New Scooters 4 Less Social Media Strategy

2. TABLE OF CONTENTS
Page 3- Executive Summary
Page 4- Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment, May 2014 - October 2014
c. Customer Demographics Assessment
d. Competitor Assessment
Page 8- Social Media Objectives
Page 9- Online Brand Persona and Voice
Page 10- Strategies and Tools
Page 11- Timing and Key Dates
Page 11- Social Media Roles and Responsibilities
Page 12- Social Media Policy
Page 13- Critical Response Plan
Page 14- Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our social media plans for 2017 will be to grow our online following and our
community of scooter owners.
The main focus will be to help the growth of revenue by becoming more popular
on our social media accounts, drawing in more followers through more
frequent and relevant posts and creating relationships with our customers that
keep brining them back for more.
Two major social strategies will support this objective:
1. A plan to gain followers through online raffles and giveaways on different
social media platforms.
2. More frequent and relevant posts to our social media accounts

4. SOCIAL MEDIA AUDIT
The following is an audit of New Scooters 4 Less’ social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and a competitor
analysis.
Social Media Assessment:
At this time, instagram is NS4L social media account that brings in the most traffic. YouTube
being the least effective with only one post per month on average.
Social Network URL Follow Count Average
Weekly activity
Average
Engagement
Rate
Facebook https://www.fac
ebook.com/new
scooters4less/
8,763 7 post per week 50 views per
post, 10 likes
per post
YouTube https://www.you
tube.com/user/
NewScooters4L
ess/about
603 subscribes 1 post per
month
30 views per
video
Instagram https://www.inst
agram.com/ns4l
/
642 followers 8 posts per
week
100 views per
video, 25 likes
per picture

5. WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook NO DATA NO DATA NO DATA
YouTube NO DATA NO DATA NO DATA
Instagram NO DATA NO DATA NO DATA
Traffic Summary:
At this time, we do not have enough information to see who is the
biggest drive of traffic to our website. I believe that instagram is the
largest driver of website traffic if I had to choose one even though it
doesn’t have the most followers across the social media accounts,
but does have the most reach.

6. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Primary
Need
Secondary
Need
98% 17-30 50% Male 50%
Facebook
Way of
transportation
around
campus
Convenience
with parking
for class
1% 30-45 50% Female 30%
Instagram
1% 45+ 20% Youtube
and Twitter

7. COMPETITOR ASSESSMENT
Competitor Name Social Media
Profile
Strengths Weakness
Solano Cycle of
Gainesville
FB:
SolanoCycleofGaine
sville
Frequent everyday
posts to Facebook
with pictures and
videos of new
products on display
and promotions.
Website layout is
very easy to
navigate and looks
great.
Facebook likes are
less then half of
what NS4L has
Campus Scooters of
Gainesville
FB:
CampusScooters
Facebook posts
include great
pictures of their
products and deals
and keeps
Website is very
basic. Facebook
likes are very low for
their page and posts
aren't frequent.
Competitor Assessment Summary: This analysis focuses on two of the major competitors for New Scooters 4
Less that both have a presence on Facebook. They post videos and pictures of their products and
deals for their followers to see.

8. SOCIAL MEDIA OBJECTIVES
The main focus will be to help the growth of revenue by becoming more popular
on our social media accounts, drawing in more followers through more
frequent and relevant posts and creating relationships with our customers that
keep brining them back for more.
Some specific objectives include:
1. Increase Instagram followers to 3,000 by the end of Spring 2017 term.
2. Increase the amount of pictures and videos of products and promotions
by 30% in the next 3 months
3. Increase unique visitors from social media platforms to the website by
20% in 6 months

9. KPI’s
1. Number of Instagram followers
2. Number of unique visitors from
other social media platforms
3. Number of weekly posts on
each social media platform
Key Messages:
- Get to class at your
convenice without having to
wait for the bus! #BOOM (oh
yea… and we want you to
have FUN while doing it!)
ONLINE BRAND PERSONA
AND VOICE
Adjectives that describe our
brand:
- Convenient
- Affordable
- Fast
When interacting with customers we
are:
-Friendly
-Nice
-energetic
-exciting

10. STRATEGIES AND TOOLS
Paid:
Before every weekend starts boost the Facebook post that is most popular for that week. The post must
have a mininum organic reach of 100 and at least 100 likes and 10 comments.
Owned:
Introduce the use of the #ScootGang on instagragm, facebook, and twitter posts. Encourage costumers to
use the hash tag when posting pictures of their new scooters or them riding on their scooters. Promote
the hash tag across all social media platforms and do a giveaway for the most likes on a post that
includes the hash tag #ScootGang.
When customers arrive for registration mention the hash tag and encourage them to use it if they plan on
taking photos of their visit.
Earned:
Monitor Twitter for keywords and terms: scooter, scoot, Gainesville Scooters, NS4L, Scooters in Gainesville.
Give out promotional codes to different people over the next 3 months and get unexpected delight from
them.
Partner with University of Florida athletes to help promote the brand and become a brand ambassador. Make
a few promotional pictures and a video with them to be shared on all social media accounts.
Tools
Approved Tools Rejected Tools Excisting
Licenses/Subscriptio
ns
N/A N/A N/A

11. TIMING AND KEY DATES
Holiday Dates
- Labor Day
- Christmas Break
- July 4th
Internal Events
-End of School BBQ and
scooter party May 1st
- More events TBA
Reporting Dates
-Reporting will occur once a
quarter in February, May,
August and November.
Precise dates TBA.
SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Marketing Director: Greg Guluzian
Social Media Manager: Trey Letson
Social Media Coordinator: Nico Doshe
Supporting Social Media
Team Members
Jackson Kilcoyne (social ad
support)

12. SOCIAL MEDIA POLICY
Social Media is something that we use in our everyday lives. We use social
media to help spread our company message, interact with customers,
share promotional information and activities.
-Provide help when its needed.
-No foul language is to be posted
-Always remember who you are representing
-Be nice to everyone
- Be excited about our brand
-Stay Positive
New Scooters 4 Less is serious about the appropriate use of social media by our
employees. Violation of this social policy may result in disciplinary action or even
termination. You may also be subject to legal action, including criminal prosecution.
Should you have any questions or concerns please speak to your Manager or anyone
on the HR team.

13. CRITICAL RESPONSE PLAN
Scenario 1 – Inappropriate Post Sent from @NS4L Facebook Page
Action Plan
1. When tweet is detected:
 Screenshot the post (Command Shift 4-Mac, Ctrl+PrtScn- Windows)
 Delete the post
 Alert Trey Letson (social media manager)
2. Trey to speak with Greg about the impact and reach of the Facebook post
3. Trey to develop appropriate follow up post, Greg to approve.
4. If the post is picked up by media, Greg to manage all direct contact with the
media.
5. Trey and Greg to speak on why the Facebook post was posted in the first
place.