UFSMM project 1 - IHOP Social Media Strategy
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This presentation outlines a mock social media strategy for the popular American restaurant IHOP. This project was for my Social Media Management Class at UF.
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UFSMM project 1 - IHOP Social Media Strategy
- 1. By Jessica Giles 6/6/18 IHOP Social Media Strategy
- 2. Table of Contents 1. Executive Summary 2. Social Media Audit A. Social Media Assessment B. Competitor Assessment 3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles & Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement & Reporting Results
- 5. 2a: Social Media Assessment Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/ IHOP 317,000 7 posts per week 0.07% Instagram https:// www.instagram.com/ ihop/ 626,000 4 posts per week Average of 8,000 likes & comments per post Facebook https:// www.facebook.com/ IHOP/ 3,628,827 2 posts per week 0.01% Linkedin https:// www.linkedin.com/ company/ihop/ 17,524 0 posts 0% Instagram gets the most engagement and could likely get more if posts were more frequent. Our Facebook presence could also be helped by more frequent posting. The Twitter account doesn't have very good engagement considering the frequency of posts. The Linkedin channel isn't used and the page should be dissolved.
- 6. 2b: Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Denny’s TW: @DennysDiner Witty posts that draw a lot of engagement. Frequently engages in conversations with customers Account is text-heavy. Tweets lack visual component. Waffle House TW: @WaffleHouse Posts frequently with visuals. The #whosyourallstar promotes user- generated content. A lot of business-customer interaction Business tends to only respond to positive customer comments but doesn’t address the negative ones. Bob Evans FB: Bob Evans A lot of varying content with strong visuals. Despite varying, interesting content meant to promote positive interactions, most of the comments are negative. The company fails to address overarching problems that are frequently brought up in customer comments
- 8. 3. Social Media Objectives In 2019 our goal is to increase revenue by using our social media accounts to drive sales transactions. To do this we will increase post frequency and encourage customer participation on our social channels to help them develop a personal tie with our brand. Specific Objectives: Ê Increase our Facebook posting frequency to once a day Ê Increase brand mentions on Twitter by 20% in six months Ê Increase use of visuals on Twitter account by 50% in six months
- 9. Social Media Objectives Cont’d. KPI’s: Ê Number of Facebook posts per week Ê Number of visuals posted on Twitter per week Ê Number of brand mentions per week Ê Sentiment analysis Key Messages: Ø Eat Up Every Moment Ø Come Hungry. Leave Happy
- 10. 4. Online Brand and Persona Adjectives that describe our brand: Ê Casual Ê Funny Ê Quirky When interacting with customers we are: Ê Courteous Ê Friendly Ê Engaging
- 13. 6. Timing and Key Dates Holiday Dates Ê Valentines Day Ê Easter weekend Ê Christmas Day Internal Events: Ê National Pancake Day (February) *Reporting will occur quarterly in March, June, September and December
- 14. 7. Social Media Roles & Responsibilities Chief Marketing Officer: Brad Haley Ê Conducts audience research Ê Develops new marketing campaigns Ê Oversees all other marketing efforts Executive Marketing Director: Darrin Kellaris Ê Develops and executes brand strategy Ê Handles rebranding of all guest technology Ê Leverages partnerships with influencers
- 15. 8. Social Media Policy Although there may be multiple employees monitoring and posting on IHOP’s social media accounts, it’s important that every interaction is consistent with our brand. All employees will adhere to the following rules when posting on any IHOP social media account: 1. Make responses timely and courteous 2. Err on the side of caution (If you have reservations about a post, don’t post it!) 3. Try to include some sort of visual in each original post 4. Don’t use profanity 5. Refrain from responding to customer comments via your personal social media accounts
- 17. Critical Response Plan Cont’d. Scenario 2: A slew of customers from a region get salmonella poisoning from local IHOP Once the situation is detected: 1. Brad will confirm details with local hospitals 2. Brad will draft a statement on the incident, which Darrin will post on all IHOP social media accounts 3. Brad will handle media interactions 4. Darrin will update social media accounts as more information is known Pre-approved message: None. A statement will be drafted based on the facts collected from the hospital
- 18. 10. Measurement & Reporting Results Website Traffic Sources Assessment Timeframe: June 2018 – August 2018 Source Volume Percentage of Overall Traffic Conversion Twitter 5,000 unique visits 19% 1.2% Facebook 8,000 unique visits 37% 3.4%
- 19. Measurement & Reporting Results Cont’d. Social Network Data Timeframe: as of August 1, 2018 Social Network URL Follower Count Average Weekly Activity Engagement Rate Twitter https:// twitter.com/ IHOP 325,000 7 posts per week .12% Facebook https:// www.facebook.c om/IHOP/ 3,635,827 7 posts per week 1.1% Instagram https:// www.instagram. com/ihop/ 650,000 5 posts a week Average of 8,600 likes and comments per post Linkedin Deleted N/A N/A N/A
- 20. Measurement & Reporting Results Cont’d. Ê We’ve increased our posting frequency on Facebook, which in turn helped increase our engagement rate by 1% Ê We decided to delete our brand’s Linkedin account since it was not being used. This allowed us to better allocate our time and resources to social channels that better fit our brand Ê We exceeded our goal of increasing our use of visuals on Twitter by 50%. By simply incorporating a photo, video or GIF whenever possible, we were able to increase our use of visuals by 55% on Twitter
- 21. Measurement & Reporting Results Cont’d. #WhyIHOP Performance: Ê From June 1, 2018 to August 1, 2018 the hashtag was used 4,500 times on Twitter and 2,300 times on Instagram Ê The hashtag prompted much more user-generated content than we were used to seeing Sentiment Analysis Ê Most comments on all social media accounts are positive, particularly those prompted by the #WhyIHOP campaign Ê Many negative comments refer to poor customer service
- 22. Proposed Actions Ê Expand the #WhyIHOP to Facebook Ê Continue to increase visuals on Twitter Ê Consider doing giveaways or offer special coupons on the various social media accounts to encourage more engagement and drive sales