Social Media Strategy for Personal Brand "Sophia Guerra"

1. Sophia
Guerra
Personal
Brand
Sophia
Guerra
10/8/17

2. Table
Of
Contents
• Execu=ve
Summary
• Social
Media
Audit
• Social
Media
Objec=ves
• Online
Brand
Persona
and
Voice
• Strategies
and
Tools
• Timing
and
Key
Dates
• Social
Media
Roles
and
Responsibili=es
• Social
Media
Policy
• Cri=cal
Response
Plan
• Measurement
and
Repor=ng
Results

3. Execu=ve
Summary
• In my personal brand, I would like to
increase my following on all social media
channels, and have a clear and concise
theme throughout my channels
consistent with my personal brand.
• Two Strategies:
– 1. A plan to post relevant and creative
content consistent on all channels.
– 2.
Brainstorm,
research
and
streamline
my
brand
to
be
more
professional.

4. Social
Media
Audit
Assessment
Summary:
Instagram
is
the
channel
with
the
most
engagements,
I
will
focus
on
building
it
up.
Pinterest
has
the
least
amount
of
engagements
and
is
mainly
used
for
personal
entertainment,
not
promo=on
of
my
brand.
Assessment Summary: Twitter has slightly more volume and engagement than
Facebook. Although there isn't data available to Instagram, there is a lot of traffic to the
app.

5. Social
Media
Audit
(con=nued)
• Assessment
Summary:The
majority
of
my
followers
are
around
my
age,
18-­‐30.
The
rest
are
my
parent's
and
teacher's
age,
31-­‐40
and
41-­‐55.
The
primary
need
when
visi=ng
my
page
woud
be
an
interest
in
viewing
my
content.
Secondary
would
be
that
the
page
was
referred
to
them
or
showed
up
on
their
=meline.
Assessment
Summary:
These
personal
brands
have
the
most
similar
following
and
content,
therefore
I
thought
they
would
be
my
biggest
compe=tors
in
a
personal
brand.
The
analysis
was
taken
from
Instagram.

6. Social
Media
Objec=ves
• Quan/ta/ve:
• Number
of
Instagram
• Followers
Number
of
Twi[er
Followers
• Number
of
Facebook
Followers
• Number
of
video
posts
on
Instagram
every
week
• Qualita/ve
• Sen=ment
Analysis
• Quality
of
Videos
• Quality
of
Photos
• Key
Suppor/ng
Messages:
• Showcase
food,
fashion
and
beauty
in
crea=ve
ways
• Everyday
college
life
with
a
bit
of
travel
and
adventure

7. Online
Brand
Persona
and
Voice
• Adjec/ves
That
Describe
Our
Brand:
• Stylish
• Modern
• Unique
• Crea=ve
• Examples
of
Brand
Voice
in
Social
Media
Interac/ons:
• Light-­‐hearted
• Funny
• Friendly

8. Strategies
and
Tools
• Paid:
• 1
Boost
best
performing
Facebook
posts
at
least
once
a
week.
• 2
Sponsor
products
to
be
featured
in
their
social
media
posts
to
gain
new
followers
and
unique
visitors.
• Owned:
• 1
Every
Friday,
post
a
live
video
with
a
different
topic,
like
a
makeup
tutorial
or
giving
advice
on
fashion.
Ask
followers
to
follow
along
and
ask
ques=ons
with
the
hashtag
#liveFriday.
Post
and
promote
hashtag
and
videos
on
all
social
media
channels
and
post
video
on
YouTube
acer
it
is
filmed.
• 2
Every
Monday
&
Wednesday,
post
to
Instagram
a
new
song
or
store
you
have
not
posted
about,
something
new
for
your
followers
to
have.
Then
create
a
hashtag
#FreshPicksMonday/Wednesday
and
have
your
followers
follow
the
hashtag
and
use
it
to
recommed
things
they
like
as
well.
• Earned:
• 1
Post
at
least
one
ougit
photo
on
all
social
channels
with
links
on
where
to
get
the
products.
If
followers
like
picture
and
tag
2
friends,
they
could
be
entered
to
win
gic
card
to
clothing
store.
• 2
Tag
companies
when
wearing
their
products
to
be
an
ambassador
and
get
promo
codes
to
distribute
to
followers
when
they
like
the
photos.
• Tools:
• Approved
• Buffer
• Twi[er/Facebook
Analy=cs
• Rejected
N/A
• Exis7ng
Subscrip7ons/Licences:
• InDesign
• Photoshop
• VSCO

9. Key
Dates
and
Timing
• Key
Dates
• Valen=ne's
Day
• Halloween
• Black
Friday
• Beginning
of
Seasons
• Christmas
• Internal
Events
• Beginning
of
seasons:
photoshoot
weekends
at
des=na=ons
• Lead
Times
• Preparing
content
for
important
seasons
and
holidays
will
start
a
month
prior
to
the
date.
• Repor/ng
Dates
• Once
a
quarter
in
September,
December,
April
and
July

10. Social
Media
Roles
and
Responsibili=es
• Social
Media
Director:
[Sophia
Guerra]
• Responsibili/es:
Oversee
the
Manager
and
Coordinator
posi=ons,
create
new
strategies
and
edit
those
of
the
rest
of
the
team
before
they
are
implemented.
Keep
brand's
image
and
mission
statement
in
mind
at
all
=mes.
• Social
Media
Manager:
[Bella
Guerra]
• Responsibili/es:
Strategize
and
implement
tac=cs
to
the
brand's
social
media
channels
to
increase
followers
and
improve
content.
• Social
Media
Coordinator:
[Gaby
Ruiz]
• Responsibili/es:
Work
with
brands
and
other
companies
to
promote
brand,
run
sponsorships
and
keep
up
good
rela=ons
with
people
in
the
business.

11. Social
Media
Policy
• Social
Media
is
used
not
only
to
promote
the
brand
but
to
also
connect
with
followers
and
build
las=ng
rela=onships
with
them.
It
will
be
used
only
in
the
most
posi=ve
light
and
will
always
have
the
mission
statement
of
the
brand
at
the
forefront
of
all
posts.
• The
following
guidelines
must
be
followed
in
order
to
par=cipate
in
the
social
media
prac=ces
of
Sophia
Guerra
brand:
• Treat
all
employees
with
respect
• Respond
posi=vely
to
all
comments
and
references
to
the
brand
• Do
not
post
anything
containing
foul
language,
disrespecgul
messages
or
profanity
• Think
outside
the
box
• Crea=vity
is
KEY
• Think
about
all
age
ranges
when
pos=ng
references
to
pop
culture
• Have
fun!

12. Cri=cal
Response
Plan
• Scenario
One:
Inappropriate
Response
to
a
Comment
• Ac2on
Steps:
• Screenshot
comment
and
response
• Delete
comment
and
response
• Apologize
to
commenter
on
direct
message
• If
media
finds
it,
contact
Sophia
Guerra
or
Taylor
Perez
•
Pre-­‐approved
Messaging:
Responses
dependent
on
how
severe
comments
were
and
will
be
dealt
with
on
a
case-­‐by-­‐case
basis.

13. Cri=cal
Response
Plan
(con=nued)
• Scenario
Two:
Accounts
are
hacked
and
inappropriate
content
is
posted
• Ac2on
Steps:
• Contact
the
app
or
social
media
outlet
about
the
problem
immediately
• Shut
down
account
momentarily
un=l
pos=ng
stops
and
passwords
are
restored
• Contact
Sophia
Guerra
or
Taylor
Perez
if
media
picks
up
the
inappropriate
content
• Pre-­‐approved
Messaging:
"Today,
our
accounts
were
hacked
and
inappropriate
content
was
posted.
We
apologize
for
anyone
offended.
Our
accounts
will
be
up
and
running
as
soon
as
security
is
restored."

14. Contact
Informa=on

15. Measurement
and
Repor=ng
Results
Results
Assessment:
All
channels
responded
posi=vely
to
improved
photo
quality
and
increased
interac=on
with
followers.
A
lot
of
followers
and
interac=on
came
from
videos
being
posted
on
the
Facebook
page,
which
will
be
increased
going
forward.
Sen/ment
Analysis:
The
most
posi=ve
comments
came
from
the
increase
in
professional
photos
and
streamlined
crea=ve
content.
Followers
also
responded
posi=vely
to
video
posts,
which
will
also
incorporate
live
video
in
the
future.