Elemental Pizza

Elemental PizzaChristian DotySean HeinDaylon KaramaticJeffrey OHaleckAdriana Park

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Company OverviewCompany Established in 2012 by Steve Rosen and James AllardTwo locations: University Village Seattle and Downtown TacomaWood Fired Pizza CreationsSpaces designed to capture an industrial feelEmphasis on Experimentation

Jeff

Mission StatementElementals Company Mission Statement:To create a friendly restaurant built for comfort, experimentation, and good times.

Social Media Mission Statement:To create social media spaces where people can freely and safely participate with the Elemental Pizza community. Whether it be their kitchen or ours, we aim to foster participation in the Elemental Pizza community by sharing our love for people, for pizza, for creativity about what makes the perfect pie, for opportunities to experiment, and celebrate the good times and special moments where pizza and people come together, because all these ingredients are essential, we celebrate them at Elemental.

Jeff

Current Social Media Presence FacebookInstagramTwitterYoutubeGoogle+Yelp

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Now passing it off to Daylon for Current Social Media...

Competitive AnalysisTacomaContext:Main street downtownCompetitors (within 5 mile radius):12+ all ages dine-in spaces7 pizza placesThe Rock Wood-Fired KitchenPaesanAbellaPuget Sound PizzaCity LightsDominos

SeattleContext:Upscale strip mallCompetitors (within 5 mile radius):12+ all ages dine-in spaces4 pizza placesDelfinosPapa JohnsDominos

Social Media SWOT AnalysisStrengthsCompany image is reflected on current social mediaVideos Photos of the environment and foodEasy access to menus, prices and promotions

Weaknesses Low consumer engagementLittle activity on their social media pagesNo active conversationsLow amount of followersNeglecting some of the other big social medias

Social Media SWOT AnalysisOpportunitiesPartnering with the University of Washington.Cross-promotion by partnering with other companies.Other popular social media websites.ThreatsOther similar businesses in the market - competition.Little recognition.Only two locations.Message misinterpretation.

Goals and ObjectivesStrengthen social media presence (increase followers and likes)Increase companys activity on social media networks Expand company to new location within the next two years Showcase contests with awards using social media networks

Strategies Local AdvertisingCollege-based customers.University of Washington - Seattle and Tacoma campuses.Targeting customers who are in the area.Customer Engagement Part 1Designed hashtags and photo SharingPromotions for returning customers

Strategies Customer Engagement Part 2Create conversations with customers.Reconnect with customers.Feedback. Student Organization CollaborationPartner with student organizations.Local partnerships

Strategies Focused DifferentiationKeeping the originality, creativity and freshness in social media.Creating a positive brand image on social media.Parallel the companys culture in social media.

Target Group: FamiliesMiddle and Upper Class Families:Working Professionals in the Early Stages of the Family CycleWives and Husbands in the Later Stages of the Family CycleCollege StudentsGrandparentsChildren

Target Group Research - Facebook

Target Group Research - Twitter

Target Group Research - Instagram

Target Group Research - LinkedIn

Target Group Research - Pinterest

Target Group Research - Google+

Target Group Research - Snapchat

Available ResourcesHire a Social Media Manager outside of Elemental Start recruiting process with LinkedInTake advantage of hiring sites and business colleagues Hire two part time employees to fill the full time social media consultant A social media department and campaign must be established resources

Content StrategyOnce target segments are categorized begin gathering information Decipher information or data Elemental currently has on target consumers Gather research on studies done, articles written, and analytical websites Listen to what consumers are saying and requesting

Analyze Tools- FacebookAccording to USA Today: Facebook is used by 53% of American population and continues to growWill have broadest reach amongst all target marketsCan communicate directly with customersMost companies have a home Facebook page

Analyze Tools - TwitterTwitter is used by 15% of all Americans48 million American usersCharacter limit on postsTrendy hashtags and catchphrases Quick promotions and messages

Analyze Tools - LinkedIn28% of Americans used LinkedInGreat way to connect with other professionalsExpand business opportunitiesProfessional outlet to prospective management

Analyze Tools - YoutubeAccording to Youtubes statistics portion of their website, there are currently over a billion usersReaches more 18-49 year old than cable televisionGreat way to show why a product is uniqueBroad appealCan generate ad revenueCould have negative backlash creating controversial videos

Analyze Tools - Instagram

According to eMarketer, by 2019 Instagram will have a reach of 111.9 million AmericansAppeals to younger generationEasy way to show off your productTrendy hashtags have potential to reach millions of users

Implementation PlanUse major social media networks to inform and gather data to and from targeted consumers Use Facebook to partake in conversation with consumers, reactions and opinions Twitter to gather data and showcase new promotions YouTube to present to the general public the competitive advantage of wood fire ovensCapture experiences and promote contests using Instagram Search and post job openings using LinkedIn

Project Plan

Social Media Marketing Division Hierarchy:

Social Media Marketing ManagerSocial Media Brand ChampionsSocial Media Marketing Manager Interns

Project Plan

Social Media Marketing Rollout:Create Social Media AccountsCreate Monitoring and Tracking Tools AccountsCreate Training ProgramCertify Interns and Brand ChampionsContent Delivery Loop (Create, Deliver, Monitor, Assess, Retool)Internal Feedback Loop (Acquire Input, Delegate, Monitor, Assess, Retool) Success Meetings (Acquire Input, Analyze Performance, Refine Strategy, Commit)

Budget - Roles and ResponsibilitiesBudget of at least $100,000 should be set aside to establish a social media department and campaign.Average salary of Social Media Manger $47,000 per yearAverage salary of Social Media Consultant $20,000 per year (split between two part time employees)Remaining $33,000 to go towards the campaign itselfSteering Committee consists of Social Media Manager, Chief Marketing Officer, and a member from the board of directors

Foreseen ResultsLocal advertisingIncreased UW student, staff and faculty traffic in the restaurant.Use of promotional codes that are advertised online.

Foreseen ResultsCustomer EngagementUse of hashtagsNumber of followers and likes on social mediaIncreased online conversations

Foreseen ResultsStudent Organization CollaborationTurnout of event collaborationsMore University member clients

Performance Measures Facebook Likes CommentsPage activity Check-ins

Twitter LikesRetweetsMentionsHashtagsInstagramLikes Hashtags

YouTube ViewsLikesSubscribers

Plan for Managing Social Media Owner of Elemental manage pagesPromote social media manager within or outsideUse social media management software

Thank you!

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