Social Media Strategies.
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The document provides a social media strategy for Joey Beiro covering objectives, analytics, roles and responsibilities. Key points: 1. The strategy aims to build Joey Beiro's online community and engage audiences on social media. Goals include increasing website traffic and growing Instagram followers. 2. A social media audit found Twitter and Facebook drive most traffic while surveys show audiences are most active on Facebook and Instagram. 3. The strategy outlines brand voice, content creation, and collaboration with influencers. It also establishes social media roles and a response plan. 4. Performance will be measured through analytics on social networks, website traffic, and sentiment analysis of user engagement. Increasing cross-platform use of
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- 1. TABLE OF CONTENTS 1. Executive Summary 2. Social Media Audit a. Social Media Assessment, b. Traffic Sources Assessment, c. Customer Demographics Assessment d. Competitor Assessment Social Media Objectives 3. Online Brand Persona and Voice 4. Strategies and Tools 5. Timing and Key Dates 6. Social Media Roles and Responsibilities 7. Social Media Policy 8. Critical Response Plan 9. Measurement and Reporting Results, Executive Summary:
- 2. Our main goal is to build our online community. We want to build meaningful relationships with our supporters and gain their trust, we want to have a strong influence in their everyday life. 1. Increase engaging content. 2. Use platforms to engage with our audience. SM Audit: The following is an audit of Joey Beiro’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate #interactions / reach Twitter twitter.com/ joeybeiro 99 8 posts per week 2.5% Facebook facebook.com/ Joeybeiro 5 5 posts per week 3% Instagram instagram.com/ joeybeiro 299 3 posts per week Average interactions per post = 57 LinkedIn linkedin.com/ joeybeiro 61 1 post per month 0% Website Traffic Sources Assessment Timeframe:Monthly average, October 2015 to December 2015
- 3. Source Volume Percentage of Overall Traffic Conversion Rate Twitter 10 unique visits 5% 2% Facebook 3 unique visits 2% 0% Instagram NO DATA NO DATA NO DATA LinkedIn 30 unique visits 0.5% 0% Traffic Summary: At this time, Twitter is the biggest driver of traffic to our website. Facebook is close behind but because we could not measure Instagram there is no data. But we do have a large amount of traffic through instagram. Audience Demographics Assessment: Survey distributed in June/July via email and upon visitor registration. Total applicant responses: 1,500 Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 55% 18 - 30 30% 31 - 40 10% 41 - 55 5% 56 - 80 37% Female 63% Male 40% Female 60% Male 45% Facebook 30% Instagram 25% Twitter 40% Instagram 20% Facebook 20% Twitter Thought provoking and engaging content. Being introduced to new things. Audience Demographics Summary: An overwhelming number of survey Reponses were from the ages of 18-30 age group. Facebook and Instagram were close to the top of used social media platforms. The primary visits for most followers were for thought provoking and engaging content and being introduced to new things. Competitor Name Social Media Profile Strengths Weaknesses
- 4. Jaime Derringer @DesignMilk Great design posts, inspiring, post frequently, high quality photographs, built a huge following Do not answer any questions, don’t interact with followers, do not credit photographs or depict who’s work is being featured. Ian Connor @ianconnorsrevenge Posts with influencers, has become known in the fashion community, post frequently Rude, not professional, doesn’t handle himself as a brand, cocky, takes personal messages with followers and posts them to IG ot Twitter. Joseph Pita @jopita Post frequently, has a No interactions w/ followers Following, engaging pics only responds to friends. Competitor Assessment Summary: High quality, engaging and stimulating content is what these three accounts all have in common. Areas where they need to improve is communicating with followers, appreciating the support each person gives the account holder. SOCIAL MEDIA OBJECTIVES In 2016, the primary focus of our social media strategy will be to create interesting content and drive more traffic to our website from our social channels. In order to do so, our social media priorities will be growing online following + community by sharing more engaging, relevant content and building deeper relationships with our customers. Some specific objectives include: 1. Increase unique visitors from social properties to website by 20% in 4 months via: a. Increased brand awareness through increased mentions on Twitter and likes and features on Instagram. 2. Increased use of brand hashtags across all social platforms
- 5. 3. Reach influencers that will support and collaborate with our brand. 4. Increase Instagram followers by 3000 in 6 months. 5. Increase volume of visual content published on Facebook and Instagram channels by 50% in 6 months. ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand: Minimalistic Clean & sharp Cohesive Thought Provoking When interacting with customers we are: Encouraging Appreciative Friendly STRATEGIES AND Tools Paid: Every Friday boost most popular organic Facebook posts for the weekend. The post must have
- 6. a minimum organic reach of 75, as well as a minimum of 5 likes or 3 comments. Owned: Introduce the use of #GOODFRIDAYS to company Instagram posts. Encourage adoption by customers and source a minimum of 1 piece of user-generated content per week to regram/shout out. Promote hashtag across all social properties, email newsletters as well as printed promotional material. When customers arrive for registration mention the hashtag and encourage them to use it if they plan on taking photos of their interpretation of good designs. This already is a hashtag that trends when ever the artist Kanye West releases new music, so we will integrate our post with supporters of Kanye West the fashion designer, musician, celebrity. Earned: Monitor Twitter for keywords and terms: fashion, design, aesthetic, expression. Extend 20 shout out opportunities to warm leads/prospects over the course of 3 months = unexpected delight. Partner with 5 fashion/designers/graphic artists and develop an influencer/advocate relationship. Co-develop a 5 piece content series Tools Approved Tools Hootsuite Klout Buffer Rebelmouse Rejected Tools N/A Existing Subscriptions/Licenses Vimeo Photoshop/ Illustrator
- 7. TIMING AND KEY DATES Holiday Dates Christmas Paris Fashion Week New York Fashion Week Valentines Day Labour Day (Long Weekend) Internal Events February 12th – Fashion Week’s Best Reporting Dates Reporting will occur once a quarter in February, May, August and November. Precise dates TBA. SOCIAL MEDIA ROLES AND RESPONSIBILITIES Social Media Director- Jose Beiro Social Media Manager- Jose Beiro Social Media Coordinator- Jose Beiro SOCIAL MEDIA POLICY 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 to customers Don’t slag the competition Excited about a company event or campaign? Feel free to spread the word to your networks. Not sure if your social message is up to par? Ask before you tweet - we’re here for you. Joey Beiro is serious about the use of social media by our employees. By violating the guidelines of Joey Beiro’s social policy the company may take corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. If any employee has any questions or doubt about the guidelines please, be safe, and contact Joey Beiro.
- 8. CRITICAL RESPONSE PLAN Scenario 1 - Inappropriate Tweet Sent from@JoeyBeiro Action Plan 1. When Tweet is detected: Take screenshot (on Mac press: Command+Shift+ 3) Delete Tweet Alert Joey Beiro (Social Media Manager). If Joey Beiro is unavailable, keep trying. 2.Draft a timely and appropriate response for you and Joey Beiro to respond. 3. Joey Beiro will handle the problem if Twitter picks up the situation. 4. Joey Beiro will determine if disciplinary action will be required. MEASUREMENT AND REPORTING Quantitative KPIs Reporting Period: 3 months Data as of February 1, 2015 Website Traffic Sources Assessment Timeframe: Monthly average, November 2014 to January 2014 Source Volume Percentage of Overall Traffic Conversion Rate Twitter 60 unique visits + 40% growth 15% 4% Facebook 30 unique visits +10% growths 9% 1.5% LinkedIn 100 unique visits +5% growth 3% .02% Social Network Data Timeframe: as of February 1, 2015 Social Network URL Follower Count Average Weekly Activity Engagement Rate Twitter twitter.com/ Joeybeiro 138 +40% growth 20 posts per week +13% increase 7% Facebook facebook.com/ 30 +25% growth 9 posts per 6%
- 9. Joeybeiro week +300% increase Instagram instagram.com/ Joeybeiro 329 +10% growth 6 posts per week +300% increase average interactions per post = 550 LinkedIn linkedin.com/ Joeybeiro 100 +10% growth 1 post per month no change 1.5%
- 10. Our Instagram following has grown by 30 in 3 months, on track to hit the target of 360 followers in a 6 month timeframe. It’s important to note that the average interactions per post have increased by 162% from 57 to 550. With the introduction of #GOODFRIDAY we have increased our follower engagement, shout outs, likes and follows. This introduction will be carried to twitter as well to see if we get the same response as we did on Instagram. We elected to keep LinkedIn open to serve the upcoming Spring/Summer hiring season. A greater focus on developing company culture-centered content for this channel should be considered. We want to give opertunities to you social media managers, directors and coordinators. We have made an internship program for this specific reason through LinkedIn. Qualitative KPIs Sentiment Analysis An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: An abundance of positive engagement from followers on our content. This includes shout outs, sharing photos and the use of #GOODFRIDAY in their posts. the biggest driver of negative sentiment is posting more variety of art forms. Customers express frustration about heavy fashion posts.