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The current social media tab on the website links to the two pages shown above in Figures K and L, which lists the links for all of the Hennessey’s Tavern Twitter and Facebook accounts for every location. The website does not link to the 10 locations’ Instagram accounts. While this allows customers to connect to their favorite location it is not very aesthetically pleasing and appears cluttered. Currently, location general managers are responsible for overseeing each social media account, but this organizational system makes it difficult to manage the content being posted. It also makes it harder to establish a unified brand if all social media appears to have a different style and voice. Having 11 pages on both Facebook and Twitter and 10 Instagram accounts is beneficial for connecting to local customers and allows the brand to reach more individuals, but it also makes it difficult to grow a following if the content is inconsistent, and likes and follows are spit between accounts. These platforms would benefit from more engaging content, consistency and unity across all platforms to strengthen the company’s overall brand. Without this, it is difficult to build new relationships and keep customers informed. The current social media numbers are divided by location and platform in the chart below in Figure M. Figure M: Current Social Media Following Location: Facebook Likes: Twitter Instagram Followers: Followers: Hennessey’s Tavern HQ 435 663 n/a Hennessey’s Carlsbad 1,098 402 1,917 Hennessey’s Dana Point 2,781 505 513 Hennessey’s Hermosa Beach 2,725 722 426 Hennessey’s Laguna Beach 2,496 n/a 365 Hennessey’s La Jolla 857 390 82 Hennessey’s Las Vegas 4,875 198 132 Hennessey’s Manhattan Beach 574 278 565 Hennessey’s Redondo Beach 1,550/2,831 418 460 Hennessey’s San Juan Capistrano 752 3 199 Hennessey’s Seal Beach 999 11 340 36
It should be noted that the Redondo Beach Hennessey’s has two Facebook pages, which divided its likes significantly, but each has too many followers to deactivate one account. The accounts listed as “n/a” in Figure J are either offline or nonexistent. The accounts with the more than 2,000 followers on Facebook are Las Vegas, Redondo Beach, Dana Point, Hermosa Beach and Laguna Beach. The accounts with more than 400 followers on Twitter are Hermosa Beach, the Hennessey’s Tavern headquarters account, Dana Point, Redondo Beach and Carlsbad. While all the locations have a significant number of followers, many of them are not updated regularly, and if they are, sometimes the content is only a link or a flyer with no other explanation. The chart below, Figure N, shows the current social media activity of each location across Facebook, Twitter and Instagram. Location: Figure N: Current Social Media Activity Last Post On Facebook: Last Post on Twitter: Last Post on Instagram: *Twitter Engagem ent: *Twitter engagement and impressions are based off the last 28 days. Twitter engagement rate is calculated by adding favorites, retweets and replies, and then divided by the number of total followers. *No. of Twitter Impressions: Hennessey’s Tavern Nov. 17, 2015 Jan. 8, 2014 n/a 0% 0 HQ Hennessey’s March 23, 2017 March 23, 2017 Dec. 8, 2016 0.2% 489 Carlsbad Hennessey’s Dana March 22, 2017 March 28, 2017 March 28, 2017 1.5% 1,400 Point Hennessey’s April 1, 2017 Dec. 29, 2016 Feb. 14, 2017 0.3% 88 Hermosa Beach Hennessey’s Laguna March 14, 2017 n/a July 8, 2016 n/a n/a Beach Hennessey’s La Jolla March 15, 2017 April 1, 2017 March 17, 2016 0.1% 438 Hennessey’s Las Vegas Hennessey’s Manhattan Beach Hennessey’s Redondo Beach Hennessey’s San Juan Capistrano Hennessey’s Seal Beach March 31, 2017 March 31, 2017 Feb. 18, 2017 n/a n/a Oct. 13, 2014 March 27, 2017 April 2, 2017 n/a n/a July 30, 2016 March 27, 2017 March 9, 2017 0.1% 568 March 16, 2017 Dec. 16, 2015 Oct.18, 2016 n/a n/a Jan. 15, 2016 Nov. 13, 2009 March 4, 2017 0% 0 37
Page 1 and 2: The Importance of Online Branding a
Page 3 and 4: Background 3
Page 5 and 6: About Hennessey’s Tavern Inc.: Cl
Page 7 and 8: • On average, an American will ea
Page 9 and 10: Purpose of the Project In order to
Page 11 and 12: Research Report 11
Page 13 and 14: that these contribute to customers
Page 15 and 16: Each social media platform has beco
Page 17 and 18: The other advantage to having stron
Page 19 and 20: Centralization Versus Decentralizat
Page 21 and 22: SWOT Analysis Strengths: -Friendly
Page 23 and 24: Financial growth would allow Hennes
Page 25 and 26: minimum wage will increase for empl
Page 27 and 28: Marijuana Act (California Restauran
Page 29 and 30: Figure C: U.S. restaurant industry
Page 31 and 32: provide Hennessey’s Tavern Inc. w
Page 33 and 34: Figure F shows Hennessey’s Tavern
Page 35: Figure K: Facebook social tab on He
Page 39 and 40: Figure P provides an example of the
Page 41 and 42: Figure T: Recent Facebook post from
Page 43 and 44: Figure W: Facebook interaction metr
Page 45 and 46: Marketing: Marketing for Hennessey
Page 47 and 48: The Redondo Beach Hennessey’s Tav
Page 49 and 50: Primary Research In order to better
Page 51 and 52: Hermosa Beach Location: Visit 1: Sa
Page 53 and 54: Q: Where do you see the business in
Page 55 and 56: Q: What is the biggest difference a
Page 57 and 58: Campaign Proposal 57
Page 59 and 60: Strategies and Tactics Strategy 1:
Page 61 and 62: Creating the Hennessey’s Tavern C
Page 63 and 64: The main corporate account should b
Page 65 and 66: Timeline The following implementati
Page 67 and 68: Objective 2: Launch a more user-fri
Page 69 and 70: Measure Online Growth: Utilize vari
Page 71 and 72: Deliverables Figures C1 through P1
Page 73 and 74: Figure G1: The new Carlsbad locatio
Page 75 and 76: Figure J1: The new Fan Sign Up sect
Page 77 and 78: Figures Q1 and R1 are examples of n
Page 79 and 80: http://www.ccsenet.org.ezproxy1.lib
Page 81 and 82: NV.gov. (2017, April 2). Minimum Wa

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