This is a project for my UF Social Media Management class. The numbers in the project are predicted and therefore not accurate.

1. Chili’s Grill & bar
Alyssa Freiermuht
May 25, 2017

2. Table of contents
• Executive Summary
• Social Media Audit
• 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 Plans
• Measurement and Reporting Results

3. Executive summary
Our main social media priority for 2017 is to promote positive
conversations on Facebook, Instagram and Twitter.
The primary focus is to produce more visual and conversation
starting content, which will support fan base growth and encourage
website traffic.

4. Social media audit
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg. Engagement
Rate
Facebook https://
www.facebook.com/
Chilis/
3,808,080 3 posts 0%
Twitter https://twitter.com/Chilis 364,000 3 posts 0%
Instagram https://
www.instagram.com/
chilis/
200,000 2 posts 1.8%
Below you will find an audit of Chili’s Grill & Bar’s social media presence at this
time. This information is roughly estimated.
Social Media Assessment: After evaluating Chili’s social media platforms, it
seems as though Instagram has the highest engagement rate. Instagram is also
mostly positive comments from fans while Facebook has a majority of negative
comments. Twitter is neither negative or positive and has the worst engagement
rate out of the three.
Social Network Assessment

5. Social media audit
Source Volume % of Overall Traffic Conversion
Facebook 3,200 unique visits 25% 5%
Twitter 1000 unique visits 9% 2%
Instagram 1600 unique visits 12.5% 3%
Website Traffic Sources Assessment
Traffic Assessment: The main driver of traffic to our website from social media is
Facebook followed by Instagram. The conversion rates also follow this pattern. Our
social media accounts drive a decent amount of traffic to our webpage.

6. Social media audit
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary Need
18-30 (47%) 55% Female
45% Male
Instagram Facebook Desire to attend
a restaurant with
great food and a
friendly
atmosphere.
Need a restaurant
with a variety of
menu options.
31-50 (38%) Facebook Instagram
50+ (15%) Facebook N/A
Audience Demographic Assessment
Audience Demographic Assessment: A majority of our customers fall in the age
range of 15-30 years old, followed closely by 31-50 year olds. Facebook is the
common social network between the 3 age ranges. A good socially cultivating
environment and a variety of great menu items are the main factors that bring
customers in.

7. Social media audit
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Applebee’s Twitter Applebee’s is on top of their
Twitter account and is constantly
retweeting and replying to their
customers and they have lots of
visuals.
They do not have a lot
of written content on
their Twitter account.
TGI Friday’s Instagram TGIF is consistently posting
content on their account.
The are slow at
answering comments
on their posts.
Ruby Tuesday Facebook They post about great deals a
decent amount of the time and
they have a great brand image.
They are inconsistent
with their postings and
have little interaction
on social media.
Competitor Assessment
Competitor Assessment: Our three main competitors are analyzed above. They are all active
on social media, although Ruby Tuesday is falling behind. Visual content is the leader in
responses on social media.

8. Social media objectives
The primary focus of our social media strategy in 2017 will be to
increase positive conversations on our social channels by posting
content that allows customers to engage. This will encourage our
fans to come in to the restaurant and increase website traffic.
Some specific objectives include:
1. Increase volume of visual content posted on Facebook and Instagram by 25% in
6 months
2. Create at least 3 contests with at least 700 participants each by the end of 2017
3. Introduce at least 1 new hashtag campaign that can be posted at least 1 time per
week within 6 months
4. Increase unique visits to website from social media outlets by 20% combined by
the end of 2017

9. Kpis & Key messages
KPIs:
• Number of weekly photos/videos posted on each social media platform.
• Number of participants per contest.
• Number of hashtag mentions.
• Number of unique visitors from Facebook, Instagram, and Twitter
Key Messages:
• Great food at a reasonable price
• A friendly atmosphere that cultivates conversation.

10. Brand persona & voice
Adjectives that describe our brand:
• Appetizing
• Social
• Classic
• Bold
• Flavorful
When interacting with customers we
are:
• Encouraging
• Informative
• Solution Oriented

12. Demographic Picture
The picture above depicts the main demographic of Chili’s.

13. Strategies & tools
• Paid: Post a monthly promo code for a free appetizer/dessert for those
who participate in a survey.
• Owned: Incorporate a #TexMexTuesday hashtag to post on Facebook
every Tuesday. To encourage customers to use the hashtag print it on
each table stand.
• Earned: Partner with a celebrity to have them promote the Chili’s
brand on their personal social media sites. Share customers positive
testimonials on Facebook and Twitter.
• Tools:
• Buffer
• Adobe Spark
• Tweetdeck
• Topsy
• Canva
• Google Alerts

14. Twitter
Facebook
Instagram

15. Timing & key dates
• Dates:
• National margarita day- February 22nd
• Cinco de Mayo- May 5th
• National chicken wing day-July 29th
• National baby back wings day- September 3rd
• National taco day- October 4th
• Reporting: Each quarter on the 15th day of March, June, September, and
December

16. Social media roles &
responsibilities
• Marketing Manager- Alyssa Freiermuht
• In charge of overseeing all marketing aspects such as
social media, ad campaigns and printed materials.
• Social Media Manager- Samantha Rubio
• In charge of all content posted on social media and
assisting with responses to critical scenarios.
• Social Media Coordinator- Marcus Smith
• In charge of creating content to be posted on social
media and scheduling posts.

17. Social media policy
As an employee of Chili’s bar and grill, we encourage you to post on
social media sites but require that you represent the Chili’s brand in a
respectful and professional manner. By using social media, you are
creating an opportunity to engage with past, present and future
customers. Please adhere to the guidelines below to best exemplify the
Chili’s brand:
• Be respectful
• Think before you post
• Don’t share confidential company
information
• Disclose that your views are your own
• Beware of privacy issues
• Derogatory content is not accepted
• Correct your mistakes immediately
• Don’t post videos/pictures of others
without their permission (guests or
coworkers)
Chili’s Bar & Grill will not tolerate employees who do not follow the social media policy.
Violation of the above stated policy may result in disciplinary action, up to and including
termination. Chili’s Bar & Grill has the right to request the removal of a post by any
employees.

18. Critical response plan
Scenario 1: An unsatisfied customer posts/comments on social media
using language that is derogatory to the brand.
Action Plan:
1. Screenshot said comment/post for documentation and save to
complaints file on computer.
2. Notify Samantha Rubio of said complaint.
3. Respond to customer expressing our apologies and asking them to
contact our socialmanagement@chilis.com email address with
further explanation so that we can properly address the situation.
4. Socialmanagement@chilis.com email address is monitored by Marcus
Smith, who will respond to the situation with preventative measures
(offer gift card, inform the guest it will be addressed and that we are
greatly sorry, etc.)

19. Critical response plan
Scenario 2: Food borne illness is associated with food from a Chili’s
restaurant.
Action Plan
1. Owner and Alyssa Freiermuht (marketing manager) assess the issue
in order to draft a message to be sent to customers on all social media
platforms.
2. Message must: include facts, be as transparent as possible, be posted
within 2 hours of first knowledge of illness.
3. Social media staff must all be available and prepared to answer
questions as they arise.

20. Measurement & reporting
Source Volume % of Overall Traffic Conversion
Facebook 3680 unique visits
+15% increase
32% 5%
Twitter 1050 unique visits
+5% increase
10% 2%
Instagram 1760 unique visits
+10% increase
17% 3%
Website Traffic Sources Assessment
Social Media Site # of Weekly Video/
Picture Posts
# of Contest
Participants
# of Hashtag
mentions
Facebook 3 Average of 848 452
Instagram 5 N/A 794
Twitter 3 973 659
Qualitative KPI Assessment

21. Measurement & reporting
• Our unique website visitors have grown by at least 5% from each platform in 6
months.
• Under the direction of Marcus Smith, our social media teams have increased
the amount of visual and multimedia posts which has allowed all of our
platforms to grow. We have also increased engagement rate on Facebook and
Instagram with the addition of more frequent visual content posts.
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg. Engagement
Rate
Facebook https://www.facebook.com/
Chilis/
4,074,655
+7% increase
5 posts 1%
Twitter https://twitter.com/Chilis 367,640
+1% increase
4 posts 0%
Instagram https://www.instagram.com/
chilis/
208,000
+4% increase
5 posts 3%
Social Network Assessment

22. Measurement & reporting
#TexMexTuesdays Hashtag Performance:
• Since the introduction of this hashtag, it has been used 452 times on
Facebook, 794 times on Instagram, and 659 times on Twitter.
Sentiment Analysis:
After analyzing the last 50 posts on Facebook, Instagram and
Twitter we have seen:
• A majority of positive comments about food and services as well
as customers recommending certain foods
• Negative comments, once acknowledged by Chili’s
representatives, are fixed in a positive and sympathetic manor
with happy guests as an outcome

23. Recommended actions
• Continue #TexMexTuesdays hashtag campaign
• Possibly add a discount on Mexican menu items when customer uses
#TexMexTuesdays and shows their server.
• Continue producing monthly promo codes for customers who
participate in a survey
• Consider introducing a new menu item that was voted on by fans
on Facebook