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Fresh Thyme Soup Company Digital Strategy
- 1. Fresh Thyme Soup Company Digital Strategy Richard Swanson 3/13/2015
- 2. Fresh Thyme Soup Company • Soup, salad and sandwich fast- casual restaurant • Small company (9 employees) • Gluten-free, vegetarian, vegan • Healthy
- 3. Fresh Thyme Soup Company Visual Audit
- 4. Fresh Thyme Soup Company Social Media Audit
- 5. Fresh Thyme Soup Company Social Media Media Followers Posts Facebook 968 (likes) Last post: June 2, 2014 Twitter 14 Last post: June 29, 2012 Linked In N/A N/A Youtube N/A N/A Instagram N/A N/A
- 6. SCORE: 1% Scorecard Channel Presence 1 Quality Content 1 Frequency 0 Calls to Action 0 Engagement 0 Reach 1 Score /30 3 Social Channels Fresh Thyme Soup Company Audit Scorecard
- 7. Panera Bread Visual Audit
- 8. Panera Bread Social Media
- 9. Panera Bread Social Media Media Followers Posts Facebook >2.7 million (likes) 2 post per week Twitter 334K Daily posts Linked In 33,665 Daily updates Youtube 3,167 Last upload: January 12, 2015 Instagram 38.9K 3 post per week Google+ 68 Last post: December 5, 2012
- 10. SCORE: 80% Scorecard Channel Presence 5 Quality Content 5 Frequency 4 Calls to Action 2 Engagement 5 Reach 5 Score /30 24 Social Channels Panera Bread Audit Scorecard
- 13. Súpa! Social Media Media Followers Posts Facebook 363 (likes) Last Post: November 20, 2014 Twitter 1,200+ Monthly posts Linked In N/A N/A Youtube N/A N/A Instagram N/A N/A
- 14. SCORE: 53% Scorecard Channel Presence 3 Quality Content 4 Frequency 2 Calls to Action 3 Engagement 1 Reach 3 Score /30 16 Social Channels Súpa! Audit Scorecard
- 15. Insights • Social media? What’s that? • FTSC has NO internet presence and is not making an effort to gain such a presence • FTSC should look into what its competitors are doing • What social media platforms are being used • How are its competitors are engaging with consumers • How active are its competitors on social media • Hit another market – Millennials • Use B2C platforms (Facebook, Instagram, Twitter) • Engage
- 16. WHAT SHOULD FRESH THYME SOUP COMPANY DO?!
- 17. Objectives 1. Increase brand awareness by 50% by end of the year 2015 2. Increase FTSC’s social media presence by70% by end of the year 2015 3. Increase traffic within the restaurant by 30% by end of the year 2015
- 18. Strategy • Create an Instagram and revamp Facebook and Twitter pages • Promote social media platforms! – Flyers with social media links • Be active on social media
- 20. Engagement Strategy Millennials Facebook Weekly soup lists and promote social channels
- 21. Engagement Strategy Millennials Facebook Weekly soup lists and promote social channels Instagram #MeetingThyme – Every week, introduce a Fresh Thyme employee. Allow the consumer to relate the worker. We are not just zombies preparing food, we are humans with emotions as well
- 22. Engagement Strategy Millennials Facebook Weekly soup lists and promote social channels Instagram #MeetingThyme – Every week, introduce a Fresh Thyme employee. Allow the consumer to relate the worker. We are not just zombies preparing food, we are humans with emotions as well Post pictures – Products and people. Include happy people! People want to be a part of a happy community. Repost customer pictures
- 23. Engagement Strategy Millennials Facebook Weekly soup lists and promote social channels Instagram #MeetingThyme – Every week, introduce a Fresh Thyme employee. Allow the consumer to relate the worker. We are not just zombies preparing food, we are humans with emotions as well Post pictures – Products and people. Include happy people! People want to be a part of a happy community. Repost customer pictures Twitter Promote #MeetingThyme. Encourage consumers to post their own version of #MeetingThyme on their personal channels. Identify contributors
- 24. Engagement Strategy Millennials Facebook Weekly soup lists and promote social channels Instagram #MeetingThyme – Every week, introduce a Fresh Thyme employee. Allow the consumer to relate the worker. We are not just zombies preparing food, we are humans with emotions as well Post pictures – Products and people. Include happy people! People want to be a part of a happy community. Repost customer pictures Twitter Promote #MeetingThyme. Encourage consumers to post their own version of #MeetingThyme on their personal channels. Identify contributors Live tweets to update soup list, thank you’s, promos, etc
- 25. Touchpoint Matrix Audience CTA Website Facebook Twitter Instagram Frequency 1x/day 1-2/week 2x/day 1x/day Priority High High Low High Medium FTSC Employees Review and operationalize FTSC strategic goals Peer Reviews Update website Identify content contributors RT any relevant Twitter accounts Identify content contributors Content contributors across channels Engage - Promote with consumers – Provide feedback Identify contributors Identify contributors Identify contributors Engage Monitor and engage Monitor and engage #freshthymesoup Monitor and engage #freshthymesoup
- 26. Key Performance Indicators • # of followers on the social media platforms • The amount of engagement from consumers • Increased sales per day average (current average is around $2,000/day) • Increase customer satisfaction
- 27. Thank You!