Post on 03-Mar-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,thehighestnumberofinterac@onsperpostoccursonInstagram.Li^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,manyinterac@ons.Frequentupdatesonmenuchanges.
Lowerqualityphotos.
Starbucks Facebook Uniqueaesthe@c.Lotsofhashtagsandvideos.
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,boostthepostwiththehighestamountofinterac@ons.Owned:-Promotehashtagusageacrossallsocialmediaplaaorms,andengagefollowersinthePanerasnapchatforflashdeals.-EncouragefollowerstopostPanera-relatedpicturestotheirsocialmediaplaaormsinexchangeforanentranceintoacontest.Thiswillpromotethebrandandrewardloyalcustomers.Earned:-Reachouttohealth/wellnessbloggerstopromotePanera’shealthyop@ons.-MonitorInstagramandTwi^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@ga@on.Youwillbecompensatedforyourless-than-sa@sfactoryexperience.Note:Thismessagemustbetailoredtoeachcustomer’stweet.
Cri@calResponsePlan(con@nued)Scenario2:Foodpoisoningfromavocadosatmul@plePaneraBreadloca@ons.1. SendcrewtoalertRon(Owner)andMa^(SocialMediaManager).2. Ma^todevelopplanwithhisteam.Evaluatehowmanysocialmediamen@onsandhow
manyloca@onshavebeenaffected.3. Marke@ngteamsendsoutresponsestothecomplaints.4. Ma^andteamcomeupwithacomplementarygiqtocompensateforthebadavocados.5. RonsendsoutapologyvideoviaFacebook,Twi^er,andInstagram,includingafreecoupon
forallcustomers.6. Marke@ngteamemphasizesapprecia@onforcustomers’loyaltytoPanera.7. Ma^con@nuestomonitorsocialmediamen@ons.8. Begininves@ga@onforbe^erplacetobuyavocados.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