The document outlines a communication plan for social media presence on Twitter, Facebook, YouTube, Pinterest and a blog. The plan details goals, target audiences, types of content, and tone for each platform. The overarching goals are to attract followers and customers, spread brand awareness and create value for users. Twitter will be used to share interesting links and industry news with a personal tone. Facebook will allow a more personal look inside the company with photos and tips to engage followers. YouTube, Pinterest and the blog will feature additional content to educate and empower users. The tone across all channels aims to portray the company personality and build emotional connections with audiences.

1. ONCE UPON A TIME IN STOCKHOLM
Communication plan for
social media
Once upon a time in Stockholm
2012-07-16
Twitter, Facebook, Youtube, Pinterest, Blog

2. Content
Twitter ..................................................................................................................................................................... 2
GOAL ................................................................................................................................................................... 2
WHO ................................................................................................................................................................... 2
WHAT .................................................................................................................................................................. 2
HOW ................................................................................................................................................................... 2
WHY .................................................................................................................................................................... 2
TONALITY ............................................................................................................................................................ 2
Facebook ................................................................................................................................................................. 3
GOAL ................................................................................................................................................................... 3
WHO ................................................................................................................................................................... 3
WHAT .................................................................................................................................................................. 3
HOW ................................................................................................................................................................... 3
WHY .................................................................................................................................................................... 3
TONALITY ............................................................................................................................................................ 4
Youtube ................................................................................................................................................................... 5
GOAL ................................................................................................................................................................... 5
WHO ................................................................................................................................................................... 5
WHAT .................................................................................................................................................................. 5
HOW ................................................................................................................................................................... 5
WHY .................................................................................................................................................................... 5
TONALITY ............................................................................................................................................................ 5
Pinterest .................................................................................................................................................................. 6
GOAL ................................................................................................................................................................... 6
WHO ................................................................................................................................................................... 6
WHAT .................................................................................................................................................................. 6
HOW ................................................................................................................................................................... 6
WHY .................................................................................................................................................................... 6
TONALITY ............................................................................................................................................................ 6
Blog ......................................................................................................................................................................... 7
GOAL ................................................................................................................................................................... 7
WHO ................................................................................................................................................................... 7
WHAT .................................................................................................................................................................. 7
HOW ................................................................................................................................................................... 7
WHY .................................................................................................................................................................... 7
TONALITY ............................................................................................................................................................ 7
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3. Twitter
GOAL
To make relevant people follow us and spread our brand. The base of followers that we build on
Twitter will make us attractive to our primary target group and result in new business as well as a
tool to create value for our customers.
WHO
Our primary target group indirectly, and our secondary target group directly.
WHAT
Twitter is where we can share content that we think benefit our users and update our followers
about what´s going on.
Interesting and useful links
Things that concern once upon a time on a professional level
Occasionally fun stuff
Things that relates to our WHY (to make people understand what we stand for)
HOW
We are going to use Twitter for qualitative and personalized content. Every tweet must be
customized to our personality – we will never tweet a recommended link or anything else for that
matter without adding our personal touch to it. It should be obvious in the users unconsciously mind
that the content was recommended by us.
If we succeed with that we are creating an emotional bond between us and the users since she will
look at us and the content that we share through the same glasses. We will show who we are by
sharing things that we would like to be associated with.
Twitter is the channel where we prove that we are good at trends and up to date. It is by
communicating according to our personality that we will give our knowledge in trends its edge. By
using Twitter with a personal communication tone we will make the user look at us more as a person
than a company which probably will result in a greater chance of loyalty.
We should also show our sense of humor in our communication. Not like ridiculously funny, but we
should try to show our users that we have a sense of humor and a distance to ourselves because this
will make us more personal and trustworthy.
WHY
Because Twitter is a powerful tool when it comes to creating followers. Our primary target group is
following people that they admire and have the same interests as they do. If we can attract these
people, who are our secondary target group, we will attract our primary target group as well.
TONALITY
The communication on Twitter will be professional but also personal.
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4. Facebook
GOAL
To plant a seed in potential followers and customers minds that can grow and lead to relations that
results in awareness, likings and eventually new business.
WHO
The same as Twitter - our primary target group indirectly (as individuals), and our secondary target
group directly.
WHAT
Facebook is where we get more personal when it comes to content. On Twitter we will share things
that have a more professional aspect; on FB we will share stuff that can be associated with us as a
company:
Advices and tips
Content that educates, entertains and empowers our followers to keep them engaged and
coming back for more
What is going inside the office
Photos of the office and us when we´re working
HOW
We want to create the image of a positive atmosphere so that people will like us for our personality,
for who we are. We will always make personal, human updates, even if the posts concern external
content. It is how we say it that makes us who we are. Facebook is where we communicate causal.
We should contact and communicate with persons that have some kind of interest in us. Not in a
direct, obvious way, but using a lead that has nothing to do with us as a company.
If we make the user interested in us without
us trying to rape him with sales and
promotion, she will look us up anyway. If we
are personal we will show our real side. We
should engage in conversations and keep
them going – true engagement happens in
the “back and forth”. So our strategy for
Facebook is to connect on a personal level,
prepare the terrain and make the user
intrinsically curious so that he will take the
first step by himself.
WHY
Because FB is the user’s arena and even our primary target group is humans sometimes. According to
the small target group analysis, the decision makers used FB for leisure. Therefore we should try to
reach them the same way as we try to reach our secondary target group and make them a part of our
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5. base of followers. If we succeed with that, we will be able to approach the decision makers in a
natural way since we already have a relation with them.
TONALITY
The communication on Facebook will be causal.
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6. Youtube
GOAL
To make people curious and aware of that we can do great stuff.
WHO
Our second target group first and our first target group second.
WHAT
Case movies
Tutorials
Webinars
HOW
We should comment and rate others work. Doing so might awake a curiosity about who we are. Also
we could contact people that doing cool stuff related to our business and partner up with them on
Youtube. Our tone on Youtube should be pretty relaxed, just like in the other medias. By embedding
our Youtube videos in our blog we may get more traffic to our Youtube platform.
We could have a schedule for when we are releasing videos other than our work to make the
customer return a habit. Also, we have to use the comment function and create an interaction with
our users. Perhaps ask for ideas that could build on the video that we´ve published? Would be a
great way to engage and if the user have helped, we could acknowledge her on all social medias.
Makes us look close to the users.
WHY
As I see it, there are two reasons for being active on Youtube. The first is obvious – to spread our
work. The second reason, and closely related to the first one, is to build a crowd of fans that like our
work. The important thing is that we are creating stuff to help our followers. Because if they feel that
we really are trying to help them, they will help us back and become ambassadors for our brand. This
is how we should build our crowd not only on Youtube, but in all social media.
TONALITY
The communication on Youtube will be a mix of causal and professional.
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7. Pinterest
GOAL
To make people like the things we do. If we manage to do that they will follow us, affect their
buddies and generate a base of followers that makes us attractive.
WHO
Our secondary target group.
WHAT
Pictures that represents us, our vision and our brand personality. It could be beautiful design,
products, quotes, and other things that inspire us and that inspire our followers.
HOW
We always pin the work we have done, both pictures and videos. Pinterest is an opportunity to show
our users what we like and let them take part of it. We should try to add a visual element to
everything we post, making it pinable.
WHY
Pinterest is a strong tool for driving traffic. We can use Pinterest to publish our videos; since its fewer
videos than images, it is easier to distinguish ourselves by pinning our videos and at the same time
drive more traffic. Pinterest is also good for founding out our target groups interests, and to find the
influencers of those fields. We can also use Pinterest as some kind of "focus group" where we can
test our design and see how people respond; who repins what? In the same way we can see what
users are pinning from our competitors' sites.
TONALITY
The communication on Pinterest will be causal.
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8. Blog
GOAL
To drive traffic to our website, feed them with things that they find interesting and make them
return. To conclude; give our followers useful and qualitative content that makes them look up to us
and want to return the favor.
WHO
Our primary and secondary target group. If we can keep the same quality as the users that our
primary target group follows, then we will attract our primary target group as well. Just like on
Twitter and FB.
WHAT
Build unique, interesting articles on trends and facts and add our own analyses to it.
Articles
Analyses of articles
Posts about our work
The same type of qualitative content that we share as links on Twitter
HOW
The analyses will show how we think and that we are clever. We will seem to be able to take the
proven facts and build upon them, making us seem innovative and trend conscious. We can integrate
our own work with general content that is interesting to our target group. What does the influencers
and our potential clients want to read about? The blog should communicate with the readers and
aim to start a discussion. More discussions lead to more comments and more traffic, which leads to a
higher brand awareness and a chance to show our talent.
WHY
A good blog drives traffic to the website and gives our followers an insight in our agency. This is
where we show our knowledge to the world without bragging about it for both our primary and
secondary target group.
TONALITY
The communication on our blog will be mostly professional, but also to some extent causal.
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