PROCESS DOC | socialmediasite

Process Document

Below you will find the process document I created while crafting my social media strategy El Burro Dos, a mexican dine in and take out restaurant located in Regent Square near Pittsburgh Pennsylvania. Inside you can see my step by step process as I craft a goal for El Burro Dos and create a strategy to accomplish that goal using a cross platform social media campaign. This exercise taught me how to review and critique a social media presence, as well as how to best move forward to improve one that had a lacking platform, in El Burro Dos' case, Facebook. I believe my strategy, if implemented, would increase their Facebook following while simultaneously putting more customers in the seats.

Workshop Partner Commentary on Strategy: Ben Cirba

Process Doc Proposal

Memorandum

Date: 31, January 2018

To: Sarah Leavens

From: Chris Matich

Re: Process Document Proposal

El Burro Dos Social Media Campaign Strategy

For my process document, I chose El Burro Dos Pittsburgh as my partner organization, a Mexican restaurant located in Regent Square. I chose this sight to base my social media campaign, firstly, because it doesn’t have a very developed social media presence. There Facebook page barely updates, and they use the same photo in each post. In fact, you can actually scroll to the bottom of their posts, and they only have 83 likes. I also decided on El Burro Dos because there are readily available examples of successful Mexican restaurant social medias in Pittsburgh, like Mad Mex or Patron Mexican Grill, which have follower totals of 2,789 and 4,586 respectively. I can look to how they manage their social medias to inform my strategy for El Burro Dos.

Katie Visco Interview Summary

As the founder and Managing Director at schenely.net, a content creating firm located in Shadyside, Katie works within the social media blogosphere to actively promote her clients. The goal, according to Katie, is to help our clients become “Influencers” By producing and promoting “impressionable” content for her clients, Katie helps drive traffic toward client websites, and this helps further their brand, and leads to potential sales or what she termed as “conversion.” Katie described that the biggest challenge working with social media presented as dealing with client expectation. So many people believe that a magic wand can be waved in order to triple or double their ROI with regard to building their brand through social media. She told me that explaining to clients how they must be realistic starting up when it comes to outreach size and engagement. “It’s like a billboard,” she said, “there’s no set amount of sales one will give you, you never know, the same goes for social media.” The content comes first, and she promotes the content through social media. She uses style guides for her client’s social media posts, and she let me look over a google sheets document she uses to schedule posts. She detailed and linked me to an example social media campaign strategy, which included style guides, scheduled posts, audience demographic information, and schedules for paid sponsorship on social media platforms. I was glad to learn you don’t have to manually post each thing, and that software exists for scheduling posts, as I plan on utilizing a similar strategy myself for my El Burro Dos campaign.

Brand Analysis

Brand Attributes: Good food, Fun, fresh, inclusive, homestyle, playful, new age, authentic, family friendly, vibrant

El Burro Pittsburgh has developed more of a social media presence than I initially thought when I initially looked over their barren Facebook page. Their website and Instagram provide pictures of their menu and food, and these showcase a vibrant setting, with hip, but authentic looking food in a comfortable atmosphere. I get a sense from their vegan and vegetarian menu, as well as “no meat monday” posts on their Instagram that they are a fairly inclusive and progressive brand.

Without even looking at their social media, and just perusing the menu, you get a sense that El Burro is the type of class you can loosen your collar at, not somewhere you’d need to dress up fancy to attend. The cartoon depictions of bulls, along with the overlaid design that features traditional ingredients give a new age sense while still maintaining authentic taste and product. You can go here whether you just want a burrito, or a burrito that is a step above the fast food like Qdoba and Chipotle.

You get the sense perusing their menu and looking at the inside and outside of the restaurant that, while El Burro Dos isn’t going to rival any truly authentic Mexican restaurant, you won’t be receiving americanized Taco Bell there either. El Burro Dos’ brand is all about the food, more so than their image. You don’t see t-shirts or coffee mugs advertised in the store, just the food. Even their drink products, like Mexican coke and Jarros fruit flavored soda get more acclaim than the El Burro Logo. The logo also feeds into their authentic but relaxed feel with the way it’s written in too big, stylized cursive that maintains a sense of the old tradition, but has a progression toward hip, new, which maintains the light hearted atmosphere that describes their brand.

Social Media Analysis

In terms of the big three, El Burro Dos only has a Facebook and Instagram, no Twitter account. Their Instagram is stacked with posts upon posts that show their food, restaurant, and include many hashtags. Each one receives around 50 plus likes, and normally at least one comment. They are followed by 1600 plus and are quite active, their last post was made today.

In contrast, however, El Burro Dos’ Facebook page is, as I’ve described in their brand analysis, barren. You can actually scroll to the bottom of their Facebook feed, where there are no more posts! The only posts they have made are updates to their profile picture, updates to the same picture each time. The only really active part of their Facebook page is the section that houses organic stars, and reviews.

El Burro Dos receives quite a bit of positive reviews, it’s a shame that they don't have an active enough Facebook page to adequately broadcast them. Moreover, you can’t even find an email address in their about me section of their Facebook page, which may not seem like a big deal but often PR and outreach professionals use email to reach out to businesses for organic growth opportunities, so they may be missing out by not listing at least a catch all contact email.

I don’t think El Burro Dos really needs a twitter page, but it would be worth looking into. Mad Mex has a well trafficked twitter page with twice as many followers as El Burro’s Instagram, so Twitter may be the missing link toward expanding El Burro’s social media presence.

Competitor Analysis - Mad Mex

Mad Mex has around 3,162 Twitter followers, 4,588 Facebook followers (Shadyside Location Specific), and 4,979 Instagram followers across it’s various social media accounts. I picked Mad Mex because they make similar styled food and have a similar new age but still semi traditional brand. I also picked Mad Mex because they have become a franchise, so their social media accounts are on the rise and expanding, something I’d like to see happen with El Burro’s campaign.

Starting off, Mad Mex’s Shadyside Location updates their Facebook page about once a day, and usually receives around 5 to 6 likes a post. Each of their posts are a bit different, some of them have pictures of food, some have pictures of Mad Mex cocktails, and some are just pictures of people at Mad Mex. They also post about deals they run. I like this type of variety in content, especially in comparison to El Burro’s lacking Facebook page. I think different content being posted each day will encourage new followers.

On Mad Mex’s Twitter, we see they’re utilizing a platform El Burro hasn’t even ventured into. They post pictures of food and people enjoying the food, but Twitter is all about the words, which helps Mad Mex reinforce their hip, but authentic and still in traditional roots, brand by posting things like the tweet pictured above. The Tweet actually talks to a potential customer and gives the impression of Mad Mex’s brand attributes. El Burro should think about using the voice of Twitter to communicate their brand attributes. Mad Mex’s Instagram serves a similar function to El Burro Dos’, but instead of just using a lot of hashtags the posts actually have a similar voice function to that of twitter. Read more about this in my content examples

Content Examples

I like the above Instagram post by Mad Mex because not only does it showcase their food, which is inextricably linked to their Brand, just like El Burro Dos, but they also included a caption that engages with the potential customer while also communicating their brand’s healthy attributes. I think El Burro could make better use of their Instagram by crafting a voice along with the images like this caption does.

This Tweet from Mad Mex’s Twitter does a similar job of communicating brand attributes in text while also linking them to the food, which like I said is integral to Mad Mex’s or any restaurant’s brand. This post communicates that Mad Mex is family friendly through the voice of the post, but also a delicious choice to go eat at.

One thing I did notice across El Burro Dos’ social media was that they barely included pictures of people eating their food, just the food itself. I like this Facebook post from Mad Mex’s Shadyside account because it takes an event, like groundhogs day, and finds a way to use it to promote Mad Mex. Moreover, the sale of shirts help perpetuate Mad Mex’s brand, and showcasing people on your Facebook page refreshes the viewer from all the pictures of food and drinks.

Audience Analysis

Who are El Burro Dos’ Audiences

Primary Audience - Pittsburgh Families

El Burro maintains families as a primary audience. Their size and atmosphere communicate that they actively seek and accommodate close families and relatives. This comes from their atmosphere, of course. El Burro’s size is conducive for small gatherings, so it is certainly not a great stop for a business dinner or meeting.

El Burro is a stop in, order, sit down, eat kind of place. El Burro’s hours are conducive to this audience of small families and relations, as they serve only lunch and dinner, no alcohol, and end service while the night is still young, at 9pm. Families and close relations feel comfortable coming here, and don’t expect raucous crowds or poor service.

Secondary Audience - College Students/Young People

El Burro Dos is located in Regent Square. Regent Square is on the east end of the city of Pittsburgh, near Wilkinsburg and Edgewood. Pittsburgh has around 4 Universities located on that side of the city, and many college age individuals live in areas like Regent Square, Wilkinsburg, Edgewood, because they are affordable and right outside the city proper.

El Burro targets these secondary customers because they offer quick, fatty, sodium filled food to get students through their days of classes, as well as enthrall young people in general who have an affinity for staples like pizza and burritos. They also offer a relatively quite environment to study in while you wait for you food, and the fact that they serve sugary sodas over sugary alcoholic beverages lets you know they see the young people who may have come to El Burro at first with their parents as a secondary audience. They deliver food through an app called Postmates, which young and college age people would be familiar with, so you can see that El Burro has taken steps to address this audience. They also include vegan options, which often reflect the attitudes of college age and young people.

Tertiary Audience - Neighboring Businesses and Delivery Drivers

Along the strip of buildings El Burro Dos occupies on North Braddock Ave, there are many other restaurants, shops, and places of business that can’t ignore the smells of burritos and tacos that waft from their doors. El Burro actually has a double vestibule, so that when people enter and leave you can smell the food inside. I myself work as a delivery driver for an app called Postmates, and I have often delivered El Burro to other businesses on that stretch on Braddock. I learned of El Burro through work, and brought my parents there to try it. I am sure that there are others like me that have smelled the food and thought they had to try it. There are quite a bit of Postmates or Grubhub drivers in the city who may belong to each audience, like myself.

What are the Characteristics of Your Audience

Families (Primary Audience)

Demographics: “Parents” or elder people are between the ages of 25-45, medium income around $50,000, of multiple genders and races, and English speaking. Children are apart of this demographic, from 5-20, but the “families” or “close relations” may also be simply related others who range from 20-45 years old.

Location: Pittsburgh and the surrounding suburbs, with those on the east end and those living near and around Regent Square especially.

Interests: Fun, saving money, saving time, family friendly things, healthy choices, safe spaces, friendly people, family bonding, shared meals.

Behaviors: Go out to eat, go out to have fun, go out to share time as a family, go out to reconnect with someone, recommend dining experiences, pass behaviors onto children, buy groceries, pay bills.

Influence: Parents and people who are related to each other have influence over their children, or their relatives. If El Burro can be a place families and small related groups can gather, than this acts as a sort of organic outreach for El Burro. A mother may take her children out to El Burro, and then her kids may tell their friends in school about El Burro, who may tell their parents, thus creating a cycle spreading the word and creating business. Like I said before, some of the young people and college students El Burro indirectly targets may have been been introduced to El Burro through their parents.

College and Mid High School Age and Young People (Secondary Audience)

Demographics: Young men and women aged 16-22, medium income around $0-$10,000, of multiple genders and races, English speaking as well as international languages associated with the many international students we have in Pittsburgh, which means they also include English as a second language speakers. I only include mid high school age because I felt high school underclassmen may not have the money or time to eat at El Burro.

Location: Pittsburgh proper, but especially the east end due to the many colleges and high schools located on this side of the city.

Interests: Fun times, getting “turnt,”greasy food, not drinking water, sports, music, recreational substances, alcohol, sexuality.

Behaviors: partying, turning up, eating bad food, playing sports, listening and playing music, watching sports, doing recreational substances, drinking alcohol, having sexual encounters, studying, having conversation.

Influence: If you can get one Pitt student to sing the praises of El Burro, you reach an audience of Pitt students, teachers, alums, possibly donors, and much much more that exists underneath the umbrella of Pitt, and that’s just one of the Universities near El Burro. The same goes for a high school. If one Oakland Catholic student tells all her friends about El Burro, you enter that network as well.

Tertiary Audience - Neighboring Businesses’ and Delivery Drivers

Demographics: Business owners on that strip of North Braddock Ave - aged 30-55, medium income around $80,000 a year, of multiple genders and races, and English speaking. Delivery drivers aged 18-30, medium income around $16,000 a year, of multiple genders and races, and English speaking.

Location: Owners: Regent Square, North Braddock Avenue, from the intersection at Forbes to the I-376 east ramp. Drivers: Anywhere within Postmates range of delivery for Pittsburgh.

Interests: Owners: their business, bottom line, food, goods, services, profit, business compliance, family. Drivers: money, contracting, good weather, tips, fast restaurant service, fast driving

Behaviors: Owners: Run and maintain their business and bottom line, make a profit from their efforts, comply to business and employer laws, care for their family. Drivers: deliver things to customers, pick up food and or items, transport items, drive carefully, talk about the places they deliver from

Influence: Owners: If even the competition, like other restaurants, are ordering food from you to their establishment, than you know that word is spreading about your food. This means that you gain access to other parts of the tertiary audience, like the employees of the business owners and their family, as well as anyone in their restaurant that happens to see El Burro’s food. The other restaurants audience can become yours. Drivers: The drivers offer another great way to spread the word about El Burro, they may tell their friends and family about the good smelling burritos they deliver, which may lead to a trip in to eat. Moreover, these drivers help El Burro capture another group of customers, those who want to buy El Burro’s food but don’t want to leave their house and pick it up.

Social Media Goals for Families (Primary Audience)

The parents or elder related others may be on social media for many reasons. One primary goal would be to possibly connect with family and old friends, especially if they were the type of people who grew up without social media. In other respects, this group may use social media professionally, depending on their occupation, as well as personally. They may use social media to find events and things to take their family or related others. They will then use social media to talk about what they like to do with their family, checking in at restaurants and museums. For these people, social media is a way to broadcast what they are doing and keep tabs on close others.

Social Media Goals for Young and College Age People (Secondary Audience)

For this audience, their main goals behind social media are self expression, making friends, and using social media to communicate and make plans with those friends. The time they spend with friends they desire to broadcast what happens on social media, which helps further define themselves, and increase the chance they will make more friends. Humphrey spoke about how most young people on social media seek to present themselves in a favorable way, thus creating something similar to what historical psychologists termed as separate selves. Instead of just being themselves on social media, these individuals want to broadcast an ideal self that will help them continue the behaviors they like doing, like having fun, partying, meeting new people, starting relationships, and having sexual and romantic encounters.

Social Media Goals for Neighboring Business Owners (Tertiary Audience)

For this audience, business owners on the adjacent strip of North Braddock Ave have professional social media goals. They may use social media personally, but their businesses social medias are no doubt at the forefront of their minds. They want to see greater engagement on their social media posts to achieve their goal of building a following, which helps spread the word about their business. This group, however, also includes the employees of the surrounding businesses, who may have more personal social media goals similar to those of the secondary or primary audience, if they are more youthful, individually oriented person, or if they are older and lend more toward El Burro’s primary audience.

El Burro Dos Style Guide

El Burro Dos Brand Principles

About the Client

El Burro Dos is a walk-in and order Mexican restaurant located on Pittsburgh’s east end in Regent Square, situated right between Wilkinsburg and Edgewood. El Burro Dos seeks to cultivate a laid back, inclusive atmosphere that is fun and hip while maintaining an authentic, family friendly feel. They accommodate sit down diners as well as take out and delivery, so their audience spans from poor college students to older parents and business owners. El Burro Dos is environmentally friendly as well as inclusive to vegetarians.

El Burro Dos and Don’ts

Do use fun language
Don’t use silly language
Include pictures of El Burro Food and Diners
Always include text to your posts, as well as hashtags, detailed below.
Don’t include any inappropriate jokes or language
Don’t include any pictures that depict tobacco, alcohol, and/or drug use.
Do include pictures of El Burro’s Outdoor Chalkboard Menu

Post Length and Web Style

Facebook

Post text is required for Facebook posts, DO NOT JUST POST PICTURES! Do not go over 3 sentences or 100 characters, hashtags not included.

Make sure to capitalize all nouns and event titles.

Include three hashtags, see hashtag policy below.

Instagram

Post text for Instagram is not required, but heavily recommended. Hashtags are required, see policy below. Pictures should include not just El Burro food but also customers eating the food or gathering.

Instagram El Burro Hashtag Block

When composing an Instagram post for El Burro Dos, include this block of hashtags. Depending on the content of the post and post type, include other relevant hashtags.

#elburro #pittsburgh #eatpgh #eeeeeats #mexicanfoodporn #mexicanfood #tacos #taco #burritos #forkyeah #foodporn #foodgasm #foodie #foodstagram #foodpics #eattheworld #tacosesh #tacosarelife #fajitas #taconight #nomnomnom #tacos4life #instagood #feedfeed #yummy #eater #feastagram

For instance, below is a hashtag block from a post on Valentine’s day that featured vegan and vegetarian items.

#elburro #dos #pittsburgh #eatpgh #eeeeeats #mexicanfoodporn #mexicanfood #tacos #taco #burritos #tortillas #foodporn #foodgasm #foodie #foodstagram #foodpics #lunch #vegans #valentine #veganfood #veganfoodshare #veganfoodporn #photooftheday #vegantacos #valentinesday #bemine #mexican #vegan #vegansofig

Facebook Hashtags

For Facebook posts, use hashtags sparingly. When posting, use three hashtags at a time.

Incorporate two hashtags from the above block.

Please use one identifying hashtag like #elburro or #eatpgh, and one that highlights food like #burritos or #foodgasm.

Create an Original Relevant Hashtag

Depending on the content and type of the post, use your imagination to create a hashtag that aigns with El Burros brand principles. For instance, if you make a post about Mardi Gras, you may want to write #nola or #fattuesday.

Voice & Tone

When writing for El Burro social media you should sound:

Happy but not overjoyed,

laid back but not lazy,

friendly but not disingenuous,

fun but not silly,

casual but not slow,

irreverent but not crude,

humorous but not inappropriate

Overall, we aim for a fun, easy going tone on our social media platforms. We don’t want to sound too much like a sales pitch, or a way too enthusiastic restaurant like the ones that make the waiter’s wear “flare.”

First and foremost, most of your social media posts will be about food, food events, food specials, or food in relation to relevant calendar occurrences, like posts about eating El burro on valentines day, etc. You may want to take the time to read and familiarize yourself with the menu, so you can better describe and caption different menu items. When describing the food, do not use an overly formal tone.

Content Types

Instagram Posts

Food Features

Food features highlight a specific menu item from El Burro, either directly or indirectly. If direct, create a post and caption for an image of that menu item. If indirect, create a post and caption for an image of an ingredient in that menu item.

2. Weekly Specials

Weekly specials showcase whatever special or deal El Burro is running during a particular week.

3. Delivery Info

These posts urge and inform customers that they can order El Burro and have it delivered to them via Postmates.

Each of the three Instagram posts must be accompanied with the hashtag block, some original hashtags, and a relevant caption that follows El Burro’s principles and adheres to their voice and tone.

Facebook Posts

Atmosphere Posts

These posts are meant to demonstrate El Burro’s atmosphere. You must include pictures of people eating inside El Burro. Caption these pictures with casual text highlighting whatever food is depicted being eaten.

2. El Burro Vlog Posts

These posts must include a small accompanying captions that summarize the attached video blog. Video blog content includes cooking demos, taco parties, and El Burro at dinner time.

3. Food Feature Posts

Same as the Instagram food feature, but you must only use 3 accompanying hashtags, as explained in the hashtag policy.

Grammar and Usage

Instagram

End your sentence captions with fun emogis, not punctuation.
When asking a question, even a rhetorical one, use a question mark.
If highlighting a product, be sure to spell the name correctly and include the price

Facebook

Any events should have each letter capitalized
Omit punctuation unless you use exclamation points, question marks, or colons.
Readability is key, so use clear concise language
Don’t use be verb.
Use active language

Resources

Here’s what we want our Instagram to look like

https://www.instagram.com/elburropgh/

Here’s what we want our Facebook to look like

https://www.facebook.com/MadMexShadyside/

Here’s some general web writing tips

https://www.hampshire.edu/communications/web-writing-style-guide

El Burro Social Media Policy

Introduction

As El Burro’s new social media coordinator, your job is to cultivate and expand El Burro’s brand presence on Facebook, as well as maintain their brand presence on Instagram. You must work to communicate El Burro’s principles of fun, hip, casual family friendly dining. You must also broadcast and advertise El Burro’s food and food specials.

Social Media Guidelines

Logging In/Out

You will be given the password to El Burro’s Facebook and Instagram. In order to post, you must login. You must make sure to never enable “post as El Burro” through your personal social media. Once you are done posting, make sure you log out.

El Burro Social Media Conduct

When posting to El Burro, never swear or reference things that are not safe for work, like sex, violence, or other indecent things. Do not ever post about personal things related to yourself or your relationship with the restaurant on our professional social medias. Do not post about politics or controversial topics, and be sure to avoid engaging negatively with potential customers.

You must follow our style guide, found above, with regard to any posting you do for El Burro on Facebook or Instagram.

Personal Social Media Conduct

We ask that you do not post or mention anything related to internal El Burro staff, or your professional relationship with El Burro, on your personal Facebook. We ask that you refrain from engaging with people who leave negative comments on El Burro’s social media.

Please do not actively engage on any direct competitors social medias, like Mad Mex, Chipotle Pittsburgh, etc. We do greatly encourage you to actively engage with El Burro’s social medias, and to get your friends to comment and like as well.

Replying to Comments

Reply to all genuine customer inquiries, if you can. Don’t be afraid of poor comments or complaints, embrace them. Reply back and ask what El Burro can do to make the situation better. Be proactive.

If you are unsure how to respond to a comment, please call or communicate with the restaurant manager - 412-555-3333

Don’t feed trolls or flamers. Disregard these comments.

Never delete negative comments or complaints.

Goal

Increase sales of El Burro meals

Target

250 new net customers in the month of March

Strategy

Acquire new followers on Facebook by posting frequently and encouraging current followers and customers to check in, develop these followers into new transacting customers, in house or through Postmates delivery service. Develop new customers into repeat patrons.

Facebook has been chosen because it is the area El Burro’s current social media presence is lacking.

Customer Funnel:

First timers - those who haven’t eaten at El Burro but use social media and are friends with people who may have eaten at El Burro, may check in there, or tell them about it.
Transacting customers - those who have recently become new customers of El Burro. May or may not check in via Facebook.
Repeat Patrons - those who have eaten and continue to eat at El Burro, more than likely they have checked in to El Burro in the past.

Tactics

Publish different Facebook post content types for each different “customer type” in the funnel. For example, Facebook posts for “first timers” will be specifically those that showcase El Burro meals, with just a description of the food and it’s price. For individuals who have transacted or eaten at El Burro before, but may or may not have checked in via Facebook, these posts will feature either a daily special, a menu item, or picture of people dining at El Burro. Each will be captioned with some sort of relevant text with a message emphasizing they not forget to Facebook check in. For repeat patrons, we may post special promo codes for postdates delivery, as well as coupons for in house purchases, and special El Burro events.

Key Performance Indicators

New net Facebook check ins

New net Facebook likes, followers, and mentions

Redeemed Postmates codes or Facebook in house coupons

Positive mentions of El Burro food and atmosphere

Secondary Performance Indicators

10+ likes on El Burro posts

3+ comment Engagement on customer Facebook check ins

Attendance of special El Burro Events

Other data

El Burro website’s page authority

New followers on El Burro’s Instagram

Positive customer reviews

El Burro Goals & Targets

Social Media Distribution Strategy

Distribution Strategy Explanation

To accomplish El Burro Dos’ goal of bringing in 250 new customers in the month of April, we will work to expand El Burro Dos’ Facebook page’s reach through the help of El Burro’s steady Instagram following. Through organic and sponsored Facebook content, we will create posts that target potential customers as they move through the conversion funnel detailed in the above goals section. These pieces of content will be posted strategically throughout the day so that potential first time, transacting, and repeat customers will see them and feel compelled to transact with El Burro.

These posts will originate as Facebook posts in the launch, but will soon be reposted on El Burro Dos’ Instagram in correspondence to the opposite time they were posted on Facebook, so that anyone who didn’t see them in the first round will be exposed to them via Instagram. Instagram’s reposts of this Facebook content will hopefully drive Instagram followers to become Facebook followers.

Moreover, El Burro’s Instagram will post organic content of it’s own as well as what I have called customer generated content. This content will be not only a way of measuring new customers, but will also take advantage of the customers Facebook and Instagram reach to spread El Burro content. What will happen is El Burro employees will encourage patrons to check in, and take a picture with an El Burro art piece that has a cut out for their faces. Patrons will be told they are being see by El Burro Nation, and they will be encouraged to do so before leaving. Each time a customer has their picture taken can be a new customer generated post that is posted on El Burro’s instagram. We send the post to the customer and they are encouraged to organically repost our post or post the picture themselves along with the hashtag #ElBurrofamous.

24 hours following an Instagram post of customer generated content, El Burro’s Facebook account will repost it, completing the cycle.

Example Content Types

Content breakdown:

1st Round Facebook Posts: Organic content, sponsored content.

Facebook Organic Content Types

First timers (meal descriptions and price with image)

Transacting customers - (daily special menu item and/or picture of diners eating a meal)

Repeat patrons - meal promo codes, coupons, and invitation to in house events.

Sponsored Content - Postmates Calls to Action Featuring El Burro Dos

1st Round Instagram Posts: Organic content, Facebook Reposts, Postmates Calls to Action

Instagram Organic Content Types

1. Food Features

2. Weekly Specials

Weekly specials showcase whatever special or deal El Burro is running during a particular week.

3. Delivery Info

These posts urge and inform customers that they can order El Burro and have it delivered to them via Postmates.

Each of the three organic Instagram post content types are accompanied with the hashtag block, some original hashtags, and a relevant caption that follows El Burro’s principles and adheres to their voice and tone.

Reposts of organic Facebook content

Customer Generated Content

2nd Round Facebook Posts

Repost of Instagram posts of Customer Generated Content

Metrics for Measurement

Goal: 250 new El Burro Dos customers each month

Metric 1 - Customer generated content

El Burro Dos will launch a station at their restaurant where customers get their pictures taken. These pictures will be considered “customer generated,” but will be shared on El Burro’s Instagram and reposted on El Burro’s Facebook. We give customers a link to these posts and encourage them to share our post to their own followers. Tracking the amount of customer generated content will give El Burro a way to measure new customers generated by this social media campaign.

Metric 2 - Customer check ins

When customers enter El Burro Dos, they will receive a message on their smartphones or tablets from El Burro Dos wifi, encouraging them to sign on to their free wifi and to check in at El Burro and take advantage of El Burro Dos’ thousands of followers. In the past, El Burro Dos would be happy to receive Facebook check ins, but never took the step to encourage customers to check in. This can be very useful to help determine how many new customers El Burro Dos has received on account of their social media’s impressions. Because we can see if these customers have checked in previously, we can count those who didn’t as new customers.

Metric 3 - Redeemed Postmates Codes

El Burro Dos uses Postmates, an app based delivery service, to deliver food to customers. During this campaign, on El Burro Dos’ Facebook and Instagram, there will be sponsored ads running for El Burro Dos that contain Postmates codes for customers to use when they place an order with the app for El Burro Dos. By counting how many of the El Burro Postmates codes are used, we can count these as new delivery customers, and therefore new customers.

Metric 4 - Indirect - Engagement on Facebook Posts targeted toward first time customers

In this social media campaign, El Burro posts three different types of Facebook posts targeted toward three different customer profile. These include first time customers, transacting customers, and repeat customers. By looking at the engagement on the posts geared toward first time customers, we can estimate how many potential new customers we are reaching, and we can subtract that measure from the direct metrics above to get a sense of how well the social media campaign is performing.

If there are a lot of people engaging with the first timer posts, but not many checkins, customer generated content, or redeemed postdates codes, than we would say the campaign needs adjusted to be more effective. A perfect campaign would mean there is no difference between engagement of potential new customers and the actual measures of new customers.

El Burro Dos Social Media Strategy Rationale

I made choices in this social media strategy in an effort to shape El Burro Dos’ business goals into a feasible target that can be accomplished through specific social media decisions. As Blanchard noted in ROI, if you increase social media engagement and influence you can reach and create new net customers. In order to do so, I had to create a strategy for my content that would accomplish this. Taking a note from the Houston Chronicle Small Business site, I segmented El Burro’s customer pool into useful categories we could analyze, like potential new customers and repeat customers. According to Blanchard and Humphreys, grouping customers where they fall along a conversion funnel reflects rational choices customers make as they approach purchase. By segmenting our customers into groups like a conversion funnel, I can create a content types that engage with customers along each step in the journey, ultimately increasing overall conversion, and therefore creating more customers and more sales.

A second big choice I made for El Burro Dos’ strategy was expanding El Burro’s Facebook page’s reach through a cross platform campaign where it piggy backs off of El Burro’s Instagram followers. Shields discussed cross platform campaign in his section on distributing social content, and he included a social media campaign grid that had phases of posts, where one platform would repost important posts from others a day later. El Burro’s Instagram will repost Facebook content in my model. As I mention in my process doc, El Burro’s current Facebook page is inactive, and according to Weirdert, keeping inactive profiles can hurt businesses, if you want to benefit from social media, you have to actually commit to doing it.

I emphasize Facebook content and page, especially with regard to El Burro’s goal of creating new customers, because they have so many positive reviews on their Facebook, as I note in my process doc. By increasing engagement, more eyes will be on those reviews, and according to conversionxlr, potential customers trust user reviews 88% of the time. Lastly, I wanted to take advantage of user generated, or co-created content, as Shields puts it. According to him, content created by others, like the El Burro customer picture station I mention in my process doc, often offer more than the content your brand creates itself. Moreover, by taking photos of themselves at the restaurant, the user generated content will aid in measurement, create positive mentions on El Burro’s Facebook, which should also help increase it’s following. By taking these steps, El Burro social media content will work together to increase reach, and thus increase customers.