Creating a social media strategy from scratch.

1. PREPARED BY MARISSA CRANDELL
Setting Social Media Goals
CREATING A STRATEGY

2. 2019 SOCIAL MEDIA OBJECTIVES
SOCIAL OBJECTIVE
To increase brand & solution awareness, leads and time spent on
the brand's website.
MARKETING
OBJECTIVES
AWARENESS
Increase Brand & Solution Awareness
SOCIAL
OBJECTIVES ACTION
Website visits, Engagements & Encourage
Lead Generation
Impressions: +714% YoY
960.9K (2018) vs. 118K (2017)
Fan Growth: +8% YoY
336 (2018) vs. 3104 (2017)
KPIS
Website Visits: ~3K
Engagements: +676% YoY
10.7K (2018) vs. 1.4K (2017)

3. 2019 SOCIAL MEDIA STRATEGY
SOCIAL OBJECTIVE
To increase brand & solution awareness, leads and time spent on
the brand's website.
MARKETING
OBJECTIVES
Grow Impressions +714%
Develop a thought-
leadership program
Leverage popular
industry hashtags in all
Twitter content
Develop a merchant
spotlight program
Activate CEO's Twitter
& Linkedin accounts
Implement social
advertising
Increase Followers +8%
Continue steady cadence
of content & social posts
Continue to promote
social channels via
emails, website &
internal communications
Optimize content for
sharability
Practice hashtag/tagging
strategy
Increase Engagements +676%
Increase video content
Improve creative assets
(optimize copy and use of
branded images & content)
Develop merchant
spotlight series
Interact more with
audience (community
management, twitter polls,
pose questions)
Continuously test new ad
units & targeting
Track ~3K social website visits
Implement URL tracking
Establish benchmarks for
web data via social
Implement re-marketing
strategies
Amplify evergreen content
Promote brand solutions
Optimize creative for
clickability