table of contents

Page 3: Executive SummaryPage 4: Social Media Audit

Page 7: Social Media Objectives Page 8: Online Brand Persona & Voice

Page 9: Strategies and ToolsPage 10: Timing & Key Dates Page 10: Social Media Roles &

Responsibilities Page 11: Social Media Policy

Page 12: Critical Response PlanPage 13 &14: Measurement & Reporting

Results

executive summary

My main priorities for the 2016/2017 calendar year will be growing my personal brand and online following.

Two major social strategies will support this objective:1. Plan to increase the volume of my content on my social media profiles.2. Encourage conversation about my content, and increase following.

social media auditThe following is an audit of my brands, Taylor Roy, social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Media Assessment:Data as of September 26th, 2016 Social Network URL Follower Count Average Weekly

Activity Average

Engagement Rate

Twitter twitter.com/tayfroy

16 1 posts a week 0.5%

Instagram www.instagram.com/taylorfroy/

762 2 posts a week 5%

Facebook www.facebook.com/taylorfroyuf/

70 3 posts per week 2%Social Media Assessment:At the present time, the highest number of interactions comes from Instagram, which I assume is because of the amount of followers I have. Little to no engagement happens on twitter because I have just begun using this social media channel.

social media auditAudience Demographics Assessment:Data as of September 26th, 2016

Audience Demographics Assessment: There was an overwhelming number of individuals in the 18-34 year group (62%). Facebook and Instagram were the front runners in social media platforms used by individuals. Staying up to date with others lives, and posting about oneself were the main uses of social media.

Age Distribution

Gender Distribution

Primary Social

Network

Secondary Social

Network

Primary Need

Secondary Need

18-24 yrs: 40%

25-34 yrs: 22%

35-44 yrs: 11%

45-54 yrs: 14%

55-65+: 12%

Male: 40%Female: 60%

Facebook: 40%Instagram:

20%Twitter: 20%

Instagram: 40%

Facebook: 20%Twitter: 20%

To see what other peers are doing & document

personal life

Posting exciting

photos & news in ones life

social media auditCompetitor Assessment:

Competitor Name Social Media Profile Strengths Weaknesses

Emily Duncan Instagram: @em_dunc

YouTube: Em DuncFrequent visually

distinct, and branded posts with a lot of

audience interaction.

Little to no audience interaction- comments and questions usually

go unanswered

Marie WoldInstagram:

@mariewoldfitnessCreated her own brand

logo, and interacts with her followers.

Less frequent posting

Nikki BlackketterInstagram:

@nikkiblackketterHuge following base,

and frequent Instagram and YouTube

posts

Less visually appealing posts as the previous

two. Negative comments.

Competitor Assessment: The above analysis focused on 3 major fitness & lifestyle competitors on social media. Each has a strong social media presence on Instagram, and YouTube. Visual content is a major driver of engagement and the use of their own personal brand. Each need to work on audience interaction.

social media objectivesIn 2017, the primary focus of my social media strategy will be to drive more traffic to my Instagram and Facebook. In order to do so, my social media priorities will be growing online following + community by sharing more visually appealing and creative content while creating a deeper relationship with my followers.

Specific objectives include:1. Increase the volume of my followers on my Instagram by 50% in 6 months by

increased posting2. Create YouTube channel, and create visually appealing and creative content by 20173. Increase volume of visual content on Facebook by 40% in 6 months

online brand persona & voice

Adjectives that describe my brand:• Fearless• Fun• Exciting • Driven• Positive• Hard-working

When interacting with followers I am:• Respectful • Friendly• Caring• Positive

strategies and tools

Paid:Every Friday, boost most popular organic Facebook posts for the weekend. My post must have a minimum of 75 post reach and at least 3 to 5 likes. Owned:Post at least 3 times per week on Instagram, and reach out/reply to at least 10 comments. Make sure brand logo is along all streams of social media to create a streamline look for my brand.

Tools:• Hootsuite • Medium

Existing Subscriptions:• Creative Cloud

(InDesign, Photoshop, etc.)

Continue to monitor my competitors and bounce off their ideas. Study Instagram's, Facebooks, and YouTube to see what others are doing.

timing and key dates

Key Dates:• May, 1st (the Pardoma’s

Birthday)• July 5th (Gymshark’s Birthday)

social media roles & responsibilitiesSocial Media Manager:

Taylor Roy

social media policySocial media is a major part in our daily lives. You, as well as I use it to spread messages, interact with individuals, and to share our own personal lives. As my own personal spokesperson and representative of myself, I am dedicated to demonstrating the best etiquette in my use of social media by following these guidelines:• Above all, be respectful • Hold yourself at the highest standard • Be polite, even when someone is not being respectful • Be a solution, not the problem• Do not bad mouth the competition • Be excited about the brand, and spread the word • Ask before you post, if you’re unsure…elcit a second opinion

I am committed to being a positive influence on all of my social media channels. Your personal brand is your most important attribute, and you must treat it that way. I am

dedicated to bringing positivity to every one of my followers, not engaging in controversial conversations, and always being respectful.

critical response planScenario 1: Inappropriate comments on social media post:Action plan:• Ignore comments • If comments get out of hand, report and block individual • Above all, absolutely DO NOT engage in the controversial conversation

Scenario 1: Inappropriate comments about ME on social media post:Action plan:• Ignore comments • If comments get out of hand, report and block individual • Develop follow up post to combat negative or false post

NO PRE-APPROVED POST:The follow up post will depend on the nature of the inappropriate comments made about me on social media.

measurement & reporting results

Website Traffic Sources Assessment:Timeframe: September 18th – September 27th

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 207 visits 11% 22%

Instagram 150 visits 15% 22.5%

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Instagram www.instagram.com/taylorfroy/

762 3 posts per week+100% increase

6%

Facebook www.facebook.com/taylorfroyuf/

70 10 posts per week+100% increase

2%

Social Network Data: Timeframe: September 18th – September 27th

measurement & reporting results

Future actions:• Continue to grow my Instagram & Facebook following organically • Create personal #hashtag to promote • Brainstorm video ideas for YouTube channel • Launch YouTube channel by August 2017