Chick-Fil-A Social Media Plan by Kylie Johnson. UFSMM.

1. Chick-Fil-A
Kylie Johnson, Feb. 16, 2017

2. Table of Contents
• Cover Page
• Table of Contents
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. Executive Summary
• Our major social media priorities for 2017 will be growing our online
presence.
• The primary focus will be to drive more traffic to our website through our
social media outlets by sharing original content posts more consistently.
• Two major social strategies will support this objective:
• 1. Increase the volume of original content we publish on our social profiles, especially
Twitter.
• 2. A plan to increase the consistency of content we publish.

4. Social Media Audit
• The following is an audit of Chick-Fil-A Inc. social media presence to date.
It includes an assessment of social networks, web traffic, audience
demographics, and a competitor analysis.

5. Social Media Assessment
Social
Network
URL Follower
Count
Avg
Weekly
Activity
Avg
Engagem
ent Rate
Facebook Facebook.c
om/Chickf
ilA
7,654,349 3 posts per
week
11%
Twitter Twitter.co
m/Chickfil
a
795.1K 100 per day
(mostly
replies)
6%
Instagram Instagram.c
om/chickfi
la
635K 3 posts per
week
4%
• Data as of February 16, 2017
• Social Media Assessment: At present
time, the highest number of interactions
per post occurs on Facebook, followed
by Twitter.

6. Website Traffic Sources
Assessment
• Timeframe: Monthly average, August
2016 to January 2017
• Traffic Summary: Currently, Facebook
is the biggest driver of traffic to our
website. The conversion rate (conversion
goal = orders made online)
Source Volume % of
Overall
Traffic
Conversion
Rate
Facebook 3000 unique
visits
20% 2%
Twitter 1000 unique
visits
5% 3%
Instagram NO DATA NO DATA NO DATA

7. Audience Demographics Assessment
• Survey distributed in January via email and upon visitor registration. Total applicant responses: 1500
• An overwhelming majority of survey respondents are in the 18-30 age group. Facebook and Instagram are
their core social networks. Healthy, fast good are primary motivators for eating at Chick-Fil-A. Energies
should be dedicated to further develop Facebook content and engagement.
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
70% 18-30
20% 31-40
5% 41-55
5% 56-80
60% Female
40% Male
60% Facebook
30% Instagram
10% Twitter
50% Facebook
35% Instagram
15% Twitter
Fast food Customer
Service

8. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
KFC FB: KFC Frequent, well branded
posts. Replies to
comments often.
Low engagement. Most
posts are ads.
Popeyes Instagram:
popeyeslouisianakitchen
Uses photos to
showcase how “finger-
lickin’ good” their food
is.
Inconsistent posting.
Not a lot of interaction.
Sonic TW: sonicdrivein Good mix of original
content and replies.
Needs to build up their
following.

9. Social Media Objectives
• In 2017, the primary focus of our social media strategy will be to drive more traffic to our
website through our social media outlets. In order to do so, our social media priorities will be
growing our online following by consistently posting more original content.
• Some specific objectives include:
• 1. Increase unique visitors from social properties to website by 30% in 6 months.
• Increased brand awareness through increased interactions on Facebook.
• Increased use of brand hashtags across all social platforms
• 2. Increase Instagram followers by 200K in 6 months.
• 3. Increase volume of original content published on Twitter by 40% in 6 months.

10. Social Media Objectives
Demographic Representation

11. KPIs and Key Messages
KPIs
1. Number of unique visitors from
Facebook, Twitter and Instagram
2. Number of interactions on
Facebook
3. Number of Instagram followers
4. Sentiment Analysis
Key Messages
• Fast and family friendly
• Hospitality

12. Online Brand Persona and Voice
Adjectives that describe our brand:
• Positive
• Family-friendly
When interacting with customers we
are:
• Cheerful
• Friendly
• Personable

13. Strategies and Tools
Strategies
• Paid:
• Boost one popular Facebook post every week
• Purchase Instagram sponsored ads
• Owned:
• Follow a social media content calendar
• Introduce #EatMoreChicken to company Twitter posts. Encourage
adoption by customers and source a minimum of 3 pieces of user-
generated content to RT per week
• Earned:
• Optimize SEO by monitoring Twitter for keywords and terms:
chicken, cow, cows, fastfood, sandwich, biscuit
Tools
• Approved Tools:
• Buffer
• Hootsuite
• Rejected Tools:
• N/A
• Existing Subscriptions/Licenses:
• N/A

14. Timing and Key Dates
Holiday Dates:
• New Year’s
• Valentine’s Day
• Easter
• St. Patrick’s Day
• Fourth of July
• Halloween
• Christmas
Internal Events:
• Cow Appreciation Day
Reporting Events:
• Reporting events will happen at the
beginning of every quarter

15. Social Media Roles and Responsibilities
Marketing Director – Steven A Robinson
Social Media Manager – Andrew Bryan
Social Media Coordinator –Steve Zaroff
Supporting Social Media Team Members –
Neil Frauenglass and Veronica Bertran

16. Social Media Policy
• Be helpful to customers
• Respond to any comments/messages in a timely manner
• Do not post any negativity
• If you aren’t sure if you can post something, ask before you post.
• Be polite
• Use common sense

17. Critical Response Plan
Scenario One: A social profile is hacked from the outside.
Action Plan
1. When post is detected:
• Delete post and alert Andrew Bryan. Andrew will then change all social media account passwords.
2. Pause and reevaluate all scheduled posts. Prescheduled posts may not set the right tone.
3. Push pre-approved message to social platforms.
Pre-approved message: “We apologize for the mess that has been created. We have unfortunately been
hacked. We are working hard to resolve this as soon as possible. Thank you for your patience.”

18. Critical Response Plan
Scenario Two: inappropriate post from Chick-Fil-A (on any platform)
Action Plan
1. When post is detected:
• Screenshot post, Delete post, Alert Andrew Bryan (Social Media Manager) If you cannot reach Andrew, alert Steven Robinson (Marketing
Director)
2. Executives will sync to assess impact and reach, and discuss further plan of action
3. Executives will develop a follow up post, approved by Steven.
4. Andrew and Steven will then find employee responsible for post and determine further action and discipline, if needed.

19. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 3 months
Data as of May 15th, 2017
• Website Traffic Sources
Assessment
• Timeframe: Monthly average,
February 2017 to April 2017
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 4000 unique
visits (+10%
growth)
12% 3%
Twitter 1,250 unique
visits (+12%
growth)
27% 2%
Instagram NO DATA NO DATA NO DATA

20. Measurement and Reporting Results
Social Network Data. Timeframe: as of April 1st, 2017
• Projected growth for our objectives are all on track. While the average weekly activity stayed the same, the amount
of original content increased by 20%.
Social Network URL Follower Count Avg Weekly
Activity
Engagement
Rate
Facebook Facebook.com/chi
ckfila
8,500,000 (+10%
growth)
Once a day 13%
Twitter Twitter.com/chick
fila
900K (+12%
growth)
100 posts per day
(no change)
9%
Instagram Instagram.com/chi
ckfila
750K (+12%
growth)
6 posts per week 6%

21. Measurement and Reporting Results
#EatMoreChicken Hashtag Performance
• Between February 1st, 2017 and May 1st, 2017 the hashtag was mentioned on
Twitter 345k times.
• About 300 posts published with the hashtag yielded higher than average
numbers of reply interactions.

22. Measurement and Reporting Results
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Twitter posts, and 100 Instagram
posts revealed the following:
• The biggest driver of positive sentiment is related to customer service. Most including
stories and photos of their experience.
• The biggest topic of negative sentiment is related to the company’s beliefs and religion.