Social Media StrategyBy: Micayla Kinder

TABLE OF CONTENTS1.Cover Page and Table2.Table of Contents3.Executive Summary4.Social Media Audit 5.Social Media Objectives6.Online Brand Persona and Voice7.Strategies and Tools8.Timing and Key Dates 9.Social Media Roles and Responsibilities 10.Social Media Policy 11.Critical Response Plan 12.Measurement and Reporting Results

Executive Summary

• Our primary goal is to represent our company’s incredible quality, fresh ingredients and family focus in the best light possible through our social media platforms. We desire to post engaging content to connect with followers, gain support and increase revenue.

• Our strategies to support this goal are:• 1. Post relevant, relatable and entertaining content based on

follower’s interests.• 2. Post content on a regular basis to actively interact with

followers

Social Media AuditSocial Network URL Follower Count Average

Weekly ActivityAverage Engagement Rate

Twitter https://twitter.com/ChickfilA

796K 5 posts per week 3%

Facebook https://www.facebook.com/ChickfilA/

7M 6 posts per week 5%

Instagram Instagram username: chickfila

637K 3 posts per week 3%

LinkedIn https://www.linkedin.com/company-beta/10768?pathWildcard=10768

65K 1 post per month 2%

Social Media Assessment

Social Media Audit

Social Network

Volume Percentage of overall traffic

Conversion Rate

Twitter 9,000 unique visits

25% 3.5

Facebook 15,000 unique visits

50% 5.5

Instagram 6,000 unique visits

NO DATA NO DATA

LinkedIn 4,000 unique visits

15% 1.6

Website Traffic Source Assessment

Social Media/Traffic Summary: Currently Facebook is receiving the most engagement and has the highest number of interactions. LinkedIn has the least amount of engagement and that should be something our team should be aware of and working to improve. Facebook is also the biggest driver of traffic to our company website.

Social Media AuditAge Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

30% 18-3020% 31-4020% 41-5510% 56-80

65% Female35% Male

50% Facebook40% Twitter

30% Instagram20% LinkedIn

Providing customers with quality food and a quality experience.

Being focused on family and community outreach

Audience Demographics Assessment

Audience Summary: Our audience is spread out amongst a variety of age groups with the majority being young-middle aged adults. Facebook and Twitter appear to be doing very well but because so little interactions are taking place on LinkedIn efforts should be made to increase customer engagement.

Social Media AuditCompetitor Name

Social Media Profile

Strengths Weaknesses

KFC FB: Consistent engaging and visual posts. They have themed content posted on a weekly basis

Negative customer feedback

McDonalds Instagram: They have a good combination of images and video

They only have 2.1 M followers

Pizza Hut Twitter: Content posted consistently throughout the week

Low engagement levels due to very few likes and retweets on content.

Competitor Assessment

Competitor Assessment Summary: Based on our analysis and observation, Chick-fil-A is doing much better in many areas than their competitors. One thing we noticed that gets a lot of engagement is video so it would most likely be beneficial to include video in more of our content.

Social Media Objectives• Our objectives in order to keep content both relevant and

continuous to gain followers are:• 1. Increase the number of Facebook, Instagram & Twitter

followers by 30%• 2. Have at least 2 Facebook posts, 5 Tweets and one Instagram

post daily• 3. Use feedback and competitor analysis to make content more

engaging

KPI’S1. Number of visitors to social

media channels2. Number of followers3. Number of posts on social

media channels

Key Messages: Offer healthy and nutritious

meal options Have a family- oriented

atmosphere Eat more chicken

Online Brand Persona & Voice

• Adjectives that describe your brand: • Entertaining• Family-oriented• Funny• Trustworthy

• When interacting with customers we are: • Reliable• Helpful• Friendly

Strategies & Tools• Paid: Pay for Instagram ad that will be featured twice a week• Owned: Use the hashtag #Chickfilamoms to engage with mothers and promote family atmosphere• Earned: Monitor Twitter for any tweets involving our cow mascot and food by looking at key words

like: cow day, eat more chicken, etc. Partner with local non-profit community groups to build connections and trust in the area.

Tools:Approved Tools:• Hootsuite

Rejected Tools: • N/A

Existing Subscriptions/Licenses:• Vimeo• Photoshop Creative Suite

Timing & Key Dates

• Holiday Dates:• Easter• Valentines Day• Halloween• Thanksgiving• Christmas

• Internal events:

• Cow Appreciation Day: July 11th, 2017

• Reporting Dates:• Reporting will occur once a

quarter in January, April, August and December. Precise dates TBA.

Social Media Roles & Responsibilities

• Marketing Director – Steven A Robinson• Social Media Manager – Kristen Hunter• Social Media Coordinator – Melissa Agnes• Supporting Social Media Team Members • Wayne Salter (Information Technology)

Social Media Policy

• We at Chic-Fil-A are dedicated to ensuring that all company messages hold to our values and our customer’s values and work to promote our brand. Employees should follow these guidelines• Respect other’s ideas and values

• Be honest and sincere• Help customers in need• Look for ways to engage with

followers

• Be polite• Do not slander against our brand or

another• Do not participate in online disputes

Chic-Fil A is dedicated to using social media in an appropriate manner and violation of our social media policy will result in corrective action and possible termination depending on the severity of the offense.

Critical Response Plan

• Scenario 1: Inappropriate Tweet sent out by Chick-fil-A• Take screenshot (Command, Shift, 4)• Delete Tweet• Alert Social Media Coordinator• Come up with corrective action/ public

apology• Decide if disciplinary action is

required

• Scenario 2: Food contamination/sick customer• Have health inspectors determine if

food is in fact contaminated• Work with social media team to

develop campaign to preserve reputation

• Issue public apology that is distributed thorough all social media channels

Measurement & Reporting• Quantitative KPIs:

• Reporting Period: 4 months• Data as of February 18, 2017

• Website Traffic Source Assessment:• Timeframe: Monthly average, November 2017 to February 2017

Source Volume Percentage of Overall Traffic

Conversion Rates

Twitter 2,000 unique visits

25% 6.7

Facebook 4,000 unique visits

55% 7.5

LinkedIn 597 unique visits 15% 4.1

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/ChickfilA

805K+15% growth

7 posts per week

5%

Facebook https://www.facebook.com/ChickfilA/

7.5M+25% growth

8 posts per week

10%

Instagram Username: chickfila

700K+8% growth

5 posts per week

Average interactions per post=750

LinkedIn https://www.linkedin.com/company-beta/10768?pathWildcard=10768

66K+10% growth

4 posts per week

3.5%

• Our Facebook following has grown by 9,000 in 4 months, on track to hit the target of 820K followers in a 6 month timeframe.

• The social content planning team has done a wonderful job of producing visual, memorable, and curating and engaging content. We have reached our goal of posting relevant and engaging content on a regular basis. All of our social networks had an increase in followers and customer engagement. We also received an enormous amount of positive feedback on our sites. A key tactic to this growth has been our ability to track user generated content with the #Chickfilamoms hashtag and share it on our networks. This content did very well and was enormously successful in increasing engagement amongst young families.

• #Chickfilamoms Hashtag performance: In the course of 4 months the hashtag received over 5K retweets and consumers even developed a shirt with the hashtag that was distributed throughout the U.S.

• Qualitative KPIs: Sentiment Analysis:• Positive feedback was received on almost all of our social channels. Our followers both shared

our content, and commented on it with approval• The main negative feedback we received revolved around our company being tied to Christian

values and some viewing this as offensive and non-inclusive.

• Proposed Action Items:• Continue to work on increasing LinkedIn engagement rates• Come up with more hashtags to promote our brand• Continue the #chickfilamoms campaign• Plan another event like cow day in order to get customers involved with our brand.