2. TABLE OF CONTENTS
➤ Executive Summary
➤ Social Media Audit
➤ Social Media Assessment
➤ Web Traffic Sources Assessment
➤ Audience Demographic Assessment
➤ Competitor Assessment
➤ Social Media Objectives
➤ Online Brand Person + Voice
➤ Strategies + Tools
➤ Timing & Key Dates
➤ Social Media Roles & Responsibilities
➤ Social Media Policy
➤ Critical Response Plan
➤ Measurements & Reporting
3. “ColourPop was born, raised and made with love in the City of Angels. Founded in 2014
by Seed Beauty, we pride ourselves on being wallet friendly and bunny approved. We test
our products in the nicest way possible, leaving fur babies to be fur babies and
experimenting on people instead. Trends come and go, so its super important to us that
you can keep up without breaking the bank. Our luxury formulas are priced for
experimentation. We’re dedicated to creating the best possible products in every shade
imaginable for our loyal ColourPoppers & ColourPopettes.”
4. EXECUTIVE SUMMARY
➤ Our major social media priorities for 2017
will be growing our online following and
community.
➤ The primary focus will be to support new
and improved revenue goals by increasing
traffic to each of our social media platforms
by increasing brand recognition and sharing
and creating more engaging content and
building deeper relationships with our
customers.
➤ Social Media Strategies:
➤ Increase the quality of content
➤ Form deeper relationships
➤ Focus on the customers needs
➤ Build a greater following on our
platforms
5. SOCIAL MEDIA ASSESMENT
The following is an audit of ColourPop Cosmetics Co. social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics and a competitor analysis.
Social Network URL Followers Average Weekly Activity
Average Engagement
Rate
Facebook
https://www.facebook.com/
ColourPopCosmetics/
1.8 million 49 posts 22%
Instagram
https://
www.instagram.com/
colourpopcosmetics/
5.1 million 30 posts 38%
Twitter
https://twitter.com/
ColourPopCo
701,000+ 250 tweets 20%
YouTube
https://www.youtube.com/
user/colourpopcosmetics
81,700+ 16k views weekly 24%
Assessment Summary: Currently the highest number of interactions per post are on Instagram. The least number of interactions
are on YouTube. However, I do not recommend closing that channel, because it is an important network to have. In turn, we
should start posting more frequently on it; 3-4 posts every week. Main focus is to engage more on Instagram Facebook and
Twitter.
Timeframe: September 1
6. WEBSITE TRAFFIC SOURCES ASSESSMENT
.
Source Volume
Percentage of Overall
Traffic
Conversion Rate
Facebook 3500 unique visitors 35.7% 9%
Instagram 15,000 unique visitors 42% 20%
Twitter 3,000 unique visitors 26% 6%
YouTube 900 unique visitors 19% 2%
Assessment Summary: Currently, Instagram is the biggest
driver to our website. As a result, it has the highest
conversation rate. Facebook and Twitter do lead traffic but the
biggest lead is Instagram.
Timeframe: September 1-October 1
7. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
18-25 45% 80% Female/20%Male Instagram 45% Facebook 45%
Buying products
that they want to
try out
Friend or family
member has mentioned
the brand so they are
looking to try i t
26-45 35% Facebook 30% Instagram 35%
45+ 20%
Twitter 15% /
YouTube10%
Twitter 20%
Assessment Summary: I can conclude that the majority of our audience is from the ages 18-45,
and their core social media sites are Instagram and Facebook.We should dedicate our energies to
further develop content and encouragement on all platforms.
8. COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
Anastasia Beverly Hills
Instagram:
@anastasiabeverlyhills
➤ 14.6m followers
➤ Posts average of 12 posts per day
➤ Submissions: new products,
submissions from followers, video
tutorials on page, video tutorials on
Instagram story
➤ Giveaways
➤ Main focus is brows
Urban Decay Cosmetics
Instagram:
@urbandecaycosmetics
➤ 8.9m followers
➤ 60K likes per post
➤ 5 posts per day
➤ Content includes: inspirational
quotes + pics, follower
submissions
➤ Not enough tutorials
Smashbox Cosmetics
Instagram:
@smashboxcosmetics
➤ 3.5m followers
➤ Themes are consistent
➤ 30k likes per post
➤ Not enough followers submissions
➤ Not enough tutorials
➤ Posts 3x a day
➤ No inspirational quotes
Nyx Cosmetics Instagram:@nyxcosmetics
➤ 11.8m followers
➤ Affordable products
➤ Attention grabbing color
scheme theme
➤ In Store Events
➤ 3 posts per day
Assessment Summary: I picked these competitors because they are big brand names that are competing with us and they all have a
strong presence in social media platforms. Each competitor uses high visual content to promote their content which makes them
successful. The most important aspect is to gain followers by posting creative content.
9. SOCIAL MEDIA OBJECTIVES
The primary focus of our social media strategy will be
to drive more traffic to our website via our social media
outlets. Our social media will grow by sharing relevant
content, engaging with our influences and building
relationships with our customers.
Specific Objectives:
➤ Brand awareness through the use of hashtags and
campaigns from our social media outlets
➤ Increased brand awareness through mentions on
Twitter and Facebook
➤ Increase Instagram followers by 20% on our social
media outlets
➤ Collaborating with 8 or more influential beauty
bloggers with a huge fan base
➤ Improve traffic by 30% on our website by creating
quick tutorials of our products
➤ Reposting content from our Followers/Subscribers
KPIs
1. Number of unique visitors
2. Number of Instagram, Facebook,
Twitter followers
3. Number of Subscribers on Youtube
4. Number of likes comments
retweets
5. Sentiment Analysis
Key Messages
1. Express Yourself
2. Be relatable and
inspirational
11. ONLINE BRAND VOICE
Voice Characteristics Description Examples
Relatable
A voice that everybody can listen to, learn
from and make connections.
Engage with audience. Show that
the brand is approachable.
Empowering Help build individual confidence
Show what it means to be proud and
unstoppable
Colourful
The brand means expressing yourself with
your favorite colors
The amount of incredible shades the
brand offers
Confident
The tone of colors should make you feel
comfortable and fun
Encourage people to be comfortable in
their own skin
Inspirational
A tone that brings positive and unique influence to
all women and men
Help provide trends that have never been
introduced
Delightful
The brand itself brings attention from all
the cute banners
The creativity of the brand
Positive
The brand brings positivity to anyone looking
for a change in their appearance
Feedback to all customer questions
or concerns
13. PERSONA
Personas with needs that ColourPop
can satisfy
Personas with enough money to afford
ColourPop products
Personas interested in learning more
about ColourPop’s products
Persona 1: The Beauty Blogger:
Consistently looking to try out new
products. Maintain her loyal online
following. Promote.
Persona 2: The Celebrity: Position as a
trendsetter and icon Promote and make
money. Posts that match their personal
brand.
Primary Target Audience
Persona 3: The Trend Setter:
Always looking to try new
products. Always makes a statement
with what they wear.
Persona 4: Status Seeker: Has to be
wearing a quality product. Buys make
up to be seen and look good
Primary Target Audience
Persona 1: Young
Business Woman: really needs
high quality, subtle products to look
professional Look good to promote
herself in interviews and career
opportunities. Persona 2: The College
Student: Take risks and have fun with
makeup on the weekends. To always look
professional, but maintain her personal
sense of style
Secondary Target
Audience
14. STRATEGIES + TOOLS
Strategies to Will Support Our Social Media Objectives
Paid: 1. Every Saturday sponsor/boost most popular posts on Instagram. The post must have a minimum organic reach of 17,000
likes and a minimum of 150 comments.
2. Every first and last Sunday, we will sponsor an iconic celebrity with more than 2 million followers to post about our product.
Owned: Introduce the use of the #ColourPopMe to all social media outlets. This is a hashtag campaign that is used to empower
ColourPop users to express themselves in a beautiful way everyday not just for special occasions. ColourPop is an organization
that stands by men and women. This hashtag campaign will be focused on all social media outlets such as Instagram, Youtube,
Facebook and Twitter. Using the #ColourPopMe gives them entry into a contest where selected winner will be featured on
ColourPop social platforms and win ColourPop goodies.
Users who post the most creative picture using ColourPop products will also win the chance to visit ColourPop headquarters and
take home a bundle of ColourPop goodies.
Earned: Partner with 8 influential bloggers that use our products regularly on YouTube and Instagram and develop and influential
relationship. The bloggers will share a wide range of products that are given to them and the content will be reposted on our
social platforms.
Tools:
Approved: Hootsuite, Buffer
Rejected: N/A
Existing subscriptions: Photoshop, Vimeo
15. TIMING & KEY DATES
➤ Valentine’s Day
➤ Christmas/Hannukah
➤ Black Friday
➤ Halloween
➤ BeautyCon
➤ Labor Day
➤ Cyber Monday
➤ Coachella
Reporting Dates: Precise Dates TBA.
Internal Events
➤ Sephora In Store Launch— November 2017
➤ ColourPop Birthday Party
➤ Online Events
➤ Restocks
➤ Release Dates
➤ Collaboration Events
➤ Hello Kitty X ColourPop
➤ Alexis Ren X ColourPop
➤ Kaurreche X ColourPop
➤ My Little Pony X ColourPop
➤ Kathleen Lights X ColourPop
16. SOCIAL MEDIA ROLES & RESPONSIBILITIES
Marketing Director: Jordynn Wyn
Responsibilities:
➤Work closely and collaborate with the Founders and act as a leader to implement vision for the brand
➤In collaboration with the Founders and CMO, drive implementation of the brand positioning, brand messaging, content development and work closely with the design/
graphics team to effectively position and build the brand
➤Participate in ideation process, develop and execute brand-marketing initiatives including new product launches, PR and advertising, product packaging and all brand
marketing communications for the product line.
➤Lead efforts in market research and customer insights, leveraging data for strategic brand direction.
➤Accountable for meeting and exceeding revenue targets.
Social Media Manager: Sharon Pak
Responsibilities:
➤ Understand our competitors and how they’re using social media. Implement those strategies as appropriate.
➤ Provide regular reporting to executive team on brand performance, strategy and initiatives
➤ Perform regular audits of ColourPop’s entire social media presence to ensure the company is using every account as strategically as possible.
➤ Maintain each brand identity and consistency to build brand awareness.
Social Media Coordinator: Brittney Juge
Responsibilities:
➤ Own the social media marketing efforts for ColourPop. This will include building and engaging with customers and fans on Instagram, Facebook, Pinterest , etc.
➤ Work closely with the CMO/President to help drive the creation of social media strategies and execute campaigns.
➤ Define audience growth goals and create the roadmap to achieve those goals.
➤ Understand our competitors and how they’re using social media. Implement those strategies as appropriate.
➤ Own all social analytics. Analyze audience behavior on ColourPop’s social platforms in order to see and share trends to ma.
➤ Create engaging reports to track progress and present data.
17. SOCIAL MEDIA POLICY
At ColourPop, we believe in open
communication, and all employees are
encouraged to tell the world about their
work and passions. Social platforms are
steadily increasing, and we understand the
importance of proper social media use. As a
ColourPop employee, you are expected to
behave in the most respectful manner and
demonstrate proper practice, as well as
etiquette in your use of social platforms.
Any violations of the social media policy
may result in corrective action, up to, and
including, termination. You may also be
subject to legal action, including criminal
prosecution. The company also reserves
the right to take any further action it
believes is appropriate. Please address any
questions or concerns to your Manager or
anyone on the HR team.
Guidelines:
Be truthful, Be helpful, Use good
judgement, Be respectful to anyone and
everyone, Don’t give in to conflict, Don’t
slang competition, Don’t discuss legal
matters
18. CRITICAL RESPONSE PLAN
➤ Scenario 1 — Inappropriate tweet sent from @ColourPopCosmetics
1. When tweet is detected
➤ Take screenshot
➤ Delete tweet
➤ Alert Social Media Manager Sharon Pak or Social Media Coordinator Brittney Juge
2. Sharon and Brittney to discuss impact and evaluate further
3. Develop appropriate follow up tweet.
4. If media has picked the tweet. Brittney will manage all contact.
5. Sharon and Brittney to sync with employee responsible for publishing tweet to see if
disciplinary action is required.
Pre-approved Messaging: Messaging will depend on the nature of the tweet. Sharon
and Brittney will discuss proper messaging on a case-by-case basis.
19. CRITICAL RESPONSE PLAN
➤ Scenario 2 — Instance of customer complaint of receiving a damaged item or incorrect
item via Twitter
➤ Once Tweet is detected, screenshot it.
1. Contact Social Media Manager and Social Media Coordinator and evaluate the incident
2. Offer consolidations to producer of the complaint
3. Publish follow-up tweet ensuring all customers that the problem will be looked into
and taken care of so no other customers have the same problem
Pre-approved messaging:
Twitter: @____ We are so sorry to hear that! Please DM us so we can help with that right
away.
Follow up on Twitter: We are currently looking into all customers who received the same
issue and looking forward to accommodating them as quickly as possible.
21. Social Network URL Follower Count
Average Weekly
Activity
Average
Engagement Rate
Facebook
https://
www.facebook.com/
ColourPopCosmetics/
1.8 mil+13%
growth
49 posts+40%
increase
30%
Instagram
https://
www.instagram.com/
colourpopcosmetics/
5.1 mil+30%
growth
30 posts+70%
increase
45%
Twitter
https://twitter.com/
ColourPopCo
701k+15% growth
250 tweets+30%
increase
25%
YouTube
https://
www.youtube.com/
user/
colourpopcosmetics
81.7k +10%
growth
16k views
weekly+30%
increase
29%
Social Network Data
Social Network Data Summary: Our Instagram, Twitter and Facebook have the most mentions and
increase which is on par with our strategy. The average interactions of our posts have increased
tremendously.
22. #COLOURPOPME PERFORMANCE
➤ Between September 2017 and October 2017, the hashtag was
mentioned 30,000 times combined in all of our social platforms.
➤ Most posts with the hashtag
yielded higher average
number of comment
interactions, with users
tagging their friends.
KPIs
An analysis of the interactions of 1000 posts from
Instagram, Facebook and Twitter revealed the
following:
1. An abundance of positive posts from customers of
their lipsticks, highlighters, palettes and reasons
why they chose ColourPop over competitors
2. Negative comments mostly revolved around the
product not satisfying their qualifications
23. Proposed Action Items
➤ Continue #ColourPopMe campaign
➤ Increase content publishing on Twitter, Facebook, YouTube and Instagram
➤ Continue our empowering company to promote positivity and inspiration
