VaynerMedia is one of the leading, and fastest-growing digital media marketing agencies. In this slideshow, I take a look closely at their social media numbers and create a plan to increase their exposure online.

1. SOCIAL MEDIA STRATEGY
BY ANDRES DUENAS
FEBRUARY 16, 2018

2. TABLE OF CONTENTS
1. Executive Summary, February 2018
2. Social Media Audit
• a. Social Media Assessment, February 2018
• b. Traffic Sources Assessment, October 2017 – February 2018
• c. Customer Demographics Assessment
• d. Competitor Assessment
3. Social Media Objectives
4. Online Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, November 2017 – January 2018

3. 1. EXECUTIVE SUMMARY
Our Mission: VaynerMedia has prided itself on helping brands execute great
content. We are a full-service digital agency built for the now. We partner with
clients to drive their business outcomes with the best-in-class modern video
production, media planning & distribution, influencer marketing, Google & Alexa
voice services, and everything in between.
Our Goal: To match if not surpass the social media following, content, and
engagement our founder Gary Vaynerchuk has on his own social media
platforms. Our target market are companies and individuals looking to build and
maintain a successful online presence.
Two major strategies that will support this objective:
1) A plan to increase the amount of content we are publishing on our platforms.
2) Educate our audience through webinars and live video about what we do and
offer them tips.

4. SOCIAL MEDIA AUDIT
The following is an audit of Vaynermedia’s social
media presence to date. It includes an assessment
of all social networks, web traffic, audience
demographics and a competitor analysis as of
February 20, 2018.

5. Social Network URL Follower
Count
Average
Weekly Activity
Average
Engagement
Rate
Twitter Twitter.com/V
aynerMedia
73.2k 2 posts per
week
Average
interactions
per post = 40
Instagram Instagram.com
/VaynerMedia
80.6k 1 post per
week
Average
Interactions
per post =
600
YouTube YouTube.com/
VaynerMedia
887 1 video a
month
Average views
per video =
400
Facebook Facebook.com
/VaynerMedia
44k 1 post every
two weeks
Average
interactions
per post = 15
Social Media Assessment:
At the present time, our social media account with the most interaction is
Instagram. Facebook is the platform with the lowest engagement, but one
with the highest potential. We need to allocate a good portion of our budget
towards creating content for Facebook and on sponsored ads.

6. WEBSITE TRAFFIC SOURCES
ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 5,000 unique visits 20% 8%
Instagram NO DATA NO DATA NO DATA
YouTube 1,000 unique visits 5% 1%
Facebook 500 unique visits 1% 0%
Traffic Summary:
As you can see from the data above, Twitter is the platform that drives the most traffic to
our website. Although no direct traffic data is available from Instagram, given that we
have a high engagement rate on that platform, it is likely that it does drive traffic to our
website.

7. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
50% 21-30
35% 31-40
15% 41-55
5% 56-80
60% Male
40% Female
50%
Instagram
45% Twitter
45%
Instagram
30% Twitter
15%
Facebook
10%
YouTube
To seek
services
that will
help
individuals
and
businesses
develop
effective
social
media
strategies.
To learn
techniques
from the
content
VaynerMedi
a is putting
out to
incorporate
into their
own
business.Audience Demographics Summary:
The vast majority of survey respondents are in the 21-30 age group. Instagram
and Twitter are their primary social networks to get more information about the
company. Our audiences primary need is for services that will help their brand or
business flourish in the social media space. Efforts need to be directed heavily
towards the Facebook page as it is a platform with massive potential.

8. COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
WebpageFX FB: WebpageFX Content that engages the
employees around the
office. Helps make the
brand relatable.
They do not have an eye-
catching logo. The colors
they have chosen are the
same colors Facebook
uses, so hard to
distinguish.
MAXBURST Twitter: @MaxBurst Content they tweet out is
tangible advice that
anyone who is following
them can use in their own
brand or business.
They only push out
content. There is no
engagement with their
audience.
Lounge Lizard FB: Lounge Lizard Their branding and logo
really stand out from all
the other marketing
agencies. Also, their many
photographs of the
employees shows that the
team members are
friendly.
Their content gets no
engagement. They barely
have any likes or
comments on any of the
content they push out.

9. COMPETITOR ASSESSMENT (CONT.)
Competitor Assessment Summary:
• The analysis focused on three digital marketing agencies near VaynerMedia
and their social media presence.
• Content that showcases the inner workings of what it takes to work at a
fast-paced digital marketing agency resonates with their audience because
they love being behind-the-scenes.
• We could make an effort to film and shoot more of the behind-the-scenes
content to show our viewers what it is like on a day-to-day basis.
• The competition could do a better job promoting their content for higher
engagement rate and also make an effort to engage with their audience.

10. SOCIAL MEDIA OBJECTIVES
The primary objective will be to use our social media platforms to not only drive
traffic to our website, but to get those people on our website to contract us to
help them develop their brand or business. In order to accomplish this, our
social priorities will be creating more content, posting consistently and
engaging with our consumers.
Some specific Objectives Include:
• Increase our Twitter followers by 1,000
• Increase our Instagram followers by 800
• Increase our YouTube subscribers by 500
• Increase our Facebook likes by 1,000

11. SOCIAL MEDIA OBJECTIVES (CONT.)
KPIs
1. Amount of unique visitors from Facebook, Twitter and
Instagram
2. Amount of Facebook likes
3. Amount of Instagram followers
4. Amount of Twitter followers
4) Amount of video content produced
5. Amount of content shared with valuable and tangible
information
Key Messages
1. Digital Marketing can launch your brand or business to
the next level
2. Create an amazing group of online friends

12. STRATEGIES AND TOOLS
Paid:
Every Monday, boost the content that will motivate people to use a fresh new
week to start that business or build that brand they have always wanted to. The
posts have a minimum reach of 50, along with a minimum of 10 likes or 5
comments.
Owned:
Introduce the use of the #TeamVayner hashtag on the company Instagram and
Twitter accounts. Encourage users to post photos or tweets that showcase them
using the advice we are providing them with or enjoying the behind-the-scenes
content.
Earned:
Monitor Facebook, Twitter, and Instagram for hashtags relevant to our industry
(#DigitalMarketing, #SocialMediaTips, #BrandBuilding) and reach out to those
users and offer them an incentive such as a free consultation meeting to see how
we could help them and do this over the course of 4 months.

13. STRATEGIES AND TOOLS
Approved Tools:
• Hootsuite
• Buffer
Existing
Subscriptions/Licenses:
• Photoshop
• Vimeo

14. TIMING AND KEY DATES
Holiday Dates
• St. Patrick’s Day – March 17th
• International Day of Happiness – March 20th
• First day of Spring – March 20th
• Earth Day – April 22nd
• Mother’s Day – May 13th
• Father’s Day – June 18th
• Independence Day – July 4th
• Labor Day – September 4th

15. TIMING AND KEY DATES
(CONT.)
Upcoming Internal Events
Generation Now: A Haste and Hustle Event – February 27th
Kswiss X GaryVee 001 ”Crushing It!” Meet & Greet – February 27th
45th Annual RE/MAX R4 Convention – February 28th
Win the Storm Conference – March 1st

16. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
•Marketing Director – Stephanie
Bagley
•Social Media Manager – Mickey
Cloud
•Social Media Coordinator – Tina
Cervera

17. SOCIAL MEDIA POLICY
• Use common sense
• Always be polite and respectful to everyone
• Only post content that is positive
• Don’t Post:
• Negative comments
• Content that does not align with the brand voice
• Content slamming our competitors
• Explicit or NSFW content.
VaynerMedia is strict about the appropriate use of social media by our employees.
Violating the social media policy may result in termination and/or legal action.
VaynerMedia reserves the right of action if necessary. If you have any questions,
contact the Marketing Director or Social Media Manager.

18. CRITICAL RESPONSE PLAN
SCENARIO 1 – Inappropriate post sent from @VaynerMeida (Twitter),
@VaynerMedia (Instagram), @VaynerMedia (Facebook)
Action Plan
When Tweet is seen:
• Take a screenshot (on Mac: Command+Shift+4)
• Delete the Tweet.
• Contact Stephanie Bagley (Marketing Director). If Stephanie is unavailable,
contact Mickey Cloud (Social Media Manager)
• Stephanie is to meet with Mickey to determine the impact and reach, and
evaluate additional action.
• Stephanie is to develop an appropriate response/follow up tweet. Mickey is
to approve.
• If media has picked up the tweet, Stephanie is to manage all direct contact.
If Stephanie is unavailable, Mickey is to handle all contact.
• Stephanie and Mickey are to meet with the employee responsible for
publishing the Tweet to see if disciplinary action is required.

19. CRITICAL RESPONSE PLAN (CONT.)
SCENARIO 1 – An angry former employee goes on a rant on social
media bashing the company and employees
Action Plan
• Employee(s) to contact Stephanie (Marketing Director). Stephanie
to alert Mickey (Social Media Manager).
• Stephanie is to meet with Mickey to evaluate the amount of
social media mentions about the situation.
• If media has noticed the incident, Stephanie is to manage all
direct contact. If Stephanie is unavailable, Mickey is to manage
all contact.
• Stephanie is to push messaging to the social media outlet where
the news first broke. Keep monitoring the spread of news to
other social media outlets and push messaging as necessary.
• Stephanie and Mickey are to gauge the need for a longer
statement and write one, if necessary.

20. MEASUREMENT AND REPORTING
SOURCE VOLUME % OF OVERALL
TRAFFIC
CONVERSION RATE
Twitter 900 unique visits
+20% growth
10% 1.3%
Instagram 6000 unique visits
+20% growth
62% 2.6%
YouTube 2750 unique visits
+25% growth
28% 2.9%
Facebook 2750 unique visits
+25% growth
28% 2.9%
Quantitative KPIs
Reporting Period: 4 months
Date as of February 16, 2018
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2017 to January 2018

21. MEASURING AND REPORTING (CONT.)
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/Va
ynerMedia
80k
+11% growth
15 posts/week
+65% increase
10%
Instagram Instagram.com/
VaynerMedia
90k
+12% growth
12 posts/week
+30% increase
15%
YouTube YouTube.com/V
aynerMedia
1500
+69% increase
2 videos/week
+60% increase
15%
Facebook Facebook.com/
VaynerMedia
55k
+25% increase
8 posts/week
+30% increase
20%
Social Network Data
• Timeframe: as of February 16, 2018

22. MEASURING AND REPORTING RESULTS
(CONT.)
Quantitative KPIs
• We have increased the amount of unique visitors from our social
media accounts to our website by 20% in 4 months.
• Our Twitter following increased by 6,800 in four months, which
surpassed our goal of 1,000.
• Our Instagram followers increased by 9,400, which surpassed
our goal of 800.
• Our YouTube subscribers increased by 613 subscribers, which
surpassed our goal of 500.
• Our Facebook likes increased by 11,000, which surpassed our
goal of 1,000.
• Our video content on our Facebook increased by 30% which led
to the amount of traffic to it.
• Our use of the hashtag #TeamVayner was a key tactic to keep
track of all the content being shared by our audience.

23. MEASURING AND REPORTING RESULTS
(CONT.)
#VaynerMedia Hashtag Performance
• Between October 16, 2017 and February 16, 2018, the hashtag
was mentioned 2,000 times on Twitter and 3,000 times on
Instagram.
• 60 Instagram posts with the hashtag generated above average
numbers for comment interactions, usually invoking user to tag
their friends in the comments.
• Qualitative KPI – Sentiment Analysis
• An analysis of the interactions on 150 Facebook posts, 200
Instagram posts and 250 tweets revealed the following:
• A great deal of positive sentiment from customers who had a
consultation with one of our social media experts.
• The greatest driver of negative sentiment was the pricing of
building their business or brand social presence.