Blaze PizzaSocial Media Strategy

By: Mauricio AlmenaraFeb. 21 2016

Table of Contents1. Executive Summary2. Social Media Audit 3. Social Media Objectives 4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

Executive Summary • The major social media priorities for Blaze Pizza will be to continue to

grow their social media presence and establish a connection with their audience. • Priority #1: Create different content and voice for Blaze’s different

social media accounts.• Priority #2: Create conversation with the audience to establish a

better connection.

Social Media AuditSocial Networks URL Follower Count Weekly Activity

(per week)Facebook Facebook.com/

BlazePizza143,985 3-5 posts

Twitter Twitter.com/BlazePizza

19,800 3-5 tweets

Instagram Instagram.com/Blaze Pizza

32,100 3-5 posts

Social Media Assessment• Currently, Facebook has the most number of followers with three to five posts per day. Twitter and

Instagram are a reflection of Facebook as the content are the same down to the time each post is created. Their s little engagement in all social media platforms due to the way the captions are structure.

• Blaze advertises to use the hashtag #BlazePizza however they don’t include it in their content. The most engagement is on Facebook.

Website Assessment Source Volume Percentage of Overall

TrafficConversion Rate

Facebook 4,500 unique visits 40 % 18.4%

Twitter 1,000 unique visits 10 % 4.6%

Instagram 2,000 unique visits 15% percent 6.9%

• Facebook is the biggest driver of traffic to Blaze’s website. However, Instagram is second because it displays pictures posted on Instagram on its main website (conversion rate 6.9%). Twitter stads behind with a 2.3% conversion rate.

Audience Demographics Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Needs Secondary Needs

10 % 12 - 17 51 % - Male 51 % - Male 40 % Instagram Trying to find a different option from the pizza chain restaurants.

Wanting an individual customizable pizza at a low cost.

40 % 18 - 23 49 % - Female 40 % - Female 25 % Facebook

20% 24 - 30 50 % Facebook 20 % Instagram

15 % 31-45 35 % Instagram

15 % 45 - 65 20 % Twitter

• Most of the survey respondents will come from the college demographic age group (18 -23). Facebook and Instagram their primary social networks with Twitter following behind. Tring to find a different restaurant that is not a delivery restaurants id the primary motivator. Wanting an individual pizza that can be customized to their like is their secondary needs.

Competition Competitor Name Facebook Profile Strengths Weaknesses

Domino’s Over 10 million likes Well established presence with over 10 million likes on Facebook.

Their posts lack a call to action and have no set hashtag. In addition, complaints on social media are not addressed.

Pizza Hut Over 27 million likes Complaints on social media are well addressed and on timeline manner. Has a well established page.

They lack a call to action on their posts. Lack a hashtag.

Papa John’s Pizza About 4 million likes Well advertised promotional deals as well as promotional videos that include celebrities.

For a national brand they are not as popular like the above restaurants.

Satchel’s Pizza About 20,000 likes Content is relatable with the Gainesville community.

Only Gainesville customers would like the page.

Social Media Objectives• Blaze Pizza’s primary objective will be to increase engagement from

customers by having original content that will drive customer participation through social media. • The company’s (three) social media accounts need to generate

different content to make them more unique and different from each other. • Blaze needs to focus on increasing their following on Instagram and

Twitter.

Online Brand Persona and Voice• Description of Brand• New• Young/College • Hipster/Urban • Unique

• Interaction with Customers• Informative • Interactive• Caring/Friednly

Strategies and Tools• Paid• Boost Facebook page and encourage customers to like/follow Instagram and

Tweeter within the comment. This should be done at least twice a month on a Wednesday at 3 p.m., the time when Blaze has the most activity on Facebook.

• Owned• Create content that has a call to action on Facebook and Instagram to

increase customer engagement. Content should be posted three times a week, excluding any promotional posts that would increase revenue. Two of the three posts should contain the hashtag #BlazePizza.

• Earned

Timing and Key Dates• Holiday Dates• Jan. 18 – MLK Day• Feb. 14 – Valentines Day• March 17 – St. Patrick's Day• May 5 – Cinco de Mayo• Sept. 5 – Labor Day

• University/School breaks • Feb. 27 – March 5 - Spring Break • Dec. 10 – Jan. 3 – Winter Break

Social Media Roles & Responsibilities• Senior Marketing Director: Jim Mizes • Social Media Manager: Kim Freer• Social Media Coordinator: John Azuu• Supporting Social Media Team• Isabella Smith• Michael Stein• Kevin Longs

Social Media Policy• Social media is part of our life and we want to share our daily activities, news

and plans. At Blaze, we understand the importance of building a relationship with our customer. As part of our mission, we expect to demonstrate a reliable and accurate use of social media using the following guidelines:• Be respectful• Be accurate and prompt• Post appropriate content • Be a source of help for the customers• Show enthusiasm• Use common sense• Ask for help if you have a concern.

Critical Response Plan• Inappropriate Post

• Record the post by taking a screenshot• Report the post to upper management starting with the SM Director

• If decision cant be made the report will travel up the latter until it reaches the Senior Marketing Director.

• Disciplinary action will be given by SM Director after final decision has been made• If any harm has been done, immediately take action to rectify the post

• Customer Dissatisfaction • Direct them by their name. Apologize for the inconvenience and direct them to the

customer info email address so they can explain the situation.

• Hack Account • Change the passwords to all social media accounts• Notify IT services • Immediately post an explanation of the accident

Measurement and Reporting Results Source Volume Percentage of Overall

TrafficConversion Rate

Facebook 18,000 + unique visitors 11 % growth

48 % 3.6 %

Instagram 4,000 + unique visitors 14 % 2.1 %

Twitter 3,000 + unique visitors 12 % 1.8 %

Social Network Data Social Network URL Follower Count Avg Weekly Activity Engagement Rate

Facebook /BlazePizza 11,821 ( 11 % growth) 3 posts 10 %

Instagram /Blaze Pizza 6987 ( 6 % growth) 5 posts 7 %

Twitter /BlazePizza 9,571 ( 9 % growth) 8 posts 12 %

Website Traffic Sources Assesment

Measurement and Reporting Results Pt. 2• Social media growth has increased by at least 6 % in all platforms,

with Facebook growing at 11 %. • The social media team has engaged the audience by having different

content on each platform aside from the content that can be found on all three. A key factor in growing our audience has been by utilizing the hashtag #BlazePizaa in out own content. We have been able tot track our post more precisely and start a community within our customers.