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SOCIAL MEDIA STRATEGY
Danielle Bernard | May 27, 2017
Table of Contents
 Executive Summary
 Social Media Audit
 Social Media Assessment,
 Website Traffic Sources Assessment
 Audience Assessment
 Competitor Assessment
 Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results
Executive Summary
 Our major social media priorities for 2018 will be maintaining our position as the overall favorite
American brand on all major social media platforms. We specifically want to increase revenue
through driving more website traffic by sharing more engaging and relevant content, as well as build
meaningful relationships with our customers.
 Two major social strategies will support this objective:
1. Produce unique, relevant and timely content that connects with the audience.
2. Spread our brand’s mission by using branded hashtags to encourage conversations and
discoverability of content.
Social Media Audit
Social Media Assessment | Data as of May 27, 2017
Social Network URL Follower
Count
Average Weekly
Activity
Average Engagement
Rate
Twitter https://twitter.com/ch
ickfila
822K 4 posts per week 5%
Facebook https://www.facebook
.com/ChickfilA
7.2M 4 posts per week 7%
Instagram https://www.instagra
m.com/chickfila/
735k 19 post per week 15%
Linkedin https://www.linkedin.c
om/company-
beta/10768/
70K 1 post per week 2%
Social Media Summary Assessment
 Currently, the highest number of interactions per post occurs on Instagram and little to no interactions
occur on LinkedIn. A cross reference of each of our social media channels should be considered when
seeking areas of improvement.
Social Media Audit
Website Traffic Sources Assessment | Monthly average, January 2017 - May 2017
Source Volume Percentage of
Overall Traffic
Conversation Rate
Twitter 3500 Unique visits 8% 6.2
Facebook 17,000 Unique visits 37% 11
Instagram 25,000 Unique visits 53% 12
Linkedin 800 Unique visits 2% 2.3
Website Traffic Sources Assessment Summary
 Currently, Instagram is by far the biggest driver of traffic to our website. Followed by Facebook.
Linkedin has a far lesser engagement rate than the other major social media platforms. Our marketing
team and business development team have to re-evaluate the tactics being used on Linkedin and
compare it to the strengths used on Instagram and Facebook.
Social Media Audit
Audience Assessment | Survey distributed in November/December
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
19% 13 - 17
62% 18 - 40
15% 41- 60
4% 61+
55% Female
45% Male
55% Instagram
30% Facebook
12% Twitter
3% LinkedIn A positive
dining
experience
(interactions)
Quality food,
service and
community
engagement
Audience Assessment Summary
 We have a wide demographic pool that we reach on our various social media platforms. The majority
of the survey respondents were in the 18 - 40 age group. Facebook and Instagram are their primary
social networks. Their primary needs were to be provided a positive dining experience, and their
secondary need was to be showcased quality food, service and community engagement.
Social Media Audit
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Zaxby’s Instagram Use of color in visual content. Limit their posts to their
products (food).
KFC Facebook Unique storytelling that
accompanies their visual
content. As well as employee
advocacy, and community
involvement.
Do not directly engage with
consumers+. Fail to put the
social in social media.
Popeyes Twitter Customer engagement and
usage of comedic, visual
content.
A large use of automated
responses and not enough
personality.
Competitor Assessment Summary
 The analysis focused on three major competitors, that share a similar industry niche, with a strong
social presence on Facebook, Instagram, and Twitter, respectively. Each company utilized high-quality
visual content to increase engagement with their audiences. The competitors were strong in their
media tactics, but there is room for improvement in their level of responsiveness.
Social Media Objectives
 To support revenue goals by driving website traffic which would be backed by producing readily
available, engaging, current and relatable content.
1. Increase the number of unique visitors by 35% in 3 months by generating brand awareness through
hashtags across all social networks
2. Increase engagement on LinkedIn by 15% in 6 months.
Social Media Objectives
KPIs
 Number of unique visitors from Facebook,
Instagram, Twitter and LinkedIn
 Number of LinkedIn comments and shares
(reach)
Key Messages
 “Eat More Chikin”
 Giving Back to Local Communities – “Sharing
is Caring”
Online Brand Persona and Voice
Adjectives that describe our brand:
 Innovative
 Generous
 Sentimental
When interacting with customers we are:
 Jovial
 People-Centric
 Attentive
Strategies
 Paid: Utilize Facebook Live to allow customers to experience Chick-Fil-A behind the scenes, on a
personal level.
 Earned: Showcase employee advocacy on LinkedIn by featuring employees at a variety of events,
sharing their story of why they love Chick-Fil-A, once a month. The post must have a minimum organic
reach of 500, as well as a minimum of 25 likes or 10 comments. Repost positive comments that the
brand is tagged in.
 Owned: Introduce the use of #SharingIsCharingSaturdays to the corporate Instagram page.
Incorporate user generated content by reposting images of customers supporting their local
communities. Share this hashtag by displaying posters of it in our restaurants and at the drive-thru.
Tools
Approved Tools
 Hootsuite
 Buffer
 Snapchat
 Canva
Rejected Tools
 N/A
Existing Subscriptions/Licenses
 Photoshop
 Vimeo
 YouTube
Timing and Key Dates
Key Dates:
 New Year’s Day
 MLK Jr. Day
 President’s Day
 Valentine’s Day
 March Madness
 Easter
Internal Events:
 Cow Appreciation Day
 True Inspiration Awards
Lead Times:
 2 weeks for producing content
 2 days for approval.
 1 week for pre-launch and promotion
Reporting Dates:
 Will occur the first Friday of each quarter:
January, April, August, December.
Social Media Roles and Responsibilities
 Marketing Director: Joyce Jones
 Responsible for planning and implementing sales, marketing and product development programs,
both short and long term, targeted toward existing and new markets.
 Social Media Manager: David Williams
 Lead local social media and digital marketing strategies, execution, and education - enabling our
restaurant Owner/Operators to care for customers and drive engagement in a digital age.
 Social Media Coordinator: Kirsten Hunter
 In charge of publishing content, monitoring engagement and responding to questions and
comments on a variety of social networks, such as Facebook, Instagram, Twitter, and Linkedin.
Contact Information
Position Name Telephone Alt. Telephone Email
Marketing
Director
Joyce Jones 770-555-5135 770-516-1105 jjones@chickfila.com
Social Media
Director
Michael Lage 678-219-4813 678-561-2192 mlage@chickfila.com
Social Media
Manager
David Williams 404-163-5492 404-216-1603 dwilliams@chickfila.com
Social Media
Coordinator
Kirsten Hunter 770-112-1587 770-213-1046 khunter@chickfila.com
PR Agency N/A N/A N/A pr@chickfila.com
Social Media Policy
 Chick-Fil-A values the use of its social media and the presence it leaves on its stakeholders. Our social
media platforms are used to spread our company messages, connect with customers and partners, and
to share our company’s vision, day-to-day activities, and more.
 As an employee and representative of Chick-Fil-A, at our corporate and franchise locations, you are
expected to demonstrate best practices and a sense of etiquette in your use of social media by abiding
by the following guidelines:
Social Media Policy (Cont’d)
 Feel free to spread the word on your social networks.
 Be respectful to all
 Be mindful of what you post
 If you’re unsure, ask before.
 Remain content sensitive
 Be the solution, not the problem
 Engage with customers and be helpful when needed
 Don’t slander the competition or engage in disputes
Social Media Policy (Cont’d)
 Chick-Fil-A strictly enforces our social media policy and the appropriate use of social media by our
employees. The company reserves the right to take the appropriate action if the policy is violated; This
may result in corrective action, up to, and including, termination. Should you have any questions or
concerns please contact your Supervisor or a member of the Human Resources (HR) team.
Critical Response Plans
Scenario 1: Inappropriate Tweet Sent from @ChickfilA
 Take a screenshot then delete the Tweet.
 Alert the Social Media Manager (If unavailable, the Social Media Coordinator)
 Evaluate and develop an action plan to address the situation, publicly.
 Discuss disciplinary action that the employee may face.
 Preapproved Message:
 N/A
Scenario 2: Undercooked Chicken/ Food Poisoning
 Track the number of social media mentions to assess reach and impact.
 Alert the Social Media Manager (if unavailable, the Social Media Coordinator)
 Continue to monitor the reach of the situation on other social channels and respond when
appropriate.
 Issue a public statement/ apology. Contact the customer directly, and offer a gift card.
 Preapproved Message:
 “We’re sorry to hear about that. Please message us with more details.”
Measurement and Reporting
Website Traffic Sources Assessment | Monthly average, November 2017 to January 2018
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 2,300 Unique visits 17% 5.3
Facebook 4,600 Unique visits 34% 7.2
Linkedin 628 Unique visits 5% 3.3
Instagram 6,150 Unique visits 44% 8.4
Social Network Data as of August 1, 2017
Social Network URL Follower Count Average Weekly Activity Average
Engagement Rate
Twitter https://twitter.com/c
hickfila
845K
+.03% growth
7 posts per week 8%
Facebook https://www.faceboo
k.com/ChickfilA
9M
+20% growth
10 posts per week 13%
Instagram https://www.instagra
m.com/chickfila/
1M
+27% growth
25 post per week 22%
Linkedin https://www.linkedin.
com/company-
beta/10768/
73K
+.04% growth
4 post per week 4%
Measurement and Reporting
 Our following on LinkedIn has grown by 2000 in 4 months, on track to hit the target of 10,500
followers in a six-month timeframe. The social media marketing team has done a tremendous job of
curating and generating great visual content. We are close to attaining our goal of increasing
engagement on LinkedIn by 7% in 6 months.
 A key tactic to our social media growth has been our ability to track user-generated content with the
#SharingIsCaringSaturdays hashtag and reposting it on our networks. This content is well received
within our targeted reach and has been praised by national publications.
 We decided to shift our focus on developing company culture-centered content using the Showcases
feature on LinkedIn. The material should be helpful for recruiting for the upcoming Summer/Fall hiring
season. The content generated on other social media platforms may be repurposed, if relevant to our
audience.
Measurement and Reporting
#SharingIsCaring Hashtag Performance
 Between November 1, 2017 and February 1, 2017 the hashtag was mentioned 5200 times on Twitter
and 3500 times on Instagram.
 45 Instagram posts using the hashtag yielded higher than average numbers of comment interactions.
Mainly through word of mouth interactions and colleagues tagging each other in the comments
section.
Quality KPIs
 An analysis of the interactions on Tweets, Facebook, Instagram and LinkedIn posts (100 each), revealed
the following:
 Positive: Customers shared their satisfaction with our excellent service and menu items in the forms of
verbal and visual messages, including, recommendations and testimonials.
 Negative: Customers vented their frustration with our prices and delay of service, due to high visitor
traffic at our establishments. As well as, any messages in our company’s values that they do not align
with, such as the Christian principles that seem non-inclusive.
Measurement and Reporting
Proposed Action Items
 Continue #SharingIsCaringSaturdays Campaign
 Plan more internal events that would be supported by hashtags
 Increase brand awareness and engagement on LinkedIn by incorporating a hashtag for each Showcase
page.
Measurement and Reporting

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Chick-Fil-A's Social Media Strategy

  • 1. SOCIAL MEDIA STRATEGY Danielle Bernard | May 27, 2017
  • 2. Table of Contents  Executive Summary  Social Media Audit  Social Media Assessment,  Website Traffic Sources Assessment  Audience Assessment  Competitor Assessment  Social Media Objectives  Online Brand Persona and Voice  Strategies and Tools  Timing and Key Dates  Social Media Roles and Responsibilities  Social Media Policy  Critical Response Plan  Measurement and Reporting Results
  • 3. Executive Summary  Our major social media priorities for 2018 will be maintaining our position as the overall favorite American brand on all major social media platforms. We specifically want to increase revenue through driving more website traffic by sharing more engaging and relevant content, as well as build meaningful relationships with our customers.  Two major social strategies will support this objective: 1. Produce unique, relevant and timely content that connects with the audience. 2. Spread our brand’s mission by using branded hashtags to encourage conversations and discoverability of content.
  • 4. Social Media Audit Social Media Assessment | Data as of May 27, 2017 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/ch ickfila 822K 4 posts per week 5% Facebook https://www.facebook .com/ChickfilA 7.2M 4 posts per week 7% Instagram https://www.instagra m.com/chickfila/ 735k 19 post per week 15% Linkedin https://www.linkedin.c om/company- beta/10768/ 70K 1 post per week 2%
  • 5. Social Media Summary Assessment  Currently, the highest number of interactions per post occurs on Instagram and little to no interactions occur on LinkedIn. A cross reference of each of our social media channels should be considered when seeking areas of improvement.
  • 6. Social Media Audit Website Traffic Sources Assessment | Monthly average, January 2017 - May 2017 Source Volume Percentage of Overall Traffic Conversation Rate Twitter 3500 Unique visits 8% 6.2 Facebook 17,000 Unique visits 37% 11 Instagram 25,000 Unique visits 53% 12 Linkedin 800 Unique visits 2% 2.3
  • 7. Website Traffic Sources Assessment Summary  Currently, Instagram is by far the biggest driver of traffic to our website. Followed by Facebook. Linkedin has a far lesser engagement rate than the other major social media platforms. Our marketing team and business development team have to re-evaluate the tactics being used on Linkedin and compare it to the strengths used on Instagram and Facebook.
  • 8. Social Media Audit Audience Assessment | Survey distributed in November/December Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 19% 13 - 17 62% 18 - 40 15% 41- 60 4% 61+ 55% Female 45% Male 55% Instagram 30% Facebook 12% Twitter 3% LinkedIn A positive dining experience (interactions) Quality food, service and community engagement
  • 9. Audience Assessment Summary  We have a wide demographic pool that we reach on our various social media platforms. The majority of the survey respondents were in the 18 - 40 age group. Facebook and Instagram are their primary social networks. Their primary needs were to be provided a positive dining experience, and their secondary need was to be showcased quality food, service and community engagement.
  • 10. Social Media Audit Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Zaxby’s Instagram Use of color in visual content. Limit their posts to their products (food). KFC Facebook Unique storytelling that accompanies their visual content. As well as employee advocacy, and community involvement. Do not directly engage with consumers+. Fail to put the social in social media. Popeyes Twitter Customer engagement and usage of comedic, visual content. A large use of automated responses and not enough personality.
  • 11. Competitor Assessment Summary  The analysis focused on three major competitors, that share a similar industry niche, with a strong social presence on Facebook, Instagram, and Twitter, respectively. Each company utilized high-quality visual content to increase engagement with their audiences. The competitors were strong in their media tactics, but there is room for improvement in their level of responsiveness.
  • 12. Social Media Objectives  To support revenue goals by driving website traffic which would be backed by producing readily available, engaging, current and relatable content. 1. Increase the number of unique visitors by 35% in 3 months by generating brand awareness through hashtags across all social networks 2. Increase engagement on LinkedIn by 15% in 6 months.
  • 13. Social Media Objectives KPIs  Number of unique visitors from Facebook, Instagram, Twitter and LinkedIn  Number of LinkedIn comments and shares (reach) Key Messages  “Eat More Chikin”  Giving Back to Local Communities – “Sharing is Caring”
  • 14. Online Brand Persona and Voice Adjectives that describe our brand:  Innovative  Generous  Sentimental When interacting with customers we are:  Jovial  People-Centric  Attentive
  • 15. Strategies  Paid: Utilize Facebook Live to allow customers to experience Chick-Fil-A behind the scenes, on a personal level.  Earned: Showcase employee advocacy on LinkedIn by featuring employees at a variety of events, sharing their story of why they love Chick-Fil-A, once a month. The post must have a minimum organic reach of 500, as well as a minimum of 25 likes or 10 comments. Repost positive comments that the brand is tagged in.  Owned: Introduce the use of #SharingIsCharingSaturdays to the corporate Instagram page. Incorporate user generated content by reposting images of customers supporting their local communities. Share this hashtag by displaying posters of it in our restaurants and at the drive-thru.
  • 16. Tools Approved Tools  Hootsuite  Buffer  Snapchat  Canva Rejected Tools  N/A Existing Subscriptions/Licenses  Photoshop  Vimeo  YouTube
  • 17. Timing and Key Dates Key Dates:  New Year’s Day  MLK Jr. Day  President’s Day  Valentine’s Day  March Madness  Easter Internal Events:  Cow Appreciation Day  True Inspiration Awards Lead Times:  2 weeks for producing content  2 days for approval.  1 week for pre-launch and promotion Reporting Dates:  Will occur the first Friday of each quarter: January, April, August, December.
  • 18. Social Media Roles and Responsibilities  Marketing Director: Joyce Jones  Responsible for planning and implementing sales, marketing and product development programs, both short and long term, targeted toward existing and new markets.  Social Media Manager: David Williams  Lead local social media and digital marketing strategies, execution, and education - enabling our restaurant Owner/Operators to care for customers and drive engagement in a digital age.  Social Media Coordinator: Kirsten Hunter  In charge of publishing content, monitoring engagement and responding to questions and comments on a variety of social networks, such as Facebook, Instagram, Twitter, and Linkedin.
  • 19. Contact Information Position Name Telephone Alt. Telephone Email Marketing Director Joyce Jones 770-555-5135 770-516-1105 jjones@chickfila.com Social Media Director Michael Lage 678-219-4813 678-561-2192 mlage@chickfila.com Social Media Manager David Williams 404-163-5492 404-216-1603 dwilliams@chickfila.com Social Media Coordinator Kirsten Hunter 770-112-1587 770-213-1046 khunter@chickfila.com PR Agency N/A N/A N/A pr@chickfila.com
  • 20. Social Media Policy  Chick-Fil-A values the use of its social media and the presence it leaves on its stakeholders. Our social media platforms are used to spread our company messages, connect with customers and partners, and to share our company’s vision, day-to-day activities, and more.  As an employee and representative of Chick-Fil-A, at our corporate and franchise locations, you are expected to demonstrate best practices and a sense of etiquette in your use of social media by abiding by the following guidelines:
  • 21. Social Media Policy (Cont’d)  Feel free to spread the word on your social networks.  Be respectful to all  Be mindful of what you post  If you’re unsure, ask before.  Remain content sensitive  Be the solution, not the problem  Engage with customers and be helpful when needed  Don’t slander the competition or engage in disputes
  • 22. Social Media Policy (Cont’d)  Chick-Fil-A strictly enforces our social media policy and the appropriate use of social media by our employees. The company reserves the right to take the appropriate action if the policy is violated; This may result in corrective action, up to, and including, termination. Should you have any questions or concerns please contact your Supervisor or a member of the Human Resources (HR) team.
  • 23. Critical Response Plans Scenario 1: Inappropriate Tweet Sent from @ChickfilA  Take a screenshot then delete the Tweet.  Alert the Social Media Manager (If unavailable, the Social Media Coordinator)  Evaluate and develop an action plan to address the situation, publicly.  Discuss disciplinary action that the employee may face.  Preapproved Message:  N/A Scenario 2: Undercooked Chicken/ Food Poisoning  Track the number of social media mentions to assess reach and impact.  Alert the Social Media Manager (if unavailable, the Social Media Coordinator)  Continue to monitor the reach of the situation on other social channels and respond when appropriate.  Issue a public statement/ apology. Contact the customer directly, and offer a gift card.  Preapproved Message:  “We’re sorry to hear about that. Please message us with more details.”
  • 24. Measurement and Reporting Website Traffic Sources Assessment | Monthly average, November 2017 to January 2018 Source Volume Percentage of Overall Traffic Conversion Rate Twitter 2,300 Unique visits 17% 5.3 Facebook 4,600 Unique visits 34% 7.2 Linkedin 628 Unique visits 5% 3.3 Instagram 6,150 Unique visits 44% 8.4
  • 25. Social Network Data as of August 1, 2017 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/c hickfila 845K +.03% growth 7 posts per week 8% Facebook https://www.faceboo k.com/ChickfilA 9M +20% growth 10 posts per week 13% Instagram https://www.instagra m.com/chickfila/ 1M +27% growth 25 post per week 22% Linkedin https://www.linkedin. com/company- beta/10768/ 73K +.04% growth 4 post per week 4% Measurement and Reporting
  • 26.  Our following on LinkedIn has grown by 2000 in 4 months, on track to hit the target of 10,500 followers in a six-month timeframe. The social media marketing team has done a tremendous job of curating and generating great visual content. We are close to attaining our goal of increasing engagement on LinkedIn by 7% in 6 months.  A key tactic to our social media growth has been our ability to track user-generated content with the #SharingIsCaringSaturdays hashtag and reposting it on our networks. This content is well received within our targeted reach and has been praised by national publications.  We decided to shift our focus on developing company culture-centered content using the Showcases feature on LinkedIn. The material should be helpful for recruiting for the upcoming Summer/Fall hiring season. The content generated on other social media platforms may be repurposed, if relevant to our audience. Measurement and Reporting
  • 27. #SharingIsCaring Hashtag Performance  Between November 1, 2017 and February 1, 2017 the hashtag was mentioned 5200 times on Twitter and 3500 times on Instagram.  45 Instagram posts using the hashtag yielded higher than average numbers of comment interactions. Mainly through word of mouth interactions and colleagues tagging each other in the comments section. Quality KPIs  An analysis of the interactions on Tweets, Facebook, Instagram and LinkedIn posts (100 each), revealed the following:  Positive: Customers shared their satisfaction with our excellent service and menu items in the forms of verbal and visual messages, including, recommendations and testimonials.  Negative: Customers vented their frustration with our prices and delay of service, due to high visitor traffic at our establishments. As well as, any messages in our company’s values that they do not align with, such as the Christian principles that seem non-inclusive. Measurement and Reporting
  • 28. Proposed Action Items  Continue #SharingIsCaringSaturdays Campaign  Plan more internal events that would be supported by hashtags  Increase brand awareness and engagement on LinkedIn by incorporating a hashtag for each Showcase page. Measurement and Reporting

Notes de l'éditeur

  1. http://www.prnewswire.com/news-releases/chick-fil-a-social-media-ranks-1-ahead-of-amazon-and-netflix-300201788.html http://www.ibtimes.com/g00/how-chick-fil-social-media-marketing-translated-twitter-facebook-instagram-success-2265588?i10c.referrer=http%3A%2F%2Fwww.ibtimes.com%2Fhow-chick-fil-social-media-marketing-translated-twitter-facebook-instagram-success-2265588