Know Where Coffee Social
Media StrategyOctober 2, 2016
Victoria Najmy
Table of Contents
1. Executive Summary
2 – 5. Social Media Audit
6 - 8. Social Media Objectives
9 – 11. Online Brand Persona and Voice
12. Strategies and Tools
13. Timing and Key Dates
14. Social Media Roles and Responsibilities
15. Social Media Policy
16. Critical Response Plan
17 – 19. Measurement and Reporting Results
Executive Summary
Our social media goals are to increase our following and and engagement across all platforms. Our
main goal is to grow awareness of our shop through social media to drive customers into the store.
To accomplish our goals we will:
1. Encourage conversations on our profiles
2. Post at effective times of the day
3. Post effective content
Social Media Audit As of September 30, 2016
Social Network URL
Follower Count
Average Weekly Activity
Average Engagement
Rate
Facebookfacebook.com/KnowWhereCoffee 1,3447 posts per week <1%
Twitter twitter.com/KnowWhereCoffee 341 1 post per week <1%
Instagraminstagram.com/KnowWhereCoffee 13563 posts per week 1%
Social Media Assessment
Assessment:Currently, the highest interaction is on Instagram based on follower ratio. Very little interaction is happening on all of the platforms and increasing engagement on all of them should be addressed moving forward.
Source Volume % of Overall Traffic Conversion Rate
Facebook 300 unique visits 5% 3.5%
Twitter 50 unique visits 1% 1%
Instagram 100 unique visits 2% 1.5%
Website Traffic Sources Assessment
Assessment:Currently, Facebook is the biggest driver of traffic to the website. Moving forward we plan to increase traffic to website via all platforms.
Age DistributionGender Distribution
Primary Social Network
Secondary Social Network Primary Need Secondary Need
80% 18-30 70% Female Instagram Facebook
Place to study. Doing something trendy.
Morning/afternoon pick-me-up.
10% 41-70 30% Male Twitter Facebook
Daily coffee.Between teachingtreat.
On-the—go treat.
5% 31-40 Facebook Twitter Daily coffee. None
Audience Demographics Assessment
Assessment:A very large majority of females visit the coffee shop compared to males. We plan to reach out to males via all social platforms.
Competitor Name Social Media Profile Strengths Weaknesses
Pascals @pascalscoffee
More likes onFacebook. Location. High foot traffic. PosiPositive words of mouth. Low interaction.
Starbucks @starbucksNational companywith loyal customers. No hometown feel.
Maude's @maudescafePositive word of mouth.
Little to no engagement. No instagram.
Competitors Assessment
Assessment:The biggest competitor is Pascal’s Coffeehouse because of their location and positive word of mouth. Starbucks is also a big competitor because it is so well known, but may attract a different type of customer. Maude’s Cafe is a competitor, but the shop is so far from campus that the foot traffic is not the same.
Social Media Objectives
Our primary focus social is to increase our following and and engagement across all platforms. Our main goal is to grow awareness of our shop through social media to drive customers into the store.
Specific Objectives:
1. Increase engagement on Twitter by 30%
a. Increase brand persona by interacting with customers
2. Increase engagement on Instagram by 20%
a. Increase traffic by using hashtags and promotions
3. Increase engagement on Facebook by 50%
a. Increase brand awareness by using Facebook ads
b. Increase brand persona by interacting with customers
4. Increase volume of video content on Facebook
Target Audience
Millennial University of Florida Students ages 18-34.
KPIs
1. Engagementandfollowersonall
platforms
2. SocialNetworkData
3. Websitetraffic
4. SentimentAnalysis
KeyMessages
1. Achillspottohangoutwith
friendsanddrinkqualitycoffee
2. Arelaxinghaventostudy
3. Trendyandhip
Online Brand Persona
Brand Words:
• Warm
• Chill
• Trendy
• Hipster
• Earthy
• Relaxing
• High quality
When interacting with customers:
• Fun
• Friendly
• Aware of fads
Strategies and Tools
Paid
• Influencers
• Boost posts
Earned
• Respond to posts
Owned
• Introduce hashtag
Approved Tools
• Hootsuite
• Adobe Suite
Timing and Key Dates
Key Dates
• Exam week
• Homecoming week
• First week from break
• National coffee day
Lead Time
• 2 to 3 weeks prior to
campaign
Reporting Date
• Once a quarter in
February, May, August
and November
Social Media Roles
Social Media Director: Victoria Najmy
Responsibilities: Develop social media strategy and assign roles. Respond to
issues that arise.
Social Media Manager: Megan Smith
Responsibilities: Work with Social Media Coordinator to implement strategy
and measure engagement
Social Media Coordinator: Nathan Marshall
Responsibilities: Carry out strategy by posting
Social Media Policy
Socialmediaisapartofusandourcustomerbase.Weuseittospreadmessages,interactwithourcustomersandgiveupdatesaboutourplans.Asanemployeeyouareexpectedtodemonstrateetiquetteandfollowthesebestpractices:1. Bestrespectful
2. Bepolite
3. Solveproblems
4. Acthelpfulandcourteous
5. Answerallquestionsandconcernsinatimelymanner
6. Neverdemeanthecompetition
ViolationoftheKnowWhereCoffeesocialpolicymayresultinterminationorlegalaction.
Critical Response Plan
Scenario 1: Inappropriate post from Know Where
Coffee
1. When tweet is detected
a. Take a screenshot
b. Delete post
c. Alert Victoria Najmy (Social Media
Director)
2. Victoria will take action to respond to the
post, address the situation internally and
report to media if necessary.
Scenario 2: Inappropriate post from follower to
Know Where Coffee
1. When tweet is detected
a. Take a screenshot
b. Alert Victoria Najmy (Social Media
Director)
2. Victoria will take action to respond to the
tweet, address the situation internally and
report to media if necessary.
All issues regarding social media will be handled by the Social Media Director, Victoria Najmy and addressed according to her discretion.
Measurement and Reporting ResultsAs of December 1, 2016
Source URL Follower Count
Average Weekly Activity
Average Engagement
Rate
Facebookfacebook.com/KnowWhereCoffee
3,000+123% growth 15 posts per week 20%
Twitter twitter.com/KnowWhereCoffee
400+17% growth 10 posts per week 12%
Instagraminstagram.com/KnowWhereCoffee
2,005+47% growth 5 posts per week
10%
Social Network Date
Source Volume % of Overall Traffic Conversion Rate
Facebook400 unique visits +33% growth 30% 10%
60 unique visits +2%growth
5% 2.3%
Instagram150 unique visits +5% growth 10% 5%
Website Traffic Sources Assessment
Assessment:All platforms increased following and engagement levels. Our social team has done a great job of monitoring the profiles and posting engaging content at appropriate times. Facebook has been the best outlet for us and we will continue to push Facebook ads.
Sentiment Analysis
An analysis of the posts and interactions on 100 Facebook posts, 100 Instagram posts and
100 tweets revealed the following:
1. The best time of day to post is in the morning and between 3pm – 6pm
2. Engaging with followers on their accounts encourages them to engage on our accounts
3. The biggest negative sentiment is related to menu selection
Proposed Action Items
1. Consider #iKNOWmycup campaign to encourage customers to post pictures of his or
her coffee and they will be entered into a drawing to win free coffee every day during
exam week
2. Create signage to promote social accounts
3. Encourage employees to interact on social accounts
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