TABLE OF CONTENTS

1. Executive Summary

2. Social Media Audit a. Social Media Assessment,

b. Traffic Sources Assessment,

c. Customer Demographics Assessment

d. Competitor Assessment

Social Media Objectives

3. Online Brand Persona and Voice

4. Strategies and Tools

5. Timing and Key Dates

6. Social Media Roles and Responsibilities

7. Social Media Policy

8. Critical Response Plan

9. Measurement and Reporting Results,

Executive Summary:

Our main goal is to build our online community. We want to build meaningful relationships with our supporters and gain their trust, we want to have a strong influence in their everyday life.

1. Increase engaging content.2. Use platforms to engage with our audience.

SM Audit: The following is an audit of Joey Beiro’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate#interactions / reach

Twitter twitter.com/ joeybeiro

99 8 posts per week 2.5%

Facebook facebook.com/ Joeybeiro

5 5 posts per week 3%

Instagram instagram.com/ joeybeiro

299 3 posts per week Average interactions per post = 57

LinkedIn linkedin.com/ joeybeiro

61 1 post per month 0%

Website Traffic Sources Assessment Timeframe: Monthly average, October 2015 to December 2015

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 10 unique visits 5% 2%

Facebook 3 unique visits 2% 0%

Instagram NO DATA NO DATA NO DATA

LinkedIn 30 unique visits 0.5% 0%

Traffic Summary:At this time, Twitter is the biggest driver of traffic to our website. Facebook is close behind but because we could not measure Instagram there is no data. But we do have a large amount of traffic through instagram.

Audience Demographics Assessment:

Survey distributed in June/July via email and upon visitor registration. Total applicant responses: 1,500

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

55% 18 - 30

30% 31 - 40

10% 41 - 55

5% 56 - 80

37% Female

63% Male

40% Female

60% Male

45% Facebook

30% Instagram

25% Twitter

40% Instagram

20% Facebook

20% Twitter

Thought provoking and engaging content.

Being introduced to new things.

Audience Demographics Summary:An overwhelming number of survey Reponses were from the ages of 18-30 age group. Facebook and Instagram were close to the top of used social media platforms. The primary visits for most followers were for thought provoking and engaging content and being introduced to new things.

Competitor Name

Social Media Profile

Strengths Weaknesses

Jaime Derringer @DesignMilk Great design posts, inspiring, post frequently, high quality photographs, built a huge following

Do not answer any questions, don’t interact with followers, do not credit photographs or depict who’s work is being featured.

Ian Connor @ianconnorsrevenge Posts with influencers, has become known in the fashion community, post frequently

Rude, not professional, doesn’t handle himself as a brand, cocky, takes personal messages with followers and posts them to IG ot Twitter.

Joseph Pita @jopita Post frequently, has a No interactions w/ followers

Following, engaging pics only responds to friends.

Competitor Assessment Summary:

High quality, engaging and stimulating content is what these three accounts all have in common. Areas where they need to improve is communicating with followers, appreciating the support each person gives the account holder.

SOCIAL MEDIA OBJECTIVES

In 2016, the primary focus of our social media strategy will be to create interesting content and drive more traffic to our website from our social channels. In order to do so, our social media priorities will be growing online following + community by sharing more engaging, relevant content and building deeper relationships with our customers.

Some specific objectives include: 1. Increase unique visitors from social properties to website by 20% in 4 months via: a. Increased

brand awareness through increased mentions on Twitter and likes and features on Instagram.

2. Increased use of brand hashtags across all social platforms

3. Reach influencers that will support and collaborate with our brand.4. Increase Instagram followers by 3000 in 6 months. 5. Increase volume of visual content published on Facebook and Instagram channels by 50% in 6

months.

ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand:

Minimalistic Clean & sharp Cohesive Thought Provoking

When interacting with customers we are:

Encouraging Appreciative Friendly

STRATEGIES AND Tools

Paid:

Every Friday boost most popular organic Facebook posts for the weekend. The post must have a minimum organic

reach of 75, as well as a minimum of 5 likes or 3 comments.

Owned:

Introduce the use of #GOODFRIDAYS to company Instagram posts. Encourage adoption by customers and source

a minimum of 1 piece of user-generated content per week to regram/shout out. Promote hashtag across all social

properties, email newsletters as well as printed promotional material.

When customers arrive for registration mention the hashtag and encourage them to use it if they plan on taking

photos of their interpretation of good designs.

This already is a hashtag that trends when ever the artist Kanye West releases new music, so we will integrate our post with supporters of Kanye West the fashion designer, musician, celebrity.

Earned:

Monitor Twitter for keywords and terms: fashion, design, aesthetic, expression. Extend

20 shout out opportunities to warm leads/prospects over the course of 3 months = unexpected delight.

Partner with 5 fashion/designers/graphic artists and develop an influencer/advocate relationship. Co-develop a 5 piece content series

Tools

Approved Tools

Hootsuite Klout Buffer Rebelmouse

Rejected Tools

N/A

Existing Subscriptions/Licenses

Vimeo Photoshop/ Illustrator

TIMING AND KEY DATES Holiday Dates

Christmas

Paris Fashion Week

New York Fashion Week

Valentines Day

Labour Day (Long Weekend)

Internal Events

February 12th – Fashion Week’s Best

Reporting Dates

Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES Social Media Director- Jose Beiro Social Media Manager- Jose Beiro Social Media Coordinator- Jose Beiro

SOCIAL MEDIA POLICY Be respectful to all Use common sense Stay out of trouble (don’t start a fight or post something that’s illegal) Be polite, not rude or insensitive Be the solution, not the problem Be nice to strangers Act helpful to customers Don’t slag the competition Excited about a company event or campaign? Feel free to spread the word to your

networks. Not sure if your social message is up to par? Ask before you tweet - we’re here for you.

Joey Beiro is serious about the use of social media by our employees. By violating the guidelines of Joey Beiro’s social policy the company may take corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. If any employee has any questions or doubt about the guidelines please, be safe, and contact Joey Beiro.

CRITICAL RESPONSE PLAN

Scenario 1 - Inappropriate Tweet Sent from @JoeyBeiro

Action Plan

1. When Tweet is detected: Take screenshot (on Mac press: Command+Shift+ 3) Delete Tweet Alert Joey Beiro (Social Media Manager). If Joey Beiro is unavailable, keep trying.

2.Draft a timely and appropriate response for you and Joey Beiro to respond.3. Joey Beiro will handle the problem if Twitter picks up the situation.4. Joey Beiro will determine if disciplinary action will be required.

MEASUREMENT AND REPORTING Quantitative KPIs

Reporting Period: 3 months Data as of February 1, 2015

Website Traffic Sources Assessment Timeframe: Monthly average, November 2014 to January 2014

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 60 unique visits + 40% growth

15% 4%

Facebook 30 unique visits +10% growths

9% 1.5%

LinkedIn 100 unique visits +5% growth

3% .02%

Social Network Data Timeframe: as of February 1, 2015

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Twitter twitter.com/ Joeybeiro

138 +40% growth

20 posts per week +13% increase

7%

Facebook facebook.com/ Joeybeiro

30 +25% growth 9 posts per week +300% increase

6%

Instagram instagram.com/ 329 +10% 6 posts per average

Joeybeiro growth week +300% increase

interactions per post = 550

LinkedIn linkedin.com/ Joeybeiro

100 +10% growth

1 post per month no change

1.5%

Our Instagram following has grown by 30 in 3 months, on track to hit the target of 360 followers in a 6 month timeframe. It’s important to note that the average interactions per post have increased by 162% from 57 to 550.

With the introduction of #GOODFRIDAY we have increased our follower engagement, shout outs, likes and follows. This introduction will be carried to twitter as well to see if we get the same response as we did on Instagram.

We elected to keep LinkedIn open to serve the upcoming Spring/Summer hiring season. A greater focus on developing company culture-centered content for this channel should be considered. We want to give opertunities to you social media managers, directors and coordinators. We have made an internship program for this specific reason through LinkedIn.

Qualitative KPIs Sentiment Analysis

An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:

An abundance of positive engagement from followers on our content. This includes shout outs, sharing photos and the use of #GOODFRIDAY in their posts.

the biggest driver of negative sentiment is posting more variety of art forms. Customers express frustration about heavy fashion posts.