SOCIALYTICS

COMMUNITY MANAGER EXAM

Part I. COMMUNICATION SKILLS
Imagine you have been hired as community manager by Socialytics. The first account assigned
to you is TGIFridays Philippines and youve been tasked to write a blog post to educate
customers on the benefits of engaging with the brand on Facebook and Instagram.

------------------------------------------------------------------TGI Fridays CEO Promise: With our new FB and IG, youll feel like its #FridayErrday
too
By Jeano Cruz on June 30, 2016
TGI Fridays, the restaurant that proudly proclaims it feels like a Friday everyday in their
restaurant, has taken their commitment further and extended it into the digital space. In a
reflective statement by TGI Fridays Philippines CEO Mr. William Stelton, he says:
I felt like a hypocrite when I realized that our digital assets were not true to our company
promise In here its always a Friday. If you think about it, besides our restaurants, our
customers are also in our facebook pages and our instagram pages, following our brand. Thus,
its an extension of our restaurants, from which they should get the feeling of Friday too.
Minutes following this statement, TGI Fridays Facebook and Instagram are seen to have indeed
been transformed into active advocates of the #FridayErrday movement. Theyve already
released a few interesting posts that truly embody their Friday promise and some that is even
reminscent of the feeling you usually get during Fridays.

(Insert Photo) The Special TGI Fridays #FridayErrday Calendar.

o (Caption) Theyre not joking, its really Friday everyday in their restaurant
calendar.

(Insert GIF): Group of five friends eating Potato Skins, Sliders, Ribs etc in front of a TV
watching House of Cards (TV animated to play a snippet and people getting food)
o (In-Photo Text): Free 1 Month of Netflix with TGIF Deliveries.
o (Caption): Transform weeknights into Friday nights by Netflix and Chill-ing with
your friends and your TGI Friday's favorites. #TGIFridaysXNetflix
#FreeNetflixFromTGIFridays
o (Mechanics): Get a free 1 month access to Netflix on us for every Php 3,000
worth of orders of your TGIF favorites.

(Insert GIF) Four friends pigging out together over sumptous Fridays dishes.
o (Caption) This GIF captures what Friday feels like to most people: Long-awaited
conversations with close friends while pigging out without shame.

(Embed Spotify Playlist) The #FridayErrday Playlist by TGI Fridays.

o (Caption) Theyve also lifted their beloved restaurant playlist - crucial to creating
the Friday atmosphere in their restaurants and turned it into a publicly
acessible Spotify playlist so you can make your days feel like a Friday.

(Insert GIF) Compiled 7-day video of a guys POV while entering a TGI Fridays
restaurant and meets his friends for dinner. Supers appear above and progress:
Monday, Tuesday, Wednesday... until Sunday. Then it repeats.
o (Caption) TGI Fridays: Where it truly feels like #FridayErrday.

(Insert GIF) Camera scrolls down through a work checklist and captures the last box
being checked off. The lady holding it breathes a heavy, fulfilled sigh, then looks at the
calendar and sees the Tuesday transformed into a Friday. Cut to Messenger group
conversation where she asks her friends Fridays? and they all reply G!!!
o (Caption) Dont you feel like its a Friday too when you finish everything off your
checklist?

(Insert GIF) Good looking bartender showing off sweet bartending skills to seven
women.
o (Caption) You dont have to wait for Friday to witness this awesomeness.
#FridayErrday

Whats great about this change in TGI Fridays FB and IG pages is that it will allow the
brand to go beyond just food shots. Theyve now committed to giving life to your
newsfeed by regularly sharing with you snippets of the Friday feeling from the music,
to new partnerships like Netflix and Spotify, to their awesome bartender performances
and of course, to the food being experienced by Friday chasers like you and me.
Get the Friday GV everyday on your feed by hitting follow on TGI Fridays.
Start following them through these links:
https://www.instagram.com/tgifridaysph/
https://www.facebook.com/TGIFridaysPhilippines/

Proposed Brand Role in Digital: Allow followers experience #TheFridayFeeling everyday

through FB and IG

Part II. CONTENT CURATION

Create one copy and research for an appropriate image for each for the following brands and
platforms.
Greenbelt
(Facebook)

Savor the weekend!

Take a stroll with your
loved ones here at
Greenbelts park.

Asian
Institute of
Management
(LinkedIn)

Beware of whats
called Collaborative
Overload among
management circles.

Ellips
Cologne
(Twitter)

#LetsGEL and conquer

the day,
#EllipsBestBuds! A
Monday can be a great
day!

Clara Ole
(Instagram)

Give the family

something new to
snack on fried
mozarrela cheese
balls! Perfect with
Clara Oles tomato
sauce.
Recipe of the Day:
Fried Bocconcini with
Spicy Tomato Sauce
Ingredients
For the sauce:
1/2 cup extra-virgin
olive oil
2 garlic cloves, minced
1 tsp. red pepper flakes
1 can (28 oz.) crushed
tomatoes, juice
reserved
Salt and pepper, to
taste

For the fried

mozzarella:
3-4 cups peanut oil,
depending on type of
pan you will be frying
the cheese in
1 teaspoon salt, plus
more to taste
2 tablespoons grated
Parmesan
2 lb. mozzarella
bocconcini (about 50
pieces)
4 eggs
1/2 cup milk
2 cups all-purpose flour
4 cups panko
Special
equipment: Deepfrying thermometer

Part IV. USER ENGAGEMENT

How would you respond to the following users with various kinds of queries and complaints?
What steps would you take in solving their issues?
INQUIRY/COMMENT

RESPONSE

Thank you for ruining my mom's birthday

lunch @ TGIFridaysPH MOA. If you're
celebrating an important event or date, never
ever dine in here. Poor service here at TGIF
MOA.Took us 45mins to wait for food. Salad
was served late when it's supposed to be an
appetizer.

COMMENT REPLY:
Hi Mich, Jeano from TGIF here. Were very
sorry to hear this. Do know that were always
doing our best to serve you well. I have sent
you a PM so that we could make it up to you
for your moms special day J
PM:
Ask for the specific details -- frequency of visit
(to know if first time or an already regular
customer), date and time of visit, servers
name if remembered, cost of bill.
DO:
Confirm with TGIF MOA management if this
complaint is valid. Ask what was the situation
during the time they were serving them. Ask
what they did to make it up for the customer.
CONFIRMED COMMENT:
If found that there was really shortcoming
from the management, ask if the manager
wants to help make it up to the customer who
has posted a violent review about them.
Relay that it was the birthday of the
complainants mom. Probably a free
appetizer, or a 20% discount on their next
visit. Then relay happily to the complainant as
a make-up gift for the mom (free cake/
dessert if possible also for the mom) and
inform that thanks to their comment we were
able to make changes in the service in the
store.
FALSE COMMENT:
If found that the comment wasnt true, relay
sincere apologies and offer a smaller amount
dessert for them which they can avail
regardless of a purchase.
Hi Mich, thank you again for voicing out your

concern from your previous TGIF MOA

experience. We were able to reach out to the
TGIF MOA management about their service
to you and your mom during her birthday.
Theyve acknowledged it and extend their
sincerest apologies. Theyve even offered this
dessert for your mom, on the house and no
required purchase. We promise to serve you
better on your next visit.
NOTE:
Confirm with TGIF brand managers if these
freebies are possible and that it would be
great to have them, especially for a regular
customer.

hm po?

COMMENT: Hi Jasmine! The new TGIF AllAmerican Salad is only Php 249. Its good for
sharing already J

GUSTONG KUMITA PERO AYAW

MAGLABAS NG PERA? MATUTULUNGAN
KITA, VALID ID AT EMAIL ADD LANG ANG
KAILANGAN MO. WALANG SIGN UP FEE
O REGISTRATION FEE!
TANDAAN LIBRE ITO!
PM ME FOR MORE INFO OR SIGN UP
https://coins.ph/r/ePMQBF ........

Report as spam.

Ang mahal naman. Di naman masarap. Tss

Hi Jan! The All-American salad has thick-cut

bacon as well as burger bits coated with
mozzarella which really makes it our most
premium salad on the menu. But dont worry,
we also have our classic Caesar salad at Php
179 only J

Hi! I cant seem to reach the contact

numbers in your Facebook page. Is there any
way I can contact your manager for a
reservation?

REPLY:
Hi Svet, thank you for reaching out to us. You
can try this mobile number of our stores
manager: 0917 856 2780. Ive already
contacted him and gave a heads up that you
are about to call so he can assist you faster J
Hope your reservation goes well!
DO:
Ill give the contact numbers listed on my
managed facebook page a test call. If it rings

but doesnt get answered fast, Ill reach out to

the ones responsible to it (i.e. store
managers, staff). If it doesnt work, Ill inform
client and seek to update it by asking for a
working number from them.
Also, Ill take this chance to get to know the
state of your customer service platforms.
Example: If Im always being called up and
its making the lines always busy, then maybe
its smarter for me to set up a Viber number
and platform to answer to customer queries
faster.

I super like your food!!! Keep up the good

work guys! <3

REPLY:
Hi Cindy! Great to hear that you like our food.
I reached out to them a while ago and it
seems that our food like you a lot too!
Hahaha! Just kidding, dont hesitate to visit us
again! J
DO:
If I have been receiving a lot of these
comments regularly, I would compile them
and send them to the store managers or to
client on a regular basis. I think it would help
boost their staffs morale which would be
beneficial in improving their service further. Id
also make a list of the specific things they like
so client knows what their recognized
strengths are.

Part V. STRATEGY
One of our clients, ProActiv has requested for ideas on what kind of social media contests to
launch this Valentines Day on Facebook, Instagram and Twitter. Please present your campaign
plan (contest title, mechanics, prize, duration).
Insight: Sa love, di pwedeng nakatunganga lang. Ang solution para manalo sa love, dapat
#ProActiv ka.
Product Insight: There are many acne-ridden abangers also who dont know what to do
about their acne. But there are also many who #LoveProActivly and the abangers should hear
from them.
Title: Help an #Abanger to #LoveProActivly
Idea: Launch Dioner the Abanger and Svetty the Campus Prettys love story with an open
ending. Thus, it leaves the continuation of the story at the hands of the viewers. Faced with a
chance to make a move, Dioner the Abanger asks them: Whats your #ProActivSolution so that I
can ask Svetty the Campus Pretty out this coming Valentine's Day? I only have 14 days
remaining.
Prize for Chosen Answers: Free Valentines dinner date in Spiral for 2 and then free ProActiv set
also.
Mechanics:
1. Every 9PM, from January 31 to 14, a #LoveProActivly video will be released. At the end
of it is an open ended question where Dioner asks for peoples suggestions on how to
make a move to Svetty.
2. People can send in their #ProActivSolution to Dioner the Abanger for the nights episode
through the @ProActivPH twitter account and the comment area for the days
#LoveProActivly video.
3. Every video from February 1 to 14 will then be inspired by the answer from the previous
night, whose contributor will be revealed at the start of the video.
4. 14 lucky winners will win a Free Valentines dinner date in Spiral for 2 and then free
ProActiv set also.
5. To support the online campaign, top orgs from top universities and high schools can also
be tapped to set up #LoveProActivly booths. Their role is to promote the daily episodes
and the platforms where they can submit entries (i.e. twitter and facebook). They are
our people on ground pushing their campus communities to submit every day and tune
in to the Dioner and Svetty love story. Also, the booths can double as a sampling booth

for ProActiv and as well as a testimonial booth for the product under the same banner:
People who already #LoveProActivly.
Campaign Duration: January 30 February 20, 2017
Promo Duration: February 1 14, 2017