Social Media Management Plan for Panera Bread

1. A social media management plan for
Panera Bread
Stephanie Zajac
2/17/2017

2. Execu@ve Summary
Panera Bread is dedicated to serving its customers in-person
and online. Part of serving our customers means keeping up
with social media and ac@vely engaging with our followers.
Our plan for 2017 outlines a spike in engagement via Pinterest
and Instagram and building relevant content that appeals to
our target audience.
Two major strategies:
1. More engagement on Pinterest and Instagram in order to
grow our followers.
2. Encourage feedback in order to improve what is
complained about and to maintain what customers value.

3. Table of Contents
1. Social Media Assessment
2. Audience Demographics Assessment
3. Website Traffic Sources Assessment
4. Compe@tor Assessment
5. Social Media Objec@ves
6. Online Brand Persona and Voice
7. Strategies
8. Tools
9. Timing and Key Dates
10. Social Media Roles and Responsibili@es
11. Social Media Policy
12. Cri@cal Response Plan
13. Measurement and Repor@ng Results
14. Future Ac@ons

4. Social Media Assessment
Social Network URL Follower Count Avg Weekly
Ac:vity
Avg
Engagement
Rate
Facebook Link 2,928,291 4 posts/wk .05%
Instagram Link 284,000 4 posts/wk 1.8%
LinkedIn Link 55,354 1 update/yr .20%
Pinterest Link 46,669 3 posts/wk 1.7%
Twi^er Link 439,000 4 posts/wk .02%
Assessment summary: At present @me, the highest number of interac@ons per post
occurs on Instagram. Li^le to no interac@ons occur on Twi^er, but given the volume
of followers, a minimal amount of interac@ons is insignificant. The company
LinkedIn has an average amount of interac@ons per post; however, the plaaorm is
rarely used and does not reach our target audience.

5. Audience Demographics Assessment
Age
distribu:on
Gender
distribu:on
Primary
social
network
Secondary
social
network
Primary
need
Secondary
need
50% 18-30 65% Female 40%
Facebook
10% Twi^er Quick,
cheap food
op@ons
Casual
atmosphere
for
socializing
20% 31-40 35% Male 35%
Pinterest
5% LinkedIn
15% 41-55 25%
Instagram
15% 56-80
Assessment summary: Half of the survey respondents fall in the 18-30 age group,
and 65% of the respondents are females. Their primary social networks are
Facebook, Pinterest, and Instagram. Cheap, on-the-go food is a primary need for this
target audience. Advances will be made for the Pinterest and Instagram plaaorms.

6. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twi^er 1,000 unique visits 5% 2%
Facebook 10,000 unique visits 20% 1%
Instagram 2,000 unique visits 5% .6%
LinkedIn 300 unique visits 2% .3%
Pinterest 550 unique visits 3% 1.2%
Assessment summary: At this @me, Facebook is the biggest driver of traffic to our
website. Instagram and Twi^er also bring followers; however, we need to improve
both plaaorms in order to drive more traffic to the sites.

7. Compe@tor Assessment
Compe:tor Name Social Media
Profile
Strengths Weaknesses
McAlister’s Deli Facebook Catchy statuses,
strong presence,
many interac@ons.
Frequent updates
on menu changes.
Lower quality
photos.
Starbucks Facebook Unique aesthe@c.
Lots of hashtags
and videos.
Needs more photos
and updates on
menu changes.
Au Bon Pain Facebook Well-wri^en bio,
lots of photos and
videos.
Lower quality food/
not as fresh
Assessment summary: The above analysis focuses on three major compe@tors of
Panera Bread. The analysis closely examines these brands’ presence on Facebook,
given Panera’s strong presence on Facebook.

8. Social Media Objec@ves
Objec:ve #1: Increased
brand awareness through
increased retweets/shares
on TwiRer and Pinterest.
Pinterest posts such as
this one are successful in
appealing to our target
audience: young, working
mothers, families, and
students living on a
budget. Panera makes
orders customizable, so
we will use Pinterest to
showcase that to our
target audience.

9. Social Media Objec@ves (con@nued)
Objec:ve #2: Increase Instagram
followers by 4,000 in 6 months.
This is one of
Panera’s appeals.
The restaurants
are casual and
suitable for sit-
down or to-go
op@ons. We will
use Instagram to
adver@se this. We
will increase
engagement with
trendy blogs in
order to increase
followers.

10. Social Media Objec@ves (con@nued)
Objec:ve #3: Increase the volume
of visual content published on
Instagram and Pinterest by 25% in 2
months.
Both Instagram
and Pinterest are
the top social
media plaDorms
for our target
audience. We will
increase the
volume of content
published on both
of these.

11. KPIs and Key Messages
KPIs:
• Number of Instagram followers
• Number of Pinterest followers
• Number of posts to Instagram and Pinterest
• Sen@ment analysis
• Customer feedback analysis
Key Message:
Live consciously, eat
deliciously

12. Online Brand Persona and Voice
Adjec@ves that describe
our brand:
• Trendy
• Customizable
• Comfor@ng
When interac@ng with
customers we are:
• Friendly
• Posi@ve
• Helpful

13. Strategies
Paid:
-Every Monday, create 2-3 posts that will be boosted the following weekend. The following Saturday, boost the post
with the highest amount of interac@ons.
Owned:
-Promote hashtag usage across all social media plaaorms, and engage followers in the Panera snapchat for flash deals.
-Encourage followers to post Panera-related pictures to their social media plaaorms in exchange for an entrance into a
contest. This will promote the brand and reward loyal customers.
Earned:
-Reach out to health/wellness bloggers to promote Panera’s healthy op@ons.
-Monitor Instagram and Twi^er for these keywords: Panera, healthy living, you pick two.
Usage of
Panera
hashtag.
Men@oning other people/
accounts to boost viewership

14. Tools
Approved Tools
- Hootsuite
- Radian6
- ViralHeat
Rejected Tools
- uberVU
Exis@ng
Subscrip@ons/
Licenses
- Vimeo
- Photoshop

15. Holiday Dates
- Mardi Gras
- St. Patrick’s Day
- Labor Day
- Easter weekend
Timing and Key Dates
Internal Events:
March 2nd and 3rd:
Dona@ons drive for animal
shelter
April 13th and 14th: Food
catering to Sorority Row
Repor@ng Dates:
Repor@ng will occur bi-
monthly, beginning in
January. Repor@ng date
will fall on the last day of
the month.

16. Social Media Roles and Responsibili@es
• Chairman and CEO: Ron Shaich
• Marke@ng Director: Dacia Henshaw
• Social Media Manager: Ma^ Warren

17. Social Media Policy
Panera Bread is dedicated to serving its customers in every way possible. This can be
done with the help of social media, which is designed to provide informa@on to our
customers in an easy, reachable way. Panera Bread will encourage and incen@vize
customers to provide feedback, so that the company can constantly be improving
itself. We strive to maintain a happy and ac@ve social media environment for all
customers. This can be done by complying to the following guidelines:
• Communicate with punctuality and efficiency.
• Use word of mouth to gain social media support.
• Always be op@mis@c and helpful.
• Engage with the audience -- ask lots of ques@ons and promote feedback!
• Don’t be defensive. The customer is always our main priority.
• Avoid use of slang and try to keep everything professional.
• Show your love for Panera!

18. Cri@cal Response Plan
Scenario 1: Influx of complaints about poor management at
several Panera Bread loca@ons – complaints arise via Twi^er.
1. Alert Ma^ Warren (Social Media Manager) with a screenshot of some of the tweets.
2. Dacia Henshaw (Marke@ng Director) and her team organizes a generic, but apologe@c
response to the tweets.
3. Individual workers on the marke@ng teams will treat this as a customer service emergency.
Dacia sends out generic response tweet to individuals on the team.
4. Individuals tailor the response tweet to each individual customer’s needs. Respond quickly.
5. Dacia Henshaw and/or Ma^ Warren target and consult individual Panera restaurants that
have received nega@ve feedback and schedule management mee@ngs.
Pre-approved messaging for generic tweet: We’re sorry to hear your experience at Panera has
been unsa@sfactory. We are currently consul@ng the management team at ____ branch for
further inves@ga@on. You will be compensated for your less-than-sa@sfactory experience.
Note: This message must be tailored to each customer’s tweet.

19. Cri@cal Response Plan (con@nued)
Scenario 2: Food poisoning from avocados at
mul@ple Panera Bread loca@ons.
1. Send crew to alert Ron (Owner) and Ma^ (Social Media Manager).
2. Ma^ to develop plan with his team. Evaluate how many social media men@ons and how
many loca@ons have been affected.
3. Marke@ng team sends out responses to the complaints.
4. Ma^ and team come up with a complementary giq to compensate for the bad avocados.
5. Ron sends out apology video via Facebook, Twi^er, and Instagram, including a free coupon
for all customers.
6. Marke@ng team emphasizes apprecia@on for customers’ loyalty to Panera.
7. Ma^ con@nues to monitor social media men@ons.
8. Begin inves@ga@on for be^er place to buy avocados. Un@l then, no more avocados on the
menu.
Pre-approved messaging: None for this scenario.

20. Measurement and Repor@ng Results
Quan@ta@ve KPIs:
• Number of Instagram followers
• Number of Pinterest followers
• Number of posts to Instagram and Pinterest
Qualita@ve KPIs:
• Sen@ment analysis
• Feedback from customers Source Volume % overall
traffic
Conversion
Rate
Instagram 1000 unique
visits + 18%
growth
15% 2.4%
Pinterest 3000 unique
visits + 20%
growth
20% 1.6%
Facebook 500 unique
visits + 7%
growth
9% 2.0%
Website Traffic Sources Assessment

21. Measurement and Repor@ng Results
(con@nued)
Social Network Data
Social
network
URL Follower
count
Average
weekly
ac:vity
Engagement
rate
Instagram Here 285,000 10 posts/
wk
8%
Pinterest Here 46,700 8 posts/wk 6%
Facebook Here 2,929,000 7 posts/wk 7%
Our Instagram following has grown by 1000 followers within the past 4
months. Our pinterest following has grown by 60 followers within the past 4
months. Our facebook following has grown by 550 followers within the past 4
months. We surpassed our goals, and we will con@nue to gain followers by
increasing the amount of posts per week.

22. Measurement and Repor@ng Results
(con@nued)
Qualita@ve KPIs- sen@ment analysis:
• Posi@ve feedback via Twi^er, Instagram, and Pinterest
• Marke@ng team has followed men@ons of Panera and
has con@nuously retweeted customers’ Panera posts
• Biggest driver of nega@ve sen@ment: concerns related
to individual Panera management. Will conduct more
management workshops to avoid this.
• Biggest driver of posi@ve sen@ment: high-quality
customer service via social media plaaorms.

23. Future Ac@ons
• Develop and implement ac@ve Snapchat for
Panera. Snapchat will offer flash deals and will
keep millennials updated on new happenings/
events.
• Con@nue catering to clubs/organiza@ons/
sorori@es and fraterni@es
• Further develop LinkedIn and gain followers/
possible future employees

24. Live Consciously, Eat Deliciously.
Thank you!