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EXECUTIVE SUMMARY
Delizioso Deli and Cafe is a new location located on Douglas pike about half a mile away from Bryant. This combination deli and cafe was opened just this past August by the owners of Delizioso Deli in Cranston, RI. In the past, their Cranston location had no trouble drawing in business do to their prime location in a busy area. When they opened this new location in a more secluded area, they found that the one sided mediums they once used such as newspaper articles and printed signs were no longer effective. In the Digital Age it is important that businesses build relationships with their current customer base and prospective customers.
SOCIAL MEDIA AUDIT
Before we stepped in did not have any digital presence besides their in-house website as well as, an unofficial Facebook page. Our first goal was to build new accounts and put the business on the digital map. Google was the first outlet used in assessing their SEO. When “Delizioso Deli & Café” was searched for on Google, there was no search results returned. With some extensive searching on Facebook, we found an unofficial page for the business. The social media profiles that did exist such as the unofficial page, did not align with the company’s business goals. Having an unofficial site made checking into the location unavailable to customers. The social media profiles that would be built would include Facebook, Twitter, and Instagram.
SWOT
Strengths• Website • Instagram profile
with high quality photographs
Weaknesses • Low overall
awareness• No official
Facebook page • No prescence on
Yelp • Location doesn't
exsist on Google maps
Opportunites • Engage with
customers through Facebook, Twitter, and Yelp
• Optimize all social media outlets
Threats • Other small local
businesses • Local chain coffee
shops • Established catering
companies
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DEMOGRAPHIC ASSESSMENT
Using a new application of Facebook called Local Insights, we were able to get a better understanding of what the demographics are in Smithfield, RI. Because our scope is local it was important that we understand what we are working with when it comes to the demographics of our customer base. As you can see from this bar chart, there are more adults in the area in comparison to 18-24 year olds.
COMPETITIVE ASSESSMENT
The major competitors of Delizioso were Tony’s Pizza Palace, Ronzio’s Pizza- Bryant University and Karen’s Kitchen. These were the major competitors because they have the greatest online presence and customer engagement in comparison to other similar businesses in the Smithfield, RI area. As shown on the image below, Delizioso had a higher engagement in comparison despite the low amount of page likes. Secondary competitors included but were not limited to, Starbucks of Smithfield and Golden Pizza.
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SOCIAOL MEDIA OBJECTIVES
GOALS
Awareness was Delizioso’s greatest weakness. They were having difficulty getting prospective customers to walk through the door. When targeting college students and business professionals, building relationships with prospective customers on social media platforms is a must.
OBJECTIVES
In order to get potential customers to walk through the door they needed to update their marketing tactics by creating an online presence in order to reach this more specific target audience, that’s where we came in. Building Facebook engagement with customers and prospective customers was measured by the amount of likes and the customer engagement shown to us through Facebook Insights. The objective was to gain three new page likes per week as well as engage with at least 30 prospects per week through our posts.
ONLINE BRAND PERSONA & VOICE
When developing our online brand persona and voice we had to be sure that it would reach both demographics of target customers we would be trying to appeal to. First and foremost it needed to be welcoming and inviting towards a demographic of college students. Making sure Bryant students knew that Delizioso was now the closest food option off campus and provides a quiet area with free Wi-Fi where you can enjoy a nice meal or a coffee. In order to appeal to college students our online persona had to emphasize our good deals, as well as the convenience of the location. For our older demographic of target customers we had to be sure to emphasize the quality of Delizioso products. This group, being easier to appeal to, made the persona of quality food at a great price the perfect motto.
STRATEGIES & TOOLS
PLATFORMS MANAGED
The platforms managed were Facebook, Yelp, and Twitter. The Facebook page became verified on November 12th, 2015. There was an unofficial site that had customer reviews. The unofficial page was merged with the official page when we notified Facebook that we were the owners.
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All reviews and likes were carried over to the verified Facebook page. The Twitter page was created on December 4th, 2015. There was no existing account on Twitter. The Yelp page for business owners was also created shortly after the Facebook Page was verified. The Yelp page took some time to become legitimate, fortunately shortly after it was created a customer left a 5 star rating.
SOCIAL MEDIA OPTIMIZATION
Starting from scratch meant that all bios and descriptions needed to be catered toward the audience. The first thing a prospective or current customer sees when the go on to a business page on Facebook is the businesses profile photo, cover photo and business description. For the profile photo we created a clean profile photo featuring their logo. We chose their logo to help brand the Facebook page. The cover photo was more difficult to create than the profile photo because of formatting issues. The cover photo mimics the background featured on their personal website. The photo is free from copyright licensing and fit with the brands image. For our Facebook bio we wanted to target customers who were interested in the quality products we carried so, we included their brand names in the bio. The subcategories tagged were an important trait as well when it comes to customers searching for places to eat. Delizioso carries coffee, pizza, and deli meats. We chose Coffee Shop, Pizza Place and Deli as our subcategories. The subcategories are a great tool to let the customers know exactly what kind of cuisine is offered without having to scroll down the page as you can see, in the image below, they appear below the tittle.
Subcategories
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For Cuisine we included Breakfast, Delis, Italian, Pizza and Sandwiches. Here is the Facebook short and long description:
To optimize the Facebook page we also utilized Facebook’s Call-to-Action button. We did this because our primary goal was bringing people into the restaurant followed by increasing their overall online presence.
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Before starting the project there was no active Twitter account thus, we needed to create a new Twitter account from scratch. Much like Facebook, we needed to write a twitter bio and create a profile that would be consistent to the other social profiles. The colors used on the twitter page reflected the brands colors chosen by the business owners. The profile photo was the same logo used on the Facebook page to keep everything consistent and make it easy for customers to identify the Delizioso brand. Keywords that Delizioso identifies itself with include baked goods, coffee, pizza, calzones, sandwiches and lastly prepared foods. Delizioso Deli & Café wants to target locals so, setting the location of the Twitter page as Smithfield, RI would be useful in geographic searches. A link to Delizioso’s website is also included in the Twitter bio to promote traffic to their website.
TWITTER PAGE LAYOUT:
Illy USA even liked one of our recent tweets on Twitter. This is great considering our twitter page has only existed for a week and having one of the brands we carry like a post helps us build our brands presence.
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SOFTWARE SUBSCRIPTIONS
Social Bro was used to draw Twitter statistics. The packaged used was to collect Twitter analytics at a more in depth level than what was provided from Hootsuite reports. Hootsuite was used to post content from websites including articles, recipes, images and even links to another social profile managed by the team. Ow.ly links from Hootsuite were used to shorten any content links and to track where customers were referred to a page of choice. Below are some examples of content we shared using Ow.ly links on Twitter. As you can see, we had a fair amount of engagement considering our amount of followers. The directions Ow.ly link was clicked more than any other shortened link used.
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CONTENT CALENDAR
November
Mon Tue Wed Thu Fri Saturday/Sunday Coffee fact, illy issimo shout out or mention
10% off Tuesdays, promote like campaign for Facebook and Twitter.
Wellness Wednesday, healthy tip or recipe/ healthy menu item.
Take-out Thursdays, advertise featured prepared dish of the week for special price.
Fuel up Fridays, $1.50 Red Bull with purchase of any sub or Panini
Weekend party pizza & calzone deal, any large party pizza & large calzone for $29.99 (#NFLSundays #SundayFootball applied to Sunday posts)
December
Mon Tue Wed Thu Fri Saturday/Sunday Lunch Special: Sub and 20 oz. Coke product (1st week-Small Italian with 20 oz. coke for $6.79)
2 dollar Tuesdays, Slices of Pizza for just $2 each!
Wellness Wednesday, healthy tip or recipe/ healthy menu item.
Take-out Thursdays, advertise featured prepared dish of the week for special price.
Fuel up Fridays, $1.50 Red Bull with purchase of any sub or Panini
Pizza Party weekend special, Any Large 2 topping pizza plus any 2 liter Coke product with Free delivery for just $10.99! (#NFLSundays #SundayFootball applied to Sunday posts)
November
November
Tue 11 26 11 26
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POSTING SCHEDULE & STRATEGY
For the month of November, each post was focused on a certain topic in relation to the day of the week. Monday would be focused on coffee products or motivation. This topic was chosen because on Monday the topics that were trending on Facebook and Twitter involved coffee or motivational quotes to help get through that “manic Monday”. Tuesdays were designated towards promotions to our own page and to other sites managed such as Twitter. Wellness Wednesday would involve posts such as healthy recipes using Boar’s Head, a product carried in-house. Thursdays were limited to posts promoting takeout specials. The special that was promoted the most in November was Chicken Parmigianino and Penne Pasta for only $7.25. The Takeout Thursday post would often feature an image of the menu item. Posts for Takeout Thursday without a photo were also posted to see if there was a change in engagement based on whether there was included.
EVENTS/PROMOTIONS/KEY DATES
LIKE CAMPAIGN
When we first started the project we ran a like campaign to try and build more awareness of the page in a short amount of time.
Delizioso Deli & Café wanted to really target the Bryant University audience so, we decided to run a promotion during the week of finals that was limited to only Bryant Students with valid
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student IDs. We created a social media raffle using Raffle Copter. This is a great application that creates a giveaway for an official page. Using the link we provided, participants can easily follow our social media sites to earn entries in the raffles. Facebook allows you to target certain demographics based on the content. For this giveaway we only wanted to focus on participants between the ages of 18 and 24 years. So far, this post has had more engagement than any post to date. This giveaway will be ran from December, 14th- December 18th, 2015. The images feature the content and raffle created for the event.
FACEBOOK POST:
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TIMING BY PLATFORM
SOCIAL BROS:
For our Twitter account we used Social Bros to gain insight on when our followers were online. The Application produces a visual in the report that shows the best times to post content on Twitter. We found that Saturday Night and Friday morning were the best times to post content on Twitter to potentially engage with the maximum amount of followers.
FACEBOOK INSIGHTS:
Facebook Insights was used to find the best times to engage with our followers. We found that the best time of day, on average, was either in the morning or around 8:00 PM at night.
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CONTENT MANAGEMENT
FACEBOOK:
Influencers: On Facebook we made sure to follow a few key influencers in the area. These included verified company pages such as Navigant, Fidelity, and Amica as well as smaller businesses such as, Dr. Daycare Learning Center, which is attached to the building the deli is in and the page of the interior designer who created the inside of the Delizioso Deli & Café, Michelle Lee Designs. On top of these key influencers, we made sure to follow the two major brands carried by Delizioso, illy issimo coffee and Boars Head Deli Meats so we could be sure anyone searching for these brands in the area, would know just where to go to get what they were looking for.
CURATION OF CONTENT
FACEBOOK:
When creating content for Facebook we used images, recipes and promotional offers. These different types of content targeted different groups of potential customers and were varied by the day of the week referring to our content calendar.
Before content was created for a Twitter post we researched what topics the community was talking about. The target audience on Twitter is Group B, Bryant University students. Social Bro generates a detailed report of all the major topics being discussed in a community. These topics are keyword searches not hashtag searches. We then looked into the topics to see if we had any relevant content to post. We used the word “free” because the people in our community respond the word free.
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The social media team also monitored trending hashtags using Social Bro. This information was used when writing content for Group B. The use of hashtags helped promote engagement from Delizioso’s followers.
ENGAGEMENT STRATEGY
Since Our Facebook page had to be created from scratch, our engagement plan had to be semi experimental in nature. We put out a variety of different media through posts, ranging from recipes using our products, different deals based on the day of the week, and celebrations of different holidays and events. From here we had to analyze the feedback data we received
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from each of these posts and adapt our strategy accordingly. As you can see in the figure above, posts including photos received the largest rate of average engagement as well as average reach.
ADVERTISING STRATEGY
TARGET AUDIENCE
Social media is no longer limited to the use of the younger generation. The generation x and Baby Boomers are looking for information on social platforms as well. Customers are searching restaurants before they make a decision and asking their friends for advice. In order to reach the overall goal of building awareness we split our target market into two segments. Group A, consisting of business professionals from Fidelity, Amica and Navigant. Group A was primary adults between the ages of 25 and 54 years who primary use Facebook as their social media outlet of choice. The other segment Group B: consisted of students at Bryant University between the ages of 18 and 24 years who generally prefer to engage through Twitter and Instagram over Facebook. This group is also 52% more likely to choose a restaurant or coffee shop if free Wi-Fi is offered. The scope of the market was to remain local so, the ideal audience would reside in either the town of Smithfield or Lincoln in Rhode Island.
SAMPLE POST FOR EACH
On the following page there are example posts created using a different voice through text and imagery. Each post is designed toward the targeted audiences; either Group A or Group B.
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FACEBOOK AND TWITTER ADVERTISING SUGGESTIONS
Through the use of Facebook advertising, the business could be promoted locally for over the course of a week. This type of advertising would be useful during a like campaign. Using this feature you could create two different advertisements one for each group. This would help to determine which message is most effective based on the targeted audience. Five dollars a day would be enough for a small business of this size and would return up to 11 new likes per day. Boosting popular content or a giveaway would also be an ideal time to utilize Facebook advertising.
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ANALYTICS
BEFORE
Unfortunately, having a fresh Facebook and Twitter means there was no analytics or measures available from any previous page.
DURING
During the course of the semester we saw Facebook page likes increase dramatically. The numbers exceeded our original objectives set for our Facebook page. Likewise, the weekly total reach of the Facebook page exceeded our previously set objective of reaching 30 customers per week. Reaching over 53 per week was a favorable outcome.
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AFTER
After managing the Facebook page for a month, we found the amount of likes to go up at a steady pace. We also saw the weekly total reach skyrocket and the amount of page engagement to increase tremendously. Overall, the goal of spreading awareness and building relationships with customers was met.
CUMMULATIVE ANALYSIS:
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DECEMBER ANALYSIS:
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The Twitter page has little to work off of when if come to analytics because of the short amount of time the profile has existed. However, in the short time of just one week we have seen an increase in engagement and the amount of followers. Using Social Bro we created a report predicting the growth in the amount of followers within the next few weeks.
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RECOMMENDATONS
Gaining access to Instagram would be beneficial to the business’s social media presence. Through the use of Hootsuite, we can reply to customers, identify discussions involving the brand and share successful posts to other platforms. Through the use of streams we can engage with customers who are posting pictures by liking and commenting on their photos. Foodies tend to prefer Instagram over other social media platforms. This is a great place to build relationships with influential foodies in the area. Getting local foodies to post about Delizioso would provide powerful results and create Delizioso Deli & Café brand ambassadors.
SOCIAL MEDIA POLICY
ROLES AND RESPONSIBILITIES
The content images will be created by Brittany, the Canva account owner. The text for posts will be created by James and Brittany. The text content will then be approved by either Joe or Neil through the shared Google Document. James is responsible for all customer relations on Facebook. If James fails to respond to a customer’s response, then it will be Brittany’s responsibility to handle the customer.
POLICY
The post topics, images, and links must reflect Delizioso’s brand voice. The messages should related to family, sustainability or college promotions and quality food at a good price. Delizioso wants to be seen as a family business with top-notch customer service. Being customer service centered is of high importance for the business. Any responses from the customers whether they are positive or negative should be handled accordingly and all responses from customers will answered in a timely manner.
CRITICAL RESPONSE PLAN
When a response on behalf of the company is needed James will be the one to take control of the situation and handle customer service as well as corrections to any incorrect or offensive content posted on behalf of Delizioso. If the situation cannot be resolved quickly and the customer is still unhappy we will move to consult the owners of Delizioso about giving the customer a discount our voucher in order to solve the issue.
INAPPROPRIATE POST FROM COMPANY
Any posts made on behalf of the company that do not exemplify our designated online brand persona and voice and or are offensive or derogatory in any way will be removed immediately. Following the removal of the offensive post a statement of apology will be made on behalf of
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the company across all online platforms to inform and apologize to all followers and customers for what was said.
FAILURE OF SERVICE/PRODUCTS MENTIONED BY CONSUMER
If we have any negative or unhappy customer responses, it is imperative that an answer be given in a timely fashion. If need be the conversation should be taken into a private message setting to be handled offline. If further assistance is needed the owners, Neil and Joe will be contacted for further help with resolving the issue at hand.
