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 Audience Demographics Assessment Social Media Assessment for Facebook Age distribution: ● URL: https://www.facebook.com/TheChug/ ● ○ 73% ages 18-24 ● Followers: 380 ○ 3% ages 25-34 ● Average Weekly Activity: 6 posts per week ● Gender Distribution: 80% Women ○ ● Reach: 6,120 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: ● Persona’s needs: People need a safe, fun ○ Inviting ○ environment to go to. They need Up-Beat ○ a place to relax after a tough Comical ○ week at school/work where they Relatable can get cheap drinks. ○ Enthusiastic ○ Excited ○ Outgoing ○
Online Brand Persona and Voice ● When interacting with customers we are: ● Overall Persona: A fun and inviting ○ ○ Friendly environment that reaches ○ Fan-oriented out to all of The Chug’s fans Appreciative ○ on a daily basis ○ Solution-oriented
Strategies and Tools Paid Earned Boost posts on peak times on the most ● ● Monitor mentions of The Chug and when popular content on the page for that week users share their location at The Chug Post must have 400 reach and at least 3 ○ ○ Interact with these users and invite likes them to like the page ● Partner with Brothers to do different Owned promotions on social media to encourage people to go to both bars Post a photo of the week from The Chug. ● Users will submit photos by using Tools #TheChugPhotoContest and the user with the winning photo will get a gift card. ● Hootsuite: plan posts, target key Make a flyer for the Chug to remind people ● customers, plan contest to submit photos for the contest ● Youtube, picture editing tools, piktochart
Social Media Roles and Responsibilities Social Media Managing Team: ● Lena Tompkins ● Alex Pia ○ Assigned daily postings ○ Assigned daily postings ○ Responds to comments and ○ Responds to mentions reviews Direct link to Chug owner ○ ○ Manages critical response plan ● Sydnee Bland ● Grace Kussow ○ Assigned daily postings Assigned daily postings ○ ○ Responds to direct messages ○ Designs and updates the cover Updates and utilizes personas ○ photo and profile picture
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 URL Follower Count Average Weekly Activity Most Engaged Photo facebook.com/TheChug 380 7 Post per week 75 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
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
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