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
