A powerpoint presentation on the popular fast-food chain company, Chick-fil-A, and its social media marketing strategies.

1. By: Ava Ashline
05/24/2017
PUR3622

2.  Executive Summary
 Social Media Audit (May 2017)
 Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results (2017)

3. “We should be about more than just selling chicken. We should be a part of our
customers’ lives and the communities in which we serve.”
In 2017, our company will continue to engage with our followers via Twitter,
Facebook, Instagram, etc. , to make sure their priorities are met and we can
continue to improve our communication with our customers. We strive to post
intriguing content and capture special memories and share it with our audience.
Our strategies:
 Post frequently to gain more followers, and interact more with or current
audience.
 To stay up to date with what is happening in our world, and to post content that is
relatable and pertinent to our followers.

5. Social Media Assessment Date:
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Instagram
https://www.instagram.c
om/chickfila/ 735K 3 posts per week 3%
Twitter https://twitter/ChickfilA 822K 5 posts per week 3%
Facebook
https://www.facebook.co
m/ChickfilA/ 7.2M 6 posts per week 5%
LinkedIn
https://www.linkedin.co
m 70K 1 post every 4 weeks 2%
Assessment Summary: Currently, we are most active on Facebook due to the large
audience that we can reach. We need to become more active on our LinkedIn account in
order to reach a more professional audience.

6. Website Traffic Sources Assessment Date:
Source Volume % of Overall Traffic Conversion Rate
Instagram 8K unique visits 15% 2
Twitter 10K unique visits 25% 3.5
Facebook 20K unique visits 50% 5.5
LinkedIn 5K unique visits 10% 1.5
Assessment Summary: By looking at the chart, we can infer that Facebook is receiving the
most engagement compared to ChickfilA’s other social media platforms. We must take this
into account and continue to improve the trafficking of the LinkedIn and Instagram
accounts.

7. Audience Demographics Assessment Date:
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
30% 18-30 65% Female 50% Facebook 30% Instagram
To provide our customers with a
genuine and quality experience.
To deliver excellent customer
experience.
To bring together the community
and have a positive influence on
their lives, and to be apart of our
customers lives and the
communities in which we serve.
20% 31-40 35% Male 40% Twitter 20% LinkedIn
20% 41-55
10% 56-80
Assessment Summary: Our audience ranges from a wide variety of individuals, with the
millennials being the highest through Facebook and Twitter. We must continue to target other
audiences in order to expand our horizons.

8. Competitor Assessment: Date:
Competitor Name Social Media Profile Strengths Weaknesses
Netflix Twitter Are very active and post humorous content. Do not engage enough with their followers
Amazon Instagram
Amazon uploads great photos and they are skilled at
marketing. They need to attract followers for different age groups.
Costco Facebook Their followers range from all different age groups.
They need to stay up-to-date with what is trending in social
media
Assessment Summary: Chick-fil-A social media ranks #1 compared to the
companies, Netflix, Amazon, and Costco. We notice that posts with pictures and
videos receive much more engagement. Therefore, we should continue posting
graphics.

9. Business Goal: Our goal for 2017, is to increase our in-store traffic, by interacting
more with our local communities and addressing and questions and concerns they
may have about our company and our products.
Social Media Goal: Our goal is to increase more traffic on our social platforms,
especially on our LinkedIn and Instagram accounts. Here, we will keep our
followers engaged by posting genuine content and staying up-to-date with what is
going on in the world around us.
KPI’S
Quantitative: - The number of followers on our social media
-The number of posts on social media
Qualitative:
-The types of interactions we have from our social media

10. ADJECTIVES THAT DESCRIBE OUR BRAND
- Friendly
- Hardworking
- Motivated
- Unique
OUR CUSTOMERS ARE OUR MAIN PRIORITY
- Our corporate purpose is “to glorify God” through our business decisions.
- We have a human voice, rather than a corporate voice.
- It is always “our pleasure” to serve you.

11. Paid
To increase our reach of audience by paying for advertisements on Facebook, Instagram,
Twitter, and LinkedIn. This will improve the views on our page and bring more traffic.
Owned
To use hashtags such as #chickfila and #cowslivesmatter to encourage our followers to
post pictures and use the hashtags when referring to our brand.
Earned
To partner with local community organizations to network and build relations within
our communities. To offer coupons to customers who come into our stores dressed like a
cow.
Tools
Hootsuite & Buffer
Existing Subscriptions
Vimeo

12.  Holidays
Easter
Thanksgiving
Christmas
Valentines Day
Halloween
 Internal Events
Cow Appreciation Day ( July 12, 2017)

13.  Social Media Director: Steven Robinson
To create the strategies and plans for marketing whilst overseeing the companies
marketing campaign.
 Social Media Coordinator: Melissa Agnes
To keep up with each social media platform and to run customer support service.
 Social Media Manager: Kristen Hunter
To monitor the posts from the corporate and local Chick fil A pages and to take care
of promotional advertisements and relations to the public via social media

14.  Here at Chick-fil-A we are dedicated to holding our company reputation and image
to the highest degree. We want to ensure that we make our customer’s experience
individualized and pleasurable.
 Employees Responsibilities:
- To be polite
- To be sincere
- Respect the customers and their values
- To not slander any of our competitors
- Do not dispute in any online feuds
 We are very cautious with what we post on Social Media, in any case where our
company is jeopardized due to a violation of use, corrective action will take place.

15.  Scenario 1: Inappropriate Social Media Post
- Capture the post for records (take picture/screenshot)
- Delete the post ASAP
- Alert Social Media Director, Manager, and Coordinator
- Come up with public apology and corrective action
- Find out who is at fault, and decide if disciplinary action is required
 Scenario 2: Food Contamination resulting in sick customer
- Immediately have environment and food investigated by health inspector
-Work on public relations to address the situation
-Maintain a good reputation
-Apologize to those who were directly affected and cover any medical costs

16.  Quantitative KPI’s
-Recording data every 3 months
-Beginning as of May 2017
Social Network Data Date
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Instagram
https://www.instag
ram.com/chickfila/ 700K (8% growth) 5 posts/week 10%
Twitter
https://twitter/Chic
kfilA 805K (15% growth) 7 posts/ week 5%
Facebook
https://www.facebo
ok.com/ChickfilA/ 7.5M (25% growth) 8 posts/ week Appx. 800 interactions per post
LinkedIn
https://www.linked
in.com 66K (10% growth) 3 posts/week 3.50%

17. Website Traffic Data Date: January 2017-May 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook 5,000 unique visits 55% 7.5
Twitter 3,000 unique visits 25% 6.7
LinkedIn 800 unique visits 15% 4.1
Qualitative KPI: After increasing overall posts on Facebook, Twitter, and LinkedIn
there is an increase in feedback from our followers and customers due to the
implementation of our hashtags and paid advertisements.