The document provides an overview of Elemental Pizza, including its mission, current social media presence, competitors, and target demographics. It then outlines goals to strengthen the company's social media presence and engagement. Strategies proposed include local advertising targeting nearby colleges, collaborating with student organizations, and differentiating through creativity. An implementation plan details using major platforms like Facebook, Twitter, YouTube and Instagram to inform customers and showcase the business. Metrics are identified to measure each network's performance.

1. +
Elemental Pizza
Christian Doty
Sean Hein
Daylon Karamatic
Jeffrey O’Haleck
Adriana Park

2. Company Overview
• Company Established in 2012 by Steve Rosen and
James Allard
• Two locations: University Village Seattle and Downtown
Tacoma
• Wood Fired Pizza Creations
• Spaces designed to capture an industrial feel
• Emphasis on Experimentation

3. Mission Statement
Elemental’s Company Mission Statement:
“To create a friendly restaurant built for comfort, experimentation, and
good times.”
Social Media Mission Statement:
“To create social media spaces where people can freely and safely participate with
the Elemental Pizza community. Whether it be their kitchen or ours, we aim to
foster participation in the Elemental Pizza community by sharing our love for
people, for pizza, for creativity about what makes the perfect pie, for
opportunities to experiment, and celebrate the good times and special moments
where pizza and people come together, because all these ingredients are
essential, we celebrate them at Elemental.”

4. +
Current Social Media Presence
 Facebook
 Instagram
 Twitter
 Youtube
 Google+
 Yelp

5. Competitive Analysis
Tacoma
Context:
 Main street downtown
 Competitors (within 5 mile radius):
 12+ all ages dine-in spaces
 7 pizza places
 The Rock Wood-Fired Kitchen
 Paesan
 Abella
 Puget Sound Pizza
 City Lights
 Domino’s
Seattle
Context:
 Upscale strip mall
 Competitors (within 5 mile radius):
 12+ all ages dine-in spaces
 4 pizza places
 Delfino’s
 Papa John’s
 Domino’s

6. Social Media SWOT Analysis
Strengths
 Company image is reflected
on current social media
 Videos
 Photos of the environment
and food
 Easy access to menus, prices
and promotions
Weaknesses
 Low consumer engagement
 Little activity on their social
media pages
 No active conversations
 Low amount of followers
 Neglecting some of the other
big social medias

7. Social Media SWOT Analysis
Opportunities
 Partnering with the University
of Washington.
 Cross-promotion by
partnering with other
companies.
 Other popular social media
websites.
Threats
 Other similar businesses in
the market - competition.
 Little recognition.
 Only two locations.
 Message misinterpretation.

8. Goals and Objectives
 Strengthen social media presence (increase followers and
likes)
 Increase company’s activity on social media networks
 Expand company to new location within the next two years
 Showcase contests with awards using social media networks

9. Strategies
Local Advertising
 College-based customers.
 University of Washington - Seattle and
Tacoma campuses.
 Targeting customers who are in the area.
Customer Engagement Part 1
 Designed hashtags and photo Sharing
 Promotions for returning customers

10. Strategies
Customer Engagement Part 2
 Create conversations with customers.
 Reconnect with customers.
 Feedback.
Student Organization Collaboration
 Partner with student organizations.
 Local partnerships

11. Strategies
Focused Differentiation
 Keeping the originality, creativity and freshness in social media.
 Creating a positive brand image on social media.
 Parallel the company’s culture in social media.

12. Target Group: Families
Middle and Upper Class Families:
 Working Professionals in the Early Stages of the Family Cycle
 Wives and Husbands in the Later Stages of the Family Cycle
 College Students
 Grandparents
 Children

13. Target Group Research - Facebook

14. Target Group
Research -
Twitter

15. Target Group
Research -
Instagram

16. Target Group
Research -
LinkedIn

17. Target Group Research - Pinterest

18. Target Group Research - Google+

19. Target Group Research - Snapchat

20. Available Resources
 Hire a Social Media Manager outside of Elemental
 Start recruiting process with LinkedIn
 Take advantage of hiring sites and business colleagues
 Hire two part time employees to fill the full time social media
consultant
 A social media department and campaign must be established
resources

21. Content Strategy
 Once target segments are categorized begin gathering information
 Decipher information or data Elemental currently has on target
consumers
 Gather research on studies done, articles written, and analytical
websites
 Listen to what consumers are saying and requesting

22. Analyze Tools- Facebook
According to USA Today: Facebook is used by 53% of American
population and continues to grow
Will have broadest reach amongst all target markets
Can communicate directly with customers
Most companies have a home Facebook page

23. Analyze Tools - Twitter
Twitter is used by 15% of all Americans
 48 million American users
Character limit on posts
Trendy hashtags and catchphrases
Quick promotions and messages

24. Analyze Tools - LinkedIn
28% of Americans used LinkedIn
Great way to connect with other professionals
Expand business opportunities
Professional outlet to prospective management

25. Analyze Tools - Youtube
According to Youtube’s statistics portion of their website, there are
currently over a billion users
Reaches more 18-49 year old than cable television
Great way to show why a product is unique
Broad appeal
Can generate ad revenue
Could have negative backlash creating controversial videos

26. Analyze Tools - Instagram
According to eMarketer, by 2019 Instagram will have a reach of 111.9
million Americans
Appeals to younger generation
Easy way to show off your product
Trendy hashtags have potential to reach millions of users

27. Implementation Plan
 Use major social media networks to inform and gather data to and
from targeted consumers
 Use Facebook to partake in conversation with consumers, reactions
and opinions
 Twitter to gather data and showcase new promotions
 YouTube to present to the general public the competitive advantage of
wood fire ovens
 Capture experiences and promote contests using Instagram
 Search and post job openings using LinkedIn

28. Project Plan
Social Media Marketing Division Hierarchy:
Social Media
Marketing Manager
Social Media Brand
Champions
Social Media
Marketing Manager
Interns

29. Project Plan
Social Media Marketing Rollout:
 Create Social Media Accounts
 Create Monitoring and Tracking Tools Accounts
 Create Training Program
 Certify Interns and Brand Champions
 Content Delivery Loop (Create, Deliver, Monitor, Assess, Retool)
 Internal Feedback Loop (Acquire Input, Delegate, Monitor, Assess,
Retool)
 Success Meetings (Acquire Input, Analyze Performance, Refine
Strategy, Commit)

30. Budget - Roles and Responsibilities
• Budget of at least $100,000 should be set aside to establish a social
media department and campaign.
• Average salary of Social Media Manger $47,000 per year
• Average salary of Social Media Consultant $20,000 per year (split
between two part time employees)
• Remaining $33,000 to go towards the campaign itself
• Steering Committee consists of Social Media Manager, Chief
Marketing Officer, and a member from the board of directors

31. Foreseen Results
Local advertising
 Increased UW student, staff and faculty traffic in the restaurant.
 Use of promotional codes that are advertised online.

32. Foreseen Results
Customer Engagement
 Use of hashtags
 Number of followers and likes on social media
 Increased online conversations

33. Foreseen Results
Student Organization Collaboration
 Turnout of event collaborations
 More University member clients

34. Performance Measures
• Facebook
• Likes
• Comments
• Page activity
• Check-ins
• Twitter
• Likes
• Retweets
• Mentions
• Hashtags
• Instagram
• Likes
• Hashtags
• YouTube
• Views
• Likes
• Subscribers

35. Plan for Managing Social Media
Owner of Elemental manage pages
Promote social media manager within or outside
Use social media management software

36. Thank you!