EMILEE BELL SOCIAL MEDIA

STRATEGYEmilee Bell – February 2016

TABLE OF CONTENTS•Executive Summary•Social Media Audit• Social Media Assessment• Audience• Competitors •Social Media Objective•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 primary goal for the brand for the next year will be to increase follower counts and engagement ranges•It is important to take into account the fact that the brand is new when looking at numbers and results of the social media audit•Going forward, we will strive to cultivate meaningful relationships with online followers and provide them with useful content

SOCIAL MEDIA AUDIT•Social Media AssessmentData as of February 20, 2016

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Range

Facebook https://www.facebook.com/Emilee-Bell-1035782356516783/

86 10 posts per week

10%

Twitter https://twitter.com/EmileeLBell 12 10 posts per week

5%

RebelMouse

https://www.rebelmouse.com/EmileeLBell/

N/A 20 posts per week

N/A

Summary: Facebook is the most successful social media platform for Emilee Bell. Not only is the follower count higher on Facebook, but the engagement range is also higher than on Twitter.

SOCIAL MEDIA AUDIT•Audience Demographics AssessmentData as of February 20, 2016

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

2.5% 13-17 69% female 50% Facebook

60% Instagram

Looking for interesting topics to read about

Looking for inspiration for personal posts and blogs

77% 18-24 31% male 30% Twitter 20% Facebook

9% 25-34 20% Instagram

20% Twitter

4% 35-445% 45-542.6% 55+

SOCIAL MEDIA AUDIT•Audience Demographics Assessment•Summary: The majority of the brand’s audience is within the 18-24 age range and the vast majority are female. Many of the females are familiar with the brand and the creator personally, so have an inherit vested interest in the brand. The majority of them look at lifestyle blogs to find inspiration for their own lives and interesting content that entertains them.

SOCIAL MEDIA AUDIT•Competitor AssessmentCompetitor Name

Social Media Profile

Strengths Weaknesses

Claire Daniel Facebook: Claire Daniel

Professional, clean design and layout for the page. Has a larger follower base and connects different platforms (blog, Twitter) to posts.

Is inconsistent in posting and doesn’t receive very high engagements per post.

Kristina Manus Facebook: Kristina Manus

Has a unique style and personality for the page. Has a very focused interest.

Does not post frequently and misses opportunities (important dates, holidays, events) that could be capitalized on.Summary: Both of the competitors have higher follower counts than our

Facebook page does. They both utilize and produce content well, but don’t post consistently.

SOCIAL MEDIA OBJECTIVE•Objectives for the following year are to increase our following and engagement by growing our online presence and posting more consistently and relevantly•Specifically, we hope to:• Increase Facebook likes by 30% in 4 months by:•Linking Facebook to Twitter messages•Using paid advertising to boost our posts in hopes that current followers will share, like and comment on posts

• Increase Twitter followers by 50% in 4 months by:•Using paid advertising to increase followers•Tweet about relevant topics that our target audience follows

SOCIAL MEDIA OBJECTIVE•KPIs•Quantitative•Number of likes, comments and shares on posts•Number of website visits•Qualitative•General positive feedback from followers

•Key Messages•Create your own good days•Life is lovely

ONLINE BRAND PERSONA AND VOICE•Emilee Bell tries to create a positive, personal and professional space for visitors•Adjectives that describe our brand:•Simple•Straightforward•Upbeat•Organized•Creative

ONLINE BRAND PERSONA AND VOICE

STRATEGIES AND TOOLS•Paid:• Boost posts on Facebook that do not produce at least a 30% engagement range within one hour

•Owned:• Incorporate the use of #LifeIsLovely on posts to create a streamlined image and campaign for the brand. Encourage fans to use the hashtag and repost some of their select posts• Link together all social media platforms to create a unified design and incorporate other sites on every post

•Earned:• Partner with other lifestyle bloggers to feature each other’s content in our posts in order to expand followers•Monitor large brands that maintain same brand image as our own to get inspiration and increase followers

•Approved Tools:•Hootsuite• Buffer• TweetDeck

TIMING AND KEY DATES•Holidays•Valentine’s Day•Memorial Day•4th of July•Labor Day•Halloween•Thanksgiving•Christmas•New Year’s

Reporting Dates• Reports will be created every 3 months

SOCIAL MEDIA ROLES AND RESPONSIBILITIES•Emilee Bell- Social Media Coordinator and Manager

SOCIAL MEDIA POLICY•Social media is the sole platform for Emilee Bell. The entire brand was founded on social media sites, including Facebook, Twitter, RebelMouse, Google+ and LinkedIn. Therefore, it is important that the content across all platforms is produced professionally. The brand uses social media to produce and share interesting content, publish new ideas, and communicate and interact with peers. The five social media guidelines are:•Be professional•Be interactive•Be respectful•Be creative•Be positive

CRITICAL RESPONSE PLAN•Scenario One: Offensive Facebook post is made from the Emilee Bell page•Action steps:•When the post is noticed, take a screen shot of it and immediately delete it•Emilee is notified and looks at reach of the post•Emilee creates a response post that apologizes to followers• If media or other inquiries arise, Emilee will release statements as needed

•Pre-approved messaging:•None- should be specific to the nature of the post

CRITICAL RESPONSE PLAN•Scenario Two: Allegations of copyright violations or plagiarism on a post arise•Action steps:•Compare and contrast the post from an Emilee Bell page and the competitor’s post in question• Emilee is notified of the situation and presented with any similarities or differences between the two posts• Emilee contacts person or media making allegations and presents them with the research results•An apology and authenticity promise is issued across all platforms•Pre-approved messaging:•Emilee Bell is a professional company that seeks to produce new content daily. Any similarities with other content, either online or in print, is simply coincidental and was in no way intentional. We apologize for any confusion or disruption our post may have caused.

CRITICAL RESPONSE PLAN•Contact Information:•Emilee Bell•elbell@ufl.edu•352-555-5555

MEASUREMENT AND REPORTING RESULTS•Quantitative KPIs:•Reporting period: 1 month•Social Network DataData as of February 20, 2016

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/EmileeLBell 12 10 posts per week

10%

Facebook https://www.facebook.com/Emilee-Bell-1035782356516783/

86 10 posts per week

5%

MEASUREMENT AND REPORTING RESULTS•Results Assessment:•Because the brand was created within the last month, the engagement and activity rates don’t have any previous data to be compared to. However, the numbers found in this initial recording can serve as a positive jumping-off point for future measurements and reports

•Qualitative KPIs:•Sentiment Analysis•After looking into the reactions from various Facebook posts, it was discovered that followers gave positive feedback through comments and likes