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Social media strategy
- 1. By Caraline Harwood June6, 2018 Social Media Strategy 1
- 2. Table of Contents 1.Cover Page ………………………………….………..…...Slide 1 2. Table of Contents …………………………..…......Slide 2 3. Executive Summary ………………….…...…….Slide 3 4. Social Media Audit Social Media……………………………...…...….Slide 4 Website Traffic …………………………..….….Slide 5 Audience Demographic …..…………..Slide 6 Competitors …………………………………...….Slide 7 5. Social Media Objectives Business Goals ……………..…………...….….Slide 8 KPIs ……………...……………………..…………….….Slide 9 Key Supporting Messages ..…...….Slide 10 2 6. Online Brand Persona and Voice …………..…..Slide 11 7. Strategies and Tools ………………………………....……..Slide 12 8. Timing and Key Dates ……...………………………...…..Slide 13 9. Social Media Roles and Responsibilities ....Slide 14 10. Social Media Policy ……………………………….....……..Slide 15 11. Critical Response Plan Scenario One ………….…………………………..….……..Slide 16 Scenario Two ………………………………...……….……..Slide 17 12. Measurement and Reporting Results ○ Quantitative KPIs ..……………….…….……..Slide 18 ○ Qualitative KPIs ……………...….…..………....Slide 19
- 3. Executive Summary We planon improving our social medias to help grow the Shake Shack brand and reach business goals. Our social media accounts will be used as a platform to interact with customers, share content, and establish relationships with our followers. By doing so we hope to gain current customers loyalty, improve their overall experience, and gain potential new customers. 3
- 4. Social Media Audit-Social Media Assessment Date: April 1, 2018 Assessment Summary Instagram is currently Shake Shack's strongest social media platform, as it has the most followers, and highest engagement rate. The company's youtube channel is weakest out of its social media accounts which is why we are no longer using it and have focused our efforts elsewhere . 4 Social Network URL Follower Count Average Weekly Activity Average Engagement Twitter https://twitter.com/shakeshack 76,300 7 posts per week 0.05% Instagram https://www.instagram.com/shakeshack/ 444,600 5 posts per week 0.08% Facebook https://www.facebook.com/shakeshack 308,000 5 posts per week 0.008% Linkedin https://www.linkedin.com/company/shake-sh ack---madison-square-park/ 12,000 .5 posts per week 0.06% Youtube https://www.youtube.com/shakeshack 1,400 Inactive Inactive
- 5. Social Media Audit-Website Traffic Sources Assessment Date: April 1, 2018 Assessment Summary Out of all our social medias, Instagram currently drives the largest amount traffic to our website and has the highest conversion rate. Twitter and Facebook are the next leading social media website traffic sources. Linkedin contributes very little to our website traffic and our youtube is inactive. 5 Source Volume % of Overall Traffic Conversion Rate Twitter 9,500 unique visits 0.5% 10% Instagram 18,000 unique visits 1.6% 15% Facebook 14,400 unique visits 1.4% 13% Linkedin 195 unique visits 0.1% 6% Youtube Inactive Inactive Inactive
- 6. Social Media Audit-Audience Demographic Assessment Date: April 1, 2018 Assessment Summary Majority of the people of Shake Shack's social media platforms are young, and are interested in a place to get food and enjoy what Shake Shack has to offer. 6 Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 70% - 18-30 20% - 31-40 8% - 41-55 2% - 56-80 55% - Male 45% - Female 50% - Instagram 40% - Facebook 10% - Twitter 50% - Facebook 40% - Instagram 10% - Twitter A restaurant to eat at. An experience and a place to meet up with friends and eat.
- 7. Social Media Audit-Competitor Assessment Assessment Date: April 1, 2018 Assessment Summary The three major competitors across Facebook, Twitter, and Instagram all tend to post very high quality photos that express their brand well. To gain customer engagement and loyalty it could be good to reply to every mention on twitter, and reply to comments on Facebook and Instagram. The posts that tend to do the best are ones that gain followers attention and encourage interaction. 7 Competitor Name Social Media Profile Strengths Weaknesses Steak n' Shake https://www.facebook.com /steaknshake/ They have a lot of followers and presence on facebook. Very good at expressing their brand through frequent posts. Although they have a lot of followers, there engagement seems low. Taco Bell https://www.instagram.co m/tacobell/ They have a lot of followers and get a decent amount of user engagement on each post. Their photos are high quality and eye-catching, and make people want to eat there. They do not post that frequently. Their posts tend to lack reasoning and purpose. McDonald's https://twitter.com/McDon alds Very high engagement with people, reply to every tweet they get. Their posts encourage people to go and eat there. Every post is well thought out and includes eye-catching photos or videos Their posts do not tend to get a lot of retweets and favorites. There twitter is mainly used for replying to tweets
- 8. Social Media Objectives-Business Goals Overall Business Goals: The primary business goal is to grow our social medias to increase revenue. Social media accounts will be used as a way to gain and grow our relationships with potential and current customers, and to get them to eat at our restaurants more frequently. Social Media Objectives to Support Business Goals: ● Increase our social media following by 10% in the next 6 months by increasing engagement and post content across all social media platforms. ● Increase the amount of posts made by customers about Shake Shake through the use of hashtags, geotags, and interactions. ● Increase engagement with followers by replying to every mention on twitter, responding to comments on instagram and facebook, and liking customers photos at Shake Shack on Instagram 8
- 9. Social Media Objectives-KPIs Quantitative: ● Number of followers on Instagram, Twitter, and Facebook ● Amount of customer engagement Qualitative: ● Customer feedback ● Post content and quality 9
- 10. Social Media Objectives-Key Supporting Messages Key Supporting Messages: ★ High quality, fast, and fun place to eat ★ Social awareness and responsibility ★ We value and care strongly about our customers and their experiences 10
- 11. Online Brand Personaand Voice Adjectives That Describe Our Brand: Examples of Brand Voice in Social Media Interactions: 11 ● Clean ● Fast ● Casual ● Socially and Ethically Responsible ● Friendly ● Diverse ● Quality ● Fun
- 12. Strategies and Tools Strategiesto Support Our Social Media Objectives: Paid: ● Hire social media influencers ● Boost Facebook posts Owned: ● Drive customers to use the hashtag #shakeshake through the use of using it throughout social media posts and by encouraging customers to post there photos using the hashtag at physical locations. ● Post interactive content to increase customer engagement and grow followers across all social media platforms Earned: ● Motivate in store customers to follow Shake Shacks social media accounts by offering a coupon. If they follpw our social media they are likely to come to Shake Shack more frequently and it will grow our social media platforms. ● Have gift card giveaways on social media platforms that require people to share the post in order to be entered. That way people share our social media with their followers. Tools: Approved: Hootsuite and Upcontent Rejected: N/A Existing Subscriptions/ Licenses: Photoshop 12
- 13. Key Dates andTiming Key Dates ● May 28th - Memorial Day / National Burger Day - Traditionally a lot of people are eating burgers on this day, appeals to all Americans ○ Lead Time: 3 months ● June - Gay Pride Month - As a company Shake Shack is very supportive of the LGBTQ+ community and now is a time to capitalize on that ○ Lead Time: 5 months Internal Events ● December- Limited-Edition Holiday Shakes - Advertise across social medias ○ Lead Time: 6 months ● May 1st - Annual Great American Shake Sale - a company-wide cause marketing initiative to raise awareness and funds for No Kid Hungry, a campaign focused on ending childhood hunger in America ○ Lead Time: 3 months Reporting Dates ● First day of every other month- February 1st, April 1st, June 1st, August 1st, October 1st, December 1st 13
- 14. Social Media Rolesand Responsibilities Social Media Director: John Responsibilities: Creates social media strategy that supports company's goals, makes sure that social media strategy is effective and profitable for Shake Shack. Insures that social media strategy is being followed, and approves social media campaigns. Social Media Manager: Samantha Responsibilities: Make sure deadlines are being met, makes sure branding is cohesive across all social media platforms, suggests improvements or alterations to social media strategy, studies social media and develops plans ways to grow overall following and interactions. Social Media Coordinator: Nick Responsibilities: Plans campaigns, creates posting schedule, delegates tasks, and approves posts across all social media platforms 14
- 15. Social Media Policy Wevalue our customers and through social media, we plan to provide them with content they will enjoy, updates, and customer service. Social media platforms will be used as a way to gain customers while also expressing our brand and its values. To insure that our social medias express our business goals and follow our company's values simple guidelines must be established. Shake Shack takes our social media seriously, as it is a direct reflection on us as a business and we have a responsibility to uphold our image. Any violations of our social media guidelines will result in the immediate suspension of employment and an investigation into the matter may result in termination of employment. Shake Shack also reserves the right to take legal action if we believe it to be appropriate. If you are unsure about our policy or have any questions regarding it please speak to your manager. We value our employees and it is expected that they will do there duty to act in a way that is a line with our values. 15 ● Always use a friendly approach ● Respectful towards everyone ● Will take every action to improve customers experience ● Only post content we think our followers will enjoy ● Customers are our main priority ● Incourage positivity ● Nothing that could be controversial or offensive ● Posts should have purpose and should contribute to our overall social media goals
- 16. Critical Response Plan-Scenario One Scenario: Influencer with a large following on social media mentions Shake Shack in a negative way. Action Steps: 1. Publically address situation by being apologetic and explaining that what ever happened is not a representation of Shake Shack as a brand, and that we are taking action to prevent whatever happened. 2. Reach out to influencer directly, try to get details on situation, and rectify any problems, 3. Be empathetic to their situation. Reiterate to influencer that whatever happened is not a representation of Shake Shack as a brand, and that we are taking action to prevent whatever happened. 4. Depending on if it is appropriate, ask influencer if they would delete or address the situation over there platform. 5. Depending on situation, offer a gift card or reimbursement Pre-approved Messaging: “(Influencer name), we are so sorry and apologize for the experience you had. Please respond to our direct message so we can get information to insure that this does not happen to someone again. We take matters like this very seriously as it goes against the values we stand behind.” 16
- 17. Critical Response Plan-Scenario Two Scenario: News breaks that Shake Shack has caused 6 cases of food poisoning. Action Steps: 1. Depending on how much attention is on the issue throughout media determine if it is appropriate to address it across social medias. If deemed appropriate we make posts across social media when the time is right, insuring that the action has been taken to prevent any food borne illness and the problem has been rectified. 2. Release statement on website and to news sources on specific details of the situation, detailed list of actions that have been taken to fix the problem, and provide assurance that the situation has been resolved and that it is our main priority to keep our customers safe. 3. Reach out to everyone affected by the outbreak with extreme precaution. Give them our sincerest apologies and if appropriate offer them with compensation. Explain to them that we have taken every action possible to prevent a similar issue from arising again and explain that our customers safety is our main priority and we are disappointed in the negligence that occured. Pre-approved Messaging: ● Facebook/ Twitter/ Instagram- Use discretion- “Customers are our highest priority at Shake Shack and we promise to take the measures necessary to insure your safety.” ● News/ Website- Formal report on situation, action taken, rectification, apologies, and express how much our customers safety means to us 17
- 18. Measurement and ReportingResults- Quantitative KPIs Reporting Period: 2 months Social Network Data: 18 Social Network URL Follower Count Average Weekly Activity Average Engagement Twitter https://twitter.com/sh akeshack 77,537- +1.5% 8 posts per week- +14% 0.07% Instagram https://www.instagra m.com/shakeshack/ 468,000- +5% 7 posts per week- +40% 1% Facebook https://www.faceboo k.com/shakeshack 317588- +3% 7 posts per week- +40% 0.01% Linkedin https://www.linkedin. com/shakeshake/ 12233- +0.5% 1 post per week- +50% 0.09% Youtube https://www.youtube. com/shakeshack 1,468 - +6% Inactive- no change Inactive- 60% Website Traffic Data: Source Volume % of Overall Traffic Conversion Rate Twitter 10,000 unique visits- +5% growth 1% 14% Instagram 20,000 unique visits- +1% growth 3% 20% Facebook 15,000 unique visits- +4% growth 2% 15% Linkedin 200 unique visits- +0.5% growth 0.15% 5% Youtube Inactive Inactive Inactive
- 19. Measurement and ReportingResults- Quantitative KPIs Results Assessment: ● Our instagram account has been the most successful in follower growth over the past two months, and we are on track to hit 500,000 followers within the following 6 months. Growth across the instagram platform could be contributed to customers and influencers tagging us and using our hashtag, #shakeshack, in posts sharing experiences. ● Offering customer service via twitter has grown our relationships and engagements with our customers as well as growing our following ● Posts that are eye-catching, visually appealing, and eye catching seem to receive the highest amount of enteractions. ● Linkedin followers are interested is the business and branding aspects of Shake Shack. Linkedin could be used as a platform for Shake Shack to connect with like-minded, qualified and innovative people to employ within our company. 19
- 20. Measurement and ReportingResults- Qualitative KPIs Sentiment Analysis: ● Posts that have purpose and interest our followers result in the most interactions and positive feedback ● Offering customer service via twitter has grown our relationships with our customers and has improved there overall experience 20