Chick-Fil-AMorgan Kaplan

2/19/17

Table of Contents ● Executive Summary

● Social Media Audit

○ SM assessment

○ Website

○ Audience

○ Competitors

● Social Media Objectives

○ include photos representing the demographics

● Online Brand Persona and Voice

○ include screenshots of examples in addition to the description

● Strategies and Tools

● Timing and Key Dates

● Social Media Roles and Responsibilities

● Social Media Policy

● Critical Response Plan

● Measurement and Reporting Results

Executive SummaryOne major social media priorities for 2017 will be growing Chick-Fil-A’s social media

following, specifically focusing on Facebook, as that’s the post prevalent social network

today, to increase sales at the restaurant.

The primary objective will be to advertise through driving more traffic to the

restaurants by sharing more engaging content and advertising weekly specials to our

customers.

Two major social strategies will support this strategy:

1. A plan to increase the social following across three major social platforms:

Facebook, Instagram and Twitter.

2. Encourage social engagement by promoting specials and offers only available to

those following the social media pages.

Social Media Audit- Social Media Assessment At the present time, the

highest number of interactions per post occurs on Facebook and Instagram. While Facebook has the most

followers, it appears the instagram post are receiving

the most lies. Little to no interactions occur on Tumblr

and the closing of that channel should be considered

moving forward.

Social Media Audit- Website Traffic Source Assessment

At the present time, Facebook by far has the biggest driver of traffic to our restaurant. The conversion rate (conversion goal = meals purchased) is slightly ahead of Twitter. At 5% and 3%

respectively. Although no direct data is available for Instrgram, many social interactions occur on this network. However, Tumblr and Youtube also don’t show data, but lack social interactions

significantly.

Social Media Audit- Audience Demographic Assessment A majority of Chick-Fil-A’s

customers are in the 30-40 (parent) range, however it was noted that a good portion of customers are 18-29 as well. Facebook is their main social media platform used, however Instagram and Twitter were a

close second. New menu options and coupons are the

primary motivators for getting customers to dine at

Chick-Fil-A. Energies should be dedicated to further

develop video content on all social media networks.

Social Media Audit- Competitor Assessment The analysis focused on

three main competitors with a strong social following on Facebook. Advertisements

of fresh, cheap fast food are major drivers of

engagements with their social audience. The

competitors could improve with communication in

regards to poor comments (KFC) and utilizing user

generated content amongst posts. KFC could add video

content as well.

Social Media ObjectivesIn 2017, the primary focus of our social media strategy will be to be grow Chick-Fil-A’s

social media following, specifically focusing on Facebook, as that’s the most prevalent

social network today, to increase sales at the restaurant. In order to do so, our social

media priorities will be utilizing user generated content, and creating posts that urge

users to share, to further attract potential customers.

Social Media ObjectivesSome specific objectives include:

1. Increase follower count on Facebook by 30% in the next 6 months via:

a. Implement a hashtag to be included on all posts to build brand awareness

b. Share 3 posts a week asking followers to share the posts for a competition

2. Increase Instagram followers by 1000 every month for the next 6 months

3. Increase volume of video content published on all social platforms by 40% in 6

months.

Social Media Objectives continued...KPIs:

1. Number of unique visitors from Facebook,

Twitter and Instagram

2. Number of Instagram and Twitter followers

3. Number of weekly photo and video posts to

Facebook, Instagram and Twitter

4. Sentiment analysis

Key Messages:

● Healthy alternative to fast food

● Eat more chicken

● Pure meat no fillers

● More sides than fries

● Serving you is “My pleasure”

Online Brand Persona and VoiceAdjectives that describe our brand:

● Professional

● Friendly

● Delicious

● Fresh

When interacting with customers we are:

● Friendly

● Respectful

● Attentative

● Helpful

Strategies and Tools Strategies:

● Paid: Implement 2 weekly organic posts for

Facebook. The post must have a minimum

organic reach of 3,000 as well as a minimum

of 1,000 likes and 500 comments.

● Owned: Introduce the use of

#ChooseChicken to company all social

media posts, emails and printed materials.

● Earned: Monitor Twitter for keywords such

as: chicken, fast food, or Mcdonalds, Wendy's

and KFC (competitors). Extend discounts to

shared Facebook post winners.

Tools:

Approved: Hootsuite, Buffer

Rejected: N/A

Existing Subscriptions/Licenses: N/A

Timing and Key DatesHoliday Dates:

● Chirstmas

● Easter

● New Years

● Sundays (closed)

Internal Events:

● First thursday of the month meetings

● December 1-24- Toys for Tots drive

Reporting Dates:

● Reporting will occur once a

quarter in February, May,

August and November,

Precise dates TBA.

Social Media Roles and Responsibilities● Marketing Director- Jon Bridges

● The director of sales and marketing position is responsible for planning and implementing sales, marketing and product development programs, both short and long range, targeted toward existing and new markets by performing the following duties personally or through subordinates.

● Social Media Manager- Erik Hostetler

● social media manager might create and maintain new marketing campaigns, brand promotions or product lines for their company on different sites, monitor progress using web analytic tools, and answer directly to social media inquiries, all while using the company's voice and guidelines.

● Social Media Coordinator- Kristen Hunter

○ Corporate phone- 404-765-8038

○ reate and maintain a strong online presence for our company. Your role is to implement online marketing strategies through social media accounts.

● Supporting Social Media Team Members- specific to regional stores

● PR Agency- McCann New York

Social Media PolicyTaken from the website: CFA Online Services and Social Media Pages may allow users

to post messages and submit their own content (e.g., stories, comments, blogs,

postings, etc.), which may include Personal Information. You are responsible for all

actions resulting from any information, including Personal Information, which you

post on CFA Online Services or Social Media Pages. Please remember that any

information you post becomes public information, is not subject to this Privacy Policy,

and Chick-fil-A is not responsible for the results of such postings.

Social media is a prevalent factor in a well majority of Americans everyday lives. We

use it to spread company messages, promotions and attract customers to the

restaurant. As an employee representative of Chick-Fil-A you are expected to follow

these guidelines:

Social Media Policy continued. Social media is a prevalent factor in a well majority of Americans everyday lives. We

use it to spread company messages, promotions and attract customers to the

restaurant. As an employee representative of Chick-Fil-A you are expected to follow

these guidelines:

● Be respectful (reply with “My pleasure)

● Be friendly

● Be welcoming

● Interact with the customers under the “customer is always right” approach

● Spread the word about your company's campaigns on your personal social

networks

Critical Response Plan- Scenario 1- inappropriate tweet sent from @chickfila

Action Plan:

1. When tweet is detected:

a. Take a screenshot

b. Delete tweet

c. Alert social media manager, Erik Hostetler and Marketing Director, Jon Bridges

2. Have executives discuss the impact and reach of the tweet in order to evaluate

further action

3. Have executive's draft a follow up tweet

4. Have executives to sync with employee responsible for publishing the Tweet to

see if disciplinary action is required

Critical Response Plan- Scenario 2- Food Poisoning outbreak

Action Plan:

1. If notified via social media:

a. Reply to the users tweet

b. Send out post recognizing the issue and ensure company is taking the issue seriously

2. Remove item of menu until issue has been corrected

3. Send out a post to all followers notifying updates of how the issue was corrected,

and your sincerest apology

4. Offer coupons (bogo) to attract customers back.

Measurement and Reporting ResultsQuantitative KPIs:

Reporting period: 3 months

Data as of February 18, 2017

Website Traffic Sources Assessment:

Timeframe: monthly average, February 2017 - August, 2017

Measurement and Reporting Results continuedSocial Network Data

Timeframe: as of August, 2017

Measurement and Reporting Results● Our Twitter and Instagram following has grown by more than 10K in 6 months,

reaching our 6 month goals.

● The social content team has done an excellent job of curating and creating both

pictures and video content to engage users in these post. We have surpassed our

goals of increasing visual content and implementing video across all platforms

● A key tactic to this growth can be recognized from the use of the #choosechicken

hashtag that was implemented across all social media posts.

Measurement and Reporting Results#ChooseChicken Hashtag Performance

● Between February- August the hashtag was mentioned 50,000 times on Twitter and 35,000 times on Instagram

Qualitative KPIs: Sentiment Analysis

An analysis of the interactions of 500 Facebook, Instagram and Tweets received the following:

● Most posts were positive feedback or Facebook shares of trying to win social media contests

● The biggest driver of the negative comments came from the operating hours (closed on Sundays) and long drive

through wait times.

Proposed Future Action Items:

● Continue using #choosechicken hashtag

● Continue to have weekly Facebook contest

● Promote internships across college campuses