The document provides a social media strategy for Olga Camargo. The goals are to increase followers on Twitter and connections on LinkedIn, and make the Olga brand well-known. The strategy outlines guidelines for an informative, approachable, and personal voice on social media to educate and engage audiences in the financial industry. It includes sample posts, content pillars, and platforms for Twitter and LinkedIn. The execution plan suggests connecting with influencers, creating quality content, using hashtags, and leveraging other social accounts. Topics of content and a sample calendar are also included, along with a template for social media measurement.

1. Social Strategy
For
Olga Camargo

2. Social Media Goals
• To increase more followers on Twitter minimum at
10 people a week for the first period (first few
weeks)
• To generate more quality connections on Linkedin
• To make Olga brand well-known

3. Social Media Voice and Guidelines
Voice Language Purpose
Informative
Often sharing industry-related
content; facts, personal ideas or
comments, and updated
news/articles
Approachable
Friendly and genuine
First-Person
Personal and engaging
connection.
Personal
Provide my own
thoughts/feelings/experiences.
Authentic
Straightforward and honest
approach
Styled
Not boring, flexible and up-to-
date but professional
Connect
Start a conversation with
acquaintances or new
contacts.
Educate
To make target audience
think they learn something
when they come to the sites.
Engage
Strengthen my relationship
with my connections, while
welcoming new ones.

4. Audience
Primary Targets – Treasurers, Business owners, Financial Chairs, CO, CFO, COO in
related industry
Secondary Targets – Individuals who would find info posted meaningful
Sample Posts:
#Retirement is right next door. Hands up if you don't know what is #401K?
Folks-join @optionmonster+7 other fearless women at this free interesting
event. https://t.co/ojxkl9C8vZ #women #wealthcreation #empowerment
Be ready to check out my article about #women and #wealthcreation coming
out tomorrow. Now or never!

5. • Purpose: Create an enjoyable and informative social experience for the
brand community to engage and connect directly with Olga brand on a
deeper/personal level.
• Brand Social Personality: AUTHENTIC/INSPRATIONAL/PROFESSIONAL/
VALUE-DRIVEN
• Brand social Voice: Draft posts in the first-person plural (I, we, us, our) to
create a deeper and more direct connection with the community.
Providing professional but approachable kind of voice.
• Content Criteria: Develop content plan with a defined mix of financial
literacy, retirement saving, fiduciary, wealth creation related content ( see
more details in recommended content pillars) . Posts should be
conversational and upbeat. Content should be interesting unlike anywhere
else.
• Format: Story / Multi-media (photos, video) /Links
• Frequency: Twitter – original post once a day at 12 PM/ 2 posts a day
occasionally.
Social media framework

6. Social content pillars
Original posts
(from my own
experience or
reliable
sources, e.g.
financial sites)
50%
Retweeted
posts from
industrial
influencers
Inspiration
15%
Miscella-
Neous
5%
Promoting
personal work
10%
Original posts– 50% / Retweeted posts-20% / Promoting personal work (seminar/articles, etc.)-
10%/ Inspiration (motivational phases/images)-10%/ Miscellaneous (daily things, e.g. weather,
global news, travellings or other enjoyable things)- 5%

7. 7
Twitter Channel Strategy
• Create and retweet content related to the
industry and encourage to have the
conversation related to such things
Site Role
• To make people have a connection with
Olga brand and bring up traffic among
community
Purpose
• Conduct 1-2 tweets a day with a focus on
break time such as during lunch
• Posts during weekends can also be done
Timeline

8. 8
Linkedin Channel Strategy
• A professional site that showcases my
profile and work experience to represent
myself to my network and particularly to
professionals in the field of finance.
Site Role
• To attract and connect with my
professional networkPurpose
• Content to be updated if need be
• Content linked to TwitterTimeline

9. Execution
Make a connection with well-known people in the industry via Twitter and LinkedIn
• Follow influencers within industry- look what they have done and use them as a guideline,
look who they are following and see if we should follow those people too.
Create quality content
• Create original content, Share content such as articles/ newsletter from reliable sources
such as The Morning Pulse, AARP.org, MyMoney.gov, Investopedia, About.com, etc., and
retweet posts from people in the industry, also post inspirational clips from Ted Talk, etc.
Use trending hashtag
• Be creative with the hashtag. Does not have to be solid to the field. Take advantage of daily
trending hashtag.
Leverage exposure through other social accounts
• Post the your article from Nueva Latina Blog on Twitter, LinkedIn, and Facebook. Redirect people
to the original link. Creates many arms for your content using 3 channels; Twitter, LinkedIn, and
Facebook!

10. Josh Brown
NYC, Long Island
Twitter account: @reformedbroker
Bio says he is Chairman of the Twitter Federal Reserve Author of 'Clash of the
Financial Pundits', star of CNBC's The Halftime Report, CEO of Ritholtz Wealth
Management
Tweets: 97.3K
Followers: 129K
Following: 3,234
Why to follow and engage: He posts quality content multiple times a day. He
shares useful news and articles a lot.
Sample posts: The ROI on $82 million in Jeb Bush campaign money is zero.
Better off making charitable donations.http://www.businessinsider.com/r-
campaigning-in-style-how-jeb-bush-blew-through-his-warchest-2016-1 …
Info captured: 1/28/2016
Influencer Connection Plan

11. Jeff Rose
Carbondale, IL
Twitter account: @jjeffrose
Bio says he is Jesus & family lover, financial planner, Combat Veteran, Book:
Soldier of Finance,@forbes contributor, In-N-Out Burger & Crossfit junkie,
Hubby to @houseofrose
Tweets: 15.7K
Followers: 23.3K
Following: 7,698
Why to follow and engage: He posts financial tips that are easy to understand
and follow a lot. He has many beautiful images posted related to industry.
Sample posts:
Info captured: 1/28/2016

12. Topics of Content
• 401K
• Establishing Retirement Program
• Fiduciary Responsibility For Employers
• Cultural Financial Literacy
• Women And Wealth Creation
• Retirement Saving Crisis
• Illinois Secure Choice Program

13. Sample Calendar (Feb1-
5)No DateTime Platform Topic Add Proposed Copy
1
Feb
1 9.00 Twitter Say Hi link
Happy working Monday everyone! Be prepared for any awesomeness occurred
from now on!
2
Feb
1
12.0
0 Twiiter 401K link
#Retirement is right next door. Hands up if you don't know what is #401K?
http://www.investopedia.com/articles/retirement/08/401k-info.asp
3
Feb
2
12.0
0 Twitter
Financial
literacy link
It is time to shape up #financialliteracy in this country. Check out 5 easy steps to start.
http://money.usnews.com/money/blogs/alpha-consumer/2014/08/07/5-things-to-
know-about-financial-literacy
4 Feb
3
12.0
0
Twitter Retirem
ent
Saving
Crisis
Image Do you know that 3 in 4 Americans have less than 30,000 saved in their retirement
account?
5 Feb
4
12.0
0
Twitter Retirem
ent
Saving
Crisis
text-onlyHere are some rules of thump to save. 1..2…3 (come up with your own tips)
6 Feb
5
12.0
0
Twitter Retirem
ent
Program
link Have you taken care your #grandparents with #retirementplan?
#happynationalgrandparentsday

14. Social Media Measurement Template
FEBRUARY 2016
Week 1 Week 2 Week 3 Week 4
Twitter
Followers:
Highest favs:
Ave favs:
Highest retweets:
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Followers:
Highest favs:
Ave favs:
Highest retweets:
Ave retweets:
Followers:
Highest favs:
Ave favs:
Highest retweets:
Ave retweets:
Followers:
Highest favs:
Ave favs:
Highest retweets:
Ave retweets: