Bellafina Chocolates Social Media Strategy

Overall Goals
The overall goals of this social media strategy, in relation to business
growth and performance, are:
1. Increase Brand Awareness
2. Attract customers
3. Increase Sales
Sub-Goals
The social media team will work to reach the first overall goal, increase
brand awareness, by working to meet the following sub-goals:
1. Relaunch Social Media Platforms with a shift more on chocolates
offerings while maintaining brand mission
2. Increase Posts frequency and use of keywords
We will work to reach the second overall goal, attract customers,
through these sub-goals:
1. Promote available chocolates with images
2. Increase/ gain customer compliments visibility
We will work to reach the third overall goal, increase sales, through
these sub-goals:
1. Target corporations in major markets like Atlanta, Charlotte,
Nashville, Memphis, etc
2. Increase LinkedIN presence, possibly creating a blog on the website
that would discuss experiences with chocolate, detail the nonprofit
aspect of the company, etc.

Target Audiences
We will aim to target the following primary audiences:
Name

Corporations/
Businesses

Explanation of Demographic
Corporate Gifts are one of the most important
sales
Individuals are Daily Revenue

Individuals

When applicable and/or possible, we will aim to target the following

secondary audiences:
Name

Explanation of Demographic

Wedding Market

Women ages 25-45, Wedding Consultants,

Venues

Corporate
Partnerships

Organizations that gift customers/ clients with

small items seasonally or generally

Children Charities

Regional or National charities to benefit and

partner with on a more consistent basis.

Competitor Analysis (SEO Optimization Results)

MoonStruck Chocolate Company- Portland Oregon (Google Search:

Chocolate Artisan Truffles)
Social
Site

URL

Follow
er
Count

Top
Post

Faceboo https://w 22,412

k
ww.face
book.co
m/moon
struckch
ocolate

https://w
ww.insta
Instagra gram.co
m
m/moon
struckch
oc/

Twitter

4844

https://t 8,478
witter.co
m/moon
struckch
oc

Eng.
Rate

Posting
Freque
ncy

Lots of
Likes,
Shares,

Frequent
ly 1-2
time a
day, 2-3
times a
week

moonst
ruckch
oc
Moonst
ruck +
Hallow
een =
PERFEC
TION.
Purcha
se now
by
clicking
on the
link in
our bio
@carou
sel_sa
mmami
sh

Other
Metrics

One
post a
day/ a
few days
a week

Lots of
Likes,
Shares,

Frequent
ly 1-2
time a
day, 2-3
times a
week

Shared
Content
with FB/
different
pictures
and
different
headlines
.

Yelp

https://w 243
ww.yelp. reviews
com/biz/
moonstr
uckchocolat
e-cafeportland
-5

Pinteres
t

https://w 661
ww.pinte Follower
rest.com s
/moonst
ruckcho
c/

YouTube

https://w 738
ww.yout Subscri
ube.com bers
/user/Mo
onstruck
Chocolat
e/videos

Videos
and
Photos
posted

Factory
Tour of
Valenti
ne's
Day at
Moonst
ruck
Chocol
ate!
12,892
views

Vosges Chocolate (Google Search: Best Corporate Chocolates Truffles)

Social
Site

URL

Follow
er
Count

Faceboo https://w 34,021

k
ww.faceb
ook.com/
VosgesC
hocolate

Top Post

Eng. Posting
Other
Rat Frequenc Metrics
e
y
1- 2 times Lots of
a day
pictures
each week

Twitter

https://t
witter.co
m/Vosge
s

11.2K

1-2 times
daily

Pinteres https://w 1K
t
ww.pinte
rest.com
/vosgesc
hocolate/

Shared
Content
with FB
Photos

Lake Champlain Chocolates, Vermont- Truffles Only first listed for

corporate chocolates
Social
Site

URL

Follow
er
Count

Faceboo https://w 709

k
ww.faceb
ook.com/
Cocopot
amus-byNYDCChocolat
e1568816
7099549
5/?ref=hl
Twitter

https://t
witter.co
m/nydc_
chocolat
e

339

Pinteres https://w 30
t
ww.pinte
rest.com
/maxally
sinclair/c
ocopota
muschocolat

Top Post

Eng. Posting
Other
Rat Frequenc Metrics
e
y
Once a
month

Once or
twice a
month

Shared
Content
with FB

Photos

es/

Other Important Metrics and Statistics: Note the frequency of the posts
and number of followers.

Notes:

Self Analysis
Facebook
www.facebook.com/Bellafina.Chocolates
URL
1.2K
Follower Count
Top Post Last Month

We are humbled and blessed that Jo Harris

has applied her beautiful writing talents to
telling the Bellafina Chocolates story in this
Garlands of Grace Ministries e-magazine.
Wonderful job Jo!!
http://www.garlandsofgraceemagazine.com/Fall-2016---Jo-Har
(photo courtesy Images by Carey Pace)
Reach: 504
Engagement: 74 clicks/ 10 reactions and
comments

Engagement Rate

213 last month which is down 84% from

previous month

13 posts last month (31 days)

Posting Frequency
Avg of 4 Clicks a day
Click Rate

Other Important Metrics and Statistics:

Monthly Engagement Demo:
21 people ages 18-24 Female/ 25 Males 127 people ages 55-64
Female/ 0 males
33 people ages 25-34 Female/ 5 Males
150 people over 65 Female/
19 males
75 people ages 35-44 Female/ 13 Males
137 people ages 45-54 Female /22 Males

Notes:
Twitter
https://twitter.com/BellafinaChoc
URL
251
Follower Count
Top Post Last Month

Order by Nov 17 to benefit @UWGK !

https://t.co/N3xuy3bXNq
Reach: 97
Engagement: 2/ (1 retweet and 1 like)

Engagement Rate

213 last month which is down 84% from

previous month
2 posts

Posting Frequency
Click Rate

Pinterest

https://www.pinterest.com/bellafinachoc/
URL
17
Follower Count
Dark Chocolate Moonshine Truffles
Top Post Last Month
5 Impressions
Engagement Rate
n/a
Posting Frequency
0
Click Rate

PLANNING:
Channels
We will use the following social media channels to communicate with
target audiences, working to reach marketing and overall goals.

[Facebook]

Target Audiences

Relevant Sub-Goals

Women 25- 60
Professionals
Southeastern Region
Brides/Wedding Industry

Within the next 30-90 days increase

followers by 50-100.
8

Relevant Overall
Goals

Competitors on
Platform

Use Relevant Hashtags like

#BellafinaChocolates and
#ChocolateTruffle when posting and
encourage others who comment to do
the same to increase visibility.
Change the focus on the photos to more
closely cropped chocolate visuals
Post relevant chocolate articles

Increase Followers by 100 in next 30-90 days

Increase Engagement on each post (Likes,
Reactions, Shares, Reach)
Increase Posting to 1 or 2 a day 3 to 4 times a
week.

MoonStruck Chocolate CompanyJohn and Kiras

Notes:
[Twitter]

Target Audiences

Relevant Sub-Goals

Women 25- 60
Professionals
Southeastern Region
Brides/Wedding Industry

Within the next 30-90 days increase

followers by 50-100.
Use Relevant Hashtags like
#BellafinaChocolates and
#ChocolateTruffle when posting and
encourage others who comment to do
the same to increase visibility.
Change the focus on the photos to more

Relevant Overall
Goals

Competitors on
Platform

closely cropped chocolate visuals

Focus on chocolate flavors
Post links to chocolate articles

Increase Followers by 100 in next 30-90 days

Increase Engagement on each post (Likes, ReTweets, Reach)
Increase Posting to 1 or 2 a day 3 to 4 times a
week.

MoonStruck Chocolate CompanyJohn and Kiras

Pinterest
Target Audiences

Relevant Sub-Goals

Women 25- 60
Professionals
Southeastern Region
Brides/Wedding Industry

Within the next 30-90 days increase

followers by 150.
Change the focus on the photos to more
closely cropped chocolate visuals
Focus on different chocolate flavors
Pin Chocolate Related Images, recipes
and make boards for upcoming
holidays.
Pin Charity pictures
Increase pinning activity on existing
boards

10

Relevant Overall
Goals

Competitors on
Platform

Increase Followers by 100 in next 30-90 days

Increase Engagement on each post (Likes, ReTweets, Reach)
Increase Pinning to 1 or 2 a day 3 to 4 times a
week.

VosgesChocolate
Langs Chocolates
The Chocolate Path

Content
Each channel requires its own unique, ongoing content strategy to
reach specific goals.
[Facebook]
Content Type

Tone

Photos

Conversational/
Friendly

Stories/ Local
and National

Conversational/
non-formal/
friendly

Best Sharing
Times

Posting
Frequency

12-1 PM
2-3 times a
Saturday and
week
Sundays
3-4 Wednesdays
1-4 Thursday and
Fridays Generally
The Insights
Table in Facebook
Pages tells you
when your
audience is most
often on
Facebook.

Blog Posts

Conversational/
non-formal/
friendly

Currently your
audience is
online daily from
3:30 p,-9:30 pm

11

Contests

Conversational/
non-formal/
friendly

Notes:

Twitter
Content Type

Tone

Best Sharing
Times

Photos

Conversational/
Friendly

Reactions or
Links to
Relevant News

Conversational/
non-formal/
friendly/ brief

12-3 PM Monday
through Fridays
5-6 on
Wednesdays

Links to Awards

Conversational/
non-formal/
friendly

Posting
Frequency
2-3 times a
week

There is a Twitter
Analytics Page
but last month
there werent
enough posts to
get relevant
data.

Contests

12

Pinterest
Content Type

Photos
New ProductsPhotos

Tone

Best Sharing
Times

Conversational/
Friendly

2-4 am and
evenings daily.

Conversational/
non-formal/
friendly

5 pm Fridays

Posting
Frequency
3-4 pins a week
initially and then
eventually
moving towards
1-2 a week.

8-11 pm on
Saturdays
There is a
Pinterest
Analytics Page
but last month
there werent
enough posts to
get relevant
data.

Recipes

Conversational/
non-formal/
friendly

Contests

Monitoring
Social Media Management Tools
Analytics and Management Tools:
Tool
HootSuite

URL

Applicable
Networks

Cost Per
Month

https://hootsuite Instagram,
Free for up to 3
.com/plans
LinkedIn, Twitter,
Social Profiles
Youtube, Facebook
Then 9.99 for
up to 10 social
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profiles
Buffer

https://buffer.co Pinterest, Twitter, Free for one

m/
Facebook,
account per
Instagram,
social platform,
Google+, LinkedIn
$10 for 10
accounts per
platform no
analytics

MAVSocial

http://mavsocial Twitter, Facebook,

.com/
Instagram,
Tumblr, LinkedIn,
YouTube

Free for two

social platforms
Twitter and
Facebook- limit
10
posts/network/
day

SocialOomph

https://www.soci Twitter/Facebook
aloomph.com/

Free Version
offers great
tools but only
for Twitter

Questions to consider going forward:

Ongoing Performance Analysis
1. Whats working and in what sense?
2. Whats not working and why isnt it?
3. How will we amplify and do more of whats working?

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