followers
No
No
No
Present
24K
followers
No
No, but
Global
No, but
Global
No
12k
followers
No
Present
No
No
No
500
followers
No
No
No
No
No
No
No

3. Social Media Platform to be targeted
Instagram
Wikipedia
Youtube
Twitter
Foursquare
Facebook
Pinterest
Google+
Blogs

4. Content labels
Brand Related
• Self-promotional
content: Update
about the offers
• New product
available
• Collect & broadcast
testimonials
• On ground and CSR
activities
Category / Industry
Related
• Health Tips
• Q&A updates about
weekends
• Food & Drinks : Facts
& History
• Highlight cultural
differences
Engagement oriented
• Celebrations /
Current events
• Memes & Trivia
• Food art
• Puzzles, Polls &
Quizzes

5. Science behind content posts
 Use content that attracts & nurtures prospects
Take benefit of F&B industry – Always use attractive visuals
 Striking caption will lead to likes
 Incorporate logo in all the photo updates as it help in recall
 Segregate topics & have regular album posts because this will enhance the
Social Reach of the page. To compliment the Facebook timeline, highlight
the albums posts.
 Update your page at least twice a day
(Learn when does your post get maximum Reach & Engagement; accordingly schedule it)
For eg: Schedule your second update at 5:30 pm if this gets the best traffic
Sample updates behind

6. Taste the yumminess of your favorite ingredient in every bite
of this little muffin. Can you unscramble and guess which is
it?
PELAP RCMULE
Attack the most important component of Virality: Shares & Comments
On basis of conjecture - such updates will get more comments . Even shares as it is visually
attractive

7. So what if a cake is too much to take! A pastry will
always suffice for your sweet-tooth. Come celebrate
this Diwali by gorging at Le Pain Quotidien 
Update this during Pre-Diwali preparation. At this phase, post more about desserts.
Frequently post contextually relevant content as this will get a deeper connectivity
with it’s TG

8. Community building
Objective:
 Avoid spillover & acquire the right audience on the fan page
 For Franchise create promoted posts targeted to specific locations
 Shoot ads that is targeted to:
o Upper class & Upper middle class
(we can also mention fans who like pages Mercedes benz, Taj, Hyaat , Economic
times etc.)
o Interest based targeting for travel, food & dine etc.
o Fans who are Apple iOS owners
o Target prospects in Mumbai, esp. Bandra , Colaba, Charni road, Nariman Point,
etc.
o Also down the line target metros where we want to set the future market

9. Applications/ Tabs for Facebook
1.
2.
3.
4.
5.
6.
7.
8.
9.
Franchise Tab
Locate Us Tab with Google map
Feedback / Review Tab
Menu Tab
Pinterest Tab
Tweets to page tab
Instagram tab
YouTube tab
Book an appointment tab

11. • Campaign idea1: LPQ’s Facebook page launch
Why ?
Because this is very NEW, out of the box… something that has never
happened before.
Since LPQ has no dedicated page for India, let’s unveil this fan page with
a bang!
Chance to acquire real customers/clientele as (organic) fans
• Campaign idea2: Make a difference this Christmas!
A Twitter contest
Why a CSR activity?
Because this will aid in acquiring deeper connect with it’s TG than
anything else. Rather earning something, this festive let’s give out
something to the needy

12. Concept Note: To witness the launch of our Facebook page, encourage
traffic from offline media , direct marketing & Twitter
Send mailers to all customers & clients associated with LPQ
Attract Twitter users through ATS’s & direct tweets to join us on this event
Campaign idea1
Name: Unveil Facebook presence / LPQ’s Facebook page launch
Requirement: Create a unique online menu. Also, we need to build a
Responsive site (OPS i.e compatible for desktop, mobile & an iPad app)
Why will users be motivated to come for this event? Because..
At this event users are free to pay for what they want!
To build a hype over it we suggest to invite a celeb for this launch. It could
be Abbay Deol/ Farhan Akthar because both can be liked by LPQ’s niche TG
In the interest of the brand, press releases for the same can be issued

13. Campaign1: Post Event
 Publish event pictures as album post on Facebook, Pinterest &
Instagram
 To broadcast event related articles, host a media desk app on
Facebook
 Upload video content (interviews with guest) of this event on
YouTube channel
 With supporting of this content create a Wikipedia page to
enhance the visibility of Digital platforms

14. Campaign idea 2 - CSR activity:
Make a difference this Christmas!
“The simplest acts of kindness are by far more powerful then a
thousand heads bowing in prayer.”
― Mahatma Gandhi

15. Idea:
Part of LPQ’s CSR activity: need to tie up with NGO . Where every mentions
on Twitter by the users will help the user to contribute a bread/meal
towards the NGO
Goal:
 Break the Clutter, by encourage Users Involvement emotionally
 Stimulate first user experience
 Increase the Engagement Index on Twitter
 Garner testimonials / influence users to become advocates
Mechanism:
 Cross promote this on Facebook. Divert some Facebook traffic to
Twitter
 Users need to Mention his/her friend in the tweet
Expectation: The more the users tweet (@mentions), the more we donate
Campaign idea2
Name: Make a difference this Christmas!

16. Campaign Idea2: calendar plan
 Before initiating #MakeADifference moment, have filler content
(quotes about sharing, charity etc.)
 A week prior start with Teaser Updates & Tweets
Can you guess what’s coming up soon? Hint – Sharing is _________
 During the phase, Tweet regularly about the countdown
 Cross promote it on Facebook, to pull traffic from Facebook to
Twitter
Sample: #MakeADifference moment is starting soon on Twitter. Stay
tuned to our twitter handle @LPQ_India to know more about this and
to participate, click here: bit.ly/13zky2

17. India
(Sample Page)

18.  Motivate LPQ chefs and experts to write guest posts on food
& lifestyle blogs with back links to LPQ Facebook, Google+,
YouTube (behind the scenes video) and Twitter.
 To create a strong presence over digital, blog daily
 Integrate this with Facebook page & website

19.  Upload all behind the scene video by chefs/ video of baking a
bread (use them on Facebook as well)
 Use relevant keywords in Titles & descriptions. Have multiple
tags and incorporate annotations
 Upload interviews with celeb (during launch) & experts
 To get more subscribers upload generic content i.e. How to
video’s. Upload videos like how to deliecious muffins for
christmas eve
 Regularly upload video’s & change cover page frequently

20.  Repost pictures that are uploaded by followers on Instagram
 #Contest Alert
Most liked insta pic would be posted on LPQ’s Instagram profile
and showcase them as brand ambassdor.
 Pics can be encoraged with following hastags:
#LPQ Dessert&Foodthat Ilove
#TagsForLikes
#YummyAmazingMealAtLPQ

21. 




Integrate with FB & Twitter
Regular pins with catchy captions & attractive board names
Repin pictures posted by customers
Create menu boards & seasonal boards
Create customer’s voice board – Pins by customers

22.  Through Google + page we need integrate all accounts in .
Under About section, incorporate URL’s of website, Facebook,
Twitter, YouTube, Pinterest etc.
 Use a attractive cover page
 Apt use of circles – segment your audience
 Join contextual relevant communities
 Product pages, blog post pages, website and other relevant
landing pages need to have an easy to click G +1 button

23.  Need to promote local updates targeting loyal customers &
locations around – to reach the right audience at right time
 Encourage Foursquare special deals – esp. for Foursquare
users
 Foursquare special offers
On weekends checkin with your friends & family and then
stand a chance to get featured on LPQ’s social networks
 Ask people to write tips about LPQ on foursquare and most
liked tips get coupons

24. 1] Retweet & Follow:
FLOW: A simple contest where participants stand a chance of
winning by following and Retweeting the brand’s tweets.
PRIZE: After the duration of the contest is over, the winners can be
chosen on a lucky draw basis / the one who has maximum
interaction with the brand
2] Photo Upload Contest:
FLOW: In this contest, users need to send in a photo of theirs and
associate it with the designated hashtag #DedicateADessert
Users get an opportunity to strike on interesting conversations with
your followers
PRIZE: The best or most popular picture can become an ambassador
on Social Media.

25. To have decent SERP presence bookmark the website URL on sites like
stumble upom, Digg, Delicious, Reddit etc
• List both the outlets of listing sites like suleka, yellow pages,
just Dial, ask me, ask laila etc.
• Encorage more & more reviews on Zomato, yelp, burrp, mouthsut,
Trip advisor, gourmet India etc.
Create back links for YouTube, Google plus page & Google places.

26. OPS - Responsive site:
 A one page responsive site will be very useful.
 These days it is a must because the attention span of users is
very limited. Therefore, an interactive site is a MUST!
 A new online menu which is proposed can be integrated on the
website.
 Develop an interactive mobile app that will appeal our TG
 Target certain keywords and optimize the SERP presence