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    Aramark Fall 2017 Social Media Strategy

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    The document outlines a social media strategy for Aramark at the University of Calgary. It discusses establishing goals, auditing current social profiles, developing a content strategy, measuring progress, and refining the strategy based on learnings. The strategy focuses on aligning social goals to business goals, identifying target audiences, and creating and analyzing a content calendar.

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    Aramark Fall 2017 Social Media Strategy

    Uploaded by

    api-348247289
    86 views22 pages
    The document outlines a social media strategy for Aramark at the University of Calgary. It discusses establishing goals, auditing current social profiles, developing a content strategy, measuring progress, and refining the strategy based on learnings. The strategy focuses on aligning social goals to business goals, identifying target audiences, and creating and analyzing a content calendar.

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    The document outlines a social media strategy for Aramark at the University of Calgary. It discusses establishing goals, auditing current social profiles, developing a content strategy, measuring progress, and refining the strategy based on learnings. The strategy focuses on aligning social goals to business goals, identifying target audiences, and creating and analyzing a content calendar.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    86 views22 pages

    Aramark Fall 2017 Social Media Strategy

    Uploaded by

    api-348247289
    The document outlines a social media strategy for Aramark at the University of Calgary. It discusses establishing goals, auditing current social profiles, developing a content strategy, measuring progress, and refining the strategy based on learnings. The strategy focuses on aligning social goals to business goals, identifying target audiences, and creating and analyzing a content calendar.

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    Social Media Strategy

    A R A M A R K : U N I V E R S I T Y O F C A L G A RY
    B R I T TA N Y P R I M R O S E , M A R K E T I N G C O O R D I N ATO R
    Table of Contents
    Establish SMART social media goals

    Audit your social media presence

    Develop a content strategy

    Measure your progress

    Refine your strategy


    Aligning Social Goals to Business
    Goals
    Business Social Goals
    Goals
    Brand Reach
    Awareness Consumption
    Thought Shares, Likes,
    Leadership Retweets
    Word of Mouth Actions
    Leads Conversion
    Sales
    Aramarks Social Media Goals
    Goal #1: By August 1, I will create a social media strategy based on the best practices
    guidebook to ensure that customers clearly understand our messaging as a company
    and use our content to help make purchase decisions.
    Goal #2: By September 1, I will create a weekly content stream of 10 tweets, 5
    Instagram posts and 10 Facebook posts to help increase the awareness of our
    company through social media
    Goal #3: At the end of each month, beginning September 30, I will dedicate time to
    analyzing social media results through the use of Hootsuite, Postreach, SproutSocial
    and Facebook Insights to further improve our brand awareness and reach.
    Goal #4: By January 1, I will increase content sharing and commenting by 10% through
    the use of opt-in incentives and contests in order to increase our brand awareness and
    reach.
    Audit of Aramarks Social Presence
    Social Media URL Followers Late Date
    Sites Modified
    Instagram https://www.instag 289 June 8, 2017
    ram.com/aramark
    ucalgary/

    Facebook https://www.faceb 31 Likes March 28, 2017


    ook.com/Aramark
    UCalgary/?fref=nf

    Twitter https://twitter.com/ 107 April 10, 2017


    aramarkucalgary?
    lang=en
    Target Audience: Best Practices Guide
    Target Audience: UCalgary

    1st Year Demographics


    5,994 full time students
    Based on 2015 numbers
    Primary target audience
    18 22 years old
    Target Audience: UCalgary

    1st Year Demographics


    756 part time students
    Based on 2015 numbers
    Secondary target audience
    18 22 years old
    Target Audience: Getting Social
    Target Audience: Gen Z Social Usage
    57% say that
    Average Facebook has a
    attention span is place in the
    8 seconds, social media
    emphasis on Facebook space for their
    Instagram
    high quality 57% generation
    52%
    photos

    Pinterest Twitter 79% use


    15% 34% Facebook for as
    Primarily women, a video
    Do It Yourself destination
    (DIY) content

    Used multiple times per day


    Know Your Competition

    Competition lacks social media


    presence

    According to pricing comparison,


    we are fairly priced

    We also have meal plan


    advantage for 1st year students
    Social Content Strategy

    Use the social media content rule of thirds:

    of content promotes business and converts


    audience
    of content shares ideas and stories from
    thought leaders
    is original brand content
    Develop Aramarks Content Strategy
    Original Content

    Original Content Social Media

    Shared Content:

    Shared Content Social Media

    We will post to the following channels this frequently:

    Instagram/1-2 times per day


    Facebook/2-3 times per day
    Twitter/ 2-3 times per day
    Develop Aramarks Content Strategy
    Our audiences: Millennials (Gen Z)

    Editorial Calendar (maps out content release): Editorial Calendar Fall 2017

    Social media content calendar (maps out promotion plan): Content Calendar Fall 2017
    Aramarks Progress
    Lowest
    Social Media Top Performing Action
    Performing
    Channel Content Required
    Content

    Campus, Meaningful
    Catering, Staff Live Plus, Content,
    Instagram
    and Students, Weekly Menus Streamline
    New Features Weekly Menus

    Community Majority of
    Get People To
    Facebook Donations, Posts: Live Plus,
    Your Page
    Events Weekly Menus,

    Organic Content,
    Featured Meals, Live Plus, VOC,
    Increase
    Twitter Community Check Out our
    Mentions and
    Mentions Instagram
    Cross-Posting
    @aramarkucalgary

    Instagram
    Analytics Aramark at
    University
    Facebook of Calgary
    Analytics
    @aramarkucalgary

    Twitter Analytics
    Top engagement is 35 likes

    Lowest engagement is 1-4 likes


    for Menu Posts

    Fav posts include:


    Personal Connection
    Catering
    Campus
    New Features
    Majority of posts have zero
    engagement

    Well received posts include:


    Personal Connection
    Philanthropic
    Community Involvement
    Holiday/Events
    Top engagement through mentions

    Oct 2017 - 12 new followers

    Impressions range from 222 461


    Aramarks Learnings
    What worked well?
    Video Content
    Posts with Staff/Students Personal Connection
    Community Involvement Donating to local groups #KeepItOnCampus
    Sustainability Fair Trade Coffee, Sustainable Sourcing
    What didnt work well?
    Daily Menu Posts
    Live Plus Deals
    Aramarks Learnings
    Our new goals for the next period/quarter are:

    Goal #1: Acquire Goal #2: Retain Goal #3: Increase


    New Followers Existing Followers Engagement
    Sponsored Posts Meaningful Content Contests

    Goal #4: Increase


    Reach Goal #5: Analyze,
    User Generated Analyze, Analyze!
    Content
    Aramarks Learnings
    Changes we will make to our strategy based on learnings are:

    Meaningful Content Deals, Notices, Menus

    Community Based Personal Connections, Events

    Provide Solutions Live Plus App, LifeHacks

    Convenience Use of Video, Bursts of Information

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