Social Media Strategy by Group 7

1. SUGAR
AFICIONADOS
OF CANBERRA
There's more to Canberra than government and politics
A S O C I A L M E D I A S T R A T E G Y B Y G R O U P S E 7 E N

2. DISCUSSION POINTS
Social media channels
Goals + Objectives
Key target personas
The Account
Key Messages
Roles and responsibilities
Voice + tone
What content you plan to post
When you plan to post
Visual style of content
Call-to-actions
Engagement
Sample Posts

3. @SUGARAFFICIONADOSCBR
Based on our market research Instagram has
been identified as the best platform for posting
high quality content as well as quotes and stories
for our brand
It is widely recognised as the best platform for
visual content
The platforms, filters and tools will serve to
further improve the quality of content posted
Lua 2017)(.
Instagram

4. Goals and Objectives
What we aim to do and how we'll do it
GOAL #1 - INCREASE BRAND
AWARENESS
Increase follower count to 50
within first week of launch
Reach all target audiences within
a 10km range of business within
2 months.
GOAL #2 - INCREASE BRAND
ENGAGEMENT
50% of followers reacting to all
posts after one month of launch
Brand hashtag used by 30% of
followers on post within 2
weeks
GOAL #3 ESTABLISH A
SOCIAL COMMUNITY
AMONG TARGET
AUDIENCES
Post one testimonial every
two weeks
Post one call-to-action a
week

5. Mia Montana
WORKING MUM
AGE: 35-50
GENDER: Female
SALARY: Mid-High income earner
LOCATION: Urban
CAFE FREQUENCY: Weekends only
BACKGROUND:
Works part-time at an office
A mother to three children
ONLINE BAHAVIOURS
Loves reading food reviews
Looks for cooking tips on Pinterest
Loves searching baking recipes
WHAT INFLUENCERS HER:
Her childrens opinion
Articles (Her Canberra is a favourite)
A good review
WHAT SHE'S LOOKING FOR
Somewhere to eat where both herself
and kids would like
Menu must have a wide variety for her
picky children
Child friendly cafes
LIKES
Reading a good book
Spending time with her children
Visiting new places
DISLIKES
Bad service
Uncomfortable furniture
Bad coffee
"I love taking every opportunity to spend time with
my children and spoil them with sweets just for the
weekend"

6. Katie Jordan
UNI STUDENT
AGE: 18-25
GENDER: Female
SALARY: Low income earner
LOCATION: Urban
CAFE FREQUENCY: twice a week
BACKGROUND:
Currently studying a communition
degree
Works part-time
Social butterfly
ONLINE BAHAVIOURS
Instagram is life
Loves foodie blogs
Looks for up and coming cafes
WHAT INFLUENCERS HER:
Friends and colleagues
Blogs, articles and Instagram fluencers
A good review on cafes
WHAT SHE'S LOOKING FOR
Funky cafes with even better-looking
food
A central place to catch up with friends
A good dessert menu
lLIKES
Spedning quality time with friends
Music festivals
Indugling her sweeth tooth
DISLIKES
Obnoxious people
Overpriced coffee
Brussel sprouts
"I love catching up with friends on the weekend, and
going somewhere that serves delicious treats that are
Instagram worthy"

7. Key
Messages
CANBERRA IS MORE THAN
GOVERNMENT AND POLITICS
CANBERRA: A HIDDEN GEM
FOR THE SECRET SWEET-
TOOTH
INDULGE IN FOOD AND
FRIENDSHIP

8. Sam Beresford
Team leader, visual presentation,
goals and objectives, key messages
Felix Bernhardi
Call-to-actions, visual style guide,
goals and objectives
Sadhana Srirmulu
Content logistics, background
research
Andrea Stewart
Key personas
Ro Em
Sample posts, hashtags,
engagement

9. Voice & Tone
Playful, cheeky, fun + personal

10. Voice is a description of the unique, distinctive voice of the brand.
Having said that, with the different types of content that will be posted throughout, it will highlight elements of
appropriate and relevant rhythm, pace and language which ranges from being short & sharp to rich and poetic
choice of words.
Tone is how we use our voice in different situations. Although we will be expressing elements of being playful,
cheeky, fun & personal, our tone will differ by understanding the emotional state
and adjusting our tone accordingly to provide the best service for our audiences.
When customers express satisfaction – being thankful and capitalising on the relationship further (e.g. asking
them if they’ll be happy to provide testimonials & perhaps be on the advocacy program)
When customers lodge a complaint about the service / quality of food – apologetic & being honest in answering
them to show and make them feel “valued” (Hilde, Voorveld, Guda van Noort, Muntinga & Bronner 2018)

11. Content Logistics
In research conducted by Voorveld (2018) he highlights content feature can be divided into the categories of text,
visual and audio content. From this, it can be inferred that visual and audio content are the most effective, as it
helps increase engagement.
Photo posts (using relevant filters)
Human faces - create personal connection
Quotes - establishing a voice amongst competition
Lifestyle posts - gives community opportunity to know the brand
Testimonials - adds credibility
Fun facts - makes brand unique
Promotional posts - call to action/raise awareness of specials, deals
and offers
Video Posts
Stories featuring social engagements
Boomerangs
Emoji slider poll

12. When Will
We Post?
According to SproutSocial (2019), Wednesday
11am and Friday 10-11am are the overall best
times to post for higher engagement and most
consistant engagement is Tuesday to Friday.
More specifically, our brand falls under the
service delivery category and the best time to
post is Wednesday at 3pm.
Therefore our brand will aim to post;
Monday-Friday 11am-5pm
Thursday at 3pm (adopts social culture in
Australia)
Friday 10am-3pm (introduction to weekend)
Saturday 10am-2pm (engagement spike on
weekends)

13. Visual Style of
Content
Bright and bold
colours that help
capture the attention
of people scrolling
through Instagram
Colourful and lively
colours with high
contrast (e.g. blue
and yellow)

14. CALL TO
ACTIONS
"Follow our page"
"Turn on notifications for our upcoming posts"
"Leave a comment"
"Share/tag a friend"
"Read more posts"
"Forward to a friend"
"Follow us to find out the next sweet tooth
hotspot in Canberra" (Laurence 2019)

15. Engagement Plan
4. STAY TOPICAL
(UP-TO-DATE)
Pay attention to the
latest trends
5. MAKE A MOVE
Interact and engage with
the target audience
6. FIND THE TIME
Use applications such as
stream-this and tag-this
to improve efficiency
and track progress
(Tran 2019)
2. KNOW YOUR
AUDIENCE
Listen to customer
feedback and understand
their wants/needs
3. ORGANISE
(CREATE + SHARE
VALUABLE
CONTENT)
Align and address to
customer needs directly
DEFINE YOUR
GOAL
1.
To increase engagement
with customers and
improve their
satisfaction

16. Sample Posts
The works of art! Sumptuous brunch or lunch that
everyone is welcome even if you are vegan. #ricardoscafebrunch
Sweet Dreams are made of these! Quests for energy fulfillment is here!
#Ricardosbelconnen
Oooh..
Summer is here! So, don’t be left behind without having these freak shakes in
Canberra!
#patissezmanuka

17. References
Clement, (2019), The Most famous social network sites 2019, by active users. Retrieved from
https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Complete Guide to Optimizing Your Social Content. Retrieved from
https://buffer.com/library/what-to-post-on-each-social-media-platform
Content. Retrieved from https://www.dreamgrow.com/30-working-calls-to-action-for-your-social-media-site/
Dreamgrow (2018, June 18). 34 Call to Action Examples for Your Social Media
Eat reservations platform management platforms (n.d.) Retrieved from www.eatapp.co.aue
Fanguy, W. (2019). A quick guide to choosing a colour palette. Retrieved from
https://www.invisionapp.com/inside-design/quick-guide-color-palette/
Graham, R. (2019) How to build Social Media Plan Webinar. Retrieved from https://www.youtube.com/watch?
v=y2b1sS5VkZAJ.
Guide for Marketers. Retrieved from https://blog.hootsuite.com/social-media-engagement/

18. Hilde A. M. Voorveld, Guda van Noort, Daniël G. Muntinga & Fred Bronner (2018) Engagement with Social Media
and Social Media Advertising: The Differentiating
Role of Platform Type, Journal of Advertising, 47:1, 38-54, DOI: 10.1080/00913367.2017.1405754
Laurence, C. (2019). Call To Action Instagram: 12 Creative CTAS To Test On Your Account. Retrieved from
https://www.plannthat.com/call-to-action-instagram/
Leaning, B. (2019, April 30). 31 Call-to-Action Examples You Can’t Help But Click. Retrieved from
https://blog.hubspot.com/marketing/call-to-action-examples
Lua, A. (2017, September 7). What to Post on Each Social Media Platform: The Pinterest (2019). Retrieved from
https://www.pinterest.es/pin/342484746662876600/
Miller, J. (2019) The 56 Best Hashtags for Bars and Restaurants. Retrieved from
https://www.shortstack.com/blog/the-56-best-hashtags-for-bars-and-restaurants/
Tran, T. (2019). How to Increase Social Media Engagement: A guide for marketers. Retrieved
from https://blog.hootsuite.com/social-media-engagement/
Visit Canberra. Dining to Suit all tastes in Canberra. Retrieved from https://visitcanberra.com.au/eat-and-
drink/restaurants-and-cafes
Visit Canberra Corporate. Latest Visitor Numbers. Retrieved from https://tourism.act.gov.au/insights/research/