Social Media Strategy
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This document provides a social media strategy for Wendy's. It includes an audit of current social media presence and objectives to increase engagement and followers. Strategies outlined are paid, owned, and earned content across platforms. A brand persona, content calendar, roles, and critical response plan are defined. Metrics proposed include increases in followers and engagement over 12 months to measure success.
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Social Media Strategy
- 1. Amanda Knapp | May 28, 2017
- 2. 2 TABLE OF CONTENTS Executive Summary 3 Social Media Audit 5 Social Media Objectives 11 Online Brand Persona and Voice 13 Strategies and Tools 14 Timing and Key Dates 16 Social Media Roles and Responsibilities 17 Social Media Policy 18 Critical Response Plan 20 Measurement and Reporting Results 22 Sources 25
- 3. 3 EXECUTIVESUMMARY Our goals are to increase revenues through product development, redevelopment, innovation, and increased brand awareness. To accomplish these goals we plan to work closely with our research and development teams and marketing/sales teams. Research and development will be in charge of new products and redevelopment or repurposing of current products and/or ingredients commonly found at a general storefront. Our marketing and sales teams will be in charge of product placement, advertising, and engagement of our target audience through traditional and digital mediums.
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- 5. 5 SOCIAL MEDIA AUDIT SOCIAL MEDIA ASSESSMENT Social Network Followers/ subscribers count 1,860,000 followers 7,999,233 followers 9,134 followers 839,901 followers 71,076 subscribers 525,000 followers Avg. Weekly Activity 3,500 5,025 50 560 325 470 Engagement Rate 3% 6% 0.01% 0.2% 0.03% 0.5%
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- 7. 7 WEBSITE Source Volume per day Percent of overall traffic Facebook 328 5.1% Twitter 132 2% Google+ 58 9.0% Instagram 32 4.9% YouTube 46 7.1% Pinterest 14 2.2% Blog 38 0.5%
- 8. 8 AUDIENCE Being the the world’s third largest quick-service hamburgercompany our target audience is fast-paced adults with a little free time. Typically this falls in the age category of 24 -49 year olds. Seeking to focus our product sales and pitches to this demographic to adults who have busy schedules and may have to eat on the run will coincide with our known branding. Typically we will appeal to the needs of busy, fast-paced young to middle-age adults. Generally, this target audience lives in largely populated metropolitan cities and lead very busy lifestyles. Our target market could range from lower-middle class to upper middles class. Our consumers are likely to be professionals seeking a quick bite, who value a good meal options that are not too hard on their wallet or schedule. Because these business professionals are constantly on the go theyappreciate the convenience we can offer them. They also need something that is going to give them a bit of a respite from the office energy or at least give them the pick-me-up they need to complete work at the office. We have determined that ourconsumers are professional, busy, hungry, and soda drinkers. They also appreciate a good value menu.
- 9. 9 COMPETITION 1. McDonald’s 3.44 million followers 71.1 million followers 300,990 subscribers 2.4 million followers 2. Hardee’s 59,500 followers 1.06 million followers 7,654 subscribers 61,700 followers 3. Burger King
- 10. 10 1.53 million followers 7.69 million followers 52,932 subscribers 1.1 million followers
- 11. 11 SOCIAL MEDIA OBJECTIVES Our overall business goals are to increase revenues through product development, redevelopment, innovation, and increased brand awareness. While we have a significant and impactful social mediapresence onlinecurrently, we would like to see that continue to grow in size and increase engagement with our communities across the board. To accomplish this goal we intend to generate more original content, curate more content from ourfriends and competitors, and increase our reach through customer service. 1. Maintain our influence and engagement across social media platforms 2. Increase community and community engagement across social media platforms KPIs Quantitative ● Increase social media followers/subscribers by 2% within 12 months ● Increase engagement of followers from Twitter and Facebook by 5% within 12 months Qualitative ● Utilize community to discover trends ● Utilize social media communities to reveal future consumer wants/needs Key Supporting Message Wendy’s is committed to the highest standards of integrityand fair dealing in all of its activities and compliance with both the letter and spirit of the law. We expect that all of our
- 12. 12 directors and employees will reflect these standards in their day-to-day dealings on behalf of the Company.
- 13. 13 ONLINE BRAND PERSONA AND VOICE The Wendy's persona is playful, witty, and fun. Keep in mind that ourmascot, Wendy, is just a kid! Our voice is always friendly and charming, if a bit snarky and sassy at times. We are always up for a nice joke, intriguing banter, or light challenge.
- 14. 14 STRATEGIESAND TOOLS Paid 1. Pay-per-click 2. Geotargeted ads a. Facebook b. Twitter c. Pinterest 3. Paid promotions a. Twitter b. Facebook Owned 1. Website 2. Blog 3. Social Media Earned 1. Shares 2. Mentions 3. Retweets 4. Reviews 5. Reposts Tools
- 15. 15 Approved Rejected Existing Subscriptions/Licenses All website licences and security certifications up to date and active.
- 16. 16 TIMINGAND KEY DATES National Chili Day - February 23 (Chili promotion National Hamburger Day - May 28 (hamburgerpromotions) National Cheeseburger Day - September 18 (cheeseburger promotions) Christmas week - December 18 - 25 (gift card promotions)
- 17. 17 SOCIAL MEDIA ROLES AND RESPONSIBILITIES Kurt A. Kane Chief Concept and Marketing Officer Responsibilities: all marketing, digital and culinary innovation Scott A. Weisberg Chief People Officer Responsibilities: customer service resolutions and maintenance
- 18. 18 Brandon Rhoten VP Marketing, Head of Advertising, Social Media, Digital, and Media Responsibilities: lead all advertising, media, and digital/social for a brand SOCIAL MEDIA POLICY We encourage personal engagement with Wendy’s social media platforms, but please be sure to follow our rules: 1. Employees are allowed to associate themselves with the company when posting but they must clearly brand their online posts as personal and purely theirown. The company should not be held liable for any repercussions the employees’ content may generate. 2. Content pertaining to sensitive company information (particularly those found within Wendy’s internal networks) should not be shared to the outside online community. Divulging information like the company’s design plans, internal operations, financial and legal matters are prohibited. Divulging information related to clients and customers is also prohibited. 3. Proper copyright and reference laws should be observed by employees when posting online.
- 19. 19 4. Dishonorable content such as racial, ethnic, sexual, religious, and physical disability slurs are not tolerated. 5. The company reserves the right to edit or amend anymisleading or inaccurate content depicted in blog posts. The company also reserves the right to delete blog posts violating the code of conduct.
- 20. 20 CRITICAL RESPONSE PLAN While we intend on making every interaction with ourcommunities a positive engagement, there are forces outside of our control and ideals don’t always match up. In the event of an unforeseen negative event or mismanagement of a situation this outline will serve as a guide to reduce the impact. SCENARIO ONE: Negative online comments ACTION STEPS: Monitor the situation and determine if this is a single comment or if this is becoming something more. Is there one person involved or are there multiple people posting comments. Are any possible comments being posted individual posts or response to the original commenter? PRE-APPROVED MESSAGING: Thank you for taking your time to bring this matter to our attention. We will look into this and be back in touch with you. SCENARIO TWO: Celebrity used to endorse our brand recentlyhas made a socially unacceptable comment and is receiving backlash. ACTION STEPS: Monitor the situation and determine the level of association the general public is making between the celebrity and your brand. Determine if the situation is making it necessary to issue a statement or if the incident is localized to that individual and not impacting ourbrand. PRE-APPROVED MESSAGING: We do not support the views made by _, and these views are in no way supported by Wendy's. CONTACT INFORMATION:
- 22. 22 MEASUREMENT AND REPORTINGRESULTS QUANTITATIVE KPIs ● Increase social media followers/subscribers by 2% within 12 months ● Increase engagement of followers from Twitter and Facebook by 5% within 12 months SOCIAL NETWORK DATA Social Network Followers/ subscribers count 1,860,000 followers 7,999,233 followers 9,134 followers 839,901 followers 71,076 subscribers 525,000 followers Avg. Weekly Activity 3,500 5,025 50 560 325 470 Engagement Rate 3% 6% 0.01% 0.2% 0.03% 0.5% WEBSITE TRAFFIC DATA Source Volume per day Percent of overall traffic Facebook 328 5.1% Twitter 132 2% Google+ 58 9.0% Instagram 32 4.9% YouTube 46 7.1%
- 24. 24 QUALITATIVE KPIs ● Utilize community to discover trends ● Utilize social media communities to reveal future consumer wants/needs
- 25. 25 SOURCES 1. https://www.wendys.com/en-us/about-wendys 2. http://www.adweek.com/brand-marketing/social-media-manager-behind-tweets- that-became-wendys-super-bowl-campaign-is-leaving-the-company/ 3. http://mashable.com/2017/01/05/sassy-wendys-social-media- manager/#oU2KbVvb8iqY 4. http://www.distractify.com/humor/2017/01/06/the-real-wendys-girl 5. https://www.entrepreneur.com/article/292839 6. https://www.mcdonalds.com/us/en-us.html 7. http://www.hardees.com/ 8. https://www.bk.com/ 9. https://jelizabeth.wikispaces.com/Wendy%27s+Target+Audience 10.http://blog.hirerabbit.com/5-terrific-examples-of-company-social-media-policies/ 11.https://hootsuite.com/education/courses/social-marketing/strategy/critical- response-plan