Social Media Audit and proposal for La Tienda Restaurant in Gainesville, Florida.

1. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
La Tienda
Restaurant
ERIK REICHERT
5/28/2017

2. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Table of Contents
2) Table of Contents
3) Executive Summary
4) Social Media Audit
5) Social Media Assessment
6) Website Traffic Sources
7) Current Website Layout
8) Audience Demographics
9) Competitor Assessment
10) Social Media Objectives
11) Online Brand Persona and Voice
12) Examples of voice
13) Strategies and Tools
14) Timing and Key Dates
15) Social Media Roles and Responsibilities
16) Social Media Policy
17) Critical Response Plans
18) Response Plan 1
19) Response Plan 2
20) Measurement and Reporting Results
21) Measurement and Reporting Results (cont.)

3. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Executive Summary
 Our major social media priorities for 2017-2018 will be growing our
following and community, while adding on new platforms to spread the
community and reach even further. The primary focus will be to support
revenue goals through driving more social traffic to our restaurant by
sharing more engaging, relevant content, building deeper relationships
with our customers, and offering discounts to our social media
fans/followers. Four major social strategies will support this objective:
1. A planned increase to the volume and quality of content we publish to our
social profiles.
2. Encourage discoverability and engaging of content.
3. Increase the number of platforms on which our content is distributed.
4. Encourage social media fans to visit restaurant and increase lead
conversion

4. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Social Media Audit

5. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Social Media Assessment
Social
Network URL
Follower
Count Average Weekly Activity
Average
Engagement
Rate
Facebook
https://www.facebook.com/pg/
latiendagnv/posts/ 960 N/A N/A
Twitter https://twitter.com/latiendagnv 13 N/A N/A
Summary:
 No activity in over 6 months— fresh dose of energy
 Facebook has most potential to reach customers
 Twitter needs a boost in followers

6. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Website Traffic Sources
Source Volume
% of Overall
Traffic Conversion Rate
Twitter 20/month 15%N/A
Facebook45/month 85% N/A
Summary:
 Facebook generates most traffic to website
 Cannot generate conversion rate because of the nature of the website and business
 Start social media promotions to begin conversion measurement

7. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Current Website Layout

8. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Audience Demographics
Age
Distribution Gender Distribution
Primary Social
Network Secondary Social Network Primary Need
Secondary
Need
18-24 55% 50/50 Twitter Facebook Quick food
Quality
Mexican
food
25-35 35% 60/40— female/male Facebook Twitter
Quality local
food
Quick
food
36-55 10% 60/40— female/male Facebook Twitter
Quality local
food
Friendly
service
Summary:
 Primarily college-aged individuals frequent La Tienda
 Mostly use Twitter to get information but would use Facebook for promos
 Instagram would make reaching this demographic easier

9. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Competitor Assessment
Chipotle
National chain
Proven quality
Can be found anywhere
Nothing special about each
location (same food and décor)
Chuy’s
Ecelectic chain with unique
locations
Not well known with
consumers/local market. In a
difficult to reach location b/c of
construction
Boca Fiesta
Fun, hip atmosphere.
Located in Downtown
Poor food and service.
Most traffic is at night during
club/bar scene
Summary:
 Several competitors in area
 Weaknesses vary between the 3 but can be exploited in our favor
 All three have very strong followings on Facebook, Twitter, and Instagram
Key:
Strengths
Weaknesses

10. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Social Media Objectives
 Overall Business Goals:
1. Increase patronage to restaurant by 20% by Dec. 2017
2. Increase revenue by 15% by Dec. 2017
 Social Media Objectives to Support Business Goals:
1. Increase visibility of restaurant to potential clients and show the fun, relaxed, and casual atmosphere of the location by increasing number of likes and follows by 30%
in the next 6 months
2. Increase weekly postings to social media accounts to constant 5/week in the next month
3. Create 1 video/month (minimum)
 KPIs
 Quantitative
a) Weekly engagement by followers
b) Number of unique followers each month
c) Number of check ins and posts about La Tienda both weekly and monthly
 Qualitative
a) Sentiment Analysis
 Key Supporting Messages:
 Good time for everyone
 Quality food at a quality price
 Local, friendly, and quick
 Real Mexican food

11. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Online Brand Persona and Voice
 Fun
 Casual
 Quick
 Inviting
 Family
 Authentic

12. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Examples of Online Persona
Family
Authentic and
Casual Fun and Inviting

13. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Strategies and Tools
 Paid:
1) Boost promotional content when it comes time for it
2) Boost popular organic posts with lots of likes and engagement
 Owned:
1) Create the tag #realmexicanfood to be used with all posts on all channels. Encourage patrons to use it and repost user content that is quality from a good
source (no bad posts on channel).
2) Have customers show promotional code that is specific to social media channels when ordering for 20% (minimum) their order of food to measure our
conversion rates
 Earned:
1) Post to Pinterest ways to make Mexican food at home so that people can try their hand at it themselves
2) Have a recipe contest for customers to create and name a dish that will be the new daily specials.
 Tools:
 Approved
 Hootsuite
 MailChimp
 Rejected
 N/A
 Existing Subscriptions/Licences:
 N/A

14. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Timing and Key Dates
 Key Dates
 National Tortilla Chip Day- February 24
 National Burrito Day- 1st Thursday of April
 Cinco de Mayo
 National Fajita Day- August 18
 Taco Day- Oct. 4
 Nachos Day- Nov. 6
 Internal Events
 N/A
 Lead Times
 It would take approximately 5 days to plan, create, and schedule the content for each
month. Once videos are begun, lead times will increase to 8 days to get all content ready.
 Reporting Dates
 Reporting to occur once a month at the beginning of the month, starting in June. Exact
dates tba 1 week before meeting

15. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Social Media Roles and
Responsibilities
 Marketing Director/Social Media Manager— Erik Reichert
 Responsibilities:
 In charge of coordinating marketing messages across all channels.
Ensure marketing messages are working and being beneficial to La
Tienda. Create promotions on social media that work to both increase
social media following and increase conversion rates and revenue.
Create and curate all content for social media. Engage with customers
on social media platforms (Facebook, Twitter) and on review sites
(Google, Yelp).

16. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Social Media Policy
 Social media is a deeply intertwined part of our everyday lives. We use it to spread our company
message, interact with customers, and share our day-to-day activities, thoughts, and plans. As a
representative of La Tienda Restaurant, you are expected to demonstrate best practices and etiquette
in your use of social media by following some simple guidelines:
 Be respectful
 Use common sense
 Stay out of trouble—don’t start a fight or post something that will start a flame war
 Be polite, not rude
 Act helpful to customers, both new and old
 Don’t shade the competition
 Keep posts on message
 Ask before you post if you’re not sure about it.
 La Tienda is serious about the correct use of social media by our employees. Violation of the social
media policy will result in punitive action, up to, and including, termination of employment. You may also
be subject to legal action, including criminal prosecution. The company also reserves the right to take
any further action it believes is appropriate. Should you have any questions or concerns please speak to
your Manager or the owner.

17. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Critical Response Plans

18. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Response Plan 1
Scenario 1: Inappropriate/unapproved post sent from corporate channel
 Action Plan
1) When post is discovered:
i. Take a screenshot for company records
ii. Delete post
iii. Alert Marketing Director and Social Media Manager
2) Director and SMM meet to discuss impact and reach of post
3) SMM develops an appropriate post to follow
4) If there is fan/media uproar, Director to manage all contact. If unavailable or overwhelmed,
owner to take some contacts as well (after meeting with Director to keep consistent
messaging)
5) Owner and Director to meet with employee(s) responsible for the posts publication and
decide course of action with employee
 Pre-approved Messaging
 Messaging to be based on the nature of the post/tweet. This will be developed by the
Marketing Director, Social Media Manager, and/or owner.

19. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Response Plan 2
Scenario 2: Bad/Scathing Review
e.g. Poor service, bad tasting food, not what was expected
 Action Plan
1) When post is discovered:
i. Take a screenshot for company records
ii. Alert Marketing Director
2) Director and Owner meet to discuss impact and possible ways to correct the situation
i. Coupon or free meal to return and try food again
ii. Personally handled by manager/owner while at the restaurant
3) Marketing Director creates an appropriate response to the reviewer with discussed course to rectify bad
experience
4) If reviewer accepts, Direct Message them with details.
i. Once they visit the store again, respectfully ask them to update their review accordingly
5) If reviewer does not accept, respectfully apologize to them and offer to refund their meal (with picture proof of
receipt)
 Pre-approved Messaging
 Messaging to be based on the nature of the review. This will be developed by the Marketing Director and/or
owner.

20. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Measurement and Reporting
Results
Social Network Follower Count Average Weekly Activity Average Engagement Rate
Facebook
1152 followers +20%
growth
4 posts 5%
Twitter
257 followers +115%
Growth
5 posts 7%
Instagram
125 followers
+12500% growth
3 posts avg. post interactions= 70
Pinterest
70 followers +7000%
growth
2 internal pins, 2 external pins avg. pin interactions= 25
Summary:
 All social networks have grown significantly with some renewed energy
 Content is great and has fans talking and sharing pictures
 Instagram and Pinterest have begun recently, time will tell exactly how useful the will
be
Social Network Data:
Quantitative KPIs:
Reporting Period:1 month
Data as of July 1, 2017

21. La Tienda
Restaurant
Follow us @latiendagnv #realmexicanfood
Measurement and Reporting
Results (cont.)
 #realmexicanfood Hashtag Performance
 Hashtag was mentioned 500 times between different social channels.
 In the last month, 26 Instagram posts published containing the hashtag had higher average
interactions from the user’s friends
 Qualitative KPIs
 Sentiment Analysis
 The majority of online sentiment towards La Tienda has been overwhelmingly positive, with many
mentioning our casual, family atmosphere and authentic food.
 Biggest mentions of negative sentiment were from slow service, “tasteless” food, or incomplete orders.
 Proposed Action Items
 Continue #realmexicanfood campaign
 Consider increasing Instagram and Pinterest posts and sponsored posts to increase following
 Continue social media promo code campaign