A social media audit and objective plan for Shake Shack

1. Shake Shack Social Media
Strategy
Prepared by Kate Eyler
2/24/2018

2. Table of Contents
š Table of Contents
š Executive Summary
š Social Media Audit - include as much information as possible - SM assessment (required),
Website, Audience and Competitors (required)
š Social Media Objectives
š include photos representing the demographics
š Online Brand Persona and Voice
š include screenshots of examples in addition to the description
š Strategies and Tools
š Timing and Key Dates
š Social Media Roles and Responsibilities
š Social Media Policy
š Critical Response Plan
š Measurement and Reporting Results

3. Executive Summary
š Established in 2004, Shake Shack is a modern take on fast casual hamburgers.
Predominantly a regional company, Shake Shack takes pride in providing quick, quality,
food without breaking the bank. We also pride ourselves for contributing to CSR initiatives
and community outreach programs listed on our website under “Stand for Something
Good”.
š Target market segment: focus has largely focused on millennials, however segments of
our market cover financially dependent teenagers as well as older, more established
diners. Shake Shack engages with middle and upper middle class socioeconomic
categories.
š Our social media strategy this year will be to stimulate increased levels of engagement
across all social media platforms. In doing this, our focus will be on quality and quantity of
social media interaction. This is a tried and true staetgy as it will allow us to expand
existing connections with our customer base and add additional customers in the
process.
š Our Strategies:
š 1. Increased response rates on social media platforms as well as additional posts to stimulate
engagement
š 2. Reward user generated content heavily, create viral content

4. Social Media Audit (Late February 2018)
Network Follower Count Mean Posts/Week Mean Engagement/Post
Facebook 298442 7 450
Twitter 75800 3 25
Instagram 440000 6 2300
Snapchat 11800 16 16
Giphy 124.7M (Views) <1
YouTube 1368<1 45
LinkedIn 11358<1 100

5. SM to Website Traffic
Network Unique Visitors to Site
Facebook 15000
Twitter 1225
Instagram 6600
Snapchat 2500
Giphy 1500
YouTube 400
LinkedIn 8500
Facebook
42%
Twitter
3%
Instagram
19%
Snapchat
7%
Giphy
4%
YouTube
1%
LinkedIn
24%
PERCENTAGE OF TRAFFIC TO SITE

6. Website to Customer Conversion
Network Unique Visitors to Site
Percentage Overall
Traffic Conversion
Facebook 15000 42% 3.2%
Twitter 1225 3% 1.8%
Instagram 6600 19% 5.5%
Snapchat 2500 7% 3%
Giphy 1500 4% 0.09%
YouTube 400 1% 1.2%
LinkedIn 8500 24% 1.4%

7. Insight on the Data
š Facebook and LinkedIn generate the majority of website traffic
š Instagram and Facebook taut the highest conversions
š Despite relatively low LinkedIn followership, it is a significant source of traffic to the site

8. Competitors
Competitor
Social Media
Profile Strengths Weaknesses
In N Out Facebook
Massive follower base and highly engaged
followers. Very high rate of followership to
check-ins
Fewer posts, not
significant variety
Steak and Shake Facebook Interesting, differed content Low follower base
Smash Burger Facebook Quick response time, high engagement
Low follower base,
services limited
geographic region

9. Social Media Objectives
š Overall increase engagement (leading to brand awareness) of Shake Shack on all
platforms. This will increase product revenue while also strengthening and creating
customer relationships
š We will do this by:
š Posting more Facebook content that encourages interactions: polls, questions etc. •
š Using more hashtag campaigns to increase mentions and timeline/feed visibility (specifically on
twitter)

10. Social Media Objectives
KPIs
Qualitative
Enagagment per
post Follower count Traffic to site
Quantitative
Segment Analysis Trends Post content
Supporting Message
High-quality fast-
casual food suitable
for any occasion

11. Social Media Objectives: Demographics
š Millennials are the target consumer with a primary interest in Instagram and Facebook.
Social media campaigns should stress convenience and price because those are the
motivating factors for purchase.

12. ONLINE BRAND PERSONA AND VOICE
What describes our
brand
craved mouthwatering cool new
tasty casual trendy
Brand voice in social
media
Genuine Tasteful
Authentic

13. Timing & Key Dates
š Key dates:
š Summer holidays (Memorial day, 4th of July, Labor Day)
š Times
š Warm weather seasonal
š Reporting
š Monthly
š Quarterly
š Annually

14. Social Media Policy
š Director of Brand Marketing and Communications : Laura A. Enoch
š Responsibilities
š Lead, manage and develop marketing strategies, programs and communications that position
and further cement Shake Shack as a fun, lively community gathering place and the leading
modern day “roadside” burger stand.
š Manage and assist in the creative development of in-store Shack guest experience and brand
initiatives in-store and online.
š Manage and support PR and communications strategies in assigned markets’ and Shack-wide

15. Social Media Policy
š We realize with how many customers we are able to connect with through social media,
having a sound social media policy that showcases our brand in the best possible light is
of utmost importance. Below are the characteristics that we strive to provide in our social
media interactions.
š Be respectful • Be friendly • Be prompt • Proofread • Get approval from coworkers and
managers on posts • Follow the editorial calendar • Ask for manager advice before
responding to a negative sentiment comment/tweet/post • Uphold company values on
your personal social media accounts • Refrain from profanity • Be polite always • Follow
Brand Persona in all posts • Be human • Share positive emotions • Try to be relatable and
humorous when possible • Follow other company’s best practices