This is a project for my Social Media Management course at the University of Florida. It is a social media strategy that I have come up with for Chili's in order to bring more positive exposure to the brand.

1. CHILI’S GRILL & BAR
Rodrigo Noguerol

2. Table of Contents
 Slide 1-2……………………..Executive Summary
 Slide 3-10……………………..Social Media Audit
 Slide 11-12……………………..Social Media Objectives
 Slide 13…………………….. Demographic Photo
 Slide 14……………………..KPI’s and Key Messages
 Slide 15……………………..Online Brand Persona and Voice
 Slide 16……………………..Strategies and Tools
 Slide 17-19……………………..Social Media Photo Examples
 Slide 20……………………..Timing and Key Dates
 Slide 21……………………..Social Media Roles and Responsibilities
 Slide 22……………………..Social Media Policy
 Slide 23-24……………………Critical Response Plan 1 and 2
 Slide 25-26…………………… Measurement and Reporting Results
 Slide 27-30…………………… Measurement and Reporting Results Summary
 Slide 31-32……………………Qualitative Data

3. Executive Summary
 Goal:
 Our social media goal for 2017 will be to increase
the amount of followers we have on Instagram,
Facebook, and Twitter in order to increase our
brand awareness and drive more people to our
website. We hope that this increase in followers
and engagement will also complement our
financial goals for 2017, which is to increase
revenue by 15%.

4. Executive Summary
(Continued)
 Key Tactics
 Distribute more video and image based content
on Facebook and Instagram.
 Release a social media app game where
audience can compete to win special prizes and
discounts.
 Utilize Facebook Live for sneak peak of new
menu items and also to give different cities a
chance to show their identity and connection to
the community.
 Establish a social media calendar with themed
days for every month. Example: Taco Tuesday,
Margarita Wednesdays

5. Social Media Audit
 Social Media Assessment
Social
Network
URL Followers
Or Likes on
Page
Avg Weekly
Activity
Avg Likes
PerPost
Instagram Chilis
Instagram
170,000 3 Posts Per
week
1,300.5 Likes
Facebook Chilis
Facebook
4,041,843
Page Likes
5 Posts per
week
999.38 Likes
Twitter Chilis Twitter 354,000 3 Posts per
week
25 Likes

6. Social Media Summary
 After evaluating Chili’s Instagram, Twitter, and
Facebook, it seems as if Instagram is receiving
the most engagement, in terms of likes,
followed by Facebook and then Twitter.
However, Facebook leads in shares and
comments out of all three platforms. As for
followers and likes of each social media page,
Facebook leads with the most page likes
(4,041,843), followed by Twitter (354,000) and
Instagram (170,000).

7. Website Traffic Assessment
Source Volume % of overall
traffic
Conversion
Facebook 3,000 unique
visits
50% 5%
Twitter 1,500 unique
visits
20% 2%
Instagram 2,500 unique
visits
30% 4.5%

8. Website Traffic Summary
 Out of our main social channels we are getting
the most traffic in terms of unique visits a day
from our Facebook page, which also
dominates in the percentage of overall traffic.
Additionally, the highest conversion rate is also
coming from Facebook, followed by Instagram
and then Twitter. This reflects our market’s
loyalty and engagement potential in the
Facebook and Instagram platforms.

9. Audience Demographic
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondar
y Social
Network
Primary
Need
Secondar
y Need
18-34 (70%) 55% Men
45% Women
Facebook Instagram Social
Connection
Career
35-51 (18%) 55% Men
45% Women
Facebook LinkedIn Family Career
52-68(10%) 55% Men
45% Women
LinkedIn Facebook Family Retiremen
t
69+ (2%) 55% Men
45% Women
NA NA Family Health

10. Audience Demographic
Assessment
 The vast majority of our target audience falls
between the ages of 18-34. Although the
majority of our audience is men with 55%,
women are still very crucial to our audience
because they are 45% of our target audience.
Individuals in this age range are heavy users
of Facebook and Instagram, which
compliments their reliance on visual content
and connection with others. Individuals in this
range are primarily focused on their
relationships and careers.

11. Competitor Assessment

12. Competitor Summary
 Our Top 3 competitors are very successful at
displaying their brand identity on all of their
social channels. They have a great deal of
devoted followers who seem to be intrigued by
the beautiful photos, new menu item updates,
and social media competitions they provide.
Additionally, all of our competitors do a great
job at listening to feedback and responding to
customer complaints in a professional and
timely manner. The competition can improve
by guiding their followers to their website and
also by posting more unique content.

13. Social Media Objectives
 Our goal for 2017 will be to increase the
amount of followers we have on all our social
media platforms in hopes it will bring more
people to our restaurant and increase our
profits. We hope that this increase in
engagement in social media will also drive
more people to our website, where they can
place online orders, become rewards
members, and enter special competitions.

14. Social Media Objectives
Specific
 Increase the number of followers we have on all social media platforms by
15% by the end of 2017.
 Increase our number of unique visitors on our website from our social
media pages by 40% by the end of 2017.
 Have at least 3-4 social media competitions every quarter with 500+
participants by the end of 2017.
 Increase our average weekly activity by 10% by the end of 2017.
 Increase the number of likes on our posts by 15% by the end of 2017.
 Increase our conversion rate 30%

15. Demographic Photo

16. KPI’s and Key Messages
 KPI
 Number of Twitter, Instagram, and Facebook
followers.
 Unique daily visitors on our website coming from our
social media pages.
 Number of videos and/or photos posted every week.
 Average number of “likes” on our videos and photos.
 Number of participants in competitions
 Conversion rate through social media codes
Key Messages:
 Mouthwatering food at an affordable price.
 Welcoming environment and quality service.

17. Online Brand Persona and
Voice
 Adjectives that Describe our brand
Welcoming
Enjoyable
Mouthwatering
Classic
Impressive
Energetic

18. Strategies and Tools
 Paid- Boost and promote new recipes, promotions/specials, and classic menu items on Twitter, Instagram, and
Facebook at least three times a week for each social platform.
 Owned- Launch an easy social media game called “Chili’s Guess That Ingredient” where individuals play an
interactive game on our website to guess what ingredients go into our most popular menu items, such as Fajitas
and Chocolate Lava Cake. If they achieve a certain score they will receive a special prize such as discounts, free
appetizers, and memorabilia. The game will be promoted on all our social media channels with a link and image
that will direct people to our website.
 Earned- Track our Top 25 most loyal and engaging customers that submit the most inspiring personal story and
reward them with a gift box with free stickers, t-shirts, cups, and other memorabilia, which they can post about on
their own social media pages.
 Tools
 Adobe PhoneGap
 Buffer
 Photoshop
 Premier Pro
 Flash
 Hootsuite

19. Facebook

20. Twitter

21. Instagram

22. Timing and Key Dates
 We will roll out content, specials, and
giveaways on the following key days that
resonate well with our brand:
 Cinco de Mayo
 Super Bowl
 National Taco Day- October 4th
 National Cheese Day- June 4th
 National Beer Day- April 7th
 National Chocolate Cake Day- January 27th
 National Baby Back Rib Day- September 3rd

23. Social Media Roles and
Responsibilities
 Marketing Director- Rodrigo Noguerol
 Social Media Manager- Lauren
Fernandez
 Social Media Staff and PR Leader-
Felipe Noguerol

24. Social Media Policy
Social media is a crucial part of establishing a relationship with our market audience. For
this reason, we must be diligent in how we represent our brand and how we establish
our identity in the market. We must not only be respectful to others, but also be
focused on listening to our customers and looking for solutions to solve their
problems. Customer service is at the top of our priority and some of our guidelines
are:
 Be respectful AND professional
 Ask for their first names and respond accordingly
 Respond in a timely manner. Don’t keep anyone waiting
 Make sure you end each conversation on a positive note
 Build a relationship by truly listening and getting to know the person
 Don’t be afraid to ask for advice from your team.
Chili’s is determined to provide the best possible experience for guests. For this reason,
these guidelines are meant to be strictly followed and used to lead you to a
successful experience with our customers. Failure to abide by these guidelines, and
failure to end with a positive experience for our guests, may result in consequences,
such as suspension, increased training hours, and even termination.

25. Critical Response Plan 1:
 Angry customer complains about food,
service, or overall experience at the restaurant
on social media.
 Read, analyze, and try to understand the person’s
complaint.
 When ready, send your analysis to our social media
manager, Lauren Fernandez, along with the contact
information of the person.
 Lauren will personally contact the person, apologize for
their bad experience, and listen to their feedback.
 Lauren will then transfer the responsibility to our PR leader,
Felipe, who will provide the customer with a solution and
offer to correct the issue.
 The solution can come in various forms such as discount
card, gift box, and social media feature.

26. Critical Response Plan 2
 Customer posts picture of a bad photo that doesn’t
represent our brand or food in a good light.
 Detect photo, screenshot it, and send to Rodrigo, our
Marketing Director, immediately.
 Ask person who posted the picture for their contact
information and send that information to Lauren.
 Once the information is received, Lauren and Felipe will
contact the person and understand their experience.
 Lauren and Felipe will then kindly offer them a solution
through discount offers and ask them to respectfully remove
the photo.
 If they do remove the photo, give them a shout-out on social
media and feature them on one of the posts.
 If they don’t remove the picture, still treat them with respect
and continue to offer solution to make them happy.

27. Measurement & Reporting
Social
Network
URL Followers
Or Likes on
Page
Avg Weekly
Activity
Avg Likes
PerPost
Instagram Chilis
Instagram
195,000
Up 15%
6 posts
100%
Increase
1,600
23% increase
Facebook Chilis
Facebook
4,648,120
Up 15%
8 posts
60% Increase
1,500
50% Increase
Twitter Chilis Twitter 407,100
Up 15%
6 posts
100%
Increase
120 Likes
380%
Increase

28. Measurement and Reporting
(continued)
Source Volume % of overall
traffic
Conversion
Facebook 5,000 Unique
visits
66% Increase
50% 8%
Up 60%
Twitter 2,000 unique
visits
33% Increase
20% 4%
Up 100%
Instagram 3,000 unique
visits
20% Increase
30% 6%
Up 33%

29. Results Summary
 Amazingly, the number of our likes and followers increased
15% on all social channels at the end of 2017.
 It can be inferred that this increase is due to the increase in
the number of content we published a week, which was 100%
for Instagram, 60% on Facebook, and 100% on Twitter.
 Additionally, we also saw a nice increase in the amount of
likes we received per post with Instagram increasing 23%,
Facebook 50%, and Twitter 380%.
 This increase could have been correlated with our decision to
post more engaging content and competitions.

30. Results Summary 2
 Our website traffic also saw an increase from our
social media channel sources with:
 Facebook increasing 66%
 Twitter increasing 33%
 Instagram increasing 20%
 Amazingly, our conversion rate for all channels
also increased with Facebook increasing 60%,
Twitter increasing 100%, and Istagram Increasing
33%, which can all be linked to our social media
competitions and discount codes offered through
our new app game.

31. Chilis “Guess That Ingredient” App
Game Summary
 The app game was an inspiring success and
ended up bringing over 6,000 unique visitors to
our website in the very first quarter of the year.
 60% of players came from Facebook, 25% from
Instagram, and 15% came from Twitter.
 55% of people who played the game redeemed
their coupon and used it 4-5 days after receiving it
on average.

32. Sentiment Analysis
 Our last 50 posts after launching our “Chilis
Guess That Ingredient” game on Instagram,
Facebook, and Twitter were all really positive and
encouraging.
 Many people praised the game for being a challenge
but also fun because of their connection with their
favorite orders.
 Lots of people sent the game to their Chilis fanatic
friends and family as well in order to expand that
relationship and fun to them as well.
 The most negative comments received would
probably be that the game reminded them of a recent
Chipotle game launch, which we have countered by
saying it’s a completely different identity.

33. Proposed Action Items
 Continue launching games that draws them to
our website.
 Continue boosting social media ads for the
games
 Consider getting more exposure for the game
by adding unique and catchy hashtags.
 Continue posting content more often because
it has showed to increase our likes and
followers.
 Utilize Facebook Live to build a closer
relationship with loyal customers.