project 1 rtv

AsocialmediamanagementplanforPaneraBreadStephanieZajac

2/17/2017

Execu@veSummaryPaneraBreadisdedicatedtoservingitscustomersin-personandonline.Partofservingourcustomersmeanskeepingupwithsocialmediaandac@velyengagingwithourfollowers.Ourplanfor2017outlinesaspikeinengagementviaPinterestandInstagramandbuildingrelevantcontentthatappealstoourtargetaudience.Twomajorstrategies:1.  MoreengagementonPinterestandInstagraminorderto

growourfollowers.2.  Encouragefeedbackinordertoimprovewhatis

complainedaboutandtomaintainwhatcustomersvalue.

TableofContents1.  SocialMediaAssessment2.  AudienceDemographicsAssessment3.  WebsiteTrafficSourcesAssessment4.  Compe@torAssessment5.  SocialMediaObjec@ves6.  OnlineBrandPersonaandVoice7.  Strategies8.  Tools9.  TimingandKeyDates10.  SocialMediaRolesandResponsibili@es11.  SocialMediaPolicy12.  Cri@calResponsePlan13.  MeasurementandRepor@ngResults14.  FutureAc@ons

SocialMediaAssessmentSocialNetwork URL FollowerCount AvgWeekly

Ac:vityAvgEngagementRate

Facebook Link 2,928,291 4posts/wk .05%

Instagram Link 284,000 4posts/wk 1.8%

LinkedIn Link 55,354 1update/yr .20%

Pinterest Link 46,669 3posts/wk 1.7%

Twi^er Link 439,000 4posts/wk .02%

Assessmentsummary:Atpresent@me,[email protected]^letonointerac@onsoccuronTwi^er,butgiventhevolumeoffollowers,aminimalamountofinterac@onsisinsignificant.ThecompanyLinkedInhasanaverageamountofinterac@onsperpost;however,theplaaormisrarelyusedanddoesnotreachourtargetaudience.

AudienceDemographicsAssessment

Agedistribu:on

Genderdistribu:on

Primarysocialnetwork

Secondarysocialnetwork

Primaryneed

Secondaryneed

50%18-30 65%Female 40%Facebook

10%Twi^er Quick,cheapfoodop@ons

Casualatmosphereforsocializing

20%31-40 35%Male 35%Pinterest

5%LinkedIn

15%41-55 25%Instagram

15%56-80

Assessmentsummary:Halfofthesurveyrespondentsfallinthe18-30agegroup,and65%oftherespondentsarefemales.TheirprimarysocialnetworksareFacebook,Pinterest,andInstagram.Cheap,on-the-gofoodisaprimaryneedforthistargetaudience.AdvanceswillbemadeforthePinterestandInstagramplaaorms.

WebsiteTrafficSourcesAssessment

Source Volume %ofOverallTraffic ConversionRate

Twi^er 1,000uniquevisits 5% 2%

Facebook 10,000uniquevisits 20% 1%

Instagram 2,000uniquevisits 5% .6%

LinkedIn 300uniquevisits 2% .3%

Pinterest 550uniquevisits 3% 1.2%

Assessmentsummary:Atthis@me,Facebookisthebiggestdriveroftraffictoourwebsite.InstagramandTwi^eralsobringfollowers;however,weneedtoimprovebothplaaormsinordertodrivemoretraffictothesites.

Compe@torAssessmentCompe:torName SocialMedia

ProfileStrengths Weaknesses

McAlister’sDeli Facebook Catchystatuses,strongpresence,[email protected].

Lowerqualityphotos.

Starbucks Facebook [email protected].

Needsmorephotosandupdatesonmenuchanges.

AuBonPain Facebook Well-wri^enbio,lotsofphotosandvideos.

Lowerqualityfood/notasfresh

Assessmentsummary:Theaboveanalysisfocusesonthreemajorcompe@torsofPaneraBread.Theanalysiscloselyexaminesthesebrands’presenceonFacebook,givenPanera’sstrongpresenceonFacebook.

SocialMediaObjec@vesObjec:ve#1:Increasedbrandawarenessthroughincreasedretweets/sharesonTwiRerandPinterest.

Pinterestpostssuchasthisonearesuccessfulinappealingtoourtargetaudience:young,workingmothers,families,andstudentslivingonabudget.Paneramakesorderscustomizable,sowewillusePinteresttoshowcasethattoourtargetaudience.

SocialMediaObjec@ves(con@nued)Objec:ve#2:IncreaseInstagramfollowersby4,000in6months.

ThisisoneofPanera’sappeals.Therestaurantsarecasualandsuitableforsit-downorto-goop@ons.WewilluseInstagramtoadver@sethis.Wewillincreaseengagementwithtrendyblogsinordertoincreasefollowers.

SocialMediaObjec@ves(con@nued)Objec:ve#3:IncreasethevolumeofvisualcontentpublishedonInstagramandPinterestby25%in2months.

BothInstagramandPinterestarethetopsocialmediaplaDormsforourtargetaudience.Wewillincreasethevolumeofcontentpublishedonbothofthese.

KPIsandKeyMessages

KPIs:•  NumberofInstagramfollowers•  NumberofPinterestfollowers•  NumberofpoststoInstagramandPinterest•  Sen@mentanalysis•  Customerfeedbackanalysis

KeyMessage:

Liveconsciously,eatdeliciously

OnlineBrandPersonaandVoice

Adjec@vesthatdescribeourbrand:•  Trendy•  Customizable•  Comfor@ng

Wheninterac@ngwithcustomersweare:•  Friendly•  Posi@ve•  Helpful

StrategiesPaid:-EveryMonday,create2-3poststhatwillbeboostedthefollowingweekend.ThefollowingSaturday,[email protected]:-Promotehashtagusageacrossallsocialmediaplaaorms,andengagefollowersinthePanerasnapchatforflashdeals.-EncouragefollowerstopostPanera-relatedpicturestotheirsocialmediaplaaormsinexchangeforanentranceintoacontest.Thiswillpromotethebrandandrewardloyalcustomers.Earned:-Reachouttohealth/wellnessbloggerstopromotePanera’[email protected]^erforthesekeywords:Panera,healthyliving,youpicktwo.

UsageofPanerahashtag.

Men@oningotherpeople/accountstoboostviewership

Tools

ApprovedTools-  Hootsuite-  Radian6-  ViralHeat

RejectedTools-uberVU

Exis@ngSubscrip@ons/Licenses-  Vimeo-  Photoshop

HolidayDates-  MardiGras-  St.Patrick’sDay-  LaborDay-  Easterweekend

TimingandKeyDates

InternalEvents:March2ndand3rd:Dona@onsdriveforanimalshelterApril13thand14th:FoodcateringtoSororityRow

Repor@ngDates:Repor@ngwilloccurbi-monthly,beginninginJanuary.Repor@ngdatewillfallonthelastdayofthemonth.

SocialMediaRolesandResponsibili@es

•  ChairmanandCEO:RonShaich

•  Marke@ngDirector:DaciaHenshaw

•  SocialMediaManager:Ma^Warren

SocialMediaPolicyPaneraBreadisdedicatedtoservingitscustomersineverywaypossible.Thiscanbedonewiththehelpofsocialmedia,whichisdesignedtoprovideinforma@ontoourcustomersinaneasy,reachableway.PaneraBreadwillencourageandincen@vizecustomerstoprovidefeedback,sothatthecompanycanconstantlybeimprovingitself.Westrivetomaintainahappyandac@vesocialmediaenvironmentforallcustomers.Thiscanbedonebycomplyingtothefollowingguidelines:•  Communicatewithpunctualityandefficiency.•  Usewordofmouthtogainsocialmediasupport.•  Alwaysbeop@mis@candhelpful.•  Engagewiththeaudience--asklotsofques@onsandpromotefeedback!•  Don’tbedefensive.Thecustomerisalwaysourmainpriority.•  Avoiduseofslangandtrytokeepeverythingprofessional.•  ShowyourloveforPanera!

Cri@calResponsePlanScenario1:InfluxofcomplaintsaboutpoormanagementatseveralPaneraBreadloca@ons–complaintsariseviaTwi^er.1.  AlertMa^Warren(SocialMediaManager)withascreenshotofsomeofthetweets.2.  DaciaHenshaw(Marke@ngDirector)andherteamorganizesageneric,butapologe@c

responsetothetweets.3.  Individualworkersonthemarke@ngteamswilltreatthisasacustomerserviceemergency.

Daciasendsoutgenericresponsetweettoindividualsontheteam.4.  Individualstailortheresponsetweettoeachindividualcustomer’sneeds.Respondquickly.5.  DaciaHenshawand/orMa^WarrentargetandconsultindividualPanerarestaurantsthat

havereceivednega@vefeedbackandschedulemanagementmee@ngs.

Pre-approvedmessagingforgenerictweet:We’resorrytohearyourexperienceatPanerahasbeenunsa@sfactory.Wearecurrentlyconsul@ngthemanagementteamat____branchforfurtherinves@[email protected]@sfactoryexperience.Note:Thismessagemustbetailoredtoeachcustomer’stweet.

Cri@calResponsePlan(con@nued)Scenario2:Foodpoisoningfromavocadosatmul@[email protected].  SendcrewtoalertRon(Owner)andMa^(SocialMediaManager).2.  Ma^todevelopplanwithhisteam.Evaluatehowmanysocialmediamen@onsandhow

[email protected].  [email protected].  Maândteamcomeupwithacomplementarygiqtocompensateforthebadavocados.5.  RonsendsoutapologyvideoviaFacebook,Twiêr,andInstagram,includingafreecoupon

forallcustomers.6.  Marke@ngteamemphasizesapprecia@onforcustomers’loyaltytoPanera.7.  Ma^con@[email protected].  Begininves@ga@onforbeêrplacetobuyavocados.Un@lthen,nomoreavocadosonthe

menu.Pre-approvedmessaging:Noneforthisscenario.

MeasurementandRepor@ngResultsQuan@ta@veKPIs:•  NumberofInstagramfollowers•  NumberofPinterestfollowers•  NumberofpoststoInstagramandPinterest

Qualita@veKPIs:•  Sen@mentanalysis•  Feedbackfromcustomers Source Volume %overall

trafficConversionRate

Instagram 1000uniquevisits+18%growth

15% 2.4%

Pinterest 3000uniquevisits+20%growth

20% 1.6%

Facebook 500uniquevisits+7%growth

9% 2.0%

WebsiteTrafficSourcesAssessment

MeasurementandRepor@ngResults(con@nued)

SocialNetworkData

Socialnetwork

URL Followercount

Averageweeklyac:vity

Engagementrate

Instagram Here 285,000 10posts/wk

8%

Pinterest Here 46,700 8posts/wk 6%

Facebook Here 2,929,000 7posts/wk 7%

OurInstagramfollowinghasgrownby1000followerswithinthepast4months.Ourpinterestfollowinghasgrownby60followerswithinthepast4months.Ourfacebookfollowinghasgrownby550followerswithinthepast4months.Wesurpassedourgoals,andwewillcon@nuetogainfollowersbyincreasingtheamountofpostsperweek.

MeasurementandRepor@ngResults(con@nued)

Qualita@veKPIs-sen@mentanalysis:•  Posi@vefeedbackviaTwi^er,Instagram,andPinterest•  Marke@ngteamhasfollowedmen@onsofPaneraandhascon@nuouslyretweetedcustomers’Paneraposts

•  Biggestdriverofnega@vesen@ment:concernsrelatedtoindividualPaneramanagement.Willconductmoremanagementworkshopstoavoidthis.

•  Biggestdriverofposi@vesen@ment:high-qualitycustomerserviceviasocialmediaplaaorms.

FutureAc@ons

•  Developandimplementac@veSnapchatforPanera.Snapchatwillofferflashdealsandwillkeepmillennialsupdatedonnewhappenings/events.

•  Con@nuecateringtoclubs/organiza@ons/sorori@esandfraterni@es

•  FurtherdevelopLinkedInandgainfollowers/possiblefutureemployees

LiveConsciously,EatDeliciously.

Thank you!

project 1 rtv

Social Media