Emily Zeck's brand strategy for 2017 focuses on growing her Instagram following through more frequent, higher quality posts including more singing videos and live streams. Her key objectives are to increase Instagram engagement by 3k and followers by 3k in 3 months. She will work towards these objectives by posting daily on Instagram, using hashtags and live streams, and driving traffic from Instagram to other platforms like Facebook. Measurement of her progress will occur quarterly.

1. Brand Strategy 2017:
That Pineapple Girl
By Owner/ Social Media Manager Emily Zeck

2. 1. Executive Summary
2. Social Media Audit (measure on July 1, 2017)
a. Social Media Assessment
b. Demographics
c. Demographics Assessment
d. Competitors
e. Competitors Assessment
3. Social Media Objectives
a. KPI’s and Key Messages
4. Online Brand Persona/ Voice
a. Examples
5. Strategies and Tools
a. List of Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
a. Summary of Measurement and Reporting Results
Table of Contents

3. 1: Executive Summary
• My major social media priorities in 2017 is continuing to grow my
Instagram following, and using that following to boost my other
social media pages.
• My main focus will be to increase traffic and engagement by posting
more regularly, including more singing videos, and doing more Live
streams.
• Two major social strategies will support this objective:
• A plan to increase the quantity and quality of my social media
posts.
• Use engagement-growing tools like Live streams, hashtags, and
knowledge of my demographic to increase my following.

4. Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate/Reach
Twitter https://twitter.com/
emilyzeck
17.4k 3 posts per
week
2.5K
engagement
Instagram https://www.instagra
m.com/thatpineapple
girl/
355k 6 posts per
week
19k
engagement/
118k Reach
Facebook https://www.facebo
ok.com/emilyzeckm
usic /
2.2k 1 posts per
week
190
engagement/
1350 reach
2: Social Media Audit
Measure on July 1, 2017

5. 2a: Social Media Audit
Social Media Assessment:
At July 1, 2017, the highest number of engagement and reach
per post occurs on Instagram
Little to no interactions occur on Facebook and increasing
those numbers should be a goal for this brand strategy

6. Social
Network
Age
Distribution
Gender
Distribution
Primary
Need
Secondary
Need
Twitter 13-17: 60%
18-24: 40%
60% female
40% male
Lifestyle
“goals”
photos
Relatable
thoughts
Instagram 13-17: 10%
18-24: 70%
25-34: 20%
53% female
47% male
Health/Lifest
yle/ “goals”
photos
Singing
videos
Facebook 18-24: 60%
25-34: 30%
26% female
74% male
News about
my music
Lifestyle
posts
2b: Social Media Audit

7. 2c: Social Media Audit
Audience Demographics Summary:
My twitter followers mostly fall within the 13-17 age group,
where as my Instagram and Facebook followers fall in the 18-
24 and 25-34 age group. My Twitter and Instagram are female-
dominant, and my Facebook is strongly male-dominant.
Lifestyle, Health, Singing, and Career moves are among my
followers’ biggest interests.
Energies should
be dedicated to increase my female following on Facebook.

8. Competitor
Name on
Instagram
(Main Social
Platform)
Social Media
Profile
Strengths Weaknesses URL
Vivian Hicks:
Instagram
@Vivianhicksofficial Regular posts/
good
engagement
Not enough
variety between
singing/ lifestyle
https://www.instagra
m.com/vivianhicksoffi
cial/
Avonlea @Avonleamusic Fantastic singing
posts, tons of
comments
Lifestyle posts
have poor
engagement
https://www.instagra
m.com/avonleamusic/
Anna Cee @annaclendening Posts regularly/
good
engagement
Not focused on
her audience as
much as she is
on herself
https://www.instagr
am.com/annaclende
ning/
2d: Social Media Audit

9. 2e: Social Media Audit
Competitor Assessment Summary:
The above analysis focused on three major competitors with a strong social
presence on Instagram, specifically (Instagram is my biggest platform, so I
am focusing on Instagram).
Regular and good quality singing videos a major driver of engagement with
their audiences.
Areas where the competition has room for
improvement is centered around lack of variety between singing and lifestyle
posts.

10. 3: Social Media Objectives
My major social media priorities in 2017 is continuing to grow my
Instagram following, and using that following to boost my other social
media pages, especially Facebook.
In order to do so, my social media priorities will be increasing my
engagement by posting more regularly on all of my socials, and adding
more singing videos.
Some specific objectives include:
1. Increase engagement on Instagram by 3k in the next 3 months by:
• posting every single day
• increasing the amount of singing videos on all platforms
2. Increase Instagram followers by 3000 in 3 months.
• Use brand-related hashtags
• Engage with my followers
• Live streams

11. 3a: Social Media Objectives
KPIs
• Number of Instagram followers
• Number of weekly photo and video posts to all social media
platforms, especially Instagram
• Engagement on daily posts
Key Messages
• Bringing the beach to you, one song at a time
• Self LOVE
• Love the life you live

12. 4: Online Brand Persona and Voice
Adjectives that describe my brand:
• Self Love
• Spirituality
• Tropical
• Musical
When interacting with Followers I am:
• Loving / Sympathetic
• Open-minded
• Friendly / Casual

13. 4a: Online Brand Persona and Voice

14. 5: Strategies and Tools
Paid:
Once every other week, boost singing videos on Instagram and one post on Facebook
Owned:
Use hashtags relevant to singers on videos: #singing #cover #musician #talent
Use hashtags on photos relevant to the content: #tropical #health #selflove #beach
Use the Live video features on all social platforms at least once a week for 15 minutes
Earned:
Monitor Facebook/Twitter for key words like: That Pineapple Girl, Singer, Pineapples,
Emily Zeck, Song Cover
Partner with large music-sharing pages like: Hot Vocals, Trending, OMG Voices
Partner with Lifestyle and Beach brands

15. 5a: Strategies and Tools
Approved Tools
Hootsuite
Iconosquare
Social Blue Book
Rejected Tools
N/A
Existing Subscriptions/Licenses
Youtube
Photoshop

16. 6: Timing and Key Dates
Holiday Dates
Valentine’s Day: Love-related post
Halloween: Costume post
Thanksgiving: What I’m thankful for post
Christmas: Santa hat post
New Years: Resolutions/ Party
Reporting Dates
Reporting will occur every Quarter of the year

17. 7: Social Media Roles and
Responsibilities
Completely run by brand owner:
Me, Emily Zeck

18. 8: Social Media Policy
In today’s world, it seems like we spend more time interacting
with people online than we do in person. That being said, it’s
important to treat online environment much like you would treat
real-world interactions. To be sure I engage appropriately, I will
follow these simple guidelines:
Be compassionate and sympathetic
• Always kill people with kindness. The one’s who least
deserve it, sometimes need it most.
• Be respectful with the content I post
• Be polite, not rude or insensitive
• Be a friend and a role model, not a celebrity
• Be a shoulder to lean on
• Strive to inspire others

19. 9: Critical Response Plan
Scenario 1 – Inappropriate Instagram post sent accidentally on
@ThatPineappleGirl page
1. When I realize that I posted the wrong photo or that somebody
has taken my phone and posted the wrong photo:
1. Take screenshot
2. Delete Photo
2. I I accidentally posted it, make sure I reread my brand mission and
goals, and ensure that I will be way more cautious when using my
biggest social media platform.
3. If someone else has posted the photo using my phone, sit them
down and have a serious conversation, letting them know that what
they did was extremely unacceptable and put my brand at major risk.
4. If media has picked up the photo, immediately contact media
organizations to discuss options.

20. Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Twitter https://twitter.com/
emilyzeck
17.7k (up
300)
5 posts per
week
2.9K
engagement
(up 400)
Instagram https://www.instagra
m.com/thatpineapple
girl/
358k (up 3k) 7 posts per
week
21k
engagement
(up 2k) /121k
Reach (up 4k)
Facebook https://www.faceb
ook.com/emilyzeck
music /
2.35k (up
150)
3 posts per
week
225
engagement
(up 305)/ 1500
reach (up 150)
10: Measurement and Reporting Results
As of October 1, 2017

21. 10a: Measurement and Reporting Results
My Instagram following has grown 3k followers in the past 3 months, and my
engagement and reach also increased by 2k and 4k, respectively. I also upped my
posting to 7 times per week.
Although my Facebook page did not grow significantly, only a few hundred in
following, engagement, and reach, I believe it’s a step in the right direction. As I
continue to grow my main social media page, Instagram, I will continue to drive more
traffic towards my Facebook. I also upped my Facebook posting from 1 to 3 times per
week.
A key tactic to this growth was the increase in quality and quantity of content I
posted. I posted more regularly, and I made use of the Live Stream tool on my social
media, driving more conversation on my page. My use of music/lifestyle related
hashtags like the ones I mentioned earlier in this presentation helped tremendously
in driving traffic to my videos and photos.
I will continue to post more regularly, use Live Streaming, and use hashtags.