1. O Melhor de Los Angeles!
(The Best of Los Angeles)
Website
with
*ps
and
advice
about
Los
Angeles,
in
a
view
of
an
exchange
student.
Victória
Edelstein
2.
3. WHAT
HOW
WHY
What
–
A
website
about
Los
Angeles,
with
calendar,
news,
places
to
visit
and
eat,
*p
of
the
day
–
everything
in
Portuguese.
How
–
Visi*ng
new
places,
being
in
touch
with
new
cultures
and
people,
taking
pictures,
recording
videos
and
wri*ng
my
opinion.
Why
–
It
is
easier
to
have
someone
just
like
you
giving
*ps
and
opinion
about
Los
Angeles.
4. Persona
Amanda
has
21
years
old,
she
is
Brazilian,
s*ll
in
college.
Her
hobbies
are
travelling,
watching
movies,
hanging
out
with
friends,
find
new
places
and
cultures.
She
really
enjoy
social
media
and
she
is
always
looking
for
new
websites
and
blogs.
One
of
her
addic*ons
is
to
shop
online.
One
of
her
favorites
countries
is
US;
she
has
already
traveled
to
some
ci*es
as
New
York,
Miami
and
Orlando,
however
she
is
expec*ng
to
go
to
Los
Angeles,
as
she
loves
going
to
the
beach,
shopping,
movies
and
celebri*es.
She
believes
she
can
find
her
self
in
this
city.
As
she
is
young,
she
looks
for
help
from
someone
that
has
almost
the
same
age
of
her,
so
she
can
follow
some
*ps
like
where
to
eat,
where
she
can
find
celebri*es,
and
what
are
the
events
happening
while
she
is
there.
5. Smart Objectives • Website
-‐
Acquire
200
views
per
day
by
the
end
of
2015
Tactics • Website
–
posts,
pictures,
videos,
*ps,
calendar,
experience
stories.
• Instagram
–
post
pictures
of
places,
restaurants,
events
–
always
using
the
website
link
• TwiXer
–
posts
with
*ps,
pictures
and
link
to
the
post
on
the
website
• Facebook
–
pictures
and
videos,
post
and
always
a
link
to
the
website.
• YouTube
–
videos
of
different
places
• E-‐marke*ng
KPIs per Tactic • Website
–
number
of
views
(Google
Analy*cs)
• Instagram
–
number
of
likes,
followers
and
comments
• TwiXer
–
number
of
followers,
retweets
and
replies
(Twilert)
• Facebook
–
number
of
followers,
likes,
comments,
• YouTube
–
number
of
followers
and
likes/dislikes
• E-‐marke*ng
–
replies
Target per Tactic • Website
–
200
views
per
day
• Instagram
–
40
likes
per
pictures,
5
new
followers
per
day.
50
clicks
per
post
• TwiXer
–
5
retweets,
15
men*ons,
30
new
followers
per
week.
60
clicks
per
post
• Facebook
–
25
new
followers
per
week,
15
likes
per
picture/video,
50
clicks
per
post.
• YouTube
–
300
views
per
video.
10
clicks
per
post
6. Content
Criteria
Does
It
create
value?
–
is
it
relevant
to
this
pla4orm’s
culture?
–
is
it
7mely?
It
is
useful,
helpful
and
interes*ng
>
it
is
relevant
for
young
people
that
use
social
media
and
search
for
everything
>
it
is
*mely,
posts
are
always
new
and
people
try
to
find
help
in
the
internet
to
already
know
what
they
should
do
7. Content
Pillars
Pillar
1
Event
Calendar
Pillar
2
Restaurants/food
Pillar
3
Places
to
visit
Pillar
4
Tip
of
the
day
Full
calendar
with
events,
concerts,
games,
premiers,
etc.
List
of
restaurants,
with
pictures,
reviews,
prices.
What
typical
food
they
should
eat.
A
lot
of
different
places
to
visit,
with
review,
pictures
and
video
to
give
and
idea
to
the
reader.
Post
with
different
kinds
of
*ps
to
help
people
in
LA,
as
prices,
parking,
discounts,
etc.
8. Content
Strategy
Content
Pillars
THEM
–
Brand
Essence
YOU
(POV)
Execu*on
Event
Calendar
Curator
Filtering
Crea*ng
a
full
calendar
of
famous
events
happening
in
Los
Angeles
Restaurants/food
Useful
and
Prac*cal
Expert
Review
of
restaurant
already
tried,
with
pictures
and
address
Places
to
visit
Ideas
and
Helpful
Insider
and
Local
All
kind
of
interes*ng
places
to
visit
in
LA,
with
pictures
and
videos
Tip
of
the
day
Helpful
and
Prac*cal
Helpmate
Every
new
thing
discovered
that
can
be
helpful
will
be
posted
10. Content
Plan
Channel
FACEBOOK
Channel
TWITTER
Channel
INSTAGRAM
Channel
YouTube
Channel
WEBSITE
Monday
Where
should
I
go
Tip
of
the
Day
Link
to
website
post
Place
of
the
day
Post
Tuesday
Post
of
the
website
Link
to
website
post
Place
of
the
day
Post
Wednesday
Post
of
the
website
Tip
of
the
Day
Link
to
website
post
Place
to
eat
Post
Thursday
What
should
I
see
Link
to
website
post
Place
of
the
day
Post
Friday
Post
of
the
website
Tip
of
the
Day
Link
to
website
post
Place
of
the
day
Post
Saturday
Post
of
the
website
Link
to
website
post
Place
of
the
day
Post
Sunday
Post
of
the
website
Link
to
website
post
Place
to
eat
Video
of
the
week/new
place
Post
11. Example
of
one
Tweet.
Tip
of
the
Day
with
Link
to
Website
13. MODERATION
&
ESCALATION
Comment
Positive
Negative
Acknowledge
like
reply
low
high
reply
publicly,
with
referral
to
F.A.Q
Reply
publicly,
with
steps
to
address
immediately
Request
private
message
(ESCALATE
IF
NECESSARY)
NOTIFY
MANAGER.
