Proposed social media strategy for Chick-Fil-A to promote engagement and interaction amongst loyal customers and new potential customers.

1. Chick-Fil-A
Morgan Kaplan
2/19/17

2. Table of Contents ● Executive Summary
● Social Media Audit
○ SM assessment
○ Website
○ Audience
○ Competitors
● Social Media Objectives
○ include photos representing the demographics
● Online Brand Persona and Voice
○ include screenshots of examples in addition to the description
● Strategies and Tools
● Timing and Key Dates
● Social Media Roles and Responsibilities
● Social Media Policy
● Critical Response Plan
● Measurement and Reporting Results

3. Executive Summary
One major social media priorities for 2017 will be growing Chick-Fil-A’s social media
following, specifically focusing on Facebook, as that’s the post prevalent social network
today, to increase sales at the restaurant.
The primary objective will be to advertise through driving more traffic to the
restaurants by sharing more engaging content and advertising weekly specials to our
customers.
Two major social strategies will support this strategy:
1. A plan to increase the social following across three major social platforms:
Facebook, Instagram and Twitter.
2. Encourage social engagement by promoting specials and offers only available to
those following the social media pages.

4. Social Media Audit- Social Media Assessment
At the present time, the
highest number of
interactions per post occurs
on Facebook and Instagram.
While Facebook has the most
followers, it appears the
instagram post are receiving
the most lies. Little to no
interactions occur on Tumblr
and the closing of that
channel should be considered
moving forward.

5. Social Media Audit- Website Traffic Source Assessment
At the present time, Facebook by far has the biggest driver of traffic to our restaurant. The
conversion rate (conversion goal = meals purchased) is slightly ahead of Twitter. At 5% and 3%
respectively. Although no direct data is available for Instrgram, many social interactions occur on
this network. However, Tumblr and Youtube also don’t show data, but lack social interactions
significantly.

6. Social Media Audit- Audience Demographic Assessment
A majority of Chick-Fil-A’s
customers are in the 30-40
(parent) range, however it was
noted that a good portion of
customers are 18-29 as well.
Facebook is their main social
media platform used, however
Instagram and Twitter were a
close second. New menu
options and coupons are the
primary motivators for getting
customers to dine at
Chick-Fil-A. Energies should
be dedicated to further
develop video content on all
social media networks.

7. Social Media Audit- Competitor Assessment
The analysis focused on
three main competitors with
a strong social following on
Facebook. Advertisements
of fresh, cheap fast food are
major drivers of
engagements with their
social audience. The
competitors could improve
with communication in
regards to poor comments
(KFC) and utilizing user
generated content amongst
posts. KFC could add video
content as well.

8. Social Media Objectives
In 2017, the primary focus of our social media strategy will be to be grow Chick-Fil-A’s
social media following, specifically focusing on Facebook, as that’s the most prevalent
social network today, to increase sales at the restaurant. In order to do so, our social
media priorities will be utilizing user generated content, and creating posts that urge
users to share, to further attract potential customers.

9. Social Media Objectives
Some specific objectives include:
1. Increase follower count on Facebook by 30% in the next 6 months via:
a. Implement a hashtag to be included on all posts to build brand awareness
b. Share 3 posts a week asking followers to share the posts for a competition
2. Increase Instagram followers by 1000 every month for the next 6 months
3. Increase volume of video content published on all social platforms by 40% in 6
months.

10. Social Media Objectives continued...
KPIs:
1. Number of unique visitors from Facebook,
Twitter and Instagram
2. Number of Instagram and Twitter followers
3. Number of weekly photo and video posts to
Facebook, Instagram and Twitter
4. Sentiment analysis
Key Messages:
● Healthy alternative to fast food
● Eat more chicken
● Pure meat no fillers
● More sides than fries
● Serving you is “My pleasure”

11. Online Brand Persona and Voice
Adjectives that describe our brand:
● Professional
● Friendly
● Delicious
● Fresh
When interacting with customers we are:
● Friendly
● Respectful
● Attentative
● Helpful

12. Strategies and Tools
Strategies:
● Paid: Implement 2 weekly organic posts for
Facebook. The post must have a minimum
organic reach of 3,000 as well as a minimum
of 1,000 likes and 500 comments.
● Owned: Introduce the use of
#ChooseChicken to company all social
media posts, emails and printed materials.
● Earned: Monitor Twitter for keywords such
as: chicken, fast food, or Mcdonalds, Wendy's
and KFC (competitors). Extend discounts to
shared Facebook post winners.
Tools:
Approved: Hootsuite, Buffer
Rejected: N/A
Existing Subscriptions/Licenses: N/A

13. Timing and Key Dates
Holiday Dates:
● Chirstmas
● Easter
● New Years
● Sundays (closed)
Internal Events:
● First thursday of the month meetings
● December 1-24- Toys for Tots drive
Reporting Dates:
● Reporting will occur once a
quarter in February, May,
August and November,
Precise dates TBA.

14. Social Media Roles and Responsibilities
● Marketing Director- Jon Bridges
● The director of sales and marketing position is responsible for planning and implementing sales, marketing and
product development programs, both short and long range, targeted toward existing and new markets by performing
the following duties personally or through subordinates.
● Social Media Manager- Erik Hostetler
● social media manager might create and maintain new marketing campaigns, brand promotions or product lines for
their company on different sites, monitor progress using web analytic tools, and answer directly to social media
inquiries, all while using the company's voice and guidelines.
● Social Media Coordinator- Kristen Hunter
○ Corporate phone- 404-765-8038
○ reate and maintain a strong online presence for our company. Your role is to implement online
marketing strategies through social media accounts.
● Supporting Social Media Team Members- specific to regional stores
● PR Agency- McCann New York

15. Social Media Policy
Taken from the website: CFA Online Services and Social Media Pages may allow users
to post messages and submit their own content (e.g., stories, comments, blogs,
postings, etc.), which may include Personal Information. You are responsible for all
actions resulting from any information, including Personal Information, which you
post on CFA Online Services or Social Media Pages. Please remember that any
information you post becomes public information, is not subject to this Privacy Policy,
and Chick-fil-A is not responsible for the results of such postings.
Social media is a prevalent factor in a well majority of Americans everyday lives. We
use it to spread company messages, promotions and attract customers to the
restaurant. As an employee representative of Chick-Fil-A you are expected to follow
these guidelines:

16. Social Media Policy continued.
Social media is a prevalent factor in a well majority of Americans everyday lives. We
use it to spread company messages, promotions and attract customers to the
restaurant. As an employee representative of Chick-Fil-A you are expected to follow
these guidelines:
● Be respectful (reply with “My pleasure)
● Be friendly
● Be welcoming
● Interact with the customers under the “customer is always right” approach
● Spread the word about your company's campaigns on your personal social
networks

17. Critical Response Plan- Scenario 1- inappropriate tweet sent from @chickfila
Action Plan:
1. When tweet is detected:
a. Take a screenshot
b. Delete tweet
c. Alert social media manager, Erik Hostetler and Marketing Director, Jon Bridges
2. Have executives discuss the impact and reach of the tweet in order to evaluate
further action
3. Have executive's draft a follow up tweet
4. Have executives to sync with employee responsible for publishing the Tweet to
see if disciplinary action is required

18. Critical Response Plan- Scenario 2- Food Poisoning outbreak
Action Plan:
1. If notified via social media:
a. Reply to the users tweet
b. Send out post recognizing the issue and ensure company is taking the issue seriously
2. Remove item of menu until issue has been corrected
3. Send out a post to all followers notifying updates of how the issue was corrected,
and your sincerest apology
4. Offer coupons (bogo) to attract customers back.

19. Measurement and Reporting Results
Quantitative KPIs:
Reporting period: 3 months
Data as of February 18, 2017
Website Traffic Sources Assessment:
Timeframe: monthly average, February 2017 - August, 2017

20. Measurement and Reporting Results continued
Social Network Data
Timeframe: as of August, 2017

21. Measurement and Reporting Results
● Our Twitter and Instagram following has grown by more than 10K in 6 months,
reaching our 6 month goals.
● The social content team has done an excellent job of curating and creating both
pictures and video content to engage users in these post. We have surpassed our
goals of increasing visual content and implementing video across all platforms
● A key tactic to this growth can be recognized from the use of the #choosechicken
hashtag that was implemented across all social media posts.

22. Measurement and Reporting Results
#ChooseChicken Hashtag Performance
● Between February- August the hashtag was mentioned 50,000 times on Twitter and 35,000 times on Instagram
Qualitative KPIs: Sentiment Analysis
An analysis of the interactions of 500 Facebook, Instagram and Tweets received the following:
● Most posts were positive feedback or Facebook shares of trying to win social media contests
● The biggest driver of the negative comments came from the operating hours (closed on Sundays) and long drive
through wait times.
Proposed Future Action Items:
● Continue using #choosechicken hashtag
● Continue to have weekly Facebook contest
● Promote internships across college campuses