This document outlines the social media strategy for LIV Athletic for 2017. The key objectives are to increase the client base by targeting men and women ages 25-45 and sharing more inviting content. The strategy includes conducting social media audits of their accounts and competitors, setting objectives for follower growth and engagement, developing brand voice guidelines, and identifying paid, owned and earned strategies. It also establishes roles and responsibilities, policies, and plans for reporting and responding to issues. The overall goal is to drive more people into the business through an improved social media presence.

1. 10/8/17
Erin Moynihan

2. Table of Contents
• 1 – Cover Page
• 2 – Table of Contents
• 3 – Executive Summary
• 4 – Social Media Audit 1
• 5 – Social Media Audit 2
• 6 – Social Media Objectives 1
• 7 – Social Media Objectives 2
• 8 – Online Brand Persona Voice
• 9 – Strategy and Tools 1
• 10 – Strategy and Tools 2
• 11 – Strategy and Tools 3
• 12 – Strategy and Tools 4
• 13 – Timing and Key Dates
• 14 – Social Media Roles and Responsibilities
• 15 – Social Media Policy
• 16 – Critical Response Plan
• 17 – Measurement and Reposting Results

3. Executive Summary
• Our major social media priority for 2017 will
be increasing our client base. Our target
market is men and women ages 25-45.
• The primary focus will be to get more people
in the door by sharing more inviting and
relatable content.

4. Social Media Audit 1
• Facebook
– 2,961 followers
– Average 400 views
• Instagram
(@livathleticgville)
– 833 followers
– Average 125 views
• Traffic sources
– Facebook ads
– Common friends on
Facebook
– Word of Mouth

5. Social Media Audit 2
• Competitors
– B3 CrossFit
– Dynasty CrossFit
– Go Primal
– Visionary CrossFit
– The Ark
– CrossFit 352
• Audience Demographics
– Men and women ages
25-45
– Reason to use the brand:
self improvement/health
– Most used account:
Facebook

6. Social Media Objectives
• Each month we would like to have increased our into
rates to 12 new people a month. Meaning that 12
people have responded to our posts or reached out to
us and set up and intro for themselves.
• We aim to increase our Instagram followers to 1000 by
the end of 6 months.
• We aim to increase the engagement on the posts to
500 views per post by the end of 6 months.
• We will aim to put out content that is more likely to be
shared. We are aiming for 3 shares per post by the end
of 6 months.

7. Social Media Objectives
• We will post to Facebook at least once a day.
• We will post to Instagram 4 times a week.
Key Messages
• Live Active and Socially Connected
• Each journey is unique.

8. Online Brand Persona Voice
• Adjectives that describe
our brand:
– Healthy
– Welcoming
– Social
– Fit
• When interacting with
clients we are:
– Humble
– Positive
– Friendly

9. Strategies and Tools
Paid
• Every Sunday night boost organic posts
– Organic posts must have reach of 500 and 3
shares

10. Strategies and Tools
Owned
• Introduce the use of #LivDifference in
everything LIV Athletic sends out or posts.
• Have all coaches repost the Athlete Spotlight
once a month.
• All coaches will participate in a social media
challenge once a week to promote
engagement with clients.

11. Strategies and Tools
Earned
• 6 week Challenge.
– This is open to anybody looking to improve their
health and fitness. Offer a money back guarantee
if they successfully complete all steps of the
challenge, which includes a social media
requirement of them as well.
• Tools
– Hootsuite, Regram

12. Strategies and Tools

13. Timing and Key Dates
Timing
• Reporting will occur once a quarter in January,
April, July, October.
Key Dates
• January 1st (New Year – New You)
• March 20th (first day of Spring)
• June 21st (first day of summer)
• October 1st (beginning of the holiday season

14. Social Media Roles and Responsibilities
• Marketing Director – Chris Thorndike
– Outlines the concept we want to convey
• Social Media Manager – Stephanie McCarthy
– Creates content
• Social Media Coordinator – Emily O’Hearn
– Executes content with timing
• Supporting Social Media Team Members
– Promote LIV Athletic and engage with clients
• Nick Drago
• Stefan Guire
• Carter Moore
• Erin Moynihan

15. Social Media Policy
Social media is a big part of how LIV Athletic promotes itself and
promotes it’s athletes. As an employee and representative of LIV
Athletic you are expected to hold to the LIV Athletic standard. Follow
these guidelines to help you on social:
• Be humble
• Remember that you represent yourself as well as
LIV Athletic
• Be compassionate
• Acknowledge all questions, but don’t provide an
answer unless you are positive
– If you have a question ask one of your team members

16. Critical Response Plan
• If inappropriate an inappropriate post of comment
appears
– Take screenshot
– Notify Emily O’Hearn
– Take post/comment down
• If a natural disaster strikes
– Notify on all platform that we will be closed but we will
help in any way possible
– People can text our Google number with the word
‘WEATHER’ and we will send back an automated response
that we will update through the natural disaster

17. Measurement and Reporting Results
Quantitative KPIs
• Followers and engagement on Facebook/Instagram
Qualitative KPIs
Qualitative KPIs
• Lower negative content
• More positive comments/posts