(Local Business)Social Media Strategy

Deborah HanFebruary 12, 2017

Table of Contents…

1. Executive Summary2. Social Media Audit3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and

Responsibilities 8. Social Media Policy9. Critical Response Plan 10.Measurement and Reporting Results

Executive Summary

Our goals within social media are to build a stronger relationship with our customers in order to increase customer loyalty.

Next step goals…- Prioritize promoting our Facebook page and Instagram- Encourage check-in’s when people purchase food/drinks - Post more frequently on Instagram (photos of different drinks that are

offered, plus foods.) Encourage customers to try new things or learn a few of the components of their drinks.

Social Media AuditSocial Media

URL Followers Average Weekly Activity

Average EngagementRate

FACEBOOK https://www.facebook.com/CuriaOnTheDrag/?hc_ref=SEARCH

2,589 2 posts per week

20% posts: 100+ likes80% posts: 15-20 likes

INSTAGRAM https://www.instagram.com/curiaonthedrag/

1,521 1 post per week

Avg: 80-90 likes per photo

Social Media AuditAge Distribution

GenderDistribution

Social NetworkUsage

Primary Need

SecondaryNeed

90%20-30

10%30+

50% Female

50%Male

70% Facebook

30%Instagram

Getting a quality cup of coffee with a peaceful & pleasing atmosphere.

Having a quiet environment to study with coffee to energize.

Social Media Audit: CompetitorsCompetitor Name

Social Media Strengths Weaknesses

Coffee Culture Facebook:https://www.facebook.com/CoffeeCultureGVL/

Instagram:https://www.instagram.com/explore/locations/253246561/coffee-culture/

Strong local coffee shop with good customer loyalty. Quiet environment, good quality coffee, events to build customer relationships and community.

Not optimal location, small/limited parking lot. Environment is not as visually pleasing as other coffee shops nearby.

Pascals Facebook:https://www.facebook.com/pascalscoffee/

Instagram: https://www.instagram.com/pascalscoffee/

Very strong customer loyalty, very good interior design. Quality coffee/drinks, and lovely atmosphere.Located right on campus, very easily accessible.

Very small parking lot, hard to find a spot if driving a car. Because it’s a popular spot, it quickly gets busy and sometimes difficult to find a seat.

Social Media Objectives1. Promote social media outlets more in store when customers

purchase food/drink. (Primarily Instagram)2. Because of environment, utilize opportunity to promote

through pictures. Ask customers to hashtag their Instagram photos and repost some favorites on official Curia on the Drag Instagram page.

3. Increase Facebook likers/followers by 1,000 in 6-8 months4. Increase Instagram average likes by 100 within 6 months and

followers by 1,000 within 6-8 months.

Social Media Objectives: Demographics Get more photos with customers!

Encourage customer loyalty by requesting photos of and with customers.

Currently no photos which show customer demographics. Include that within social media objectives:- Photograph customers more (with permission) and upload to social media (both Facebook and Instagram) to create customer face.

Online Brand Persona and VoiceDescription of business/brand:

- Hipster café - Local business (specific to Gainesville, FL.)- Quality coffee- Aesthetic atmosphere- Friendly baristas

Strategies and ToolsPost on Facebook for every upcoming event. Promote events such as art gallery nights, yoga on the lawn, and guest organizations or people who come for Q&A sessions or live discussion nights.

Follow the important events with a post on Instagram with a photo representing or related to event or occasion.

Tools consist mainly of social media outlets (Facebook & Instagram), hashtags #curiaonthedrag #curiaoffthedrag, and customer’s social media check-ins.

Timing & Key DatesYoga on the Drag: by announcement

Other past events:

Social Media Roles and Responsibilities Curia on the Drag owner: creator of social media outlets (Facebook and Instagram)

Employees have the passwords and post accordingly, depending on whoever is working and has the schedule for upcoming events.

Some roles that should be identified:- Events coordinator- General social media manager (oversees all posts, creates flow between posts)- Social media audit manager (collects customer data/demographics)

Social Media Policy- Make sure everything posted on social media is viewer friendly:- (Non-offensive material)- (No vulgarity/explicit language)- Respectful to all customers. No discrimination by any means. - Exceed customer expectations (with proof of good service,

friendliness, and brand consistency)- Be responsive on social media (don’t only post but reply to

customer’s comments- whether positive or negative)- Express both “thank you” and apologize when necessary

Critical Response Plan1. Injuries (Employee or customer)

- Have first aid kit easily accessible- Stop everything and attend to

situation (if necessary, dial 911, if not get materials necessary to fix situation/help injured person

- Make sure they are completely OK before leaving them or sending them on their way. (Offer to do whatever is needed to ensure their satisfaction with care and well-being.)

2. Angry customer/inappropriate behavior

- Assess situation (if danger is presented, dial 911, if not, tend to situation immediately in whatever way necessary)

- Bring or contact manager so proper handling of situation is ensured

- If customer is angry, do your best to calm them down. Do not get upset/raise voice/act aggressive. Do whatever it takes to make the situation calmer.

- Make sure other customers do not feel threatened.

Measurement and Reporting results(No current measurements.) Goals for measurement and future reports:- Calculate social media traffic (likes, followers)- Collect customer demographic information to get to know current customers

better. (In order to take the right steps in customer service direction and in growing social media outlets)

Tips for future action plans:- Promote social media more when customers come into store- Use customer’s instagram photos (with permission) to build relationships +

advertise!)