social media optimization campaign

BY: BRANDI PARIGIAN(386)-956-1119

bmparigian@fullsail.edu

http://www.thebostoncoffeehouse.com

GOALS

ABOUT BOSTON COFFEEHOUSE

A small coffee company made up of four franchises in the Central Florida Area. They offer a variety of hot and cold beverages, soups, salads and they serve breakfast,

lunch and dinner during the week and weekends.

TARGET MARKET

Consists of young adults (ages 18-24). The local coffee chain positions itself as a local hotspot for young adults to hang out, have homework/study sessions and meet others.

SOCIAL MEDIA CHANNELS

In this social media campaign we will be focusing on three social media channels: Facebook, Twitter and Instagram

CUSTOMER PROFILE #1

Marissa Clark

• Buying Habits • Likes to saves money and purchases

distinctive coffee drinks that are affordable •Active on Facebook, Twitter and Instagram •Loves to share updates with friends

• Psychographics •Positive Attitude • Likes to meet with friends and relaxes in her spare time • Friendly and easy to get along with

•Content & Messaging •Share and repost during the #FrappeFriday contest on social media

•Demographics • 19 • Female • High School Diploma • Minimum Wage • Located in Central Florida

CUSTOMER PROFILE #2

Ian Smith

•Demographics • Mid 20’s • Male • College Degree • $38,351 a year • Central Florida

• Psychographics • Optimistic about work • Competitive Personality • Enjoys networking gatherings • Likes working from the computer

• Buying Habits • Role • Checks social media for deals and events and compares pricing between brands •Networks on Facebook and Twitter

• Content & Messaging •Likes and Comments on the different types of content on the social media channels

PRIMARY GOALBoston Coffeehouse wants to promote an event called “Frappe Friday” available at all locations starting Friday September 2nd. Every Friday this fall from 2-5 pm Frappe Friday will be a happy hour event where customers can purchase frappucino’s at half price. Customers can network or focus on their studies during this time.

The event will be promoted through social media channels:

SECONDARY GOAL

Using social proof to encourage customers to share, comment, with

their thoughts and experience from the event, or like the event.

Examples of Social Proof:

PRIMARY CALL TO ACTION

A hashtag #FrappeFriday is is used for customers to join the conversation,

where you can read what others have to say about the topic, or what content

SECONDARY CALL TO ACTION

Share post, repost or retweet #FrappeFriday to win a $25 Boston

Coffee gift card

METRICS

Tracking the user engagement by measuring the likes, comments and shares. By uncovering patterns of how the target audience engages with the content on each

channel.

CAMPAIGN PLAN

WHO ARE THE LOCAL COMPETITORS?

AUSTIN’S COFFEE FACEBOOK CONTENT

Events Menu Items Quotes

AUSTIN’S COFFEE’S FACEBOOK FOLLOWERS

Followers have very little engagement with the local coffee shop

AUSTIN'S COFFEE TWITTER CONTENT

Events Menu Items Quotes

AUSTIN’S COFFEE TWITTER FOLLOWERS

Not much engagement or very little interaction on Twitter

AUSTIN'S COFFEE INSTAGRAM CONTENT

Events Customers The Shop

AUSTIN COFFEE’S INSTAGRAM FOLLOWERS

Instagram followers are more active and engaged in conversation

with the content posted

RABBITFOOT RECORDS & COFFEE FACEBOOK CONTENT

Menu Items Events The Shop

RABBITFOOT RECORD STORE CAFE FACEBOOK FOLLOWERS

Quite a bit engagement happening

RABBITFOOT RECORDS & COFFEE INSTAGRAM CONTENT

Customers Menu Items The Store

RABBITFOOT RECORDS & COFFEE INSTAGRAM FOLLOWERS

Plenty of engagement happening on Instagram

SOCIAL MEDIA CAMPAIGN

EXAMPLE #1

Starbucks didn’t go lightly on their social media presence for their social

media campaign #FrappucinoHappyHour. Starbucks used their own Facebook page

to promote this branded hashtag campaign and a Facebook page dedicated to the

Frappucino promoting this campaign as well.

SOCIAL MEDIA CAMPAIGN

EXAMPLE #1

Again, Starbucks used their own Twitter account to promote their

campaign and the Frappucino Twitter account promoted the

#FrappucinoHappyHour campaign without overlapping content.

SOCIAL MEDIA CAMPAIGN

EXAMPLE #1

Starbucks continues to build coverage through their own Instagram account and distributes photos to capture the

customers mindset.

SOCIAL MEDIA CAMPAIGN

EXAMPLE #2

Tim Horton’s distributed a branded hashtag campaign called #CampDay. Customers would buy a coffee during the Summer, and proceeds

from purchases would help send a kid to Summer camp. Tim Horton’s used Facebook to tell stories

about children attending Summer camp that benefit from the charity, engage with customers

in those stories through likes and comments.

SOCIAL MEDIA CAMPAIGN

EXAMPLE #2

Tim Hortons would regularly tweet using the #CampDay hashtag to

engage with their followers encouraging them to visit the store.

SOCIAL MEDIA CAMPAIGN

EXAMPLE #2

Tim Horton’s used their #CampDay campaign on Instagram to build

awareness visually and allow customers to share their support for

the cause.

HOW FREQUENTLY IS IT NECESSARY

TO POST ON SOCIAL MEDIA?

Promotion of the #FrappeFriday social media campaign content will be posted on Facebook,

Twitter, and Instagram at least 1-2 times a day during the Fall. By Posting at least once a day on

social media followers will likely stay engaged with the content.

FACEBOOK

Post at least two times a day

Each post will contain the hashtag: #FrappeFriday

Will post unique compelling images of friends enjoying their #FrappeFriday drinks

These images can bring a strong emotional connection, compassion and joy

TWITTER

Post at least three times a day

Each image or gif will be used to help promote #FrappeFriday with the hashtag

Gif’s are an easy way to consume any brand trying to meet the content needs of the target audience

Gif’s can tell the brand story by showing off the brand personality, or revealing a company service or project

INSTAGRAM

Post at least once a day

The photos posted to instagram will contain memes

Memes will get the attention of fans and followers in clever ways to get the attention of a brand

They may help make a brand memorable, and may make the followers laugh, smile and bring out emotions

HOW DOES THIS CONTENT RELATE TO THE GOAL AND THE TARGET

AUDIENCE?

Attention spans are shorter than ever. By providing high quality, unique compelling images with less text. Images, gif’s and memes are more likely to be viewed, shared, and remembered by followers

Why?

THE CALL TO ACTION (CTA) AND HASHTAG #

The hashtag #FrappeFriday , is where we can see what Boston Coffeehouse is posting within their social media campaign and for customers to join the conversation and post photos with this hashtag.

HOW WILL THE METRICS HELP DETERMINE IF THE CONTENT IS

WORKING OR NOT?

By tracking user engagement (likes, comments, and shares), i’ll be tracking the progress (KPI) of engaged followers interacting with the content.

It may determine by the time of day the content is posted to tell if its working or not.

CROSS-PROMOTION ACROSS FACEBOOK, TWITTER AND

INSTAGRAM

Include social links in the about section on Facebook

List platforms in cover photo on Facebook and Twitter

Custom Tabs on the side on Facebook

Create a photo album of social icons on Facebook with links to those social networks in the caption

Share content from other channels

ABOUT INFLUENCER MARKETING

Influencer(s) or influencer marketing can drive your brands message to a

larger market. They raise action among their audience and their networking,

help increase online exposure

INFLUENCER #1

Chermelle D. Edwards

Journalist of her own web-magazine called “The Coffeetographer”

Devoted to documenting and photographing the culture of local coffee shoppes around the world and interviewing owners and customers who visit the shop.

I would ask Chermelle to come be apart of Boston Coffeehouse’s #FrappeFriday , have her write a blog post and feature it on her Coffeetographer site.

Compensation: $25 gift card for Boston Coffeehouse

INFLUENCER #2

Charlie Murray

Documents his exciting moments with coffee from Portland to Australia. He combines his sense of humor with great informative content and photographs on his site called The Directory

I would have Charlie come and participate in #FrappeFriday at one of the Boston Coffeehouse locations. Where he can photograph the shop, the customers, frappe’s and share them on social media

Compensation: $25 gift card for Boston Coffeehouse

CAMPAIGN CONTENT

FACEBOOK IMAGE #1

The image can be intriguing because not only does my target audience like coffee drinks, but if they see that there is a possibility to win something, why not share it?

FACEBOOK IMAGE #2

This image is to promote awareness of an event “#FrappeFriday” and the celebration of an end of a school week.

TWITTER GIF #1

This gif can be used as an online pull strategy to promote the product directly to the customer

TWITTER GIF #2

Shows a girl (same age as a college student), and the target audience can picture themselves drinking their own frappe

Using this gif will show the target audience, that drinking a frappe on #FrappeFriday can wake them up, and prepare you for the long weekend you deserve

INSTAGRAM MEME #1

Referencing a popular movie in pop culture, with something people may still quote from

Memes are references/ or gifs on pop culture using popular images

Memes are shared with people on social media, mostly amongst young people

Its a clever way for the target audience to remember the coffee shop using the Mean Girls meme, and thinking this maybe a hip place to hang out

INSTAGRAM MEME #2

Referencing a newer movie, still fresh in people’s minds (Star Wars: The Force Awakens)

This meme is something to relate to where your in a situation and you forget to buy the one friends drink, maybe your with a group, you think you counted everyone, and you forgot the one person

WHAT IS AMPLIFICATION?

Amplification works by getting your message promoted (amplified) through employees, customers, industry partners, fans and influencers

AMPLIFICATION STRATEGY #1

Using a paid advertising option can leverage, depending on the content you are sharing and the audience you are trying to reach

Using Facebook ads, lets you specify the interests, location, age, gender, device etc..

Paid social amplification uses advanced techniques to help brands target the right audience and spread their message as quickly as possible

Sponsored Ad’s

AMPLIFICATION STRATEGY #2

Encourage influencers to post and repost content shared from Boston Coffeehouse’s social media channels

Willing to build a working relationship with the company and expand the audience reach

Appears to be authentic and genuine, supportive of the brand they begin to genuinely love over a long period of time

Influencers

SOCIAL MEDIA CALENDAR WEEK 1 & 2

SOCIAL MEDIA CALENDAR WEEK 3 & 4

BUDGET AND AD COPY

$20.00 for the whole month of September

BUDGET AND AD COPY