Social Media Strategy

Abigail DevonmilleOctober 2, 2016

Table of Contents1. Executive Summary 2. Social Media Audit

1. Social Media Assessment2. Traffic Sources Assessment3. Customer Demographics Assessment4. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities 8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

Executive SummaryOur major social media priority for 2016 will be to expand our online following and drive

traffic to restaurants through aggressive social media campaigns. We hope to

reengage old customers and draw in new ones by revamping our website and social

media content. Promotions, more interaction with customers and exemplary online

etiquette will help us achieve our goals.

Social Media Audit The following slides are an audit of BurgerFi’s social media presence

to date. It includes an assessment of all social networks, web traffic,

audience demographics, and a competitor analysis.

Social Media Assessmentas of September 29, 2016

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Facebook https://www.facebook.com/BurgerFi/

123,851 7 50 likes

Instagram https://www.instagram.com/burgerfi/

18,400 7 350 likes

Twitter https://twitter.com/burgerfi

11,400 26 5 likes, 1 retweet

Social Media Assessment: At present time, the highest number of interactions per post occurs on

Instagram (engagement rate cannot be calculated at present time.)

Website Traffic Sources AssessmentMonthly average, May 2016-Oct. 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 800 unique visits

20% 3.4%

Instagram NO DATA NO DATA NO DATA

Twitter 1500 unique visits

8% 1.3%

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Primary Motivation

50% 18-30

25% 31-40

15% 41-55

10% 56-80

45% female

55% male

45% female

55% male

35% Facebook

50% Instagram

15% Twitter

To eat satisfying gourmet burgers, dogs, fries, custard confections and more at great prices. Natural, hormone free beef and vegetarian options are available.

Competitor AssessmentCompetitor Name

Social Media Profile

Strengths Weaknesses

Five Guys FB: Five Guys Interaction with customers, feature customers in many posts, variety of posts (photos, videos, announcements of new franchise locations)

None; very well done (1.02 million likes on FB)

Smash Burger Twitter: @smashburger

Well branded posts, GIFs are used, hashtags are relevant

Not many posts featuring customers, little interaction or mentions towards customers

Social Media ObjectivesIn 2016, the main goal of BurgerFi’s social media strategy will be to drive more traffic to all of our social media outlets. We intend to accomplish this

by promoting social media in our restaurant franchises, creating more

engaging content for our followers and by boosting posts on Facebook to

reach more of our key demographics.

Social Media Objectives (continued)

Increase unique visitors from social properties to website by 20% in 6 months via

-Increased brand awareness through increased mentions on Twitter-Increased use of brand hashtags across all social platforms

Increase Instagram followers by 1000 in 6 monthsIncrease volume of video and engaging content published on Facebook and Instagram by 30% in 6 months

KPIs and Key MessagesKPIs Key Messages

1. Number of unique visitors from Facebook and Twitter

2. Number of Instagram followers3. Number of weekly photo and video

posts to Facebook and Instagram4. Sentiment analysis (via Facebook

reactions

• Fresh, delicious food in an upscale atmosphere

• BurgerFi: Better Naturally

Online Brand Persona and Voice• Fresh• Unique• All-Natural• Vivacious• Inviting• Quirky• Mouthwatering

Strategies and ToolsPaid

Every Friday morning, boost most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 150, as well as a minimum of 20 likes or 5 comments.

OwnedIntroduce the #BFFryDay hashtag to company Instagram and Twitter posts. Encourage customers to use this hashtag with photos featuring our gourmet fries on Fridays. One customer photo will be selected at random each week and the customer will receive a $15 gift card.

EarnedMonitor Twitter for keywords, mentions and hashtags related to BurgerFi.

ToolsHootsuite, Photoshop, Vimeo

Timing and Key Dates• National Hamburger Day – May 28• National French Fry Day – July 13• 4th of July – Burger deals for the

whole family

Social Media Roles and Responsibilities/Policy

• Marketing Director - Jane Doe• Social Media Manager – John Smith• Social Media Coordinator – Jen Brown

• Social media impacts our daily lives more and more each day. We use it to spread company messages, interact with customers and partners and to share new items, promotions and more. As an employee and representative of BurgerFi you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following standard company guidelines.

Social Media Policy (continued)• Be respectful to all• Use common sense• Stay out of trouble• Be polite at all times• Give solutions• Be helpful and attentive• All who have access to BurgerFi’s social media accounts

must use their best judgement when posting content and responding to customers. It is of paramount importance that we maintain the highest online standards and that our employees’ actions reflect our commitment to quality and conscientiousness.

Critical Response Plan• Scenario 1: Inappropriate comment made by

BurgerFi on Facebook– Action Plan

• When comment is detected– Take screenshot of comment– Delete comment– Alert John Smith (Social Media Manager). If Jane is unavailable, alert

Jane Doe (Marketing Director)• John and Jane will discuss the impact and reach and take

further action• John will develop a follow up message to send directly to

targeted Facebook user• Jane will manage all direct contact with the media if necessary.• John and Jane will get in touch with employee who made the

error and discuss possible disciplinary action.

Critical Response Plan (continued)• Scenario 2 – Bad review posted on Facebook;

poor customer service– Action Plan

• John (Social Media Manager) will evaluate severity of review

• John will sync with Jane (Marketing Director) to create an appropriate response

• John will respond to the reviewer and invite them back to the restaurant with a free meal voucher

• John will contact the franchise owner and discuss employee involved in incident

• John and Jen (Social Media Coordinator) will ensure that the customer is satisfied and that the situation is resolved.

Measurement and Reporting• Website Traffic Sources Assessment–Monthly average, July 2016 to October

2016Source Volume % Overall

TrafficConversion Rate

Facebook 3000 unique visits + 15% growth

10% 1.7%

Twitter 1750 unique visits + 12% growth

22% 2.2%

Instagram 450 new followers

4% .9%

Measurement and Reporting (continued)

• Social Network Data– As of October 1, 2016

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Facebook Facebook.com/burgerfi

150,00010% growth

12 posts per week

6%

Instagram Instagram.com/burgerfi

20,0007% growth

12 posts per week

8%

Twitter Twitter.com/burgerfi

18,0009% growth

24 posts per week

7%

Measurement and Reporting#BFFryDays Hashtag Performance

• Between July 1, 2016 – October 1, 2016 the hashtag was mentioned 1000 times on Twitter and 1500 times on Instagram

• 50 Instagram posts published with the hashtag in this time period

Measurement and ReportingSentiment Analysis

• An analysis of the interactions on 75 Facebook posts, 75 Instagram posts and 75 Tweets revealed the following:

• Increased Positive reactions on Facebook (likes, loves, “wows”, “hahas”)

• Increased retweets• Increased likes and positive

comments on Instagram

Measurement and ReportingProposed Action Items

• Continue #BFFryDay campaign• Consider new hashtags, promotions

and deals for social media followers• Prepare a mission statement and

further social media goals and objectives for 2017