Social Media Marketing

Client Project

By Ashli Dean

Revocup is…

Who: Coffee shop ran by Ethiopian natives Habte & TG Mesfin

What: Direct imported coffee that is fresh roasted

When: Formed in 2008; Open daily

Where: College & Quivira in Overland Park

Why: The owners, who already roasted fresh coffee for their friends, saw that they could make a difference in the farmer’s lives in their origin country and the local community.

Coffee is Universal

The customer base of Revocup is very diverse

I met business professionals, college professors, students, children, stay at home moms, and everyone in between during my visits.

This is because coffee culture is loved by people of all ages, not to mention they have more than coffee (hot chocolate, tea, pastries, sandwiches).

Initial Analysis

Strengths Weaknesses Current social media

strategy is not structured or consistant

Lack of man hours and experience to execute or plan a strategy

Engagement and growth have not been the focus.

Have existing Facebook and Twitter

Activity on social media has recently increased

Diverse following that reflects their customer base

Forming a Plan

Objectives Challenges Increase

following/engagement Highlight the why

behind what they do Showcase different

products Solidify and expand

community connections

No access to the website

Owners are ad focused online

Not a large supply of existing content to post

Lack of information regarding the behind the scene’s happenings

Starting Line -Facebook

Likes: 750Over a 60 day period: Avg. Engagement

Rate: 9.57%/post Reach:

Post: Highest 430/Lowest 0

Page: Highest 817/Lowest 0

Avg. Page Visits: 3.48/day

Starting Line-Twitter

Previous 30 Days: Followers: 166/Following: 86/Tweets 299

Plan Execution Step 1

Basic Updates New About Section: Completely Complete. Neither page

had the basic bio filled out completely. I used keywords for SEO optimization to complete.

List: On Twitter, I added my client’s first list: Local Businesses. This helps them connect pages and provide endorsement for their already existing community ties.

Links: Connecting the Twitter with the Facebook helps draw on existing likes and followers.

Settings: Made it possible for people to tag

themselves in Revocup’s images. Enabled cross platform sharing

Plan Execution Step 2

Posting Updates Image Placement. I replaced the

images used for the profile with a rich color tone enhancer on the logo and added their website to the image.

Pinned Post. I pinned the most engaging post off each platform to the top of their page.

Created a Call to Action. This links directly to their online store to make it easier for people to purchase their bulk coffee.

New Look:

Reading the Numbers

Pages to Watch: It’s All About the Numbers Tracking Insights and Analytics:

Enabled email notifications. Went back through history to evaluate

what has worked in the past. The insights feature has given me

invaluable metrics to show what works and what doesn't (posting to many times too close together is a no go on Facebook.)

Facebook: Added Pages to Watch This means I can see the post of

competitors and how successful they were.

Twitter: Followed Local Coffeshops Again, gain insight and ideas.

#Hastags. I began using hastags in all Twitter post

and most Facebook post to increase engagement and reach. Also started using #Revocup to begin branding the hashtag.

Visual. Decided that images, videos, and links should be used on 90% of post because they are prioritized and increase visibility.

Trending Topics: Using trending topics that are relevant to the business to further boost visibility. Current Events: Royals post season, holidays, Caffeine

Crawl, Small Business Saturday, Giving Tuesday, etc.

How to Post

Example Facebook Post:

Example Twitter Post:

Additional Strategy

Created Instagram & G+ page Posted various of post used for Facebook &

Twitter Links onto G+ Pictures onto Instagram

Due to not having access to website couldn’t use existing pages that had been created and not active

Additional Social Media Examples:

Instagram G+

Results Overview

Fac

eboo

k Lik

es

Twitt

er Follower

s

Instag

ram

Follower

s

Google+

Views

0

200

400

600

800

Social Media Growth

Start End Growth

Growth Breakdown: Facebook: 70 Likes Twitter: 103

Followers Instagram: 91

Followers Google+: 526 Views

Facebook: A Breakdown of the Numbers

Sept-Oct Nov-DecOct-Nov

As shown above, exponential growth was seen in both engagement and reach

Twitter: A Breakdown of the Numbers

October

Followers: 43

Mentions: 6

Page Visits: 504

Impressions: 4701

November December

Followers: 32

Mentions: 23

Page Visits: 402

Impressions: 6258

Followers: 14

Mentions: 3

Page Visits: 117

Impressions: 2561

Results Review

Growth experienced in all measured areas

Response rate increased to 100%

Quality of post and user engagement has increased

According to owners, they have seen a return in sales off of the social media marketing

*Note Instagram doesn’t provide analytics but the post average is 9 likes/1 comment

Reimagined View

Facebook Profile Twitter Profile

What I Learned:

The best times of day to post vary from Platform to platform Week to week Depending on current

events People do not want very

many post that look like ads or they will unfollow/hide your post

The most popular post are “news” like stories

Making simple changes to the profile can have a profound effect

The same post don’t do well on all platforms

Engaging with other users post works two ways

There are differences in how people communicate on each platform

Going Forward

Posting frequency should be at least 5 times per week Any less and reach falls off

Vary the content, i.e. picture/link/video This reaches each aspect of

your audience Differing type of post to stay

fresh Quotes Current Events Specials/Promotions Behind the Scenes Related industry/local news Contest Foundation information/updates

Schedule post to make it easier

Don’t stop posting, not every post will achieve high numbers, that’s not always the point.

Try different platforms, including a blog

If possible,Recreate websiteand link social media there.

Major Ideas

The most popular post have involved: Contest Videos Cross platform posting

To incorporate all of these I recommended a 12 Days of Christmas Contest

Each day has a different prize and a different requirement. This uses all social media

platforms Builds engagement Increases awareness Great way to spread the

caring culture of the store

Evaluate Often

Re-analyze the plan monthly.

Repost successful old content or pin it.

Keep track of metrics using a chart. Helps identify problem areas.

Change things up by trying new things and evaluate results weekly