1. SEEK TO INSPIRE RA THER THA N IMPRESS
A Q U I C K G U I D E T O S O C I A L M E D I A S T R A T E G Y
B Y J U S T I N G A L L E G O S

2. T A B L E O F C O N T E N T S
1. Social strategy overview
2­4. Examples of effective posts
5­6. Rework of Skullcandy posts
7. One idea for Skullcandy social
8. Analytics and Insights

3. 70%
30%
Social media is 70% listening. This
means asking questions and/ or
inspiring real communication to come
from your audience so you can uncover
what they care about.
30% of social media is educating about
your product and why you do what you
do. More so than what (headphones)
and how (experienced engineers in PC)
is why. Why you do what you do is what
will inspire people to stand behind you.
Telling the why effectively is where I
come in.

4. Musically Proper
This post inspired a
conversation with thoughts
from several unique users
that led to enlightenment
and mutual respect for
differing opinions. It was
also relevant and
transparent. The Frank
Ocean album had just
dropped and the caption
was an honest look at my
feelings regarding an
outstanding piece of work.
Relevancy and
transparency are key in
social media.

5. Aubergine & Company
This is a fun and engaging
post that not only
gives the audience incentive
(gift card) to follow us but
allows them to be a part of
the story we're telling and the
community we're building.
Most importantly, it's primarily
non­promtoinal sans the gift
card. (Only 1 in 4­5 posts
should be candid
promotions.) When I went to
Aubergine I provided them
with a branding message: a
lifestyle restaurant founded
on healthy habits. Focusing
on the fitness community
helps show the audience
what lifestyle we're referring
to in our brand message.

6. I really love this post
because it manages to tell
what, how, and why in only
a few words. The what is:
fresh food. The how is:
without can openers. The
why is: because we know
that you'll have more
energy for your Friday
evening by eating
Aubergine's food.
Aubergine's why is
essentially this: they believe
that every aspect of a
person's life is enhanced by
eating the Aubergine way. I
give the consumer actual
context of our why by
helping them picture a
successful Friday evening
after eating lunch at
Aubergine.

7. Here's how I might approach your last few Instagram
posts.
"Keep me spinning around just like a record baby" and keep it
custom. How do you customize your setup? (Shop our custom
slipmats #linkinbio) or (Show us by tagging #stayloudoriginals)
Red, white, and blonde ~ @kyussking is the Aussie grom that keeps us
looking up! Check out Kyuss in a new film by @theinertia #linkinbio
#nolabel
@koloheandino22 vs 11 time world champ, @kellyslater, is
about to go down. Who are you betting on? Watch Kolohe try
and make history on @wsl. #hurleypro

8. "Style is the answer to
everything. A fresh way to
approach a dull or
dangerous thing. To do a
dull thing with style is
preferable to doing a
dangerous thing without it.
To do a dangerous thing
with style is what I call art."
­ Bukowski #STAYLOUD
When @mfanno's not fighting off sharks he's
cooling in the shade with his focus on round 3 ~
#hurleypro @wsl
Focusing or zoning out? Either way, school's in
session and the Ink'd Wireless can help you do
both with an 8 hour battery life. Shop
#STAYLOUD #linkinbio

9. Here's an idea that could be really cool for building your music
community. Let your athletes convey their personal love and taste
for music by creating playlists for your audience.

10. Analytics and Insights
Being able to recognize and understand trends is obviously key in hitting goals. Understanding
your numbers can help you apply different strategies at any given time to increase your
engagement or sales. I've found Instagram's new analytics feature to be fairly helpful, but Sprout
Social is an incredible platform that gives you all of the metrics you need and organizes them into
easy­to­read reports. I personally like it's ability to track the performance of hashtags.
http://sproutsocial.com/features/social­media­analytics