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PUR3622 Project 1
- 1. Michelle Martinez Social Media Strategy By: Michelle Martinez
- 2. Table of Contents Executive Summary ...............................................................................................................3 Social Media Audit.................................................................................................................4 Social Media Objectives.........................................................................................................5 Online Brand Persona and Voice............................................................................................5 Strategies and Tools ..............................................................................................................5 Key Dates and Timing ............................................................................................................6 Social Media Roles and Responsibilities .................................................................................7 Social Media Policy................................................................................................................7 Critical Response Plan............................................................................................................7 Measurement and Reporting Results .....................................................................................8
- 3. Executive Summary Michelle Martinez is a personal brand by Michelle Martinez. We are focused on posting relatable content that can easily be shared as well as catering to the traveling fans with posts about beautiful places around the world. The brands target market are men and women between the ages of 18 and 30. Our social media priority is growing our community with engaged followers. The primary focus will be to increase engagement by sharing relevant content as well as building relationships with followers.Two major social strategies:1. Post more relatable content.2. Encourage more engagement with call to action.
- 4. Social Media Audit Social Media Assessment Assessment summary: The highest amount of activity is on Instagram with the lowest in Facebook. Website Traffic Sources Assessment Source Volume % of Overall Traffic Conversion Rate Instagram 100 unique visits 20% N/A Facebook 80 unique visits 10% N/A Twitter 50 unique visits 8% N/A LinkedIn 10 unique visits 3% N/A Pinterest 0 unique visits 0% N/A Assessment summary: Instagram is the biggest driver of traffic to our website. Audience Demographics Assessment Age Distribution Gender Distribution Primary Social Network Secondary Social Network 80% 18-30 50% female 60% Facebook 40%Instagram 5% 31-40 50% male 30% Instagram 20% Facebook 10% 41-55 10% Twitter 20% Twitter 5% 56-80 0% Pinterest 0% Pinterest Assessment summary: The majority of the audience is between the ages of 18 and 30. They mostly use Facebook. Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses N/A More followers Followers are not that engaged. Post very often Posts are not that meaningful Assessment summary: Competitor posts more often to more followers but do not receive as much engagement as they should. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook fb.com/michelledmartnz 30 0 0% Instagram instagram.com/michelledmartinez 650 1 140 likes Twitter twitter.com/michelledmartnz 26 2 2 likes/RTs per week LinkedIn linkedin.com/michellemartnz 69 0 0% Pinterest pinterest.com/michellemartnz 0 0 0%
- 5. Social Media Objectives Overall business goals: Drive more traffic to social media accounts before we sell a product. Social media objectives to support business goals: Increase engagement by 300% in 6 months. Increase Facebook and LinkedIn following by 500 in 6 months. KPIs Quantitative: Number of likes, retweets, and shares. Number of Facebook and LinkedIn followers. Qualitative: Whether engagement is unique or not. Online Brand Persona and Voice Adjectives that describe our brand: Adventurous Interesting Relatable Friendly Likable Impressive Examples of brand voice in social media interactions: Answering follower comments in a friendly way. Give tips to followers. Strategies and Tools Strategies to support our social media objectives Paid:
- 6. Boost an organic Facebook post every 2 weeks for 5 days. Boost an organic Instagram post every 2 weeks for 5 days. Owned: Comment on potential followers posts. Use a call to action in posts. Earned: Post similar content with different wording to see what works. Post similar content at different times of the day to see what works. Tools Approved: Hootsuite Buffer Canva Rejected: N/A Existing subscriptions: Adobe InDesign Adobe Photoshop Key Dates and Timing Key dates: Valentines Day St. Patricks Day 9/11 Christmas New Years Eve/Day Lead times: 1 day Reporting dates: 6 months after start of campaign
- 7. Social Media Roles and Responsibilities Social Media Director: Michelle Martinez Responsibilities: Provide ideas of what kind of content to post. Social Media Manager: Michelle Martinez Responsibilities: Decide what content goes on which account. Social Media Coordinator: Michelle Martinez Responsibilities: Schedule time of posts on each social media. Social Media Policy Social media policy: Always be polite. Do not speak negatively of the competition. Be respectful. Always remember you are the face of the company. Critical Response Plan Scenario One: Inappropriate post Action steps: Take screenshot Delete post Apologize and assure that it was an accident Pre-approved messaging: Different depending on the post Scenario Two: Double post on same social media account Action steps: Take screenshot of both posts Delete most recent post of the two Post an apology in a humorous way Pre-approved messaging: Sorry there guys, we got a little too carried away and posted that twice. Sorry for clogging your newsfeed.
- 8. Contact Information: Owner Name Email Marketing Director Michelle Martinez mmartnz@ufl.edu Social Media Director Michelle Martinez mmartnz@ufl.edu Social Media Manager Michelle Martinez mmartnz@ufl.edu Social Media Coordinator Michelle Martinez mmartnz@ufl.edu PR Agency Michelle Martinez mmartnz@ufl.edu Measurement and Reporting Results Social Network Data Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook facebook.com/michellemartnz 200 5 posts per week 5% Instagram instagram.com/michelledmartnz 850 3 posts per week 250 likes per post Twitter twitter.com/michelledmartinez 180 20 posts per week 5% LinkedIn linkedin.com/michellemartnz 150 1 post a month 1% Pinterest pinterest.com/michellemartnz 50 1 post a week 3% Website Traffic Data Source Volume % of Overall Traffic Conversion Rate Instagram 150 unique visits 25% N/A Facebook 100 unique visits 15% N/A Twitter 50 unique visits 10% N/A LinkedIn 15 unique visits 3% N/A Pinterest 5 unique visits 3% N/A Results Assessment: Follower count increases in all social media profiles, which also led to an increase in engagement and website traffic. Qualitative KPIs Followers are more active in the early afternoon. Sentiment Analysis: Followers are commenting more on posts.