pdf style slides for Social Media and Marketing class at UWT

1. Sarah Carver, Jose Sarmiento Coronado,
Tayler Durtschi, Karla Molina, Ariana Nason

2. Phase 1
During phase 1, we look at
Bertolino’s as a whole, their current
social media efforts, and create
goals and objectives to be fulfilled
through the creation of a new social
media strategy.

3. Company Overview
“Bertolino's Espresso Bar, a family owned and run business, has been
serving the Tacoma area since 1994. They pride themselves on providing
excellent quality coffee in a comfortable atmosphere, with convenient
24/7 hours. Setting themselves apart, the Bertolino family runs its
business on Christian principles, often playing Christian music and
expressing their faith in an open environment.”

4. Mission Statement
Provide excellent coffee and customer experience for Tacoma and surrounding
residents by using high quality ingredients and implementing a relaxing
atmosphere.

5. Current Social Media Presence
● Facebook
○ Last post: January 3rd
● Foursquare and Yelp
○ Check-in’s
○ Reviews
● *Instagram
○ Don’t have their own account
○ Tagged in posts by location
○ #Bertolino’s hashtag

6. SWOT Analysis
Strengths:
- Friendly and homey environment
- 24 hours service
- 40 different flavors
- Accessible to hearing feedback from
customers
- Mobile van
Weaknesses:
- Low social media presence
- Low brand awareness
Opportunities:
- Become active on various social media
platforms
- Increase their content on existing social
media platforms
Threats:
- High level of competition in Seattle
- Various caffeine substitutes

7. Goals and Objectives

8. Goals and Objectives #1
Goal: Increase brand awareness
Objectives:
1. Create social media accounts for Facebook, Twitter, LinkedIn, Pinterest, and Youtube by February
17th with consistent brand logo and biography.
2. Create a 12 week content schedule which will provide for a minimum of two posts per week for each
social media platform.
3. Respond to all customer comments and messages (both positive and negative) within 48 hours.
4. Once a week, re-post a user-generated picture from their Bertolino’s experience across Facebook,
LinkedIn, and Twitter while tagging/mentioning the original user.

9. Goals and Objectives #2
Goal: Increase sales
Objectives:
1. Have a speciality drink highlighted every Monday with 25% off for 10 weeks.
2. Expand Bertolino’s online store to include clothing, hats, mugs, water bottles, and stickers with the
Bertolino’s logo by March 31.
3. Create an online order form for Bertolino’s website by March 1st which would allow customers to
order and pay online before picking up their coffee in the shop.

10. Phase 2
During phase 2, we examine the
people and resources which we will
use to create Bertolino’s new social
media strategy and meet our goals.
We will also specify content,
platforms, and tools we will be using
to get our message across.

11. People
Persona 1
● Name- Lucien
● Job-Student
● Age- 23
● Location-Lakewood
● Salary/Household Income- 20,000
● Education- Associate's degree
● Family- Single
● Challenge-Finding a place to study at all
hours.
Persona 2
● Name- Cory
● Job-Chef at hotel
● Age- 30
● Location- Tacoma
● Salary/Household Income- 35,000
● Education-Degree from Cordon Blue
● Family- Wife, 1 child
● Challenge- Needs a place that is open before
2AM.

12. People Continued
Persona 3
● Name- Alexia
● Job-Night nurse
● Age-40
● Location-Puyallup
● Salary/Household Income- 75,000
● Education- BA in nursing
● Family- Wife and 2 children
● Challenge-Needs a place open past
10pm
Persona 4
● Name- Aaron
● Job-Musician
● Age- 25
● Location- Tacoma
● Salary/Household Income- 30,000
● Education- High school Diploma
● Family- Single
● Challenge- Somewhere where coffee can be
bought before and after a show

13. People Continued
Persona 5
● Name- Tom
● Job- Local shop owner
● Age- 55
● Location- Parkland
● Salary/Household Income- 50,000
● Education- Masters in Business
● Family- Wife
● Challenge-Wants to only buy from local
stores, that aren’t chain restaurants.

14. Resources
● Social media usage is free (organic social media growth)
● Owners
● Current employees
● Already available resources
● Volunteers? Maybe.
● Full-time, abundance of experience out of the question

15. Content

22. Platforms/Tools

23. Instagram
● Advantages
○ Creative and fun
○ Builds brand awareness
○ #Hashtags can track conversation or related posts
● Disadvantages
○ Quality takes time and effort
○ Customer reach
● Type of Messaging
○ Images of the atmosphere
○ Showcase product specials and promotions
○ Menu and service items

24. Facebook
● Advantages
○ Most popular social media platform
○ Provides business hours, menus, and reviews
○ Reaches a wide range of demographics
● Disadvantages
○ Requires a lot of time for customer engagement
● Type of Messaging
○ Upcoming events, specials, or promotions
○ Contests

25. Twitter
● Advantages
○ Gather feedback from customers
○ Customer engagement and discussion
● Disadvantages
○ Only 140 characters for tweets
● Type of Messaging
○ Upcoming events, specials, or promotions
○ Retweet for a free or discounted menu item

26. LinkedIn
● Advantages
○ Recruitment tools
○ Professional followers
○ Builds relationships and connections
● Disadvantages
○ Not every applicant has a profile
● Type of Messaging
○ Job openings
○ Sharing articles mentioning the business

27. YouTube
● Advantages
○ Engage customers easily
○ Visually appealing
○ Easily shared to other social media platforms
● Disadvantages
○ Takes time to produce a quality video
● Type of Messaging
○ How to videos
○ Event recap videos

28. Pinterest
● Advantages
○ Brand awareness
○ Increase profile and website traffic
● Disadvantages
○ Reaches limited users at once
● Type of Messaging
○ Recipes
○ Food and drink images

29. Phase 3
Phase 3 gets into the logistics of
how we will carry out our social
media strategy, using the
resources, platforms, and tools that
were previously discussed in phase
2. We will then do analysis using
key performance indicators,
metrics, and traffic generation to
measure the effectiveness of our
campaign at meeting goals and
objectives.

30. Planning

31. Project Plan
● In-store advertising
○ Clear and visible signage facing outward
○ Table advertisements
● Discount or promotional offering for new customers
○ Follows or “likes” social media page. Future additional offerings and promotions
● Selling merchandise such as hats, coffee mugs, and shirts in-store
● Advantages: inexpensive, quick, non-complex, non-labor intensive
Bertolino’s Plan
● Become active on Facebook page, ~two posts a day at prime traffic times
● Facebook users “like” page, receive in-store discount
● Table advertisements placed at store
● Customers tell their friends
● Photo of an item with the Bertolino’s logo on it to give the customer a small discount
● Pique interest of customer’s social network

32. Project Plan Continued
● Easily achievable by a Social Media Manager
○ Few hours of work a day
● What if Manager quits?
○ Replacement Manager is easily trainable
● Large customer base and customer loyalty = Bertolino’s starts selling branded items
○ Further advertise
○ Gain more exposure.
● Great confidence in project plan
○ Inexpensive in regards to time and money
○ Easy to execute
● No scale-back necessary

33. Players and Roles
Social Media Manager
● Promote the new use of Social Media platforms by on-premise advertising at
the main location and the Mobile Espresso
● In charge solely of Social Media Platforms, and communicating via online with
customers
● Creates advertising campaigns that can be used through various social media
websites
● Update the social media platforms regularly with new, and valuable content
● Have a active media presence, and respond to posts about Bertolino’s

34. Budget
● Hourly salary ranging from $11.15-$20, depending on the experience and
expertise of the hired Social Media Manager
○ Desired hourly salary would be $15, with a decent skill level.
○ Weekly hours expected from the social media manager should be from 20-30
● $4,000 will be allotted for January-June, and $6,000 will be alloted from
June-December.
○ An increase in the end of the year budget allows for further promotion during the Holiday
season, when there is a 30% increase in coffee sales
○ This budget could include prizes, marketing supplies (example. paper for flyers), and possibly
programs that could assist the social media manager.

35. Analyzing

36. Key Performance Indicators
KPI’s for Goal 1 and its objectives:
1. Number of company mentions across social media platforms - The number of mentions across social
media platforms will allow Bertolino’s to have an awareness of the chatter that is surrounding the
company.
2. Number of followers across social media platforms - The number of followers will let Bertolino’s
know how many consumers desire to have a more constant connection with Bertolino’s, such as repeat
customers who don’t want to miss great deals. Observing whether this number increases will help
Bertolino’s examine whether the campaign is effective at increasing consumers’ desire to be
continuously updated.
3. Number of searches across search engines - Knowing the amount of searches that Bertolino’s receives
across search engines helps them to determine the interest that surrounds their company.

37. Key Performance Indicators, Cont.
KPI’s for Goal 1 and its objectives:
1. Social media conversion rate (can be compared with other contact method sales) - Knowing the
conversion rate from the implemented social media presence and content will help Bertolino’s to
compare the success and effectiveness of their social media strategy to other marketing efforts.
2. Sales growth - Examining sales growth will help Bertolino’s to quantify the value that the social media
strategy adds in terms of increased sales and revenue.
3. Average purchase value - This will help Bertolino’s to compute the value of each opportunity. With
this information, Bertolino’s can use this average value to think of ways to increase each individual
purchase value, compare average purchase value before and after social media strategy
implementation, etc.

38. Metrics

39. - Number of followers
- Number of likes
- Number of comments
- Number of followers
- Number of likes
- Number of comments
- Number of shares
- Number of followers
- Number of retweets
- Number of mentions (hashtags)

40. - Number of followers
- Number of likes
- Number of comments
- Number of shares
- Number of profile views
- Number of followers
- Number of views
- Number of likes
- Number of comments
- Number of shares
- Number of followers
- Number of pins or repins
- Sales

41. Traffic Generation
● Using high-conversion keywords
○ Facebook: discounts, deals, local, coffee, tea, etc.
○ Twitter: retweet, follow, check out, social media, etc.
○ LinkedIn: Increased, researched, developed, etc.
● Using hashtags on Twitter, Facebook and Instagram
● Using visuals in the content such as vines, pictures and videos along with the hashtags
● Linking Youtube videos on LinkedIn increases the number of shares by 75%
● Pinterest:
○ Installing a “Pin It Button”
○ Using “Rich Pins”
○ Finding a niche within the Pinterest community and providing valuable and relevant content the
audience