Chick-Fil-AKylie Johnson, Feb. 16, 2017
Table of Contents
• Cover Page• Table of Contents• Executive Summary• Social Media Audit• Social Media Objectives• Online Brand Persona and
Voice
• Strategies and Tools• Timing and Key Dates• Social Media Roles and
Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting
Results
Executive Summary• Our major social media priorities for 2017 will be growing our
online presence.• The primary focus will be to drive more traffic to our website
through our social media outlets by sharing original content posts more consistently.
• Two major social strategies will support this objective:• 1. Increase the volume of original content we publish on our social profiles,
especially Twitter.• 2. A plan to increase the consistency of content we publish.
Social Media Audit
• The following is an audit of Chick-Fil-A Inc. social media presence to date. It includes an assessment of social networks, web traffic, audience demographics, and a competitor analysis.
Social Media Assessment
Social Network
URL Follower Count
Avg Weekly Activity
Avg Engagement Rate
Facebook.com/ChickfilA
7,654,349
3 posts per week
11%
Twitter Twitter.com/Chickfila
795.1K 100 per day (mostly replies)
6%
Instagram.com/chickfila
635K 3 posts per week
4%
• Data as of February 16, 2017• Social Media Assessment: At
present time, the highest number of interactions per post occurs on Facebook,
followed by Twitter.
Website Traffic Sources Assessment
• Timeframe: Monthly average, August 2016 to January 2017
• Traffic Summary: Currently, Facebook is the biggest driver of traffic to our website. The conversion rate (conversion goal = orders made online)
Source Volume % of Overall Traffic
Conversion Rate
Facebook 3000 unique visits
20% 2%
Twitter 1000 unique visits
5% 3%
NO DATA NO DATA NO DATA
Audience Demographics Assessment
• Survey distributed in January via email and upon visitor registration. Total applicant responses: 1500
• An overwhelming majority of survey respondents are in the 18-30 age group. Facebook and Instagram are their core social networks. Healthy, fast good are primary motivators for eating at Chick-Fil-A. Energies should be dedicated to further develop Facebook content and engagement.
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
70% 18-3020% 31-405% 41-555% 56-80
60% Female40% Male
60% Facebook30% Instagram10% Twitter
50% Facebook 35% Instagram15% Twitter
Fast food Customer Service
Competitor AssessmentCompetitor Name
Social Media Profile
Strengths Weaknesses
KFC FB: KFC Frequent, well branded posts. Replies to comments often.
Low engagement. Most posts are ads.
Popeyes Instagram: popeyeslouisianakitchen
Uses photos to showcase how “finger-lickin’ good” their food is.
Inconsistent posting. Not a lot of interaction.
Sonic TW: sonicdrivein Good mix of original content and replies.
Needs to build up their following.
Social Media Objectives• In 2017, the primary focus of our social media strategy will be to drive more
traffic to our website through our social media outlets. In order to do so, our social media priorities will be growing our online following by consistently posting more original content.
• Some specific objectives include: • 1. Increase unique visitors from social properties to website by 30% in 6 months.
• Increased brand awareness through increased interactions on Facebook. • Increased use of brand hashtags across all social platforms
• 2. Increase Instagram followers by 200K in 6 months.• 3. Increase volume of original content published on Twitter by 40% in 6 months.
Social Media Objectives
Demographic Representation
KPIs and Key MessagesKPIs1. Number of unique visitors from
Facebook, Twitter and Instagram
2. Number of interactions on Facebook
3. Number of Instagram followers4. Sentiment Analysis
Key Messages• Fast and family friendly• Hospitality
Online Brand Persona and Voice
Adjectives that describe our brand:• Positive• Family-friendly
When interacting with customers we are:• Cheerful• Friendly• Personable
Strategies and Tools
Strategies• Paid:
• Boost one popular Facebook post every week• Purchase Instagram sponsored ads
• Owned:• Follow a social media content calendar• Introduce #EatMoreChicken to company Twitter posts.
Encourage adoption by customers and source a minimum of 3 pieces of user-generated content to RT per week
• Earned: • Optimize SEO by monitoring Twitter for keywords and
terms: chicken, cow, cows, fastfood, sandwich, biscuit
Tools• Approved Tools:
• Buffer• Hootsuite
• Rejected Tools: • N/A
• Existing Subscriptions/Licenses:• N/A
Timing and Key DatesHoliday Dates:• New Year’s• Valentine’s Day• Easter• St. Patrick’s Day• Fourth of July• Halloween• Christmas
Internal Events:• Cow Appreciation DayReporting Events:• Reporting events will
happen at the beginning of every quarter
Social Media Roles and Responsibilities
Marketing Director – Steven A RobinsonSocial Media Manager – Andrew BryanSocial Media Coordinator –Steve ZaroffSupporting Social Media Team Members – Neil Frauenglass and Veronica Bertran
Social Media Policy
• Be helpful to customers• Respond to any comments/messages in a timely manner• Do not post any negativity• If you aren’t sure if you can post something, ask before you
post.• Be polite• Use common sense
Critical Response PlanScenario One: A social profile is hacked from the outside.Action Plan1. When post is detected:
• Delete post and alert Andrew Bryan. Andrew will then change all social media account passwords.
2. Pause and reevaluate all scheduled posts. Prescheduled posts may not set the right tone.
3. Push pre-approved message to social platforms.
Pre-approved message: “We apologize for the mess that has been created. We have unfortunately been hacked. We are working hard to resolve this as soon as possible. Thank you for your patience.”
Critical Response Plan
Scenario Two: inappropriate post from Chick-Fil-A (on any platform)Action Plan1. When post is detected:
• Screenshot post, Delete post, Alert Andrew Bryan (Social Media Manager) If you cannot reach Andrew, alert Steven Robinson (Marketing Director)
2. Executives will sync to assess impact and reach, and discuss further plan of action
3. Executives will develop a follow up post, approved by Steven.
4. Andrew and Steven will then find employee responsible for post and determine further action and discipline, if needed.
Measurement and Reporting Results
Quantitative KPIsReporting Period: 3 months
Data as of May 15th, 2017
• Website Traffic Sources Assessment• Timeframe: Monthly
average, February 2017 to April 2017
Source Volume % of Overall Traffic
Conversion Rate
Facebook 4000 unique visits (+10% growth)
12% 3%
Twitter 1,250 unique visits (+12% growth)
27% 2%
Instagram NO DATA NO DATA NO DATA
Measurement and Reporting Results
Social Network Data. Timeframe: as of April 1st, 2017
• Projected growth for our objectives are all on track. While the average weekly activity stayed the same, the amount of original content increased by 20%.
Social Network
URL Follower Count
Avg Weekly Activity
Engagement Rate
Facebook Facebook.com/chickfila
8,500,000 (+10% growth)
Once a day 13%
Twitter Twitter.com/chickfila
900K (+12% growth)
100 posts per day(no change)
9%
Instagram Instagram.com/chickfila
750K (+12% growth)
6 posts per week
6%
Measurement and Reporting Results
#EatMoreChicken Hashtag Performance• Between February 1st, 2017 and May 1st, 2017 the hashtag
was mentioned on Twitter 345k times. • About 300 posts published with the hashtag yielded
higher than average numbers of reply interactions.
Measurement and Reporting Results
Qualitative KPIsSentiment AnalysisAn analysis of the interactions on 100 Facebook posts, 100 Twitter posts, and 100 Instagram posts revealed the following:• The biggest driver of positive sentiment is related to customer
service. Most including stories and photos of their experience.• The biggest topic of negative sentiment is related to the company’s
beliefs and religion.
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