Social Media Strategy

Our mission is to increase brand awareness, enhance the brand experience, and

amplify the share of voice of Philz Coffee in the Bay Area

Goals & Objectives

to increase the volume of share of voice 25% by the end of the �scal year

To increase brand awareness by 65% by the end of the quarter.

To unify the Philz Co�ee brand presence by the end of the quarter

Strategies

Utilize employees to amplify brand experience

Utilize community engagement platforms to increase brand awareness

Apply the Hub-and-Spoke organizational model to the Philz Co�ee brand

Engage with in�uencers and advocates to promote the brand

Tactics

employees will participate in social media by adding music to the Philz Co�ee Spotify playlist

Utilze platforms such as Fancorps and Instagram to encourage community involvement and amiplify the brand experience

Designate a social media team under a social media policy

Find and engage with online in�uencers and the communites they operate in by using social listening software

Create social media policies to address employee behavior when

engaging online

Train employees on how to blog, use Twitter, and be conversational when interacting in the community

Practice basic community management to monitor content

and facilitate conversations

Yes

Venting CustomerUses social media platforms to complain.

A response might not be necessary. In many cases they are seeking attention

from their network.

Passive CustomerIn need of customer support, but isn't

actively seeking a responseUses #fail hashtag

• Contact customer directly to fix problem.

Social Media Response Process

EvaluateEvaluate

No

Customer AdvocateTalks about a product

even if he or she is ignored.• Recognize advocates • Invite to private communities •Ask for specific feedback.

Future CustomerNew or current customers

seeking advice from social networks.• Engage customer directly by letting them know of new products/promosRespondRespond

Collaborative CustomerUses social media to make suggestions using @mention.• Add to list for future product

launches and promotions.

AssessAssess

DO YOU R ESPOND ?

Used-to-Be CustomerUses social media to express angry

review of company or product.• Proactively reach out and offer

complimentary promotion.

IS THE S OC IAL M EDIA POST POS ITIVE OR

B ALANCE D?

&C USTO MER

TYPE

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Sample ContentIt's hump Wednesday. What Philz blend gets you through the day? #philzaday

Get an iced mint mijito while it's still hot out at your favorite Philz location. INSTAGRAM LINK

In case you missed open mic last night, watch our exclusive video of all of the performances!

Share of Voice on News, Blogs, Forums, and Twitter

BarefootBlue BottlePhilz

45%

18%

37%

Summary

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Social Media Strategy

Social Media Strategy