A project for my social media management class at the University of Florida. The objective was to design a social media strategy campaign for the company, and include possible results to go along with my campaign ideas.
SMM Project 1 - Shake Shack Social Media Strategy Ashley Powers
A comprehensive social media strategy for Shake Shack. Includes: Social Media Audit, Objectives, Strategies and Tools, Timing and Key Dates, Roles and Responsibilities, Policy, Critical Response Plans, and Measurement and Reporting Results
This is a proposed social media strategy for Chick-fil-A. I followed the format in Hootsuite Social Media course as taken for my public relations class.
A mock social media proposal for Vancouver based company Oak + Fort created for a Social Media class (September 2014) at Blanche Macdonald Centre. Provides suggestions and ideas to increase the company's social media presence, reach and follower engagement.
*Images were pulled from Oak + Fort's Social Media pages. I do not own any images.
**Was not presented to Oak + Fort or any of its representatives
*** This slide show provides the bare minimum information, as details were more thoroughly explained during presentation.
A project for my social media management class at the University of Florida. The objective was to design a social media strategy campaign for the company, and include possible results to go along with my campaign ideas.
SMM Project 1 - Shake Shack Social Media Strategy Ashley Powers
A comprehensive social media strategy for Shake Shack. Includes: Social Media Audit, Objectives, Strategies and Tools, Timing and Key Dates, Roles and Responsibilities, Policy, Critical Response Plans, and Measurement and Reporting Results
This is a proposed social media strategy for Chick-fil-A. I followed the format in Hootsuite Social Media course as taken for my public relations class.
A mock social media proposal for Vancouver based company Oak + Fort created for a Social Media class (September 2014) at Blanche Macdonald Centre. Provides suggestions and ideas to increase the company's social media presence, reach and follower engagement.
*Images were pulled from Oak + Fort's Social Media pages. I do not own any images.
**Was not presented to Oak + Fort or any of its representatives
*** This slide show provides the bare minimum information, as details were more thoroughly explained during presentation.
Social media marketing or SMM is a way of getting connected with potential customers in such a space where they like to stay connected with various people around the globe. Online social networking sites like facebook, youtube, blogspot, hi5, orkut, twitter, linkedin etc. has a vital role to play in SMM.
The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
Please visit my blog at www.stephenzoeller.com
Follow me on twitter @stepzoellermktg
Pinterest @stephenzoeller
Social Media Strategy for the company of Starbucks. After analyzing different components of the company's online presence, some objectives were set out to be met during a particular period.
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Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
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“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
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KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
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Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
A. Social Media Assessment
B. Traffic Sources Assessment
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
Measurement and Reporting Results
3. EXECUTIVE SUMMARY
Our major social media priorities for 2016
will be to increase consumer engagement
and expand it to a wider a target.
4. SOCIAL MEDIA ASSESSMENT
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.facebo
ok.com/Starbucks/
36,445,754 5 posts per week 7%
Instagram https://www.instag
ram.com/starbuck
s/
11,500,000 7 posts per week 4.7%
YouTube https://www.youtu
be.com/user/Starb
ucks/featured
110,918 2 post per week 2.5%
Twitter https://twitter.com
/Starbucks
11,700,000 6 post per week 5%
Assessment summary: Starbucks has the most followers on Facebook, but they post more on
Instagram. They should most the post where they have the most followers.
5. WEBSITE TRAFFIC SOURCES ASSESSMENT
Site Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 800,000 36% 11%
Instagram 600,000 27% 8.7%
YouTube 250,000 14% 3%
Twitter 650,000 29% 9.2%
Assessment summary: The social network that drives the most traffic is Facebook and they
have the highest conversion rate.
6. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
65% 18-30 70% Female
30% Male
Instagram Twitter Boost of energy
before they start
their day
Keep them help
so they can
spend the night
studying
20% 31-40 60% Female
40% Male
Twitter Instagram Habitual
activity to get
coffee
Addiction to the
caffeine and the
taste
10% 41-55 55% Female
45% Male
Facebook Twitter Socially get
coffee with their
friends
Stress reliever
5% 56-80 50% Female
50% Male
Facebook Youtube Helps mental
and physical
health
Nice follow up
after a meal
Assessment summary: The most popular group that are Starbucks target are the people ages 18-30. Out of all
the age groups, for three of them the most popular gender is female.
7. COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
Dunkin Donuts FB:
https://www.facebook.c
om/DunkinDonutsUS
It’s cost effective, good
quality with
reasonable prices
Top donut chain and
focusses too much on
their donuts and less
on the coffee
McDonalds FB:
https://www.facebook.c
om/McDonaldsUS
It’s convenient and
faster and cheap
Associated with
unhealthy fast food
restaurant
Assessment summary: These might be the top two competitors for Starbucks will remain the
industry leader. McDonald's is focused on their fast food and Dunkin Donuts is focused on their
donuts. Starbucks specialty is coffee and that is why they will remain on top.
8. SOCIAL MEDIA OBJECTIVES
Overall business goals:
The overall business goal would be to increase engagement in social media through all networks and aim targets at every
group.
Social media objectives to support business goals:
1. Increase engagement on Facebook by posting 1 Facebook Live videos every 2 weeks.
2. Increase audience and followers who engage by 10% or greater in the next 3 months
3. Increase the number of likes each Instagram post gets by 5% in the next month.
KPIs
1. Number of YouTube followers
2. Number of Live engagement posts
3. Number of likes per post
Key Message:
o Best coffee in town
o Delicious tastes and great social experience
9. ONLINE BRAND PERSONA AND VOICE
o Adjectives that describe our brand:
o Trendy
o Homey
o Original
o Soothing
o Refreshing
• When interacting with customers we
are:
o Helpful
o Sociable
o Hard-working
o Friendly
10. STRATEGIES AND TOOLS
Paid:
1. Once a week every morning boost Instagram posts to bring in customers for an early morning advertisement to bring customers in.
2. The post should have a minimum organic reach of 60, with a minimum of 200,000 likes and 500 comments.
Owned
1. Create a hashtag such as #smilesforstarbucks to all social media accounts.
2. When a customer arrives at a Starbucks mention the hashtag and encourage them to post a smile with a Starbucks coffee with the
hashtag #smiles for Starbucks to spread the word.
Earned
1. Monitor Twitter keywords and terms: coffee, ice coffee, latte, Frappuccino, mocha, brew.
2. Partner with 10 famous actors and actresses to have them influence and encourage to by Starbucks.
Tools:
Approved
- Buffer
- Hootsuite
Rejected
N/A
Existing Subscriptions/license
InDesign
Photoshop
11. TIMING AND KEY DATES
Holiday Dates
o Christmas
o New Years
o Valentines Day
o National Coffee Day
Internal events
o National Coffee Day
o September 29th
o Campus Redevelopment Day
o April 19th
Reporting Dates
o January 21st
o March 21st
o June 21st
o October 21st
12. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Global Chief Marketing Director: Sharon Rothstein
Responsibilities: leads the creation of the brand narrative, marketing initiatives, creative
expressions, advertising and key business partnerships.
Senior vice president of Marketing: Brady Brewer
Responsibilities: leads brand strategy, marketing communications, product and digital
innovation, also introduces millions of new customers to the experience and values of
Starbucks.
Senior vice president of category and integrated marketing: Katie Seawell
Responsibilities: leads day-to-day management and innovations, and drives the marketing
strategy with the loyalty and creative teams.
13. SOCIAL MEDIA POLICY
Moments of connection - that’s our promise. And we bring that promise to life every day in
unique and special ways. These Guidelines are to help you do the right thing when connecting in
social media. They’re important and are based on our Global Social Media Standard, which also
applies to you. Let’s celebrate and share in social media what it means #tobeapartner – with
each other, our customers and the world - in ways only partners can!
(http://globalassets.starbucks.com/assets/731ee25a5fd245e1902c91adeb77135f.pdf)
o Take the high road
o Make it yours
o Share your passion
o Work comes first
o Be safe
o Don’t bully others
o Don’t use other people’s stuff
o Don’t distribute financial information
o Don’t create social media accounts
using Starbucks
14. CRITICAL RESPONSE PLAN
Scenario One: Inappropriate post on social media
Action Steps: Direct message the person who posted that and tell them why it’s wrong and ask to
kindly take it down.
Pre-approved messaging: No pre-approved messaging for this scenario
Scenario Two: Allergic reaction to Starbucks products
Action steps: Have the staff alerted and make sure customer is alright. Give them a coupon or
something to get them to come back and show that Starbucks is a business that cares.
Pre-approved messaging :
Facebook: No pre-approved messaging for this scenario
