A social media Strategy I made for my #UFSMM class.

1. Social Media Strategy

2. Table of Content
1. Executive Summary May2017
2. Social Media Audit
-Social Media Assessment May 2017
-Traffic Source Assessment
-Customer Demographic Assessment January 2017- May 2017
-Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Policy
8. Critical Response Plan
9. Measurement and Reporting Results May 2017

3. Executive Summary
• Our major social media priorities for 2017 will be increasing customer
satisfaction rating to 90%
• The primary goal is to engage with customers through our website
and social media channels to completely satisfy our customers.
• 2 Major Social Strategies will support this objective
• Increase engagement on Twitter & Facebook
• Encourage conversation & User generated Content

4. Social Media Audit
• The following is an audit of Wendy's social media presence to date. It
includes an assessment of all social networks, web traffic, audience
demographics, and a competitor analysis.

5. Social Media Assessment
At present the highest amount of interactions per post are on Twitter.
Little or no interaction is on Linkedin.
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter https://twitter.com/Wendys 1.86 Million 5 Posts 65%
Facebook https://www.facebook.com/wendys/ 8.35 Million 8 Posts 30%
Instagram https://www.instagram.com/wendys/525K 2 Posts 15%
Linkedin https://www.linkedin.com/company/wendys-international32.4K 1 Posts 5%

6. Website Traffic Source Assessment
• At present time, Twitter is by far the biggest driver of traffic to our
website.
Source Volume % of Overall Traffic Conversion Rate
Twitter 15,000 Uniqe Visits 70% 30%
Facebook 10,000 Uniqe Visits 35% 10%
Instagram 5,000 Unique Visits 5% 2%
Linkedin 1,000 Uniqe Visits 1% 0.50%

7. Audience Demographic Assessment
People the age from 18-30 are more likely to eat at Wendy’s. Twitter is
the main social media channel they use. These people like to eat at Fast
Food Restaurants.
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
50% 18-30 65% Males 65% Twitter 65% Facebook Likes to eat out at fast Likes to eat at Fast
30% 31-40 45% Females 35% Facebook 25% Instagram food restaurants Casual resturants.
20% 41-55 10% Instagram 10% Linkedin
10% 56+

8. Competitor Assessment
The above analysis are Wendy’s two biggest competitors. Our brand has strong
engagements with our customers compared to the competition. Our goal is to
increase our market share by continuing to build a strong brand.

9. Social Media Objectives
• In 2017 the primary focus of our social media strategy is to engage
with our dissatisfied customers on social media. In order to gain a
larger audience we will need to grow our online following to be sure
all of our customers are connecting with us.
• Specific Objectives include
• Increase following of each Social Media channel by 10%
• Have a 10% increase in engagement rate overall.
• Increase LinkedIn & Instagram post activity
• Add more visual and relative content to posts

10. Online Brand and Persona
• Adjectives that describe our brand
• Premium
• Friendly
• Quick
• Fresh
• Bold
When interacting with customers we are
• Solution- Oriented
• Helpful
• Postitive

11. Strategies and Tools
• Paid
• Every week boost Instagram ad’s at the beginning of the week. The post must
have over 1,000 likes and 100 comments.
• Owned
• Start using #WendysFriendly on all social media platforms to work toward
objective. Encourage followers to use the hashtag with competitions and
sweepstakes. We want all of our followers to use this hashtag whenever they
are purchasing our product.
• Earned
• We will use Hootsuite to monitor any positive or negative keywords about our
brand.

12. Strategies and Tools
• Tools
• Hootsuite
• Buffer
• Adobe Creative Cloud
• Canva
• Infographics
• Microsoft Program

13. Timing and Key Dates
Holidays Dates
• Martin Luther King Jr Day
• Presidents Day
• Spring Break
• Memorial Day
• 4th of July
• Labor Day
• Halloween
International Dates
-Health Awareness Week
-Earth Day
Reporting Dates
- Reporting will occur once a
quarter in March, June, August, and
December

14. Social Media Roles and Resonsonsibilities
• Marketing Director –Perry Bird
• Social Media Manager – James Barden
• Social Media Coordinator – Lebron Jones
Supporting Social Media Team Members
• Dwayne Rode (Social Ad Support)
• Stephan Furry ( Customer Support)

15. Social Media Policy
• Social media is going to be the main focus. We want to engage with our
followers in a meaningful and respectful manner. Our goal is to satisfy
every customer in anyway we can. As an employee of Wendy’s you will
demonstrate world class customer service. The message that we are trying
to spread to our audience is 100% satisfaction. These simple guidelines will
help you along your journey.
• Re Respectful
• Follow all protocol
• Don’t be afraid to get creative
• Never use company accounts for personal reason
• Never leave a customer unsatisfied unless necessary (Read in handbook)

16. Critical Response Plan
Scenario One- Social media accounts are compromised
1. When posts are unauthorized by any employees immediately take
screenshots and notify Social Media Manager
2. Change password to all social media accounts.
3. Assess the potential damage the posts have caused.
4. Apologize to your audience for the breach and assure them it won’t
happen again. (Sorry for the posts, our accounts were breached)
5. Notify authorities to find hacker
6. Hold team meeting to discuss better security measures

17. Critical Response Plan
• Scenario two- Customer Complaint about Wendy’s
1. Approach the problem calmly and ask what we can do to help.
(Sorry about your situation ma’am What can I do to better your
situation)
2. Ask the customer to directly message the account
3. Help the situation by offer solutions
4. Your approved for most requests that will guarantee our customers
are satisfied.

18. Measurement and Reporting
Quantitative KPIs
Reporting Period 3 Months
Data as of September 1, 2017
Website Traffic Source Assessment

19. Social Network Data
• Timeframe as of September 1, 2017
• Twitter has doubled its average weekly posts.
• LinkedIn has made the most significant improvement.
• Instagram has gained the most followers.
• Current social media team has done a great job.

20. Sentiment Analysis
• An analysis of the interactions of 100 Facebook posts, 100 Instagram
posts, and 100 Tweets.
• Our findings conclude that customer are more satisfied with our brand then
before we began to make these adjustments.
• Customers feel better connected to the company knowing someone is
listening.
• Customers biggest disappointment was restaurant wait times for there order.
• Our complaints have reached a record low of only 120K.

21. Performance of other tools
• Hootsuite and Buffer have been an effective tool during this time.
• It allowed us to save time tweeting campaign material
• Allowed us to gauge the effectiveness of certain media outlets.