Pearls & Paint Designs Social Media Strategy

1. Presentation By: Kenzie Kitchen
Date: February 19th, 2017

2. Table of Contents
1. Executive Summary, February 2017
2. Social Media Audit
a. Social Media Assessment, February 2017
b. Web Traffic Sources Assessment, February 14th, 2017-February 19th,2017
c. Audience Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibility
8. Social Media Policy
9. Critical response Plan
10.Measurement & Reporting Results, February 4th, 2017-February
19th,2017

3. Executive Summary
Pearls & Paint Design’s biggest social media priority for
2017 is growing their online following.
Social Strategies:
1. Increase the amount of content posted to at least a
daily post.
2. Share more relatable content in order to engage more
with social media audience.

4. Social Media Audit
The four following slides are all an audit of Pearls & Paint
Designs’ social media presence to date. This includes all
social networks, web traffic, audience demographics, and a
competitor analysis

5. Social Media Audit:
Social Media Assessment
Assessment Summary: Currently, Facebook is the only social media platform
used by Pearls & Paint Designs, and the average engagement rate is 28%.

6. Social Media Audit:
Website Traffic Sources Assessment
Traffic Summary: With Facebook currently being the only form of social
media for this site, it seems to be a good beginning volume of unique visits.
However, I hope to get the % of Overall Traffic & Conversion Rate up
significantly in the future.

7. Social Media Audit:
Audience Demographics Assessment
Audience Demographics Summary: These results were pulled from both Facebook
Insights and responses to a personal survey I sent out to all of my followers on
February 13th,2016 (28 responses). Clearly the overwhelming majority of my audience
are females in the 18-24 age range. Facebook and Instagram are their core social
networks, which shows me that I should look into creating a Pearls & Paint Instagram
account..

8. Social Media Audit:
Competitor Assessment
Competitor Assessment: The above analysis focuses on my three biggest
competitors with a strong social presence on Facebook and Instagram. High
quality photos and online persona set these competitors ahead. However, there is
room for improvement in the frequency of posts for these competitors, as well as
diversity of posts.

9. Social Media Objectives
In 2017, the primary focus of Pearls & Paint Designs’ social
media strategy will be to drive more traffic to my soon to be
launched Etsy shop, through my social media content. In
order to achieve this, I will need to create more social
media accounts on other platforms to increase my visibility.
I also will need to build deeper relationships with my
followers in order to encourage them to become future
customers of my designs.

10. Social Media Objectives:
Demographics

11. KPIs:
• Quantitative:
• Number of visitors to sight from Facebook
• Number of followers on Facebook
• Number of statuses, photos, and videos uploaded to Facebook each week
• Qualitative:
• Sentiment analysis
• Quality of conversations in comments with followers
• Quality of conversations had in messages with followers
• Key Messages:
• Combining passions to form beautiful Designs
• Follow the journey

12. Online Brand Persona &
Voice
• Adjectives that describe our brand:
• Colorful
• Fun
• Inspiring
• Original
• When Interacting with customers we are:
• Helpful
• Encouraging
• Thankful

13. Examples of Interactions
with Followers

14. Strategies & Tools
• Paid:
On each Friday, I should boost my most popular organic Facebook posts for the
upcoming weekend. The post will need to have a minimum organic reach of 75, and
a minimum of 5 likes or 3 comments.
• Owned:
Introduce the use of #SundayPaintDay to include on all of my Sunday posts.
Sundays are a very big day for my site, and therefore I should include this hashtag
with all of my designs posted on this day. I can encourage my users to use the
hashtag as well, and do a shoutout and repost of a user’s work that they
hashtaged.
• Earned:
Monitor social media sites for keywords such as: bible journaling, painting, art
inspiration, scripture journaling, exc. Offer free customized prints in exchange for
shout outs from social media influencers. Also, partner with other artists in the
Bible Journaling Community to gain followers and exposure across different
audiences and platforms.

15. Strategies & Tools:
Tools
• Approved Tools:
o Hootsuite
o Buffer
• Rejected Tools:
o None
• Existing Subscriptions/Licenses:
o Vimeo
o Boomerang
o Photoshop

16. Timing & Key Dates
• Key Dates:
o Good Friday, April 14th, 2017
o Easter, April 16th, 2017
o Christmas
• Internal Events:
o Small Business Saturday, November 25th, 2017
• Lead Times:
o Post Mon, Wed, Fri, Sat @ 8am
o Post Sun, Tue, Thr @8pm
o Create content the day before and schedule posts on Buffer
• Reporting Dates:
o Reporting dates will occur once a quarter starting in March. Precise Dates TBA

17. Social Media Roles &
Responsibilities
• Social Media Director: Kenzie Kitchen
o Responsibilities: Edit all posts and content before publishing.
• Social Media Manager: Kenzie Kitchen
o Responsibilities: Reply to all comments in a friendly and helpful manor.
• Social Media Coordinator: Kenzie Kitchen
o Responsibilities: Scheduling social media posts.

18. Social Media Policy
We at Pearls & Paint Designs take great pride in producing
original designs that spread happiness and inspire others to
create. As an employee of Pearls & Paint Designs you are
representing our brand and are therefore expected to abide by
the following guidelines:
• Be respectful of all opinions and feedback
• Never use profanity when interacting with followers or
customers
• Answer EVERY question, there’s no such thing as a dumb
question here
• If you don’t know the answer to a question, tell the client you
will research the answer and get back to them
• Treat everyone with kindness

19. Critical Response Plan
• Scenario 1 – Suspected hacking (Inappropriate Post)
Action Plan:
• Take a screenshot
• Delete inappropriate content as a preaution
• Alert Kenzie Kitchen (Owner), by calling (813)463-3242
• Kenzie will then create a status to explain the inappropriate
• Kenzie will instruct you on how best to upload the approved post
Preapproved Message: “Pearls & Paint Designs is looking into a possible hacking situation on
our site. Please disregard any inappropriate content posted.”
• Scenario 2 – Inappropriate Customer Comment
Action Plan:
• Apologize to the customer for their dissatisfaction
• Let customer know that the Owner will be in touch with them
• Alert Kenzie Kitchen (Owner) of problem
• Kenzie will address the customer’s concerns on whatever platform they used to voice
them
• Kenzie may instruct you to block the customer if their comments become unsafe for the
Pearls & Paint Designs community
Preapproved Message: “I’m so sorry to hear of your dissatisfaction with Pearls & Paint
Designs. We take our customer’s concerns very seriously. I will notify our owner of your
concerns and have her contact you right away.”

20. Critical Response Plan:
Contact Information

21. Measurement &
Reporting Results
• Quantitative KPIs:
Reporting Period: 2 weeks
Data as of February 19th, 2016
• Social Network Data:
Timeframe: February 4th, 2017-February 19th,2017

22. Measurement &
Reporting Results
• Website Traffic Data:
Timeframe: February 4th, 2017-February 19th,2017
Results Assessment: Our follower count saw an 11%growth in followers
and a 10% growth in unique views. Our posts have also increased by a
shocking 400%! The content was of great quality and our audience
responded to it well with shares, likes and comments.

23. Measurement &
Reporting Results
• Qualitative KPIS:
o An abundance of positive comments from followers. Also, lots of anticipation for
future Shout outs.
o No negative feedback has been given yet on my site.
• Sentiment Analysis:
o Follow through with #SundayPaintDay initiative, and give more shout-outs.
o Create a Linkedin account for Pearls & Paint Designs and post a mission
statement.
o Create an Instagram account
o Consider creating a Twitter for Pearls & Paint Designs