Project 1: Social Media Strategy for PUR 3622 Elixir Lounge Smoothie and Juice Bar in Gainesville, FL

1. Elixir
Lounge
Smoothie
and Juice
bar
…
Social
Media
Strategy
Megan Ellinghausen, 10/08/17

2.  Slide 3: Executive Summary
 Slide 4: Social Media Audit
 Slide 5: Social Media Assessment
 Slide 6: Website Traffic Sources
Assessment
 Slide 7: Audience Demographics
Assessment
 Slide 8: Competitor Assessment
 Slide 9: Competitor Assessment
 Slide 10: Social Media Objectives
 Slide 11: Social Media Objectives
 Slide 12: Online Brand and Persona
 Slide 13: Strategies and Tools
 Slide 14: Strategies and Tools
 Slide 15: Strategies and Tools
TABLE OF CONTENTS
 Slide 16: Strategies and Tools
 Slide 17: Key Dates and Times
 Slide 18: Social Media Roles and
Responsibilities
 Slide 19: Social Media Policy
 Slide 20: Social Media Policy
 Slide 21: Critical Response Plan
 Slide 22: Critical Response Plan
 Slide 23: Critical Response Plan
 Slide 24: Measurement and
Reporting Results
 Slide 25: Measurement and
Reporting Results
 Slide 26: Measurement and
Reporting Results
 Slide 27: Measurement and
Reporting Results

3.  The overarching social media goals for 2018 for Elixir
Lounge Smoothie and Juice Bar will be to increase brand
awareness and to expand our online community.
 Our primary focus will be to drive more traffic to our
website by sharing engaging, timely content and building
lasting relationships with customers through social
media platforms.
 The major social strategies we plan to use to support this
objective:
 1. Engage in and encourage conversations and discoverability of
content.
 2. Increase the frequency of relevant content we publish.
EXECUTIVE SUMMARY

4.  The following is an audit of
Elixir Lounge Smoothie and
Juice Bar’s social media
presence to date. It includes
an assessment of all social
networks, web traffic,
audience demographics, and a
competitor analysis.
SOCIAL MEDIA AUDIT

5. SOCIAL MEDIA
ASSESSMENT
Social Network URL Follower Count Average
Weekly Activity
Average
Engagement
Facebook https://www.f
acebook.com/
elixirloungean
djuicebar/
742 6 posts per
week
1.4%
Instagram instagram.com
/elixirloungean
djuicebar
444 7 posts per
week
1.1%
Twitter twitter.com/eli
xirlounge352
2 7 posts per
week
0%
Data as of October, 2017
Assessment Summary: The highest number of interactions per post occurs on
Facebook, with Instagram close behind. With almost no followers and no
interactions on Twitter, it seems to have been a forgotten account.

6. Monthly Average, May 2017 to October 2017
WEBSITE TRAFFIC
SOURCES ASSESSMENT
Source Volume % of Overall
Traffic
Conversion Rate
Facebook 1000 unique
visits
10% 3%
Instagram 700 unique visits 7% 2.4%
Twitter 0 unique visits 0% 0%
Assessment Summary: Currently, Facebook is the biggest driver of traffic to
our website. The conversion rate is slightly behind for Instagram at 2.4%.
Twitter is the farthest behind, with 0% conversion rate.

7. Survey distributed August/September via email. Total applicant responses: 500
AUDIENCE
DEMOGRAPHICS
ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
65% 18-30 61% Female 50%
Facebook
55%
Instagram
Healthy,
inexpensive
food options
Causal
place to
have drinks
30% 31-40 39% Male 40%
Instagram
35%
Facebook
15% 41-55
5% 56-80
Assessment Summary: The vast majority of survey respondents are in the 18-30 age
group. Facebook and Instagram are their primary social networks. Their main
motivator for visiting is healthy and inexpensive food options. Efforts should be more
focused on developing Instagram content and engagement.

8. COMPETITOR
ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
3 Natives Instagram:
3nativesattheswamp
844 followers, variety
of posts but still on
brand, photo and video
postings, use of
hashtags
Low interactions on
posts, does not post
frequently enough
Impulse Nutrition Instagram:
impulsenutrition
Strong in person
marketing, works
frequently with other
local businesses,
offers promotional
classes and
"challenges" to get
customers involved
Low follower count,
low frequency posting,
little/no engagement
on posts, not
consistent brand
Karma Cream Instagram:
Karma_Cream
2,640 followers, higher
engagement, uses
multiple hashtags,
works in conjunction
with other local
businesses
Does not post with as
much frequency, not
much conversation on
posts, little variety of
posts

9.  Assessment Summary:
The analysis focused on three major local
competitors with stronger social media presence on
Instagram.
High quality visual content along with the use of
hashtags and partnerships with local businesses is a
major driver of engagement with their audiences.
The competition could improve on increasing posting
frequency and customer engagement/interactions on
posts.
COMPETITOR
ASSESSMENT

10.  In 2018, the primary objective of our social
media strategy will be to increase brand
awareness and to expand our online
community. To do so, our social priorities will
be sharing engaging and timely content, and
building lasting relationships with customers
through social media platforms.
 Social Media Objectives to Support Business
Goals:
 Specific objectives include:
 1. Increase unique visitors from social media
accounts to website by 15% in 4 months via:
 A) Increased use of hashtags across all platforms,
 B) Increased brand awareness through increased interactions on
Facebook and Instagram,
 2. Increase Instagram followers by 600 in 4
months.
 3. Increase Facebook followers by 400 in 4
months.
 4. Increase volume of video content published on
Facebook and Instagram by 40% in 4 months.
SOCIAL MEDIA
OBJECTIVES

11.  KPIs (Qualitative):
 1. Sentiment analysis, including opinions, reviews, quality of shares,
comments, replies, ratings, conversations, and quality of engagement
over time.
 KPIs (Quantitative):
 1. Number of unique visitors from Facebook and Instagram.
 2. Number of Instagram followers.
 3. Number of Facebook followers.
 4. Number of weekly photo and video posts to Facebook and
Instagram.
 Key Supporting Messages:
 Healthy, inexpensive and local food options
 Casual downtown drinking spot with friends
SOCIAL MEDIA
OBJECTIVES

12.  Adjectives That Describe
Our Brand:
 Upbeat
 Trendy
 Welcoming
 Healthy
 Fresh
 When Interacting with
Customers We Are:
 Friendly
 Timely
 Committed
ONLINE BRAND PERSONA
AND VOICE

13.  Paid:
 1. Every Sunday boost the posts
for the two existing promotions
"Karaoke Mondays" and "$3
Smoothie Mondays." The posts
have a minimum reach of 50,
along with a minimum of 10
likes or 3 comments.
 2. Every Thursday boost the
posts for “Tournament Thursday”
and then "$3 Acai Bowl Fridays.”
The posts must have a minimum
reach of 60, as well as a
minimum of 10 likes or 3
comments.
STRATEGIES AND
TOOLS

14.  Owned:
 1. Introduce use of "#EscapeintheElixir" hashtag on the company
Instagram posts. Encourage use of hashtag by customers and source
a minimum of 1 piece of user-generated content per week to regram.
 2. Promote the hashtag on Facebook, newsletters, and printed
promotional materials, and offer customers the chance to earn a
15% discount with proof they used the hashtag in a post on
Instagram or Facebook.
STRATEGIES AND
TOOLS

15.  Earned:
 1. Monitor Facebook for keywords: acai bowls, smoothies, healthy,
Gainesville, Elixir, karaoke, beer, cocktails. Offer 25 discounts to
warm prospects over the course of 3 months.
 2. Partner with 3 local businesses in Gainesville to co-develop events
based on fitness, health, drinking, etc. to be shared and promoted on
partner social channels and re-posted on our own.
STRATEGIES AND
TOOLS

16.  Tools:
 Approved:
 Hootsuite
 Buffer
 Rejected:
 N/A
 Existing Subscriptions/Licenses
 Photoshop
STRATEGIES AND
TOOLS

17.  Key Dates:
 New Year's Day—January 1st
 UF Classes resume (people back in Gainesville)—January 8th
 UF Spring Break—March 5-9th
 Mother's Day—May 13th
 Father's Day—June 17th
 UF Summer B session begins (people come back to Gainesville)—July 1st
 Independence Day—July 4th
 UF Fall classes resume—August 20th
 Labor Day (long weekend)—September 4th
 Every Wednesday there is a farmers' market in the area
 Internal Events:
 Every Sunday there is Sunday Brunch with meal specials and $14 Unlimited Mimosas
 Every Monday there is Karaoke at 7:30pm, and $3 Smoothies all day
 Every Tuesday is Taco Tuesday with $10 pitchers and $5 tacos
 Every Thursday is Tournament Thursday (Beer pong tournament at 9pm with prizes)
 Lead Times:
 Facebook and Instagram ads and social media posts to be launched within the next
week.
 Reporting Dates:
 Reporting dates will occur once a quarter on February 1, May 1, August 1, and
November 1.
KEY DATES AND
TIMING

18.  Social Media Director: Lauren Dawson
 Responsibilities:
 Responsible for creating the social media strategy and schedule,
and oversees all accounts
 Social Media Brand Manager: Rob Shirn
 Responsibilities:
 Responsible for creating the content to remain on brand, and
occasionally posting to accounts
 Social Media Coordinator: Haley Hantel
 Responsibilities:
 Responsible for posting to accounts based on the schedule and
interacting directly with customers while representing the brand
through online platforms
SOCIAL MEDIA ROLES AND
RESPONSIBILITIES

19.  Social media is a large part of our marketing strategy and
presence in the community. We use it to spread company
messages, interact with customers and business partners, and
to share our activities, thoughts, ideas, and plans. As an
employee and therefore representative of Elixir Lounge
Smoothie and Juice Bar you are expected to demonstrate the
best practices and etiquette in your use of social media by
following simple guidelines:
 Be polite and respectful to all
 Use common sense
 Be the solution, not the problem
 Provide excellent customer service
 Don’t slang competitors, cause conflict, or be inappropriate
 Represent the company and brand positively
 Ask before you post if you’re unsure
SOCIAL MEDIA POLICY

20.  Elixir Lounge Smoothie and Juice Bar takes the use of social
media by employees seriously. The violation of these social
policies may result in corrective action, including termination
and/or legal action. If you have any questions, contact your
Manager or anyone on the HR team.
SOCIAL MEDIA POLICY

21.  Scenario 1:
 Inappropriate post sent from company Facebook or Instagram
 Action Steps:
 1. When post is seen:
 Take screenshot (on Mac: command+shift+3).
 Delete post.
 Contact Lauren Dawson (Social Media Director). If Lauren is unavailable, contact Rob Shirn (Social
Media Brand Manager).
 2. Lauren and Rob are to meet and determine the impact and reach, and
evaluate further action.
 3. Lauren is to develop an appropriate follow up post, which Rob is to approve.
 4. If media has picked up the post, Lauren is to manage all direct contact. If she
is unavailable, then Rob is to manage contact.
 5. Lauren and Rob are to meet with the employee responsible for publishing the
post to assess if disciplinary action is necessary.
 Pre-approved Messaging:
 No pre-approved messaging, as it will be dependent on the nature of the post -
to be developed by Lauren and Rob.
CRITICAL RESPONSE
PLAN

22.  Scenario 2:
 Customer becomes sick after eating and/or drinking at Elixir Lounge
Smoothie and Juice Bar.
 Action Steps:
 1. Employee(s) to contact Lawrence Clay (owner), who is then to contact Lauren
(Social Media Director).
 2. Lawrence, Lauren, and Rob are to meet to evaluate the social media
mentions regarding the situation.
 3. If media has picked up the situation, Lauren is to manage all direct contact.
If Lauren is unavailable, Rob is to manage all contact.
 4. Rob is to push messaging to the social media platform where the news first
broke. Continue to monitor the spread of news to other social media platforms
and push messaging as necessary.
 5. Lauren and Rob are to assess whether there is a need for a longer statement
and write one, if needed.
 Pre-approved Messaging:
 Facebook: "An incident occurred today in which a customer become ill after
visiting our establishment, and when we learned of the issue, we took
immediate action to correct the problem and protect our customers. A team
performed a complete sanitization of all surfaces and replenished food supplies
with fresh products. If there are any further concerns, please direct them to
Lauren Dawson."
CRITICAL RESPONSE
PLAN

23. CRITICAL RESPONSE
PLAN
Position Name Telephone Email
Owner Lawrence Clay 352-505-0509 lawrenceclay@gmai
l.com
Social Media
Director
Lauren Dawson 352-314-5468 laurendawsonelixir
@gmail.com
Social Media Brand
Manager
Rob Shirn 352-940-5531 robshirnelixir@gmai
l.com
Social Media
Coordinator
Haley Hantel 352-594-6757 haleyhantelelixir@g
mail.com
Contact Information:

24.  Quantitative KPIs:
 Reporting period: 4 months
 Data as of February 2018
 Website Traffic Sources Assessment
 Monthly average, November 2017-January 2017
MEASUREMENT AND
REPORTING RESULTS
Source Volume % of Overall Traffic Conversion Rate
Facebook 1300 unique visits
(+10% growth)
18% 2.6%
Instagram 900 unique visits
(+10% growth)
11% 2.4%

25.  Social Network Data:
 As of February 1, 2018
MEASUREMENT AND
REPORTING RESULTS
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook facebook.com
/Elixirloungan
djuicebar
1215 (+10%
growth)
8 posts per
week (30%
increase)
3%
Instagram instagram.co
m/elixirloung
andjuicebar
1049 (+20%
growth)
8 posts per
week (15%
increase)
2.5%

26.  Results Assessment (Quantitative):
 Our Instagram following has grown by 605 in 4 months, just above
our original 4 month goal. Our Facebook following has increased by
473 surpassing our goal of 400.
 The social content team started curating and creating excellent
visual content, including the use of more videos to increase
engagement. We far surpassed the goal of increasing the volume of
video content by 40% in these 4 months on Facebook and Instagram.
 A key feature here is the use and tracking of our #EscapeintheElixir
hashtag. We have been able to promote more user-generated
content, which has been well received in the community. The hashtag
has been mentioned 1100 times on Instagram and 875 times on
Facebook from November 1, 2016 to February 1, 2017. 40 of the
Instagram posts containing the hashtag have generated above
average numbers for comment interactions, such as tagging friends
in comments.
MEASUREMENT AND
REPORTING RESULTS

27.  Results Assessment (Qualitative):
 Sentiment Analysis:
 An analysis of the interactions on 100 Facebook posts and 100
Instagram posts revealed the following:
 A large amount of positive sentiment came from customers following their visit,
including shout outs, sharing photos/stories of their visit, and recommending the
company to their followers.
 The greatest driver of negative sentiment revolves around a few unfriendly
experiences with a specific employee.
MEASUREMENT AND
REPORTING RESULTS

28.  Continue the #EscapeintheElixir hashtag campaign
 Prepare a mission statement and content strategy for Twitter
to begin a social media presence
 Create a fitness contest to promote with the smoothies and
acai bowls with #GetFitwithElixir
 Boost promotion on weekends, such as after football games,
to increase nightlife attendance
PROPOSED ACTION
ITEMS