O C T O B E R 2 , 2 0 1 6 N I C O L E V E C C H I O

TABLE OF CONTENTS

1.  Executive Summary 2.  Social Media Audit

1.  Social Media Assessment 2.  Website Traffic Sources Assessment 3.  Audience Demographic Assessment 4.  Competitor assessment

3.  Social Media Objectives 4.  Online Brand Persona and Voice 5.  Strategies and Tools 6.  Timing and Key Dates 7.  Social Media Roles and Responsibilities 8.  Social Media Policy 9.  Critical Response Plan 10. Measurement and Reporting Results

EXECUTIVE SUMMARY The main focus for Tropical Smoothie Café’s social media accounts for

the end of 2016 and beginning of 2017 will be to boost the frequency of posts on each platform to a more consistent amount, properly catered to each platform.

Our focus will revolve around engaging our customers online to form a loyal customer base who enjoy visiting our restaurant frequently, and working with our new Tropical Smoothie app.

Our two main strategies will be: 1) Post to all our social media pages with proper frequency according to the platform to keep our audience up to date with our news and specialties. 2) Create content that will influence our audience to share and engage with our social media to form better relationships with existing customers while growing our reach to their friends and family.

SOCIAL MEDIA AUDIT

Social Network URL Follower Count Average Monthly Activity

Average Engagement Rate

Facebook https://www.facebook.com/tropicalsmoothiecafe

252,665 10 posts per month 2%

Twitter https://www.twitter.com/TSmoothieCafe

13.4K 4 posts per month 0%

Instagram https://instagram.com/

tropicalsmoothiecafe

10.6K 15 posts per month 2%

LinkedIn https://www.linkedin.com/company/tropical-

smoothie-café

2,874 7 posts per month 0%

Assessment Summary: Tropical Smoothie is more engaged with their customers on Facebook and Instagram compared to Twitter. Instagram has a more steady average of interaction per post whereas Facebook interaction varies more, with some post doing really well and others doing moderately average. Tropical Smoothie's LinkedIn account also varies in engagement, where there is sometimes very strong content and then their is lacking content.

Social Media Assessment - April 2016 – August 2016

SOCIAL MEDIA AUDIT Website Traffic Sources Assessment – April 2016-August2016

Source Volume % of Overall Traffic Conversion Rate

Facebook 88,000 unique visits

20% 10%

Twitter 3,500 unique visits 10% 7%

Instagram 1,000 unique visits 5% 9%

LinkedIn 400 unique visits .50% 1%

Assessment Summary: Facebook brings the most traffic to the Tropical Smoothie website by far, as well as has the highest conversion rate (conversion=coming into the store). It's important to notice the high effect Instagram has on the conversion rate as well. Twitter has a decent conversion rate and traffic to the website, but as of recent time there needs to be more work put into the page to ensure this stays true.

SOCIAL MEDIA AUDIT

Age Distribution

Gender Distribution

Primary Social

Network

Secondary Social

Network

Primary Need Secondary Need

56% 18-25 58% Female 45% Facebook

40% Instagram

A healthy smoothie as a breakfast or lunch replacement, or a gourmet treat as a pick-me-up through out their day.

A quick and healthy food alternative when eating on the go or looking for breakfast, lunch or dinner away from home.

28% 26-45 42% Male 30% Instagram

15% Twitter

11% 46-65 25% Twitter 15% Facebook

5% 65+

Audience Demographic Assessment – January 2016–August 2016

Assessment Summary: Most people who visit Tropical Smoothie are in the 18-25 age group. The 26-45 age group, however, is also extremely important because these are the parents of kids who enjoy to come into the restaurant but cannot get their themselves. For this reason Facebook is very important, but Instagram is of major importance as well. The work on our Twitter page must improve to benefit our audience there as well. Most people come into the restaurant for a smoothie but many others are also looking for a healthy meal alternative when on the go.

SOCIAL MEDIA AUDIT

Competitor Name

Social Media Profile Strengths Weaknesses

Smoothie King

Instagram: smoothieking Smoothie King has more followers, with 22.1k verses Tropical Smoothie's 10.6k. They post with more frequency and their posts are aesthetically pleasing due to the fact that they pull the color red into all of them, which is Smoothie King's prominent color.

While Smoothie King has more followers than Tropical Smoothie, they receive about the same amount of engagement in likes and comments. This puts Smoothie King at a lower engagement rate due to a higher follower count.

Planet Smoothie

Facebook: planetsmoothie Planet Smoothie posts to Facebook with more frequency than Tropical Smoothie, averaging about 3-4 posts a week. Each post has a visual included, some with writing some without, which is known to have better engagement than those without visuals.

Their customer engagement is very low. Each post barely has a comment and very few reactions. While each post contains a visual, almost all are photos which becomes boring and lacks diversity.

Competitor Assessment – April 2016 – August 2016

Assessment Summary: This analysis focused on our two main competitors, Smoothie King and Planet Smoothie, on Instagram and Facebook. While each competitor has strengths that set them apart, their weaknesses allow for Tropical Smoothie to still maintain a strong social presence. From these competitors we can focus our attention on including more visuals on Facebook, both videos and photos. We can also post to instagram with more frequency but make sure to continue to keep our audience engaged with each post.

SOCIAL MEDIA OBJECTIVES PT. 1 Overall Business Goals: For the end of 2016 and beginning of 2017 our social media strategy will be to post with more frequency to engage our audience and bring them into our restaurants and keep them coming back. To do this we will increase content posting to all social medias in relation to what is proper to each plat form so that our audience will be up to date with our news and engage more with our content.Social Media Objectives to Support Business Goals: §  Post to each social media platform with more frequency on a weekly basis to increase

content given to customers. a)  Post on Facebook 5 times a week. b)  Post to Twitter 5 times a day while continuing to reply to all customer concerns. c)  Post to Instagram 2 times a day.d)  Post to LinkedIn once a day.

§  Increase Twitter followers by 5K in 6 months §  Increase shares on Facebook and Linked in by 30% by this time next year. §  Increase Twitter followers by 5K in 6 months §  Increase shares on Facebook and Linked in by 30% by this time next year.

SOCIAL MEDIA OBJECTIVES PT. 2 KPIs Quantitative: Number of shares on Facebook and LinkedIn and number of retweets on

Twitter. Number of followers on Twitter. Number of posts on Facebook, LinkedIn, Twitter and Instagram. Number of comments, likes, favorites and shares on each social medium

platform, repectfully. Comparison of sales in stores.

Qualitative: Amount of positive feedback in the form of comments on Instagram,

Facebook and LinkedIn, share captions and reactions on Facebook, replies and quote tweets on Twitter.

Key Supporting Messages: •  Eat better. Feel

better. •  Fresh, natural and

healthy dining on the go.

Adjectives That Describe Our Brand:

•  Tropical •  Refreshing •  Healthy•  Fit•  Lively•  Energetic•  Bold

Examples of Brand Voice in Social Media Interactions:

•  Supportive•  Calm•  Amicable

ONLINE BRAND PERSONA AND VOICE

STRATEGIES AND TOOLS Strategies:

•  Paid 1.  Boost most well received Facebook post after a week of posting 3-4 times on Saturday. 2.  Boost most well received Facebook post after a week of posting 3-4 times on Saturday.

•  Owned 1.  Once a week post a detailed antedote of one of the Tropical Smoothie Café locations to drive customers in that

area to the restaurant. 2.  Allow an employee (manager or team leader at one of the cafes) to engage with customers on Facebook Live for

an hour once a month.

•  Earned 1.  Work with a lifestyle blog who focuses on food and nutrition to feature a post about Tropical Smoothie Café and

their experience there on their blog 2.  Allow a newspaper, even ones locally, to test out the Tropical Smoothie App and review how their experience

with it is.

Tools: Approved: §  Buffer - to schedule content on different social media platforms. §  Canva - to create more engaging visual content. §  Tweetdeck - To monitor key words and mentions of our brand on Twitter so we can reply to our customers

whether their mentions are positive or negative. Rejected: §  N/A

TIMING AND KEY DATES Key Dates: •  First day of Summer

•  National Flip Flop Day

•  Valentine's day

Internal Events: •  National Flip Flop Day - 3rd Friday

in June & you can get a free Jetty Punch at Tropical Smoothie

•  Camp Sunshine donations: May - July

Lead Times: •  Content should be created the week

before it is planned to post for Facebook, Instagram, and LinkedIn and scheduled on Buffer. Some content can be created and scheduled on Buffer for Twitter but room must be left for real time news.

Reporting Dates: •  Until goals are reached to increase

content post frequency and engagment reports will be given monthly. When strategy objectives are met reports will be given quarterly.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES -Social Media Director

Responsibilities:

•  Scheduling posts for LinkedIn a week in advance and making sure they are schedule to post from Buffer in a time sensitive manor.

•  Ensures posts are at a professional level.

•  Works with Social Media Coordinator to create content for visuals on LinkedIn.

-Social Media Manager

Responsibilities:

•  Scheduling posts for Facebook and Instagram a week in advance and making sure they are schedule to post from Buffer in a time sensitive manor.

•  Also in charge of tweets that are not replies, some may be scheduled but most must be real time updates.

•  Work with Social Media Coordinator to create content for Facebook, Instagram and Twitter visuals.

-Social Media Coordinator

Responsibilities:

•  Create content for Facebook, Instagram, Twitter and LinkedIn.

•  Focused mainly on visual content for each platform but also gives input on overall content for the platforms.

•  Works with SM Director and Manager to brainstorm on content.

•  Replies to tweets from customers on Twitter in a timely manor to ensure their happiness with the brand.

-Supporting Social Media Team Members

Responsibilities:

•  Contribute to content ideas for all platforms in brainstorming meetings.

•  Work with Social Media Coordinator to ensure all twitter mentions (including those with key words) are replied to.

•  Reply to messages from Tropical Smoothie Café Facebook Page. Reply to comments on Instagram and engage with audience.

SOCIAL MEDIA POLICY Social Media is a major part of our day to day lives in today's world. The amount people share varies in

many ways but overall seems to grow as the world fully embraces social media. This is something we encourage at Tropical Smoothie Cafe! We believe in transparency and an active social presence to engage with your audience. However, we also believe in proper social media etiquette and expect our employees to follow our basic guidelines:

•  Keep a friendly non-argumentative persona. •  Do not post anything that would be considered illegal activity.•  If you chose to be correlated with our brand keep a positive and supportive attitude when helping

customers, the same as you would use in the restaurant. •  Refrain from posting photos behind the scenes at work. •  Do not put down our competitors. Avoid talking about those you work with in a negative lights.•  Keep in mind our brand's persona and incorporate this into your social media presence.•  If you feel inclined, share our content & inform your following about fun upcoming events!

If these guidelines are not met, actions will be taken. We wish to keep Tropical Smoothie a serious but enjoyable enterprise! If you have questions on social media presence, don’t be hesitant to ask!

CRITICAL RESPONSE PLAN – SCENARIO 1

Inappropriate tweet sent from @TSmoothieCafeAction Steps: 1.  Screenshot tweet and assess how long it has been viewable. 2.  Delete the tweet.3.  Social Media Manager, Coordinator, and Team Members reply to all those inquiring

about the tweet. 4.  Social Media Director sends out a statement apologizing for the incident and clearing

up any unclear lose ends. 5.  The employee who sent the tweet will be immediately removed from their position.

Pre-approved Messaging: No pre-approved message in this scenario. SM Director will be in charge of how to handle addressing the public, with help from SM Manager.

CRITICAL RESPONSE PLAN – SCENARIO 2 A customer(s) report a food illness after consuming our foodAction Steps: 1.  Social Media Manager will evaluate if report has made it to the social media realm. 2.  .If so, Social Media Manager, Coordinator and Team Members will work to respond to all

questions and mentions about the incident. Social Media Director will make a statement on the case of the situation and assure that the customer's best interest is our main concern.

3.  If report has not made it to the social media realm, Social Media Director will release a statement on the situation.

4.  Statement will include actions we are going to take. a.  Making sure no contaminated food is still instores. b.  Making sure those who may have been contaminated are aware of it.

5.  Situation must continued to be managed and all customer's concerns must be addressed.

Pre-approved Messaging: Twitter: We apologize to those affected by compromised food. Our team ensures actions have been made to make sure no one else falls ill. Facebook: For those affected by contaminated food in our café, we apologize. Our team has made sure that no one else will become sick from this event and is doing all they can to assist in those involved. Our customers are always our top concern.

MEASUREMENT AND REPORTING RESULTS – QUANTITATIVE KPIS

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Facebook https://www.facebook.com/tropicalsmoothiecafe

298,145 +18% growth

3 posts per week 4%

Twitter https://www.twitter.com/TSmoothieCafe

15.4K +15% growth 18 posts per week 2%

Instagram https://www.instagram.com/tropicalsmoothiecafe/

15.9K +50% growth 10 posts per week 3%

LinkedIn https://www.linkedin.com/company/tropical-

smoothie-cafe

4K +35% growth 7 posts per week 1%

Social Network Data: Reporting Period: 1 month of data as of October 1, 2016

MEASUREMENT AND REPORTING RESULTS – QUANTITATIVE KPIS

Source Volume Date Conversion Rate

Facebook 110,000 unique visits +25% growth

36% 15%

Twitter 4,025 unique visits +15% growth

26% 10%

Instagram 1,120 unique visits +12% growth

7% 12%

LinkedIn 480 unique visits +20% growth

12% 3%

Website Traffic Data: Reporting period: 1 Month Data as of October 1, 2016

MEASUREMENT AND REPORTING RESULTS

Results Assessment: Our average weekly activity, which before had been nonexistent has stuck on track to our strategy plan and the number of posts have increased greatly to fit each platform. This has in turn grown our follower count a decent amount in only one month.

Our more active presence on all social media has allowed for more visits to our website as well as getting more customers into our store, which is just what we were hoping to come from our frequent posts.

Our engagement rates have also raised a small amount in the month we've spent posting more our each of our social media platforms.

MEASUREMENT AND REPORTING RESULTS – QUALITATIVE KPIS

Sentiment Analysis: We still have to reply to a lot of tweets on Twitter in which people didn't have a

perfect experience in our restaurant, but the amount of tweets we get in which people reply or quote tweet our content in a positive way has gone up approximately 15%.

Our content on LinkedIn has been picked up by Pulse once this month and brought a lot of positive feedback to our account.

On Facebook we've seen many customers react with love to our post and have seen a correlation that they were more likely to share the post if they "loved" it.

Our Instagram comments have increased and people tag their friends, which brings more comments and community to our posts.

MEASUREMENT AND REPORTING RESULTS

Tropical Smoothie Rewards App: We promoted our App with Twitter ads and discuss it more on each of our social media pages.

We have seen a 30% increase in app downloads which we are extremely happy about after just paying to promote it twice and speaking about it a hand full of times on our differing platforms.