CHICK-FIL-AA LOOK INTO THEIR SOCIAL MEDIA STRATEGY BY: KRISTINA MCDONALDFEBRUARY 19, 2017

TABLE OF CONTENTS1. Executive Summary2. Social Media Audit3. 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 SUMMARYChick-Fil-A, as a company, strives to create content on their social media platforms that not only drive in new customers, but that keep the ones they do have happy and wanting more.

Some of their social media strategies to execute their goal:1. Respond and engage through social media, not just push

out content2. Increase the volume of followers on all outlets

SOCIAL MEDIA AUDIT:Social Network

URL Followers Avg. Activity

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

7,654,376 5 Posts Per Week

Instagram https://www.instagram.com/chickfila/?hl=en

636,000 2 Post Per Week

Twitter https://twitter.com/ChickfilA

795,000 1-2 Tweets Per Day

SOCIAL MEDIA AUDIT CONT. Source Volume Percentage of TrafficFacebook 5,000 Unique Monthly

Visits50%

Instagram NO DATA NO DATA

Twitter 2,000 Unique Monthly Visits

30%

Although no data is available for Instagram, it is their fastest growing platform

SOCIAL MEDIA AUDIT CONT.

Age Distribution

Gender Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

40% 10-30 65% Female

60% Facebook

Seeing new food products added to our menu

Viewing when hungry and to be able to see what they desire when ordering

50% 30-50 35% Male 20% Twitter

10% 50 + 20% Instagram

A majority of their audience is middle-aged females, mostly mothers.

SOCIAL MEDIA AUDIT CONT. Competitor Social Media

ProfileStrengths Weaknesses

McDonald’s Instagram: @mcdonalds

They have incorporated their use in SnapChat with filters.

They only follow 68 people back, which hurts their interaction and engagement.

Burger King Instagram: @burgerking

Post too many times throughout one day.

They have over 1 million followers but have a low average of likes

Wendy’s FB: Wendy’s Good use of graphics showcasing their food

Have not incorporated FB Live into their marketing

SOCIAL MEDIA OBJECTIVESFor the year of 2017, Chick-Fil-A’s primary goal in their social media strategy is to know what their customers want, build relationships with them and bring grace to the table, both personally and professionally. Specific Objectives Include:1. Bring in more customers through the use of social media

1. Use humor and cleverness in posts2. Increase Instagram followers as it is their newest platform3. Utilize video when showcasing products Key Messages:- Build relationships, not just serve KPIs:How many customers are served at all of their locations across the US

DEMOGRAPHICS:

ONLINE BRAND PERSONA AND VOICE Adjectives that describe Chick-Fil-A’s brand:

ONLINE PERSONA AND VOICE CONT.

Chick-Fil-A upholds a strong religious stance and character by closing down all of their locations on Sunday in celebration of

the Christian religion.

STRATEGIES AND TOOLSTools:- Use infographics for digital media marketing - Respond to customer’s through social media outlets to

provide quality customer service - Make the app “One” easily accessible for all customers to

download on their smartphones- Increase of “Raving Fans”, which is a loyalty customer

program. Right now, this makes up approximately 10-15% of their customers

- Push out more content about “Cow Appreciation Day” to bring in new customers

EXAMPLES OF TOOLS AND STRATEGIES:

TIMING AND KEY DATESClosed on These Holiday Dates: - Easter- Thanksgiving Day- Christmas Day

Closed Every Sunday

SOCIAL MEDIA ROLES AND POLICYFounder- S. Truett Caty National Manager- Tom WilliamsSocial Media Manager- Katie GreenMarketing Director- Jason Smith Their social media policy is a very important part of their entire marketing plan, as most of their audience is active online and in the younger-middle aged demographic. They strive to put humor respectfully in Tweets and create images to appeal to

the Facebook and Instagram visual aspect. 1. Treat every customer with a smiling face

2. Ensure the quality of food is in good3. Try to get customers their food quickly in an efficient

manner

CRITICAL RESPONSE PLAN

Senario 1 – Someone getting food poisoning from Chick Fil A products

Action Plan:1. Have that location’s manager apologize to the customer 2. Try to ensure that it will not happen again 3. Research the food products that were bad and make sure to

fix the problem1. Refrigeration and Food Date Checks

4. Try to keep it from getting out on social media1. When talking to the customer and try to see if there is any

compensation, such as gift cards, to make their future experience better

CRITICAL RESPONSE PLANScenario 2- Inappropriate Tweet sent from Chick-Fil-A’s account

1. When the Tweet is causing controversy from our followers1. Let the national manager and social media manager know

immediately to take it down2. Have the social media manager come up with a follow-up

Tweet 3. Send out an apology Tweet letting the public know that the

company made a mistake and that it will not happen again 4. Talk to whoever pushed out the content and have them

explaining why they thought it was okay and teach them how it did not correlate with the company’s overall goals and objectives

MEASUREMENT AND REPORTING RESULTS

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 3,000 unique visits growth

30% 4.5%

Instagram 5,000 unique visits +25% growth

15% 6%

Twitter 2,500 unique visits + 5% growth

25% 2%

Quantitative KPIsReporting period: 4 monthsDate as of February 19th 2017

Website Traffic Sources Assessment:Timeframe: Weekly average

MEASUREMENT AND REPORTING RESULTS CONT. Social Network

URL Follower Count

Avg. Weekly Activity

Engagement Rate

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

7,654,376 4 posts per week

4%

Instagram https://www.instagram.com/chickfila/?hl=en

636,000 3 posts per week

Average interactions per post= 40,000 likes

Twitter https://twitter.com/ChickfilA

795,000 1-2 Tweets per day

3%

THE END