Social Media Strategy Project.

1. Social Media Strategy
Cassidy McKenna
October 8th, 2017

2. Table of Contents
• Executive Summary
• Social Media Audit
• Website Traffic
• Audience Demographics
• Competitor Assessment
• Social Media Objectives
• Online Brand Persona
and Voice
• Strategies and Tools
• Key Dates and Timing
• Social Media Roles and
Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and
Reporting Result
• Further Action

3. Executive Summary
• Shake Shack started as a hot dog cart in Madison Square
Park. After exploding success, the business actually
began in 2004. After exploring Shake Shack’s current
social media, I’m excited to partake in generating a social
media campaign for their company. I plan to grow their
following, think of some creative ways to get people even
more engaged with the brand, and even begin a #hashtag
campaign that gives back to charity.

4. Social Media Audit
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Instagram
https://www.instagr
am.com/shakeshac
k/ 407k
Frequent – posts
everyday
High – over 1,000 likes
Snapchat
https://www.snapch
at.com/add/shakes
hack
Not disclosed
Medium – short
snap stories. N/a
on their reply
rate.
N/a, not public
information.
Twitter
https://twitter.com/s
hakeshack
73.6k
Frequent – posts
almost everyday,
constantly replies
to constumers
Medium – lots of reply
tweets
Facebook
https://www.facebo
ok.com/shakeshack
283,577
Frequent –
averages 3 posts
a day
Low – 10-400 likes a
post average
Youtube
https://www.youtub
e.com/shakeshack
1,203
Low – 10,000
view average
Low – views and likes
are not substantial.
LinkedIn
https://www.linkedin
.com/company/112
5676/
10,156
Low - 40 likes on
post avergae
Low engagement (low
likes)

5. Website Traffic
Source Unique Views (per
post)
Volume % of Overall
Traffic
Conversion Rate
Instagram 5,000 likes average
5.7% 28% 2.7%
Twitter 35+ average
.009% 5.4% .06%
Facebook 1,000+ likes average
4.2% 1.9% .001%
Source: https://www.socialbakers.com/statistics/facebook/pages/detail/124653650181-shake-shack

6. Audience Demographics
Age
Distribution
Engagement Gender
Distribution
Most used
Social
Networks
Motivations
12-26 High Male: 30.4%
Female: 35.8%
Instagram,
Snapchat
Posting on
social media,
social media
presence is
important
27-43 Medium/High Male: 15.9%
Female: 12.3%
Facebook,
Instagram
Family
orientated, quick
meals are easy
and feasible
44-60 Low Male: 2.1%
Female: .95%
Facebook Low
commitment
events
61+ Low Male: 1%
Female: .95%
Facebook/none Homebodies,
enjoy the
simpler things in
life

7. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Five Guys https://www.insta
gram.com/fiveguy
s/
-Diner feel
-Fast service
-Peanuts
-No drive thru
option
Steak n’ Shake https://www.insta
gram.com/steakn
shake/
-Lower cost ($4
meals)
- Diner feel
- Drive thru
window
-Slower service
due to drive thru
window
BurgerFi https://www.insta
gram.com/burgerf
i/
-Specializes in
custard
-Trendy
- No drive thru
option
- Little pricier

8. Social Media Objectives
1. Grow the Facebook, Instagram, and LinkedIn following
by 100,000 followers each within two months.
2. Create a social media campaign centered solely around
their milkshakes, since burgers are usually the star of
the show. Beginning a #ShakeUptheWorld campaign
will encourage people to buy shakes and a small
percent of the proceeds can go back to charity. It’s a win
win!
3. Encourage people to interact with the brand on a more
personal level by persuading users to follow them on
Snapchat. I hope to gain 1,000 new Snapchat followers
in a month.

9. Online Brand Persona and Voice
• Shake Shack needs to keep up with it’s online presence, and I think it could
increase it’s branding by having a specific style when it comes to persona and
voice. For example, people all over the globe have connected with Wendy’s
hysterically funny replies to customers on Twitter. Shake Shack dips its toes
in being stylized, however they are not consistent. My team and I are going to
create a specific online presence to really establish a constant consumer-
brand connection.
Adjectives to describe
the brand:
1. Loud
2. Fun
3. Personal
4. Trendy
5. Eccentric
6. Classic

10. Strategies and Tools
Paid:
Facebook ads ($.16-$1.00+ a
click), Instagram ads,
promoting the
#ShakeUptheWorld campaign
with celebrity ambassadors
Owned
Social Media Content
Calendar, distribute posts at
different times in order to
reach audiences all over the
world.
Earned
Keeping up with low cost SM
platforms: including Facebook,
Twitter, YoutUbe, Google+ and
other SM.

11. Strategies and Tools cont.
Approved Buffer, Hootsuite, Data Analytic
software to measure SM success.
Rejected
Do not spend billions on
marketing in order to out do
competition. Instead, make a
unique campaign to really
connect with audiences.
Existing
Subscripti
ons/
Licences
Licensing agreement with Sazaby
League for the development of 10
new Shack’s in Japan. We could
promote on Social Media the
globalization of the company and
the company’s love for culture.

12. Key Dates and Timing
Key Dates Internal Events Lead Times
Reporting
Dates
May 28th- National
Hamburger Day
Promo for burgers, do a
“half off” for the day.
1 month Quarterly, published
with start of the fiscal
year in February
Month of June- when
the company was
founded (anniversary)
“Decade of Shack” Half a year Quarterly, published
with start of the fiscal
year in February
4th of July Catering is up 2 months Quarterly, published
with start of the fiscal
year in February
Winter holidays Christmas, Hanukah,
other holidays.
Spending is increased
3 months Quarterly, published
with start of the fiscal
year in February

13. Social Media Roles
• Vice President of Marketing and Communications – Edwin
Bragg
• Leads a team that is responsible for the company’s, social media,
communications, marketing, branding, events, advertising, digital
and more.
• Marketing and Communications Manager – Abigail Knoff
• Coordinates marketing, advertising and PR pursuits for Shake
Shack in a team. The team is then overseen by higher
management (such as the Vice President).
• Digital Marketing Manager – Roxanne Dalere
• Roxanne develops and maintains a strategic social media calendar
whilst working on brand voice and positioning across all mediums:
web, app, paid media, and social media.

14. Critical Response Plan
• Scenario: Customer posts on social media about
displeasure in Shake Shack
• Document the complaint (screenshot, compile).
• Have someone the social media team reach out immediately to
customer, offering a service to turn their frown into a smile.
• Alert Abigail Knoff of the issue and work actively to completely fix it
and make sure it doesn’t occur again.
• Scenario: People are upset about Shake Shack’s political
views
• Document complaints and file them for further inspection.
• Reach out immediately and personally to the customer (DM, other
messaging medium) and explain how Shake Shack is a company
that cares for all people.
• Make sure that the marketing team is aware and on board with the
issues.

15. Measurement and Reporting Result
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Instagram
https://www.instagram.c
om/shakeshack/ 408k
7 posts a week 4%
Twitter
https://twitter.com/shak
eshack
73.9k
50+ replies a week,
20 posts/week
2.3%
Facebook
https://www.facebook.c
om/shakeshack 290,000
21 posts /week 1.2%
Source Volume % of Overall Traffic Conversion Rate
Instagram
6.1% 31% 2.7%
Twitter
.08% 7% 1.2%
Facebook
5.6% 2.4% .02%
Results Assessment: Following has grown, average weekly engagement could’ve been increased more.
Facebook is lacking on followers and thus engagement, however the conversion rate is high due to the lower
standards.
Qualitative KPI’s: Visual content has increased engagement. #ShakeUptheWorld campaign has increased
traffic to social media by 70%.
Sentiment Analysis: A social media tracked consumer replies following the hashtag campaign, and
confirmed that people had an even better picture of Shack Shake then previously due to their charitable work.
We will be higher a manager to keep track of the campaign so that we can continue to increase ROI.

16. Further Action
• Continue with #ShakeUptheWorld campaign, keep your
following updated on how much money we are donating
to the charity.
• Continue to use analytic software to trace if the tactics are
actually working. If growth is not substantial after a year,
deploy new ideas to increase following and engagement.