I developed this plan as a class assignment. I chose Khloe Kardashian as my client, and I created this strategy to increase the amount of subscribers on her app and her followers on Instagram and Twitter.

1. KHLOESOCIAL MEDIA STRATEGY

2. KHLOE SOCIAL MEDIA STRATEGY 2
TABLE OF CONTENTS
I. EXECUTIVE SUMMARY
II. SOCIAL MEDIA AUDIT
A. social Media Assessment
B. Website Traffic Sources Assessment
C. Audience Demographics Assessment
D. Competitor Assessment
III. Social media objectives
Iv. Online brand persona and voice
v. strategies & tools
vi. Timing and key dates
vii. Social media roles and responsibilities
viii. Social media policy
Ix. Crisis Response plan
x. measurement and reporting results

3. KHLOE SOCIAL MEDIA STRATEGY 3
Executive summary
- The Khloe Social Team will strive to increase the popularity of her mobile
app and grow her presence on social platforms.
Our main strategies to achieve this objective will include:
1. A plan to increase amount of subscribers on the Khloe app.
2. Opportunities on her Twitter, Instagram, and Snapchat accounts to
interact with Khloe firsthand.
Social media audits
The following is an audit of Khloe’s social media presence to date. It includes
an assessment of all social networks, web traffic, and audience demographics.
1. Social Media Assessment:
Social
Network URL Follower Count Average Weekly Activity
Average
Engagement
Rate
Khloe App https://www.khloewithak.com/ 25 million 68 posts per week 54%
Twitter https://twitter.com/khloekardashian 19 million 50 tweets per week 15%
Instagram https://www.instagram.com/khloekardashian/ 42.7 million 20 posts per week 600,000 per post
Snapchat https://www.snapchat.com/ 22 million 74 story posts per week 20 million views
Assessment: Khloe is slowly receiving more subscribers to her app, while we
have experienced a lull in Twitter followers. Little interactions are occurring
between Khloe and her Twitter followers, which will be adapted in the new
plan.

4. KHLOE SOCIAL MEDIA STRATEGY 4
2. Website Traffic Sources Assessment:
(Monthly Average)
Source Volume % of Overall Traffic Conversion Rate
Twitter 200,000 unique visits 7% 2%
Instagram 126,000 unique visits 3% 1%
Snapchat N/A N/A N/A
Assessment: A large amount of traffic is being driven to Khloe’s website via
her promotional tweets as well as her Instagram posts that include events,
special pictures, or activities that are included on her app.
3. Khloe App Audience Demographics Assessment:
(Data analysis of subscribers)
Age Distribution Gender Distribution Primary Need Secondary Need
65% 18-30 85% Female Loved all things Kardashian
Wanted access to
exclusive content
20% 231-40 15% Male
10% 41-55
5% 56-80
Assessment: Overwhelming numbers of support come from the female
millennial aged group, as these young women have probably looked up to
Khloe growing up. Getting access to exclusive content and “all things
Kardashian” are the main reasons for customers to download the Khloe app.

5. KHLOE SOCIAL MEDIA STRATEGY 5
Social media objectives
In 2016, our objective is to raise awareness about Khloe’s app and to bring in
more subscribers. To do this, we will revamp her Twitter and Instagram to
display more of the exclusive content from the app. We will also be extending
the trial period of the app to one month, as opposed to the 7-day trial that is
currently in use.
Specific objectives include:
1. Increase subscriptions to app by 25% in six months via:
a. Increasing app’s trial period to engage users for a longer time,
that way they become accustomed to the app when the trial is
ending, encouraging further subscription
b. Promoting an interactive twitter chat for Khloe’s followers to
tweet at her about what they want to see on the app
2. Grow twitter audience to 25 million in 12 months via:
a. Promoting a Twitter Q&A session where Khloe will answer
questions every week on her new show, “Kocktails with Khloe”
b. Designating a member of the social media team to interact with
Khloe’s fans by favoriting, retweeting, or responding to their
tweets
KPIs:
- Quantitative:
1. Number of Twitter followers
2. Number of subscribers
- Qualitative:
1. Sentiment analysis of app
Key Supporting Messages:
1. An exclusive look on what it
really means to be Khloe
Kardashian
2. Advice from Khloe on fitness,
family, health, and self-confidence

6. KHLOE SOCIAL MEDIA STRATEGY 6
Online brand persona & voice
Strategies & tools
Paid:
- Promote tweet from Khloe about exclusive weekend app content every
Friday. Target millennial women, as they constitute the largest
subscription block.
Owned:
- Introduce #QswithKhloe every Wednesday from 9-10 p.m. EST
during “Kocktails with Khloe” airing. Fans can ask questions and Khloe
will answer five during each show.
Earned:
- Promote the limited-time only extended trial for the Khloe app.
Tools
- Tweetdeck
- Twitter
Adjectives that describe Khloe’s
brand:
- Bold
- Sassy
- Confident
- Inspiring
When interacting with users and
fans, we are:
- Encouraging
- Sassy
- Empowering
- Fun

7. KHLOE SOCIAL MEDIA STRATEGY 7
Key dates & times
Internal Dates:
- March 8-22: Filming for KUWTK
- May 9-23: Filming for KUWTK
- October 10-24: Filming for KUWTK
- December 1-14: Filming for KUWTK
Weekly Dates:
- Every Wednesday 9-10 p.m. EST for “Kocktails with Khloe”
Social media roles &
responsibilities
- Social Media Manager: Sedona Huffty
- Social Media Coordinator: Aaron Nardi
- Marketing Director: Stephanie Byrne
- Twitter Assistant: Jack Hart
- Media Support: Amanda Smith
Social media policy

8. KHLOE SOCIAL MEDIA STRATEGY 8
Social media is what brings millions of people together. It brings everyday
people into the same circles as famous actresses, musicians, and celebrities like
the Kardashians. As a member of Khloe’s social media team, we are all held to
the highest standard of class, professionalism, and support for Khloe.
- Some guidelines as a team member:
- Don’t speak about any details of Khloe’s life to any media outlets
- Be extra careful with any of Khloe’s personal data—her account
passwords, etc.
- Always remember when using her accounts that you are not using
your own voice, but rather the voice Khloe has created for herself.
- The tabloids and paparazzi are always out looking for information
and updates on the Kardashians — do not ever engage with them.

9. KHLOE SOCIAL MEDIA STRATEGY 9
Critical Response Plan
Situation 1: Inappropriate Tweet Sent from @KhloeKardashian
Action Plan:
1. When tweet is detected:
- Take screenshot
- Delete tweet
- Alert Sedona. If she’s unavailable, alert Stephanie Byrne
2. Sedona to meet with Stephanie to discuss impact and reach and
strategize further action
3. Sedona & Stephanie develop follow-up tweet
4. If any media have noticed tweet, Stephanie to manage all direct
contact with media
5. Sedona to sync with team member responsible for publishing the
tweet
Situation 2: Celebrity Scandal that Involves Khloe
Action Plan:
1. Alert Sedona. If she’s unavailable, alert Stephanie
2. Sedona to meet with Khloe to strategize media coverage
3. Media assistants (Jack & Amanda) to monitor all platforms about
scandal
3. Sedona to advise Khloe on best possible plan to avoid coverage,
if desired
4. Khloe makes ultimate decision on how best to respond
5. Normal daily posts should still occur

10. KHLOE SOCIAL MEDIA STRATEGY 1
0
Measurement & reporting results
Qualitative KPIs
Reporting Period: 3 months
Data as of Feb. 21, 2016
Website Traffic Assessment
Timeframe: Monthly average
December 2015-February 2016
Source Volume % of Overall Traffic Conversion Rate
Khloe
235,000 unique
visits 12% 11%
Twitter
175,000 unique
visits 8% 6%
Snapchat N/A N/A N/A
Social Networking Data
Timeframe: As of February 21, 2016
Social Network Follower Count Average Weekly Activity
Average Engagement
Rate
Khloe 28 million 75 posts per week 60%
Twitter 24 million 60 tweets per week 26%
Instagram 50 million 20 posts per week 650,000
Snapchat 22.5 million 80 story posts per week 21 million views
Sentiment Analysis
Overall, the engagement we received from these implemented strategies have
been so successful. Engagement has increased exponentially due to the
interactive opportunities we’ve provided on Twitter, and app subscriptions
have increased by 25%.
Quantitative KPIs
Reporting Period: 3 months
Data as of Feb. 21, 2016