The Social Media Strategy of JPDesign in order to perpetuate the Merging creativity with reality. Communication is key, and visual arts are the best way to engage with your audience.

1. JASMINEPDESIGN
By: Jasmine Alson
February 19, 2017

2. TABLE OF CONTENTS
1. Executive Summary, February 2017
2. Social Media
3. Social Media Objectives
4. Online Brand 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

3. EXECUTIVE SUMMARY
• Our major priority for 2017 is to grow our community and spread openminded
design concepts around the world.
• Major strategy change:
• Increase the quality and volume of content spread through the Facebook page.
Imagesource

4. SOCIAL MEDIA AUDIT
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/JasminePAl
son
51 >2 posts 3.5%
Facebook www.facebook.com/Jas
minePDesign
30 >2 posts 8%
Instagram instagram.com/jazz_91
6/
227 ~1 post Average
interactions ≈ 30
• The highest amount of interactions is on Instagram, although it cannot be tracked using an
analytical evaluation. Facebook is still growing, so focus should increase on the aforementioned
platform.

5. WEBSITE TRAFFIC SOURCES
ASSESSMENT
Source Volume Percent of
Overall Traffic
Conversation rate
Twitter 58 unique visits 8% 1.2%
Facebook 87 page views 100% <1%
Instagram No Data No Data No Data
• Facebook has the largest number of organic views, and the highest conversation rate, even
though Instagram has no conclusive data in this data set.

6. AUDIENCE DEMOGRAPHICS
ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Primary Need Secondary
Need
80% 18 - 30 64% female 62%
Facebook
Design related
interest and
entertainment
Curiosity and
piqued interest
in tutorials of
photographic
design
10% 31 - 40 36% male 20% Twitter
7% 41 - 55 18%
Instagram
3% 56 - 80

7. COMPETITOR ASSESSMENT
• JasminePDesign does not have any competitors at this time.

8. SOCIAL MEDIA OBJECTIVES
• Specific objectives:
• Increase public awareness on all social media platforms by increasing social media
content and data.
• Use more hashtags and increase amount of organic views or interactions.
• Double all followers on all platforms by the end of the year.
• Increase amount of visual and intellectual content to stimulate viewers.
KPIs
1. Number of unique visitors from
Twitter and Facebook
2. Number of Instagram followers.
Key Messages
1. Open minded design with a focus
on simplicity
2. Creativity is the mouthpiece of the
mind.

9. ONLINE BRAND PERSONA AND
VOICE
Adjectives that describe our
brand:
• Encouraging
• Inspiring
• Whimsical
• Creative
When interacting with
customers we are:
• Kind
• Respectful
• Endearing
• Perceptive

10. STRATEGIES AND TOOLS
• Paid:
• Promotions using monetary means are being used at the moment.
• Owned:
• Work to brand #CreativityFreed as a member of the JPDesign movement.
• Encourage viewers to view and use this hashtag.
• Tools:
• Buffer
• Hootsuite
• Others not listed
• Rejected Tools:
• N/A

11. STRATEGIES AND TOOLS (cont.)

12. TIMING AND KEY DATES
Holiday Dates: (2017)
• April 16 – Easter Sunday
• May 14 – Mother’s Day
• May 29 – Memorial Day
• June 18 – Father’s Day
• July 4 – Independence day
• September 4 – Labor Day
• October 31 – Halloween
• November 23 – Thanksgiving day
• December 25 – Christmas Day
• December 31 – New Year’s Eve
Each of these dates are to attempt
double or greatly increase previous
viewership, response rate and
engagement. Once the doubling
threshold is impossible to reach, the
goal shifts to engaging with those
who are interested in our content.
• Reporting Dates: *every 3 months*
• March 1
• June 1
• September 1
• December 1

13. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Marketing Director, Social Media Manager & Social Media Coordinator –
Jasmine Alson

14. SOCIAL MEDIA POLICY
• The prime objective of this brand is to encourage, promote and ensure safe passage
of creativity in all of the users who encounter it. Our policy is to ensure those who
are within the community a safe environment to express their creativity without any
type of difficulty or reprise.
• Guidelines:
• Be respectful
• Use common sense
• No use of Argumentum ad Hominem[1]
in arguments.
• Be helpful to everyone who comes, and attempt to make them feel welcome.

15. CRITICAL RESPONSE PLAN
• Scenario 1: customer is not happy with the services and feels as though he/she is
being attacked.
• Action plan:
1. Message/post thread is screenshotted.
2. Contact Jasmine Alson for interpretation of messages.
3. Write a short report of what you think happened.
4. Disciplinary action will occur to the correct person.

16. CRITICAL RESPONSE PLAN (cont.)
• Scenario 2: Offensive content has been posted, and not received well.
• Action plan:
1. Take screenshot of malicious content, then delete the post.
2. Send screenshot to Jasmine Alson, and she will assess the situation including all those
involved.
3. The course of action will be declared after an assessment of the damage and offensive nature
of the post.
4. Disciplinary action will take place as the director see’s fit.

17. MEASUREMENT AND REPORTING
• Quantitative KPIs – Reporting Period: 3 months Data as of February 19, 2017
Source Volume Percent of
Overall Traffic
Conversation rate
Twitter 58 unique visits
+82% growth
8% 1.2%
Facebook 87 page views
+100% growth
100% <1%
Instagram No Data No Data No Data

18. MEASUREMENT AND REPORTING (cont.)
• The changes are apparent that we are a new brand and are still growing with a
steep incline on the growth curve. Our brand brings in new people every day and we
hope to continue this positive correlation in the future.
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/JasminePAl
son
51
+92% growth
>2 posts
+150% increase
3.5%
Facebook www.facebook.com/Jas
minePDesign
30
+325%
growth
>2 posts
+150% increase
8%
Instagram instagram.com/jazz_91
6/
227
+2.4% growth
~1 post
No change
Average
interactions ≈ 30

19. • Sentiment Analysis
• Post viewers had a positive reaction to the page, but with little reactionary actions. They
liked, but did not comment.
• Not very many shares of content, but many views means that SM goers are not keen on
starting conversations: so we must start them first.
• Proposed Action plan:
• Perpetuation of the use of the #CreativityFreed hashtag
• Potentially look into adding more people to the SM management team.
• Continue to focus on the objectives set out in slide #8.
MEASUREMENT AND REPORTING (cont.)