Chick-fil-A project

1. Chick-Fil-A
social media strategy
By Lee Ann Ruffier
February 14, 2017

2. Table of Contents
• 1. Executive Summary
• 2. Social Media Audit
• 3. Social Media Objectives
• 4. Online Brand Persona
• 5. Strategies and Tools
• 6. Timing and Key Dates
• 7. Social Media Roles and Policy
• 8. Critical Response Plan
• 9. Measurement and Reporting Results

3. Executive Summary
• Continuing into 2017, our goal is to increase Chick-fil-A’s
social media reputation and create a growing online
community of loyal fans.
• Our major social strategies will support this:
o 1. Increasing the frequency of posts on all social
media platforms and engaging more online with
customers.
o 2. Utilizing humor and emotional appeal to create
content consumers will want to share.

4. Social Media Audit
Source URL Follower Account Avg Weekly
Activity
Facebook www.facebook.co
m/ChickfilA/
7,654,522 3 posts per week
Twitter www.twitter.com/
ChickfilA
796,000 10 tweets per
week
Instagram Instagram.com/ch
ickfila
637,000 2 posts per week
Source Volume Percentage
overall traffic
Conversion Rate
Facebook 5000 unique visits 35% 3%
Twitter 1500 unique visits 10% 1.8%
Instagram estimated 3000
unique visits
Estimated 20%

5. Social Media Audit Cont.
Competitor Name Social Media
Profile
Strengths Weaknesses
McDonald’s Instagram:
@mcdonalds
Interactive (video,
infographics) and
very crisp, sharp
photos. Photos
include diversity.
Some photos of
the food don’t
look
appealing/look
overly
photoshopped.
Zaxby’s Facebook: Zaxby’s Lots of creativity
and use of humor,
conveys a “fun”
image.
A lot of customer
complaints in the
comments were
not responded to.
PDQ Facebook: PDQ Focused on
people and acts of
kindness. The
brand conveys
itself as ethical
and caring.
Not a lot of info
about the food
products
themselves.

6. Social Media Audit Cont.
Age Dist. Gender Dist. Primary social
network
Needs
18- 30 – 65% 65 % female 60 % Facebook Enjoying time
with family and
friends
31-40 – 10%
41-55 – 15%
35 % male 25% Instagram
15% Twitter
Using leisure time
to enjoy the little
things in life
56-80 – 10%

7. Social Media Objectives
• Increase followers on Twitter by 20% in the next quarter
by:
o Posting content worthy of a “retweet”
o Engaging and communicating more directly with customers when our brand is
mentioned or hashtagged.
Share content on Facebook at least twice per day,
including at least one visual post.
Increase video clips on our Instagram page by 15%
within a year. Increase followers on Twitter by 20% in
the next quarter by

8. Social Media Objectives
Cont
KPIs:
-number of new Instagram followers
-number of retweets and mentions on Twitter
-attitude of customer comments on Facebook
Key messages:
-an upbeat, friendly place to enjoy a meal
-you deserve an indulgence

9. Online Brand Persona and
Voice
• Our brand can be described as:
o Family-friendly
o Fun
o Happy
o Warm
o Welcoming
• When interacting with customers we are:
o Caring
o Kind

10. Strategies and Tools
• Paid:
o Sponsor blog posts on food blogger’s sites, especially healthy food bloggers,
promoting healthy superfood salad and grilled chicken sandwich.
• Owned:
o Promote a menu item of the month on Facebook.
o Do employee spotlights of the month on Chick-fil-A Facebook, promoting the
good deeds and personalities of managers and employees across America
• Tools:
o Hootsuite
o Buffer
o Canva
o Photoshop

11. Timing and Key Dates
• Key dates: Halloween, back-to-school, July 4th, New
Year’s, Fundraisers
• Other: Cow Appreciation Day (Eat Mor Chikin)

12. Social Media Roles and
Responsibilities
• Marketing Director – Lee Ann Ruffier
• Social Media Manager – Joe Smith
• Social Media Coordinator – Jane Williams
• Supporting Social Media Team – Mary
Evans

13. Social Media Policy
• Spellcheck before posting
• Always use a respectful tone
• Don’t use slang
• Thank customers for positive comments
• Respond quickly and efficiently

14. Critical Response Plan
• Scenario 1: CEO says something politically incorrect.
o Action Plan
o Post on all social media platforms with tones of neutrality without referencing the
comment
o Promote and emphasize the charities or causes that Chick-fil-A supports to
neutralize feelings of ill-will, focus on the positive messages
o If media contacts, Lee Ann will manage all communication.
o No pre-approved messaging in this scenario
• Scenario 2: A menu item is recalled for food safety.
o Immediately alert customers by posting on Twitter and Facebook.
o Direct all media inquiries to Lee Ann.
o Pre-approved message: “To protect the safety of our customers, we are reporting
a recall of all _____ from our menus. Stay tuned for further updates.”

15. Measurement and
Reporting Results
Source Volume Percentage
Overall Traffic
Conversion Rate
Twitter 4000 unique visits
+15% growth
26% 2.1
Facebook 8000 unique visits
24% growth
54% 4.1
Website Traffic Sources Assessment
Timeframe – Monthly Avg, October 2016 to January 2017

16. Measurement and
Reporting Results
Social Network Data
As of: March 2016
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Engagement
Rate
Facebook Facebook.com
/chickfila
10,000,000
+30% growth
10 posts per
week
7%
Twitter Twitter.com/c
hickfila
900,000
+15% growth
20 tweets
week
6%
Instagram Instagram.co
m/chickfila
800,000
+20% growth
5 posts per
week
Avg
interactions
per post= 800

17. Measurement and
Reporting Results
• Sentiment Analysis
o An analysis of the interactions of 100 Twitter, 100 Facebook, and 100
Instagram posts revealed:
• Positive sentiment regarding the selection of menu items and
friendly service. Customers talked about craving Chick-fil-A, and
many said it surpasses competition.
• Negative sentiment is mostly related to being closed on Sundays
and the changing of the BBQ sauce recipe.
• Proposed Action Items
o Refresh social media profile and cover photos to be more relevant.
o Create more visual content to share, including videos.
o Ask customers open-ended questions to make a more open dialogue.