Table of Contents          Milky Lane

Overview 3

Social media performance 4

Content shared + user engagement             7   

Improvement & Prediction. 8

Strategy 1 Organic 9

Strategy 2 Paid marketing                     12

Conclusion                                                                                                                    17                                                                                                                                                      

List of Images                              18

References                             20                                                                

Overview

The fancy burger Australia restaurant from 2016 "Milky Lane’’has customized its feature product to fit young adults' appetites and attract their customer's attention by designing each restaurant's background as the clubbing style. Milky Lane has updated its Instagram and Facebook accounts to publish their activities for more engagement by posting new products and information. For example, their french fries, cocktails, and burgers were designed to draw every customer's attention to the brand with colorful, creative symbols. Although Milky Lane has over 17 million local followers on Instagram, Milky Lane also needs greater attention outside Australia. This report promotes the idea of two social media strategies for Milky Lane to increase interactions and marketing opportunities on social media through Europe and Asia. The first strategy is to combine co-creation ideas with the client and publish them on Instagram and Facebook. This whole competition would raise more followers to put on the map for Milky Lane. The following strategy invites the band celebrity in Australia to perform in the restaurant and provide the co-brand commodity. Furthermore, shared and posted commercials through Youtube and Instagram. In this case, the band and Milky Lane boost high reputation across nations outside Australia, including more customers visiting Milky Lane.                

                                         Social Media Performance

Milky Lane followers would post the food they ordered and Tag on Instagram and Facebook with their friends in the restaurant. In this case, the restaurant click rate on social media increased. Most Milky Lane followers between 18-35 years old pay more attention to their daily updated posts. Milky Lane frequently updated their food and restaurant information to collect regular customers' concentration. Milky Lane has more official location fan pages on Facebook than one account on Instagram. 

Social media users and restaurant customers at Milky Lane are engaged in a wild nation. Their daily update mentioned that their mutual friends would share comments and Instagram stories. Hence, as the location and restaurant were mentioned, the followers of each client would click to check it out.

Type of content shared & user engagement.

- new items product                   - competitions 

- new event and activities              - foodie picture

-restaurant opening information     -events

-foodie photo                        - booking information  

-video of customers                    -customers interaction video

-restaurant-designed decoration      - dinks picture

175 k Followers                         163 K Followers

2.67 Engagement                       0.5% Engagement

3,914 Average Likes+686 comments, 720 Average reactions per post

Instagram Attention Improvement &  Followers Prediction in 2021

 This first graph demonstrates Milky Lane followers on Instagram in April 2020 have raised gradually to the end of the year. Fans from their Instagram increased dramatically after the end of May. Therefore, a detailed analysis of the followers was predicted for the forthcoming date.

Co-creation organic strategy

Milky Lane has a diverse nation of followers on its official Instagram account. However, Milky Lane needs more foreign customers and visitors, not only the locals. This strategy proposal aims to increase interaction and marketing opportunities by utilizing social media and countries outside of Australia. Furthermore, young adults and teenagers nowadays are more faithful Instagram users than Facebook. Besides, this generation's habit of tracking and following their friend's actions on Instagram has risen. In this case, Milky Lane could combine the co-creation strategy with designing the whole competition and gathering from their client and publishing up to Instagram. By fault-finding strategy issues with customer participation as the critical success determinant, it was possible to create a highly competitive business environment (Brodie et al., 2011). Through social media, co-creation strategies could enhance further opportunities for consumer participation in their restaurant and appeal to future associate restaurants to cooperate with it.

Furthermore, "customer value stands in a crucial strategic marketing discussion for any organization in the networked world of business." (Khalifa, 2004) Thus, the co-creation system transforms social media users from inactive recipients into active participants." (Rathore et al., 2016)

 Milky Lane has created a competition in that clients would speed up the interaction growth with Milky Lane on their social media. Moreover, each client's mutual friend on social media would be interested and attend to participate in this restaurant design competition. Additionally, a regular customer who walks into the restaurant would be inspired by them and take a photograph, then post it to tag more people. This competition requires learning the element of aesthetic art and how to draw customers to the restaurant. Due to these reasons, young people are flocking to popular Instagrammable restaurants. "The impact of the user posting to other user postings and inspecting the factors of product evaluation has been examined by many researchers."(Franke et al., 2006; Moe and Schweidel, 2011). As part of the organic co-creation strategy, the case of the competition has proposed to use Photoshop to inspire their Instagram followers around the world to decorate their restaurant.

Furthermore, have their followers tag @milkylaneofficial in the Photoshop image post, plus include their country and signature. Each branch of Australia will have nine winners of the gorgeous decoration image competition. To compete, clients would create a Milky Lane style of Christmas embellishment that appeals to a larger audience. 

This strategy activity enhances Milky Lane's reputation on social media and encourages more customers to visit their restaurant worldwide. "Clients will receive more creative work when they demonstrate more open to the brand new ideas." (Koslow, 2015) 

Paid social media marketing strategy

 Milky Lane wants to expand their international market range through Asia and Europe. Milky Lane uses a paid social media marketing strategy to cooperate with celebrities to promote their activity's popularity and visitor rate through Facebook and Instagram. Celebrity cooperation would influence Milky Lane's activity to gain international visitors and followers. The information advertised by celebrities speeds up fast due to the star power through their target audience. Studies show that consumers are convinced of the benefits of products when celebrities endorse them (Cialdini, 2001). Thus, "in the case for aiding commercials would 'stand out from the competitors that superstar used a broad range of media" (Erdogan, Baker, & Tagg,2001)

(Share of worldwide internet users who find brands or products through celebrity endorsements as of 1st quarter 2017, by age group)

According to the figures that show the average amount of celebrity endorsements globally, brands collaborate with celebrities. The numbers show that teenagers to young adults were higher users. Meanwhile, Milky Lane could cooperate with the stars of this activity and publish through the invitation of the whole celebrity endorsement to social media such as Facebook and Instagram. Using celebrity announcements to achieve Milky Lane target visitors overseas by heightened the visibility and publicity of social media click rate and participation. "These factors from crucial 'source' of fascinations, expertise, the product have all been advertised with effective celebrity endorsement."(Bergkvist and Zhou,2016) Moreover, fan numbers from celebrities' Instagram and social media would influence the advertisement company they collaborate with and each post their followers track and pay posts their followers track and pay attention to.

"The other studies checked outcome liking appear mixed with positive, neutral and the unfavorable effects of liking been reported as well" (Bergkvist and Zhou,2016). Therefore, "the astonished expectation provides most celebrities chosen for endorsement on the basis that they are well-liked by many people." (Martin. R, Hayley. G & Susan M.S, 2019)   

This paid social media strategy engages the celebrity's 'Five Seconds of Summer band live performance.

Milky Lane was the performance venue for this celebration of the new year and Christmas party night. Each customer require to spend over one hundred and fifty Australian dollars to get the excellent and trendy product of the

 Band and Milky Lane co-brand designed water bottle. 

(This is the example product from 5 Seconds of Summer)

A Facebook post would announce the entire activity from the Milky Lane fan page. In this way, international visitors and customers would seek to attend the venue and then promote the action on social media. Followers would Spread through this party publicity initially and tag their friends. "The perception of the value built up across interactions and shared experiences takes a vital role for the social marketer to esteemed the target audience." (Christine et al., 2013)

Conclusion:

Milky Lane was famous in Australia, reaching many followers on social media of Facebook and Instagram. However, this restaurant stays in its local country but explores further market opportunities outside Australia. This report has provided two plans to raise Milky Lane's followers on social media and restaurant visit rates. These two plans include using the co-creation strategy and paid social media marketing. The first co-creation strategy is to seek the attention of each customer and cooperate with their idea, then present it through social media. Next, the paid social media strategy aims to attract more followers by using co-brand ideas and cooperating with celebrities to enter the activity. More importantly, both approaches would increase their click rate on social media, which means the number of people sharing on Instagram and Facebook with their friends would expand.