The document outlines Marissa Crandell's social media objectives and strategy for 2019. The social objective is to increase brand and solution awareness, leads, and time spent on the brand's website. The marketing objectives are to grow impressions by 714% year-over-year, develop thought leadership and merchant spotlight programs, and activate the CEO's Twitter and LinkedIn accounts. The strategy details tactics for increasing followers by 8% through content promotion, engaging audiences through video, improved creative assets, and community management to increase engagements by 676% year-over-year.

1. PREPARED BY MARISSA CRANDELL
Setting Social Media Goals
CREATING A STRATEGY

2. 2019 SOCIAL MEDIA OBJECTIVES
SOCIAL OBJECTIVE
To increase brand & solution awareness, leads and time spent on
the brand's website.
MARKETING
OBJECTIVES
AWARENESS
Increase Brand & Solution Awareness
SOCIAL
OBJECTIVES ACTION
Website visits, Engagements & Encourage
Lead Generation
Impressions: +714% YoY
960.9K (2018) vs. 118K (2017)
Fan Growth: +8% YoY
336 (2018) vs. 3104 (2017)
KPIS
Website Visits: ~3K
Engagements: +676% YoY
10.7K (2018) vs. 1.4K (2017)

3. 2019 SOCIAL MEDIA STRATEGY
SOCIAL OBJECTIVE
To increase brand & solution awareness, leads and time spent on
the brand's website.
MARKETING
OBJECTIVES
Grow Impressions +714%
Develop a thought-
leadership program
Leverage popular
industry hashtags in all
Twitter content
Develop a merchant
spotlight program
Activate CEO's Twitter
& Linkedin accounts
Implement social
advertising
Increase Followers +8%
Continue steady cadence
of content & social posts
Continue to promote
social channels via
emails, website &
internal communications
Optimize content for
sharability
Practice hashtag/tagging
strategy
Increase Engagements +676%
Increase video content
Improve creative assets
(optimize copy and use of
branded images & content)
Develop merchant
spotlight series
Interact more with
audience (community
management, twitter polls,
pose questions)
Continuously test new ad
units & targeting
Track ~3K social website visits
Implement URL tracking
Establish benchmarks for
web data via social
Implement re-marketing
strategies
Amplify evergreen content
Promote brand solutions
Optimize creative for
clickability