Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
Social Media Strategy
Our mission is to increase brand awareness, enhance the brand experience, and
amplify the share of voice of Philz Coffee in the Bay Area
Goals & Objectives
to increase the volume of share of voice 25% by the end of the �scal year
To increase brand awareness by 65% by the end of the quarter.
To unify the Philz Co�ee brand presence by the end of the quarter
Strategies
Utilize employees to amplify brand experience
Utilize community engagement platforms to increase brand awareness
Apply the Hub-and-Spoke organizational model to the Philz Co�ee brand
Engage with in�uencers and advocates to promote the brand
Tactics
employees will participate in social media by adding music to the Philz Co�ee Spotify playlist
Utilze platforms such as Fancorps and Instagram to encourage community involvement and amiplify the brand experience
Designate a social media team under a social media policy
Find and engage with online in�uencers and the communites they operate in by using social listening software
Create social media policies to address employee behavior when
engaging online
Train employees on how to blog, use Twitter, and be conversational when interacting in the community
Practice basic community management to monitor content
and facilitate conversations
Yes
Venting CustomerUses social media platforms to complain.
A response might not be necessary. In many cases they are seeking attention
from their network.
Passive CustomerIn need of customer support, but isn't
actively seeking a responseUses #fail hashtag
• Contact customer directly to fix problem.
Social Media Response Process
EvaluateEvaluate
No
Customer AdvocateTalks about a product
even if he or she is ignored.• Recognize advocates • Invite to private communities •Ask for specific feedback.
Future CustomerNew or current customers
seeking advice from social networks.• Engage customer directly by letting them know of new products/promosRespondRespond
Collaborative CustomerUses social media to make suggestions using @mention.• Add to list for future product
launches and promotions.
AssessAssess
DO YOU R ESPOND ?
Used-to-Be CustomerUses social media to express angry
review of company or product.• Proactively reach out and offer
complimentary promotion.
IS THE S OC IAL M EDIA POST POS ITIVE OR
B ALANCE D?
&C USTO MER
TYPE
{{
Sample ContentIt's hump Wednesday. What Philz blend gets you through the day? #philzaday
Get an iced mint mijito while it's still hot out at your favorite Philz location. INSTAGRAM LINK
In case you missed open mic last night, watch our exclusive video of all of the performances!
Share of Voice on News, Blogs, Forums, and Twitter
BarefootBlue BottlePhilz
45%
18%
37%
Summary
M e e t t h e T e a m@
jpra
strullo
@jm
altu
ra
@cyberm
egan
@squin
te6
@ja
ym
ebia
ncasy
@w
ayto
che
@hannbears
Social Media Strategy
Social Media Strategy