Chick fil-a social media plan

Chick-Fil-AKylie Johnson, Feb. 16, 2017

Table of Contents

• Cover Page• Table of Contents• Executive Summary• Social Media Audit• Social Media Objectives• Online Brand Persona and

Voice

• Strategies and Tools• Timing and Key Dates• Social Media Roles and

Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting

Results

Executive Summary• Our major social media priorities for 2017 will be growing our

online presence.• The primary focus will be to drive more traffic to our website

through our social media outlets by sharing original content posts more consistently.

• Two major social strategies will support this objective:• 1. Increase the volume of original content we publish on our social profiles,

especially Twitter.• 2. A plan to increase the consistency of content we publish.

Social Media Audit

• The following is an audit of Chick-Fil-A Inc. social media presence to date. It includes an assessment of social networks, web traffic, audience demographics, and a competitor analysis.

Social Media Assessment

Social Network

URL Follower Count

Avg Weekly Activity

Avg Engagement Rate

Facebook

Facebook.com/ChickfilA

7,654,349

3 posts per week

11%

Twitter Twitter.com/Chickfila

795.1K 100 per day (mostly replies)

6%

Instagram

Instagram.com/chickfila

635K 3 posts per week

4%

• Data as of February 16, 2017• Social Media Assessment: At

present time, the highest number of interactions per post occurs on Facebook,

followed by Twitter.

Website Traffic Sources Assessment

• Timeframe: Monthly average, August 2016 to January 2017

• Traffic Summary: Currently, Facebook is the biggest driver of traffic to our website. The conversion rate (conversion goal = orders made online)

Source Volume % of Overall Traffic

Conversion Rate

Facebook 3000 unique visits

20% 2%

Twitter 1000 unique visits

5% 3%

Instagram

NO DATA NO DATA NO DATA

Audience Demographics Assessment

• Survey distributed in January via email and upon visitor registration. Total applicant responses: 1500

• An overwhelming majority of survey respondents are in the 18-30 age group. Facebook and Instagram are their core social networks. Healthy, fast good are primary motivators for eating at Chick-Fil-A. Energies should be dedicated to further develop Facebook content and engagement.

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

70% 18-3020% 31-405% 41-555% 56-80

60% Female40% Male

60% Facebook30% Instagram10% Twitter

50% Facebook 35% Instagram15% Twitter

Fast food Customer Service

Competitor AssessmentCompetitor Name

Social Media Profile

Strengths Weaknesses

KFC FB: KFC Frequent, well branded posts. Replies to comments often.

Low engagement. Most posts are ads.

Popeyes Instagram: popeyeslouisianakitchen

Uses photos to showcase how “finger-lickin’ good” their food is.

Inconsistent posting. Not a lot of interaction.

Sonic TW: sonicdrivein Good mix of original content and replies.

Needs to build up their following.

Social Media Objectives• In 2017, the primary focus of our social media strategy will be to drive more

traffic to our website through our social media outlets. In order to do so, our social media priorities will be growing our online following by consistently posting more original content.

• Some specific objectives include: • 1. Increase unique visitors from social properties to website by 30% in 6 months.

• Increased brand awareness through increased interactions on Facebook. • Increased use of brand hashtags across all social platforms

• 2. Increase Instagram followers by 200K in 6 months.• 3. Increase volume of original content published on Twitter by 40% in 6 months.

Social Media Objectives

Demographic Representation

KPIs and Key MessagesKPIs1. Number of unique visitors from

Facebook, Twitter and Instagram

2. Number of interactions on Facebook

3. Number of Instagram followers4. Sentiment Analysis

Key Messages• Fast and family friendly• Hospitality

Online Brand Persona and Voice

Adjectives that describe our brand:• Positive• Family-friendly

When interacting with customers we are:• Cheerful• Friendly• Personable

Strategies and Tools

Strategies• Paid:

• Boost one popular Facebook post every week• Purchase Instagram sponsored ads

• Owned:• Follow a social media content calendar• Introduce #EatMoreChicken to company Twitter posts.

Encourage adoption by customers and source a minimum of 3 pieces of user-generated content to RT per week

• Earned: • Optimize SEO by monitoring Twitter for keywords and

terms: chicken, cow, cows, fastfood, sandwich, biscuit

Tools• Approved Tools:

• Buffer• Hootsuite

• Rejected Tools: • N/A

• Existing Subscriptions/Licenses:• N/A

Timing and Key DatesHoliday Dates:• New Year’s• Valentine’s Day• Easter• St. Patrick’s Day• Fourth of July• Halloween• Christmas

Internal Events:• Cow Appreciation DayReporting Events:• Reporting events will

happen at the beginning of every quarter

Social Media Roles and Responsibilities

Marketing Director – Steven A RobinsonSocial Media Manager – Andrew BryanSocial Media Coordinator –Steve ZaroffSupporting Social Media Team Members – Neil Frauenglass and Veronica Bertran

Social Media Policy

• Be helpful to customers• Respond to any comments/messages in a timely manner• Do not post any negativity• If you aren’t sure if you can post something, ask before you

post.• Be polite• Use common sense

Critical Response PlanScenario One: A social profile is hacked from the outside.Action Plan1. When post is detected:

• Delete post and alert Andrew Bryan. Andrew will then change all social media account passwords.

2. Pause and reevaluate all scheduled posts. Prescheduled posts may not set the right tone.

3. Push pre-approved message to social platforms.

Pre-approved message: “We apologize for the mess that has been created. We have unfortunately been hacked. We are working hard to resolve this as soon as possible. Thank you for your patience.”

Critical Response Plan

Scenario Two: inappropriate post from Chick-Fil-A (on any platform)Action Plan1. When post is detected:

• Screenshot post, Delete post, Alert Andrew Bryan (Social Media Manager) If you cannot reach Andrew, alert Steven Robinson (Marketing Director)

2. Executives will sync to assess impact and reach, and discuss further plan of action

3. Executives will develop a follow up post, approved by Steven.

4. Andrew and Steven will then find employee responsible for post and determine further action and discipline, if needed.

Measurement and Reporting Results

Quantitative KPIsReporting Period: 3 months

Data as of May 15th, 2017

• Website Traffic Sources Assessment• Timeframe: Monthly

average, February 2017 to April 2017

Source Volume % of Overall Traffic

Conversion Rate

Facebook 4000 unique visits (+10% growth)

12% 3%

Twitter 1,250 unique visits (+12% growth)

27% 2%

Instagram NO DATA NO DATA NO DATA


Social Network Data. Timeframe: as of April 1st, 2017

• Projected growth for our objectives are all on track. While the average weekly activity stayed the same, the amount of original content increased by 20%.

Social Network

URL Follower Count

Avg Weekly Activity

Engagement Rate

Facebook Facebook.com/chickfila

8,500,000 (+10% growth)

Once a day 13%

Twitter Twitter.com/chickfila

900K (+12% growth)

100 posts per day(no change)

9%

Instagram Instagram.com/chickfila

750K (+12% growth)

6 posts per week

6%


#EatMoreChicken Hashtag Performance• Between February 1st, 2017 and May 1st, 2017 the hashtag

was mentioned on Twitter 345k times. • About 300 posts published with the hashtag yielded

higher than average numbers of reply interactions.


Qualitative KPIsSentiment AnalysisAn analysis of the interactions on 100 Facebook posts, 100 Twitter posts, and 100 Instagram posts revealed the following:• The biggest driver of positive sentiment is related to customer

service. Most including stories and photos of their experience.• The biggest topic of negative sentiment is related to the company’s

beliefs and religion.