Social Media audit // strategy // plan

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Social Media Audit/Social Media Strategy

Sarah Brosy / Nichole Mead brosy@uoregon.edu / nmead@uoregon.edu J412: Course Number: 37335


Part One: Social Media Chart Name of Social Media Outlet

Twitter

MySpace

Official Website

URL

Bio/Information

Number of Fans/Followers/Subscribers

http://twitter.com/#!/burgervilleusa

Burgerville, a chain of quick service restaurants located in Oregon and Washington, serves guests fresh, great tasting food from a mission of serve with love

5942

http://www.myspace.com/burgervilleusa

With more than 1,200 employees and 39 restaurants throughout Oregon and Southwest Washington, The Holland Inc., parent company of Burgerville, highlights fresh, locally grown ingredients to bring guests the most flavorful and highest quality food available. Burgerville is committed to fresh, local and sustainable practices, living this commitment through partnerships with local businesses, farms and producers.

406

http://burgerville.com/

“This year, we are proudly celebrating 50 years of serving Northwest communities. Since 1961, we’ve been committed to working directly with local farmers and sustainable partners to bring you the freshest seasonal menu possible. You are the reason we’re here, and we’ll continue to honor and support the people and communities we serve.”

N/A


YouTube

Facebook

http://www.youtube.com/user/burgervilleTV

Burgerville, a chain of quick service restaurants located in Oregon and Washington, has always maintained a commitment to fresh, local and sustainable offerings and serves guests great-tasting food from a mission of serve with love.

43

http://www.facebook.com/burgerville

Burgerville, a chain of quick service restaurants located in Oregon and Washington, serves guests fresh, great tasting food from a mission of serve with love.

32261


Part One: Social Media Report 1. What type of content is being shared? Being that there are five different media outlets for Burgerville to share content on, there is a lot of information being shared; and depending on what social media outlet you visit, the content you read will vary. For an example when dealing with the Twitter account you will gain information regarding the promotional food (i.e. “Burgerville's Birthday celebrations continue in St. Johns and Parkrose Saturday 11-8 PM. 99 cent original cheeseburgers, family fun & more”). However, if you were to visit their YouTube site you will experience a video titled “Meet Burgerville’s President and CEO – Jeff Harvey”; a very different type of content than Twitter. If you were to visit their official website you would experience the history of the company and locations of the stores. MySpace and Facebook are similar to Twitter in regards to posting information on their wall about upcoming events and promotional deals. Depending on what type of information you want to know and find out about Burgerville you can be certain you will find it on one of these five social media outlets. 2. Does there appear to be a schedule for content? Or are the posts irregular/inconsistent? Once again depending on what site you are visiting you will experience a different consistency of content. One of the least irregular sites that Burgerville runs would be their YouTube site. The last post/movie that was posted on this particular site was from May 18, 2010, over a year ago! MySpace is the second least used site, with the last comment being posted on September 28, 2010. Facebook and Twitter are the most often-updated social media sites, with content being posted within the last couple of days. In regards to Facebook and Twitter the content does not look like it is scheduled, rather updated when necessary to promote their new specials. 3. What kind of “personality” does the organization seem to have in its social media content and conversation? Much of the content has the personality of business oriented. 4. Based on content what are the organization’s key messages? The key messages that the company seems to promote are its dedication to local food and commitment to its communities. You can form many different posts that they are committed to being more than just a fast food chain; they are dedicated to the quality of their products and satisfaction of their costumers. For an example post like the following show this commitment:


“We're live on Good Day Oregon Fox12 at our Hillsboro Burgerville. Come by & support the MDA to send kids in our communities to summer camp.” Twitter, March 18, 2011 (community support). “Golden Fried Asparagus Spears! In season fresh from Snow & Sons Farm in the Yakima Valley, for a limited time. Come try an order - or two - today! Don't you just love 'em?” Facebook, May 25, 2011 (local food dedication). 5. What seems to be working well or not working well? You can clearly see what is working well Burgerville and what isn’t working well solely based on the outlets this particular company uses the most. Twitter and Facebook are the two most used social media websites, while YouTube and MySpace are the least used. With this information alone it is easy to see what is working well for this particular company and what isn’t working well. Twitter and Facebook not only have the most followers/friends; but is also the most often updated sites the company uses. While YouTube and MySpace has the least amount of subscribers/friends and the content shared on theses social media outlets are irregular. It makes sense the company focusing on the site that will reach the most amount of people, however it seems as though they are neglected the other site.


Part Two: Listening/Monitoring Research and Report Source

@Jambutter Rob Smart

@rsd7 Reynolds District #7

Source Credibility

Date/Time

Comments

Building #SmallFarm com munities to energize regional food systems, rebuild local economies and increase access to #RealFood

May 12, 2011

There's one burger chain I'd eat at on #NoFastFoodFriday: @BurgervilleUSA. Locally sourced & transparent!http://burgerville.com #ProFood

Reynolds School District #7 News

May 14, 2011

Burgerville Supports Outward Bound Programhttp://goo.gl/fb/PD3oI

http://www.reynolds.k12.or .us @DozerDay Clark County

Dozer Day puts kids in the driver's seat of dump trucks, dozers, excavators and more. More info at: nutterfoundation.org

May 13, 2011

A BIG thank you to the Camas Burgerville! They will be selling toy dozers for $1 each to benefit the Nutter Foundation.

http://www.nutterfoundatio n.org/ @gingersnap147 Rachel Hallett @ThePortlandLif e Nicole

Burgerville customer, young girl

May 31, 2011

The Portland Lifestyle: blogging about my adventures in the kitchen and around Portland.

May 10, 2011

thank you burgerville for printing the nutrition information on the receipt #appalled #selfconscious Wow #Burgerville prints caloric info right on your receipt. Pretty cool.yfrog.com/h4yy2abgj

http://www.ThePortlandLif estyle.com Wanderingchopsti cks.blogspot.com

Recipe and restaurant review blog.

October 15, 2009

“Sweet potato fries were in season! Mmm. So crispy and delicious, I didn't even use ketchup.� Read more: http://wanderingchopsticks.blogspot.com /2009/02/burgerville-portland-


oregon.html#ixzz1OXhjUd7T

Flora: Foodie Sunday: Local Favorites

Commenter on a popular food blog. Comment on a post about local institutions

May 15, 2011

“I must confess my weakness for our Northwest chain Burgerville - best darn fast food around…”

Meagan’s blog, notmartha.org

“Hi, I'm Megan. I live in Seattle with Scott. I make stuff and give you tutorials on how to make it too. I also keep a blog of what I'm up to and links to good stuff from all over”

April 5, 2011

“I’m still thinking about the Rosemary Shoestring Potatoes that I had on our obligatory stop at Burgerville on the road from Portland to Seattle.”

Stephanie Wright

Facebook fan and Burgerville customer

May 31, 2011

“I had trouble with my visit at the Salmon Creek location. I was told to email the manager of that location but never heard back from her. I'm a little irritated with the customer service I am receiving.”

Mark Carter

Facebook fan and Burgerville customer

May 18, 2011

“Dear Burgerville location decider - before the iconic downtown Vancouver location closes - you MUST have another location in the downtown area in the process of opening! The thought of no downtown Burgerville is just wrong! BTW - the aspargus strips are great today!”

Purpose Burgerville is a restaurant chain with thirty nine locations in Oregon and Washington. It is part of a privately owned company, The Holland. Jeff Harvey has been the CEO since January 2008. Burgerville opened in 1961 by George Propstra, the former CEO’s grandfather-in-law, so there is a strong family tradition in the company. Burgerville currently has 1,500 employees. Their mission statement is to “Serve with Love” and have a commitment to being fresh, local and sustainable. This comes through partnerships with local businesses, farms and producers. With the success of business culture development work implemented in 2006, Burgerville has


reaped financial rewards. A part of this major development was a focus on locally sourced seasonal items. Burgerville needs to focus on maintaining conversation with their customers so that their online presence matches the in store presence and mission. Methodology I used netvibes.com to do a search for conversations happening on social media websites and blogs about the organization. I also visited their Twitter and Facebook pages regularly because that is where the most conversation was happening. Results The most relevant conversations I found were on their main platforms, Twitter and Facebook. There were many customers with strong opinions and suggestions. I found a lot of commentary on the seasonal items. People love to stay up to date and current with the seasonal items and look forward to returns of their favorites. The main concerns and negativity I found were in regards to the price and healthiness of the food. The girl demographic had a lot to say about the calories on the menu. However, there was also a lot of praise. Bloggers wrote posts about how much they love Burgerville. It has a very local feel and conversations between loyal customers were abundant. What I found were customers having conversations with each other, with not as much participation by Burgerville. Conclusion There is a lot of discussion, especially on platforms that young adult demographics are using, about Burgerville’s customer service, seasonal products and healthiness. The quality of the food is always a main point of positivity. People are utilizing Burgerville’s already set up Twitters and Facebooks avidly, but not many other social media platforms. Bloggers are the second biggest community of conversations about the organization.


J412 Burgerville Social Media Plan

Sarah Brosy brosy@uoregon.edu

Nichole Mead nmead@uoregon.edu


Opportunity Statement Burgerville needs to expand their Northwest customer base while increasing engagement and conversation with their current customers. This social media plan will use Burgerville’s current social media outlets and expand to others to build and strengthen relationships, as well as share information that will attract new customers. This social media plan will help Burgerville attract its target local audience.

Situation Analysis Burgerville is a restaurant chain with thirty nine locations in Oregon and Washington. It is part of a privately owned company, The Holland, which the former president/CEO, Tom Mears, is now Chairman. Jeff Harvey has been the CEO since January 2008. Burgerville opened in 1961 by George Propstra, Tom Mears’ grandfather-in-law; there is a strong family tradition in the company. Burgerville currently has 1,500 employees. Their mission statement is to “Serve with Love” and have a commitment to being fresh, local and sustainable. This comes through partnerships with local businesses, farms and producers. With the success of business culture development work implemented in 2006, Burgerville has reaped financial rewards. A part of this major development was a focus on locally sourced seasonal items, such as Walla Walla Sweet onion rings and hazelnut milkshakes. Using seasonal items to promote to new customers is a way social media can push the business to further success. In Burgerville’s mission statement, they say “you can count on us to be the difference and: Reach out. Start a conversation. Share a smile. Create a memory. Inspire hope.” These are the things that Burgerville can implement through a social media plan that goes further than just maintaining a presence on their current platforms. Burgerville’s community presence can be shared online in a way that utilizes social media to build that community. While Burgerville is local, fresh and sustainable, it is also pricier and not the first choice of a dieter. Since they’ve been transparent about the ingredients and caloric value, there has been


apprehension towards the calorie counts on the menu. When competing with other fast food restaurants, Burgerville is on the more expensive side of the scale. Currently, Burgerville has a presence on Facebook, Twitter, Myspace, Youtube and their company website. With 32,456 fans on Facebook, it is their main platform for social media. They also have 5,962 followers on Twitter. However, their presence on Youtube and Myspace has been dead for over a year. Burgerville can expand their customer base by tweaking the way they interact with current fans and followers. Interactivity will be key to Burgerville’s social media plan because of their local and community based culture. Fans love Burgerville because it is a part of their home so creating conversation and relationships will be the key to success.

People The target audience for Burgerville is the older, more sophisticated male/female. For the purpose of defining what Burgerville’s ideal target would be, it is a thirty eight year old male. He is financially well off and career minded. He has a wife and two children in high school and he works long hours. After work, sometimes he needs fast food but does not want to sacrifice quality for convenience. He is born and raised in the Northwest and it will always be his home. The Northwest culture is big on sustainability, so naturally he is as well. He prefers natural, organic and local products because these days, consumer culture is creating monster corporations of highly suspicious fast food. He would rather spend his well earned money on a good meal than resort to unhealthy fast food. The potential target audience that is foreseeable to tap into with this social media plan is younger than the thirty eight year old male target. Burgerville relies on a dedicated customer base and it is possible to breed them younger than the original target audience. The fifteen to thirty age range are the ones really utilizing social media and being influenced, as well as being the influencers.

Social Technographics These younger people are the joiners and spectators of the Forrester Research classification system. They are using social media tools on a regular basis and absorbing the information more than any other demographic in these categories. They are interacting with other users and using


the websites to share content, but they don’t create the content. This is where social media websites become important tools for starting conversation with this target audience.

Behaviorgraphics The target audience is the youth of the Northwest. They are environmentally aware and want to help a cause. Even if they don’t have the means themselves yet, a lot of their parents do and it is the youth who have the buying power. They spend the money they get from their parents and early jobs on things that are relevant and important to them. This might mean dropping hundreds on a new bike, or going out to eat with friends at a favorite restaurant. The Burgerville culture would appeal to this generation because of the message. The target consumer wants to be knowledgeable and be a part of a greater cause. They feel good about themselves when they are doing their part, even if it is in a small way. The quality and taste of Burgerville may be more sophisticated than mass produced fast food joints, but that does not mean it is above younger people. As they say, kids are growing up very fast these days and consumers know what good quality is and what is not. If their parents give them money to go buy dinner, they will choose where to eat with a more sophisticate taste.

Objectives The objective is to increase interactivity and awareness among the new, younger target audience while maintaining and building the relationship with dedicated customers.

Strategies In order to reach these objectives, Burgerville will start by creating a dashboard with which to monitor conversations and listen for what kinds of conversations and commentary are happening. They should then implement specific guidelines for responding, giving and receiving feedback from members of the community. They will then increase personal conversation and online


presence in blog communities of interest and increase presence on social media platforms, especially Twitter and Facebook, where conversation opportunities are already happening.

Technology Burgerville can go many different directions in regards to technology usage. Since the target audience for this particular company is adults, they can either purely focus on maintaining that particular relationship, or they can start to reach out to a younger demographic to increase their sales. To do this they need to focus on two social media outlets in particular, twitter and Facebook. By Burgerville making simple and easy alteration to what they are already doing, they can easy start to see a profit increase. Using social media to their advantage they can easily advertise ads that are more appealing to a younger audience, which in turn will attract more of that audience into their restaurants, and in the end, allow for profits to increase.

Measurement/Evaluation Evaluating sales according to the information that is posted on the social media outlets will allow the company to see what is useful to post and what is not useful to post. For an example: when posting information/promotional deals regarding their new Golden Fried Asparagus Spears (which is what they are promoting at this time on their official website), it would be useful to see their sales increase according to this product on this specific week. If sales go up during this week for this specific food choice that they are promoting then the advertisements/promotions that they are implementing are working. However, if sales stay the same, then they need to redirect their energy to a new food or product. Repeat this each week according to what is being promoted. This will allow measurement and evaluation to be used to its full capacity.

Weekly Timeline For this particular company it is imperative to monitor their social media sites daily. The following is a daily timeline that Burgerville can use to monitor their sites: Day one: Monitor what is being said (this is something that should be done daily). Post new information informing the public/community of new specials (however big or small) at the start


of each week. Day two: Respond to customer regarding the previous days post, especially when there is negatively. Try not to leave any response responded. Day three: Repost the first days information so that it is once again at the top of the site, this should be done just in case someone is logging on to your site for the first time in a couple days and don’t want to search way back for information. Day four: Repeat day number two, since you once again posted information. Day five: Dedicate this day to monitor negative information (even though this should be done everyday). Sometimes this can be overwhelming so setting aside a full day to this will allow the person/persons in charge of social media to stay on top of what is being said about the company. Day six: For the last time this week repost the information from day one and also do day two tasks. Day seven: Thank the audience for a great week and express that you appreciate them.

After day seven start all over. Sticking to a timeline that not only post information regularly, but also monitors regularly will allow the company to increase viewership and customer satisfaction. Also appealing to the audience and making them feel more apart of the restaurant by thanking them allows the feeling of community to be felt.

Budget 

Maintaining existing twitter and Facebook accounts: $0.00

Hiring someone to maintain each site: $10.00/ hour

Investing in graphics weekly: $50.00

Monitoring the sales increase according to the promotional advertisements: $10.00/hour

Promotional Advertisements: Vary depending on the promotions that specific week


Appendix

Using the Twitter account they have already established the following are example of tweets they can use according to the timeline established: 

Burgerville USA: Try our fresh new Golden Fried Asparagus Spears this week!

Burgerville USA: @TimLance Glad you enjoyed our new Golden Fried Asparagus Spears

Burgerville USA: Our Golden Fried Asparagus Spears are only for a limited time come in today to try them!

Burgerville USA: @ScottM, Appreciate your business, happy you enjoyed your experience at Burgerville. Looking forward to seeing you again soon!


Burgerville USA: Last day to try our Golden Fried Asparagus Spears for only $2.99! Don’t miss out on this great deal!

Burgerville USA: Thank you to everyone who tried our Golden Fried Asparagus Spears this week!

Here are some example Facebook comments and replies Burgerville can use: [Reply]: We’re glad we are your favorite! Thanks for the suggestion; we will take a dedicated Burgerville customer’s suggestions into account. [Reply]: We apologize for your bad experience and will look into making sure the Salmon Creek location is following our principles of quality customer service. Here is a coupon for a free seasonal item of your choice for helping us stay in check. [Comment]: What is your favorite seasonal item? Have you tried the new Golden Fried Asparagus Spears for only $2.99? We’d love to hear what you think! [Comment]: Where will you be this Friday? Be sure to stop by your local Burgerville to check out our new seasonal item, Golden Fried Asparagus Spears! Tell us what you think!


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