Define Goals
Goal | Description | Philly Pretzel Factory Example |
Brand Awareness | Extent that users recognize a brand | Philly Pretzel Factory ads showing up on potential customers’ Instagram and Facebook feeds, the company posting promotions on their social media stories |
Conversion Rates | Measures the frequency that someone takes a desired action | Users viewing the stories, clicking on the ads, or liking their posts |
Website Traffic | Quantity, frequency, duration, and depth of visits to a Web site | Traffic from Instagram and Facebook ads which lead potential customers to like or follow their page |
User Engagement | Extent to which users interact with a site, application, or other media | Users clicking on the ad and being taken to the business website; following account and liking their posts |
Identify Success Metrics
Goal | Metrics |
Brand Awareness | Total Instagram followers and Facebook likes, increase in post likes |
Conversion Rates | Click rate on ads, growth in story views |
Website Traffic | Visitor frequency rate |
User Engagement | Number of interactions and reshares of content |
Identify Target Audience:
Pretzel lovers, mainly Millennials and Gen Z
Business, sports teams, and parties (since Philly Pretzel Factory is known for their pretzel platters)
Define Your Value:
Social media pages provide followers with updates on promotions and new products
Followers are able to order from Facebook page, and are able to see company information (location, hours of operation, store phone number)
Make Personal Connections:
Posting customers’ pictures
Promoting their appreciation for essential workers during COVID (ex. Donating pretzel trays to hospitals and schools)
Gather and Analyze Data:
Facebook Page Insights
Since Philly Pretzel Factory is listed as a business account on Instagram, they can get real time metrics on how posts, stories and ads perform throughout the day and see detailed information about followers and how they interact with posts and stories