The document provides a social media strategy for Tim Hortons. It includes an audit of Tim Hortons' current social media presence, objectives to increase engagement on platforms like Facebook and Twitter, guidelines for brand persona and content, and plans for content creation, community partnerships, and responding to critical incidents. Key metrics like website traffic and follower growth will be tracked quarterly to measure progress.

1. UF S O C I A L M E D I A M A N A G E M E N T
SOCIAL MEDIA STRATEGY
FOR TIM HORTONS
B Y R A C H A E L R E H
F E B R U A R Y 8 , 2 0 1 7

2. TABLEOFCONTENTS
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. THEGOALOFTHISSOCIALMEDIASTRATEGYISTOINCREASE
CUSTOMERENGAGEMENTONSOCIALMEDIAPLATFORMSINCLUDING
FACEBOOK,TWITTERANDINSTAGRAM.TIMHORTONS'MAINFOCUS
WILLBETOUSESOCIALMEDIAASBOTHACUSTOMERSERVICE
PLATFORMASWELLASAWAYTOENCOURAGECUSTOMERSTO
SHARETHEIREXPERIENCESATTHEIRLOCALTIMHORTONSCAFE.
E X E C U T I V E S U M M A R Y
Two strategies that will support this objective include:
1. Increase amount of employee-to-customer interaction on social platforms.
2. Plan to increase community engagement with customers and increase
website traffic.

4. S O C I A L M E D I A A U D I T
The following is an audit of Tim Hortons' social media presence to
date. It includes an assessment of all social networks, web traffic,
audience demographics, and a competitor analysis.
SocialMediaAssessment
Data as of February 8, 2017
As displayed by the assessment above, the highest number
of interactions per post occurs on Twitter, while the second
highest number occurs on Instagram. Although Facebook
has nearly three million followers, the engagement rate is
nearly zero.

5. WebsiteTrafficSourcesAssessment
Timeframe: Monthly average, July 2016 - December 2016
Facebook currently drives the most traffic to our website,
followed by Twitter. Instagram displays the least traffic data
as well as unique visits.
AudienceDemographicsAssessment
Although a majority of customers are between 18-30, the
second largest age distribution falls between 55-80,
surprisingly. Titter is popular among the younger
demographic which Facebook is the core social network for
older demographics.

6. CompetitorAssessment
The competitor analysis analyzed two major competitors
with a strong social media presence on Facebook and
Twitter. High quality visual content is a major driver of
engagement with their audiences, and the use of unique
posts like including recipes on Twitter. Areas where the
competition has room for improvement is centered around
the overwhelming nature of their posts and lack of customer
service via social media.

7. SOCIALMEDIA
OBJECTIVES
1. Increase volume of visual content posted on
Facebook by 50% in 10 months.
2. Increase overall posted content on Facebook from
one post per week to three posts per day.
3. Increase Twitter followers by 6,000 in 10 months.
4. Increase brand awareness on Twitter through use of
unique hashtags
5. Increase Instagram interactions by 20% in 10 months.
KPIs
a) Number of followers
b) Number of weekly posts
to social media profiles
c) Number of interactions
per post
d) Community engagement
Key Messages
a) Always Fresh
b) Commitment to the
community

8. ONLINEBRAND
PERSONAAND
VOICE
Adjectives that describe our brand:
Cozy
Ubiquitous
Big-hearted
Familiar
Social media interactions:
Encouraging
Customer Service- Oriented

9. AND TOOLS
S T R A T E G I E S
Paid: Increase organic visual content on Facebook each weekend beginning on Friday mornings.
Sponsored ad content on Instagram with a reach of at least 1,000 and 500 minimum likes.
Owned: Use #RollUpTheRim to promote Roll Up the Rim to Win contest throughout the months of
February to April. Beginning in May, introduce the hashtag #RealChill to kick off summer and real
frozen lemonade to the menu (for a limited time). Hashtags will be used on both Twitter and
Instagram.
Earned: Partner with area PeeWee hockey teams to increase community engagement and
enhance brand's 'big-hearted' image. Encourage both players and families to post team videos and
pictures to Facebook and Instagram tagging Tim Hortons.
Tools:
Hootsuite
Buffer
Canva
Photoshop

10. T I M I N G
A N D K E Y D A T E S
Valentine's Day
Memorial Day (U.S.)
4th of July (U.S)
"Back to school" (first
week in September)
Christmas
Key Dates Internal Events Reporting Dates
Roll Up the Rim to Win-
February to April
Children's Foundation
Summer Camp
Fundraiser- May to June
PeeWee Hockey
Sponsorship- October to
February
Reporting will take
place quarterly.

11. ROLESANDRESPONSIBILITIES
S O C I A L M E D I A
Marketing Director: Rachael Reh
Responsibilities: Oversees implementation of all social media strategies
including campaigns, PR and advertising. Manages entire social media
department.
Social Media Manager: Kelly Johnson
Responsibilities: Manage day-to-day social media activities and
engagements. Create and maintain content.
Social Media Coordinator: Michael Hennings
Responsibilities: Work with social media manager to develop content
and make sure all social media efforts keep to the brand image.
Other key members:
Chris Reynolds- Customer Service Support
Holly Stevens- Digital Designer

12. SOCIALMEDIA
POLICY
We encourage you to share your Tim Hortons Cafe
& Bake Shop experience on our page through
comments, photos, videos, and links. Please be
respectful of the entire community, and adhere to
the posting guidelines of Facebook. The Tim
Hortons U.S. Facebook team reserves the right to
remove posts that are:
(a) abusive, defamatory, or obscene;
(b) fraudulent, deceptive, or misleading;
(c) in violation of any intellectual property right of
another;
(d) in violation of any law or regulation, or;
(e) otherwise offensive, graphically or in tone

13. SCENARIO1:
Customer takes to Twitter to "rant" about a negative experience he or she had with
our brand.
Action Plan:
1. Detect tweet(s).
2. Alert Marketing Director and Social Media Manager.
3. Reply to customer's tweet in a timely manner saying we apologize for their
negative experience and would like to discuss the situation further in a direct
message.
4. Message customer directly.
(No pre-approved messaging, responses depend on the nature of the tweet).
C R I T I C A L R E S P O N S E P L A N

14. SCENARIO2:
Tim Hortons staff member is being investigated for stealing money from Children's
Foundation Summer Camp fundraiser.
Action Plan:
1. All social media management team members meet to analyze all social media
mentions of the investigation.
2. Social Media Manager will handle all direct contact with concerned customers.
3. Social Media Coordinator will respond to any negative media coverage and will
respond to this coverage in a tone that reflects assurance that the issue is being taken
care of.
4. All social media management team members to monitor the situation..
Facebook: We understand that there is an ongoing investigation regarding one of our
team members. We at Tim Hortons assure all customers that this incident will not
affect any of our Children's Foundation Summer Camp recipients.
C R I T I C A L R E S P O N S E P L A N

15. Quantitative KPIs
Data as of January 2018
M E A S U R E M E N T
A N D R E P O R T I N G R E S U L T S
S O C I A L N E T W O R K D A T A
Facebook posts have increased from one post per week to an average of three
posts per day.
The number of Twitter followers has increased by 11% in 10 months, which is only
a third of the 6,000 follower goal.
Over all three social media platforms, the average engagement rate has risen in
the last 10 months.

16. Quantitative KPIs
Monthly average from February 2017 to December 2017
M E A S U R E M E N T
A N D R E P O R T I N G R E S U L T S
W E B S I T E T R A F F I C D A T A
Qualitative KPIs
Community Engagement Analysis
An analysis of all Facebook, Twitter and Instagram posts made between the months
of October to December 2017, during peak PeeWee hockey season. There was a
significant number of videos and photos posted by team members and families
tagging our brand in the photo and/or post.