CAMRON THOMPSON PHOTOGRAPHY Social Media Strategy

TABLE OF CONTENTS

1. Executive Summary, October 2016

2. Social Media Audit

A. Social Media Assessment

B. Traffic Sources Assessment

C. Customer Demographics Assessment

D. Competitor Assessment

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

EXECUTIVE SUMMARY

The primary social media goal for Camron Thompson Photography is to increase user participation on Facebook, as well as guiding those users to our website to buy prints or book photo shoots.

We will use the following strategies to achieve these goals:

1. Create and share more content that invites conversation.

2. Use links that feed back into website traffic.

SOCIAL MEDIA AUDIT

The following is a social media audit of Camron Thompson Photography’s social media presence.

Social Media Assessment: Two social media channels exist for Camron Thompson Photography. By far the most traffic and engagement comes through the Instagram channel. Focus should be directed towards it. Possibly increase post rate on Facebook profile to see if more users can be reached and engaged.

Social Network URL Follower

CountAvg. Weekly

Activity Avg.

Engagement Rate

Facebook facebook.com/camronthompsonphoto 74 1 Post 1.93%

Instagram instagram.com/camront 801 1 Post 95 Likes

WEBSITE TRAFFIC SOURCE ASSESSMENT

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Traffic Summary May 2016 to October 2016: Facebook provides the most concrete details about website traffic. However, I believe that Instagram is still the most popular drive of traffic to the website. I would suppose that 50% of traffic comes to the website from Instagram alone.

Source Volume Percentage of Overall Traffic Conversion Rate

Facebook 250 unique visits. 30% 0.5%

Instagram NO DATA NO DATA NO DATA

AUDIENCE DEMOGRAPHICS

Age Distrubution

Gender Distribution

Primary Social Network Primary Need Secondary

Need

70% 18-30 60% Male 60% Facebook

Looking at concert photos.

Getting travel ideas.

15% 31-40 40% Female 30% Instagram

10% 41-55 10% Twitter

5% 56-80

COMPETITOR ASSESSMENT

Competitor Social Media Strengths Weaknesses

Kayla Surico IG: kayla_surico

Aesthetically pleasing blend of concert

photos and staged shoots. Lots of

interaction with fans and clients.

Not a lot of traffic being promoted to her

website. No personalized hashtags.

Chris Ramos IG: chrisramosphotos

Varied style of wedding and concert

photos. Lots of website integration. Publishes written content as well.

Not focused on one aspect, shifts time between weddings

and live music.

Competitor Assessment Summary: Two popular photographers in my local scene. Both have decent followings on Facebook and Instagram. Lots of audience interaction through both platforms. Website integration could be better and narrowing down types of shoots could be beneficial.

SOCIAL MEDIA OBJECTIVES

The primary goal for the remainder of 2016 is to filter more traffic to the main website in the hopes of securing more paid shoots.

Specific Goals:

1. Gain 100 new Instagram followers in the next three months.

2. Use one video post on Facebook and Instagram per week.

3. Have one discussion topic per week on Instagram.

SOCIAL MEDIA OBJECTIVES

KPI’s

1. Number of Instagram followers

2. Number of jobs booked through website

3. Activity and engagement on Instagram and Facebook posts.

Key Messages

➤ Go Explore.

➤ Just Go Shoot.

ONLINE BRAND PERSONA AND VOICE

ONLINE BRAND PERSONA AND VOICE

Adjectives that Describe us:

➤ Fun

➤ Adventurous

➤ Lively

➤ Informative

➤ Professional

➤ Knowledgeable

➤ Accessible

STRATEGIES AND TOOLSPaid: Boost at least one post on Facebook a week while rotating formats: image, graphic, video, etc.

Owned: Begin using promoting heavy use of website in all posts. Overhaul website to add more up to date photos, blog entries, and interactive content. Implement an email newsletter to better inform customers, and also get a better idea of demographics and what customers want.

Earned:

Collaborate and reach out to more local photographers in music scene. Exchange photo shares on each others Instagram’s to boost followers between us. Submit more content to freelance magazines in exchange for either publicity or paid work.

Tools: ➤Hootsuite ➤Buffer ➤MailChimp

Subscriptions: ➤Adobe Creative Suite ➤Squarespace

TIMING AND KEY DATES

➤ October 8th. Thrice concert

➤ October 21st. Taking Back Sunday concert.

➤ November 11th. Veteran’s Day Weekend. (Good for travel photos)

➤ December 1st. Two month deadline for Instagram followers.

SOCIAL MEDIA ROLES

Marketing Director- Camron Thompson

Social Media Manager- Camron Thompson

SOCIAL MEDIA POLICY

At Camron Thompson Photography, we take pride in providing our followers and customers with unforgettable images from all over. Social media is a crucial component to this business and all employees are expected to treat our followers with the utmost respect. We are a fun company and following these guidelines will help guarantee success:

➤ Do good.

➤ Be Kind.

➤ Promote any event we have coming up

➤ Be helpful

Camron Thompson Photography takes it’s social media seriously. Any negative use of the channels will result in disciplinary measures. Always ask if you are not sure about a post or a situation.

CRITICAL RESPONSE PLAN

Scenario - Offensive comment left on a post.

➤ Action Plan

1. Inform Camron Thompson immediately.

2. Take screenshot of comment and forward along to Camron.

3. Do not reply to comment or further conversation.

4. After consulting with Camron, report comment to Facebook team or Instagram team as either spam or hateful comment.

MEASUREMENT AND REPORTING

Quantitative KPI’s

Reporting period 2 months

Website Traffic Assessment

Source Volume Percentage of Traffic Conversion Rate

Facebook 400 unique visits. 36% 1%

MEASUREMENT AND REPORTING

Social Network Data

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Facebookfacebook.com/

camronthompsonphoto

150 6 Posts Per Week 2.3%

Instagram instagram.com/camront 905 5 Posts Per Week 130 Likes

➤ Our social media campaign has been going very well. We hit our follower goal on Instagram fairly quickly and have been posting more on Facebook and Instagram every week. Engagement has gone up on both platforms and more users are heading to the website to book shoots and share content.

MEASUREMENT AND REPORTING

Qualitative KPI.

Looking at a 50 Facebook posts and 50 Instagram posts we found the following:

➤ People responded well to albums of concert photos, as opposed to just single images. More likely to comment and share the photos they liked out the album.

➤ Video posts are still going through refinement, not connecting with audiences as well as they should be.

Proposed Action:

➤ Continue making photo albums.

➤ Work on quality of videos, if no change in one month, lay off of them for a while.

➤ Consider a contest for free studio time or free prints of photos.