Professional Writer 

What is El Burro Dos?  

 

El Burro Dos is an authentic inspired Mexican restaurant located in Regent Square. El Burro Dos offers take out, dine in, and delivery. EL Burro Dos’ co- owner grew up right along the border in San Diego and described the food as a sort “border-style” fare – he also operates the Round Corner Cantina in Lawrenceville, a dine in Mexican restaurant in Pittsburgh proper. El Burro Dos operates mainly from 11:30 am to 9pm.  

 

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

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Brand Pitch

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El Burro Dos provides an inclusive, fun, family friendly atmosphere along with fresh, authentic, fast, but delicious meals, and a playful, vibrant dining room aesthetic.

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El Burro Brand Analysis

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Looking across all El Burro Dos media, from their menu, website and social media, we see El Burro’s food is front and center. Their Instagram provides 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.

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Without even looking at their social media, and just examining the menu, you get a sense that El Burro is the type of place you can loosen your collar at, not a formal, fancy dining setting that will break the bank. The cartoon depictions of bulls, along with 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 fast food like Qdoba and Chipotle.

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When you peruse their menu and look inside and outside of the restaurant you get the sense 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 food centric, and this is their image. You don’t see t-shirts with just words or coffee mugs advertised in the store, but food and the El Burro bull. Even their drink products, like Mexican coke and Jarritos 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 defines their brand.

 

Social Media Analysis

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In terms of the big three, El Burro Dos has a Facebook and Instagram, but 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.

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In contrast, however, El Burro Dos’ Facebook page is fairly inactive. 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.

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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.

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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 perhaps 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.

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First, 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.

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On Mad Mex’s Twitter, they utilize 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, authentic but still traditional brand by posting things vibrant images of their food and people enjoying it. Their tweets actually talks to potential customers 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.

 

El Burro Dos Audience Analysis

 

El Burro Dos’ Audiences

 

Primary Audience - Pittsburgh Families

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El Burro’s size and manner make their primary audience families and friends, as it’s conducive for small gatherings of close people. Their size and atmosphere communicate that they actively seek and accommodate close friends and relatives. El Burro is certainly not a great stop for a business dinner or meeting, as it is a stop in, order, and eat kind of place.

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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. It’s also important to note that working people, who may need a quick meal, will fall in this category as well.

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Secondary Audience - College Students/Young People

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El burro is located in regent square, near two elementary schools and few local universities and colleges. El Burro targets these younger 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 quiet environment to study in while you wait for you food, and the fact that they serve sugary sodas over alcohol lets you know they see the young people who may have come to El Burro at first with their parents as a secondary audience.

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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.

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Tertiary Audience - Neighboring Businesses and Delivery Drivers

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Along the strip of buildings El Burro Dos occupies on North Braddock Ave, there exist 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 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.

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El Burro Dos Audience Characteristics 

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Families (Primary Audience)

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Demographics

 

“Parents” or elder people 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.

 

Primary Audience Location

 

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

 

Primary Audience Interests

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

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Primary Audience Behaviors

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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.

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Primary Audience Influence

 

Parents and people related to each other influence their children, or 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)

 

Secondary Audience Demographics

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Young men and women aged 16-22, medium income around $0-$10,000, of multiple genders and races, English speaking along with 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.

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Secondary Audience Location

 

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

 

Secondary Audience Interests

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

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Secondary Audience Behaviors

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Partying, turning up, eating bad food, playing sports, listening and playing music, watching sports, doing recreational substances, posting to social media, drinking alcohol, having sexual encounters, studying, having conversation.

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Secondary Audience Influence

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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 University 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

 

Tertiary Audience 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.

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Pittsburgh Delivery drivers: aged 18-30, medium income around $16,000 a year, of multiple genders and races, and English speaking.

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Tertiary Audience Location

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Owners: Regent Square, North Braddock Avenue, from the intersection at Forbes to the I-376 east ramp.

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Drivers: Anywhere within Postmates range of delivery for Pittsburgh.

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Tertiary Audience Interests

 

Owners: their business, bottom line, food, goods, services, profit, business compliance, family.

 

Drivers: money, contracting, good weather, tips, fast restaurant service, fast driving

 

Tertiary Audience Behaviors

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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.

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Drivers: deliver things to customers, pick up food and or items, transport items, drive carefully, talk about the places they deliver from

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Tertiary Audience Influence

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Owners: If your competition, like other restaurants, order 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)

 

Parents, families and other related people like friends use 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 to. 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.

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

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This audience makes self expression their main goal for social media, as well as making friends, and using social media to communicate and make plans with those friends. During the time they spend with friends they may desire to broadcast what happens to them on social media, which helps further define themselves, and increase the chance they will make more friends. In a reading of Humphreys’ Social Media: Enduring Principles, she speaks  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)

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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.

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El Burro Dos Area of Potential

 

I chose El Burro Dos to base my social media campaign, first, because it doesn’t have a very developed social media presence. Their 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 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.

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In terms of opportunity, El Burro Dos can use it’s more prominent Instagram page to encourage engagement and gain a larger following on its Facebook page. This allowed me to implement goals for El Burro Dos that could be accomplished by increasing El Burro Dos’ Facebook and overall social media engagement.

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Moreover, I wanted to showcase and utilize one of the better parts about their empty Facebook page, their organic reviews and check ins, which are all overwhelmingly positive. If we get more eyes on these reviews, word of mouth and recommendations are sure to follow.

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El Burro Dos Social Media Strategy Action Plan

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El Burro Dos Goals and Targets

 

Goal

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Increase sales of El Burro meals

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Target

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250 new net customers in the month of March

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Strategy

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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.

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

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Customer Funnel:

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1. 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.

2. Transacting customers - those who have recently become new customers of El Burro. May or may not check in via Facebook.

3. 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

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Publish different Facebook post content types for each different “customer type” in the funnel at specific times to instigate transactions. 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.

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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

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Other data

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• El Burro website’s page authority

• New followers on El Burro’s Instagram

• Positive customer reviews

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El Burro Dos Distribution Strategy: Timeline, Calendar, and Explanation

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El Burro Dos Distribution Strategy Explanation

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To accomplish El Burro Dos’ goal of 250 new customers each month, 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 its own as well as what I have termed “customer generated content.” This content will allow us to measure how many new customers our campaign creates, 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 at an El Burro check in station that encourages patrons to share their picture with El Burro’s “thousands of followers.” 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.

 

El Burro Dos Content Examples and Labels

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First Timer Post Example

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This is an example of a piece of Facebook content geared toward potential first time customers. In these posts we see just a photograph of an El Burro Dos meal, along with its title and price in the caption. First time customers may look at this post and perhaps think that they want to go get that meal.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Transacting Customers Post Example 

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This is an example Facebook content piece for a transacting customer type. Here, we showcase sales and events to individuals who have enjoyed El Burro meals in the past. The idea behind this content type is that seeing a sale or event may drive the customer to become a repeat patron.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Repeat Customer Post Example 

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This is an example Facebook content type for a repeat patron. For those who have already shown to be loyal customers, we give out special gift codes like this one for a meal for two on Valentine’s day.

 

 

 

 

 

 

 

 

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Postmates Sponsored Content Example 

 

This is an example piece of sponsored Facebook content. Along with the customer funnel, we pay Postmates to sponsor content with codes for El Burro meals. Checking to see how many codes have been redeemed allows us to help track how many new net organic customers we have received through Postmates delivery service.

 

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Customer Generated Content Example

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This is an example of a reposted piece of customer generated content, from El Burro Dos’ Instagram feed and the #ElBurrofamous campaign, on El Burro Dos’ Facebook page. The customer generated content helps with engagement, and the customers are encouraged to check in at the customer generated content station and share their post on their own social medias. The customer generated content also helps track new El Burro Dos customers.

 

El Burro Dos Social Media Strategy Evaluation Plan

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Metrics for Measuring Goals and Reporting Plan

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Metric 1 - Customer generated content

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El Burro Dos will create a station at their restaurant where customers can 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 net customers.

 

Metric 3 - Redeemed Postmates Codes

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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 net customers.

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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.

 

Reporting Plan

 

By looking at the engagement on posts geared toward first time customers, we can estimate how many potential new customers are campaign reached. We can subtract that measure from the direct metrics above to get a sense of how well the social media campaign performs.

 

If there are a lot of people engaging with the first timer posts, but not many check-ins, 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 Supporting Documents

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El Burro Dos Style Guide

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El Burro Dos Brand Principles

 

About the Client

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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

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Post Length and Web Style

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Facebook

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

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Make sure to capitalize all nouns and event titles.

 

Include three hashtags, see hashtag policy below.

 

Instagram

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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.

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Instagram El Burro Hashtag Block

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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.

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#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.

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Incorporate two hashtags from the above block.

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

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Create an Original Relevant Hashtag

 

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

 

Voice & Tone

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When writing for El Burro social media you should sound:

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Happy but not overjoyed,

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laid back but not lazy,

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friendly but not disingenuous,

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fun but not silly,

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casual but not slow,

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irreverent but not crude,

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humorous but not inappropriate

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Overall, we aim for a fun, easy going tone across 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.”

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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.

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Content Types

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Instagram Posts

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1. Food Features

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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.

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2. Weekly Specials

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

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3. Delivery Info

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

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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.

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4. Facebook Reposts

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5. Customer Generated Content

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Facebook Posts

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1. Atmosphere Posts

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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.

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2. El Burro Vlog Posts

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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.

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3. Food Feature Posts

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

 

4. Customer Funnel Posts (re-posted on Instagram)

 

5. Customer Generated Content Repost from Instagram

 

Grammar and Usage

 

Instagram

 

1. End your sentence captions with fun emogis, not punctuation.

2. When asking a question, even a rhetorical one, use a question mark.

3. If highlighting a product, be sure to spell the name correctly and include the price

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Facebook

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1. Any events should have each letter capitalized

2. Omit punctuation unless you use exclamation points, question marks, or colons.

3. Readability is key, so use clear concise language

4. Don’t use be verb.

5. Use active language

 

Resources

 

Here’s what we want our Instagram to look like

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

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Here’s what we want our Facebook to look like

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

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Here’s some general web writing tips

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

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El Burro Dos Social Media Policy

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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.

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Social Media Guidelines

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Logging In/Out

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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.

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

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Personal Social Media Conduct

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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.

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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

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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.

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

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

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Never delete negative comments or complaints.

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El Burro Dos Social Media Strategy Rationale and Conclusion

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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’s 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.

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The second big choice I made for the strategy was expanding El Burro’s Facebook page’s reach through a cross platform campaign by piggybacking 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. In a similar model, El Burro Dos’ Instagram will repost Facebook content in my model. As I mentioned in my process doc, El Burro Dos’ 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, 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 created for the strategy, 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.

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By crafting a strategy that works within and without itself, and across platforms, to increase Facebook engagement, I believe El Burro will see an increase of new net customers along with new net likes on it’s Facebook page. If successful, I forsee El Burro Dos’ Facebook page following will increase to somewhere near the level of followers on their Instagram page. In conclusion, if this strategy were implemented El Burro would take advantage of the good will they generate in user reviews and check ins on Facebook while driving new customers and new business.

 

Works Cited

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Birkett, Alex, et al. “How User Generated Reviews Affect Conversion Rates.” CXL, Conversion XL, 11 Aug. 2017, conversionxl.com/blog/user-generated-reviews/.

Blanchard, Olivier. Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. Que, 2011.

Discovery PPS, Admin. “Brashear High School.” Discover PPS, discoverpps.org/brashear.

Editor , NSC. “El Burro Brings Tacos and Burritos to the Northside.” Northside Chronicle, 1 Nov. 2012, www.thenorthsidechronicle.com/El-Burro-brings-tacos-to-the-Northside/.

El Burro Dos, Admin. “El Burro Dos.” Facebook, www.facebook.com/elburropghdos/?ref=br_rs.

El Burro Dos, Admin. “El Burro Dos Homepage.” El Burro Dos Pgh, elburropgh.com/.

El Burro Dos, Admin. “El Burro Dos PGH Instagram.” Instagram , www.instagram.com/elburropgh/.

Hampshire, Admin. “Web Writing Style Guide.” Www.hampshire.edu, www.hampshire.edu/communications/web-writing-style-guide.

Humphreys, Ashlee. Social Media: Enduring Principles. Oxford University Press, 2016.

Mad Mex, Admin. “MAD MEX ~ Official (@Madmexau) • Instagram Photos and Videos.” Instagram, www.instagram.com/madmexau/?hl=en.

Mad Mex, Admin. “Mad Mex Shadyside.” Facebook, www.facebook.com/MadMexShadyside/.

Markgraf, Bert. “Rationales for Marketing Strategies.” Small Business.Chron.com, Chron.com, 26 Oct. 2016, smallbusiness.chron.com/rationales-marketing-strategies-51401.html.

Mex, Mad. “Mad Mex (@mad_mex).” Twitter, Twitter, 31 Mar. 2018, twitter.com/mad_mex.

Patron Mexican Grill, Admin. “Patron Mexican Grill.” Facebook, www.facebook.com/patronmexgrill/.

Pitt, Admin. “Pitt Homepage.” University of Pittsburgh |, pitt.edu/.

Postmates, Admin. “Postmates: Get Anything Delivered-Food, Drink, Grocery, and More.” Postmates: Get Anything Delivered—Food, Drink, Grocery, and More, postmates.com/.

Shields, Ben. Social Media Management Persuasion in Networked Culture. Oxford University Press, 2017.

Sobal, Alex. “5-Step Guide to Reviving an Inactive Facebook Page or Twitter Profile.” Weidert Group Is a B2B Inbound Marketing Agency for Industrial Manufacturers, www.weidert.com/whole_brain_marketing_blog/bid/205875/5-step-guide-to-reviving-an-inactive-facebook-page-or-twitter-profile.