PANDA EXPRESS

S O C I A L M E D I A S T R AT E G YL I Z G A R C I A

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TABLE OF CONTENTS1. Executive Summary February 20172. Social Media Audit

a. Social Media Assessment, February 2017b. Traffic Sources Assessment, June 2016 – September 2016c. Customer Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives4. Online Brand Person and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results February 2017-April 2017

EXECUTIVE SUMMARY• Our social media goals for 2017 will revolve around creating a more

interactive customer experience when they visit our website and directing traffic from our online databases to our different store locations.

• Our top priority is designing fun and innovative ways to capture our customer’s attention and increasing productivity to meet customer demands.

Two major strategies will help us accomplish these goals:1. Boost activity on all social media platforms2. Incorporate interactive conversations amongst consumers

SOCIAL MEDIA AUDIT• The following table showcases Panda Express’ social media activity to date

– February 2017• Social Media Assessment – February 19th, 2017Social Network URL Follower Count Average

Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/PandaExpress

34.1K 24 posts per week

5%

Facebook https://www.facebook.com/PandaExpress/

3.1M 12 posts per week

2.5%

Instagram https://www.instagram.com/officialpandaexpress/?hl=en

40.7k 8 posts per week

4%

LinkedIn https://www.linkedin.com/company-beta/18306/?pathWildcard=18306

9.2k 2 posts per week

1.5%

WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 3,500 unique visits 20% 3.2%Facebook 10,000 unique visits 55% 5.7%Instagram 2,000 unique visits 10% 0.7%LinkedIn 1,500 unique visits 0.2% 0.1%

Timeframe: Monthly Average, June 2016 – September 2016

Traffic Summary:Currently: Facebook is the most effective social media platform that is driving traffic to our official company website. The conversion rate has a large gap between other social media platforms, making Facebook the most suitable for any kind of innovative advertising or for posting new content.

AUDIENCE DEMOGRAPHICS ASSESSMENT

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

65% 18-30

25% 31-40

10% 41-55

10% 56-80

45% Female

55% Male

45% Female

55% Male

60% Facebook

20% Instagram

15% Twitter

40% Instagram

25% Facebook

15% Twitter

Doing something outside of their comfort zone or something new

Being surrounded by their social network while doing new things

Survey distributed May/April 2016 via email. Total applicant responses: 2000

Audience Demographics Summary: The majority of participants were in the 18-30 age group and used Facebook as their primary social network, with secondary social networks being Instagram and Twitter. Instagram should be further developed in order to gain more website traffic.

COMPETITOR ASSESSMENTCompetitor Name Social Media Profile Strengths WeaknessesPei Wei Asian Diner https://

www.facebook.com/peiwei/

All dishes are made fresh and are customizable. There are 190 locations and they continue to grow.

Only have 5 international locations and there isn’t a lot of social media interactions, thus the company continues to be less known.

Sarku Japan https://www.facebook.com/Sarku-Japan-306021082404/

Specializes in a niche market; teriyaki and sushi with an Americanized twist on Japanese cuisine.

Not many locations so it’s not very well known and weak social media presence.

P. F. Chang’s https://www.facebook.com/pfchangs/

Fresh and new. Founded in 1993 and continues to grow. Huge focus on technology and customer interaction.

Not too many international locations, and their food is pricier so it isn’t an every-day restaurant. Competitor Assessment Summary: All competitors are present on social media and their

Facebook has the most followers for each but they are all lacking on international presence.

SOCIAL MEDIA OBJECTIVES

• Objectives:– Increase visitors to website by 40% in the

next 7 months by incorporating different social media platforms• Increase brand awareness by using Twitter

mentions to reach larger population• Create more brand hashtags on Twitter

and Instagram– Gain 4000 new Instagram followers in 3

months– Post 20% more content on Facebook and

30% more Instagram content in the next 5 months.

• KPIS– Number of Visitors on Facebook– Number of Instagram Followers– Number of posts and videos on

Facebook and Instagram– Sentiment Analysis

• Key Messages– Innovative American-Chinese fusion

dinners– Healthy and fresh fast food at your

fingertips

In 2017, our social media goals will revolve around creating a more interactive customer experience when they visit our website and directing traffic from our online databases to our different store locations. In order to accomplish this, we will create more interactive online media for our customers to use and learn more about our company.

ONLINE BRAND PERSONA AND VOICE• Adjectives that best describe our

brand:– Fast– Casual– Delicious– Attentive

• When interacting with customers:– Involved– Friendly– Perfectionists

TOOLS

• Paid: – Every Thursday, boost all Facebook posts with at least a

60 organic reach rate for the beginning of the weekend in order to reach a large majority of the 3.1M followers, as well as at least 20 likes and 50 follows.

•Owned:– Encourage guests to leave feedback by answering the

survey questions on the back of their receipt and posting their experiences on Twitter with the hashtag #PandaPals.

• Earned:– Monitor Twitter for keywords and terms that can later

be used in an AdWords campaign to gain more website traffic. Terms could include: Chinese food, Chinese delivery, healthy entrees, fresh meals, etc.

• Approved Tools:• HootSuite• Buffer• Twitter Analytics• Facebook Analytics• Google Adwords

Existing Subscriptions/Licenses:

PhotoshopVimeo

ONLINE BRAND PERSONA AND VOICE

TIMING AND KEY DATES• Holiday Dates:

– Valentine’s Day– Labor Day– Thanksgiving Day– Halloween– Christmas Day

• Internal Events:– Pepe the Panda to join UF Dance

Marathon on April 13th

– June 16-19th 2017, Free Kid’s Meal with the purchase of a 2-Entrée Plate.

• Reporting Dates:– Reporting will occur once every

quarter beginning in February 2017, and will continue every month. Specific dates to be announce.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES• Marketing Director: Liz Garcia• Social Media Director: Kassandra Aladro• Social Media Coordinator: Tomas Sanchez• Supporting Social Media Team Members:

Marco Munoz (advertising manager), Bradley Evans (communications director), and Lisdelys Garcia (lead graphic designer).

SOCIAL MEDIA POLICY• Social Media has become a typical day to day luxury enjoyed by most

individuals. As an employee at Panda Express, it is expected that you conduct yourself appropriately when speaking on behalf of the company, thus you must execute a sense of etiquette with your use of social media. • Be Respectful • Be Understanding of different people and point of views.• Don’t start trouble• Use Common Sense• Be Friendly• Be Helpful• “Treat Others How You’d Like To Be Treated”

Panda Express takes social media use amongst Employees seriously. As a member of the Panda Family, it is expected that you follow the above rules and inconsistencies may lead to corrective action.

CRITICAL RESPONSE PLAN• Scenerio 1: Tweet about incorrect Food safety is sent from @theofficialPandaExpress.

– 1. When Tweet is Detected:• Take a Screenshot of the Tweet with it’s timestamp and date. • Delete the Tweet• Alert Kassandra Aladro (Social Media Manager), if Kassandra isn’t available, Message Bradley

(communications director). – 2. Kassandra to Sync with Bradley and organize a communications plan. – 3. Kassandra develops a follow up Tweet after the initial. – 4. If the news have picked up on the situation, Contact all news stations. – 5. Investigate staff members and locate the employee who sent out the tweet for a stern

re-evaluation of performance.

MESSAGING FOLLOW-UP TWEET WILL BE DETERMINED AT A TIME OF CRISIS, ALL DEPENDENT ON THE CONTENT OF THE TWEET SENT OUT.

MEASUREMENT AND REPORTINGQuantitative KPIs• Reporting Period: 6 Months• Date as of June 2016Website Traffic Sources Assessment• Time Frame: Monthly Average from January 2016-January 2018

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1400 unique visits + 25% growth

16% 3.7%

Facebook 2000 unique visits +5% growth

12% 0.8%

LinkedIn 3000 unique visits + 32% growth

20% 4.2%

SOCIAL NETWORK DATA• Time Frame: As of February 1st, 2017

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/PandaExpress

7000 Unique Visits +20% growth

24 posts per week + 5% growth

5%

Facebook https://www.facebook.com/PandaExpress/

4000 Unique Visits +15% growth

12 posts per week + 2.5% growth

2.5%

Instagram https://www.instagram.com/officialpandaexpress/?hl=en

2000 Unique Visits +20% growth

8 posts per week + 3% growth

4%

LinkedIn https://www.linkedin.com/company-beta/18306/?pathWildcard=18306

1500 Unique Visits +15% growth

2 posts per week + 5% growth

1.5%

SOCIAL NETWORK DATA CON’T• With all social media platforms generating traffic to the official website and

increasing revenue, we have elected to continue to put in effort into our social media campaigns and continue to create interactive content for customers to enjoy, whether in our restaurant lobby or at home.

• LinkedIn will continue to be at the forefront of our social media efforts, in order to connect with all kinds of individuals from around this beautiful and diverse world.

#PandaBuddies Hashtag Performance• Between June 2016 – September 2016, the hashtag was mentioned 2000

times on Twitter and 3000 times on Instagram. • 500 Instagram posts posted with the hashtag yielded higher responses, due to

users tagging their friends on the photos as well. Qualitative KPIs• An Analysis of 100 Facebook

posts, 100 Twitter and Instagram posts revealed the following:• Majority of customers

happy with their visit. • The most negative traffic

to deal with is with food pricing.

Proposed Action Items• Continue #PandaBuddies

Campaign• Continue encouraging guests

to leave feedback surveys• Prepare a Mission statement

and Code of Ethics for next hiring season.