This is a possible social media strategy for the Grind. (Percentages are approximated)

1. Social Media Strategy
By Faith Paris
February 2017

2.  1. Executive Summary, February 2017
 2. Social Media Audit
 A. Social Media Assessment
 B. Traffic Sources Assessment
 C. Customer Demographics Assessment
 D. Competitor Assessment
 3. Social Media Objectives
 4. Online Brand Persona and Voice
 5. Strategies and Tools
 6. Timing and Key Dates
 7. Social Media Roles and Responsibilities
 8. Social Media Policy
 9. Critical Response Plan
 10. Measurement and Reporting Results

3.  The main goal for 2017 will be to bring in more customers by using our social
media accounts more actively and interactively, rather than relying exclusively on
our established customer base for social media awareness.
 The goal will be, more specifically, to place emphasis on enticing new traffic and
new customers by leaving our company’s footprint across multiple platforms with
promotions and active participation in social media.
 Two Social Strategies to Support this Objective:
 1. To encourage employees to actively participate in the promotion of our social media
platforms, as the target audience is relatively young.
 2. Interact and reply to customers on social media to create a personality along with
authenticity for the brand.

4. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter twitter.com/grindgastropub 317 Followers 8 posts per week 1%
Facebook
facebook.com/GrindGastropu
b/ 9,381 Page Likes 30 Page Likes Per Week 5%
Instagram instagram.com/grindgstropub
2468 Followers
3 Posts per week 4%

5.  The highest amount of social interactions occur on Facebook. Although Twitter
and Instagram are used often and do have many followers and likes, there is less
personal interaction between the brand and the customers.

6. Website Traffic Sources Assessment
Date: Monthly Assessment,
January- February 2017
(*This is an approximation and not
based on accurate data as there is
none*)
Source Volume % of Overall Traffic Conversion Rate
Twitter 50 Unique Visits 3% 1%
Facebook 300 Unique Visits 20% 3%
Instagram 100 Unique Visits NO DATA NO DATA
Assessment: Most unique visits are coming from Facebook and less unique
visitors are coming from Instagram and twitter. The people visiting Instagram
and twitter are already recurring visitors rather than unique.

7. Audience Demographics Assessment
Date: January-February
2017
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
60% 18-30 60% Male Facebook Instagram Social Drinking Meeting New People
20% 31-40 Facebook Twitter Social Drinking Meeting With Friends
10% 41-55 40% Female Facebook Twitter Dining Meeting With Friends
10% 56-80 Facebook Twitter Dining Meeting With Friends
Assessment: The younger crowd tends to go to the Grind to meet people and engage in social
drinking while the older crowd prefers dining as their primary need and then the social aspect as
their secondary need.

8. Competitor Assessment: Date:
Competitor Name Social Media Profile Strengths Weaknesses
Pirana Grill FB:Pirana-Grille
Is Open until 2 AM every
day of the week, making
many customers leave
and
go there because they
can
stay out later.
Not as good quality of food.
People would not typically
go there to dine. The bar is
also much smaller with less
of an atmosphere.
The Beaver Bar FB:BeaverbarDaytona
The drinks and food are
cheaper.
Not as good quality of food.
People would not typically
come here to dine. The bar
is smaller as well.
Houligans
FB: Houligans-Destination-
Daytona
The name is more well-
known
and there is more room
for sports fans.
It is corporate and
therefore less authentic.
Many people prefer
something that is one of a
kind.
Assessment: There is not much competition in the area as far as non-chain
restaurants are concerned. Locals prefer to dine here because it is relatively
cheap with up-scale dining. The specialty drinks are pricy, but the atmosphere
is worth it for many.

9.  1. Increase unique visitors on Facebook and Twitter by 30% over the next six
months by:
 A. Interacting with customers more on Facebook to use their friend-base to expand the
target audience.
 B. Creating promotions on Facebook that require users to go through Twitter to
participate.
 2. Increase Instagram followers by 500 in the next 6 months.
 3. Increase twitter followers by 500 in the next 6 months.

10.  KPI’s
 1. Number of Facebook
Followers/Likes
 2. Number of Twitter
Followers/Retweets
 3. Number of Instagram Followers
 Key Messages
 1. Meeting New People
 2. Unique Dining and Drinking
Experience

11.  Adjectives that describe our brand:
 1. Unique
 2. Local
 3. Top-Notch
 4. Easy-going
 When Interacting with customers
we are:
 1. Fun
 2. Friendly
 3. Inviting

12.  Paid: Since Facebook is the most used medium for our target audience, we will use
Facebook ads to promote our deals and specials for our Sunday Brunch and
Mimosa special. Every Saturday night these posts about our Sunday promotion
will reach a minimum organic reach of 100, with a minimum or 30 likes.
 Owned: Introduce a promotion to win a $100 gift card to the Grind. To enter to
win, you must write #PartyatGrind and post it to Instagram, while also sharing to
Facebook and Twitter. Encourage other users to do this as well to increase
awareness and create your own hashtag.
 Earned: Partner with your music talent that play frequently at the establishment.
They have a huge fan base that are the main target audience for your bar. Work
with them to possible create videos as a promo for the bar with the popular acts
who are doing well on social media. Have them share these videos to reach their
fan base.
 Tools: Facebook, YouTube, and Vimeo.

13.  Holiday Dates:
 Race Week
 Spring Break
 Fourth of July
 Halloween
 New Years Eve
 Internal Events:
 Breast Cancer Awareness Raffle (March 21st)
 Art Show(April 3rd-5th)

14.  Marketing Director: Victoria Bailey
 Social Media Manager: Rebecca Wills
 Social Media Coordinator: Jim Dennis
 Assistant to the Marketing Team: Farah Nelson

15.  Don’t use profane language
 Employees must only say positive things on social media about Grind
 Always put the customers’ needs above your own
 Be polite/helpful
 Don’t be too rigid/loosen up

16.  If a post on any social media outlet is against social media policy:
 1. Take a screenshot of the innapropriate post
 2. Alert the Marketing Director, if she is not available, then go down from rank until
someone can be reached.
 3. Marketing director and Social Media Manager must assess the situation and work
with the rest of the marketing department to create a plan to counter the post.
 4. In the end, all actions must be approved by the marketing director and Social Media
Manager.
 5. Assistant to the marketing team will handle referring the employee to HR for
disciplinary action.
 6. If the media is involved, it is the duty of the marketing director to come up with a plan
to deter the negative press.

17.  If a disgruntled ex-employee were to slander the company on social media:
 1. Take a screenshot of the post or comment.
 2. Delete post or comment if possible.
 3. Block this person from all media outlets(if possible)
 4. Contact the Social Media Manager to deal with the backlash. If the press is
involved, contact the Marketing director.
 5. Make sure HR and the head of the company is notified so they can reach out to
the employee.

18. Website Traffic Sources Assessment Date: July-August 2017
Source Volume % of Overall Traffic Conversion Rate
Twitter 60 Unique Visits + 20% growth 10% 2%
Facebook 375 Unique Visits + 25% growth 40% 3%
Instagram 110 Unique Visits + 10% growth NO DATA NO DATA

19. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter twitter.com/grindgastropub 500 Followers +60% growth 11 posts per week + 2% growh 2%
Facebook
facebook.com/GrindGastropu
b/
14,000 Page Likes + 50%
growth
35 Page Likes Per Week +5%
growth 14%
Instagram instagram.com/grindgstropub
3000 Followers +10%
growth
7 Posts a week 6%

20.  Facebook likes have increased by 50% along with a 60% increase in Twitter
followers. I believe the hashtag #PartyatGrind really helped to increase the
awareness on Twitter along with the overall social media advantages that came
from the music promo from our most popular music acts. The goal for increasing
new likes and followers for Facebook and twitter was set at 30% for six months
and after six months it has nearly doubled for both platforms because of all we
have done to include the locals on social media platforms.
 Twitter and Instagram did not meet their goal of a 500 follower increase. Although
Instagram was only a few short. More needs to be done to emphasize Instagram,
given one of the main benefits of the Grind is it’s atmosphere. We need to take
advantage of visuals as they become more heavily looked to in social media
platforms. As far as Twitter is concerned, the percentage increased greatly, which
gives promise for it continuing to grow.

21.  The #PartyatGrind contest increased our Facebook likes by 1000, our Twitter
followers by 50, and our Instagram followers by 70. This proved to be very
successful in comparison to any of our regular posts.
 The music promo increased our Facebook likes by 2000, accounting for the
majority of our success on Facebook, increased our Instagram by 80, and our
twitter followers by 30. It proved this was most successful for Facebook.

22.  We need to have more contests, as the interactive portion seems to prove the most
successful. The music promo was a good idea and brought a lot of new people, so
we need to find a way to continue to tap into the fan base of all of our new artists.
Integration seems to be our best tool on social media