philz coffee social media strategy (final project)
DESCRIPTION
This is the slide deck for our group's final presentation for Michael Brito's Social Business Course.TRANSCRIPT
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Social Media Strategy
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Our mission is to increase brand awareness, enhance the brand experience, and
amplify the share of voice of Philz Coffee in the Bay Area
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Goals & Objectives
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to increase the volume of share of voice 25% by the end of the �scal year
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To increase brand awareness by 65% by the end of the quarter.
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To unify the Philz Co�ee brand presence by the end of the quarter
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Strategies
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Utilize employees to amplify brand experience
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Utilize community engagement platforms to increase brand awareness
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Apply the Hub-and-Spoke organizational model to the Philz Co�ee brand
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Engage with in�uencers and advocates to promote the brand
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Tactics
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employees will participate in social media by adding music to the Philz Co�ee Spotify playlist
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Utilze platforms such as Fancorps and Instagram to encourage community involvement and amiplify the brand experience
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Designate a social media team under a social media policy
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Find and engage with online in�uencers and the communites they operate in by using social listening software
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Create social media policies to address employee behavior when
engaging online
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Train employees on how to blog, use Twitter, and be conversational when interacting in the community
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Practice basic community management to monitor content
and facilitate conversations
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Yes
Venting CustomerUses social media platforms to complain.
A response might not be necessary. In many cases they are seeking attention
from their network.
Passive CustomerIn need of customer support, but isn't
actively seeking a responseUses #fail hashtag
• Contact customer directly to fix problem.
Social Media Response Process
EvaluateEvaluate
No
Customer AdvocateTalks about a product
even if he or she is ignored.• Recognize advocates • Invite to private communities •Ask for specific feedback.
Future CustomerNew or current customers
seeking advice from social networks.• Engage customer directly by letting them know of new products/promosRespondRespond
Collaborative CustomerUses social media to make suggestions using @mention.• Add to list for future product
launches and promotions.
AssessAssess
DO YOU R ESPOND ?
Used-to-Be CustomerUses social media to express angry
review of company or product.• Proactively reach out and offer
complimentary promotion.
IS THE S OC IAL M EDIA POST POS ITIVE OR
B ALANCE D?
&C USTO MER
TYPE
{{
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Sample ContentIt's hump Wednesday. What Philz blend gets you through the day? #philzaday
Get an iced mint mijito while it's still hot out at your favorite Philz location. INSTAGRAM LINK
In case you missed open mic last night, watch our exclusive video of all of the performances!
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Share of Voice on News, Blogs, Forums, and Twitter
BarefootBlue BottlePhilz
45%
18%
37%
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Summary
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M e e t t h e T e a m@
jpra
strullo
@jm
altu
ra
@cyberm
egan
@squin
te6
@ja
ym
ebia
ncasy
@w
ayto
che
@hannbears
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Social Media Strategy
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Social Media Strategy