Sweetberries Eatery & Frozen Custard

February 19, 2017 ||By Olivia Ooten

Table of Contents1. Executive Summary2. Social Media Audit1. Social Media Assessment2. Website Traffic Sources Assessment 3. Audience Demographic Assessment4. Competitor Analysis3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10.Measurement and Reporting Results

Executive Summary Our major social media priorities for 2016 will be to increase our online following and community for Twitter, Facebook. The primary focus will be to engage with our consumers more, which will drive more traffic to our website. Two major social strategies will support this objective:

A plan to increase the content and interaction every week. A plan to encourage conversations about possible menu items, as well as menu items that people like the most.

Social Media Audit This is an audit of Sweetberries Eatery & Frozen Custard’s social media content. This includes as assessment of the social media networks it is involved in, web traffic and a competitor analysis. Social Media Assessment

Social Network URL Average Weekly Activity Average Engagement Rate Last PostFacebook https://www.facebook.com/SweetBerriesGainesville/ 1 .5 % Feb. 17Twitter https://twitter.com/SweetBerriesGv 1 2 % Feb. 17Instagram https://www.instagram.com/sweetberriesgv/ 1 .025% 2014

Social Media Assessment Continued As of present time, the highest number of interactions is on Twitter. There have been no interactions on Instagram since 2014, so they could consider deleting the Instagram if they will not continue updating the page.

Website Traffic Sources AssessmentTimeframe: Monthly Average from January 2016- January 2017

Traffic summary: Twitter has the biggest drive of traffic to the website. No direct data is available for Instagram because there have not been posts to the page recently.

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1,000 unique visits 15% 3%

Facebook 500 unique visits 5% 1.5%

Instagram No data No Data No data

Audience Demographic AssessmentThis is based on a survey that was distributed from January 2016- January 2017.

Audience Demographic Summary: A majority of the survey responses were 18-30, which makes sense due to the proximity to UF. Twitter and Instagram are the primary networks. The primary need would be to enjoy a meal and dessert at the eatery. The secondary would be to come solely for dessert.

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

70% 18-30 65% Female 50 % Twitter 60 % Facebook Enjoying a relaxing meal and a dessert afterward.

Coming to enjoy dessert at night.

15% 31-40 35% Male 30 % Instagram 15% Twitter

10% 41-55 20% Facebook 25% Instagram

5% 56-80

Competitor AnalysisCompetitor Name Social Media Profile Strengths Weaknesses

D'Lites Emporium Gainesville

FB: https://www.facebook.com/gatordlites/

They have a lot of customer photos. They had good customer interactions.

Infrequent posting

Karma Cream https://www.facebook.com/pg/karmacream/posts/?ref=page_internal

They hashtag #organic and #vegan a lot in posts, which draws in a good crowd.

#Vegan

Sweet Dreams https://www.facebook.com/pg/Sweet-Dreams-of-Gainesville-FL-27190023663/posts/?ref=page_internal

They have good customer interaction.

They post sparatically.

Competitor Analysis Summary: The above analysis focused on main competitors of Sweetberries. It concluded that infrequent posting and sporadic posting is a downfall of the competitors. However, many customer pictures were used, and the pages had good interaction and hashtags.

Social Media ObjectivesIn 2016, the primary focus of our social media strategy will be to drive traffic to our website by engaging with out consumers. Some specific objectives will be to: Increase visitors by 30% in the first six months

Increased brand awareness by using hashtags on Twitter and Facebook Increase volume of image and video content posted

Post videos of events as well as how ice cream is made Post at least one image per week

Increase Instagram follows by 1,000 in six months Posting to Instagram twice per week Utilizing hashtags on all social media platforms

Online Branding Persona and Voice Adjectives that describe our brand:

Fresh Tasty Fun

When interacting with customers, we are: Friendly Helpful Happy

Photo to the left:Pastries that were recently prepared supports the fresh, tasty description.Photo to the left: A feature stating that a local farmer’s fresh cabbage will be featured in Sweetberries Reuben sandwich. This displays the freshness of the eatery.

Strategies and Tools Paid: Every Monday boost the post that shows the menu for the week Owned: Introduce the #homemade to company Instagram posts about the custard

Introduce the #Gainesvillefresh #local to company posts about the regular café items Promote the hashtags across media platforms

Earned: Monitor Twitter for keywords such as local, custard, homemade, Gainesville ice cream, etc. Extend 20 discount codes to warm leads over the course of three months.

Approved tools: Hootsuite Existing subscriptions: Photoshop, Premier Pro, Vimeo

Timing and Key Dates Associated Holiday Dates

August 8th - National Frozen Custard Day January 15th – National Strawberry Ice Cream Day

Holiday Dates Valentine’s Day Labor Day (Long Weekend)

Internal Events February 3rd - Sweetberries Anniversary February 24th - DJ Ken Folk on the Sweetberries Patio

Social Media Roles and ResponsibilitiesMarketing Director – Abbie LaneSocial Media Manager – Alex TurnerSocial Media Coordinator – John GriffinSupporting Social Media Team Members Customer Support – Jenny Randall Crisis Support – Chelsea Benson

Social Media Policy Social media is crucial for our success as a business, and it is imperative that are employees demonstrate good practices when they represent our business on social media. Here are a few guidelines to follow for good social media etiquette.

Be respectful in all interactions Do not be facetious or start fights via social media Ask before you respond if you do not know if your response is appropriate Be kind and helpful when answering to customers Always be polite and happy

We take out social media very seriously at Sweetberries. Violation of the terms of etiquette will result in a verbal warning, a written warning then termination.

Critical Response Plan Part OneInappropriate message sent from a Sweetberries account Take a screenshot of the message Delete inappropriate content Alert Alex (Social Media Manager) If Alex is unavailable, Alert Abbie (marketing director) Alex will speak with Kim about the impact, as well as to discuss further actionThere will be no pre-approved messaging in this scenario because the scenarios should be handled differently depending on the nature of their content

Critical Response Plan Part Two Customer complaint about food

Screen shot message Send to Alex (social media manager) Pre-approved messaging – In the event that a customer is unhappy with their food or service, acceptable responses are:

Sweetberries aims to make all of our customers happy, and we’d like to hear from you if you aren’t happy about the food or service. Please DM us, so we can discuss how to make the problem right.

Measurement and Reporting ResultsQuantitative KPIs Reporting period: 3 monthsWebsite Traffic Sources Assessment

SOURCE VOLUME PERCENTAGE OF OVERALL TRAFFIC

CONVERSION RATE

Twitter 1,100 unique visits + 20% growth 15% 2.2%Facebook 700 unique visits + 30 % growth 20% 3.1%Instagram 500 unique visits + 50% growth 10% 5%

Measurement and Reporting ResultsSocial Network Data

Social Network

URL Follower Count

Average Weekly Rate

Engagement Rate

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

985 9% growth 4 posts per week +25% growth

6%

Twitter https://twitter.com/SweetBerriesGv

115 8% growth 8 per week +20% growth

8%

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

200 12% growth

2 per week+100% growth

Average interactions per post: 15

Proposed Action Items Continue using the #Gainesvillefresh on social media Start a campaign to see who can post the prettiest pictures of their food

The winner gets a Sweetberries gift card