Social media strategy for Culinary Systems for PUR3622 Social Media Strategy

1. Culinary Systems Inc.
Social Media Strategy
By Anan Lagana
5/26/17

2. Table of Contents
 3) Executive Summary
 4) Social Media Audit
 5) Social Media Objectives
 6) Online Brand Persona and Voice
 7) Strategies and Tools
 8) Timing and Key Dates
 9) Social Media Roles and Responsibilities
 10) Social Media Policy
 11) Critical Response Plan
 12) Measurement and Reporting Results

3. Executive Summary
 Primary goal  increase web traffic on http://www.culinarysystems.com
 Increased web traffic will help business in the short and long term via clients
and various side projects here at CSI
 Drive conversation and knowledge of the CSI blog
 Linkedin, Facebook, Twitter and Instagram for some things

4. Social Media Audit
Social Network URL Follower Count Avg weekly activity Avg engagment
Twitter here 11 0 N/A
Facebook here 67 0 N/A
Linkedin here 3,488 10 N/A
Instagram N/A N/A N/A N/A
Assessment: As can clearly be seen above, all methods of social media need a
complete rebrand. Linkedin has the most potential to drive traffic from the
professional Culinary Industry, so initial emphasis will be placed here.
Audience demographic – mostly 30-50 year old professionals in the Culinary
Industry
Brand Competitors – CSI has a unique position where no other company exactly
mirrors what CSI does, therefore it is difficult to measure “competitors”. Only
measurable competitors are other culinary consultants, though that is not the
focus of our social media pages

5. Social Media Objectives
 Increase viewership of the CSI blog, web traffic, Palet Post, and Menu
Innovator
 KPIs – Quantitative - unfortunately I did not have access to any of these
statistics, but I would imagine the traffic is VERY low based off the traffic on
social media pages
 KPIs – Qualitative – weekly blog generates views (20-30 weekly readers) and
discussion of the website mainly via Linkedin
 Increase overall web traffic by 30% to the blog by all outlets combined in 3
months

6. Online Brand and Persona and Voice
 Open Minded
 Innovative
 Fun
 Adventurous
 Friendly
 Kind

7. Strategies and Tools
 Paid: Start experimenting with ads on Linkedin, Facebook, and Twitter
 Owned: Not much available here, will have to rebrand social media pages first
 Earned: Research into gaining organic momentum via keywords, trends, and
brand awareness.
 Tools:
 Hootsuite
 Buffer
 Canva

8. Timing and Key Dates
 Mothers/Father day
 Memorial day
 4th of July
 Back to school (August 20th)
 Labour day weekend
 Halloween
 Thanksgiving
 Christmas/Hanukah
 New Years
 Report once a month to track progress of the strategy, 30% increase in 3
months goal

9. Social Media Roles and Responsibilities
 Marketing Director – Tony Lagana
 Oversee completion of SMART goals and track progress
 Social Media Manager – Anan Lagana
 Specifically manage the accounts during the implementation of the strategy

10. Social Media Policy
 Making Social Media help define who we are as a company. We want Social
Media to help us achieve a positive interaction with everyone in the culinary
industry.
 Be insightful
 Be respectful
 Be we best we can best while following our values
 Customers are first
 110% effort

11. Critical Response Plan
 1) determine cause of concern and alert Tony Lagana
 if approved, screenshot issue and delete main cause
 Communicate with those that are dissatisfied
 Determine position on the issue and act accordingly

12. Measurement and Reporting
 Quantitative KPIs – N/A but would imagine traffic is low due to the low traffic
on the social media pages combined with the negligent use of the pages
 Website Traffic Sources Assessment – Linkedin has the most connections and a
good professional demographic, but besides this there is not much known
 Social Network Data – again not much data is known, progress should be
marked in month 1 as essentially coming from zero
 For future, use Google Analytics to track traffic from various social media
accounts