Know Where Coffee Social

Media StrategyOctober 2, 2016

Victoria Najmy

Table of Contents

1. Executive Summary

2 – 5. Social Media Audit

6 - 8. Social Media Objectives

9 – 11. Online Brand Persona and Voice

12. Strategies and Tools

13. Timing and Key Dates

14. Social Media Roles and Responsibilities

15. Social Media Policy

16. Critical Response Plan

17 – 19. Measurement and Reporting Results

Executive Summary

Our social media goals are to increase our following and and engagement across all platforms. Our

main goal is to grow awareness of our shop through social media to drive customers into the store.

To accomplish our goals we will:

1. Encourage conversations on our profiles

2. Post at effective times of the day

3. Post effective content

Social Media Audit As of September 30, 2016

Social Network URL

Follower Count

Average Weekly Activity

Average Engagement

Rate

Facebookfacebook.com/KnowWhereCoffee 1,3447 posts per week <1%

Twitter twitter.com/KnowWhereCoffee 341 1 post per week <1%

Instagraminstagram.com/KnowWhereCoffee 13563 posts per week 1%

Social Media Assessment

Assessment:Currently, the highest interaction is on Instagram based on follower ratio. Very little interaction is happening on all of the platforms and increasing engagement on all of them should be addressed moving forward.

Source Volume % of Overall Traffic Conversion Rate

Facebook 300 unique visits 5% 3.5%

Twitter 50 unique visits 1% 1%

Instagram 100 unique visits 2% 1.5%

Website Traffic Sources Assessment

Assessment:Currently, Facebook is the biggest driver of traffic to the website. Moving forward we plan to increase traffic to website via all platforms.

Age DistributionGender Distribution

Primary Social Network

Secondary Social Network Primary Need Secondary Need

80% 18-30 70% Female Instagram Facebook

Place to study. Doing something trendy.

Morning/afternoon pick-me-up.

10% 41-70 30% Male Twitter Facebook

Daily coffee.Between teachingtreat.

On-the—go treat.

5% 31-40 Facebook Twitter Daily coffee. None

Audience Demographics Assessment

Assessment:A very large majority of females visit the coffee shop compared to males. We plan to reach out to males via all social platforms.

Competitor Name Social Media Profile Strengths Weaknesses

Pascals @pascalscoffee

More likes onFacebook. Location. High foot traffic. PosiPositive words of mouth. Low interaction.

Starbucks @starbucksNational companywith loyal customers. No hometown feel.

Maude's @maudescafePositive word of mouth.

Little to no engagement. No instagram.

Competitors Assessment

Assessment:The biggest competitor is Pascal’s Coffeehouse because of their location and positive word of mouth. Starbucks is also a big competitor because it is so well known, but may attract a different type of customer. Maude’s Cafe is a competitor, but the shop is so far from campus that the foot traffic is not the same.

Social Media Objectives

Our primary focus social is to increase our following and and engagement across all platforms. Our main goal is to grow awareness of our shop through social media to drive customers into the store.

Specific Objectives:

1. Increase engagement on Twitter by 30%

a. Increase brand persona by interacting with customers

2. Increase engagement on Instagram by 20%

a. Increase traffic by using hashtags and promotions

3. Increase engagement on Facebook by 50%

a. Increase brand awareness by using Facebook ads

b. Increase brand persona by interacting with customers

4. Increase volume of video content on Facebook

Target Audience

Millennial University of Florida Students ages 18-34.

KPIs

1. Engagementandfollowersonall

platforms

2. SocialNetworkData

3. Websitetraffic

4. SentimentAnalysis

KeyMessages

1. Achillspottohangoutwith

friendsanddrinkqualitycoffee

2. Arelaxinghaventostudy

3. Trendyandhip

Online Brand Persona

Brand Words:

• Warm

• Chill

• Trendy

• Hipster

• Earthy

• Relaxing

• High quality

When interacting with customers:

• Fun

• Friendly

• Aware of fads

Strategies and Tools

Paid

• Influencers

• Boost posts

Earned

• Respond to posts

Owned

• Introduce hashtag

Approved Tools

• Hootsuite

• Adobe Suite

Timing and Key Dates

Key Dates

• Exam week

• Homecoming week

• First week from break

• National coffee day

Lead Time

• 2 to 3 weeks prior to

campaign

Reporting Date

• Once a quarter in

February, May, August

and November

Social Media Roles

Social Media Director: Victoria Najmy

Responsibilities: Develop social media strategy and assign roles. Respond to

issues that arise.

Social Media Manager: Megan Smith

Responsibilities: Work with Social Media Coordinator to implement strategy

and measure engagement

Social Media Coordinator: Nathan Marshall

Responsibilities: Carry out strategy by posting

Social Media Policy

Socialmediaisapartofusandourcustomerbase.Weuseittospreadmessages,interactwithourcustomersandgiveupdatesaboutourplans.Asanemployeeyouareexpectedtodemonstrateetiquetteandfollowthesebestpractices:1. Bestrespectful

2. Bepolite

3. Solveproblems

4. Acthelpfulandcourteous

5. Answerallquestionsandconcernsinatimelymanner

6. Neverdemeanthecompetition

ViolationoftheKnowWhereCoffeesocialpolicymayresultinterminationorlegalaction.

Critical Response Plan

Scenario 1: Inappropriate post from Know Where

Coffee

1. When tweet is detected

a. Take a screenshot

b. Delete post

c. Alert Victoria Najmy (Social Media

Director)

2. Victoria will take action to respond to the

post, address the situation internally and

report to media if necessary.

Scenario 2: Inappropriate post from follower to

Know Where Coffee

1. When tweet is detected

a. Take a screenshot

b. Alert Victoria Najmy (Social Media

Director)

2. Victoria will take action to respond to the

tweet, address the situation internally and

report to media if necessary.

All issues regarding social media will be handled by the Social Media Director, Victoria Najmy and addressed according to her discretion.

Measurement and Reporting ResultsAs of December 1, 2016

Source URL Follower Count

Average Weekly Activity

Average Engagement

Rate

Facebookfacebook.com/KnowWhereCoffee

3,000+123% growth 15 posts per week 20%

Twitter twitter.com/KnowWhereCoffee

400+17% growth 10 posts per week 12%

Instagraminstagram.com/KnowWhereCoffee

2,005+47% growth 5 posts per week

10%

Social Network Date

Source Volume % of Overall Traffic Conversion Rate

Facebook400 unique visits +33% growth 30% 10%

Twitter

60 unique visits +2%growth

5% 2.3%

Instagram150 unique visits +5% growth 10% 5%

Website Traffic Sources Assessment

Assessment:All platforms increased following and engagement levels. Our social team has done a great job of monitoring the profiles and posting engaging content at appropriate times. Facebook has been the best outlet for us and we will continue to push Facebook ads.

Sentiment Analysis

An analysis of the posts and interactions on 100 Facebook posts, 100 Instagram posts and

100 tweets revealed the following:

1. The best time of day to post is in the morning and between 3pm – 6pm

2. Engaging with followers on their accounts encourages them to engage on our accounts

3. The biggest negative sentiment is related to menu selection

Proposed Action Items

1. Consider #iKNOWmycup campaign to encourage customers to post pictures of his or

her coffee and they will be entered into a drawing to win free coffee every day during

exam week

2. Create signage to promote social accounts

3. Encourage employees to interact on social accounts