Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Café kolache social media strategy plan


Published on

Final Social Media Strategy Memo for Cafe Kolache

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Café kolache social media strategy plan

  1. 1. Café Kolache Café Kolache To: Nicole Usher From: Marissa Dever CC: Café Kolache Social Media Team Date: 5/25/17 Re: Social StrategyPlan Census:Whatis already happeningonthe social media. Website: Facebook:  2,622 people likethe page  1,517 people have checkedin  It has a verycomplete profile,withall the informationaboutthe restaurant provided.The profilepicture issharp,butthe bannerneedstohave a higher qualityphotothatfitsthe dimensionsof Facebook.The postsaboutemployees getthe mostcomments,typicallyfromfamily. Twitter:@cafekolache  458 Followers  Again,there’s acomplete profile,buthalf the tweetsare repeatsfromFacebook that simplydonotlookgoodon the platformwithmessyFacebooklinks.The bestengagementare whenthe followersare askedaquestion andactually replytothe account, rather thanpromotion. Instagram:@cafekolache  193 Followers  There’sa lowpostingconsistencywiththisaccount,andnotall of the images are of the same quality.Additionally,the name forthe accountneedschanged fromthe name of the ownerto “Café Kolache”to avoidconfusion.Whenthe imagesare of goodqualityandengage withhashtags,there’sahigherratioof likes. Comparingtotwo competitors:Kretchmar’sBakeryandWafflesInCaffienated.  Kretchmar’sBakery:It’solderandmore established,sotheyhave higherlikes on Facebook.However,theirTwitterfeedwill have deadFacebooklinksandhas the same issue of repeatedFacebookcontent.It’sevenworse inawaywith mosttweetssaying“Ijustposteda photoon Facebook.”Theydon’thave any othersocial media,and theirsocial mediaisnotlinkedontheirwebsite.
  2. 2. 2  Waffles,INCaffeinated:It’sabreakfastrestaurant that’sevennewertothe area, but hasa lotmore likesonFacebook.Theirpostsare a majoritypromotional, but whenpeople docommentonthem(mostly onFacebook),they’re respondingtocustomerseverytime.Manyof the posts feature avarietyof high-resolutionphotosof the food,buttheykeepitsolelyfocusedonthe food. They don’tfeature anyphotosof employees,whichhasthe bestengagement for Café Kolache. Goals:How we want to grow General:  We wantto increase engagementonsocial mediaby30% bythe endof the summer(endof August2017).  We will be targetingpeople withinwalkingdistance of Beaver,PA since thereis limitedparking,womensincetheymake upslightlymore thanhalf of the populationof the borough,andpeople withsome college educationsince they have the highestuse of social media,accordingtoPew ResearchCenter.  Thiscan be achievedwithaconsistentpostingschedule andunderstanding whatcontentpromptspeople tocomment,like,share,etc.more.Itwill be measuredbycomparingthe numberof unique engagements(comments,likes, shares,etc.) tothe page reach.  Return on Investment:We wantto fosterthe same sense of communitywe have inperson,online,sincemembersof ourcommunityalsoexistonline. Facebook:  We wantto examine those unique commentsandsharesandgetthose to increase bythe endof August2017.  We are tryingto target womenoverthe age of 50, since overhalf of that age range is on Facebook.  They’ll wanttoengage withthose employeepicturesandwanttoshare them withfriendsandfamily,somostof the Facebookcontentwill be centered aroundthe employeesandthe sense of communitysurroundingthe store (small profilesonemployeesandregulars,behindthe scenesvideos,etc.).  Return on Investment:We cantrack thiswithFacebookpage analytics and Crowdtangle.Spendingthe moneyonananalyticstool forFacebookis importantsince it’s the largestsocial mediaplatform andwe wanttomake sure we’re providingcontentthatthe large audience wantstoengage with. Twitter:  We wantto encourage more mentions,replies,andretweetsonthisplatform by the endof August2017.  For thisplatform,we wantto engage bothmillennialsandthe over40 local theatre crowd.  We hope toachieve thisby postingunique postsfromFacebookand encouragingpeopletotweetthe favorite thingstheyoverhearfromemployees, includingthe co-ownerHugh andwe wouldtweetthingswe hearfromhimto getthat startedin the firstplace.  We’dalsowant to create our ownhashtag,#kolachehugh,toencourage trendingandto getmore eyesonthe brand. People whoknow Hughorwho
  3. 3. 3 justcome in and findhimfunnycanshare theirexperience andmake people wantto also share inthat experience.  We alsowantto keepan eye outfor people inourareacomplainingabout Starbucks,and encouragingtocome downto the café.  Return on Investment:We’ll trackthisengagementsuccesswithTweetbinder, lookingatconversationsandhow muchthe hashtag isused. Instagram:  We hope toincrease the numberof followers andpeople commenting on Instagramby Augustof 2017.  Here we’re still targetingpeopleinthe area,especiallythose wholist“foodie” or similarideasintheirdescriptions.  We wantto have a more consistentpostingschedule inadditiontousinga largernumberof hashtagsand trackinghow well differenthashtagsdo in encouraginglikes,comments,andfollowers.We alsowanttomake sure all the photosare highquality(especiallybeingcarefultomake sure none of themlook fuzzy).  Instagramis the platformtoreallyplayupthe uniquenessof the café,since we are providingbakedgoodsandcoffee,butnottypical bakedgoods.  Return on Investment:We’ll be trackingourgrowth usingIconosquare, especiallylookingathashtagsas comparedtoposts witha lotof likesand comments. Snapchat:  We’re goingto create a Snapchat,as well asa filter(whileitwouldcostmoney for the filter,itcreatesmore of a chance to engage and fosterthatonline community),andthenwe will trytohave at least25 followersviewingour Snapstoryconsistentlybythe endof August2017.  Cross-promotiononothersocial mediawill alsobe importanttogetpeople over to the platform,andwe can tease whatemployee istakingoverthe platform that day to garnerinterestandkeeppeoplecomingback.  SimilartoTwitter,we can encourage peopletoshare Snapsof themselvesinthe café,whichwe couldshare on othersocial media.  Café Kolache doesn’tcurrentlyhave aSnapchat,butitreallyneedsone since it’s a way to engage withamillennial audience,create unfinishedcontentforthem to engage withandshare,and provide the behindthe scenesimagesthat alreadydowell onsocial media.  Return on Investment:We’dtrackthisgrowthwith Snaplytics, since the platformisstartingfromscratch, it’ll be reallyimportanttostill spendthe moneytogain a deeperunderstandingof how wellthe platformismovingasit begins.