Social Media Strategy

Emily Reich

2/19/2017

Table of Contents

Slide 3. Executive Summary

Slide 4. Social Media Audita. Social Media Assessment

b. Traffic Sources Assessmentc. Customer Demographics Assessment d. Competitor Assessment

Slide 5. Social Media Objectives

Slide 6. Online Brand Persona and Voice

Slide 7. Strategies and Tools

Slide 8. Timing and Key Dates

Slide 9. Social Media Roles and Responsibilities

Slide 10. Social Media Policy

Slide 11. Critical Response Plan

Slide 12. Measurement and Reporting Results

Executive Summary

• The major social media priorities for the 2017 calendar year will be to promote the business to all Central Florida residents to become more of a household name and gain more business.

• The primary focus will be to increase to online presence so in turn more individuals will be patrons of the 6 restaurants and overall lead to an increase in revenue.

• Two key strategies to supplement the overall goal: 1. A new social media plan and schedule and increase visibility across all

platforms

2. Improve brand name to become more popular in the Central Florida area.

Social Media AuditSocial Media Assessment Date:

Social Network URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebookhttps://www.facebook.com/PeachValleyCafe 26,720 14 posts per week 4%

Twitter (at)PeachValleyFL 1,018no tweets this year 0%

Instagramhttps://www.instagram.com/peachvalleycafe/ 624 1 post per day 1%

Summary: They are doing well on Facebook, but not utilizing Twitter at all. Instagram schedule is solid and consistent, however the follower count needs to increase for it to serve any purpose.

Website Traffic Sources Assessment Date:

Source Volume % of Overall Traffic

Facebook 4,000 unique visits 93%

Twitter 50 unique visits 0.11%

Instagram 250 unique visits 5.80%

Summary: Facebook is the largest driver of traffic and the biggest platform. Twitter is barely hitting the surface and unless utilized soon, will provide 0 traffic.

Audience Demographics Assessment Date:

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network Primary Need Secondary Need

70% 18-30 64% Female80% Facebook

65% Instagram

Place for group meals with friends and family

Bring guests or visitors in town to eat.

20% 31-40 36% Male18% Instagram

30% Facebook

7% 41-55 2% Twitter 5% Twitter

3% 56-80

Summary: The majority of respondents are in the 18-30 range, female, and utilize Facebook. Most people go to Peach Valley for social purposes.

Competitor Assessment:

Restaurant chains that have locations in Central Florida/in the same cities

Competitor Name

Social Media Profile Strengths Weaknesses

First Watch

https://www.facebook.com/FirstWatch

More aesthetically pleasing, good variety of posts, and respond to questions

Not as many posts. For operating in 17 states, they have a low number of likes.

The Flying Biscuit Café

https://www.facebook.com/TheFlyingBiscuitCafe/

Good use of different types of media.

1-2 posts per day. Logo is outdated. Not many likes.

Summary: For similar style and type of location, these two restaurants are most comparable. It isclear customer engagement and a good variety of posts is extremely important.

Social Media ObjectivesIn 2017, our goal will be to increase the social media presence of the business and increase the use of other platforms, specifically Instagram and Twitter. The goal is to drive more business to all locations.

Specific Objectives:1. Increase traffic on Twitter and Instagram

exponentially within the next 6 months. a. Rebrand Twitter and post a minimum of 3x per

week over the next 3 months, and increase fromthere.

b. Have one consistent hashtag to use for all 3 platforms

2. Increase diversity of Facebook postsa. Increase followers by 10,000 by August

20173. Include more promotional discounts

specifically for those who follow all social media outlets.

KPIs:1. Number of followers on all social

media2. Number of posts and consistency of

that among all 3 platforms3. Number of different types of posts

(mixed media, video, Q&A, text, photo)

Key Messages:

1. Enjoyable for all people on all occasions

2. A variety of food at a affordable price

Online Brand Persona and Voice

Adjectives that describe our brand:

Tasty

Afforable

Enjoyable

Pleasant

When interacting with our customers we are:

FriendlyExcited

Responsive

Strategies and Tools

Paid:

Each week pick one post to boost on each social media account

Owned:

Introduce #ValleyFresh on all social media platforms and utilize it.

Repost content using this hashtag at least two times per week.

Monitored:

Follow posts tagged at all locations. Look for #peachvalleycafe and other related hashtags.

Share personal testimony as to why people are patrons of the restaurant.

Tools:

Approved: Hootsuite, Medium

Existing Subscriptions/Licenses: Photoshop, Vimeo

Timing and Key Dates

Holiday Dates:

National Pancake Day

All other food related “days”

Valentine’s Day

St. Patrick’s Day

Thanksgiving

Internal Events:Anniversaries of store

openings

Reporting Dates:Reporting will occur

every three months on the 1st

of the month.

Social Media Roles and Responsibilities

• Social Media Director:• Oversees all social media, checks for consistency, approves any posts that

need to be viewed before posting.

• Social Media Manager:• Sets daily schedule for all posts, monitors hashtag use, in charge of

interactions and answering all questions on platforms.

• Social Media Coordinator:• Checks for consistency between all 3 platforms. In charge of coordinating last

minute posts, special events (Q&A, Live Videos)

Social Media Policy

It is the responsibility of all of those posting and sharing content on behalf of or as a representative of Peach Valley Café to follow the expectations laid out below

Being courteousBeing responsive- 24 hour maximum turnaround timeCheck for grammar before postingMake sure the post is inclusive and not disrespectful to any group of individualsBe positiveAsk before you post, if you are ever unsure

Violation of any of these guidelines will result in a reevaluation of your ability to post or create any content for Peach Valley Café. Reevaluation canresult in corrective action anywhere up to termination.

Critical Response Plan

• Scenario 1- Displeased customer/Complaint made on social media1. Screenshot post and send immediately to a superior2. Meet with social media team to evaluate claim, and craft the proper and respectful

response1. Do not wait more than 12 hours to respond

3. If drastic measures are needed, make statement regarding incident and explain that Peach Valley Café strives to meet the expectations of all customers and value all input.

• Scenario 2- Inappropriate Post 1. Screenshot post and send immediately to a superior with documented reason as to

why this is inappropriate2. It is safer to take down immediately than wait for a response3. Create more content that day to draw attention to new posts instead4. If anyone notices or comments, create plan for response.

Measurement and Reporting ResultsReport after 3 months of implemented plan

• Audience Reach

• Number of posts

Summary: Posts and followers have increased at a steady amount, ideally will reach goals by next quarter.

Facebook: +6000 new likes

Instagram: +956 new followers

Twitter: +513 new followers

Facebook: 20 posts per week

Twitter: 3 tweets per day

Instagram: 1 photo per day

Qualitative KPIs:• More engagement with followers• More likes on all posts • An increase in check ins with

positive stories behind visits

#ValleyFresh outcome:On average, there are 25 posts per

week using this hashtag by individuals. This number should increase over the next quarter. Customer response is well. It is being integrated on all platforms

New recommendations:Follow more people back on

Twitter and InstagramShare more personal storiesHave all locations send photos

each month they would like to see on social media