The Brand Called YOU:Jasmine Melendez

February 20, 2016

Executive Summary

My social media priority for 2016 is to grow my online following on my social media sites and my blog.

Two major social strategies to support this objective:

1. Create more shareable content each week

2. Interact with users who have content similar to mine.

Social Media AuditAs of Feb. 20, 2016

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter Twitter.com/jasminemPR

40 7 posts per week

0.27%

Facebook Facebook.com/jasminemPR

20 3 posts per week

0%

WordPress Wearejemz.wordpress.com

9 1 post per month

3%

LinkedIn linkedin.com/in/jasmine-melendez-43169b7a

37 1 post every 3 months

0%

Social Media Assessment: Currently, I am struggling in my social media engagements. My Twitter

engagements have increased recently, so I believe engagement will increase here soon. I have visitors on my blogs but I need more engagement (i.e. comments).

Website Traffic Sources AssessmentAs of Feb 1, 2016

Source Volume % Overall Traffic Conversion rate

Twitter 4,824 unique views 70% 5%

Facebook 20 unique views 1% 0.5%

WordPress 44 unique views 2.3% 0.3%

LinkedIn 10 unique views 0.50% 0.02%

Assessment Summary:The largest driver of traffic is Twitter. WordPress gets 44 unique views in

a month and Facebook gets 20, but with little to no engagement.

Audience Demographic AssessmentAge Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

75% 18-30 65% Female 60% Twitter 70% Twitter Entertainment

Find style and

20% 31-40 35% Male 20% Wordpress

5% WordPress

makeup tips

4% 41-55 15% Facebook

5% LinkedIn

1% 56-80 5% LinkedIn 15% Facebook

Assessment Summary:The majority of readers are 18-30 years old. The

majority are women. Their main platforms are Twitter and LinkedIn. The reason for visiting the site is

entertainment.

Competitor AssessmentCompetitor Name Social Media Profile Strengths Weaknesses

Natalie Walker FB TheWalkingTrend -More likes-More frequent content-Entertaining content

- Not much engagement on posts

Corey Zimmerman FB Corey ZImmerman

- Aesthetic profile- Many likes on

the page- A lot of

engagement on the page

- Hasn’t posted recently

Competitor Assessment Summary: The competitors have strong content but could use improvement in frequency of posts.

Social Media ObjectivesIn 2016, the main objective is grow a follower base on my social media platforms. In order to do so, my social media priority will be to post quality, shareable content on a more frequent basis.Some specific objectives include:

1. Create 4 posts a weeka. Post a mix of photos, statuses and blog posts.b. Share content from popular, but related profiles.

2. Increase Facebook likes by 20 in 2 months3. Increase Twitter followers by 40 in 3 months.4. Increase number of posts shared by 30 across all platforms

a. Incorporate more hashtags into posts

KPI’s Key Messages1. Number of posts shared per week 1. Live a happy lifestyle2. Number of posts liked per day 2. Create your own fashion sense3. Number of followers increased 3. Discover what you’re passionate about

Online Brand Persona and VoiceAdjectives that describe When interacting with readersmy brand: I am:1. Fun 1. Friendly2. Happy 2. Grateful3. Stylish4. Passionate

Strategies and ToolsPaid: If I were to use paid content, I would use “Boost Post” and “sponsor Tweet.”Owned: I would create my own content such as hashtags and blog posts.Earned: Repost blogs and articles related to the topics I discuss such as beauty, makeup and fashion. I would share on Facebook and retweet on Twitter._____________________________________________________

Tools: Approved Tools Rejected Tools Existing Subscriptions- Hootsuite - N/A - N/A- Buffer

Timing and Key Dates

Holiday Dates• Valentine’s Day• National Lash Day (Feb. 19)• National Lipstick Day (July 29.)• National Beauty Day (Oct. 29)Internal EventsN/A

Reporting DatesReporting will take place January, April, July and November

Social Media Roles and Responsibilities

Director of all Marketing and Social Media:

-Self (Jasmine Melendez)

Social Media PolicySocial media is an important aspect to getting the message of my personal brand through to future employers and people interested in what I create.- Be polite and respectful- Have an open mind- If reposting something that may be offensive or that I do not personally

agree with, make it clear that it is posted for informational purposes- Be welcoming- Promote positivity- Uplift others- Engage with readers

Critical Response Plan

Scenario 1- Inappropriate or offensive content posted- Delete if there has been no engagements on it- If a person has commented on it, respond as soon as possible apologizing and stating that it was posted for informational purposes. Then delete post if appropriate.

Scenario 2: Negative feedback left on a post- Respond with concern and curiosity as to why they feel how they do.- Private message if necessary to continue conversation.

Measurement and Reporting

Quantitative KPIsReporting Period: 3 monthsData as of January 1, 2016

Website Traffic Sources AssessmentUnavailable until plan is implementedSocial Network DataUnavailable until plan is implemented

Proposed Action Items• Implement Action Plan to reach goals.