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Social Media Audit & Strategy Example

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Social Media Audit & Strategy Example - Melissa DiVietri is the founder of DI DESIGNS STUDIO - a social media
agency that creates strategy, design & marketing programs for social media distribution. This is a summary
on how to achieve key improvements to develop social media marketing plan that will be implemented
across traditional and digital communication programs.

Published in: Marketing
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Social Media Audit & Strategy Example

  1. 1. Social Media Audit Nine9 UnAgency Presented By: Melissa DiVietri October 2016 Confidential 2016 - DI DESIGNS STUDIO
  2. 2. Social Media Audit Overview Examine Current Social Media Profiles - Screenshots of all social media platforms - Check for completion of details - Check for consistency of brand imagery and content - Provide recommendations of areas on social media platforms that need improvement Social Media Analytics - Provide robust reporting to measure key metrics like followers, engagement, impressions and reach for Instagram, Facebook, Pinterest and Twitter. - Understand the target audience, where users are coming from, what time of day and any actions that are made on the social channels - Identify your audience using analytic insights and data. This data includes information on men/women, age, interests and geolocation of current audience. - Top performing posts, influencers and promotions Competitive Analysis Report - Provide social media details on 3 to 4 influencers OR competitors who are doing well in the industry - Screenshots of social media profiles including followers - Summary of content utilized, what is performing, what is not working Confidential 2016 - DI DESIGNS STUDIO
  3. 3. Social Media Network: Nine9 UnAgency Social Profile Link Fans Nine9 Washington DC 37 LIKES Nine9 Houston 138 LIKES Nine9 Miami 33 LIKES Nine9 New York City 311 LIKES Nine9 Atlanta 93 LIKES Nine9 Chicago 88 LIKES Nine9 Dallas 120 LIKES Nine9dotcom 4,044 LIKES Nine9dotcom 2,107 FOLLOWERS Nine9dotcom 7,623 FOLLOWERS Confidential 2016 - DI DESIGNS STUDIO
  4. 4. Facebook Profiles Facebook Page: ​Washington DC Page Information Category: Local Business Subcategories: Arts & Entertainment Changed Subcategories: Modeling Agency Talent Agent Confidential 2016 - DI DESIGNS STUDIO
  5. 5. Facebook Page: ​Washington DC Missing Information: 1. Correct Email Address? 2. Missing Business Hours 3. General Information Section? 4. Website: Do you have separate landing pages for each agency? a. Would be useful to track the referral pages in Google analytics. About “Nine9” main video to the “About” section on every Facebook LIKE page. Confidential 2016 - DI DESIGNS STUDIO
  6. 6. Facebook Page: ​Washington DC Confidential 2016 - DI DESIGNS STUDIO
  7. 7. Facebook Page: ​Washington DC Page Summary - Over the last 28 days Promotions: Paid Advertising Confidential 2016 - DI DESIGNS STUDIO
  8. 8. Facebook Page: ​Washington DC Audience Insights Where are your users coming from? Summary of Washington DC Audience: - 68% of Men Reached - 31% of Women Reached - Highest age group is 55 to 64 years men - Does this sound like the correct ad group? - Second highest age group is 45 to 54 AND 65+ men Confidential 2016 - DI DESIGNS STUDIO
  9. 9. Facebook Page: ​Washington DC Local Audience: These insights focus on the area around your business of users on Facebook. The top age group is 25 - 34 years old with busiest time between 5PM to 6PM on Friday. I highly recommend adding your hours to the about section. Serve local online users with a paid promotion that focuses on Friday afternoon to capture the most audience in this demographic that drives conversions to your Facebook page. The advertisement should be tailored with a 5 - 10 mile radius around your business with focus on this age group. Sign-Up Button: ​Utilize websites with unique UTMs to track clicks in Google analytics. Confidential 2016 - DI DESIGNS STUDIO
  10. 10. Facebook Page: ​Houston About Page Remove subcategory “Arts & Entertainment” Replace short description with “​The Nine9 mission is clear: 99% of models and actors aren’t represented by an agency and we are helping them take over the entertainment industry.” for consistency on all LIKE pages. Confidential 2016 - DI DESIGNS STUDIO
  11. 11. Facebook Page: ​Houston The short description appears directly underneath the map results in OVERVIEW. This is where the short description appears on the ​Washington DC Facebook Page​. You want these descriptions to remain consistent across all platforms. Confidential 2016 - DI DESIGNS STUDIO
  12. 12. Facebook Page: ​Houston Page Summary - Over the last 28 days Promotions: Paid Advertisements Confidential 2016 - DI DESIGNS STUDIO
  13. 13. Facebook Page: ​Houston Audience Summary Where are your users from? Summary of ​Houston​ Audience: - 82% of Women Reached - 18% of Men Reached - Highest age group is between 18 - 44 years old women - Does this sound like the correct ad group? Confidential 2016 - DI DESIGNS STUDIO
  14. 14. Facebook Page: ​Houston Local Audience: The top age group in this surround area is 25 - 34 years old between 4PM - 5PM on Tuesday. Confidential 2016 - DI DESIGNS STUDIO
  15. 15. Facebook Page: ​New York About Page Remove subcategory “Arts & Entertainment” replace with “Modeling Agency” Confidential 2016 - DI DESIGNS STUDIO
  16. 16. Facebook Page: ​New York Add General Information with search terms, keywords and additional opportunities of brand visibility. Confidential 2016 - DI DESIGNS STUDIO
  17. 17. Facebook Page: ​New York Respond to ​ALL​ Reviews with “Thank you” comments and encourage the positive feedback with LIKEs. If there are reviews with concerns or negative behavior, ​BAN​ these users and remove their comments from spiraling out of control. Reviews with the most comments will most likely appear as the first results which is alarming to users who visit your page for information. Confidential 2016 - DI DESIGNS STUDIO
  18. 18. Facebook Page: ​New York Confidential 2016 - DI DESIGNS STUDIO
  19. 19. Facebook Page: ​New York Page Summary - Over the last 28 days Promotions: Paid Advertisements Confidential 2016 - DI DESIGNS STUDIO
  20. 20. Facebook Page: ​New York Audience Summary Where are your users from? Summary of ​New York​ Audience: - 75% of Women Reached - 25% of Men Reached - Highest age group is between 18 - 34 years old men - Does this sound like the correct ad group? - Most audience is located in NY, NY Confidential 2016 - DI DESIGNS STUDIO
  21. 21. Facebook Page: ​New York Local Audience The local audience ranges from 25 - 34 year olds between 1PM to 2PM on Thursday. Confidential 2016 - DI DESIGNS STUDIO
  22. 22. Facebook Page: ​New York Confidential 2016 - DI DESIGNS STUDIO
  23. 23. Facebook Page: ​Atlanta About Page Remove subcategory “Arts & Entertainment” Add General Information with search terms, keywords and additional opportunities of brand visibility. Review short description. Confidential 2016 - DI DESIGNS STUDIO
  24. 24. Facebook Page: ​Atlanta Confidential 2016 - DI DESIGNS STUDIO
  25. 25. Facebook Page: ​Atlanta Page Summary - Over the last 28 days Promotions: Paid Advertisements Confidential 2016 - DI DESIGNS STUDIO
  26. 26. Facebook Page: ​Atlanta Audience Summary Where are your users from? Summary of ​Atlanta​ Audience: - 59% of Women Reached - 41% of Men Reached - Highest age group is between 25 - 34 years old men & women - Does this sound like the correct ad group? - Most influential audience is Georgia - that is good! Confidential 2016 - DI DESIGNS STUDIO
  27. 27. Facebook Page: ​Atlanta Local Audience The local audience ranges from 25 - 34 year olds during 12PM to 1PM on Friday. Use info about when the most people are nearby to make smart decisions about store hours and more. Confidential 2016 - DI DESIGNS STUDIO
  28. 28. Facebook Page: ​Atlanta Get to know the general ages, genders and distance traveled by people near your business to inform your marketing and services. Confidential 2016 - DI DESIGNS STUDIO
  29. 29. Confidential 2016 - DI DESIGNS STUDIO
  30. 30. Facebook Page: ​Atlanta Confidential 2016 - DI DESIGNS STUDIO
  31. 31. Facebook Page: ​Atlanta Confidential 2016 - DI DESIGNS STUDIO
  32. 32. Facebook Page: ​Chicago About Page Remove subcategory “Arts & Entertainment” Add General Information with search terms, keywords and additional opportunities of brand visibility. Confidential 2016 - DI DESIGNS STUDIO
  33. 33. Facebook Page: ​Chicago Page Summary - Over the last 28 days Promotions: Paid Advertisements Confidential 2016 - DI DESIGNS STUDIO
  34. 34. Facebook Page: ​Chicago Audience Summary Where are your users from? Summary of ​Chicago​ Audience: - 65% of Women Reached - 34% of Men Reached - Highest age group is between 18 - 34 years old men & women - Does this sound like the correct ad group? - Most audience group is Chicago, IL. Confidential 2016 - DI DESIGNS STUDIO
  35. 35. Facebook Page: ​Chicago Local Audience The local audience ranges from 25 - 34 year olds during 12PM to 1PM on Friday. Confidential 2016 - DI DESIGNS STUDIO
  36. 36. Facebook Page: ​Chicago Confidential 2016 - DI DESIGNS STUDIO
  37. 37. Facebook Page: ​Chicago Reviews Confidential 2016 - DI DESIGNS STUDIO
  38. 38. Facebook Page: ​Dallas About Page Remove subcategory “Arts & Entertainment” replace with “Modeling Agency” Add General Information with search terms, keywords and additional opportunities of brand visibility. Confidential 2016 - DI DESIGNS STUDIO
  39. 39. Facebook Page: ​Dallas Confidential 2016 - DI DESIGNS STUDIO
  40. 40. Facebook Page: ​Dallas Page Summary - Over the last 28 days Promotions:​ ​Paid Advertisements Confidential 2016 - DI DESIGNS STUDIO
  41. 41. Facebook Page: ​Dallas Audience Summary Where are your users from? Summary of ​Dallas​ Audience: - 76% of Women Reached - 24% of Men Reached - Highest age group is between 18 - 24 years old women - Does this sound like the correct ad group? - Very minimal audience - Confidential 2016 - DI DESIGNS STUDIO
  42. 42. Facebook Page: ​Dallas Local Audience The local audience ranges from 25 - 34 year olds during 5PM to 6PM on Thursday. Confidential 2016 - DI DESIGNS STUDIO
  43. 43. Facebook Page: ​Dallas Confidential 2016 - DI DESIGNS STUDIO
  44. 44. Facebook Page: ​Dallas Review Confidential 2016 - DI DESIGNS STUDIO
  45. 45. Facebook Page: ​Main Account About Page Remove subcategory “Arts & Entertainment” replace with “Modeling Agency” Stay consistent with overview, general information and descriptions. Confidential 2016 - DI DESIGNS STUDIO
  46. 46. Facebook Page: ​Main Confidential 2016 - DI DESIGNS STUDIO
  47. 47. Facebook Page: ​Main Page Summary - Over the last 28 days Confidential 2016 - DI DESIGNS STUDIO
  48. 48. Facebook Page: ​Main Promotions: Paid Advertisements Confidential 2016 - DI DESIGNS STUDIO
  49. 49. Facebook Page: ​Main Audience Summary Where are your users from? Summary of ​Main​ Audience: - 65% of Women Reached - 34% of Men Reached - Highest age group is between 18 - 34 years old men and women - Does this sound like the correct ad group? Confidential 2016 - DI DESIGNS STUDIO
  50. 50. Facebook Page: ​Main Local Audience The local audience ranges from 25 - 34 year olds during 12PM to 1PM on Monday. Confidential 2016 - DI DESIGNS STUDIO
  51. 51. Facebook Page: ​Main Confidential 2016 - DI DESIGNS STUDIO
  52. 52. Facebook Page: ​Main Confidential 2016 - DI DESIGNS STUDIO
  53. 53. Facebook Page: ​Main Confidential 2016 - DI DESIGNS STUDIO
  54. 54. Facebook Optimization Overall, there are areas of small adjustments that could make major improvements: 1. On the main account, share featured posts from other cities (Chicago, Dallas) to drive traffic by sharing networks. Take a post on Nine9Chicago, select Share > Click Option Share to Page > Post directly to the Main newsfeed. 2. Featured Video: ​Add the featured video, that is on your homepage and main accout page, to all accounts to appear in the “About” section. See example of featured video: 3. Sign Up button:​ Add custom URLs,such as Bit.Ly or Google UTM, to every Nine9 agency to track referrals and measure performance in Google Analytics. 4. Messenger Greeting:​ Incorporate an automatic greeting that sends to users who send a message to the Facebook accounts. This greeting should include information on the process, a direct link on how to get started and verbage that you will respond within 12 hours. Confidential 2016 - DI DESIGNS STUDIO
  55. 55. 5. Custom Tab: ​Add a customized tab on the side navigation of the LIKE page. This tab could include a second link to the Sign Up process or an email capture system (Mailchimp, Constant Contact). 6. Branded Images​: Think about branding your images when publishing talent. If a user shares these images, that is extra visibility to the brand. Here are before & after ideas to incorporate this feature (a simple template in Canva can be available for drag, drop and post to social). Confidential 2016 - DI DESIGNS STUDIO
  56. 56. 7. Add descriptions in images to additional opportunities to drive traffic to website. Possibly include age and where the photo was taken. 8. Moderate Reviews:​ Respond to all comments whether they are negative or positive. If the comment is possibly damaging to your brand - ban and delete that user. 9. Testimonials: ​There were many positive reviews on the LIKE pages that could be utilized as graphic images to post on social media accounts. These positive reflections are coming from real people that would define the brand of Nine9. 10. Brand Consistency: ​Develop a consistent cover image across all networks, include #IAMNINE with images of models. Photoshop a range of images of models to use seasonally. For example: if the season is winter; incorporate models in a collage with snow and add the logo for branding visibiility. Confidential 2016 - DI DESIGNS STUDIO
  57. 57. Twitter Add hashtags such as #model #actor #actresses and replace #Nine9 with #​IamNine9 Username: @nine9 Consider reaching out to the owner of https://twitter.com/nine9​ - He has not tweeted since 2011. OR Replace “name” in profile settings from Nine9dot > Nine9 *better for searching on social media Confidential 2016 - DI DESIGNS STUDIO
  58. 58. Twitter: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  59. 59. Twitter: ​Nine9dotcom Top Tweets Confidential 2016 - DI DESIGNS STUDIO
  60. 60. Twitter: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  61. 61. Twitter: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  62. 62. Twitter: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  63. 63. Twitter: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  64. 64. Twitter Optimization 1. Align your brand with value of inspiration. Encourage users to participate in #IamNINE9 2. Retweets other users who are participating in #IamNINE9 3. Share content that is influential to your audience, here are some examples: a. Tips on presenting yourself with value b. How to get the best headshots c. What to bring when visiting a modeling agency d. How to become a model e. Here are some image examples: Confidential 2016 - DI DESIGNS STUDIO
  65. 65. Twitter: ​Nine9dotcom 4. Share links to problem-solving content 5. Run a content for a chance to win free swag or spotlight on the agency site. Offer some incentive that would build more genuine customer relationships Confidential 2016 - DI DESIGNS STUDIO
  66. 66. Instagram Confidential 2016 - DI DESIGNS STUDIO
  67. 67. Instagram: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  68. 68. Instagram: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  69. 69. Instagram: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  70. 70. Instagram: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  71. 71. Instagram: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  72. 72. Instagram: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  73. 73. Instagram: ​Nine9dotcom You can add a ​location​ to a photo or video you've already shared or edit the ​location​ you originally included. Confidential 2016 - DI DESIGNS STUDIO
  74. 74. Instagram: ​Nine9dotcom Confidential 2016 - DI DESIGNS STUDIO
  75. 75. Instagram Optimization 1. Add 3 to 10 hashtags on every photo - #IamNINE9 #model #modeling #actor #actress 2. “Repost” users who use the hashtag, comment on photos 3. Encourage talent to tag page & tag hashtag Confidential 2016 - DI DESIGNS STUDIO
  76. 76. Hashtag Performance: #IamNINE9 Confidential 2016 - DI DESIGNS STUDIO
  77. 77. Hashtag Campaign: ​#IamNINE9 Confidential 2016 - DI DESIGNS STUDIO
  78. 78. Hashtag Campaign: ​#IamNINE9 Confidential 2016 - DI DESIGNS STUDIO
  79. 79. Hashtag Campaign: ​#IamNINE9 Confidential 2016 - DI DESIGNS STUDIO
  80. 80. Hashtag Campaign: ​#IamNINE9 Confidential 2016 - DI DESIGNS STUDIO
  81. 81. Google Search Results: Hashtag Confidential 2016 - DI DESIGNS STUDIO
  82. 82. Google Search Results Monitor search results and optimize Google+ page with logos, photos and different albums. Encourage talent to post reviews to push positive comments to the top. Confidential 2016 - DI DESIGNS STUDIO
  83. 83. Monitor Google Results Recommendations: Incorporate Search Engine Optimization Confidential 2016 - DI DESIGNS STUDIO
  84. 84. Competitive Analysis Report Ford Models Currently active on the following social media networks: ● Facebook​ - 526,935 LIKES ● Instagram ​ - 521K Followers ● Snapchat - ​n/a ● YouTube​ - 92 subscribers ● Twitter​ - 232K Fans ● Average 4.3 / 5 star reviews ● Daily activity on Facebook ○ Video, images, links Confidential 2016 - DI DESIGNS STUDIO
  85. 85. Twitter @FORDModels ● Incorporates #FORDmodels with every post ● There is no consistency in posting, for example - the social media strategist will post to Twitter from IG not knowing that the image turns into a link ● Featured blog Confidential 2016 - DI DESIGNS STUDIO
  86. 86. Instagram @fordmodels ● Verified account (check mark) ● Seperate account for scouting ● Use of multiple hashtags in every image with tags to profile usernames Confidential 2016 - DI DESIGNS STUDIO
  87. 87. YouTube Account: FORDmodels Behind the scenes of FORD Models: Confidential 2016 - DI DESIGNS STUDIO
  88. 88. FORD MODELS: Hashtag Reach Confidential 2016 - DI DESIGNS STUDIO
  89. 89. #FORDmodels Confidential 2016 - DI DESIGNS STUDIO
  90. 90. #FORDmodels Confidential 2016 - DI DESIGNS STUDIO
  91. 91. #FORDmodels Confidential 2016 - DI DESIGNS STUDIO
  92. 92. Competitor Analysis Explore Talent Active Social Media Accounts: ● Twitter - 164K followers ● Instagram - 29.5 followers ● Facebook ● Pinned post is 3 months old ● Easy process to apply: ​https://www.exploretalent.com/join/talentb/next ● Posts are not relevant to the business goals Confidential 2016 - DI DESIGNS STUDIO
  93. 93. Instagram: @ExploreTalent ● Spam like posts ● www.WowAmazing.com​ goes to a website that is not relevant ● Posts support negative feedback (Beyonce vs Kylie) Confidential 2016 - DI DESIGNS STUDIO
  94. 94. Facebook: Explore Talent ● Spam like posts ● Content is not relevant Confidential 2016 - DI DESIGNS STUDIO
  95. 95. Facebook Develop Tab: Talent Contests Confidential 2016 - DI DESIGNS STUDIO
  96. 96. Competitor Analysis John Casablancas Social media networks: ● Pinterest - 1.7K Followers ● Facebook - 68,549 LIKES ● Twitter - 10.1K Followers ● Instagram - 12K Confidential 2016 - DI DESIGNS STUDIO
  97. 97. Competitor: John Casablancas Confidential 2016 - DI DESIGNS STUDIO
  98. 98. Competitor: John Casablancas ● Blog content ● Booking tab ● Verified Profile Confidential 2016 - DI DESIGNS STUDIO
  99. 99. Twitter: John Casablancas Confidential 2016 - DI DESIGNS STUDIO
  100. 100. Instagram: John Casablancas ● Use of professional photos ● Repost ● Collage images Confidential 2016 - DI DESIGNS STUDIO
  101. 101. Pinterest: John Casablancas Confidential 2016 - DI DESIGNS STUDIO

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