Carrabba’s Italian GrillSocial Media StrategyNatalie Barakat

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Table of Contents1. Executive Summary- slide 3

2. Social Media Audit- slide 4-8a. Social Media Assessmentb. Traffic Sources Assessmentc. Customer Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives- slide 9

4. Online Brand Persona and Voice- slide 10

5. Strategies and Tools- slide 11

6. Timing and Key Dates-slide 12

7. Social Media Roles and Responsibilities- slide 13

8. Social Media Policy- slide 14

9. Critical Response Plan-slide 15

10. Measurement and Reporting Results-slide 17-19 2

Executive Summary¡ As we begin, we will focus on expanding our follower base,

as well as increasing active engagement with those currently following our accounts.

¡ Our primary focus will be to post relevant content that will get followers engaged in what is going on at Carrabba’s, allowing us to build a deeper relationship with our current customer base.

Our two main strategies will be:

1. Encourage engagement with customers through replying to their comments and reactions on posts.

2. Increasing the volume of content posted on Facebook, Twitter, Instagram and YouTube. 3

Social Media Audit¡ The following pages show an audit of Carrabba’s

social media accounts. The audit assesses social media, as well as traffic brought to the website, demographics of the audience, and an analysis of Carrabba’s competitors

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Social Media Assessment

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Social Network URL Follow Count Average Weekly Activity

Average Engagement Rate#interactions/reach

Twitter twitter.com/Carrabbas

25,000 2-3 posts per month

1%

Facebook facebook.com/Carrabbas/

401,715 2-5 posts per month

3.5%

Instagram instagram.com/carrabbas

8,664 2 posts per week 2.5%

YouTube youtube.com/user/MisterCarrabba

2,517 About 1 post per month

5%

Data as of February 2, 2017

Assessment Summary: Average weekly activity is quite low. At the time, highest amount of interactions happens on Facebook and YouTube. Little to no interactions on Twitter.

Website Traffic Sources Assessment

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Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 900 unique visits 8% 6.2%

Facebook 15,000 unique visits 22% 12%

Instagram 400 unique visits 1% 1.2%

YouTube 9,000 unique visits 3% 1%

Assessment Summary:At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate (conversion goal = customers to the restaurant) is slightly ahead of Twitter at 12% and 6.2%, respectively. Instagram may be a good platform to focus on moving forward.

Data as of February 2, 2017

Audience Demographics Assessment

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Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

PrimaryNeed

Secondary Need

42% 18 – 30

39% 31 – 40

10% 41 – 55

10% 56 – 80

45% Male

55% Female

60%

Facebook

20% Instagram

20% Twitter

70% Instagram

15% Facebook

15% Twitter

Looking

for

coupon

s

Finding

updates

about

ingredient

lists and

nutrition factsAssessment Summary:As expected with social media, many of the survey participants are in the 18-30 age group. These age groups are mostly connecting and engaging with Carrabba’s through Facebook, Twitter and Instagram.

Data as of February 2, 2017

Survey distributed in December/January via email and upon visitor registration. Total applicant responses: 2,000

Competitor Assessment

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Competitor Name

Social Media Profile

Strengths Weaknesses

Olive Garden

FB: Olive Garden

Offers free saladand breadsticks with meal; restaurant has fancier feel

More expensive; lower quality

Romano’s Macaroni Grill

FB: Romano’s Macaroni Grill

Low calorie menu; family-friendly feel

More expensive; less well-known

Assessment Summary:Both competitors have unique strengths and weaknesses and a sizeable following. Clientele for all three establishments are not necessarily similar. Our social media has room to improve in becoming a stronger competitor to these establishments.

Social Media ObjectivesFor 2017, we would like to focus on creating an engaging environment on social media platforms and increasing volume of content posted overall. Some specific objectives include:

¡ Tweeting at least 3 times a week on Twitter

¡ Posting at least once every two weeks on YouTube

¡ Increase volume of content on Facebook by 25% by February

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KPIs (quantitative and qualitative)1. Number of Facebook followers2. Number of unique visitors on

YouTube3. Number of followers on Twitter4. Increase in positive feedback

and interactions with customers 5. Sentiment Analysis

Key Messages• High quality, healthy and

flavorful ingredients• Emphasis on pleasing the

customer and making the restaurant feel like home

Online Brand Persona and VoiceAdjectives to describe Carrabba’s:

¡ Healthy

¡ Quality

¡ Delicious

¡ Authentic

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During customer interactions, we are:

¡ Polite

¡ Attentive

¡ Knowledgeable

Strategies and ToolsPaid:

1) Every Friday boost most popular organic Facebook post for the weekend. The post must have a minimum organic reach of 900, as well as a minimum of 70 likes or 30 comments.

2) Sponsor one Instagram post every Friday. Post must include the hashtag #CarrabbasFridays.

Owned:

1) Introduce a Saturday spotlight submission contest. Encourage customers to submit photographs of their meal at Carrabba’s using the hashtag #CarrabbasSpotight. Regram the most liked spotlight photo or tweet.

2) When customers arrive for dinner, mention the hashtag and encourage them to use it if they plan on taking photos of their meal.

Earned:

1) Monitor Twitter for keywords and terms: Carrabba’s, Italian, fresh, healthy and family. Offer 300 discount coupons to warm leads/prospects over the course of 3 months = unexpected delight and customer outreach.

2) Partner with 1 celebrity chef and develop an influencer/recipe-building relationship. Co-develop a new menu item to be shared on website and all social media. Content to be re-posted to our social channels.

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Existing Subscriptions

¡ Photoshop

¡ Premiere Pro

¡ Illustrator

¡ Vimeo

Tools:

Approved Tools: HootsuiteBuffer

Rejected Tools: N/A

Timing and Key DatesSpecial Dates:

¡ The day after Thanksgiving

¡ Italian Independence Day

¡ The day after Christmas

¡ Lead Times:¡ Need to think about

content and key dates at least a month in advance in order to create content on time

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Internal Events

¡ Meatball Day

¡ Philanthropy Day – in support of a charity

Reporting Dates

¡ Occurs once every three months, starting on January 30

Social Media Roles and ResponsibilitiesThree-person social media team that staffs the main platforms of Carrabba’s social media:

¡ Tanisha Chea¡ Responsibilities: lead the social team; manage social

listening; collaborate with Marketing department; maintain uniform brand voice

¡ Becky Maree¡ Responsibilities: strategize and plan posts; monitor post

reactions; implement quick customer service

¡ Katie Knight¡ Responsibilities: lead social media push for photo

submissions; take food photographs; input all posts into Buffer

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Social Media Policy¡ All employees are representing Carrabba’s on

social media, so it is important for them to keep this in mind during all postings. The social media team at Carrabba’s will work do ensure the following:

¡ Promote respectful engagement with potential customers through replies

¡ Always act as a point of help to customers if they have a problem

¡ Spreading the word about Carrabba’s high quality ingredients and superior customer care

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Critical Response Plan¡ Scenario 1: Inappropriate post or response to a

comment on one of Carrabba’s social media platforms¡ Step 1: Screenshot post.¡ Step 2: Delete comment/post.¡ Step 3: Alert SM Director or Manager.¡ Step 4: Reach out to offended user and apologize. ¡ Step 5: Disciplinary action on guilty employee.

¡ No pre-approved messaging. Be authentic and understanding with the offended user.

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Critical Response Plan¡ Scenario 2: Social media user posts something

negative about Carrabba’s.

¡ Step 1: Immediately address problem by responding to post.

¡ Step 2: Offer coupon or any solution that will be placate the customer.

¡ Step 3: Alert SM team.

¡ Step 4: Screenshot the entire interaction.

¡ Pre-Approved Messaging: Be polite and authentic. Do not ignore the problem.

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Measurement and Reporting Results

Reporting period: 6 months; Start date: January 1, 2017-June 1, 2017.Social Network Data:

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SocialNetwork

URL Follower Count

Average Weekly Activity

AverageEngagement Rate

Twitter twitter.com/Carrabbas

40,000 1 post per week 4%

Facebook facebook.com/Carrabbas/

500,000 2 posts per week 5%

Instagram instagram.com/carrabbas

10,000 4 posts per week 3%

YouTube youtube.com/user/MisterCarrabba

4,000 2 videos per month

6%

Measurement and Reporting Results¡ Website Traffic Data:

Source Volume Percentageof Overall Traffic

ConversionRate

Twitter 1500 unique visits

9% 8%

Facebook 25,000unique visits

27% 13%

Instagram 600 unique visits

2% 2%

YouTube 15,000 unique visits

3% 2.5%

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Measurement and Reporting Results¡ Results assessment: Our social media objectives focused

heavily on increasing the amount of content we produced. We certainly reached this goal and will continue to produce more content to gain more interactions and more followers. Our Facebook content did increase by 25%. The best overall result was the increase in followers on all of our social media accounts.

¡ Sentiment Analysis: Our followers reacted positively to the #Carrabbasspotlight hashtag and the increase in abilities to connect with the brand. This generated both traffic to our social media sites and an increase in sales. We suggest future action should be taken to engage customers even further in the future. Coupons are also well-received and should be incorporated into future posts to reward loyal subscribers. The overall feeling toward the brand has been quite positive.

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