This document outlines Shake Shack's social media strategy for October 2017. The objectives are to create deeper connections with customers and increase revenues through brand loyalty. Strategies include increasing social interactions and promoting CSR initiatives using hashtags. A social media audit assessed current performance on networks like Facebook and Instagram. Roles and responsibilities, policies, and response plans are defined to guide social media activities. Progress will be measured using quantitative KPIs like follower counts and interactions as well as qualitative indicators like sentiment analysis.
2. Table of Contents
1. Executive Summary……………………………………………………………………………………………………….………3
2. Social Media Audit ………………………………………………………………………………………………………………..4
3. Social Media Objectives…………………………………………………………………………....................................9
4. Online Brand Persona and Voice……………………………………………....................................................13
5. Strategies and Tools…………………………………………….........................................................................14
6. Timing and Key Dates ……………………………………………....................................................................17
7. Social Media Roles and Responsibilities …………………………………………….....................................18
8. Social Media Policy ……………………………………………........................................................................22
9. Critical Response Plan ……………………………………………..................................................................24
10. Measurement and Reporting Results ………………………………….....................................................27
3. Executive Summary
• Shake Shack is a modern day “roadside” burger stand known for its delicious burgers, chicken, hot dogs,
frozen custard, beer, wine and more. Shake shack prides itself on providing quick, quality, food at a
reasonable price. We also pride ourselves for contributing to CSR initiatives and community outreach
programs listed on our website under “Stand for Something Good”.
• Target market: millennials ranging from financially independent teens to married homeowners with
children. Mostly middle class – value variety, speed, and customization
• Our social media strategy this year will be to create deeper connections with our current audience. By doing
so, we will be focusing on quality versus quantity of our interactions, and will increase revenues by creating
a loyal customer base who will make larger purchases and more frequently.
• Two Strategies to support our objectives:
1. Increase number of social interactions on networking sites
2. Push CSR initiatives and community outreach events through use of hashtags such as #standforsomethinggood and
#shackgivesback, encourage participation through rewarding user generated content
4. Social Media Audit
• The following is an audit of Shake Shack’s social media presence
to date. It includes an assessment of all social networks, web
traffic, audience demographics, and a competitor analysis.
• All data is as of October 8, 2017
5. Social Media Audit –
Social Media Assessment
• Currently Facebook and Instagram appear to be Shake Shack's strongest social media
channels. They have the most followers on these accounts and have the most interactions with
those followers per week. Shake Shack has the lowest followers on Pinterest and LinkedIn, so
they should consider putting less resources into those media channels.
Social
Network
URL Follower
Count
Average Weekly
Activity
Average Engagement Rate
Facebook https://www.facebook.com/shakeshack/ 283,683 9 posts per
week
avg 6000 interactions per post
Twitter https://twitter.com/shakeshack 73,600 11 posts per
week
avg 30 interactions per post
Instagram https://www.instagram.com/shakeshack/ 407,000 8 posts per
week
avg 6,500 for photo posts, avg 15,000 for video posts
Pinterest https://www.pinterest.com/shakeshack/ 4,373 5 posts per
week
avg 50 interactions per post
LinkedIn https://www.linkedin.com/company/1125676/ 10,160 3 posts per
week
avg 45 interactions per post
6. Social Media Audit-Website
Traffic Sources Assessment
• Instagram, Pinterest, and Facebook are currently the biggest drivers of traffic
to the Shake Shack website. These networks also have the largest conversion
rates at 7.04%, 4.65% and 5.40% respectively.
Source Volume % of Overall Traffic Conversion Rate
Facebook 55,000 unique visits 19.40% 5.40%
Twitter 12,000 unique visits 16.30% 3.70%
Instagram 85,000 unique visits 20.88% 7.04%
Pinterest 900 unique visits 20.58% 4.65%
7. Social Media Audit – Audience
Demographics Assessment
• Shake shack's audience is mostly millennials who use Facebook and Instagram as their main
social networks. Audience members primarily choose Shake Shack because they are looking
for a satisfying meal at a reasonable price that will be quick enough to coincide with their busy
schedules. We should focus promotional efforts on our Facebook, Instagram and Twitter
accounts.
Age Distribution Gender
Distribution
Primary Social Network Secondary Social Network Primary Need Secondary Need
70% 18-30 35% Female 35% Female 35% Instagram Statisfying a craving for a burger, hot tog,
fries or shake at a reasonable price.
Confidence in taste and quick service.
Grabbing a quick,
reasonably priced,
filling meal when in a
hurry.
20% 31-40 65% Male 65% Male 30% Facebook
7% 41-55 45% Facebook 15% Twitter
3% 56-80 40% Instagram
10% Twitter
8. Social Media Audit-
Competitor Assessment
• The analysis below focused on Shake Shack's major competitors and their use of Facebook
pages to reach their audience. All 3 competitors had a larger follower base than Shake Shack,
but lower engagement rates. Five Guys and Steak N' Shake do a really good job of using UGC
to boost community engagement, but Shake Shack uses higher quality photos on their profile.
Also, Shake Shack is fastest at responding to messages.
Competitor
Name
Social Media Profile Strengths Weaknesses
In-N-Out FB: In-N-Out Burger Large follower base (almost 3,000,000), many customers check in on Facebook when visiting the
establishment.
Not as quick at responding to messages from
customers as Shake Shack is, doesn't post nearly as
frequently as Shake Shack does.
Five Guys
Burgers
and Fries
FB: Five Guys Very good customer engagement, each week holds a photo submission competition called "Five Guys
Fanatic" in which customers submit photos of themselves eating at the restaurant for the chance to
be chosen and posted to the brand's Facebook page. (UCG)
Posted photos of food are unprofessional and
unappetizing, unlikely to bring in traffic.
Steak N
Shake
FB: Steak 'n Shake High quality photos, large follower base (about 4,000,000), features employees in their posts to make
their followers feel more connected, engaging posts, good use of gifs and UGC.
Interactions are low based on number of followers,
must have a lot of ghost followers who are not
engaging with the page.
9. Social Media Objectives
• Overall business goals: For the 2017-2018 year, our social media strategy will be focusing on
increasing revenues by creating brand loyalty within our consumer base. To reach this goal, we will
increase the number of interactions and the quality of those interactions, and push our CSR initiatives
and community outreach events to inspire good feelings towards our brand.
• Social media objectives to support business goals:
1. Increase Interactions on Facebook and Instagram by 30% in the next 6 months, and increase interactions on
other social networking sites (Pinterest, Twitter, LinkedIn), by 20% in the next 6 months via:
1. Increase C2C and C2B interactions on posts by encouraging commenting in the caption i.e. “comment your favorite menu item below!” etc.
2. Increase comment rates and user generated content by holding contests for those who interact with the brand on social media sites and by
using brand hashtags i.e. “post your next shake shack meal for a chance at a $50 giftcard #shakeshackgivesback #burgerloversunite” etc.
2. Invest $5000 more each month towards CSR initiatives and Community Outreach Events
1. Make sure all events and initiatives are posted via social media networks, using brand hashtags such as #standforsomethinggood
#shakeshackgivesback #givesomeshack
2. Encourage customers to participate in initiatives by inviting them to donate at physical locations and through social media portals
10. Social Media Objectives:
KPI’S
• Quantitative:
• Number of followers on Facebook, Instagram, Twitter, Pinterest and
LinkedIn
• Number of post interactions
• Number of dollars raised/given towards CSR initiatives and community
outreach events
• Qualitative:
• Sentiment Analysis
• Positive Interactions on Networking sites and in person
• Type of customer participating in outreach events and UGC competitions
12. Social Media Objectives:
Key Messages &
Demographic Photos
• Stand for Something Good
• Shack Gives Back
• Burger Lovers Unite
• Give Some Shack!
13. Online Brand Persona &
Voice
• Adjectives that describe our
brand:
• Delicious
• Quick
• Quality
• Fun
• Creative
• Examples of brand voice in
social media interactions:
• Friendly
• Easygoing
• Hip/Young
• Punny
• Solution-Oriented
14. Strategies and Tools
• Paid
1. Use Sponsored Posts for Facebook, Instagram and Twitter accounts at least once a week,
boosting the most popular posts of the week and any recent contests, community outreach
events or CSR initiatives
2. Use paid outdoor advertising in at least 10 popular NYC locations over the course of the year.
For example: on Taxis, walls, and subway stations. Feature one of our key hashtags on the
advertisements such as #burgerloversunite
• Owned
1. Post all information about current initiatives and contents on our website, and include the link
to this information in our Instagram bio.
2. Take advantage of hashtags and user generated content by introducing
#standforsomethinggood on outreach posts and encourage our audience to use that hashtag
in their posts for a chance to be featured on our accounts and a chance to win money to give to
a charity of their choice.
• Earned
1. Get press to cover community outreach events to increase chances of receiving good publicity,
invite prominent community figures to attend our events
2. Monitor social networking sites for use of our hashtags and be sure to retweet and respond to
those tweets to make audience members feel as though they are part of our larger community.
17. Timing and Key Dates
• Holiday dates
• National Cheeseburger Day
September 18
• Halloween October 31
• Thanksgiving November 23
• National Hamburger Day May 28
• Holiday Season throughout
December and January
• Internal events
• Shake Shack Drive September 26
• Free Burger at Quiet Clubbing Kids
Party NYC Shake Shack August 6
• Burgers n Brews Chicago July 20
• Great American Shake Sale May 1
• Lead times
• Begin Community Outreach Running
Programs in June, continue them throughout
late fall until Turkey Day Thanksgiving Race
November 23
• Begin Holiday Season #givesomeshack and
#shackgivesback promotions December 1
and continue until January 12th
• Reporting dates
• Reporting will occur monthly at the
beginning of each month. More lengthy
reports will be given at the beginning of each
quarter in January, April, July, and October.
Each report will be given on the 1st of the
month
18. Social Media Roles &
Responsibilities
• Director of Brand Marketing and
Communications : Laura A. Enoch
• Responsibilities:
• Lead, manage and develop marketing strategies,
programs and communications that position and
further cement Shake Shack as a fun, lively
community gathering place and the leading
modern day “roadside” burger stand.
• Manage and assist in the creative development
of in-store Shack guest experience and brand
initiatives in-store and online.
• Manage and support PR and communications
strategies in assigned markets’ and Shack-wide
19. Social Media Roles
& Responsibilities
• Marketing and Communications Manager: Adam
Shapiro
• Responsibilities:
• Embrace and convey the Shake Shack brand
voice and positioning across all assigned
markets via marketing and communications in
printed collateral, online and digital presence,
social media spaces, and advertising
• Manage and assist in the creative development
of in-store Shack guest experience and brand
initiatives in-store and online
20. Social Media Roles &
Responsibilities
• Digital Marketing Manager: Roxanne Dalere
• Responsibilities:
• Drive social media strategy
• Develop and maintain ongoing media content
calendar
• Create and update social media brand
guidelines and best practices
• Manage, write and post social media content
and engage directly with guests
21. Social Media Roles &
Responsibilities
• Marketing and Communications
Coordinator: Hailey Klingel
• Responsibilities:
• Oversee day-to-day social media operations
• Post to social media accounts in accordance
with the social media calendar using tools
such as Hootesuite.
• Respond to comments and mentions from
customers in a timely and polite manner
22. Social Media Policy
• Social Media is key to our operations here at Shake Shack. All
employees must represent our company in a way that invites customers
to feel comfortable and excited about interacting with us, and all
employees must be courteous no matter the nature of the interaction.
Follow all guidelines below, and when in doubt always refer back to a
manager or HR representative.
• Be respectful
• Be friendly
• Be prompt
• Proofread
• Get approval from coworkers and managers on
posts
• Follow the editorial calendar
• Ask for manager advice before responding to a
negative sentiment comment/tweet/post
• Uphold company values on your personal
social media accounts
• Refrain from profanity
• Be polite always
• Follow Brand Persona in all posts
• Be human
• Share positive emotions
• Try to be relatable and humorous when
possible
• Follow other company’s best practices
23. Social Media Policy
Contd.
At the core of Shake Shack’s strategy is positive interactions with
customers via social media channels to create and increase brand
equity. All employees must put their full effort into this strategy and
conduct themselves accordingly. If employees do not follow the
social media guidelines set out for them, violators may be subject to
termination or other means of corrective action. Shake Shack
reserves the right to determine means of corrective action based
upon the severity of the violation. Any questions or concerns
regarding the social media policy should be taken up with the HR
team.
24. Critical Response Plan
• Scenario One: Undercooked Meat/ Food Not to Customer Standards Posted on
Social Media
• Action Steps
1. When Post is detected, immediately notify Laura and the rest of the digital
communications team.
2. Send out pre-approved message (below) to the unsatisfied customer.
3. Pre-approved messaging:
• Facebook: We are so sorry to hear that, [NAME]. We try our best to have our food live up to the
highest standards, but unfortunately time to time we do make mistakes. We would love to offer
you a gift card as compensation, and we would also love to have a representative meet with you in
person to give you your gift and discuss more about your poor experience. We are committed to
fixing this mistake, thank you for bringing it to our attention!
• Twitter: We’re so sorry to see that [NAME], We try our best to have our food live up to the highest
standards, but unfortunately time to time we do make mistakes. Please check your inbox for a
message from one of our team members about how we can go about solving this problem. (In
inbox have message offering gift card as compensation and having representative come meet with
dissatisfied customer).
4. Follow Up with the customer regarding the situation, make sure they leave the
interaction with positive sentiments for Shake Shack.
25. Critical Response Plan
Contd.
• Scenario Two: Shake Shack Employee Rude to Customer, customer posts
about interaction on social media.
• Action Steps
1. When post is detected, notify Laura and the rest of the communications team.
2. Immediately post back an apology, using the pre-approved messaging
3. Pre-approved messaging: We are so sorry to hear that [NAME], that kind of
behavior does not coincide with the Shake Shack policy. We are working on
getting this issue straightened out as soon as possible, but in then please
accept this gift card as an apology. We hope you forgive us.
4. Track down the employee who had the poor interaction, have them send a
personal apology to the customer .
5. Follow up with the customer to make sure they are satisfied and have had no
further trouble.
26. Critical Response Plan
Contact Info
Contact
Information: Name Telephone Alt. Telephone Email
Owner Randy Garutti
555-555-5555 555-555-5555 r.garutti@shakeshack.com
Marketing
Director Laura Enoch
555-555-5555 555-555-5555 l.enoch@shakeshack.com
Social Media
Director Adam Shapiro
555-555-5555 555-555-5555 a.shapiro@shakeshack.com
Social Media
Manager Roxanne Daler
555-555-5555 555-555-5555 r.daler@shakeshack.com
Social Media
Coordinator Hailey Klingel
555-555-5555 555-555-5555 h.klingel@shakeshack.com
PR Agency TAA PR
555-555-5555 555-555-5555
help@TAAPR..com
27. Measurement and
Reporting Results-
Quantitative KPIS
• Reporting Period: 3 months (1 Quarter)
• Data as of October 8, 2017
• Quantitative KPIs being measured:
• Social Network Data
• Website Traffic Data
• Overall Quantitative Goal for the Quarter: Increase Interactions on
Facebook and Instagram by 30% in the next 6 months, and increase
interactions on other social networking sites (Pinterest, Twitter, LinkedIn),
by 20% in the next 6 months
28. Measurement and Reporting
Results- Social Network Data
Social Network URL Follower Count Average Weekly Activity
Average
Engagement Rate
Facebook https://www.facebook.com/shakeshack/ 350,000 +10% growth 20 posts per week +12% increase 3%
Instagram https://www.instagram.com/shakeshack/ 560,000 +14% growth 9 posts per week 10% increase 5%
Twitter https://twitter.com/shakeshack 84,000 +16% growth 15 posts per week +18% increase 8%
Pinterest https://www.pinterest.com/shakeshack/ 7,000 +18% growth 10 posts per week +100% increase 10%
LinkedIn https://www.linkedin.com/company/1125676/ 11,235 +7% growth 5 posts per week – 15%increase 4%
30. Measurement and Reporting
Results- Results Assessment
• Both Facebook and Instagram followings have increased
substantially, and engagement rates have risen. This puts us on
track for reaching our goals of increasing interactions and
comment rates among customers.
• Content has followed the media calendar and we have avoided any
crisis situations.
• Community outreach events have had huge success and we hope
to plan more and get more hashtags trending in the next quarter.
• UGC is up and we hope to improve on that for next quarter as well.
31. Measurement and Reporting
Results: Qualitative KPIs
• Sentiment Analysis
• Largely positive sentiment from customers regarding the food and
community outreach events.
• Some negative sentiment comments, mostly related to wait times and
taste of food.
32. Measurement and Reporting
Results: Proposed Future
Action
• Continue community outreach events and using the hashtag
#shackgivesback
• Continue using company funds to sponsor CSR initiatives and post
those initiatives on owned channels in hopes of earning publicity
• Try to increase staffing during peak times to decrease food wait
times for customers
