This is a social media strategy for PUR3622 at the University of Florida.

1. Know Where
Coffee Social
Media Strategy
October 2, 2016
Victoria Najmy

2. Table of Contents
1. Executive Summary
2 – 5. Social Media Audit
6 - 8. Social Media Objectives
9 – 11. Online Brand Persona and Voice
12. Strategies and Tools
13. Timing and Key Dates
14. Social Media Roles and Responsibilities
15. Social Media Policy
16. Critical Response Plan
17 – 19. Measurement and Reporting Results

3. Executive Summary
Our social media goals are to increase our following and and engagement across all platforms. Our
main goal is to grow awareness of our shop through social media to drive customers into the store.
To accomplish our goals we will:
1. Encourage conversations on our profiles
2. Post at effective times of the day
3. Post effective content

4. Social Media Audit
As of September 30, 2016
Social
Network URL
Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook
facebook.com/Know
WhereCoffee 1,3447 posts per week <1%
Twitter
twitter.com/KnowW
hereCoffee 3411 post per week <1%
Instagram
instagram.com/Know
WhereCoffee 13563 posts per week 1%
Social Media Assessment
Assessment:
Currently, the highest interaction is on Instagram based on follower ratio. Very
little interaction is happening on all of the platforms and increasing engagement on
all of them should be addressed moving forward.

5. Source Volume % of Overall Traffic Conversion Rate
Facebook 300 unique visits 5% 3.5%
Twitter 50 unique visits 1% 1%
Instagram 100 unique visits 2% 1.5%
Website Traffic Sources Assessment
Assessment:
Currently, Facebook is the biggest driver of traffic to the website. Moving forward
we plan to increase traffic to website via all platforms.

6. Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need Secondary Need
80% 18-30 70% Female Instagram Facebook
Place to study.
Doing something
trendy.
Morning/afternoo
n pick-me-up.
10% 41-70 30% Male Twitter Facebook
Daily coffee.
Between teaching
treat.
On-the—go treat.
5% 31-40 Facebook Twitter Daily coffee. None
Audience Demographics Assessment
Assessment:
A very large majority of females visit the coffee shop compared to males. We plan
to reach out to males via all social platforms.

7. Competitor Name Social Media Profile Strengths Weaknesses
Pascals @pascalscoffee
More likes on
Facebook. Location.
High foot traffic. Posi
Positive words of
mouth. Low interaction.
Starbucks @starbucks
National company
with loyal customers. No hometown feel.
Maude's @maudescafe
Positive word of
mouth.
Little to no
engagement. No
instagram.
Competitors Assessment
Assessment:
The biggest competitor is Pascal’s Coffeehouse because of their location and
positive word of mouth. Starbucks is also a big competitor because it is so well
known, but may attract a different type of customer. Maude’s Cafe is a competitor,
but the shop is so far from campus that the foot traffic is not the same.

8. Social Media Objectives
Our primary focus social is to increase our following and and engagement across all platforms.
Our main goal is to grow awareness of our shop through social media to drive customers into the
store.
Specific Objectives:
1. Increase engagement on Twitter by 30%
a. Increase brand persona by interacting with customers
2. Increase engagement on Instagram by 20%
a. Increase traffic by using hashtags and promotions
3. Increase engagement on Facebook by 50%
a. Increase brand awareness by using Facebook ads
b. Increase brand persona by interacting with customers
4. Increase volume of video content on Facebook

9. Target Audience
Millennial University of Florida Students ages 18-34.

10. KPIs
1. Engagement and followers on all
platforms
2. Social Network Data
3. Website traffic
4. Sentiment Analysis
Key Messages
1. A chill spot to hang out with
friends and drink quality coffee
2. A relaxing haven to study
3. Trendy and hip

11. Online Brand Persona
Brand Words:
• Warm
• Chill
• Trendy
• Hipster
• Earthy
• Relaxing
• High quality
When interacting with customers:
• Fun
• Friendly
• Aware of fads

14. Strategies and Tools
Paid
• Influencers
• Boost posts
Earned
• Respond to posts
Owned
• Introduce hashtag
Approved Tools
• Hootsuite
• Adobe Suite

15. Timing and Key Dates
Key Dates
• Exam week
• Homecoming week
• First week from break
• National coffee day
Lead Time
• 2 to 3 weeks prior to
campaign
Reporting Date
• Once a quarter in
February, May, August
and November

16. Social Media Roles
Social Media Director: Victoria Najmy
Responsibilities: Develop social media strategy and assign roles. Respond to
issues that arise.
Social Media Manager: Megan Smith
Responsibilities: Work with Social Media Coordinator to implement strategy
and measure engagement
Social Media Coordinator: Nathan Marshall
Responsibilities: Carry out strategy by posting

17. Social Media Policy
Social media is a part of us and our customer base. We use it to spread messages, interact with our
customers and give updates about our plans. As an employee you are expected to demonstrate etiquette
and follow these best practices:
1. Best respectful
2. Be polite
3. Solve problems
4. Act helpful and courteous
5. Answer all questions and concerns in a timely manner
6. Never demean the competition
Violation of the Know Where Coffee social policy may result in termination or legal action.

18. Critical Response Plan
Scenario 1: Inappropriate post from Know Where
Coffee
1. When tweet is detected
a. Take a screenshot
b. Delete post
c. Alert Victoria Najmy (Social Media
Director)
2. Victoria will take action to respond to the
post, address the situation internally and
report to media if necessary.
Scenario 2: Inappropriate post from follower to
Know Where Coffee
1. When tweet is detected
a. Take a screenshot
b. Alert Victoria Najmy (Social Media
Director)
2. Victoria will take action to respond to the
tweet, address the situation internally and
report to media if necessary.
All issues regarding social media will be handled by the Social Media Director, Victoria Najmy and
addressed according to her discretion.

19. Measurement and Reporting Results
As of December 1, 2016
Source URL Follower Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook
facebook.com/Know
WhereCoffee
3,000
+123% growth 15 posts per week 20%
Twitter
twitter.com/KnowW
hereCoffee
400
+17% growth 10 posts per week 12%
Instagram
instagram.com/Know
WhereCoffee
2,005
+47% growth 5 posts per week
10%
Social Network Date

20. Source Volume % of Overall Traffic Conversion Rate
Facebook
400 unique visits
+33% growth 30% 10%
Twitter
60 unique visits
+2%growth
5% 2.3%
Instagram
150 unique visits
+5% growth 10% 5%
Website Traffic Sources Assessment
Assessment:
All platforms increased following and engagement levels. Our social team has done a great job of
monitoring the profiles and posting engaging content at appropriate times. Facebook has been the
best outlet for us and we will continue to push Facebook ads.

21. Sentiment Analysis
An analysis of the posts and interactions on 100 Facebook posts, 100 Instagram posts and
100 tweets revealed the following:
1. The best time of day to post is in the morning and between 3pm – 6pm
2. Engaging with followers on their accounts encourages them to engage on our accounts
3. The biggest negative sentiment is related to menu selection
Proposed Action Items
1. Consider #iKNOWmycup campaign to encourage customers to post pictures of his or
her coffee and they will be entered into a drawing to win free coffee every day during
exam week
2. Create signage to promote social accounts
3. Encourage employees to interact on social accounts