Five Guys Social media strategy. UFSMM

1. Matthew Leavitt
2/19/2017

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Requests

3. Executive Summary
• For the year 2017, it is the goal of the Five Guys chain to grow and
improve upon social media with hopes of generating interactions with
new customers, as well as strengthening the bond to the old
Planned Implementations-
• Improving upon the quality of our posts
• Creating shareable content

4. Social Media Audit
• Social media Assessment
-At the current time, Facebook is the medium used by the company that has the
most followers. Twitter follows, with Instagram coming in after that. Twitter is
used more frequently, with almost double the number of posts in comparison
to Facebook and Twitter.

5. Social Media Objectives
-Five Guys Burgers and Fries began as a small
restaurant owned by five brothers in
Arlington, Virginia, and has grown into a
successful franchise with restaurants
beginning to arise internationally. With all of
the success that Five Guys has experienced,
it is the goal of the company to maintain the
family owned, customer oriented perception
that has enabled the chain to grow into what
it currently is. As such, our social media
strategy targets the consumer, speaking with
them and not at them. We seek consumer
participation, and encourage our employees
to engage with customers through social
media.

6. Online Brand Persona and Voice
Adjectives that describe our brand
• Reliable
• Casual
• True
• Relatable
• Rugged
When interacting with customers, we
are
• Easy going
• Friendly
• Welcoming
• altruistic

7. Strategies and Tools
• Paid- buy a sponsored post on Facebook. This will expand our highest
followed medium even further, and promote our brand to a wider
audience
• Introduce a Twitter hashtag in stores and through Social Media.
Twitter is the most utilized Social Media network used by Five Guys,
but has relatively low numbers in comparison to facebook. A hashtag
would promote Five Guys on twitter, and grow the following.

8. Timing and Key Dates
• Veterans day/Memorial day
• Grilling holidays
• Valentines day
• Success with previous Promotions

9. Social Media Roles and
Responsibilities
• Marketing Director – Peggy Boris
• Online Marketing Specialist - Kenneth Westling
• Social Media Coordinator - Allison Russell
• Supporting Social Media Team Members
• Ryan Chynces (social ads support)
• Josephine Smith (customer support - social media)

10. Social Media Policy
Five guys prides itself on being a place where customer satisfaction is
of the highest importance. Part of what has developed the success of
this organization is the effort instilled into customer service. Social
media is a great way to carry this out to the public.
1.) always be respectful of customers
2.) do not banter with customers
3.) Use discretion in regards to what is posted
4.) Make it fun, and positive

11. Critical Response Plan
Innapropriate post
-Notify Peggy Boris (Marketing Director)
-Retract post
-Issue apology
Food Contamination
-Notify Peggy Boris (Marketing Director)
-Issue immediate statement to public through social media.

12. Measurement and Reporting
Requests
• KPI Analysis
• Hashtag campaigns featuring Five Guys goods receive positive sentiment from
customers
• Negative sentiment relates to price in comparison with competition.
• Proposed Action
• Continue and expand hashtag promotions, push for discounts offered through social
media.