brand taylor mackenzie hicks
Post on 19-Jan-2017
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Taylor Mackenzie
HicksSocial Media Strategy for a personal brand
Table of Contents
Executive Summary
Social Media Audit Social Media Objectives Online Brand Persona and Voice Strategies and Tools Timing and Key Dates Social Media Roles and Responsibilities Social Media Policy Critical Response Plan Measurement and Reporting Results
Executive Summary
The brand of Taylor Mackenzie Hicks has an ultimate goal of doubling followership by May of 2016. The
primary focus this brand will have is increasing followership by using more
relevant content, hashtags, and participating in Twitter chats.
Social Media Audit
Social Media Assessment –
The social media platforms utilized by the brand of Taylor Mackenzie Hicks include Facebook, Twitter, Pinterest, and LinkedIn. The Facebook page currently has 95 likes. The Twitter account has 14 followers. The Pinterest account
has 184 followers, and the LinkedIn account has 407 connections. The Twitter account is really lacking in
followership, so most of the emphasis of this audit will be placed on this particular account.
Website & Traffic Audit
Source Average Daily Website Visits
Percentage of Overall Traffic
Conversion Rate
Facebook 12/day 20.12% 5%
Twitter 1/day 3.1% .9%
Pinterest 49/day 49% 6.7%
LinkedIn 12/day 28.51% 6.2%
Audience Demographics Assessment
Age Distribution
Gender Distribution
Primary Social Network
Primary Social Need
60% 18 - 30 65% female 29% Pinterest Leisurely reading about others’ lives
30% 31 - 40 35% male 34% Facebook
10% 41 - 55 28% LinkedIn
10% 56 - 80 9% Twitter
Competitor Assessment
Personal blogs Celebrities News sources
Social Media Objectives
In 2015, it was our goal to simply launch all of our social media platforms. There was no goal of followership and no engagement strategy. In 2016, we have some new
plans.1. Increase followership by 50%.
2. Increase brand awareness with relevant hashtags.3. Post more newsworthy content.
4. Increase in ranks of relevant personal brands by 25%.5. Participate in 25 Twitter chats.
Objectives (cont.)
6. Personally respond to every mention or shout out the brand receives.
7. Include more links in posts.8. Include more photos in posts. People like pictures.
9. Get retweeted by someone famous on Twitter.10. Create a brand YouTube account and share
relevant videos to social media accounts.
Online Brand Persona & Voice
Adjectives that describe our brand: Quirky Photos that are brand-relevant Relevant Relatable Tasteful Friendly
Strategies & Tools
This brand will utilize hashtags and location features to maximize content SEO.
This brand will utilized Paid Reach on Facebook and Promoted Tweets on Twitter to reach more folks. Budget for this is $75/week.
This brand will utilize HootSuite, Photoshop, Buffer, and Canva to reach the maximum cool factor.
Timing & Key Dates
Holiday Dates (until May) St. Patrick’s Day Spring Break Officially spring Easter Officially summer Summer break
Social Media Roles & Responsibilities
Marketing Manager = Taylor Hicks Marketing Associate = Taylor Hicks Content Coordinator = Taylor Hicks Social Media Manager = Taylor Hicks Marketing Intern = Taylor Hicks
Social Media Policy
Be kind to everyone Respond to negative comments within 12 hours Respond to positive comments within 24 hours Be as helpful as possible Realize that even rude people’s opinions count
Critical Response Plan
If it’s speculated that any platforms have been hacked:1. Make sure Taylor Hicks is aware2. Delete content left from hacker3. Apologize to followers for what they may have
seen4. Report the incident5. Let the media know that account was hacked
Measuring & Reporting
Reporting Period: 3 monthsSource Follower
CountAverage Weekly Activity
Engagement Rate
Facebook 95 2 posts/week
8%
Twitter 14 10 posts/week
2%
Pinterest 184 30 posts/week
30%
LinkedIn 407 1 post/week
23%
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