lees sandwiches

16
MCOM139 Social Media Strategies Spring 2014 Supervised by: Prof. Michael Brito

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This was the final project for the (Social Media Strategies) class at San Jose State University, supervised by Prof. Michael Brito. Spring 2014

TRANSCRIPT

Page 1: Lees sandwiches

MCOM139Social Media Strategies

Spring 2014Supervised by: Prof. Michael Brito

Page 2: Lees sandwiches

Danielle Escobar

Kadee Vigil

TalalAlenezi

Lee’s SandwichesOur Heroes

Danielle Is a fourth year advertising student on the creative track with a minor in Radio, Television, and Film. She is looking forward to graduating the fall, and expanding into her professional career.

- Mentor-- Designer--Content Manager- -Researcher- - Director-

ElliotAlagueuzia

n

Elizabeth Truong

Jonelle Encamacio

n

Jeffry Gonzalez

Team

-Journalist--Photographer-

Jeff is a magazine journalism major from the Bay Area. He writes for Content Magazine and is the Opinion editor of the Spartan Daily.

Liz: started school as a bet to her son that

she had when she was 15 yrs old. After

she had him she concentrated on

working and raising him. Until one day he told her that he was stupid. And pointed out that she didn’t

go to school, she was fine so… she made a

bet to return to school and whatever degree she received he would have to get

the equivalent.

Talal is a graduate student from

Kuwait who has a background in

journalism. He is really passionate about technology and that was the reason he came here to study at

the Silicon Valley. His dream is transfer the

business culture her in the Silicon

Valley to his Hometown

Elliot is a fifth year senior with a major

in broadcast journalism and a minor in French.

With skills in editing, writing and

television production his

dream is to comment soccer games for NBC

Sportsnet.

Jonelle is a junior that will be

graduating in December 2015 from SJSU with a

degree in Advertising. After graduating, she plans on moving

up to the marketing and

advertising department of her

current job at

WesternDental.

Kadee is a senior that will be

graduating from SJSU in December majoring in PR and minoring in RTVF.

When Kadee is not doing schoolwork, she is putting her

new skills to work at her Community

Relations internship with NBC. Her goal for after graduation is to being working as a PR professional

in the entertainment or lifestyle industry.

Page 3: Lees sandwiches

Our Story1983• Food truck parked

outside of 6th and Santa Clara to cater to SJSU students.

• First restaurant opens shortly after in same location.

• Lee’s Sandwiches remains a Vietnamese niche for almost 20 years.

2001• Minh dies tragically in

motorcycle accident 2 months before graduating SJSU.

• Lee family unites and brings his idea to life

• Menu is Americanized and changed and popularity soars.

• Lee’s expands from a mom-and-pop shop into a mom-and-pop franchise.

Page 4: Lees sandwiches

Why Lee’s Sandwiches

• Local business that directly affects SJSU and downtown community.

• Growing corporation creates a wider audience.

• To reach audience Social Media must eventually be employed.

• We continue to project the vision of an SJSU alumnus.

Page 5: Lees sandwiches

twitter

“I only like Lees Sandwiches”

Face

book

“Now that’s useful info I can

use”

Some Feedback on our Social Media

Inst

agra

m

“I am so sleepy at class, craving this coffee”

Page 6: Lees sandwiches

O u r S o c i a l M e d i a C h a n n e l s

Facebook Twi t te r Ins tagram

232

YouTube

61 19 420

Page 7: Lees sandwiches

Actions Speak Louder Than Words

1,769

Engagement

232

Likes

10,420

Total Reach

Page 8: Lees sandwiches

Our Facebook Insight

50%50%

Engagement53% 47%

18 -24

25 -34

35 -44

35 -44

Age

21%

21%

50%

5%

29%

12%

50%

5%

Page 9: Lees sandwiches

The success of different post types based on average reach and engagement.

Page 10: Lees sandwiches
Page 11: Lees sandwiches

61 7

FavoritesFollowers Tweets

9

Retweets

50

Actions Speak Louder Than Words

18%14%

Page 12: Lees sandwiches

19 69

Love Rate

1

Engagement

Followers10.5%

Actions Speak Louder Than Words

Page 13: Lees sandwiches

Wednesday was random content.

Thursday was a drink for the week.

Friday was a sandwich for the week.

Tuesday we posted videos

Monday would be a preview for our video of the

week.

Increase SalesExpand our Demographics

C o n t e n t p i l l a rFi v e d a y s a a w e e k f o r 1 3

w e e k s

Page 14: Lees sandwiches

Upto Statigram Perch

Implemented Tech

We used Statigram, a free Instgram analytics tool to

measure our reach and figure what our customers enjoyed,

which helped us create the most

visually appealing content

Perch is designed for small or local

business like Lee’s Sandwiches to

track competitors and their

customers in the neighborhood, it keep us updated on what they are

posting and in what social media

channels

We used Upto to monitor

upcoming holidays, sport

and music events in the

area which gave us the

opportunity to generate new content based

on peoples’ interests

Page 15: Lees sandwiches

Actions Speak Louder Than Words

“ C o m p a r i s o n s w i t h o t h e r re s t a u r a n t s i n t h e N e i g h b o rh o o d ”

2253 The Alameda, Santa Clara

350 Bird Ave, San Jose

San Jose

38.606Facebook

9.060Twitter

127 245

23average view ate

No Twitter

VS.

Since February 2014

230Facebook

61TwitterTwitterFacebook

Page 16: Lees sandwiches

Future Planning

• Use more services to gain social media analytics.

• Start an advocacy program which will help spread the word and prevent communication crises.

• Contribute to the society through Corporate Social Responsibility Program (CSR).

• Implement themes for future campaigns such as promoting healthy eating.