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 StrengthsWeaknesses  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 ObjectivesChallenges  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: 750 Over 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 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  Growth Breakdown:  Facebook: 70 Likes  Twitter: 103 Followers  Instagram: 91 Followers  Google+: 526 Views

 Facebook: A Breakdown of the Numbers Sept-Oct Nov-Dec Oct-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 website and 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