Project 1: Social Media Strategy I used Marco's Pizzeria for my project on making a media strategy plan.

1. Marco’s Pizza
Date: 2/17/2017
Leanna Lash

2. TABLE OF CONTENTS
1. Executive Summary, February 2017
2. Social Media Audit
a. Social Media Assessment, February 2017
b. Traffic Sources Assessment, every 52 weeks in the fiscal year ending December 27
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, 52 weeks in the fiscal year

3. Executive Summary
Our major social media priorities for Macro’s Pizza in 2017 will be to grow
our online following and build a relationship with out customers.
The primary focus will be to support revenue goals of pizza through driving
more traffic from our social media platforms to our website and pizzeria
stores by sharing more entertaining, relevant content and building deeper
relationships with our customers.
Two major social strategies will support this objective:
1. To post more relatable content other than just Pizza
advertisements.
2. Encourage activity through engaging posts that include discussions,
contests, polls and giveaways.

4. Social Media Audit
• The following is an audit of Marco’s Pizza social media
presence to date. It includes an assessment of all social
networks, web traffic, audience demographics, and a
competitor analysis.

5. Social Media Assessment
Data as of February 17, 2017
At present time, the highest number of interactions per post occurs on Twitter (engagement rate cannot be
calculated at present time.) Little to no interactions occur on LinkedIn and Instagram. Closing LinkedIn should be
considered moving forward and focusing on boosting Instagram posts.
Social Network URL Follower Count Average Weekly
Activity
Average Engagement
Rate #interactions /
reach
Twitter https://twitter.com/Mar
cosPizza?ref_src=twsrc
%5Egoogle%7Ctwcamp
%5Eserp%7Ctwgr%5Eau
thor
14.1K Don’t have access to
info.
Don’t have access to
info.
Facebook https://www.facebook.c
om/MarcosPizza/
245,958 Don’t have access to
info.
Don’t have access to
info.
Instagram https://www.instagram.
com/marcospizza/
4,255 Don’t have access to
info.
Don’t have access to
info.
LinkedIn https://www.linkedin.co
m/company/marco's-
pizza
3,991 Don’t have access to
info.
Don’t have access to
info.

6. Website Traffic Sources Assessment
Timeframe: every 52 weeks in the fiscal year ending December 27.
Traffic Summary: At present time, Twitter and Facebook is by far the biggest drivers of traffic to our
website. The conversion rate (conversion goal = ticket purchase) lags largely behind on LinkedIn.
Although no direct traffic data is available for Instagram, many social interactions occur on this
network.
Source Volume Percentage of Overall Traffic Conversion Rate
Twitter Twitter has the most
followers. Do not have access
to data.
Do not have access to data. Do not have access to data.
Facebook 2nd highest volume. Do not
have access to data.
Do not have access to data. Do not have access to data.
Instagram 3rd highest volume. Do not
have access to data.
Do not have access to data. Do not have access to data.
LinkedIn Lowest volum. Do not have
access to data.
Do not have access to data. Do not have access to data.

7. Audience Demographics Assessment
Audience Demographics Summary: An overwhelming majority of survey respondents are in the 18 - 30
age group. Facebook and Instagram are their core social networks. Excitement, thrill and adventure are
primary motivators for visiting the park. Energies should be dedicated to further develop Instagram
content and engagement.
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
12-15
16-20
21-30
31-60
40% Female
(Not accurate)
60% Males
(Not accurate)
Instagram
Instagram
Twitter
Facebook
Twitter
Twitter
Instagram
LinkedIn
Entertainment
Entertainment
News
To keep in contact
To keep in
contact.
To keep in
contact.
Entertainment
News
Did not have access to this information, so it is not accurate information.

8. Competitor Assessment
The below analysis focused on three major competitors with a strong social presence on Facebook,
Instagram, Twitter and LinkedIn respectively. High quality visual content is a major driver of
engagement with our Pizza audiences, and the use of a unique brand hashtag generates many brand
mentions on Twitter. Areas where the competition has room for improvement is centered around 2
way communication, listening to audience feedback, activities and giveaways.
Competitor Name Social Media Profile Strengths Weaknesses
Pizza Hut https://www.facebook.co
m/PizzaHut/
Has a higher following
and better Facebook
layout.
Marketed more as a Fast
Food chain.
Hungry Howies https://twitter.com/hung
ryhowies?ref_src=twsrc%
5Egoogle%7Ctwcamp%5
Eserp%7Ctwgr%5Eauthor
Have promo codes for
followers and others
visiting the site, which is
an incentive for others to
follow them.
Has less of a following on
Twitter than our
company and not as
much engagement with
followers.
Papa John’s Pizza https://www.linkedin.co
m/company/papa-johns-
international
Has more followers and a
better LinkedIn page.
Weakness is that
LinkedIn is not a driving
force in Pizza sales.

9. Social Media Objectives
• In 2017, the primary focus of our social
media strategy will be to support revenue
goals by driving more traffic to our website
and pizzerias from our social channels. In
order to do so, our social media priorities will
be growing online following + community by
sharing more interactive, entertaining, and
relevant content that builds deeper
relationships with our customers.
Pictures found through google image

10. Some specific objectives include
1. Increase visitor volume from social media platforms to website by
40% in 6 months via:
a. Increased brand awareness through increased mentions on
Twitter from influencers. Especially, in the gluten free
community.
b. Increased use of brand hashtags across all social platforms.
2. Increase Instagram followers by 4000 in 6 months.
3. Increase volume of visual content, including live video, published on
Facebook and Instagram channels by 50% in 6 months.

11. KPIs
1. Number of unique visitors from Facebook, Twitter and LinkedIn
2. Number of Instagram followers
3. Number of weekly photo and video posts to Facebook and Instagram
4. Sentiment analysis

12. Key Messages
• Best tasting pizza for everyone, including Gluten Free customers.
• Pizzeria with heart.
• Pizza made for every occasion.
• Authentic Pizzeria that cares about it’s community.

13. Online Brand Persona and Voice
Adjectives that describe our brand:
• Authentic
• Flavorful
• Nutritious
• Caring
• Fun
When interacting with customers we are:
• Friendly
• Courteous
• Energetic
• Solution-orientated
• Respectful

14. Strategies and Tools
• Paid: Every Friday boost most popular organic Pizza Facebook posts for the
weekend. The post must have a minimum organic reach of 1,000, as well as a
minimum of 100 likes or 20 comments.
• Owned: Introduce the use of #Marco’sGlutenFree and #AuthenticMarco’s to
company Instagram posts. Encourage adoption by customers and source a
minimum of 1 piece of user-generated content per week to regram/shout out.
Promote hashtag across all social media platforms, email newsletters to current
customers and print promotional material to be posted around the community
with social media information.
• When customers arrive Pizza pickup or ordering mention the hashtag and
encourage them to use it if they plan on taking photos of their visit in order to
receive a coupon on their next visit. Earned: Monitor Twitter for keywords and
terms: pizza, Marco’s Pizza, Gluten Free pizza, and pizzeria. Extend 50 discount
codes to warm leads/prospects over the course of 3 months = unexpected
delight.
• Partner with 5 Gluten Free and food media influencers to develop an
influencer/advocate relationship. Co-develop a 5 piece video series “Your Favorite
Marco’s Pizza ” to be shared on partner site and social channels. Content to be re-
posted to our social channels.

15. Tools
Approved Tools
• Hootsuite
• uberVU
• The Marco’s Pizza Food Costs Forecaster
Rejected Tools
• N/A
Existing Subscriptions/Licenses
• Photoshop

16. Timing and Key Dates
Holiday Dates: Closed
– Easter Sunday
– Christmas Day
Holiday Dates: Opened
– New Year’s Day
– Martin Luther King, Jr. Day (MLK Day)
– Valentine’s Day
– Presidents Day
– Mardi Gras Fat Tuesday
– St. Patrick’s Day
– Tax Day
– Good Friday
– Easter Monday
– Cinco de Mayo
– Mother’s Day
– Memorial Day
– Father’s Day
– Independence Day (4th of July)
– Labor Day
– Columbus Day
– Halloween
– Veterans Day
– Thanksgiving Day
– Black Friday
– Christmas Eve
– New Year’s Eve

17. Timing and Key Dates
Internal Events
Varied by store locations.
Reporting Dates
Every 52 weeks in the fiscal year ending
December 27.

18. Social Media Roles and Responsibilities
Chief Marketing Officer For
Marco’s Pizza Franchise
- Cathy Hull
Marketing Directors/Managers
vary by location and store.
Chairman & CEO
- Jack Butorac
President & Chief
Development Officer
- Bryon Stephens
Chief Operating
Officer
- Tony Libardi
Vice President and
CFO
- Charles (Buddy)
Solomon
Vice President of
Purchasing
-Don Vlcek
http://marcosfranchising.com/research-funnel/meet-the-management-team/

19. Social Media Policy
Marco’s Pizza is fully immersed within social media for the advertising and selling of our
Pizza’s. Our media policy is to spread the companies message, create buzz about our pizza,
interact with customers and partners, and to create a sense of community with our
customers through posts, activities, ideas, plans and more. As an employee and brand
representative of Marco’s Pizza Franchise it is your responsibility to act in a professional and
respectful manner, while handling social media accounts by following these guideline
ingredients:
• Be respectful to everyone!
• Use common sense.
• Be honest.
• Do not engage in fights, but solve them.
• Be nice/friendly.
• Show excitement for company events.
• Be innovative with ideas/posts.
• Ask for help when needed.
• Support coworkers.
• Collaborate respectfully.
Marco’s Pizza Franchise is serious about the
appropriate use of social media by our employees.
Violation of the Marco’s Pizza Franchise social policy
may result in corrective action, up to, and including,
termination. You may also be subject to legal action,
including criminal prosecution. The company also
reserves the right to take any further action it believes
is appropriate. Should you have any questions or
concerns please speak to your Manager or anyone on
the HR team.

20. Critical Response Plan
• Scenario for an inappropriate social media post – Includes inappropriate Tweet
and Facebook/Instagram post.
• Action Plan: When a Tweet or Facebook/Instgram post is detected as
inappropriate:
• Take a screenshot of it (on Mac press: Command+Shift+ 3).
• Proceed to delete tweet from the site or by using Hootsuite tool.
• Alert Cathy Hall (Chief Marketing Officer for Marco’s Pizza Franchise) and
appropriate parties.
• Add all appropriate parties to messaging group in Hootsuite to discuss further
action.
• Develop an appropriate follow up Tweet, Facebook message, or Instagram post.
• Send the inappropriate comment to parties and HR for disciplinary action can
take place.

21. Critical Response Plan
Action Plan for store/headquarters destruction:
1. Site crew to alert Store Owner and Cathy Hull (Chief Marketing Officer For Marco’s Pizza
Franchise). Have Cathy Hull alert Jack Butorac (Chairman & CEO).
2. Cathy Hull to sync with Store Owner and Jack Butorac and evaluate the number of social media
mentions of the situation.
3. If media has picked up the incident, Hull will manage all direct contact. If Hull is unavailable,
Butorac will manage all contact.
4. Hull to push messaging to social channel where the news broke first. Continue to monitor the
spread of the news to other social channels and push messaging there as necessary.
5. Hull and Store Owner to evaluate the need for a longer statement and write one, if necessary.
6. Hull, Butorac, Store Owner, and media team to continue monitoring the situation as needed.
Pre-approved messaging:
Twitter: “We’re happy to report no injuries occurred in today’s incident. This locations store is
closed, we’ll let you know when we re-open and can find a closer Marco’s Pizza on our website.”
Facebook/Instagram (with photo): “An incident occurred today with one of the location sights.
We’re happy to say no one was injured. In order to investigate and protect the safety of our
customers and staff, the Pizzeria will be closed for the rest of the day.”

22. Measurement and Reporting Results
Quantitative KPIs
• Reporting Period: every 52 weeks in the fiscal year ending December 27.
• Date as of: February 17, 2017
Website Traffic Sources Assessment
• Timeframe: 52 weeks in the fiscal year
Source Volume Percentage of Overall Traffic Conversion Rate
Twitter Twitter has the most
followers. Do not have access
to data.
Do not have access to data. Do not have access to data.
Facebook 2nd highest volume. Do not
have access to data.
Do not have access to data. Do not have access to data.
Instagram 3rd highest volume. Do not
have access to data.
Do not have access to data. Do not have access to data.
LinkedIn Lowest volum. Do not have
access to data.
Do not have access to data. Do not have access to data.

23. Measurement and Reporting Results
• Social Network Data Timeframe: as of February 17, 2017
Social Network URL Follower Count Average Weekly
Activity
Average Engagement
Rate #interactions /
reach
Twitter https://twitter.com/Mar
cosPizza?ref_src=twsrc
%5Egoogle%7Ctwcamp
%5Eserp%7Ctwgr%5Eau
thor
14.1K Don’t have access to
info.
Don’t have access to
info.
Facebook https://www.facebook.c
om/MarcosPizza/
245,958 Don’t have access to
info.
Don’t have access to
info.
Instagram https://www.instagram.
com/marcospizza/
4,255 Don’t have access to
info.
Don’t have access to
info.
LinkedIn https://www.linkedin.co
m/company/marco's-
pizza
3,991 Don’t have access to
info.
Don’t have access to
info.

24. Measurement and Reporting Results
• Marco’s Pizza’s Facebook is projected to gain followers, likes, and
shares as projected.
• LinkedIn does not seem to be improving as hoped from followers.
• Instagram is projected to grow its following in the next 6 months as
targeted as more posts are posted regularly along with image
competition.
• Twitter is thought to surpass its estimated growth by the use of
twitter influencers.

25. Measurement and Reporting Results
Qualitative KPIs Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram
posts and 100 Tweets revealed the following:
• Images and video helped with revenue sells and interaction through
likes and shares on social media channels.

26. Measurement and Reporting Results
Proposed Action Items:
• Get ride of LinkedIn or not dedicate as many resources to it, but keep
it updated.
• Focus on Facebook engagements with giveaways, Facebook Live, and
5 piece video series “Your Favorite Marco’s Pizza ”.
• Start the Instagram campaign for #Marco’sGlutenFree and
#AuthenticMarco’s to gain social followers, influencers, and access
other social communities. Also, launch a photo competition to engage
followers.

27. Website References:
• http://marcosfranchising.com/research-funnel/meet-the-management-team/
• https://www.marcos.com/
• http://marcosfranchising.com/2015/11/10/marcos-pizza-franchise-and-family-
videos-relationship-generates-social-media-buzz/
• https://www.facebook.com/MarcosPizza/
• https://www.instagram.com/marcospizza/
• https://www.linkedin.com/company/marco's-pizza
• https://www.linkedin.com/company/papa-johns-international
• https://twitter.com/hungryhowies?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp
%7Ctwgr%5Eauthor
• https://www.facebook.com/PizzaHut/
• https://twitter.com/MarcosPizza?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%
7Ctwgr%5Eauthor