Social Media Strategy

A R A M A R K : U N I V E R S I T Y O F C A L G A RY
B R I T TA N Y P R I M R O S E , M A R K E T I N G C O O R D I N ATO R
Table of Contents
Establish SMART social media goals

Audit your social media presence

Develop a content strategy

Measure your progress

Refine your strategy

Aligning Social Goals to Business
Goals
Business Social Goals
Goals
Brand Reach
Awareness Consumption
Thought Shares, Likes,
Leadership Retweets
Word of Mouth Actions
Leads Conversion
Sales
Aramarks Social Media Goals
Goal #1: By August 1, I will create a social media strategy based on the best practices
guidebook to ensure that customers clearly understand our messaging as a company
and use our content to help make purchase decisions.
Goal #2: By September 1, I will create a weekly content stream of 10 tweets, 5
Instagram posts and 10 Facebook posts to help increase the awareness of our
company through social media
Goal #3: At the end of each month, beginning September 30, I will dedicate time to
analyzing social media results through the use of Hootsuite, Postreach, SproutSocial
and Facebook Insights to further improve our brand awareness and reach.
Goal #4: By January 1, I will increase content sharing and commenting by 10% through
the use of opt-in incentives and contests in order to increase our brand awareness and
reach.
Audit of Aramarks Social Presence
Social Media URL Followers Late Date
Sites Modified
Instagram https://www.instag 289 June 8, 2017
ram.com/aramark
ucalgary/

Facebook https://www.faceb 31 Likes March 28, 2017

ook.com/Aramark
UCalgary/?fref=nf

Twitter https://twitter.com/ 107 April 10, 2017

aramarkucalgary?
lang=en
Target Audience: Best Practices Guide
Target Audience: UCalgary

1st Year Demographics

5,994 full time students
Based on 2015 numbers
Primary target audience
18 22 years old
Target Audience: UCalgary

1st Year Demographics

756 part time students
Based on 2015 numbers
Secondary target audience
18 22 years old
Target Audience: Getting Social
 Target Audience: Gen Z Social Usage
57% say that
Average Facebook has a
attention span is place in the
8 seconds, social media
emphasis on Facebook space for their
Instagram
high quality 57% generation
52%
photos

Pinterest Twitter 79% use

15% 34% Facebook for as
Primarily women, a video
Do It Yourself destination
(DIY) content

Used multiple times per day

Know Your Competition

Competition lacks social media

presence

According to pricing comparison,

we are fairly priced

We also have meal plan

advantage for 1st year students
Social Content Strategy

Use the social media content rule of thirds:

of content promotes business and converts

audience
of content shares ideas and stories from
thought leaders
is original brand content
Develop Aramarks Content Strategy
Original Content

Original Content Social Media

Shared Content:

Shared Content Social Media

We will post to the following channels this frequently:

Instagram/1-2 times per day

Facebook/2-3 times per day
Twitter/ 2-3 times per day
Develop Aramarks Content Strategy
Our audiences: Millennials (Gen Z)

Editorial Calendar (maps out content release): Editorial Calendar Fall 2017

Social media content calendar (maps out promotion plan): Content Calendar Fall 2017
Aramarks Progress
Lowest
Social Media Top Performing Action
Performing
Channel Content Required
Content

Campus, Meaningful
Catering, Staff Live Plus, Content,
Instagram
and Students, Weekly Menus Streamline
New Features Weekly Menus

Community Majority of
Get People To
Facebook Donations, Posts: Live Plus,
Your Page
Events Weekly Menus,

Organic Content,
Featured Meals, Live Plus, VOC,
Increase
Twitter Community Check Out our
Mentions and
Mentions Instagram
Cross-Posting
 @aramarkucalgary

Instagram
Analytics Aramark at
University
Facebook of Calgary
Analytics
@aramarkucalgary

Twitter Analytics
Top engagement is 35 likes

Lowest engagement is 1-4 likes

for Menu Posts

Fav posts include:

Personal Connection
Catering
Campus
New Features
Majority of posts have zero
engagement

Well received posts include:

Personal Connection
Philanthropic
Community Involvement
Holiday/Events
Top engagement through mentions

Oct 2017 - 12 new followers

Impressions range from 222 461

Aramarks Learnings
What worked well?
Video Content
Posts with Staff/Students Personal Connection
Community Involvement Donating to local groups #KeepItOnCampus
Sustainability Fair Trade Coffee, Sustainable Sourcing
What didnt work well?
Daily Menu Posts
Live Plus Deals
Aramarks Learnings
Our new goals for the next period/quarter are:

Goal #1: Acquire Goal #2: Retain Goal #3: Increase

New Followers Existing Followers Engagement
Sponsored Posts Meaningful Content Contests

Goal #4: Increase

Reach Goal #5: Analyze,
User Generated Analyze, Analyze!
Content
Aramarks Learnings
Changes we will make to our strategy based on learnings are:

Meaningful Content Deals, Notices, Menus

Community Based Personal Connections, Events

Provide Solutions Live Plus App, LifeHacks

Convenience Use of Video, Bursts of Information