2016 Social Media Plan for Snack Crackle Pop, LLC. Created by Amy Hadden for the University of Florida- @UFSMM PUR3622/RTV4930.

1. Social Media Strategy
Snack Crackle Pop
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2. 1. Cover
2. Table of Contents
3. Executive Summary, October 2015
4. Social Media Audit Explained
5. Social Media Assessment, October 2015
6. Traffic Sources Assessment, January 2015 - September 2015
7. Customer Demographics Assessment
8. Competitor Assessment
9. Social Media Objectives
10. Online Brand Persona and Voice
11. Strategies and Tools
12. Timing and Key Dates
13. Social Media Roles & Responsibilities and Social Media Policy
14. Critical Response Plan
15-17. Measurement and Reporting Results (1-3), October 2015 – January 2016
Table of Contents
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3. Our marketing strategy for 2016 is to build a strong foundation of social
media presence while building an online following. The primary goal of
this objective is to attract a consistent customer base for the online popcorn
shop.
2 major social strategies will support this objective:
1. A plan to drive customers to our site by using published content on our blog.
2. Making connections to new customers by interacting in online groups and chats
with all applicable social media accounts.
Executive Summary
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4. This is an audit of Snack Crackle Pop, LLC. social media presence traffic to
date. It includes an assessment of all social networks, web traffic, audience
demographics, and a competitor analysis.
Social Media Audit
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5. Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
Facebook.com/
SnackCracklePop 1500 3 posts per week 5%
Twitter
Twitter.com/
SnackCracklePop 3500 12 posts per week 3.5%
Linked In
LinkedIn.com/
SnackCracklePop 50 1 post per month 1%
Instagram
Instagram.com/
PopcornHappiness 1250 7 posts per week 10%
Social Media Assessment
Social Media Assessment: Currently, Facebook and Twitter are the highest for followers, but Instagram is consistently higher
for engagement. All three of these account have pictures of new popcorn recipes weekly and pictures seem to drive most of the
engagement. Linked In is not gaining any interest and the account will be removed for the upcoming year.
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6. Source Volume % of Overall Traffic Conversion Rate
Facebook 800 unique visitors 12% 3%
Twitter 2100 unique visitors 20% 6.5%
Linked In 10 unique visitors .02% 0%
Instagram 250 unique visitors 1.5% 5%
Website Traffic Source Assessment
Traffic Summary: At present time, Twitter is largest source of traffic to our website. The conversion rate (conversion goal = at
least 1 bag of popcorn purchased) is higher than Facebook by 3.5%, but is only 1.5% higher than Instagram. Although
Instagram has attracted many less visitors, the conversion rate is very high. Linked In is not very popular for selling product
or attracting customers.
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7. Customer Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need Secondary Need
29% 18-25
65% Female
45% Male 70% Instagram 25% Twitter
Impulse purchase of
small batch orders.
Likely purchased for
self.
Wedding and other
event planning.
48% 26-35
80% Female
20% Male 55% Twitter 30% Instagram
Wedding and other
event planning.
Gifts for
holidays/birthdays of
friends, co-workers
and family.
19.5% 36- 50
88 % Female
12% Male 80% Facebook 15% Instagram
Gifts for
holidays/birthdays of
friends, co-workers
and family.
Small batch orders,
likely purchased for
self.
3% 51-65
98% Female
2% Male 93% Facebook 6% Instagram
Gifts for
holidays/birthdays of
family.
.5% 65+ 100% Female 100% Facebook
Gifts for
holidays/birthdays of
family.
Audience Demographics Summary: The majority of customers are women between ages 18-35, with the next highest percentage of
customers being men between ages 18-25. This analysis shows that most of the customer base are purchasing popcorn orders on the
catering and large gift order levels and they are more likely to get their Snack Crackle Pop information from Twitter or Instagram. Both
of these accounts are used primarily for photo sharing and have ongoing new posts daily. Facebook is very popular with ages 36+.
Along with continuing effort for all of these accounts, this year we should incorporate the use of Pinterest to gain more popularity with
the 36+ demographic. 7

8. Competitor Name Social Media Profile Strengths Weaknesses
Kernel Popper’s
Facebook:
Kernel Popper’s Gourmet
Popcorn
Great visual connection with
customers through pictures of
product. Very responsive and
conversational with customers
on page.
Extremely inconsistent with posting.
Only posting 1-3 times per month.
Crazy Corn
Twitter:
Crazy_Corn
Posts are frequent and
engaging. Customers are
actively using proper hashtags.
Customer service is great.
There are little to no pictures of the
product. Too many posts that are not
focused on selling the product.
Capital Corn and
Confections
Instagram:
trentonpopcorn
Very engaging with customers.
Posts are consistent and
customers are using the correct
hashtags when posting pictures
of the products.
Pictures are boring and
unprofessional. There are very few
pictures of the product. The name of
the business is hard to find because
of the Instagram handle being so
different.
Competitor Assessment
Competitor Assessment Summary: The analysis was based on the top three competitors found by searching the term “gourmet
popcorn” on Facebook, Twitter and Instagram. Overall these three companies are great at engaging their customers quickly and making
sure their hashtags and keywords are known to their customer base. A major factor with two of the competitors is that they do a very
poor job with posting good pictures.
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9. Specific Objectives:
• Number of followers on Instagram and Twitter
increase by 10% each quarter.
• Post engagement rates and likes on Facebook
increase by 6% each quarter.
• Number of pins on Pinterest from first quarter
double each quarter thereafter.
• Increase unique website visits by 20% within 6
months.
Social Media Objectives
Objective Overview: The goals for 2016 include creating content to drive website traffic, building a larger
customer base by continuing current efforts on established social media platforms, and creating new reach by initiating use
of a new social media platform. The new platform being established this year is Pinterest.
Key Supporting Messages:
• Our popcorn is all natural and gluten free!
• Every kernel is popped with love.
• Happiness by the Handful.
KPI’s:
• Number of Followers on Instagram and
Twitter.
• Post engagement rates and likes on Facebook.
• Number of Pins on Pinterest.
• Number of unique website visits.
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10. Adjectives That Describe Our Brand:
o Delicious
o Fresh
o Fun
o Exciting
o Happy
Online Brand Voice and Tone
Examples of Brand Voice in Social Media Interactions:
o Conversational
o Happy
o Excited
o Optimistic
o Friendly
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11. Strategies for Supporting Objectives:
Paid: Every Friday afternoon, boost the special flavor for the following week on Facebook. The post must have a minimum organic
reach of 50, as well as a minimum of 5 likes or 3 comments.
Owned: Use the hashtag #snackcracklepop with every Instagram posting. Have a raffle once per month to giveaway a bag of
popcorn to one of our Instagram followers who who posted a picture, tagged us, and used the special hashtag during the month.
Earned: Monitor use of the keywords on Twitter: pop, popcorn, snack, gourmet, giftbag. Place offer on Groupon for one week to
generate interest and leads.
Tools:
Approved: Hootsuite, Buffer
Rejected: None- Must request approval to use new tools.
Existing Subscriptions:
Photoshop Canva Vimeo
Strategies and Tools
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12. Holiday Dates
 New Years Eve/Day
 Valentines Day
 St. Patrick’s Day
 Easter
 Mother’s Day
 Father’s Day
 Independence Day
 Rosh Hashanah
 Halloween
 Thanksgiving
 Chanukah
 Christmas
Timing and Key Dates
Internal Events:
Ongoing promotions:
 Birthdays, Anniversaries, Special Events.
 Refer a friend for a free bag of popcorn.
Reporting Dates
Reporting will occur once a quarter on April 2, July 2, October 2 and January 2.
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13. Social Media Manager : Amy Hadden, Owner & CEO
Social Media Consultant: Rebecca Glassman
*At this time, all social media is controlled by the business owner and an outside consultant.
Social Media Roles and
Responsibilities
SOCIAL MEDIA POLICY:
Social media is at the core of our company marketing strategy. We use many different platforms to communicate
with customers, build new interests, promote products, and build brand awareness for Snack Crackle Pop, LLC.
All representatives of Snack Crackle Pop are expected to demonstrate best practices and proper online etiquette
while using a consistent company voice.
While remaining non-partisan when it comes to issues of politics and religion, all representatives are required to
take any communications with customers regarding those subjects to a private message, remembering that all
written communication needs to stay consistent. Always keep a positive and friendly tone, even when handling
customer complaints, especially in a public forum. Do not use negative slander in regards to other companies.
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14. Owner Name Telephone Email
Marketing & Media Director Amy Hadden (904) 803-6273 amynhadden@gmail.com
Social Media Manager
Critical Response Plan
Scenario 2 – Inappropriate Tweet Action Plan
1. When Tweet is detected:
• Take screenshot and delete tweet.
• Contact Rebecca Glassman first, or Amy Hadden if needed.
2. Rebecca will discuss situation with Amy and evaluate next step
3. Rebecca to develop appropriate follow up Tweet, Amy to approve.
4. If media has picked up the Tweet, Amy to manage all direct contact.
Pre-approved messaging: TBD- based on situation
Scenario 1 – Food Recall
1. Alert Amy Hadden immediately.
2. Amy will work with Rebecca to determine the impact of recall.
3. If media has picked up the recall, Amy to manage all direct contact.
4. Amy to make public announcement in regard to recall and the
company’s next step for the customers.
5. Amy and Rebecca to come up with long term follow up plan.
6. Amy and Rebecca to continue monitoring reactions on all accounts.
Pre-approved messaging: TBD- based on situation
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15. Measurement and Reporting (1)
Social
Network
URL
Follower
Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
Facebook.com/
SnackCracklePop 1700 3 posts per week 8%
Twitter
Twitter.com/
SnackCracklePop 4150 12 posts per week 5.5%
Pinterest
Pinterest.com/
SnackCracklePop 150 5 post per week 15%
Instagram
Instagram.com/
PopcornHappiness 1450 7 posts per week 12%
Quantitative KPIs Reporting Period: 3 months Data as of :January 2, 2016
Social Network Data
Timeframe: as of February 1, 2016
• All of our social media account surpassed the 10% growth goal.
• Pinterest took off well with 150 pins this quarter. This will set the standard for increase each quarter. We are very
pleased with the outcome of Pinterest and will continue growing this audience.
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16. Website Traffic Sources Assessment
Timeframe: as of February 1, 2016
Measurement and Reporting (2)
Source Volume % of Overall Traffic Conversion Rate
Facebook 1125 unique visitors 13% 5%
Twitter 2450 unique visitors 30% 11%
Pinterest 23 unique visitors 3% 5%
Instagram 410 unique visitors 6% 7%
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17. Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:
• The majority of feedback and interactions revealed satisfied customers. They brag of great customer service and fresh tasting
popcorn.
• The negative feedback we received this quarter was in regards to shipping issues through the holiday season.
Proposed Action Items
• Continue with Pinterest, but increase posting to 7 times per week.
• Begin using new hashtag: #popcornhappiness.
Measurement and Reporting (3)
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