This is a social media strategy plan for Volta Coffee, Tea, & Chocolate. This is for social media management at the University of Florida.

1. Volta Coffee, Tea & Chocolate
Social Media Strategy
BY: MELANIE ESPAILLAT 5-25-2017

2. Table of Contents
•Executive Summary
•Social Media Audit
•Social Media Objectives
•Online Brand Persona and Voice
•Strategies to Support Objectives
•Key Dates and Timing
•Social Media Roles and Responsibilities
•Social Media Policy
•Critical Response Plan
•Measurement and Reporting Results

3. Executive Summary
•Our goal for the rest of 2017 is to expand our overall social media presence and engagement.
•This will be done by communicating more directly with consumers and creating more quality
sharable content to make the brand more personable. Also, we will be expanding to other social
media platforms.

4. Social Media Audit
Social Network Social Network Follower count Average Weekly Activity Engagement Rate
Facebook
https://www.faceboo
k.com/VoltaGNV/
2,963 1 post per week 0.63%
Twitter
https://twitter.com/tr
ue_volta
2,105 3 posts per week 0.27%
Social Media Assessment
Assessment Summary: At present time, Although there are less posts on Facebook, it has the most engagement.

5. Social Media Audit
Website Traffic Sources Assessment
Source Volume(monthly) % of Overall Traffic Conversion Rate
Facebook 180 unique visits 20% 5%
Twitter 50 unique visits 5% 2%
Assessment Summary: At present time, There is much more traffic and a higher conversion (purchase)
rate for Facebook than Twitter.

6. Social Media Audit
Audience Demographics Assessment
Assessment Summary: The vast majority of the demographic are 18-30 year olds. Their most
used social networks are Facebook and Instagram. Most people come to study. An Instagram
account should be created to reach the audience.
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
80% 18-30 55% female 50% Facebook 45% Instagram Study space with coffee.
Drinking cofee with
friends.
10% 31-40 45% male 40% Instagram 35% Facebook
5% 41-55 10% Twitter 20% Twitter
5% 41-55
5% 56-80

7. Social Media Audit
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Maude's Café FB: Maude's Classic Café
They host events and promote
them on social media.
They do not post frequently and
they only share events. They do
not posts any other content. There
is almost no engagement on their
posts
Pascal's Coffee House IG: pascalscoffee
Posts are informational and
aesthetically pleasing. Captions
use a friendly voice. They do not really use hashtags.
Opus Coffee
Headquarters FB: Opus Coffee
They use hashtags and have a
good activity. The brand name
is featured in every post,
whether it is in text or on photo.
Every post is about the brand, they
do not post interesting content for
consumers to engage with. Each
post is just promoting.
Assessment Summary: The analysis mainly focuses on Facebook and Instagram. The most
engagement occurs with posts that go with the season/holiday or that stated news about the
business. The competition could use more hashtages to foster engagement. They could also post
more quality content that is interesting.

8. Social Media Objectives
•Overall Business Goals: By the end of 2017, our goal is so increase traffic and engagement al all
social media platforms. We also want to create an account on Instagram, since a significant
amount of our audience uses it. We will do this by posting more engaging and attractive content.
•Social Media Objectives to Support Business Goals:
1. Increase engagement rate on both channels by .5% in 6 months
2. Create an Instagram account and gain 1500
followers by the end of this year (6 months).
3. Increase overall traffic by 10% on Facebook
and 5% on Twitter.

9. Social Media Objectives
•KPI’s
Quantitative
1. Increase number of followers on all
platforms
2. Increase engagement rate on all
platforms
Qualitative
1. Increase in positive comments and
engagements.

10. Social Media Objectives
Key Supporting Messages:
•Experience artisan coffee
•The gathering spot for friends

11. Online Brand Persona and Voice
Adjectives that describe our brand:
•Passionate
•Informative
•Intelligent
•Casual
•Authentic
•Positive

12. Online Brand Persona and Voice
Example: Informative

13. Online Brand Persona and Voice
Example: Casual

14. Online Brand Persona and Voice
Example: Passionate

15. Online Brand Persona and Voice
Example: Intelligent

16. Strategies to Support Objectives
Paid:
•Instagram ads once a week in Gainesville
radius
Earned:
•Create a 10% off promotion for anyone
who checks into Volta on Facebook.

17. Strategies to Support Objectives
Owned:
•Create the unique hashtag, #voltalove. We include
this hashtag in every post on all platforms and we
will ask customers to use it if they post about their
coffee and to tag us as well.
•We will have occasional posts with our employees
and their current favorite drinks that the shop. The
caption will have quotes from them and why they
like a drink. This will be our employee advocacy.

18. Strategies to Support Objectives
Tools
•Approved: Hootsuite
Buffer
•Rejected: N/A
•Existing Subscriptions/ Licenses:
Photoshop

19. Key Dates and Timing
Key Dates
•National Coffee Day, Sept. 29
•December Holiday Season
•Pi Day, March 14
•Halloween, October 31
•Easter, Sunday in spring

20. Key Dates and Timing
Internal Events:
•Gainesville Electric Vehicle Club meets At Volta the first Wednesday of every month.
•Sponsor of Changeville, a music and arts festival every February.
Lead Times:
•This strategy is for the next 6 months or the remainder of the year,
from June 1 to Dec. 31, 2017
Reporting Dates:
•Reporting dates will be once every two months. So, three times within the campaign time period.
•August 1st, October 1st, and January 1st

21. Social Media Roles and Responsibilities
Social Media Director: Melanie Espaillat
•Oversee all operations
•Approve any potential changes to the plan
•Will lead reporting meetings
•Develop plan if offensive post is published

22. Social Media Roles and Responsibilities
Social Media Manager: Jenny Chung
•Manage day-to-day operations
•Approves all posts before they are published
•Will lead any discussion with customers on social media

23. Social Media Roles and Responsibilities
Social Media Coordinator: Phillip White
•Curate posts
•Manage social media channels on Hootsuite
•Monitor engagement
•Reply to comments if necessary

24. Social Media Policy
Employees are expected to practice and adhere to the following guidelines while using social
media. It is important that we are always our best.
•No negative or derogatory language
•No inappropriate posts
• Be mannerly and civilized
•Be helpful to anyone who needs help
•Do not argue

25. Critical Response Plan
Scenario 1: Offensive or distasteful post is published from a Volta account
1. When post is detected:
-Screenshot
-Delete
2. Alert Melanie Espaillat (Social Media Director)
3. Melanie will make executive decision on follow up post
4. Melanie will meet with employee responsible and perform any disciplinary action necessary

26. Critical Response Plan
Scenario 2: Customer posts about unsatisfaction on social media
1. Alert Jenny Chung (Social Media Manager) immediately
2. Jenny will formulate response
3. Jenny will continue communicating with customer if a discussion begins
4. Offer customer Volta gift card

27. Measurement and Reporting Results
Reporting after 2 months
Data as of: August 1, 2017 (From June 1-Aug. 1)
Quantitative KPI’s:
Website Traffic
Source Volume (monthly) Percentage of overall
traffic
Conversion Rate
Twitter 60 unique visits
+20% growth
7% 3%
Facebook 220 unique visits
+22% growth
35% 7%
Instagram
(Two months after
creation)
100 unique visits 20% 6%

28. Measurement and Reposting Results
Social Network Data (as of Aug. 1, 2017)
Social Network URL Follower Count Weekly Average
Activity
Engagement Rate
Facebook https://www.facebook.c
om/VoltaGNV/
3030
+2.2% growth
5 times a week
+400% growth
.82%
+30% growth
Twitter https://twitter.com/true_
volta
2050
+1.7% growth
4 times a week
+33.3% growth
.31%
+14.8% growth
Instagram
(Two months after
creation)
https://instagram.com/v
oltavoffee
500 1 time week Avg interactions
per post= 250

29. Measurement and Reposting Results
Assessment on quantitative results:
•Our Instagram has gained 500 followers since its creation. We are on track to reaching our goal
of 1500 followers by the end of the year.
•We have been accomplishing more frequent posting on all social media channels.
•Our traffic has grown much more than expected. Good job!
•We are also on track for meeting our customer engagement goals, thanks to out new hashtag
and promotions.
#Voltalove Performance
•The new hashtag had been used 50 times on Facebook, 9 times on twitter, and 40 times on
Instagram.

30. Measurement and Reporting Results
Qualitative KPI’s:
Sentiment Analysis
• There have been numerous positive publications from customers. These included using our new
hashtag #voltalove and sharing positive opinions on their drinks.
•There have been little to no negative interactions. The only one indicated was a complaint on
the poor preparation of a customer’s coffee. Will will train our baristas more to make sure this
does not happen again.

31. Measurement and Reporting Results
Proposed Future Actions
•Continue using the hashtag #Voltalove
•Create a contest that involves posting on social media to win a Volta gift card
•Post polls on Facebook and Twitter to foster engagement and discussion