The Boho TravellerNOMAD FEET, GYPSY SOUL

SYDNEY ZARUBA- SEPTEMBER 29, 2016

Table of ContentsCover Page and Table - include the brand’s name, logo, date and your nameTable of ContentsExecutive SummarySocial Media Social Media ObjectivesStrategies and ToolsTiming and Key DatesSocial Media Roles and ResponsibilitiesSocial Media PolicyCritical Response PlanMeasurement and Reporting Results

Executive Summary-The major Social Media objectives for The Boho Traveller include expanding Facebook, Twitter, and Instagram followers, and increasing engagement.

-Through these social media goals I will increase traffic to The Boho Traveller Website, and increase blog comments.

Strategies:1. Increasing the quality of content on Facebook to engage followers and lead to clicks.2. Encourage the discoverability of content through SM and newsletters.

Social Media AuditThe following is an audit of The Boho Traveller’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Network URLFollower Count

Average Weekly Activity

Average Engagement Rate

Facebookfacebook.com/bohotravel 245 18471 enagements

Instagram

instagram.com/the_bohotraveller 891 81715 engagements

Twittertwitter.com/sydney_zaruba 185 2017 engagements

Pinterestpinterest.com/sydzarub 108 2 2

Website Traffic Sources Assessment

Source Volume % of Overall TrafficFacebook 587 per month 58%Instagram 45 per month 4%Twitter 21 per month 2%Pinterest 1 per month 0.01%Other NO DATA NO DATA

Audience Demographics Assessment

Social Network Age Distribution

Gender Distribution Female

Gender Distribution Male Primary Need

Secondary Need

Facebook: 18-24 35% 19%

Advice and ideas for their own travel.

Adventure and proof of travel.

25-34 10% 9%

Instagram: 18-24,25-34 57% 43%

Competitor AssessmentCompetitor Assessment Summary:

Competitors are strong because they have been in business longer. They tend to lack character though, or have low post counts (one every two weeks) which will lead to low engagement and loss of followers.

Competitor Name Social Media Profile Strengths Weaknesses

Miss Adventures Abroad Facebook & Instagram

Follower Count, strong photos, good use of calls to action

Posts are generic and lacking character

Travel Colorfully Facebook & Instagram

Follower Count, good interaction on other blogs, strong engagement with followers

Posts do not center around a character

Get Stuffed Blog Facebook & Instagram

Unique & Male Account, interesting concept, recognizable photos Low quantity of posts.

Social Media Objectives The main goal will to be to increase traffic to the website through loyal followers and engagement. Increasing exposure through sponsors, and getting featured on sponsor pages is essential. Catering specifically to the demographic (women ages 18-35) is the biggest target.

Specific Objectives

Increase Instagram followers by 3000 by the end of December.

Focus on creating quality videos to publish through YouTube to Facebook in order to increase engagement.

Increase Twitter followers by 300 by the end of December.

Increase Facebook Likes on page by 450 by the end of December.

Online Brand Persona & VoiceADJECTIVES TO DESCRIBE BRAND

Upbeat

Care Free

Adventurous

Free Spirited

Fun

Knowledgeable

Down-to-earth

WHEN ENGAGING WITH CUSTOMERS:

Quick to respond.

Enthusiastic

Proud

Stand ground, unless completely wrong. Do not back down to opinions, but do thank them for it and explain more.

Examples of Brand Persona & Voice

Strategies & Tools Paid: Every other Tuesday boost most popular organic Facebook posts. The post must have a minimum organic reach of 75, as well as a minimum of 5 likes or 3 comments.

Owned: Introduce the use of #TravelTuesdays to Instagram posts for bucketlist destinations to feature other users. Encourage adoption by followers. Source 1 photo per week to regram/shout out. Promote hashtag across all social properties and email newsletters.

Earned: Reach out to fellow bloggers for content swapping and features on eachother’s pages. Find ways to become ambassadors for larger blog companies, as well as reaching out to local Florence companies to work with.

ToolsApproved

HootsuiteCanva

UnapprovedNone

Subscriptions

Adobe Cloud

Timing & Key Dates Holidays

◦ New Year◦ Valentine’s Day◦ Earth Day◦ Memorial Day◦ July 4◦ “The August Slump”◦ Patriot’s Day◦ My Birthday◦ Halloween◦ Thanksgiving◦ Christmas

International Events◦ Travel Day◦ Word Peace Day

Reporting Dates◦ The first of every month

Social Media Roles & ResponsibilitiesIT’S ALL ME!!!Marketing DirectorSocial Media Manager Social Media Coordinator Supporting Social Media Team Members

Social Media Policy Social media is an integral part of the lives of our audience. Social media will be used to spread company messages, interact with followers and partners, and to share our travels. All Boho Travel team members should always demonstrate courtesy and etiquette on all social media platforms.

Be respectful

Use common sense

Don’t start a riot, or post about illegal activities

Be polite, not rude or insensitive

Don’t talk trash about, or to, competition

Share posts on personal social media

Always think twice before you post

Check for grammatical mistakes

Critical Response PlanSituation: Offensive Post Published

Screenshot

Immediately Delete Post

Send out a new post apologizing for offenses

Personally reach out via DM to those who were affected and offended

Measurement & Reporting ResultsSoclal Network URL Follower Count Average Weekly

ActivityEngagement Rate

Facebook Facebook.com/bohtoravel

252 13

Twitter Twitter.com/sydney_zaruba

190 40

Instagram Instagram.com/the_bohotraveller

1,005 7 Average interactions per post-200