This document provides a social media strategy for Impulse Nutrition. It includes a social media audit, objectives to increase website traffic and followers. Key strategies are to post discounts and encourage user-generated content using hashtags. Metrics like website traffic and follower growth will be tracked. Critical response plans address negative comments and issues like contaminated ingredients. The strategy aims to engage the key 18-30 demographic in Gainesville through social platforms and gain earned media.

1. SOCIAL MEDIA STRATEGY
MARY GRACE SCULLY
06/04/18

2. TABLE OF CONTENTS
u EXECUTIVE SUMMARY
u SOCIAL MEDIA AUDIT
u Social Media Assessment
u Website Traffic
u Customer Demographics Assessment
u Competitor Analysis
u SOCIAL MEDIA OBJECTIVES
u ONLINE BRAND, PERSONA AND VOICE
u STRATEGIES AND TOOLS
u TIMING AND KEY DATES
u SOCIAL MEDIA ROLES AND RESPONSIBILITES
u SOCIAL MEDIA POLICY
u CRITICAL RESPONSE PLAN
u MEASUREMENT AND REPORTING RESULTS

3. EXECUTIVE SUMMARY
u Our biggest social media priorities will be providing transparency to our
menu, honing in on the college-age demographic that is looking to get in
shape, and following up with customers after we get their contact
information on our cards each time they come to the store.
u This can be achieved by:
u Posting more engaging content across all social media platforms
u Advertising calorie count/meal replacement features AND inexpensive price to
entice college students that are both pinching pennies and looking to diet
u Strengthen relationship with Greek houses by passing out coupons at mealtimes
through brand ambassadors (current employees)
u Encouraging people to tag Impulse Nutrition social media accounts for 10%
discounts

4. SOCIAL MEDIA AUDIT
u The following is an audit of Impulse Nutrition’s social media presence to date. It
includes an assessment of all social media networks, website traffic, customer
demographics and competitor analysis.
SOCIAL
NETWORK
URL FOLLOWER
COUNT
AVG.
WEEKLY
ACTIVITY
AVG.
ENGAGEMENT
RATE
TWITTER https://twitter.com
/ImpulseNutritio
21 4 3%
FACEBOOK https://www.faceb
ook.com/Impulse-
Nutrition-
1550269851956827/
47 5 2.12%
INSTAGRAM https://www.instag
ram.com/impulsen
utrition/
322 2.5 10.2%
SOCIAL MEDIA ASSESSMENT
Instagram had the highest average engagement rate because it has the most followers,
uses videos and giveaways, and posts pictures of college customers (key demographic).
(MAY 2018 AVG)

5. WEBSITE TRAFFIC SOURCES ASSESSMENT
SOURCE VOLUME/REACH % OVERALL
TRAFFIC
CONVERSION
RATE
TWITTER 102 25.8% 2.1%
FACEBOOK 49 12.4% 2.4%
INSTAGRAM 243 61.6% 3%
(MAY 2018 AVG)
All three social media pages have direct links to the website: https://impulsenutrition.org
in their bios which is helpful in achieving a decent conversion rate. The volume would
increase much more by increasing followers and telling employees to retweet/share posts.

6. AUDIENCE DEMOGRAPHICS ASSESSMENT
(Survey distributed during month of May to all customers who fill out a
contact card each time they order a smoothie. TOTAL RESPONSES: 550)
AGE GENDER PRIMARY
SOCIAL
NETWORK
SECONDARY
SOCIAL
NETWORK
PRIMARY
NEED
SECONDARY
NEED
65% 18-30 55% FEMALE 50%
INSTAGRAM
40%
FACEBOOK
FILLING/
MEAL
REPLACEMENT
INEXPENSIVE
AND HEALTHY
25% 31-40 45% MALE 40% FACEBOOK 20%
INSTAGRAM
10% 41-55 10% TWITTER 15% TWITTER
10% 56-80
The largest demographic is the 18-30 group which isn’t surprising as Gainesville is a
college town and the smoothie place is located next to popular study/coffee spots.
Instagram and Facebook are the most popular and posts about giveaways had the
most engagement because students are looking for a $ deal.

7. COMPETITOR ASSESSMENT
COMPETITOR NAME SOCIAL MEDIA
PROFILE
STRENGTHS WEAKNESSES
D’LITES IG:
DLITESGAINESVILLE
POSTS FLAVORS OF
THE DAY EVERYDAY,
BIO SAYS CALORIE
COUNT
NO VARIETY IN
POSTS – ONLY
SHOWS ICE CREAM
CONES POSED
29 82 IN THE SWAMP FB:
2982INTHESWAMP
ADVERTISES
PROXIMITY TO
CAMPUS, MENU PIC
PINNED TO TOP,
BITE SQUAD AD
INFREQUENT POSTS,
NO GIVEAWAYS,
PROFILE PIC/LOGO
IS UNCLEAR THAT IT
IS AN ACAI PLACE
ELIXIR LOUNGE TW:
ELIXIRLOUNGE352
SHARES INSTA
LINKS, BRAND IS
ACAI AND ALC
LOUNGE-VARIETY
NO PROF IMAGE OR
COVER PHOTO –
ONLY LINKS NO
ORIGINAL TWEETS
D’LITES IS ONE OF THE MOST WELL-KNOWN HEALTHY DESSERT/FROZEN PLACES IN
GAINESVILLE BECAUSE THEY HAVE A BIG SOCIAL MEDIA PRESENCE (1,398 IG FOLLOWERS) AND
OFTEN DONATE TO UF PHILANTHROPIES. 29 82 RECENTLY TOOK OVER A DIFFERENT ACAI PLACE
AND HASN’T DONE A GOOD JOB DIFFERENTIATING THEMSELVES OR THEIR BRAND. ELIXIR IS THE
MOST UNIQUE BUT NEEDS TO BE MORE APARENT THAT THEY SELL COCTAILS.

8. SOCIAL MEDIA OBJECTIVES
CONTINUED…

9. SOCIAL MEDIA OBJECTIVES
IN SUMMER/FALL OF 2018, THE PRIMARY FOCUS OF OUR SOCIAL MEDIA STARTEGY WILL
BE TO DRIVE MORE TRAFFIC TO OUR SITE BY ENCOURAGING OUR CUSTOMERS TO SHARE
OUR LINKS, HASHTAGS AND TAG US IN POSTS FOR DISCOUNTS AND OTHER INCENTIVES.
WE WILL REACH A LARGER AUDIENCE IF OUR COLLEGE-AGE DEMOGRAPHIC DOES THE
ADVERTISING FOR US ON THEIR OWN SOCIAL MEDIA PLATFORMS.
SOME SPECIFIC OBJECTIVES INCLUDE:
-Increase unique visitors from social media sites to website by 30% in 6 months.
-Make Snapchat account to post daily flavors and Increase tags on Snap stories
(new update)
-Post special flavors and deals on IG
-Give 10% off purchases to people who tag Impulse Nutrition on Instagram or
Twitter posts and to those who “check-in” on Facebook
-Increase IG followers by 300 in 6 months
-Increase volume of visual content across all platforms by 30% in 6 months
CONTINUED…

10. KPIs
u Number of unique visitors from
Facebook, Instagram, and Twitter
u Snapchat mentions, Instagram tags
u Facebook check-ins
Key Messages
u Quick, healthy, bang for your buck
u The healthiest hangover cure
u Your pre- and post-workout one-
stop shop

11. ONLINE BRAND PERSONA AND VOICE
BRAND ADJECTIVES
u Healthy
u Affordable
u Unique
u Filling
u Cold
WHEN INTERACTING WITH
CUSTOMERS….
u Understanding
u Giving
u Friendly
u Amiable

12. STRATEGIES AND TOOLS
PAID:
Introduce Power Happy Hour – during happy hour on Friday (5 p.m.) have 10% off
smoothies if people shared the post advertising it on Facebook. Make this post at
10 a.m. Wednesday and boost it at 3 p.m. Thursday,
OWNED:
Encourage the use of #HowDoYouShake by telling customers when they fill out
menu/contact card OR when they sign in on I-pad. Tell customers that the best post of
the week will get a regram/repost AND a free smoothie.
EARNED:
Monitor Twitter and Instagram hashtags for keywords like smoothie, protein
shake, workout, protein, healthy. Respond to those messages encouraging them
to check out the brand. Say if they show the social media post in the store they
will get 10% off. CONTINUED…

13. TOOLS:
APPROVED
TOOLS:
REJECTED
TOOLS:
EXISTING
SUBSCRIPTIONS/
LICENSES:
-Hootsuite
-UberEats
-Gainesville2Go
-352 Delivery
-N/A
-Vimeo
-Photoshop
-VSCO
-Huji

14. TIMING AND KEY DATES:
HOLIDAY DATES:
u Valentine’s Day
u Christmas Eve
u National Chocolate Day
u National Smoothie Day
u National Milkshake Day
u National Student Day
REPORTING DATES:
u Reporting occurs once per quarter
In February, May, August and
November.

15. SOCIAL MEDIA ROLES AND
RESPONSIBILIES:
u MARKETING DIRECTOR: John
Peanut Butter
u SOCIAL MEDIA MANAGER: Sarah
Sweet-tooth
u SOCIAL MEDIA COORDINATOR:
Patrick Protein
SUPPORTING ROLES:
u SOCIAL ADS SUPPORT: Leah
Birthday Cake (college employee)
u CUSTOMER SUPPORT: Michael
Banana Nut

16. SOCIAL MEDIA POLICY:
Social media is extremely commonplace in our lives which makes it all the more
easy to say something we might regret. Employees of Impulse Nutrition represent
the brand when posting on social media and any negative posts reflect poorly on
the company and are not tolerated. Here are some simple reminders:
u Don’t bring personal drama to light on
social media
u Be respectful to all users
u Do not point out potential customer’s
grammatical errors
u Give help, not hostility
u Do not be rude
u Don’t bad-mouth the competition
u If you don’t like a flavor, don’t post
about it
u If a customer asks your opinion then be
honest but always offer a positive
recommendation after
u Always ask yourself: Will my post
reflect our brand well?

17. CRITICAL RESPONSE PLAN:
SCENARIO 1:
u Once Tweet is detected:
u Screenshot
u Alert Sarah (Social Media Manger) who contacts John (Marketing)
u Respond to tweet asking what about the shake they did not like
u Use a pre-approved tweet but EDIT words to be original…
u EXAMPLE: We apologize that you did not love your Peanut Butter Cup protein shake.
Please come in and try another smoothie off of our menu for half price. We
recommend our flavor of the week – Chocolate Covered Strawberry! J
A customer posts a negative comment about a shake flavor on twitter
CONTINUED…

18. SCENARIO 2:
u Employees on shift alert owner (Brian.)
u Alert John (Marketing Manger) to discuss with Sarah (social media
manger).
u Compose IG, Twitter, and Facebook post that explains that due to un-
foreseen circumstances the shop must close Friday for the weekend
but will be open at regular hours Monday with ____ flavor of the week.
u Look out for posts/responses asking why and have Sarah and John
discuss a brief but honest response (not revealing ants but saying that
the company refuses to serve anything but the highest-quality
ingredients and will wait until a new shipment comes in.
Ants got into a big batch of protein powder so Impulse
cannot make more shakes for the weekend

19. MEASUREMENT AND REPORTING:
QUANTITATIVE KPI’s
u REPORTING PERIOD: MARCH-MAY (3 MONTHS)
WEBSITE TRAFFIC:
SOURCE VOLUME % OF OVERALL
TRAFFIC
CONVERSION RATE
TWITTER 102 +10% 25% 2.1
FACEBOOK 49 +10% 12% 2.4
INSTAGRAM 243 +5% 61% 3

20. SOCIAL NETWORK DATA
AS OF MAY 2018
SOCIAL
NETWORK
URL FOLLOWER
COUNT
AVG.
WEEKLY
ACTIVITY
AVG.
ENGAGEMENT
RATE
TWITTER https://twitter.com/
ImpulseNutritio
60 +55% 8 +50 % 3%
FACEBOOK https://www.facebo
ok.com/Impulse-
Nutrition-
1550269851956827/
200 +60% 10 +50% 2.5%
INSTAGRAM https://www.instagr
am.com/impulsenutr
ition/
500 +25% 6 +60% 15.2%
We more than doubled our followers on every account thanks to interactive
#HowDoYouShake (mentioned 40 times in month of May) tags and posts. Facebook
exceeded our expectations by offering the check-in option because when people shared
this it greatly increased our reach.

21. QUALITATIVE KPI’s:
SENTIMENT ANALYSIS:
u We looked at all of the interactions
on Facebook, Instagram and Twitter
and found that our positive responses
and offers for discounts for
customers who interacted with us
resulted in even more positive
customer posts. In the long run,
giving out frequent 10% off discounts
to loyal customers earned us more
social media attention which
ultimately contributed to more
business.
u The majority of negative comments
were attributed to not liking the
protein taste/lack of fruit which we
handled by suggesting other flavors
and providing discounts.
PROPOSED ACTION ITEMS:
u Our college employees did a great job
at reaching out to friends/Greek life.
We have many Greek life shirts pinned
to our walls. Plan: Advertise at meal
times come Fall to encourage more
customers by also donating to their
philanthropic events like D’lites.
u Plan a different chocolate flavor of the
day every week of July 7th for National
Chocolate Day.
u Continue #HowDoYouShake and
encourage members to use on IG posts
u Make Snapchat filter with Impulse
Nutrition logo to encourage posting