Social Media Plan
Building customer relationships on a digital platform by personalizing the customer experience and offering rewards and incentives: Wawa answers and responds to customers via Twitter when they @ them by username. They address any concerns, issues, complaints, or compliments related to Wawa and the variety of products or services offered. When responding to tweets Wawa's marketing team should address customers by their name to create a more "family-like" atmosphere. Asking customers to send a DM or direct message to further address their needs directly. This helps defuse any issues that may arise from doing so publicly on the Wawa Twitter page. Another way of building close relationships with customers is by putting together contests and giveaways or offering small incentives to entice customers who have specific issues.
Engagement level & follower count: Measuring how many people are currently engaging with posts by liking, commenting, or retweeting. Along with this, their follower count of 300,000+ helps them reach more consumers across the social media site.
Target Audience: North East region | 16-60 years old. This is primarily because of the geographic area that which most Wawa locations area are found. Focusing on demographics such as geographic location and age is critical with Wawa's social media plan. The ages range from 16 to 60 years old because most Wawa locations are also gas stations. Convenient for drivers to stop and get gas, while also stopping inside and purchasing an array of products. Of course, most products besides cigarettes are universal, but it's important to keep in mind younger age groups are usually accompanied by another within the target audience. Younger audiences between the ages of 16 and 29 are typically found on Twitter, while older age groups are active as well but not as high.
Customer insights: Gaining direct customer insights is very valuable in relating to Wawa's social media plan. Firsthand experiences are valuable and hearing them directly from the customer helps Wawa identify issues faster. Identifying these issues from the jump helps minimize any others down the road. Twitter allows Wawa to hear from the customer directly and faster than a customer service support line might.
Highlighting customer experiences: It's much easier to make personal connections by simply highlighting customer experiences. Using Twitter, Wawa highlights anything a customer experiences at any given location. They're able to respond to any concerns and issues, or compliments once again. Customers feel that the company is making an effort at hearing and responding to anything they feel is important, which helps build those personal connections. More personal connections made over social media may build a sense of brand loyalty to Wawa.
Analyzing Data Gathered: Focusing primarily on Twitter for the plan, Twitter Analytics is available for Wawa to use. With Twitter analytics, Wawa can measure the engagement levels for each tweet, engagements such as views, likes, comments, etc. This is important when analyzing the data from the Wawa Twitter page. Using this data helps Wawa further understand how to reach their customers and how to relate it back to their business processes.
