Social Media Strategy The Chug By: Grace, Lena, Alex and Sydnee - - PowerPoint PPT Presentation

Social Media Strategy The Chug

By: Grace, Lena, Alex and Sydnee

November 6th, 2016

Executive Summary

Social Media Strategy for The Chug

• Social media audit
• Objectives
• Description of personas and brand voice
• Strategies and tools (owned, paid and earned)
• Roles and responsibilities
• Social media policy
• Critical response plan
• Reporting results

Social Media Audit

Social Media Assessment for Facebook

• URL: https://www.facebook.com/TheChug/
• Followers: 380
• Average Weekly Activity: 6 posts per week
• Reach: 6,120

Audience Demographics Assessment

• Age distribution:

○ 73% ages 18-24 ○ 3% ages 25-34

• Gender Distribution:

○ 80% Women ○ 20% Men

• People Engaged

○ 74% Women ○ 26% Men

• Device: majority accessed mobile
• Primary Need: Using the page as a source to

find specials, events and drink deals

• Secondary Need: Finding funny memes and

relatable content and pictures of people at The Chug

Social Media Audit - Competitor Analysis

• Competitors:

○ Brothers ○ Savages ○ Be Here Now ○ Scotty’s Brewhouse

• Brothers: Shares events, Many posts include pictures to grab attention
• Savages: Unique events, Family friendly restaurant, College Student discounts
• Be Here Now: Weekly music performances, promotes the “Be Here Now” experience
• Scotty’s Brewhouse: Posts reviews, pictures of customers at Scotty’s Brewhouse

Social Media Audit - Content Analysis

• Type of Content: pictures, memes, videos, events and links
• Create interactive posts

○ Tag people in posts ○ Pics of people at The Chug ○ Positive reviews

• Post about current events

○ Relatable content

• Post at key times

Social Media Objectives

• Increase post reach to 7,000 in 2 months
• Increase brand awareness on Facebook
• Gain 400 likes by Dec 1st
• Create a brand voice on social media
• To engagement on posts by 50%

Online Brand Persona and Voice

• Adjectives that describe our brand:

○ Inviting ○ Up-Beat ○ Comical ○ Relatable ○ Enthusiastic ○ Excited ○ Outgoing

• Persona’s needs:

○ People need a safe, fun environment to go to. They need a place to relax after a tough week at school/work where they can get cheap drinks.

Online Brand Persona and Voice

• When interacting with customers we are:

○ Friendly ○ Fan-oriented ○ Appreciative ○ Solution-oriented

• Overall Persona:

○ A fun and inviting environment that reaches

• ut to all of The Chug’s fans
• n a daily basis

Strategies and Tools

Paid

• Boost posts on peak times on the most

popular content on the page for that week

○ Post must have 400 reach and at least 3 likes

Owned

• Post a photo of the week from The Chug.

Users will submit photos by using #TheChugPhotoContest and the user with the winning photo will get a gift card.

• Make a flyer for the Chug to remind people

to submit photos for the contest Earned

• Monitor mentions of The Chug and when

users share their location at The Chug

○ Interact with these users and invite them to like the page

• Partner with Brothers to do different

promotions on social media to encourage people to go to both bars Tools

• Hootsuite: plan posts, target key

customers, plan contest

• Youtube, picture editing tools, piktochart

Social Media Roles and Responsibilities

Social Media Managing Team:

• Lena Tompkins

○ Assigned daily postings ○ Responds to comments and reviews ○ Manages critical response plan

• Grace Kussow

○ Assigned daily postings

○ Designs and updates the cover photo and profile picture

• Alex Pia

○ Assigned daily postings ○ Responds to mentions ○ Direct link to Chug owner

• Sydnee Bland

○ Assigned daily postings ○ Responds to direct messages ○ Updates and utilizes personas

Social Media Policy

• Respond to all fan messages, comments, and page posts in a timely manner
• Be helpful to fans whenever they need assistance
• Do not talk poorly about the competition
• No profanity in posts, comments, or messages
• Stay out of trouble by posting appropriate content
• Post exciting content that generates engagement with our fans

Critical Response Plan

Scenario 1: Social media post violates our social media policy Action Plan

1. Immediately remove the post (Whoever catches the post first) 2. Report the post to the social media managing team 3. Respond to messages about the post within 10 minutes (Sydnee) 4. Contact Chug owner and explain the situation (Alex) 5. If the media picks up the violating post, answer their questions and explain how we promptly handled the situation (Grace) 6. Create messaging if decided appropriate by the team and approved by owner (Lena)

NO PRE-APPROVED MESSAGING IN THIS SCENARIO Messaging will be dependant on the nature of the post - determined by the team and owner

Critical Response Plan, cont.

Scenario 2: Armed robbery or shooting in the Village, minor to no injuries

Action Plan

1. If injured, take care of patron immediately, call ambulance if needed 2. Those on site alert the owner immediately after 3. Social Media Monitoring team keeps an eye on social media to see any mentions of the

• incident. (Sydnee and Lena)

4. If the media picks up the incident, answer their questions and explain the situation. (Grace) 5. Team continues to monitor the situation

Pre-approved messages: No injuries: “The Chug is closed tonight due to shots being fired in the village. All patrons in the Chug are

• safe. Avoid the area.”

Injuries: ““The Chug is closed tonight due to shots being fired in the village. Only minor injuries reported. Avoid the area.”

Measurement and Reporting Results

Social Network Data

• Our Facebook following has grown by 380 in the past 2 months
• Over the past 28 days from Nov. 3, engagement has increased to 566 by 46%

○ Our most engaged post tagged a lot of other pages which gained a lot of attention and comments URL Follower Count Average Weekly Activity Most Engaged Photo facebook.com/TheChug 380 7 Post per week 75

Measurement and Reporting cont.

Qualitative KPIs

• The Chug received 18 5/5 star reviews
• Our post engagement increased when we incorporated more media post (memes,

photos, videos, etc.)

• Our reach increased when we tagged fans in posts and shared posts to our personal

pages Proposed Action Items

• Continue to run a Facebook page to gain a larger audience and fanbase
• Tag followers in post when appropriate and encourage followers to share posts
• Implement social media contest on page to promote The Chug and create engagement