More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to JSD Social Media Strategy
Similar to JSD Social Media Strategy (20)
Recently uploaded
Recently uploaded (20)
JSD Social Media Strategy
- 1. Jessica Small Design By Jessica Small - Feb 21, 2016
- 2. Table of Contents ● Executive Summary ● Social Media Audit ● Social Media Objectives ● Online Brand Persona and Voice ● Strategies and Tools ● Timing and Key Dates ● Social Media Roles and Responsibilities ● Social Media Policy ● Critical Response Plan ● Measurement and Reporting Results
- 3. Executive Summary Our major social media priorities for 2016 will be growing our online following and increasing engagement with followers. The primary focus will be to gain clients through driving more traffic to our website by sharing more engaging, relevant content and promoting projects and experience. Two major social strategies will support this objective: 1. Increase discoverability of content. 2. Encourage interactions on social media.
- 4. Social Media AuditData As Of Feb. 21, 2016 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter twitter.com/ MsJessicaSmall 174 29 posts per week 0.6% Facebook facebook. com/JessicaSmallDesi gn/ 123 10 posts per week 0.5% Instagram instagram. com/jessicasmalll/ 546 <1post per week 20% LinkedIn linkedin.com/in/jlsmall 201 1 post per week 4% Social Media Assessment Summary: Instagram is the most engaged and followed account. Next is LinkedIn, followed by Twitter and Facebook.
- 5. Website Traffic Sources Assessment Source Volume Percentage of Overall Traffic Twitter 31 2% Facebook 301 25% Instagram 0 0 LinkedIn 6 <1% Website Traffic Summary: Facebook sends the most traffic to the website.
- 6. Audience Demographics Assessment Age Distribution Gender Distribution Social Network Primary Need Secondary Need 90% 18-24 4% 25-40 4% 35-50 2% 51-80 60% Female 40% Male 17% Twitter 11% Facebook 52% Instagram 19% LinkedIn Using digital and social media to optimize business. Travel and technology updates. Audience Demographics Summary: The main demographic, by far, is 18-24 year old females.
- 7. Social Media Objectives In 2016, the primary focus of our social media strategy will be to increase traffic to website and increase regular followers. In order to do so, our social media priorities will be quality content and frequent posting. Some specific objectives include: 1. Increase visitors to website by 50% by linking from social media posts and using call-to-action phrases. 2. Increase Instagram followers by 500 in 6 months. 3. Improve content so that it is designed for target audience and reaches target audience better.
- 8. Online Brand Persona & Voice Adjectives that describe our brand: When interacting with customers we are: Professional, Informative, Enthusiastic Enthusiastic, Friendly, Informative
- 9. Strategies & Tools Paid: NA Owned: Source a minimum of 1 piece of user-generated content per week to repost/shout out. Encourage past and current clients to tag and link JSD. Earned: Monitor Twitter lists for relevant posts about Communications, Business, Technology, and Travel. Offer social media overhaul package to potential clients. Partner with 3 designers/ clients and develop an influencer/advocate relationship.
- 10. Strategies & Tools Approved Tools Buffer Rejected Tools N/A Existing Subscriptions/Licenses Adobe Creative Cloud - Illustrator, Photoshop, InDesign
- 11. Timing & Key Dates Holiday Dates All major holidays and awareness dates are opportunities for social media posts. Internal Events Spring Social Media Overhaul Deal
- 12. Social Media Roles & Responsibilities Chief organizer of all operations - Jessica Small
- 13. Social Media Policy Social media is a core component to sharing content created on jessicasmalldesign.com - the portfolio website for all freelance digital media and online communications efforts. Social media is used to share industry updates, interact with clients and partners, and to share our personal activities/plans. As a representative of Jessica Small Design you are expected to follow our guidelines: Be respectful to all Use common sense Don’t start a fight or post anything that’s illegal Be the solution, not the problem
- 14. Critical Response Plan An inappropriate Tweet is sent: 1. Screenshot Tweet 2. Delete Tweet 3. Develop appropriate follow-up Tweet for damage control within 12 hours of inappropriate Tweet. A client or follower posts something negative: 1. Develop appropriate response to control reach and redirect communications to a private message. An account is hacked: 1. Change password and retake control of account. 2. Delete any posts or messages sent by hacker. 3. Communicate to followers that the account was compromised, and apologize for damage.
- 15. Measurement & Reporting Results Qualitative KPIs 1. Sentiment Analysis An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: Positive responses to heartfelt/emotional posts, shares and likes as a response to a shout-out or positive experience. Quantitative KPIs 1. Number of visitors on jessicasmalldesign.com from Facebook, Twitter and LinkedIn 2. Engagement rate on social media platforms 3. Number of followers on social media platforms.
- 16. Source Volume Percentage of Overall Traffic Twitter 31 +0% growth 2% Facebook 301 +0% growth 25% Instagram 0 +0% growth 0 LinkedIn 6 +0% growth <1% Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter twitter.com/ MsJessicaSmall 174 +0% growth 29 posts per week 0.6% Facebook facebook. com/JessicaSmallDesig n/ 123 +0% growth 10 posts per week 0.5% Instagram instagram. com/jessicasmalll/ 546 +0% growth <1post per week 20% LinkedIn linkedin.com/in/jlsmall 201 +0% growth 1 post per week 4% Note: Our social media and strategy are new, so we do not have a quarter to observe for changes due to the implementation of this Social Media Strategy.