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Kayla Jones; Personal BrandSocial Media Strategy
TABLE OF CONTENTS1. Executive Summary, February 20162. Social Media Audit
a. Social Media Assessment, February 2016b. Traffic Sources Assessment,c. Customer Demographics Assessmentd. Competitor Assessment
3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results,
EXECUTIVE SUMMARY
My social media priorities for 2016 will be growing my social media following and
expanding my network with like-minded individuals.
The primary focus will be sharing more engaging, relevant content as well as engaging
with the community to expand my network and build relationships with my current
followers.
Two major social strategies will support this objective:
1. A plan to increase the volume of content published to my social media profiles
2. Participate in discussions of travel, business and network marketing to connect
with like-minded individuals
The following is an audit of Kayla Jones’ social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Media Assessment Data as of January 10, 2016
SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly Activity
Average Engagement Rate#interactions/reach
Twitter Twitter.com/kaylaxjones
1,004 6 tweets per week 3.6%
Facebook Page Facebook.com/kaylajonesworld
32 7 posts per week 5%
Instagram Instagram.com/kaylaxjones
3,146 1 post per week Average interactions per post = 342
Linkedin Linkedin.com/kaylaxjones
130 0 posts per week 0%
Social Media Assessment:The highest number of interactions per post occurs on Instagram (engagement rate cannot be calculated at this time). Little to no interactions occur on LinkedIn due to lack of posts. I plan to focus on my Linkedin account because I know that Linkedin is an excellent resource to find leads for potential recruits.
Website Traffic Sources AssessmentTimeframe: Monthly average, October 2015 to February 2016
Source Volume Percentage of Overall Traffic
Conversion Rate
Twitter 10 visits 10% 4%Facebook 40 visits 40% 8%Instagram NO DATA NO DATA NO DATALinkedin 2 visits 2% .1%
Traffic Summary:Facebook is the leading driver of traffic to my website. The highest conversion rate (conversion goal = book travel) also belongs to Facebook. Instagram doesn’t provide direct traffic details, but there are still many social interactions occurring.
Audience Demographics Assessment
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
70% 18-30 55% Female 40% Facebook 50% Instagram Discount dream trips
Flight booking engine
25% 31-40 45% Male 35% Instagram 20% Facebook
10% 41-55 20% Twitter 20% Twitter
5% 56-80
Audience Demographic Summary:
Survey distributed in November via email. Total responses: 300
The vast majority of the survey respondents are in the 18-30 age group. Their main social networks
are Facebook and Instagram. Booking travel is the main reason they visit the page. Increasing
Facebook and Instagram contact and engagement should be the next focus.
Competitor Assessment
Competitor Name Social Media Profile
Strengths Weaknesses
Life Before Work Travel FB: Life Before Work Travel
Adventurous GoPro style videos of college students traveling. Very exciting and engaging.
Only aimed towards college-aged partiers. Poor response time.
Travelgram Instagram:@Travelgram
Beautiful, enticing travel photos – good use of user generated content. Well known hashtag #travelgram
Little to no response. Posts too frequently – followers get annoyed.
Best Travel Photos Twitter:@BestTravelPhotos
Great content, beautiful photos.
Constantly retweeting 10+ tweets a day with no relevance to traveling – feels quite spammy.
Competitor Assessment Summary:The analysis focused on three competitors with a strong social presence on Facebook, Instagram, and Twitter. The biggest driver of engagement was high quality visual content. Another great tool was a branded hashtag for followers to tag their own content, or mention the brand. All three competitors lacked interaction with their followers.
SOCIAL MEDIA OBJECTIVESIn 2016, the primary focus of social media strategy will be to increase revenue by driving more leads from
my social media channels. In order to achieve this goal, my priorities will be to increase my followers and
build my network by posting engaging, relevant content, and interacting with my online community.
Some specific objectives include:
1. Increase Instagram followers by 1000 in 6 months via
a. Increased followers and interactions through engaging content
b. Increased followers through engagement with my community
2. Increase followers on Facebook page by 500% in 6 months via
a. Increased followers through relevant content
b. Increased followers through increased awareness of friends and family
KPIs1. Number of visitors from Facebook,
Twitter and Linkedin 2. Number of Instagram followers3. Number of weekly photo and video
posts to Facebook and Instagram4. Average engagement rate
Key Messages• Fun, Freedom, Fulfillment• Make a Living, Living
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe my brand:• Adventurous• Fearless• Bold• Fun
When interacting with customers I am:• Friendly• Encouraging• Inspiring
STRATEGIES AND TOOLS
Paid:N/A
Owned:Create and adapt a hash tag to use on Instagram posts, Tweets, and Facebook posts. Promote hashtag across al social media platforms.
Earned:Monitor twitter and instagram keywords and terms: YSBH, travelgram, travel. Reach out to and follow warm leads to connect with.
Tools
Approved Tools• Hootsuite• Followers+• Buffer
Rejected Tools• N/A
TIMING AND KEY DATESHoliday Dates• N/A
Internal Events• N/A
Reporting Dates• Reporting will occur twice
a year in February and August. Precise dates TBA
SOCIAL MEDIA ROLES AND RESPONSIBILITIESMarketing Director - Kayla Jones
Social Media Manager – Kayla Jones
Social Media Coordinator – Kayla Jones
Supporting Social Media Team Members
Kayla Jones
SOCIAL MEDIA POLICYSocial media is deeply ingrained in my day to day life. I use it to spread messages, interact with customers and potential customers, and to share my personal activities, thoughts, ideas, plans and more. As my own personal brand, I expect myself to demonstrate best practices and a sense of etiquette in my use of social by following some simple guidelines:
• Be respectful to all
• Use common sense
• Stay out of trouble (don’t start a fight or post
something that’s illegal)
• Be polite, not rude or insensitive
• Be the solution, not the problem
• Be nice to strangers
• Act helpful
CRITICAL RESPONSE PLAN
Scenario 1 – Inappropriate Tweet Sent from @KaylaxJonesAction Plan1. Delete Tweet
No Further Scenarios
MEASUREMENT AND REPORTING
Quantitative KPIsReporting Period: 3 months
Data as of February 10, 2016
Website Traffic Sources AssessmentTimeframe: Monthly average, October 2015 to January 2016
Source Volume Percentage of Overall Traffic
Conversion Rate
Twitter 11 unique visits +10% growth
15% 5%
Facebook 44 unique visits +10% growth
35% 9%
Linkedin 3 unique visits+50% growth
2% 1%
Social Network DataTimeframe: as of February 10, 2016
Social Network
URL Follower Count
Average Weekly Activity
Engagement Rate
Twitter twitter.com/kaylaxjones
1,054+5% growth
7 posts per week+17% increase
4%
Facebook Facebook.com/kaylajonesworld
42+28% growth
7 posts per weekNo change
6%
Instagram Instagram.com/kaylaxjones
3,186+3% growth
3 posts per week300% increase
Average interactions per post = 350
Linkedin Linkedin.com/kaylaxjones
150+15% growth
1 post per monthNo change
1%
• My Instagram following has grown by 50 in one month, which is behind track to hit the target of 1,000 additional followers in 6 months.
• My Facebook followers has increased by 28%, which is behind track to hit the target of 500% increase in followers.
• The new Linkedin strategy has not been implemented yet, so results do not accurately depict future goals.
Qualitative KPIsSentiment AnalysisAn analysis of the interactions of 50 Facebook posts, 50 Instagram posts and 50 Tweets revealed the following:
• An abundance of positive sentiment from followers. This includes shout outs, retweets, mentions, shares, and comments.
• There is no negative sentiment at this time
Proposed Action Items• Create and utilize new hash tag
• Consider starting giveaways
• Prepare strategy for recruiting on Linkedin