LEMOONT COFFEE SHOP PROJECT

COURSE: Social Media Marketing.

Student: Carlos Alberto Quintero Sánchez.

Summary Statement:

Lemoont Coffee is a shop located in Bogotá, Colombia. Specifically located in Cajicá, a rural territory near to the capital. The main goal of Lemoont is to provide an incredible experience of drinking coffee while you are enjoying the nature around you.

Social Media Audit Summary:

Network: Instagram

Handle: @lemoont

Channel Owner: Carlos Alberto Quintero Sánchez- Marketing Director.

Mission Statement

KPIs

Top Content

Audience

Maintain/

Amplify/ Deactivate

Notes

Promote the coffee shop as a place to share moments with the nature.

-Likes: 100 per post.

- Engagement: Reach new people.

Videos and photos in the feed. Also stories shared by the customers.

Customers and people interested in the business.

Amplify

We think it is necessary to grow in this app since it is our main channel to connect to people.

SWOT ANALYSIS:

INTERNAL FACTORS

STRENGTHS

WEAKNESSES

- Good engagements in the posts.

- 100% of the customers shared their experiences in the chat

Good response in the dm’s.

Not have good skills to edit posts (videos and posts)

Do not post too frequent in the feed.

EXTERNAL FACTORS

OPPORTUNITIES

THREATS

Our competitors are not strong enough on Instagram

The main contact channel is the DM’s.

The competitors have a lot more followers.

The presence right now on Instagram is low.

Identify Business Objectives and Set Social Goals:

Looking backward

Questions

Answers

List business objectives over the past 12 months:

Increase customers physically.
Increase followers on social media and engagement.

Has your social media catered to meeting these objectives?

Not yet.

Moving forward

Long term business objectives and key results (OKR)

Details

Answers

These are meant to be stretch goals that answer these two questions:

1. Where do we want to go?

2. How will we pace ourselves to track whether we are getting there?

A business with a presence in social media. A recognizable place to drinks coffee in the Sabana of Bogotá.
With KPI’s, revisiting the goal periodically.

Short term initiatives

Short term initiatives

(what we want to achieve)

Short term, S.M.A.R.T social goals

(how and when will we take action)

Objective: Increase in 10% the engagement through followers and likes on Instagram.

Social goal: Increase Conversions.

What we’ll measure: The engagement of the follower with the business. Engagement with the posts mainly increase 20% by June 20th.

Understand Your Audience:

Ideal Customer Avatar 1

WHO ARE THEY?

● Name: Laura Torres

● Age: 23

● Gender: Woman

● Marital Status: Single

● Parental Status: Not Kids

● Location: Tabio

● Industry: Marketing Expert

● Job Title: Marketing Expert

● Annual Income: $24’000.000

● Education: Professional

GOALS AND VALUES:

● What drives them? The Publicity and marketing business.

● What do they want to

accomplish in the short term? Learning from people that has more experience than hers.

● What do they want to accomplish in the long term? Open an independent firm of publicity.

● What is important to them in the way they conduct themselves personally and professionally? Act ethical.

PAIN POINTS:

● What are they struggling with? The job market.

● What do they want help with? In a platform to rise in the job market.

● Have they been burned in the past by someone who has tried to help solve their pain points? Not.

● What do they fear? Fail.

● What do they wish they could eliminate from their life? The gender limitations and market.

INTERESTS:

● What books do they read? Fiction.

● What blogs do they love?

About fashion.

● What movies or TV shows do they watch?

Fiction.

● What social media accounts do they follow? Bloggers and fashion tik tokers.

● Who inspires them? Social leaders like politicians.

● What events do they attend? Publicity ones and trip advisors ones.

● What do they buy? Mainly books and clothes.

● How do they spend their spare time? Reading and travelling.

OBJECTIONS:

● What beliefs do they hold that could prevent them from making a purchase? The cheaper, the low quality.

● What is the real reason they’re saying ‘no’ to your offer? It´s not different from other options on the market

Analyze the Competition:

Content Strategy Recommendations

Identify Your Content Pillars:

■ What are your target customer pain points: The things your ideal customer struggles with.

● For me: Attract more people to my business through my social media.

■ Your solutions: This is where you solve your ideal customer’s pain points. This is also the source of your revenue.

● For me: Share more things about my business. Make it more attractive.

■ Direct content pillars: These are topics that directly lead your audience to your paid offers as a solution to their problem

● More reels, more publicity, more engagement. Instagram marketing.

■ Complementary content pillars: These are topics that you may not don’t directly sell a solution to, but they are pain points this audience would have and that allow you to create non-promotional content that still speaks to their needs.

● Create relations, more collaborations, more promotions.

How to divide time and resources:

80/20 Rule

Rule of Thirds

● 70% of the content is for sales.

● 30% are for education.

· Two third of your content promotes your business, converts readers, and generates profit.

· One-third of the contact is interacting with the customers.

Strategy Based on Unique Goals

● 60% of the content directed to attract sales.

● 30% of the content directed to interact with the customers and potential buyers.

● 10% of content will be about your company culture

● What are your channels of focus for the upcoming quarter?

○ Instagram.

● What’s the frequency with which you will be posting on these channels?

○ Instagram:

○ 2 post per week.

○ 4 stories per week.

● Team members responsible and any details about approval processes/company resources required for this content strategy to be executed.

o Me.

● Identify any opportunities for user-generated content

○ For example:

■ Is there a possibility for you to feature customer testimonial videos on Instagram or YouTube channel?

- Yes.

■ Can you feature someone using your product or service?

- Yes.

■ Can you feature your internal team/company employees in your socials?

- Yes.

Carlos Alberto Quintero Sánchez

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