2. Table of Contents:
1. Executive summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting results
3. Executive Summary
— Terrapin’s primary goals for 2017 will be growing our
online following and online community, specifically
— within Facebook, Instagram, and our email database
system. The main focus is to increase sales through social
media by driving more traffic to the website, gaining more
email addresses, and by sharing more relevant, personal
and engaging content.
— Our social media objective aligns with retail goals:
¡ Goal for 2017 is to increase Online Sales. Beyond the first
year we would like to increase online sales as well as
increase brand awareness and relevance to today’s
gourmet food consumer.
4. Social Media Assessment
• While Facebook remains our largest social media platform, the
engagement rate is low. We have better quality customers with email.
It is to be noted that some email customers are also Facebook fans.
More attention needs to paid to all channels. At the moment,
however, Facebook, Instagram and email database are our main
concern.
5. Website Traffic Sources Assessment
• Email and Facebook are responsible for most traffic to our website.
Other channels have seen no improvement because of neglect, more
attention will be paid to them at a later date.
6. Audience Demographics Assessment
• Mainly female audience, could expand more to men with hot sauce
and grilling themed posts- men love product once they try it. Many of
the followers were also above the age of 45 so targeting content to that
age group on one platform should be helpful but then targeting
younger crowd on different platform or with different posts.
7. Competitor Assessment
Strengths:
• Earth & Vine: Aesthetically pleasing, clever and delicious recipes. All of the photos look appetizing.
• Stonewall Kitchen: Personal, introduces audience to the employees. Funny, relevant content.
Delicious videos of product in use. Clever use of random national holidays.
• Kind: Large following, Weekly videos that are visually appealing. They are funny and creative and
use their product in relatable ways. Use quotes that parallel their brand.
Weaknesses:
• Earth & Vine: There name is misleading because there are other companies with the same name on
social media. Small followership but decent percent of engagement.
• Stonewall Kitchen: A little repetitive, there are little likes on the photos compared to how many
followers.
• Kind: Weakness for us because their budget is much higher, only able to be creative because of
large budget (celebrity endorsements). Profile has large following but little likes comparatively.
9. Social Media Objectives
— Grow a larger online following with an increase in
unique visits while connecting to our customers
from a more personal standpoint. We plan to
engage with our customers, share more inspiring
and funny content and become more active on
Instagram and Facebook.
10. Overall Business Objectives
— Increase sales! Increase traffic to website from all
social media platforms and increase sale of products.
— By engaging with our customers we will build loyalty
and increasing our following and unique visits
should increase conversion rates.
11. KPIs
— Key Performance Indicators
¡ Quantitative:
¡ Number of followers (follower count)*
¡ Number of Unique Visit*
¡ Number of Drives to website
¡ Number of posts per week
¡ Qualitative:
¡ Quality of Engagement
¡ Judgment by outsider or employee
¡ Sentiment Analysis
12. Key Messages
— Easy epicurean entertainment
— Creating food adventures: simple ingredients,
intense flavors.
¡ Could be creative with our company message- funny with
intense flavors, exciting with adventures?
14. Online Brand Persona and Voice
— Adjectives That Describe Our Brand:
¡ Easy
¡ Epicurean
¡ Delicious
¡ Entertainment
¡ Party
¡ Fresh
¡ Fun
¡ Healthy
¡ Crisp
17. Examples of Brand Voice in Social Media
Interactions:
— Customer
— Solution oriented
— Friendly
— Responsive
18. Strategies to Will Support Our Social
Media Objectives
¡ Paid:
÷ Bi-Weekly Facebook posts that have good organic reach and posts for
specific holidays. Professional film and photography, possibly contact
Instagram star.
÷ Example of paid post:
19. ¡ Owned:
÷ All social media platforms, most importantly Facebook and
Instagram. Try to own the #baconjam on all social media sites.
20. ¡ Earned:
÷ Own the #baconjam by encouraging customers to use it when posting
photos using the food, as well as tagging terrapin ridge in all posts. Put the
hashtag on most posts, on the website and on terrapin merchandise.
Include links to all platforms on each platform. Have a bacon jam raffle
that requires customers to use the #baconjam with the product in a
creative way.
÷ Paid (earned): Partner with famous Instagram or Facebook chefs or
lifestyle gurus to use different products in recipes.
23. Key Dates
**All Holidays are important because we market on
entertaining. **
— Events surrounding food:
— 4th of July/Memorial/Labor Day
— Christmas
— Thanksgiving
— Valentines Day
— Mothers/Fathers day
— Fall
— Spring
— Summer
— Winter
24. Key Dates Continued
— Internal Events:
¡ June 25, Fancy Food Show In NYC
¡ February 20th, Fancy Food Show in San Francisco
¡ Development:
÷ 3 weeks to develop video content or receive new professional
photos. In house content and pre-developed posts need 1 week.
÷ Reporting once every quarter beginning in June.
25. Social Media Roles and Responsibilities
— CEO: Mary O’Donnell
¡ Gives go-ahead on new social media, implements brand
changes and oversees all movement
¡ Social Media Manager: Krisah Collins
÷ Social media expert, there to get the company started in social
media before having the coordinator take over
¢ Social Media Coordinator: Clare O’Donnell
• Communicate ideas from CEO to social media manager, send
content, create content, receive approval from CEO.
26. Social Media Policy
Here at Terrapin Ridge we know that social media is the
next best thing to face to face interaction. We believe in treating
everyone on social media the same way we do in person or on the
phone: with respect and kindness. Below are some guidelines for
our social media practices:
— Respond to customers with a solution, not an excuse.
— Do not bad mouth competitors.
— Refrain from using curse words.
— Please spread talk about us on your accounts. #baconjam.
— Feel like a customer shared a good recipe or idea? Engage!
27. Critical Response Plan
1. Screen shot (comma+shift+4).
2. Delete post.
3. Contact Mary and Krisah, or Clare.
4. They will come up with message depending on
what was sent.
Scenario One: Accidental Post
28. Critical Response Plan
1. Terrapin Ridge Product Failure
2. Contact Mary and then all other employees about problem.
3. Find a solution to the problem.
4. If solution involves a form of helping customers or resending a product post
about it.
5. Post message along the lines of what the pre-approved message says.
1. Pre-approved message:
2. Facebook: Explain the problem and the solution then: "Terrapin Ridge
apologizes for any inconvenience caused by (insert problem). Back in
Florida we are working hard to fix the problem. Thank you for being patient
and remaining apart of the Terrapin family. (Depending on level of problem
add "Sorry" pic to post).
3. Instagram: Post a Sorry graphic and type same message as Facebook.
Scenario 2
29. Projected Measurements
Quantitative KPIs Project Measurements for 2017
— Follower Count
— Unique Visits
— Engagement Rate Business Side
— Engagement Rate Average
Qualitative KPI’s
— Sentiment Analysis; How is the kind of engagement
we are receiving?
30. Predicted Social Network Data
URLS:
• https://www.facebook.com/terrapinridge/
• @terrapinridgefarms
• https://twitter.com/TRFarms
• sales@terrapinridge.com
32. Results Assessment: how to get where we want
— By 2018 we plan to nearly double our Facebook following and increase
our Instagram following 121%, as well as more than triple our email
database. We also plan on increasing our overall unique visits to our
webpage. This is in turn will increase social media sales from $80,000
to $200,000.
— We have increased the amount we post in both Instagram and
Facebook, and increased the number of emails sent out. We’ve
developed content for specific interests and demographics and have
improved the overall quality and number of video content.
— By encouraging sharing on all of our channels our organic reach has
been significant. Need to further own #baconjam. The overall
engagement rate has increase for each channel and the help from
employee and customer sharing helped tremendously. #baconjam was
published 200 times in reference to Terrapin Ridge.
33. Sentiment Analysis
— An analysis of the posts from the year of 2017.
¡ On Facebook and Instagram the posts were tremendously
positive. They were also visual and often included pictures of
our food in use. A decent amount of interactions were with
Business customers pages as well as with family, friends and
employees. However there was a strong growth in the non-
acquainted department.
¡ Almost all negative comments were sent via email and resolved
via email or telephone. Mainly dealt with shipping errors,
taste, or discontinued items.
34. Proposed Actions for 2018
1. Pinterest: develop pinterest team
2. Snapchat: develop snapchat team
3. Invest in quality camera for more video content of
recipe making, think “tasty videos”
