chili's bar & grill social media strategy
TRANSCRIPT
CHILI’S GRILL & BARRodrigo Noguerol
Table of Contents Slide 1-2……………………..Executive Summary Slide 3-10……………………..Social Media Audit Slide 11-12……………………..Social Media Objectives Slide 13…………………….. Demographic Photo Slide 14……………………..KPI’s and Key Messages Slide 15……………………..Online Brand Persona and Voice Slide 16……………………..Strategies and Tools Slide 17-19……………………..Social Media Photo Examples Slide 20……………………..Timing and Key Dates Slide 21……………………..Social Media Roles and Responsibilities Slide 22……………………..Social Media Policy Slide 23-24……………………Critical Response Plan 1 and 2 Slide 25-26…………………… Measurement and Reporting Results Slide 27-30…………………… Measurement and Reporting Results Summary Slide 31-32……………………Qualitative Data
Executive Summary Goal:
Our social media goal for 2017 will be to increase the amount of followers we have on Instagram, Facebook, and Twitter in order to increase our brand awareness and drive more people to our website. We hope that this increase in followers and engagement will also complement our financial goals for 2017, which is to increase revenue by 15%.
Executive Summary (Continued) Key Tactics
Distribute more video and image based content on Facebook and Instagram.
Release a social media app game where audience can compete to win special prizes and discounts.
Utilize Facebook Live for sneak peak of new menu items and also to give different cities a chance to show their identity and connection to the community.
Establish a social media calendar with themed days for every month. Example: Taco Tuesday, Margarita Wednesdays
Social Media Audit Social Media Assessment Social
Network URL Followers
Or Likes on Page
Avg Weekly Activity
Avg Likes PerPost
Instagram Chilis Instagram
170,000 3 Posts Per week
1,300.5 Likes
Facebook Chilis Facebook
4,041,843 Page Likes
5 Posts per week
999.38 Likes
Twitter Chilis Twitter 354,000 3 Posts per week
25 Likes
Social Media Summary After evaluating Chili’s Instagram,
Twitter, and Facebook, it seems as if Instagram is receiving the most engagement, in terms of likes, followed by Facebook and then Twitter. However, Facebook leads in shares and comments out of all three platforms. As for followers and likes of each social media page, Facebook leads with the most page likes (4,041,843), followed by Twitter (354,000) and Instagram (170,000).
Website Traffic AssessmentSource Volume % of overall
trafficConversion
Facebook 3,000 unique visits
50% 5%
Twitter 1,500 unique visits
20% 2%
Instagram 2,500 unique visits
30% 4.5%
Website Traffic Summary Out of our main social channels we are
getting the most traffic in terms of unique visits a day from our Facebook page, which also dominates in the percentage of overall traffic. Additionally, the highest conversion rate is also coming from Facebook, followed by Instagram and then Twitter. This reflects our market’s loyalty and engagement potential in the Facebook and Instagram platforms.
Audience Demographic
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
18-34 (70%)
55% Men45% Women
Social Connection
Career
35-51 (18%)
55% Men45% Women
LinkedIn Family Career
52-68(10%) 55% Men45% Women
LinkedIn Facebook Family Retirement
69+ (2%) 55% Men45% Women
NA NA Family Health
Audience Demographic Assessment The vast majority of our target audience falls
between the ages of 18-34. Although the majority of our audience is men with 55%, women are still very crucial to our audience because they are 45% of our target audience. Individuals in this age range are heavy users of Facebook and Instagram, which compliments their reliance on visual content and connection with others. Individuals in this range are primarily focused on their relationships and careers.
Competitor Assessment
Competitor Summary Our Top 3 competitors are very successful at
displaying their brand identity on all of their social channels. They have a great deal of devoted followers who seem to be intrigued by the beautiful photos, new menu item updates, and social media competitions they provide. Additionally, all of our competitors do a great job at listening to feedback and responding to customer complaints in a professional and timely manner. The competition can improve by guiding their followers to their website and also by posting more unique content.
Social Media Objectives Our goal for 2017 will be to increase the
amount of followers we have on all our social media platforms in hopes it will bring more people to our restaurant and increase our profits. We hope that this increase in engagement in social media will also drive more people to our website, where they can place online orders, become rewards members, and enter special competitions.
Social Media Objectives Specific Increase the number of followers we have on all social media
platforms by 15% by the end of 2017. Increase our number of unique visitors on our website from our social
media pages by 40% by the end of 2017. Have at least 3-4 social media competitions every quarter with 500+
participants by the end of 2017. Increase our average weekly activity by 10% by the end of 2017. Increase the number of likes on our posts by 15% by the end of 2017.
Increase our conversion rate 30%
Demographic Photo
KPI’s and Key Messages KPI Number of Twitter, Instagram, and Facebook followers. Unique daily visitors on our website coming from our
social media pages. Number of videos and/or photos posted every week. Average number of “likes” on our videos and photos. Number of participants in competitions Conversion rate through social media codes
Key Messages: Mouthwatering food at an affordable price. Welcoming environment and quality service.
Online Brand Persona and Voice Adjectives that Describe our brand
Welcoming Enjoyable Mouthwatering Classic Impressive Energetic
Strategies and Tools Paid- Boost and promote new recipes, promotions/specials, and classic menu items on Twitter,
Instagram, and Facebook at least three times a week for each social platform. Owned- Launch an easy social media game called “Chili’s Guess That Ingredient” where
individuals play an interactive game on our website to guess what ingredients go into our most popular menu items, such as Fajitas and Chocolate Lava Cake. If they achieve a certain score they will receive a special prize such as discounts, free appetizers, and memorabilia. The game will be promoted on all our social media channels with a link and image that will direct people to our website.
Earned- Track our Top 25 most loyal and engaging customers that submit the most inspiring personal story and reward them with a gift box with free stickers, t-shirts, cups, and other memorabilia, which they can post about on their own social media pages.
Tools
Adobe PhoneGap Buffer Photoshop Premier Pro Flash Hootsuite
Timing and Key Dates We will roll out content, specials, and
giveaways on the following key days that resonate well with our brand: Cinco de Mayo Super Bowl National Taco Day- October 4th National Cheese Day- June 4th National Beer Day- April 7th National Chocolate Cake Day- January 27th
National Baby Back Rib Day- September 3rd
Social Media Roles and Responsibilities
Marketing Director- Rodrigo Noguerol
Social Media Manager- Lauren Fernandez
Social Media Staff and PR Leader- Felipe Noguerol
Social Media PolicySocial media is a crucial part of establishing a relationship with our market audience.
For this reason, we must be diligent in how we represent our brand and how we establish our identity in the market. We must not only be respectful to others, but also be focused on listening to our customers and looking for solutions to solve their problems. Customer service is at the top of our priority and some of our guidelines are:
Be respectful AND professional Ask for their first names and respond accordingly Respond in a timely manner. Don’t keep anyone waiting Make sure you end each conversation on a positive note Build a relationship by truly listening and getting to know the person Don’t be afraid to ask for advice from your team.
Chili’s is determined to provide the best possible experience for guests. For this reason, these guidelines are meant to be strictly followed and used to lead you to a successful experience with our customers. Failure to abide by these guidelines, and failure to end with a positive experience for our guests, may result in consequences, such as suspension, increased training hours, and even termination.
Critical Response Plan 1: Angry customer complains about food, service,
or overall experience at the restaurant on social media. Read, analyze, and try to understand the person’s complaint. When ready, send your analysis to our social media manager,
Lauren Fernandez, along with the contact information of the person.
Lauren will personally contact the person, apologize for their bad experience, and listen to their feedback.
Lauren will then transfer the responsibility to our PR leader, Felipe, who will provide the customer with a solution and offer to correct the issue.
The solution can come in various forms such as discount card, gift box, and social media feature.
Critical Response Plan 2 Customer posts picture of a bad photo that doesn’t
represent our brand or food in a good light. Detect photo, screenshot it, and send to Rodrigo, our Marketing
Director, immediately. Ask person who posted the picture for their contact information
and send that information to Lauren. Once the information is received, Lauren and Felipe will contact
the person and understand their experience. Lauren and Felipe will then kindly offer them a solution through
discount offers and ask them to respectfully remove the photo. If they do remove the photo, give them a shout-out on social
media and feature them on one of the posts. If they don’t remove the picture, still treat them with respect
and continue to offer solution to make them happy.
Measurement & ReportingSocial Network
URL FollowersOr Likes on Page
Avg Weekly Activity
Avg Likes PerPost
Instagram Chilis Instagram
195,000Up 15%
6 posts
100% Increase
1,600
23% increase
Facebook Chilis Facebook
4,648,120
Up 15%
8 posts
60% Increase
1,500
50% Increase
Twitter Chilis Twitter
407,100
Up 15%
6 posts
100% Increase
120 Likes
380% Increase
Measurement and Reporting (continued)
Source Volume % of overall traffic
Conversion
Facebook 5,000 Unique visits
66% Increase
50% 8%
Up 60%
Twitter 2,000 unique visits
33% Increase
20% 4%
Up 100%
Instagram 3,000 unique visits
20% Increase
30% 6%
Up 33%
Results Summary Amazingly, the number of our likes and followers increased
15% on all social channels at the end of 2017.
It can be inferred that this increase is due to the increase in the number of content we published a week, which was 100% for Instagram, 60% on Facebook, and 100% on Twitter.
Additionally, we also saw a nice increase in the amount of likes we received per post with Instagram increasing 23%, Facebook 50%, and Twitter 380%.
This increase could have been correlated with our decision to post more engaging content and competitions.
Results Summary 2 Our website traffic also saw an increase from
our social media channel sources with: Facebook increasing 66% Twitter increasing 33% Instagram increasing 20%
Amazingly, our conversion rate for all channels also increased with Facebook increasing 60%, Twitter increasing 100%, and Istagram Increasing 33%, which can all be linked to our social media competitions and discount codes offered through our new app game.
Chilis “Guess That Ingredient” App Game Summary
The app game was an inspiring success and ended up bringing over 6,000 unique visitors to our website in the very first quarter of the year.
60% of players came from Facebook, 25% from Instagram, and 15% came from Twitter.
55% of people who played the game redeemed their coupon and used it 4-5 days after receiving it on average.
Sentiment Analysis Our last 50 posts after launching our “Chilis Guess
That Ingredient” game on Instagram, Facebook, and Twitter were all really positive and encouraging. Many people praised the game for being a challenge but
also fun because of their connection with their favorite orders.
Lots of people sent the game to their Chilis fanatic friends and family as well in order to expand that relationship and fun to them as well.
The most negative comments received would probably be that the game reminded them of a recent Chipotle game launch, which we have countered by saying it’s a completely different identity.
Proposed Action Items Continue launching games that draws
them to our website. Continue boosting social media ads for
the games Consider getting more exposure for the
game by adding unique and catchy hashtags.
Continue posting content more often because it has showed to increase our likes and followers.
Utilize Facebook Live to build a closer relationship with loyal customers.