I chose a local coffee establishment as my focus for a new social media strategy. (*Numbers are not accurate)

1. Three Ships Coffee
Alura Romero
May 28, 2017

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement and Reporting Results

3. Executive Summary
Our major social media priorities for 2017 will be to increase
coffee sales through more consistent posting across all SM
channels we currently host. Making customers aware of our
products through personal testimonies and experiences and sharing
them across all channels. We want to connect with our customer
on a coffee level.
Strategies to support objective:
1. Work to rebuild and strengthen our Twitter account and post
more actively on our Facebook account.
2. Use other SM platforms to bring traffic to website.

4. Social Media Audit
• Social Media Assessment
Feb 2017-Apr 2017
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Instagram www.Instagram.com/threeship
scoffee
9,814 4 posts per week 374 Interactions
per post
Twitter www.twitter.com/threeshipsco 1,052 Last post 9/2016 n/a
Facebook www.facebook.com/threeships
coffee
3,221 1 post per week 2%
Assessment Summary: Need to focus on bringing back Twitter
account and/or closing it. Engaging more with customers on
Facebook, since that is where most of our customers are.

5. Social Media Audit
• Website Traffic Sources Assessment
Feb 2017-Apr 2017
Source Volume % of Overall Traffic Conversion Rate
Instagram No data No data No data
Facebook 30 UMV 20% 2.50%
Twitter 0 0 0
Assessment Summary: Focus on building conversion rates for
Facebook and Twitter (if we decide to revamp the page). We
need more presence on Social Media, which will help our
KPI’s

6. Social Media Audit
• Audience Demographics Assessment
Feb 2017- Apr 2017
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
60% 18-30 55% Male 60% Instagram 40%
Facebook
Best Coffee Photo
Op/Want to
see inside the
store
35% 31-40 45% Female 30% Facebook 40% Twitter
10% 41-55 10% Twitter 10%
Snapchat
5% 56-80
Assessment Summary: A majority of our audience is in the 18-30 range and is primarily using Instagram.
They are also using Twitter and Facebook. Engaging more on those channels will help build our conversion.
We can see that word of mouth is bringing in customers from the secondary need. Continue creating a fun
atmosphere that people will want to take pictures of/in.

7. Social Media Audit
• Competitor Assessment
Feb 2017- Apr 2017
Competitor Name Social Media Profile Strengths Weaknesses
Starbucks www.facebook.com/starbucks Popularity, Price,
Availability
Coffee flavor, Homemade
goods, Atmosphere, Big
brand
Java Surf Café www.facebook.com/javasurfvb Local, Availability,
Flavor options
Customer Service (pulled
from yelp)
Assessment Summary: The availability that Starbucks has is our biggst competition.
Starbucks also has a huge presence on Snapchat and Twitter. Two things that we
can definitely focus on. Java Surf, while having bad customer service, also caters to
customers with their avaliability (more than 3 stores in the area). Continuing to
connect with our customers and reaching out to them, via SM channels will drive our
sales.

8. Social Media Objectives
• In 2017 our social media objectives will be to
become a greater presence across all channels we
currently hold. Engaging more with our current
customers will build loyalty and foster word-of-mouth
advertising.
• Specific Objectives Include:
• Increase unique visitors from social channels to website by
at least 15% in the next 6 months.
• Increase Instagram followers by 500 in 6 months
• Rebuild Twitter page by posting consistently (2-3 times a
week). Following more people and welcoming at least 150
organic followers in 6 months.

9. Online Brand Persona and Voice
Adjectives That Describe Our
Brand:
• Adventurous
• Timeless
• Cultural
• Bold
When Interacting with Customers We
Are...
• Knowledgeable
• Profitable
• Genuine
• Warm

10. Strategies and Tools
Paid: On significant holidays (Fathers Day, Nat’l Coffee Day, Back
to School, Christmas) use Facebook ads to boost engagement and
engagement and views through one organic post per holiday.
holiday.
Owned: Encourage customers to snap an Instagram pic of their
beverage and food while at the store by reposting pictures. Suggest
pictures. Suggest the use of #ThreeShipsCoffee for a repost.
a repost.
Earned: Inquire about local bloggers doing an Instagram story take
over, while fueling up at Three Ships.
Monitor keywords including but not limited to: Virginia beach,
Virginia beach, Vacation, Hampton Roads, Local Coffee, Back to
Coffee, Back to School and offer them a free coffee next time they
coffee next time they stop in. Run this promo Aug-Sep.
Sep.
Tools:
• Hootsuite
Rejected Tools:
• N/A
Existing Subscriptions:
• Photoshop
• Vimeo

11. Timing and Key Dates
Holiday Dates:
• Fathers Day- June 18
• National Coffee Day– Sep 29
• Back to School- Aug-Sep
Internal Events:
• Every Thursday Pop-Up @ Waffletina
• Weekly Coffee Tasting

12. Social Media Roles and
Responsibilities
• Social Media Director: Alura Romero
• Social Media Manager: Emma Watson
• Social Media Coordinator: Tina Fey
Supporting Social Media Team
Mary-Kate Olsen (social ads support)
Ashley Olsen (customer support)

13. Social Media Policy
As an employee of Three Ships Coffee company you
are expected to uphold company standards and policy
while using social media. Here are some guidelines to
follow:
• Be respectful to all
• Use common sense
• Be the solution, not the problem
• Act helpful to customers
• Don’t put down our competitors
• Not sure about posting something? Ask before you post!

14. Critical Response Plan
Scenario 1: Inappropriate Tweet sent from @threeshipsco
Action Plan
1. When Tweet is detected:
1. Take screen shot
2. Delete tweet
3. Contact Alura Romero (Social media director) or Emma Watson (Social media
manger)
2. Alura and Emma to meet and discuss implications and evaluate further
action.
3. Alura create follow-up tweet, Emma to approve.
4. Emma to manage all further contact involving tweet (media, responses,
retweets, etc.)
5. Alura and Emma meet with employee who published tweet to see if
any further action is required.
Preapproved Messaging: No preapproved messaging required.

15. Measurement and Reporting
• Quantative KPI’s
• Reporting Period: 3 months
• Data as of: May 1, 2017
• Website Traffic Sources Assessment
• Timeframe: Monthly average. February 2017-April 2017
Source Volume Percent of Overall
Traffic
Conversion Rate
Twitter 400 Unique Visits
+40% growth
8% .75%
Instagram 350 Unique Visits
+38% growth
10% 2.50%
Facebook 210 Unique Visits
+15% growth
23% 1.80%

16. Measurement and Reporting
• Social Network Data
Timeframe: as of May 1, 2017
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter www.twitter.com/threeshipsco 2,015
+5%growth
10 posts per week
+100%increase
3%
Facebook www.facebook.com/threeships
coffee
3,538
+9%growth
3 posts per week
+60% increase
6%
Instagram www.Instagram.com/threeship
scoffee
10,008
+10%growth`
5 posts per week
+40%increase
Average Interactions
Per Post: 450

17. Measurement and Reporting
• While our Twitter account still needs work, it’s exciting to see 40%
growth in only a three month timeframe.
• Our Instagram account is still the leader in social media, pushing
out more followers and the highest conversion rate.
• Facebook is still kicking, while holding steady followers and
interactions. Facebook is our leader in overall traffic, which make
sense, since most of our customers visit that platform.
Qualitative KPI’s
• An analysis of the interactions on 100 Facebook posts, 100 Instagram posts
and 100 Tweets revealed the following:
• Customers love our décor. Twitter is flooded with praise about our interior and Instagram is
filled with aesthetically pleasing photos inside our store. Our coffee is a hit throughout all
social channels.
• Negative feedback comes from our pricing. Customer’s are not pleased with the price point of
the coffee and food we offer.