Chick fil-a

Chickfila

1. PUR3622: SOCIAL MEDIA MANAGEMENT KENDAL BARKER MAY 28, 2017

2. TABLE OF CONTENTS Executive Summary Social Media Audit Social Media A ssessment Website Audience Competitors Social Media Objectives Online Brand Persona and Voice Strategies and Tools Timing and Key Dates Social Media Roles and Responsibilities  Social Media Policy Critical Response Plan  Measurement and Reporting Results

3. EXECUTIVE SUMMARY The social media agenda for 2018 will delve deeper into the tools available through various social platforms in order to engage in social listening including: Facebook Live Instagram Live Instagram Stories Snapchat Stories Facebook 360 Twitter Polls D igital  expansion  through the development of the Chick-fil-A  One  app Key strategies to support audience engagement and app development include: Social listening to receive more likes , shares, comments per post, mentions and replies Build relationships with consumers in new market niches

4. SOCIAL MEDIA AUDIT Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook www.facebook.com / ChickfilA / 7.7M 4 posts per week Twitter twitter.com / ChickfilA 822K 6 posts per week Instagram www.instagram.com / chickfila / 736K 4 posts per week LinkedIn https:// www.linkedin.com /company/chick-fil-a-corporate SOCIAL MEDIA ASSESSMENT:

5. SOCIAL MEDIA AUDIT Social Network Volume % of Overal l Traffic Conversion Rate Facebook 20,000 unique visits % Twitter 12,000 unique visits % Instagram 7,000 unique visits % LinkedIn 3,500 unique visits % WEBSITE TRAFFIC SOURCES ASSESSMENT:

6. SOCIAL MEDIA AUDIT Social Network Volume % of Overal l Traffic Conversion Rate Facebook Twitter Instagram LinkedIn WEBSITE TRAFFIC SOURCES ASSESSMENT:

7. SOCIAL MEDIA AUDIT Social Network Volume % of Overal l Traffic Conversion Rate Facebook Twitter Instagram LinkedIn WEBSITE TRAFFIC SOURCES ASSESSMENT:

8. SOCIAL MEDIA OBJECTIVES Chick-fil-A’s objectives to utilize more tools offered by various social media platforms include: Host one Facebook Live event per month. Host a weekly Twitter Chat and come up with engaging hashtag. Create g eofilters for restaurant locations on Snapchat. Post a daily Instagram story. Use successful content style from competitor to make content more engaging. Key Performance Indicators Outreach of Facebook Live/Instagram Live Increase in followers on all accounts Key Messages Chick-fil-A wants to hear from customers.

9. ONLINE BRAND PERSONA & VOICE Adjectives that describe our brand: Hospitable Family-friendly Consistent Quality When interacting with customers we are : Courteous Kind Professional Polite Solution-oriented

10. STRATEGIES & TOOLS Strategies Paid Snapchat Geofilters , Instagram promoted ads, Owned Work with social media influencers to create specials for their audience Earned Monitor Twitter and Instagram for key words including: cow, chicken, nuggets, Tools Approved Hootsuite Buffer Rejected N/A Existing Subscriptions/Licenses Vimeo

11. TIMING & KEY DATES Holidays New Years Valentines Day Easter Memorial Day 4th of July Thanksgiving Christmas Internal Events Cow Appreciation Day (July 10, 2018) Reporting Dates Reporting will occur once a quarter in February, May, August and November on the 15 th of each month.

12. SOCIAL MEDIA ROLES & RESPONSIBILITIES Marketing Director: Kendal Barker Visionary Final Approval: PR campaign, commercials, spending Social Media Manager: Kendal Barker Editorial Calendar Content Creation Manage Campaigns Social Media Coordinator: Kendal Barker Publishing Content Social Listening Supporting Social Media Team Members

13. SOCIAL MEDIA POLICY In order to uphold Chick-fil-A’s mission statement and remain above reproach, Chick-fil-A team members are required to follow a 24/7 social media conduct code. Violation of our social media policies will result in remedial action, team member discipline and possible termination depending on the severity of the offense . Guidelines include: Zero tolerance policy for racial , ethnic, sexual , gender, religious and disability prejudice or hateful speech. No negative commentary about customers or other Chick-fil-A team members. Be respectful toward others.

14. CRITICAL RESPONSE PLAN Scenario 1: Team member treats customer rude and customer tweets about it Scenario 2: Social media team tweets controversial tweet. Action Steps: Social media team notifies specific restaurant manager of situation. Social media team reaches out publically then privately if situation persists. Action Steps: Delete tweet. Meeting with social media team to discuss incident and pre-approved message tweeted. Pre-Approved Message: Hi ____! We’re sorry to hear about your experience today. This behavior does not reflect Chick-fil-A mission statement. Your next meal is on us! Pre-Approved Message: Chick-fil-A strives to be an inclusive corporation that respects others and puts customers first.

15. MEASUREMENT & REPROTING RESULTS