This document outlines a social media strategy for Swamp Head Brewery in Gainesville, Florida. The objectives are to increase the brewery's local presence and brand recognition through social media and generate interest in on-site events. The strategy involves using visual content and polls on platforms like Facebook, Twitter, and Instagram to engage audiences and drive people to events. Key dates, roles, and a response plan are defined to guide social media activities. Progress will be measured by metrics like follower growth and engagement rates across platforms.

1. SOCIAL MEDIA STRATEGY
MICHAEL HIGGINS – OCTOBER 5, 2017

2. Table of Contents
• 1. Executive Summary
• 2. Social Media Audit
• 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

3. Executive Summary
• Our objectives for the coming fall and year beyond are to continue to increase
our presence within the city of Gainesville by using online marketing tools in
social media to become a well-known local brand.
• Our biggest goal is to use social media to generate interest in the events that
surround our facilities and the daily work we put in at the brewery to serve the
Gainesville community wherever we can reach.
• We plan on using social media profiles to gauge interest in events we can cater to
and include at our grounds, as well as to capitalize on seasonal opportunities
through the interests of returning customers.
• We strive to have our name go hand-in-hand with a night out in Gainesville, and
seek to push our brand into the public eye by advertising locally.
• In order to carry this out, our goal is to generate interest by providing ample
visual content, creating interactive polls and posts, and being responsive to those
who reach out with questions and comments.

4. Social Media AuditSocial Media Assessment Date: 10/6/2017
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook https://www.facebook.com/SwampHead/ 20,318 12 posts / week 1.70%
Twitter https://twitter.com/SwampHead 6,467 10 posts / week 0.00%
Instagram https://www.instagram.com/swamphead/ 8,065 11 posts / week 1.10%
Assessment Summary:
Website Traffic Sources Assessment Date: 10/5/2017
Source Volume % of Overall Traffic Conversion Rate
Facebook 1000 unique visits 40% 4%
Twitter 5 unique visits 20% 0.01%
Instagram NO DATA NO DATA NO DATA
Assessment Summary: Facebook is where our audience lies and is most active, though Instagram posts generate feedback at around the same rate of those of Facebook. Twitter posts have to this point been reposts of Instagram links and do not get attention.
Audience Demographics Assessment Date:
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
35% 18-30 55% male Facebook Instagram A night out in a Gainesville establishment.
30% 31-40 45% female Attending a local event with local brews.
25% 41-55
10% 56-80
Assessment Summary: The younger generation in and just out of college is where visual marketing and polling is going to hit the best, so we need to modernize our approach into attracting young groups looking for an expanded comfort in Gainesville social settings like ours.
Competitor Assessment: Date: 10/5/2017
Competitor Name Social Media Profile Strengths Weaknesses
First Magnitude Brewing Company Partnership with Gainesville organizations allows for many events on site and a well-known name.Repetitive in event posting does not provide much excitement or generate interest from anyone but returning participants.
Assessment Summary: We attract more attention than competitors, and can continue to do so by hosting a wide variety of events, but can improve by reaching out to a wider variety of organizations and groups.

5. Social Media Objectives
• In 2017, our focus will be to continue to be recognizable in the Gainesville
community and reach more people through events held on our facility and our
name being associated with events and facilities across the city.
• Specific objectives:
• Use our Twitter profile for more than just Instagram reposts. Real growth can come here
through outreach to active users tweeting related content to our events and places where
our products are sold.
• See growth on our Instagram page by advertising for afternoon and evening events at the
physical location. Goal: 1000 more followers in 6 months.
• Use visuals on Twitter to replace ALL links to Instagram.
• Use polls across platforms for direct community input.
KPIs:
• Number of Twitter interactions per tweet
• Number of Facebook live videos
• Poll response analysis
Key Messages:
• Gainesville’s community brewers
• No need to travel far for a quality time

6. Online Brand Persona and Voice
Adjectives that describe our brand:
• Visual
• Local
• Available
• Fun
When interacting with customers we are:
• Friendly
• Knowledgeable
• Inviting
• Laid Back

7. Strategies and Tools
• Paid: each Thursday, boost posts on Facebook, Twitter, and Instagram for events
during the upcoming weekend.
• Owned: While posting polls and pictures, encourage customers to come in to try
what they are seeing and voting for, including having winning drinks available for
sample or discounted rates.
• Earned: Choose someone each week from our mentions anywhere on social
media, whether in tags or location mentions, to come in for a complimentary
drink the upcoming weekend.
Approved Tools:
• Buffer
Rejected Tools:
• N/A
Existing Subscriptions/Licenses:
• Photoshop
• Illustrator

8. Timing and Key Dates
• Holiday dates:
• Thanksgiving Week
• New Year’s Eve
• New Year’s Day
• Valentine’s Day
• St. Patrick’s Day
Internal events:
• October 13 – Woofstock 2017
• October 25 – Adult Trick or Treating
• November 11 – Cornhole for Cancer

9. Social Media Roles and Responsibilities
• Marketing Director: Brandon Nappy
• Social Media Coordinator: Mireillee Lamourt
• Office Staff: Kat Van Riet

10. Social Media Policy
• Swamp Head Brewery strives to be an involved member of the
Gainesville community doing our part to bring a delicious locally-
made product to residents and visitors alike. We hold our social
media team to a high standard, specifically expecting the following:
• Timely engagement with online audience
• Respectful responses to all interactions
• Energetic, positive vibes brought to each post
• An inviting tone
• A safe handle to ask for information
• Quick to handle and help all situations, not leave them for anyone else

11. Critical Response Plan
• Scenario 1 – inappropriate or insensitive social media post
• Take photographic proof of post and send to marketing manager Brandon Nappy
• Immediately delete content
• Discuss with owner and team about the expected impact and estimated reaction
• Brandon and/or Luke Kemper (owner) will issue a written response to be posted across
platforms addressing incident
• Direct media to Brandon
• Scenario 2 – structural damage or injury at Swamp Head Brewery
• Call necessary safety officials
• Alert Luke and Brandon
• Discover which media members have picked up situation
• Direct any seeking media to Luke
• Directly issued statement from Luke after all facts are assessed

12. Measurement
and
Reporting Results
Quantitative KPIs
Reporting period: 3 months // data as of October 5, 2017
Social Network Data Date
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.fac
ebook.com/Swa
mpHead/ 20,318 12 posts / week 1.70%
Twitter
https://twitter.c
om/SwampHea
d 6,467 10 posts / week 0.01%
Instagram
https://www.ins
tagram.com/sw
amphead/ 8,065 11 posts / week 1.10%
Website Traffic Data Date: October 5, 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook
1600 unique
visits 35% 6.50%
Twitter
250 unique
visits 5% 0.01%
Instagram
700 unique
visits 15% 8%
Results Assessment: Our use of Instagram has shown the most promise here, as encouraging those visitors to the brewery to tag and share has increased outside traffic
flow and new followers. Facebook continues to be our best social media traffic platform, while Twitter slugglishly moves forward. We expect the new plans for Twitter
to help the profile take shape in the coming months.
Qualitative KPIs
Sentiment Analysis: Overwhelimg positive analysis comes through our visual medium in Instagram, where not only can we reach people's interests through hashtags,
but can be tagged in others' posts as well. Negative analysis is hard to come by, unless someone leaves us a review on a specific drink that they expected to enjoy more
than they ended up doing. However, only positive feedback from tours and relations with on-site staff, so the social part of driving customers has led to reviews online
and through social media of why other audience members should visit.