1. Executive Summary

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

Our primary social media goal for this upcoming year (2016) will be to grown our online following as well as influence our community. We will focus on finding creative ways to share content, engage more and inspire our followers.

Two major social strategies will support this objective:

1. Increase how much content we publish on any given day 2. Boost engagement about our content

SOCIAL MEDIA AUDIT

The following is an audit of Sarah Acosta-Rubio 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 February 20, 2016

Social Media Assessment: At this time, the most interactions per post happen on Instagram. Little to no interactions occurs on Facebook and posting more frequently should be consider moving forward.

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

#Interactions/reach

Twitter Twitter.com/ Svacostarubio 40 3 posts per

week 1%

Facebook Facebook.com/ Sarah Acosta-Rubio 3 1 posts per

two weeks .5%

Instagram Instagram.com/ Svacostarubio 473 2 posts per

week Average interactions per post = 65

Tumblr Tumblr.com/ Svacostarubio 109 2 post per

week 2%

Website Traffic Sources Assessment: Timeframe: Monthly average

Source Volume % Of Traffic Conversion Rate

Twitter 10 visits 2% 2%

Facebook 1 0 0

Instagram NO DATA NO DATA NO DATA

Tumblr 50 visits 5% .02%

Traffic Assessment: At this time, Tumblr brings in the biggest traffic to our website. Although there is no direct data for Instagram, a lot of interaction and conversations happen on this network.

Audience Demographics Assessment: Survey distributed in via email and upon subscription. Total applicant responses: 1000

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

70% 18 – 30

20% 31 – 40

10% 41 - 55

0% 56 - 80

60% Female

40% Male

60%Female

40%Male

10%Facebook

50%Instagram

20% Twitter

40%Instagram

20%Facebook

20% Twitter

Thinking content is cool

Finding inspiration in content

Audience Demographics Assessment: The majority of surveyed respondents are in the 18-30 age group. Instagram and Twitter are the core social networks. Thinking content is cool is the primary reason for liking content. Focusing on Facebook content should be noted to move forward.

Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

Aime Song Instagram: SongofStyle

Post frequently, content is cohesive. Uses same filter. Interesting content. Gives tips, humanized brand.

Doesn’t interact with her audience. Questions go un answered.

Danielle Josepth

Instagram: HelloFucntion

Uses hashtags #hellofunction to promote content. Posts work and tags companies looking for content.

It’s not cohesive. Brand voice isn’t strong.

Keya Vadgama TW: Kvgm

Uses Twitter to showcase her work. Interacts with other graphic designers

Low engagement. Doesn’t post frequently

Competitor Assessment Summary: The above analysis focused on three major competitors with a strong social presence on Instagram and Twitter. Good quality content is the main reason of engagement and community following. The use of hashtags plays a big factor when it comes down to brand reaching. On the other hand, they can improve on communication with audience and frequent postings.

SOCIAL MEDIA OBJECTIVES

The primary objective of our social media strategy will be to increase followers and influence our community by posting creative content. In order to do this, we will schedule posts and engage more with our audience.

Some specific objectives include:

1. Increase followers by 100 in a matter of 5 months by:

a. Increase brand awareness by posting more frequently

b. Use hashtags across social media platforms

2. Increase volume of visual content published on Facebook and Instagram channels by 40% in 6 months.

The following is the demographic example we are trying to reach:

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe our brand:

• Lively • Fashion forward

• Colorful • Fun • Sarcastic

STRATEGIES AND TOOLS

Paid: Every two-weeks pay for ads that have to do with our brand. If possible, further our own posts. Every Friday boost most popular organic Instagram posts for the weekend.

Owned: Introduce the use of #SarahSundays on Instagram and Twitter posts. Encourage community to use it. Promote hashtag through other social media platforms, as well as give incentive to those that use it.

Earned: Monitor hashtag used and generate giveaways to those that use it. Also, partner up with other influencers and come up with a “Day in the life” of each advocate and share throughout social media platforms. Have them repost and shout us out.

TOOLS

Approved Tools

• Hootsuite • Behance • Snapchat • Buffer • VSCO • YouTube

Existing Subscriptions/Licenses

• Photoshop • Illustrator

TIMING AND KEY DATES

Key Holy Dates

• Christmas • Valentines • Thanksgiving • Halloween

Other Key Dates

• New York Fashion week • London Fashion Week • Paris Fashion week

Weekly & Daily

• Keep in mind #hashtag trending during any given week or day • Post three times a week

o Mondays o Wednesdays o Saturdays

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

• Marketing Director –Sarah Acosta-Rubio

• Social Media Manager – Sarah Acosta-Rubio • Social Media Coordinator – Sarah Acosta-Rubio • Creative Content - Sarah Acosta-Rubio

SOCIAL MEDIA POLICY

Social media is something that is used in our everyday lives. We use it to reach out across different communities, share content, and interact with our audience. As a representative of Sarah Acosta-Rubio, you are expected to conduct yourself with etiquette and respect. The following are some simple guidelines.

• Be respectful • Don’t bash other brands • Be polite • Solve problems • Be nice • When sharing our content on your own social media platforms make sure you follow the

guidelines Sarah Acosta-Rubio has set forth.

NOTE: Sarah Acosta-Rubio is serious about following these guidelines. Violation of such terms will result in corrective action plan. You may be subject to legal prosecution as well as termination of contract. Should you have any concerns please feel free to speak to Sarah Acosta-Rubio herself.

CRITICAL RESPONSE PLAN

Example 1: Inappropriate content posted on Instagram

Action Plan

1. When picture is detected: Take screenshot then proceed to delete post. 2. Let the Social Media Manager know. 3. Discuss impact of the post 4. If the media has gotten a hold of the post, Sarah Acosta-Rubio will deal with all direct

contact. 5. Consider posting something else to address the issue to our community

Example 2: Unsuitable Tweet Sent from Sarah Acosta-Rubio

Action Plan

1. Take screenshot of tweet then proceed to delete it. 2. Alert the Social Media Manager 3. Discuss impact of tweet 4. Address the Tweet on all social media platforms

IMPORTANT: These are only a few scenarios that could happen while on social media. If for any reason an issue comes up please alert the Social Media Manager as soon as possible. Action will be taken accordingly.

MEASUREMENT AND REPORTING

Quantitative KPIs

Reporting period: 3 month

Website Traffic Sources Assessment - Timeframe: Monthly

Source Volume Percentage of Overall Traffic Conversion Rate

Twitter 20 visits 10% 2.3%

Facebook 3 visits .3% 0%

Instagram NO DATA NO DATA NO DATA

Tumblr 50 visits 5% .5%

• Although there is no direct data from Instagram, it should be noted that most of the traffic comes from interactions and visits to this network.

Social Network Data - Timeframe: Monthly

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter Twitter.com/ Svacostarubio 58 + 30% growth

10 posts per week +5% increase

4%

Facebook Facebook.com/ Savacostarubio

20 + 100% growth

9 posts per week

+10% increase

6%

Instagram Instagram.com/ Svacostarubio

519 +10% growth

3 posts per week

+10% increase

Average interactions per post = 80

Tumblr Tumblr.com/svacostarubio 179+ 30% growth

6 post per week + 5% increase 30% reblogs

• Our Instagram following has grown by 47 followers in a month, keeping us on track when increasing out following. Its important to note that the most interaction happens on Tumblr, with the increase of 30%

• The creation of visual content has given us a remarkable amount of new followers. A key tactic on this social media movement has been the use of the hashtag #SarahSundays, which is shared throughout all the networks. Our community loves this content.

Qualitative KPIs

• Most interactions happen on Instagram and Tumblr • Positive feedback from our community shows that visual content has been taken very

well. • This also includes, reblogs, shootouts, and the use of #SarahSundays