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Kendal Barker
Kendal Barker

Chickfila

Business
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PUR3622: SOCIAL MEDIA MANAGEMENT KENDAL BARKER MAY 28, 2017
TABLE OF CONTENTS I. Executive Summary II. Social Media Audit i. Social Media Assessment ii. Website iii. Audience iv. Competitors III. Social Media Objectives IV. Online Brand Persona and Voice V. Strategies and Tools VI. Timing and Key Dates VII. Social Media Roles and Responsibilities VIII.Social Media Policy IX. Critical Response Plan X. Measurement and Reporting Results
EXECUTIVE SUMMARY • The social media agenda for 2018 will delve deeper into the tools available through various social platforms in order to engage in social listening including:  Facebook Live  Instagram Live  Instagram Stories  Snapchat Stories  Facebook 360  Twitter Polls  Digital expansion through the development of the Chick-fil- A One app • Key strategies to support audience engagement and app development include:  Social listening to receive more likes, shares, comments per post, mentions and replies  Build relationships with consumers in new market niches
SOCIAL MEDIAAUDIT Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook www.facebook.com /ChickfilA/ 7.7M 4 posts per week Twitter twitter.com/Chickf ilA 822K 6 posts per week Instagram www.instagram.co m/chickfila/ 736K 4 posts per week LinkedIn https://www.linke din.com/company/ chick-fil-a- corporate SOCIAL MEDIA ASSESSMENT:
SOCIAL MEDIAAUDIT Social Network Volume % of Overall Traffic Conversion Rate Facebook 20,000 unique visits % Twitter 12,000 unique visits % Instagram 7,000 unique visits % LinkedIn 3,500 unique visits % WEBSITE TRAFFIC SOURCES ASSESSMENT:
SOCIAL MEDIAAUDIT Social Network Volume % of Overall Traffic Conversion Rate Facebook Twitter Instagram LinkedIn WEBSITE TRAFFIC SOURCES ASSESSMENT:
SOCIAL MEDIAAUDIT Social Network Volume % of Overall Traffic Conversion Rate Facebook Twitter Instagram LinkedIn WEBSITE TRAFFIC SOURCES ASSESSMENT:
SOCIAL MEDIA OBJECTIVES • Chick-fil-A’s objectives to utilize more tools offered by various social media platforms include:  Host one Facebook Live event per month.  Host a weekly Twitter Chat and come up with engaging hashtag.  Create geofilters for restaurant locations on Snapchat.  Post a daily Instagram story.  Use successful content style from competitor to make content more engaging. • Key Performance Indicators  Outreach of Facebook Live/Instagram Live  Increase in followers on all accounts • Key Messages  Chick-fil-A wants to hear from customers.
ONLINE BRAND PERSONA & VOICE Adjectives that describe our brand: • Hospitable • Family-friendly • Consistent • Quality When interacting with customers we are: • Courteous • Kind • Professional • Polite • Solution-oriented
STRATEGIES & TOOLS • Strategies  Paid  Snapchat Geofilters, Instagram promoted ads,  Owned  Work with social media influencers to create specials for their audience  Earned  Monitor Twitter and Instagram for key words including: cow, chicken, nuggets, • Tools  Approved  Hootsuite  Buffer  Rejected  N/A  Existing Subscriptions/Licenses  Vimeo
TIMING & KEY DATES • Holidays  New Years  Valentines Day  Easter  Memorial Day  4th of July  Thanksgiving  Christmas • Internal Events  Cow Appreciation Day (July 10, 2018) • Reporting Dates  Reporting will occur once a quarter in February, May, August and November on the 15th of each month.
SOCIAL MEDIA ROLES & RESPONSIBILITIES • Marketing Director: Kendal Barker  Visionary  Final Approval: PR campaign, commercials, spending • Social Media Manager: Kendal Barker  Editorial Calendar  Content Creation  Manage Campaigns • Social Media Coordinator: Kendal Barker  Publishing Content  Social Listening • Supporting Social Media Team Members
SOCIAL MEDIA POLICY • In order to uphold Chick-fil-A’s mission statement and remain above reproach, Chick-fil- A team members are required to follow a 24/7 social media conduct code. Violation of our social media policies will result in remedial action, team member discipline and possible termination depending on the severity of the offense. Guidelines include:  Zero tolerance policy for racial, ethnic, sexual, gender, religious and disability prejudice or hateful speech.  No negative commentary about customers or other Chick-fil-A team members.  Be respectful toward others.
CRITICAL RESPONSE PLAN Scenario 1: Team member treats customer rude and customer tweets about it Scenario 2: Social media team tweets controversial tweet. Action Steps: Social media team notifies specific restaurant manager of situation. Social media team reaches out publically then privately if situation persists. Action Steps: Delete tweet. Meeting with social media team to discuss incident and pre-approved message tweeted. Pre-Approved Message: Hi ____! We’re sorry to hear about your experience today. This behavior does not reflect Chick-fil-A mission statement. Your next meal is on us! Pre-Approved Message: Chick-fil-A strives to be an inclusive corporation that respects others and puts customers first.
MEASUREMENT & REPROTING RESULTS

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Chick fil-a

  • 1. PUR3622: SOCIAL MEDIA MANAGEMENT KENDAL BARKER MAY 28, 2017
  • 2. TABLE OF CONTENTS I. Executive Summary II. Social Media Audit i. Social Media Assessment ii. Website iii. Audience iv. Competitors III. Social Media Objectives IV. Online Brand Persona and Voice V. Strategies and Tools VI. Timing and Key Dates VII. Social Media Roles and Responsibilities VIII.Social Media Policy IX. Critical Response Plan X. Measurement and Reporting Results
  • 3. EXECUTIVE SUMMARY • The social media agenda for 2018 will delve deeper into the tools available through various social platforms in order to engage in social listening including:  Facebook Live  Instagram Live  Instagram Stories  Snapchat Stories  Facebook 360  Twitter Polls  Digital expansion through the development of the Chick-fil- A One app • Key strategies to support audience engagement and app development include:  Social listening to receive more likes, shares, comments per post, mentions and replies  Build relationships with consumers in new market niches
  • 4. SOCIAL MEDIAAUDIT Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook www.facebook.com /ChickfilA/ 7.7M 4 posts per week Twitter twitter.com/Chickf ilA 822K 6 posts per week Instagram www.instagram.co m/chickfila/ 736K 4 posts per week LinkedIn https://www.linke din.com/company/ chick-fil-a- corporate SOCIAL MEDIA ASSESSMENT:
  • 5. SOCIAL MEDIAAUDIT Social Network Volume % of Overall Traffic Conversion Rate Facebook 20,000 unique visits % Twitter 12,000 unique visits % Instagram 7,000 unique visits % LinkedIn 3,500 unique visits % WEBSITE TRAFFIC SOURCES ASSESSMENT:
  • 6. SOCIAL MEDIAAUDIT Social Network Volume % of Overall Traffic Conversion Rate Facebook Twitter Instagram LinkedIn WEBSITE TRAFFIC SOURCES ASSESSMENT:
  • 7. SOCIAL MEDIAAUDIT Social Network Volume % of Overall Traffic Conversion Rate Facebook Twitter Instagram LinkedIn WEBSITE TRAFFIC SOURCES ASSESSMENT:
  • 8. SOCIAL MEDIA OBJECTIVES • Chick-fil-A’s objectives to utilize more tools offered by various social media platforms include:  Host one Facebook Live event per month.  Host a weekly Twitter Chat and come up with engaging hashtag.  Create geofilters for restaurant locations on Snapchat.  Post a daily Instagram story.  Use successful content style from competitor to make content more engaging. • Key Performance Indicators  Outreach of Facebook Live/Instagram Live  Increase in followers on all accounts • Key Messages  Chick-fil-A wants to hear from customers.
  • 9. ONLINE BRAND PERSONA & VOICE Adjectives that describe our brand: • Hospitable • Family-friendly • Consistent • Quality When interacting with customers we are: • Courteous • Kind • Professional • Polite • Solution-oriented
  • 10. STRATEGIES & TOOLS • Strategies  Paid  Snapchat Geofilters, Instagram promoted ads,  Owned  Work with social media influencers to create specials for their audience  Earned  Monitor Twitter and Instagram for key words including: cow, chicken, nuggets, • Tools  Approved  Hootsuite  Buffer  Rejected  N/A  Existing Subscriptions/Licenses  Vimeo
  • 11. TIMING & KEY DATES • Holidays  New Years  Valentines Day  Easter  Memorial Day  4th of July  Thanksgiving  Christmas • Internal Events  Cow Appreciation Day (July 10, 2018) • Reporting Dates  Reporting will occur once a quarter in February, May, August and November on the 15th of each month.
  • 12. SOCIAL MEDIA ROLES & RESPONSIBILITIES • Marketing Director: Kendal Barker  Visionary  Final Approval: PR campaign, commercials, spending • Social Media Manager: Kendal Barker  Editorial Calendar  Content Creation  Manage Campaigns • Social Media Coordinator: Kendal Barker  Publishing Content  Social Listening • Supporting Social Media Team Members
  • 13. SOCIAL MEDIA POLICY • In order to uphold Chick-fil-A’s mission statement and remain above reproach, Chick-fil- A team members are required to follow a 24/7 social media conduct code. Violation of our social media policies will result in remedial action, team member discipline and possible termination depending on the severity of the offense. Guidelines include:  Zero tolerance policy for racial, ethnic, sexual, gender, religious and disability prejudice or hateful speech.  No negative commentary about customers or other Chick-fil-A team members.  Be respectful toward others.
  • 14. CRITICAL RESPONSE PLAN Scenario 1: Team member treats customer rude and customer tweets about it Scenario 2: Social media team tweets controversial tweet. Action Steps: Social media team notifies specific restaurant manager of situation. Social media team reaches out publically then privately if situation persists. Action Steps: Delete tweet. Meeting with social media team to discuss incident and pre-approved message tweeted. Pre-Approved Message: Hi ____! We’re sorry to hear about your experience today. This behavior does not reflect Chick-fil-A mission statement. Your next meal is on us! Pre-Approved Message: Chick-fil-A strives to be an inclusive corporation that respects others and puts customers first.