Social Media Strategy for Shake Shack

1. By Caraline Harwood
June 6, 2018
Social Media Strategy
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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
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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 plan on 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.
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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 .
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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.
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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.
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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.
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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
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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
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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
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11. Online Brand Persona and Voice
Adjectives That Describe Our Brand:
Examples of Brand Voice in Social Media Interactions:
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● Clean ● Fast ● Casual ● Socially and Ethically Responsible
● Friendly ● Diverse ● Quality ● Fun

12. Strategies and Tools
Strategies to 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
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13. Key Dates and Timing
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
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14. Social Media Roles and 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
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15. Social Media Policy
We value 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.
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● 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.”
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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
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18. Measurement and Reporting Results-
Quantitative KPIs
Reporting Period: 2 months
Social Network Data:
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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 Reporting Results-
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.
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20. Measurement and Reporting Results-
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
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