UF S O C I A L M E D I A M A N A G E M E N T

SOCIAL MEDIA STRATEGY

FOR TIM HORTONS

B Y R A C H A E L R E H

F E B R U A R Y 8 , 2 0 1 7

TABLE OF CONTENTS

1. Executive Summary

2. Social Media Audit

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

THE GOAL OF THIS SOCIAL MEDIA STRATEGY IS TO INCREASE CUSTOMER ENGAGEMENT ON SOCIAL MEDIA PLATFORMS INCLUDING FACEBOOK, TWITTER AND INSTAGRAM. TIM HORTONS' MAIN FOCUS WILL BE TO USE SOCIAL MEDIA AS BOTH A CUSTOMER SERVICEPLATFORM AS WELL AS A WAY TO ENCOURAGE CUSTOMERS TO SHARE THEIR EXPERIENCES AT THEIR LOCAL TIM HORTONS CAFE.

E X E C U T I V E S U M M A R Y

Two strategies that will support this objective include: 1. Increase amount of employee-to-customer interaction on social platforms. 2. Plan to increase community engagement with customers and increase website traffic.

S O C I A L M E D I A A U D I T

The following is an audit of Tim Hortons' social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Media Assessment

Data as of February 8, 2017

As displayed by the assessment above, the highest number of interactions per post occurs on Twitter, while the second highest number occurs on Instagram. Although Facebook has nearly three million followers, the engagement rate is nearly zero.

Website Traffic Sources Assessment

Timeframe: Monthly average, July 2016 - December 2016

Facebook currently drives the most traffic to our website, followed by Twitter. Instagram displays the least traffic data as well as unique visits.

Audience Demographics Assessment

Although a majority of customers are between 18-30, the second largest age distribution falls between 55-80, surprisingly. Titter is popular among the younger demographic which Facebook is the core social network for older demographics. 

Competitor Assessment

The competitor analysis analyzed two major competitors with a strong social media presence on Facebook and Twitter. High quality visual content is a major driver of engagement with their audiences, and the use of unique posts like including recipes on Twitter. Areas where the competition has room for improvement is centered around the overwhelming nature of their posts and lack of customer service via social media. 

SOCIAL MEDIA OBJECTIVES

1. Increase volume of visual content posted on

Facebook by 50% in 10 months.

2. Increase overall posted content on Facebook from

one post per week to three posts per day.

3. Increase Twitter followers by 6,000 in 10 months.

4. Increase brand awareness on Twitter through use of

unique hashtags

5. Increase Instagram interactions by 20% in 10 months.

KPIs a) Number of followers b) Number of weekly posts to social media profiles c) Number of interactions per post d) Community engagement

Key Messages a) Always Fresh b) Commitment to the community

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe our brand:

Cozy

Ubiquitous

Big-hearted

Familiar

Social media interactions:

Encouraging

Customer Service- Oriented

AND TOOLS

S T R A T E G I E S

Paid: Increase organic visual content on Facebook each weekend beginning on Friday mornings.

Sponsored ad content on Instagram with a reach of at least 1,000 and 500 minimum likes.

Owned: Use #RollUpTheRim to promote Roll Up the Rim to Win contest throughout the months of

February to April. Beginning in May, introduce the hashtag #RealChill to kick off summer and real

frozen lemonade to the menu (for a limited time). Hashtags will be used on both Twitter and

Instagram.

Earned: Partner with area PeeWee hockey teams to increase community engagement and

enhance brand's 'big-hearted' image. Encourage both players and families to post team videos and

pictures to Facebook and Instagram tagging Tim Hortons.

Tools:

Hootsuite

Buffer

Canva

Photoshop

T I M I N G

A N D K E Y D A T E S

Valentine's Day

Memorial Day (U.S.)

4th of July (U.S)

"Back to school" (first

week in September)

Christmas

Key Dates Internal Events Reporting Dates

Roll Up the Rim to Win- February to April

Children's Foundation

Summer Camp Fundraiser- May to June

PeeWee Hockey

Sponsorship- October to February

Reporting will take place quarterly.

ROLES AND RESPONSIBILITIES

S O C I A L M E D I A

Marketing Director: Rachael Reh Responsibilities: Oversees implementation of all social media strategies including campaigns, PR and advertising. Manages entire social media department.

Social Media Manager: Kelly Johnson Responsibilities: Manage day-to-day social media activities and engagements. Create and maintain content.

Social Media Coordinator: Michael Hennings Responsibilities: Work with social media manager to develop content and make sure all social media efforts keep to the brand image.

Other key members: Chris Reynolds- Customer Service Support Holly Stevens- Digital Designer

SOCIAL MEDIA POLICY

We encourage you to share your Tim Hortons Cafe

& Bake Shop experience on our page through

comments, photos, videos, and links. Please be

respectful of the entire community, and adhere to

the posting guidelines of Facebook. The Tim

Hortons U.S. Facebook team reserves the right to

remove posts that are:

(a) abusive, defamatory, or obscene;

(b) fraudulent, deceptive, or misleading;

(c) in violation of any intellectual property right of

another;

(d) in violation of any law or regulation, or;

(e) otherwise offensive, graphically or in tone

SCENARIO 1:

Customer takes to Twitter to "rant" about a negative experience he or she had with

our brand.

Action Plan:

1. Detect tweet(s).

2. Alert Marketing Director and Social Media Manager.

3. Reply to customer's tweet in a timely manner saying we apologize for their

negative experience and would like to discuss the situation further in a direct

message.

4. Message customer directly.

(No pre-approved messaging, responses depend on the nature of the tweet).

C R I T I C A L R E S P O N S E P L A N

SCENARIO 2:

Tim Hortons staff member is being investigated for stealing money from Children's

Foundation Summer Camp fundraiser.

Action Plan:

1. All social media management team members meet to analyze all social media

mentions of the investigation.

2. Social Media Manager will handle all direct contact with concerned customers.

3. Social Media Coordinator will respond to any negative media coverage and will

respond to this coverage in a tone that reflects assurance that the issue is being taken

care of.

4. All social media management team members to monitor the situation..

Facebook: We understand that there is an ongoing investigation regarding one of our

team members. We at Tim Hortons assure all customers that this incident will not

affect any of our Children's Foundation Summer Camp recipients.

C R I T I C A L R E S P O N S E P L A N

Quantitative KPIs Data as of January 2018

M E A S U R E M E N T

A N D R E P O R T I N G R E S U L T S

S O C I A L N E T W O R K D A T A

Facebook posts have increased from one post per week to an average of three

posts per day.

The number of Twitter followers has increased by 11% in 10 months, which is only

a third of the 6,000 follower goal.

Over all three social media platforms, the average engagement rate has risen in

the last 10 months.

Quantitative KPIs Monthly average from February 2017 to December 2017

M E A S U R E M E N T

A N D R E P O R T I N G R E S U L T S

W E B S I T E T R A F F I C D A T A

Qualitative KPIs Community Engagement Analysis

An analysis of all Facebook, Twitter and Instagram posts made between the months

of October to December 2017, during peak PeeWee hockey season. There was a

significant number of videos and photos posted by team members and families

tagging our brand in the photo and/or post.