Social media plan

Goals and plan by Erin Starkebam
Client: FroYo frozen yogurt shop, owned by Ben Graham and Rob Smith (hypothetical)

1. Goal – Make Lincoln residents aware of FroYo’s existence and its unique quality organic, locally produced ingredients and fun family vibe to make it the top-selling frozen yogurt outlet in downtown Lincoln within six months of opening.

2. Objective – Obtain 5,000 regular customers, generating $10,000 in weekly sales revenue within the first six months.

3. Tactic – The social media plan will help FroYo owners, Rob Smith and Ben Graham, make their audience aware of their existence and drive traffic into the shop by actively engaging with the public, offering product information and deals, to create personal relationships and a loyal customer base.

Channel 1: Facebook

Objective: To obtain 5,000 likes to the shop’s Facebook page. This channel will get a lot of traffic since nearly everyone has a Facebook. When customers “like” the page, our status updates will appear in their newsfeed to keep us fresh in the minds and ultimately drive traffic into the shop.

Audience: New and loyal customers age 15-25

How to obtain audience/drive traffic to channel: All advertising materials will have Facebook logos prompting customers to “like us on Facebook.” Flyers will be put up in the University of Nebraska-Lincoln union and campus buildings announcing the grand opening of FroYo that will show the Facebook logo and say “First 100 people to like us on Facebook entered to win drawing for two free frozen yogurts.” Same flyers will also be posted around town. All other social media channels will tell customers we are also on Facebook.

Frequency: Update each morning as shop is opening with flavor of the day. Update at noon to say which flavors have been getting the most attention. Update in evening as store is closing with best thing that happened in the shop that day – good customer quote or quote from Ben, Rob, other associates. Other updates throughout the day, as desired, to show fun personality of the shop.

Topics: Daily flavors in the morning post, update on shop flavors or events at noon, favorite part of the day at the shop in the evening post. Share pictures of evening events like open mic night, poetry readings, First Friday art walks. Share pictures of the frozen yogurt itself, customers enjoying at the shop. Photos of Rob, Ben, other employees. Comments from Ben, Rob, customers, other employees. Advertise daily specials such as buy one get one free, percentage off, first 30 people to say the “code word” posted on the Facebook page get their treat free. Competitions for what flavor of the day should be the next day. Post picture of new recipe, list ingredients, ask for a name for new flavor and best name is winner of a half gallon of that flavor. Advertise special deals going on such as charity events where percentage of profit goes to a certain organization, or any other special occasions being held at the shop. Do a producer of the month project that features a different local producer every month that supplies ingredients for the frozen yogurt in the shop. Monitor and reply to customer comments. This much interaction with the web will be easy using smart phones or a shop computer.

Author: Ben, Rob, any other trusted workers of the shop as approved by owners.

Evaluation: Track number of “likes” to the page. Track how many people come into the shop from seeing a deal on Facebook. Track number of visitors to the page. Track the number of people talking about the shop on Facebook. Track number of customers who come in for charity events, poetry readings, open mic night because of Facebook.

Channel 2: Twitter

Objective: To obtain 5,000 Twitter followers. This channel will get a lot of traffic because so many people use Twitter. Users like to tweet to people and organizations directly, as well as mention them in tweets. Customers will be able to tweet at FroYo directly or mention the shop when they are there with friends.

Audience: New and loyal customers age 15-50

How to obtain audience/drive traffic to channel: All advertising materials will have Twitter logos prompting customers to “follow us on Twitter.” Flyers will be put up in the University of Nebraska-Lincoln union and campus buildings announcing the grand opening of FroYo that will show the Twitter logo and say “First 100 people to follow us on Twitter entered to win drawing for two free frozen yogurts.” Same flyers will also be posted around town. All other social media channels will tell customers we are also on Twitter. We will also follow friends and others connected to FroYo, their followers will see us and hopefully follow us in return so many connections are made, awareness is created and people come to the shop.

Frequency: Update morning, noon, evening, with as many in between as preferred.

Topics: Can be used much like Facebook, but more brief. Tweet flavors of the day, daily specials, comments Ben, Rob, other approved employees or good quotes from customers. Tweet about charity events or other things happening in shop like open mic night, First Friday art walk and poetry readings. Tweet “first 100 people to retweet a certain tweet entered to win two free frozen treats.” Tweet first 30 people to say “code word” listed in the tweet get their treat free. Tweet link to flavor the day or name the new flavor competitions on Facebook. Monitor and reply to other people’s tweets. Tweet links to founders of charity events or people who will be at open mic night, poetry readings, etc. Tweet pictures of the events and normal days of people and employees having a good time in the shop. Tweet links to the Facebook producer of the month feature.

Author: Ben, Rob, any other trusted workers of the shop as approved by owners.

Evaluation: Track number of followers, number of tweets directly to the shop and number of mentions. Track number of people who come in because of Twitter deals. Track number of retweets. Track number of customers who come in for charity events, poetry readings, open mic night because of Twitter.

Channel 3: Pinterest

Objective: To obtain 500 Pinterest followers. This channel will get a good amount of traffic because Pinterest is a growing site. Many users post pictures of food and recipes, so photos of FroYo frozen yogurt will fit right in and people will be able to repin images and spread the word about FroYo, ultimately driving traffic into the shop.

Audience: New and loyal customers age 15-30

How to obtain audience/drive traffic to channel: All advertising materials will have Pinterest logos prompting customers to “follow us on Pinterest.” Flyers will be put up in the University of Nebraska-Lincoln union and campus buildings announcing the grand opening of FroYo that will show the Pinterest logo and say “First 100 people to follow us on Pinterest entered to win drawing for two free frozen yogurts.” Same flyers will also be posted around town. All other social media channels will tell customers we are also on Pinterest. We will also follow friends and others connected to FroYo, their followers will see us and will hopefully follow us in return so many connections are made, awareness is created and people come into the shop.

Frequency: Will vary day-to-day. Labor intensive in the beginning to set up all pin boards and pins, after that, update as create new flavors, add new toppings, etc. Check 2-3 times week to see what people are repining and reacting to.

Topics: Create following pin boards to show process of creating frozen yogurt that is in the shop from source to mouth: farm – photos of the cows that produce the milk used to make the yogurt. Show pictures of how they are treated, what they are fed, how the milk is transported, etc. Same for pictures of other local producers and the products they grow for the frozen yogurt in the shop. Board for ingredients – pictures of individual ingredients and how they are involved in the making of the frozen yogurt. Will show the production process of the frozen yogurt in the shop. Board for finished products – pictures of each flavor of frozen yogurt. Board for toppings – pictures of each individual topping available. Board for the shop – pictures of Ben, Rob, employees, customers and events in the shop. Board for flavor of the day – update daily if always changing, or create once if same every day of the week. Board for promotions – photo of coupon that is also on Facebook or Twitter that day/week, or event that is going on that day/night; can be just a box of text. All pins can double as photo albums for Facebook to really cross pollinate. Beyond boards, do competitions for creating a flavor of the week – each follower will create a board and pin pictures of flavors of frozen yogurt and toppings to create their own unique creation. They will create one pin to represent their unique new flavor and name it. Whichever customer’s creation is liked the most, their creation will be made and featured in the shop for a week. We will draw attention to the competition through Facebook and Twitter posts.

Author: Since this will be quite labor intensive, Ben and Rob may want to put an employee in charge of this operation.

Evaluation: Track number of followers, number of pins repined and number of participants in flavor of the week competitions. Track number of people that come in because deals or event promotions found on Pinterest.

Channel 4: Foursquare

Objective: To obtain 300 Foursquare friends, 500 check ins, 100 tips. This channel will get a lot of traffic because so many people use Foursquare and use it competitively. The more users check in to the same place, the more chance they have at becoming mayor. This will be a driving force for people to come back to the shop so they can check in and become mayor of FroYo. There is also only one shop when searching for frozen yogurt in Lincoln and it is far from downtown.

Audience: New and loyal customers age 15-25

How to obtain audience/drive traffic to channel: All advertising materials will have Foursquare logos prompting customers to “friend us on Foursquare.” Flyers will be put up in the University of Nebraska-Lincoln union and campus buildings announcing the grand opening of FroYo which will show the Foursquare logo and say “First 100 people to check in at FroYo entered to win drawing for two free frozen yogurts on their next visit.” Same flyers will also be posted around town. All other social media channels will tell customers we are also on Foursquare. We will also follow friends and others connected to FroYo, their friends will see us and hopefully friend us in return so many connections are made and awareness is created and people come in to the shop.

Frequency: After creating main page with info about shop, there is not much upkeep aside from monitoring tips.

Topics: Run promotions on other social media outlets – Facebook, Twitter, Pinterest – to alert people of all Foursquare competitions. One competition for whoever is mayor – person that checks in more than any other person in the last 60 days – gets a free frozen yogurt. Competition for naming a new flavor – leave name suggestion as tip on Foursquare. Whichever name is chose by Rob and Ben, creator gets free dish of frozen yogurt. Competition for whoever leaves the 7th tip of the day gets a free frozen yogurt. Competition for 10th person to leave a certain code word posted in the shop as a tip on Foursquare gets a free frozen yogurt next check in.

Author: Ben, Rob, any other trusted workers of the shop as approved by owners.

Evaluation: Track number of friends, number of check-ins and number of tips, number of participants in