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Audrey Burns, Carolina Mantilla, Nahum Tadele, Sashi Reddy Jakkula, Zhengni Liu

West Rochester

December 2, 2019

FOODLINK

SOCIAL MEDIA STRATEGY

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Executive Summary

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Executive summary

The lack of brand awareness towards curbside market

Increased brand awareness and healthy lifestyle habits

Moderate Budget required (below $3000) and 30 Days to complete proposed project

Closing down of Twitter social media profile

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Social Media Goals

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How goals align to business objectives

Business objective	Social media goal	Metric(s)
Grow the brand	Awareness (these metrics illuminate your current and potential audience)	Followers, shares, etc.
Turn customers into advocates	Engagement (these metrics show how audiences are interacting with your content)	Comments, likes, @mentions, etc.
Drive leads and sales	Conversions (these metrics demonstrate the effectiveness of your social engagement)	Website clicks, email signups, etc.
Improve customer retention	Consumer (these metrics reflect how active customers think and feel about your brand)	Testimonials, social media sentiment, etc.

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By the end of the year 2020, we will:

Key performance indicators

1	Increase the number of followers on Instagram and Facebook.
2	Foster more user engagement through content that compels users to engage with Foodlink’s social media posts on social media throughout all three social networking sites using vanity metrics.
3	Increase awareness and expand understanding of the Curbside Market to potential and repeat customers.
4	Increase engagement on social media through education on the benefits of healthy eating with interactive posts.

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Target Audience

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	Mary Sue	Chrissy	Jim
Example job title	Newly retired Worked in manufacturing assembly line for 35 years	Nurse Technician	Public Transportation Bus Driver
Needs(s)	Learn more about nutrition More access to healthy food both physical and financial	Quick, easy, and healthy food for her kids Struggles to budget herself	Providing quality food for his large family that isn’t fast food
Pain Point(s)	Limited access due to mobility issues, location, and financial status	Long shifts, limited time Financial issues	Stressed about other expenses LImited transportation
Prefered social network(s)	Facebook	Facebook Instagram Pinterest	Facebook Twitter
Unique Characteristic	Husband died, Lives alone 3 children have grown up Grandmother to 7	Single mom 2 kids Puts her kids first	Family Man 3 young children, wife stays at home, taking care of disabled grandmother
[Other characteristic, e.g. age, sex, location, etc.]	Female, 67, Henrietta NY	Female, 35, 19th Ward	Male, 45, Dutchtown
[Other characteristic]	Community is huge to her. Big part of groups, church and family	Convenience is her go to	Wants to be a good role model for his family and quit junk food.

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Competitive Analysis

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	Networks active	Number of followers	Strengths	Weaknesses	Content that resonates
Competitor # 1 Walmart	Instagram Facebook Twitter Youtube Pinterest	Instagram : 2M followers Facebook: 32M Twitter: 1M followers Youtube:378K Pinterest:10m viewers	Strong presence nationally and internationally	Their food can be pricey. They are mostly known as a retail company.	Instagram: The most likes they have on their instagram is is when they feature their products and their logo. They host polls for their customers and advertisements. Facebook: As for facebook they had a lot of engagement when it comes to sales and ads for walmart
Competitor # 2 Price Rite	Instagram Facebook	Instagram : 209 followers Facebook: 34,786	Located around the nation and is known to customers that they have fresh food for a cheap price	Their brand image is not as well known in the industry they don’t have many followers on their social media Lacking in engagement in their social media	Instagram: The most likes they get is when they show the food with their logo. In general they do not have a lot of engagement with their followers Facebook: the most engagement they receive are related to their company and their team.
Competitor # 3 Tops	Instagram Facebook Twitter	Facebook: 84k likes Instagram: 1,543 Twitter:3,364	Have coupons available for customers	Only located in three states	Instagram: the most likes they get is when they showcase their foods with the holidays like thanksgiving. Facebook: The most engagement they get is when they post about their employees and the team as well as the holiday posts. Twitter: They retweeted some of the post from foodlink! As well as other food markets on their account. Twitter is not a very active platform for Tops.

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Curbside SWOT

Strength Post are consistent. FoodLink 1-3 posts every single day involvement of the staff Post also shows the different organization that donates to them They reply back to comments Branded hashtag: Instagram- they use #Foodlinkny and #curbsidemarket Facebook and Instagram both have personalized post such as interviews with the chef or pictures with people who joined them during the events.	Weakness There isn't a chart/post to clarify other services food link is providing Twitter does not have as much engagement as FB and Insta Insta seems to have more engagement compared to all 3 platforms The users that they are trying to capture don't use any social media platform

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Curbside SWOT

Opportunity Recipes content Create a chart to explain other Foodlink services and clear up the misunderstanding Create videos to show how things work Facts and tip on eating healthy Educate on what food to eat less of or cut out of your diet	Threat Some target consumers don't use social media or might not access to a smartphone Unreliable

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Social Media Audit

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We will maintain these accounts:

Instagram

What it’s best for: it is best for advertising, connecting with their followers, and sharing photos and videos
Target audience: Younger adults, college kids
Types of content we will share: Meet our ambassadors posts, recipes, health tips and more

Facebook

What it’s best for: Sharing links, articles related to the company, and sharing pictures and videos
Target audience: Older generation, parents,
Types of content we will share: Recipes, Infographics, Health tips, vegetables facts, and more

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We will shut down the following accounts:

Twitter

Why Close? - Very low engagement per post, Only 3 Likes per tweet on average
Deprecation timeline: - Since the social media profile has low enrollment, there won't be a lengthy phase out process. Two tweets at different dates informing that curbside will be closing the twitter account along with information on how to follow curbside on other social media platforms like Facebook and Instagram account links

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Content Strategy

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Posting

The type of original content that we will create and post is:

Customer Testimonials, Meet our ambassadors, Farmers story, Who we are?, Meet out staff, We bring you the best!, A day with us, etc

The type of related content we will share is:

Healthy Food recipes, Simple home exercise guide, Food tips, Meal Habits, etc

We will post to the following channels this frequently:

Facebook - 1 post / day
Instagram - 2 posts / day

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Next Steps

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Action items

Effort to increase brand awareness and healthy lifestyle practices to the people of Rochester

We will be shutting down Twitter Account

We will focus on Facebook and Instagram to drive brand awareness