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Social Media Strategy: Philz Coffee

JP Rastrullo
JP Rastrullo

Students from San Jose State University's Social Business Strategies Class taught by industry leader and SVP of Social Business Planning at Edelman Digital, Michael Brito, put together a comprehensive social media strategy for a local coffee boutique, Philz Coffee. In this strategy we outline our goals, strategies, and tactics using social media to achieve real business goals. You can find us on Twitter: JP Rastrullo @jprastrullo Jessica Altura @jmaltura Megan Andres @CyberMegan Rafael Ochoa @squinte6 Jayme Sy @jaymebiancasy Cheryl Pascual @waytoChe Hannah Keirns @hannbears http://www.youtube.com/watch?v=EjEdHdcuEWU

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Social Media Strategy
Our mission is to increase brand awareness, enhance the brand experience, and amplify the share of voice of Philz Coffee in the Bay Area
Goals & Objectives
to increase the volume of share of voice 25% by the end of the fiscal year
To increase brand awareness by 65% by the end of the quarter.
To unify the Philz Coffee brand presence by the end of the quarter
Strategies
Utilize employees to amplify brand experience
Utilize community engagement platforms to increase brand awareness
Apply the Hub-and-Spoke organizational model to the Philz Coffee brand
Engage with influencers and advocates to promote the brand
Tactics
employees will participate in social media by adding music to the Philz Coffee Spotify playlist
Utilze platforms such as Fancorps and Instagram to encourage community involvement and amiplify the brand experience
Designate a social media team under a social media policy
Find and engage with online influencers and the communites they operate in by using social listening software
Create social media policies to address employee behavior when engaging online
Train employees on how to blog, use Twitter, and be conversational when interacting in the community
Practice basic community management to monitor content and facilitate conversations
Social Media Response Process Assess Assess IS THE S OC IAL M EDIA Venting Customer P OST P OS ITIVE OR Collaborative Customer Uses social media to make Uses social media platforms to complain. B ALANCE D? suggestions using @mention. A response might not be necessary. In Add to list for future product many cases they are seeking attention launches and promotions. from their network. No Yes Evaluate Passive Customer Customer Advocate In need of customer support, but isn't Talks about a product actively seeking a response Uses #fail hashtag Evaluate even if he or she is ignored. Recognize advocates Invite to private Contact customer directly to fix problem. communities Ask for specific feedback. C USTO MER T YPE Used-to-Be Customer {&{ Future Customer New or current customers Respond Uses social media to express angry review of company or product. seeking advice from social networks. Proactively reach out and offer Engage customer directly by letting complimentary promotion. Respond them know of new products/promos DO YOU R ESPOND ?
Sample Content It's hump Wednesday. What Philz blend gets you through the day? #philzaday Get an iced mint mijito while it's still hot out at your favorite Philz location. INSTAGRAM LINK In case you missed open mic last night, watch our exclusive video of all of the performances!
18% Barefoot 45% Blue Bottle Share of Voice on News, Blogs, Philz 37% and Twitter Forums,
Summary
@jprastrullo @jmaltura M e e t @cybermegan @squinte6 t h e @jaymebiancasy @waytoche @hannbears T e a m
Social Media Strategy: Philz Coffee
Social Media Strategy
Social Media Strategy

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Social Media Strategy: Philz Coffee

  • 2. Our mission is to increase brand awareness, enhance the brand experience, and amplify the share of voice of Philz Coffee in the Bay Area
  • 4. to increase the volume of share of voice 25% by the end of the fiscal year
  • 5. To increase brand awareness by 65% by the end of the quarter.
  • 6. To unify the Philz Coffee brand presence by the end of the quarter
  • 8. Utilize employees to amplify brand experience
  • 9. Utilize community engagement platforms to increase brand awareness
  • 10. Apply the Hub-and-Spoke organizational model to the Philz Coffee brand
  • 11. Engage with influencers and advocates to promote the brand
  • 13. employees will participate in social media by adding music to the Philz Coffee Spotify playlist
  • 14. Utilze platforms such as Fancorps and Instagram to encourage community involvement and amiplify the brand experience
  • 15. Designate a social media team under a social media policy
  • 16. Find and engage with online influencers and the communites they operate in by using social listening software
  • 17. Create social media policies to address employee behavior when engaging online
  • 18. Train employees on how to blog, use Twitter, and be conversational when interacting in the community
  • 19. Practice basic community management to monitor content and facilitate conversations
  • 20. Social Media Response Process Assess Assess IS THE S OC IAL M EDIA Venting Customer P OST P OS ITIVE OR Collaborative Customer Uses social media to make Uses social media platforms to complain. B ALANCE D? suggestions using @mention. A response might not be necessary. In Add to list for future product many cases they are seeking attention launches and promotions. from their network. No Yes Evaluate Passive Customer Customer Advocate In need of customer support, but isn't Talks about a product actively seeking a response Uses #fail hashtag Evaluate even if he or she is ignored. Recognize advocates Invite to private Contact customer directly to fix problem. communities Ask for specific feedback. C USTO MER T YPE Used-to-Be Customer {&{ Future Customer New or current customers Respond Uses social media to express angry review of company or product. seeking advice from social networks. Proactively reach out and offer Engage customer directly by letting complimentary promotion. Respond them know of new products/promos DO YOU R ESPOND ?
  • 21. Sample Content It's hump Wednesday. What Philz blend gets you through the day? #philzaday Get an iced mint mijito while it's still hot out at your favorite Philz location. INSTAGRAM LINK In case you missed open mic last night, watch our exclusive video of all of the performances!
  • 22. 18% Barefoot 45% Blue Bottle Share of Voice on News, Blogs, Philz 37% and Twitter Forums,
  • 24. @jprastrullo @jmaltura M e e t @cybermegan @squinte6 t h e @jaymebiancasy @waytoche @hannbears T e a m