Social Media Plan for First Magnitude Brewing in Gainesville,FL

1. FIRST MAGNITUDE
BREWING
S O C I A L M E D I A S T R AT E G Y

2. OUR STORY
“In March 2012, four friends came together with the concept of opening a brewery in
our hometown of Gainesville.We all had great jobs and young kids, so the idea of
changing our lives and opening a brewery was truly a leap of faith.As we discussed our
reasons for going into the beer business, we realized that each of us offers different
perspective and unique experience but that we all want the same thing: make excellent
beer, build awareness and appreciation of Florida’s springs, have a great space for people
to come and enjoy a pint, be an exceptional place to work, and be a big part of our local
community.These ideas are what we bring to the table (and taps) at First Magnitude.
This is the reason why we’re here – we hope you’ll join us in our vision and passion for
great beer and great community.” – First Magnitude CompanyWebsite
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3. TABLE OF CONTENTS
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Executive Summary
Social Media Audit
Social Media Objectives
Online Brand Persona andVoice
Strategies andTools
Timing and Key Dates
Social Media Roles and Responsibilities
Social Media Policy
Critical Response Plan
Measurement and Reporting Results
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5-9
10-11
12
13-15
16
17
18
19-21
22-25

4. EXECUTIVE SUMMARY
First Magnitude’s social media presence will be growing and evolving throughout 2017. Our
focus is primarily in drawing attraction to our brand’s media profiles and generating in-person
business to our brewery.We will accomplish this via the methods listed below.
-Publishing more original content
-Establishing a brand personality for First Magnitude
-Engage with consumers on all different media platforms
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5. SOCIAL MEDIA
AUDIT
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6. 6
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average Engagement
Rate
Facebook https://www.facebook.com/
FirstMagnitudeBrewing/
12,577 4 x per week .16%
Instagram https://www.instagram.com/
fmbrewing/
6,986 5 x per week 1.1%
Twitter https://twitter.com/
fmbrewing
1,981 1 x per day .47%
SOCIAL MEDIA ASSESSMENT
Summary: Instagram is currently our most developed media with the highest average engagement rate.
Facebook has a fairly low engagement rate but it does have the largest following. Overall, there is much
room to improve on all sites.

7. WEBSITE TRAFFIC SOURCES
ASSESSMENT
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Source Volume Percentage of
overall traffic
Conversion Rate
Facebook 3,000 unique visits 20% 1.8%
Instagram 2,500 unique visits 16% 1.5%
Twitter 500 unique visits 5% .4%
Summary: Facebook is the largest driver of traffic to our website because it has the largest follower
count. Instagram comes in at a close second because of the website link is easily visible.

8. AUDIENCE DEMOGRAPHICS
ASSESSMENT
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Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
18-30 45%
31-40 25%
41-55 20%
56-80 10%
Male 55%
Female 45%
Facebook 55%
Instagram 30%
Twitter 15%
Instagram 60%
Twitter 30%
Facebook 10%
To enjoy locally
made, craft beer in
a fun environment
To spend time
with family
and friends
Summary: First Magnitude’s primary demographic is those who are between the ages of 18-30 because it is
situated in Gainesville, a town that is primarily made up of students. Most people in First Magnitude’s target
demographics use Facebook as a primary network with Instagram as the most common secondary network.

9. COMPETITIVE ANALYSIS
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Competitor Name Social Media Profile Strengths Weaknesses
Swamp Head Brewery FB: @Swamphead
IG: @Swamphead
TW: @Swamphead
Large and established brand,
reflected by Facebook likes,
strong audience engagement,
frequent posting on networks
Instagram profile does not
reflect brand size with follower
count/likes.Twitter profile has
low engagement
Blackladder Brewing
Company
FB: @blackladderbrewing
IG: @blackladderbrewing
TW: @blackladderbrews
New brand with potential, posts
are interesting and typically reflect
brewery events
Low follower count and
audience engagement
Cypress & Grove Brewing
Co.
FB: @cypressandgrovebrewing
IG: @cypressandgrovebrewing
TW: @cypressandgrove
New brand with potential to
develop and grow, already
established on different media
Posts are infrequent and
follower counts are low, with
low engagement
Summary: Swamp Head Brewery serves as the closest competitor for First Magnitude.This brand is well-
established in the Gainesville community. However, when compared to all other competitors, First Magnitude
has strong audience engagement. Cypress & Grove and Blackladder Brewing are both newly developed
competition and have yet to reach their full potential.

10. SOCIAL MEDIA OBJECTIVES
Our primary media goal for 2017-2018 will be to increase follower count and
engagement on all media platforms.We also plan to increase traffic to brewery
events and promote our weekly happenings such as ourTuesdayTrivia.
Specific objectives:
1- Increase follower count on Instagram by 1,500 in six months via:
a- Facebook promotion
b- In-Person promotion at events
c- Directly communicating with audience via likes and
comments on Instagram
d- Increased hashtag usage across all platforms
2 – Increased engagement with other brands across all media platforms
3 – Increase original content published on all media platform
4 – Increase Facebook followers by 2,000 in six months
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11. SOCIAL MEDIA OBJECTIVES
Key Performance Indicators (KPIs)
• Number of followers on Instagram
• Number of followers on Facebook
• Number of likes on media posts
• Amount of content shared and created
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Key Messages
• Delicious, locally crafted beer
• A sense of community
• Strong focus on sustainability and
raising awareness for Florida’s natural
environment

12. ONLINE BRAND PERSONA AND VOICE
How we describe our brand:
• Community focused
• Relaxed
• Sustainable
• Family oriented
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When interacting with customers we are:
• Attentive
• Conversational
• Approachable

13. STRATEGIES AND TOOLS
Paid:
• Sponsor posts on Facebook and Instagram in order to increase event awareness and follower count.
Owned:
• Produce more original content that embodies the brand presence. First Magnitude is themed to reflect Florida’s
natural beauty, specifically Gainesville’s springs and wildlife. Make sure that this aspect of the brewery is present in
media posts and develop and strong emphasis on “our story.” Take the beer outside the brewery to fully develop the
brand.
• Use photos and media posts to convey this story and personalize the brand.
• Increase usage of #fmbrewing and #firstmagnitude brewing on all media platforms.
• Go through Instagram and locate those who follow competitors and like/comment on relevant photos to increase
follows/likes.
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14. STRATEGIES AND TOOLS
Earned:
• Continue creating and emphasizing community partnerships with sustainability organizations. Reach out
to organizations whose sustainability values align and create new collaborations.
• Extend $1 discount to those who tag First Magnitude on relevant posts on Instagram, Facebook, and
Twitter.
Tools: Hootsuite, Canva, Buffer,Adobe Illustrator & Photoshop majestic
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15. STRATEGIES
AND TOOLS
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Sample Media Post

16. TIMING AND KEY DATES
Event and Holiday Dates:
• UF Football Games (home and away)
• UF Graduation Dates
• Halloween
• Holiday Season
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Reporting Dates:
Reporting will occur approximately every
six weeks months over the six month
period, beginning on October 9th, 2017.

17. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
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Responsible for
finalizing all media
choices and ensuring
that all choices reflect
the viewpoints of
First Magnitude and
other participating
parties
Marketing Director
Manages media
coordinator, creates
original content,
approves media posts,
communicates with
other organizations
and supervises
outreach
Marketing Manager
Writes and schedules
daily media posts,
photographs and
documents brewery
events, communicates
directly with
customers via social
media channels
Marketing Coordinator

18. SOCIAL MEDIA POLICY
Social media is a huge part of how we communicate with our audience and we want this media
to reflect who we are and what we stand for here at First Magnitude. Following the policies
documented below is the best way to ensure that our media matches who we are.
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• Use common sense
• Spread kindness
• Respect the competition
• Show respect for all
• Help the consumer in any (reasonable) way that you can
• Show excitement!
• Represent our company values as best you can

19. CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate post on any @fmbrewing
media page
1) When post is detected, screenshot post
2) Delete post
3) Contact Social Media Manager and Director
4) Confer about best response to media post
5) Respond appropriately via original media channel
6) If other media have picked up the issue, contact
these media and release a statement
7) Issue appropriate disciplinary action if necessary
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20. CRITICAL RESPONSE PLAN
Scenario 2: Fall or physical accident in brewery
1) Ensure that the injured have been fully taken care of
medically
2) Monitor media mentions
3) All marketing personnel to meet and discuss appropriate
statement and pre-approved messages
4) If media have picked up on the incident, monitor which
channels and respond to them with statement or pre-approved
message
5) Release statement about event via media channels
6) Respond to audience concerns via media channels
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21. CRITICAL RESPONSE PLAN
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Pre-Approved Messages for Scenario 2:
Facebook - “We have had a physical incident at the brewery today and the situation is currently under
investigation. There were no serious injuries, but we are closing the brewery temporarily to make sure
that everything is as safe as possible.Thank you for your cooperation and we hope to be up and running
shortly.”
Twitter - “We have had a physical incident at the brewery today and the situation is under investigation.
There were no serious injuries, but the brewery is closed for now to make sure that everything is safe.
Thank you for your cooperation and we hope to be up and running shortly.”

22. MEASUREMENT AND REPORTING
RESULTS
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Source Volume Percentage of
overall traffic
Conversion Rate
Facebook 3,500 unique visits
+500 unique visits
23% 2.1%
Instagram 3,250 unique visits
+750 unique visits
18% 1.8%
Twitter 900 unique visits
+400 unique visits
9% .7%
Quanitative KPIs - Midway Report: December 9th, 2017
Website Traffic Sources Assessment

23. MEASUREMENT AND REPORTING
RESULTS
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Social
Network
URL Follower
Count
Average
Weekly
Activity
Average Engagement
Rate
Facebook https://www.facebook.com/
FirstMagnitudeBrewing/
13,852
+1,275
followers
8 x per week
200% increase
.5%
312% increase
Instagram https://www.instagram.com/
fmbrewing/
7,672
+686
followers
7 x per week
140% increase
2.4%
218% increase
Twitter https://twitter.com/
fmbrewing
2,283
+302
followers
2 x per day
200% increase
.7%
149% increase
Social Network Data

24. MEASUREMENT AND REPORTING
RESULTS
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-Our media campaign has successfully increased followers and
engagement on all media platforms. Original content production
has been extremely successful and it has had positive impacts on
engagement.We have seen an increase in follower counts and
conversion rates forTwitter, Facebook, and Instagram.
-Our emphasis on “Our Story” and our increased focus on
sustainability have helped to set us apart from our competitors.
-Hashtag performance, check-ins on Facebook, and Instagram
photo tags have all seen an increase as well.

25. MEASUREMENT AND REPORTING
RESULTS
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Qualitative KPIs: Sentiment Analysis
After reviewing Facebook, Instagram, andTwitter posts, users seem to be communicating well with
our brand and responding well to our messages of community and stability.We need to continue
to practice customer interaction and personalize First Magnitude as a brand.
The largest complaints present on media channels is that our facility is not dog friendly and that
because of our family friendly atmosphere, there are often children in the facility.
Proposed Action Items
• Continue to encourage media check-ins and hashtag usage
• Continue reaching out to local organizations and forming professional partnerships