EXECUTIVE SUMMARY

•  My main goal for Positively Kendaline during Fall 2016 is to grow a social media following on the brand’s Facebook page other social media accounts.

•  The focus will be on creating more engaging content, building long-term mutually beneficial relationships with followers, and monitoring activity throughout the semester.

Two major social strategies will support this objective:

1.) A plan to increase the amount of posts, status updates, and visual content shared to the Positively Kendaline Facebook page.

2.) Encourage conversations via Facebook Live and Medium blog posts.

SOCIAL MEDIA AUDIT (AS OF 9.2.16)

INCLUDES: SOCIAL MEDIA ASSESSMENT, WEBSITE SOURCES TRAFFIC ASSESSMENT, AUDIENCE

DEMOGRAPHICS & COMPETITOR ASSESSMENT

SOCIAL MEDIA ASSESSMENT: Social Network URL Follower Count Average Weekly

Activities Average Engagement Rate

Facebook Facebook.com/PositivelyKendaline

106 8 posts/ week 70%

Twitter Twitter.com/PositivelyKendaline

40 10 posts/ week 18%

Instagram Instagram.com/PositivelyKendaline

60 5 posts/ week 25%

Snapchat @PositivelyKendaline

25 6 posts/ week 12%

Summary: As of 9/2/16 the highest number of interactions per posts occurs on Facebook and the lowest number of interactions is on Twitter. During the semester, the Positively Kendaline brand efforts will be focused more on Twitter and Snapchat and increasing the engagement on those platforms.

WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 21 Unique visits 18% ?

Twitter 7 unique visits 17.5% ?

Instagram NO DATA NO DATA NO DATA

Snapchat NO DATA NO DATA NO DATA

Summary: As of 9/2/16 Facebook is the number one source of traffic on the Positively Kendaline website. Although there is no traffic data on Instagram and Snapchat, many social interactions occur on these platforms including liking, commenting, screenshotting, completing snapchat stories and unique views.

AUDIENCE DEMOGRAPHICS ASSESSMENT

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

60% 18-30 70% Female 60% Facebook

40% Twitter Wanting to see something positive and encouraging on their newsfeed

Being curious and trying to motivate themselves to be productive

30% 31-50 30% Male 30% Instagram

7% 51-60 45% Snapchat

3% 60-70

Summary: Majority of the people interacting with Positively Kendaline are ages 18-30 and are female. Positively Kendaline’s most popular social media platform is Facebook with 60% interaction, 70% of which are females. Twitter is the least popular because we just launched the Twitter account in the beginning of the month. Things that motivate the visitors are: positive attitudes, curiosity, optimistic and open-minded thinking, and passion for adventure.

COMPETITOR ASSESSMENT

Competitor Name Social Media Profile

Strengths Weaknesses

Positivity Page The Positivity Page (a blog)

Focuses on positive content, quotes, and pictures to encourage others to live an optimistic life

Only available on a blog and not other social media sites like Facebook and Snapchat

Lessons Learned in Life

FB: Lessons Learned in Life

Content is focused on teaching others to take each mistake and turn it into a lesson to learn from, and to stay positive.

Content may not be relatable to everyone, so could deter people from wanting to come back to the site.

Deep Life Quotes FB: Deep Life Quotes

Focuses on sharing inspirational quotes for each day of the week. Good for quick and happy content on people’s newsfeeds.

Not all quotes are relatable, people might rather see visual content instead of just words.

Summary: These are Positively Kendaline’s three main competitors. They all have high engagement percentages and all focus on creating a happy, positive environment like my brand does, making them big competitors. Areas where competition has rom for improvement is in the variety of their content. That’s where Positively Kendaline has a competitive advantage because my content includes visuals, quotes, statuses, lessons and videos.

SOCIAL MEDIA OBJECTIVES

In Fall 2016 the goal is to gain followers to the brand’s website through the use of engaging, positive, and diverse content on all social platforms. In order to do this I will be increasing the amount of content posted on the social media platforms: Facebook, Instagram, Twitter and Snapchat, with a special focus on Snapchat and Twitter because those are the two least popular sites and they need more attention.

Some specific objectives include:

1.  Increase visits to Positively Kendaline’s page by 15% by the end of 6 months by: 1.  Promote brand using unique hashtags on all cites 2.  Be more personal with audience through Sncapchat stories and Facebook Live

2. Increase number of Twitter followers by 10% by the end of 2 months

3. Increase the number of Snapchat followers by 5% by the end of 2 months

4. Increase the engagement percentage on Facebook by 15% in 4 months

OBJECTIVES CONT…

KPI’s:

1.  Number of unique visitors to Facebook and Twitter

2.  Number of followers on Instagram and Snapchat

3.  Number of weekly photos, videos and Facebook Live chats posted per week on Facebook, Instagram and Snapchat

Key Supporting Messages:

Start & End Your Day In A Positive Way

A Breath of Fresh Content

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe my brand:

•  Positive

•  Inspirational

•  Motivating

•  Refreshing

•  Lively

•  Adventure-based

When interacting with customers I am: •  Encouraging •  Optimistic •  Friendly •  Open-minded

STRATEGIES AND TOOLS Paid: Every other Friday boost most popular organic content for the weekend. The

post must have an organic reach of 65 as well as a minimum of 7 likes and 2 comments.

Owned: Introduce the use of #SmileSaturdays to go along with Instagram and Twitter posts on the weekend to encourage people to stay positive toward the end of the week. Also document my daily activities every other day via Snapchat and post a video saying hello to my followers to be more personal with them and asking them to follow my social media accounts/ hop over to my website.

Earned: Monitor Twitter for keywords related to my brand like positivity, positive vibes, smile, daily motivation, thinking outside the box to stay up to date with content/ popular trends. Partner with three “mindfulness instructors” (yoga teachers, therapists etc) to provide 5 coupons to lessons/ sessions that month. Create Facebook Live series featuring one of the opinion leaders listed above to promote the coupons/ incentive.

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

-Photoshop

KEY DATES AND TIMING

Holiday Dates:

-Thanksgiving (promotes thankfulness/ family)

-Valentines Day (promotes love)

-Halloween (promotes open-minded thinking by dressing up as something different)

Internal Events:

-Motivation March (March 3-21) where the Mindfulness and Yoga instructors will be present on college campuses in Florida to promote open-minded thinking/ relaxation. (during midterm week)

-November 7-14 advertise positive thinking and “giving thanks” around the community and have everyone write what they’re thankful for that day on a poster in chalk

Reporting dates:

-November, March and May

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Marketing Director- Mika Gonzalez (oversees all marketing related activity)

Social Media Manager- Alexis Allen (moderates responses on all platforms)

Social Media Coordinator- Leann Garcia (monitors social media schedule/

times)

Supporting Social Media Team Members:

Madison Wallace (advertising support)

Sheaffer Williams (customer service)

SOCIAL MEDIA POLICY

Social media is a large part of my daily life. At Positively Kendaline I strive to create positive page that people can visit when they need to smile and feel refreshed after a long day. My page is focused on fostering open-minded thinking and encouraging others to explore life outside of their comfort zone. Some Positively Kendaline guidelines include:

-only share positive content

-content must not be biased to one specific type of person

-content must include a call to action in order to motivate people

-treat others the way you’d like to be treated

-encourage visitors to speak their mind and welcome all opinions as long as they don’t put anyone down/make anyone feel bad in the process

-questions and comments are always encouraged

-all communication is audience driven

CRITICAL RESPONSE PLAN

Scenario 1:

Someone comments something negative while I am recording a Facebook Live video, prompting others involved with the live event to become offended.

Action plan:

1.  Take a screenshot for records

2.  Delete the comment

3.  Mention there are to be no negative comments under any circumstances

4.  Contact Alexis as soon as Facebook Live is over, to further discuss a plan

5.  If other viewers have commented/ are mentioning the negative comment, Alexis to mange direct contact with those individuals

6.  Sheaffer to manage any further visitor contact/ social interactions

Pre-approved Message: (comment in conversation)

“This is a reminder that not under any circumstances are there to be any negative comments on Positively Kendaline. All negative comments will be deleted immediately and further negative action will prompt you to be removed from the page.”

Scenario 2: Someone becomes offended by an article that is posted

Action plan:

1.  Coordinate with Sheaffer for direct contact with said individual

2.  Interact with Alexis to manage any content that might need to be taken down

3.  Alexis to evaluate what can be done in the future to prevent offensive posts/ article links

4.  Alexis to review audience psychographics to further understand perceptions of audience/ visitors/ followers

Pre-approved Messaging: (direct message)

“Hi ______, I understand x content that was posted recently has upset you. Positively Kendaline would like to personally reach out and give you this survey so we can better improve our posts in the future.”

MEASUREMENT AND REPORTING RESULTS

Source Volume % of Overall Traffic

Conversion Rate

Facebook 30 unique visits (increased by 7 visits)

23% 5.2%

Twitter 10 unique visits (increased by 3 visits)

21% 2.3%

MEASUREMENT CONT…

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Facebook Facebook.com/PositivelyKendaline

200 10 posts/week 73

Twitter Twitter.com/positivelykendaline

70 13 posts/week 21

Instagram Instagram.com/positivelykenadline

100 7 posts/ week 33

Snapchat @PositivelyKendaline

47 10 posts/week 15

There has been a significant increase in Facebook and Twitter followers and the amount of engagement in Snapchat has increased less than I expected, but it is difficult to track the analytics, so I will have Leann look into this further.

MEASUREMENT CONT…

Quantitative KPIs:

-Amount and type of of interactions and engagements to the content posted on all sites: Facebook, Instagram, Twitter and Snapchat

The March Motivation hashtag was successful on three out of four platforms: Facebook, Twitter and Instagram and as a result I will continue this hashtag in the future

Future actions:

-implementation of more hashtags to gain awareness

-post more Facebook Live videos, as they are becoming more trendy

HAVE A GREAT DAY!