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Social media strategy

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Victoria Najmy

The social media strategy aims to increase engagement and followers across platforms like Facebook, Twitter, and Instagram to promote Know Where Coffee shop. Key objectives are to increase engagement rates by 30% on Twitter, 20% on Instagram, and 50% on Facebook. The target audience is millennial University of Florida students ages 18-34. Metrics like engagement, website traffic, and sentiment analysis will measure success. Regular reporting on metrics and adjustments to the strategy will take place quarterly.

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Know Where Coffee Social Media Strategy October 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 Facebook facebook.com/Know WhereCoffee 1,3447 posts per week <1% Twitter twitter.com/KnowW hereCoffee 3411 post per week <1% Instagram instagram.com/Know WhereCoffee 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 Distribution Gender 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/afternoo n pick-me-up. 10% 41-70 30% Male Twitter Facebook Daily coffee. Between teaching treat. 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 on Facebook. Location. High foot traffic. Posi Positive words of mouth. Low interaction. Starbucks @starbucks National company with loyal customers. No hometown feel. Maude's @maudescafe Positive 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. Engagement and followers on all platforms 2. Social Network Data 3. Website traffic 4. Sentiment Analysis Key Messages 1. A chill spot to hang out with friends and drink quality coffee 2. A relaxing haven to study 3. Trendy and hip
Online Brand Persona Brand Words: • Warm • Chill • Trendy • Hipster • Earthy • Relaxing • High quality When interacting with customers: • Fun • Friendly • Aware of fads
Social media strategy
Social media strategy
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 Social media is a part of us and our customer base. We use it to spread messages, interact with our customers and give updates about our plans. As an employee you are expected to demonstrate etiquette and follow these best practices: 1. Best respectful 2. Be polite 3. Solve problems 4. Act helpful and courteous 5. Answer all questions and concerns in a timely manner 6. Never demean the competition Violation of the Know Where Coffee social policy may result in termination or legal action.
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 Results As of December 1, 2016 Source URL Follower Count Average Weekly Activity Average Engagement Rate Facebook facebook.com/Know WhereCoffee 3,000 +123% growth 15 posts per week 20% Twitter twitter.com/KnowW hereCoffee 400 +17% growth 10 posts per week 12% Instagram instagram.com/Know WhereCoffee 2,005 +47% growth 5 posts per week 10% Social Network Date
Source Volume % of Overall Traffic Conversion Rate Facebook 400 unique visits +33% growth 30% 10% Twitter 60 unique visits +2%growth 5% 2.3% Instagram 150 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
Social media strategy

More Related Content

Social media strategy

  • 1. Know Where Coffee Social Media Strategy October 2, 2016 Victoria Najmy
  • 2. 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
  • 3. 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
  • 4. Social Media Audit As of September 30, 2016 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook facebook.com/Know WhereCoffee 1,3447 posts per week <1% Twitter twitter.com/KnowW hereCoffee 3411 post per week <1% Instagram instagram.com/Know WhereCoffee 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.
  • 5. 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.
  • 6. Age Distribution Gender 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/afternoo n pick-me-up. 10% 41-70 30% Male Twitter Facebook Daily coffee. Between teaching treat. 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.
  • 7. Competitor Name Social Media Profile Strengths Weaknesses Pascals @pascalscoffee More likes on Facebook. Location. High foot traffic. Posi Positive words of mouth. Low interaction. Starbucks @starbucks National company with loyal customers. No hometown feel. Maude's @maudescafe Positive 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.
  • 8. 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
  • 9. Target Audience Millennial University of Florida Students ages 18-34.
  • 10. KPIs 1. Engagement and followers on all platforms 2. Social Network Data 3. Website traffic 4. Sentiment Analysis Key Messages 1. A chill spot to hang out with friends and drink quality coffee 2. A relaxing haven to study 3. Trendy and hip
  • 11. Online Brand Persona Brand Words: • Warm • Chill • Trendy • Hipster • Earthy • Relaxing • High quality When interacting with customers: • Fun • Friendly • Aware of fads
  • 14. Strategies and Tools Paid • Influencers • Boost posts Earned • Respond to posts Owned • Introduce hashtag Approved Tools • Hootsuite • Adobe Suite
  • 15. 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
  • 16. 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
  • 17. Social Media Policy Social media is a part of us and our customer base. We use it to spread messages, interact with our customers and give updates about our plans. As an employee you are expected to demonstrate etiquette and follow these best practices: 1. Best respectful 2. Be polite 3. Solve problems 4. Act helpful and courteous 5. Answer all questions and concerns in a timely manner 6. Never demean the competition Violation of the Know Where Coffee social policy may result in termination or legal action.
  • 18. 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.
  • 19. Measurement and Reporting Results As of December 1, 2016 Source URL Follower Count Average Weekly Activity Average Engagement Rate Facebook facebook.com/Know WhereCoffee 3,000 +123% growth 15 posts per week 20% Twitter twitter.com/KnowW hereCoffee 400 +17% growth 10 posts per week 12% Instagram instagram.com/Know WhereCoffee 2,005 +47% growth 5 posts per week 10% Social Network Date
  • 20. Source Volume % of Overall Traffic Conversion Rate Facebook 400 unique visits +33% growth 30% 10% Twitter 60 unique visits +2%growth 5% 2.3% Instagram 150 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.
  • 21. 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