Social Media Plan 2016
Table of Contents
History & Expectations 2 Overview 3 Stats on Social Media Used by Yearbook 4 Importance of Social Media 5 How to improve on Social Media 101 6 Do’s & Don’ts 7 Time Management 8-10 Content Creation 11 Social Media Strategy 12 Recommended Sites 13-16 New Media & Trends 17 How to measure Social Media 18-19 How to Promote on a Budget 20-21
History & Expectations
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Yearbook: A local vintage business store located in the Forest Park area based on home decor and graphic design ○ Mission- “Nostalgic connections play into all relationships. Families and friends reconnect again and again through the magic of years gone by—as we all do whenever we leaf through a yearbook. Yearbook brings nostalgia to individuals through special mementos, objects and furnishings that mean even more than they appear to be resting in a room or sitting on a shelf. We are here to assist our clients in recognizing some connection, or to help them find one. Yearbook was created to offer a design resource that brings the comfort and integrity of the past together with the fresh, vital energy of today” ●
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Target Market: Ages varying from 20s-60s Demographics: Mid to higher class with an universal appeal
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Years on Social Media: 4.5 Amount of Social Media Usage: Daily
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Purpose of using Social Media: Both Personal and Business Comfortability on Social Media: 100%
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Employees: 3
Yearbook’s Expectations: ● Does Yearbook believe that their social media tools for business will increase over the next 12 months? ○ Yes ● ○
How much growth do you expect to see on your social media outlets? 1,000+ Followers
Social Media Strategic Plan Overview Mission: Strategize the social media outlets of Yearbook Studios with the intent to assist Yearbook to reach their full capacity and increase their knowledge to pacify the social media 3
experience, and to gain the most out of their online engagement with their audience, create new following, and increase the level of profit.
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Business Goals: What do we aspire to achieve? Increase profit Participating customers on company’s social media site contribute 5.6% more revenue Visit site 5% more than-nonparticipating customers Increase number of loyal customers Provide excellent customer service Increase brand awareness Drive traffic Interaction and involvement
Social Media Goals: ● Increase engagement on all social media sites ● Generate customer leads through social media Social Media Tactics: How will be accomplish our goals? ● Narrow down social media use by eliminating twitter account, and concentrate more on sites that achieve more activity ● Establish a more active page on Pinterest
Statistics on Social Media Used by Yearbook
Facebook: Joined May
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2011
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7,271 Likes as of 4/16/2016 Rate: 4.6 out of 5 Stars Last post: April 15, 2016
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Instagram: Joined November 2013 1,264 Followers as of 4/16/2016 Last Post: April 16, 2016 Pinterest: 9 boards 24 followers 52 pins
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Twitter: Joined June 2011 129 Followers as of 4/16/2016 340 Tweets Last Post: July 5th, 2015
Why use Social Media? “Social media has just started a revolution in the world of business. Now, it is not just being used by people to connect to their family and friends who may be miles away; it is also being tapped by entrepreneurs to help their business as well” ● According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business. ○ 80% directed that it increased traffic to their websites ●
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“A person needs to see a message seven to twelve times before they commit it to memory” 1 in 4 people say they use social media sites to inform themselves of the purchasing decision
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The benefits of using social media: Increase brand recognition Improve brand loyalty Higher conversion rates Increase inbound traffic Better search engine rankings Opportunity to grow business partnerships Reduce marketing expenses
How to Improve on Social Media 101
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When using social media: Be consistent Be genuine Be indulgent Listen to the customer Use URL shorteners to track and measure engagement on the company's URL Promptly respond to both good and bad comments: Always be prepared for the unexpected To establish a higher ranking say “sorry” Directly apologize as well as asking the individual to direct message you so you can follow up with them on the issue and lastly offer them a gift or store discount Know when to outsource your social media management Learn how to schedule posts in advanced Come up with a week's set of posts Establish a content calendar to keep social media content organized Have FUN! Social Media Tips: 6
Target your audience Choose your presence wisely Instagram and Pinterest are great for highly visual companies Facebook and Twitter are great for business that generate a lot of unique editorial content that can be shared via a link ● Share the correct mix of content ● Begin networking ● ● ○ ○
Do’s & Dont’s
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What social media can’t do? Deliver results overnight Guarantee Sales but it can be a great supporter for sales goals It won’t fix a brand's bad reputation or product Social media isn’t a stand-alone program; it should come alongside a company’s strategies and business objectives that already in place What social media can do? Easy way to learn about your audience This knowledge can help you cater campaigns and product offers to your target audience, which will provide you a better return on investment. Helps target audience more effectively Social networks like Facebook and Twitter have tools that allow you to communicate the right kind of content to your audience. Helps find new customers and expand your audience Social Networks like Twitter allow small business to locate their current customers or seek out potential customers. It allows you to receive instant feedback from your customer’s perspective You have instant access to positive or negative feedback, which provides you with valuable insights on the customer's perspective. Improve market intelligence and get ahead of your competitors with social media You can gain key information on your competitors. Help increase website traffic and search ranking The more social media shares you receive, the higher search ranking will be. Share content easier and faster Helps generate leads for one third of the cost Sharing gated content on social media. 7
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Create meaningful relationships with customers Dialogue between brands and customers is something traditional advertising will never achieve. Increase brand awareness Time Management
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Time Management Tips To avoid wasting time begin by prioritizing your week Proper planning will lead to improve productivity and efficiency Determine the time of day you are the most productive and which activities are the most significant. Create a daily schedule and routine
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Making a day by day routine 9am - 2pm Check social media notifications Quickly respond to any messages or tweets Check for brand mentions Send Emails 2pm - 5 pm Research articles that are relevant to share with your brand’s online community Check social media sites for any new notifications Respond to any brand mentions or comments Get caught up with any trending topics Identify any influencer to connect with 6pm - 11pm Review daily social media performance Schedule morning social messages Respond to any messages or tweets
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Content Curation Tools Scoop.it Storify Feedly TrapIt
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Social Aggregators & Management Tools ● ○ ○ ○ ■ ○
Hootsuite The ability to manage all your social networks and schedule messages for future publishing It gives you a wide scope of your social media activity Supports the following social networks: Twitter, Facebook (profile, page, group), LinkedIn (profile, page), Google+ (page), and Pinterest Pricing:
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Buffer ○ Content publishing platform, letting you publish and schedule content to social networks. ○ Supports the following social networks: ■ Twitter, Facebook (profile, page, group), Google+ (page), LinkedIn (profile, group, company), and Wordpress.
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Pricing:
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Social Helps you maintain the company’s online community by monitoring and joining social conversations Supports the following social networks: Twitter, Facebook (profile, page, group), Google+ (page), and LinkedIn (profile, group, company) Pricing:
Content Creation
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Ideas for Saving Time on Content Creation Spend about 80% of your time executing while dedicating at least 20% to planning Post about content that you’re very familiar with Actively participate on a conversation that is happening on the company's social media page Make it a team effort and allow sales staff to actively post to social media When posting think about SMART goals: Specific, measurable, accurate, realistic, and time sensitive Plan your daily projects in advance to save a ton of time Take breaks to increase your productivity “Participants who were given a 20 minute break for progressive relaxation actually boosted their productivity when they returned to work”
How to Create Content Better than your competitor’s TIP: Include content types that your competitors haven’t – things like graphics, animations and interactive content Make it simpler to read Source professional imagery Link out to reputable sites Focus on cold outreach and do it better than other people Make the URL shorter Create a better title Make it better structure, bigger font, faster, visual, and make it likable Include an image every 75-100 words Link & Hashtag out!
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Social Media Strategy ●
Have Specific Social media for Specific age groups ○ Ages 18-24: Snapchat, Vine, Tumblr ○ Ages 25-34: Snapchat, Instagram, Pinterest ○ Ages 35-44: Google+, LinkedIn, Twitter ○ Ages 45-54: LinkedIn, Facebook, Pinterest ○ Ages 65+: Facebook, LinkedIn, Pinterest ● ○ ■ ● ● ●
Recommended Target Market Ages 35-65+ Based on the Target Market we recommend that Yearbook focuses only on 3 social media sites: Facebook Pinterest Instagram
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Recommended Sites ● ○ ○
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Facebook Worldwide, there are over 1.59 billion monthly active Facebook 4.5 billion likes generated daily as of May 2013 which is a 67 percent increase from August 2012 1.04 billion people log onto Facebook daily 1.59 billion mobile active users Age 25 to 34, at 29.7% of users, is the most common age demographic. Five new profiles are created every second Resulting in potential exponential growth for audiences on Facebook Highest traffic occurs mid-week between 1 to 3 pm On Thursdays and Fridays, engagement is 18% higher. Average time spent per Facebook visit is 20 minutes. Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded What a post should have on Facebook: 1. GIVE: Offers, discounts, deals or contests that everyone can benefit from, not just one subgroup of your friends 2. ADVICE: Tips, especially about problems that everyone encounters; for example, how to get a job or how to beat the flu 3. WARN: Warnings about dangers that could affect anyone 4. AMUSE: Funny pictures and quotes, as long as they’re not offensive to any group- sometimes the humor isn’t quite as strong or edgy–it has to appeal to a general audience 5. INSPIRE: Inspirational quotes 6. AMAZE: Amazing pictures or facts 7. UNITE: A post that acts as a flag to carry and a way to brag to others about your membership in a group that’s doing pretty darned good, thank you very much.
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Facebook DO’s and DON’Ts: DO complete your Facebook Page profile DO tag other (relevant) Pages 13
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DO stay on top of News Feed updates DON’T embed links in photo captions DON’T explicitly tell people to like your posts DON’T treat tips like they’re set in stone
Instagram Instagram Instagram has 300m monthly active users 90% of Interbrand 100 Companies Now Have Instagram Accounts ○ Photos See More Average Engagement Than Videos ○ On an average day Instagram users post 70m photos and hit the ‘like’ button 2.5bn times ○ Instagram will bring in $595 million in mobile ad revenues worldwide this year, and $2.81 billion by 2017 ● ○ ○
Instagram Guide 101: 1. Showcase your merchandise ● Shoppers want to see what you have available for sale! ● Showcase Yearbook’s New “H-Line” and upcoming products 2. Exhibit your styling expertise in the real world ● Lifestyle photos are a huge hit on Instagram 3.Get shoppers engaged with a contest Running a contest or promotion on Instagram is a great way to get shoppers talking. Include details on how to participate in the contest in the caption. Don’t forget to include the promotion end date and to announce the winner once they have been selected! ● Offer free gift cards to shop at Yearbook,Raffles, Giveaways, Contests for gifts, discounts, sales 4. Go behind the scenes. Shoppers feel especially connected when they get a taste of what your everyday life is like ● Share travel photos, post videos, lifestyle, Yearbook’s upcoming collaborations, new H line, and when Yearbook hosts events 5. Let shoppers know about an upcoming sale
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2. 75% of Pinterest Usage Takes Place on Mobile Devices
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Yearbook can showcase DIY’s of how to create home decorations
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How to create and establish a strategy: Define your goals Align your goals to your social media strategy Align your SEO to your sales goals Organize assets (images, gifs, videos) Construct a platform-specific plan
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Board Strategy: Everyday is a new day Have specific posts for every day of the week Examples: Sunday- Sunday Funday Add lifestyle, travel, etc Monday- Motivational Monday Add quotes that inspire your audience Tuesday- Yearbook related products New launches, products, lines, etc Wednesday- DIY Pin home decor DIY Upload a DIY creation from Yearbook Thursday- Trendy Thursday Pin and post about new trends in home decor, interior, design, and art Friday- Frugal Friday$ Post about sales, promotions, free giveaways, raffles, contests,etc Saturday- Home Interior Showcase ways to decorate one’s home from living room, kitchen, room, etc Make it a guide for audience Incorporate prices and easy for customers to buy what’s listed
93% of Pinners Shopped Online in the Past Six Months The Number of People Who See Your Pins Is Greater Than Your Number of Followers Pins With Prices Get 36% More Likes Than Those Without Images Without Faces Receive 23% More Repins The Words “DIY,” “Cup,” and “Recipe,” Resonate Most
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Brands need to consider reasons people pin things before they launch their initial boards and then continue to build them out ● Group boards into their specific category ○ Ex: Yearbook’s activities, projects, interests,Home Decor, New Products, and inspiration ● Organization is key ●
How to engage your audience on Pinterest: ● Focus on your audience ● Pin 15 to 30 times a day Keep 100 to 200 characters as the perfect description length Post colorful and brightened pictures ● 2PM to 4PM and 8PM to 1AM are the best times to pin ● ●
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Questions to Ask About your Pinterest Content: Does my picture feed the consumer dream? Did I give my boards clever, creative titles? Have I included a price when appropriate Does every photo include a hyperlink? Could this pin double as an ad or act as an accompanying photo to an article featured in a topflight magazine? Is this image easily categorized so people don’t have to think too hard about where to repin it on their boards?
New Social Media Sites & Trends New Media: Periscope Site where one can Broadcast live & could be used for special occasions such as events that Yearbook has Peach Site where there’s a combination of Facebook, Path, Slack, Snapchat and Tumblr all rolled into one Wanelo Site where one can shop online and have more of a visual of the product
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New Trends: 1. Social Shopping ● You can buy stuff straight from your News Feed! ● This is already in the works in some moderate ways, on sites like Pinterest, Instagram, and Facebook ●
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Pinterest has a “Buy It” option on iPhone, iPad, and Android devices, where you can buy Pinned products directly from Pinterest. Available products have a blue “Buy It” button next to the standard red “Pin It” button Social Media at work Facebook at Work, announced last year, seeks to carve out a work-specific social media zone for coworkers to communicate with one another Messaging and chat apps A way to reach people who aren’t checking their feeds
How to Measure Social Media
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What is Social Media ROI? What your company is getting back from the time, money and resources you’re putting toward social media marketing. You should know: How much money is going into your social media marketing efforts How much money your social media goals are worth
Why measuring ROI is important? You’ll see where you can improve your efforts. ● Be able to decide which social media channels are bringing in the most revenue for you. ●
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Note how specific changes impact your social media goals. Defining Your Goals Goals should be quantifiable and linked to a specific campaign. Examples: Email list sign-ups Contact form inquiries Purchases Social media actions like social shares and followers are nice to track but they shouldn’t be your main goals. In order to get the most accurate number, you really want to set your goals based on actions that convert a casual browser to a lead, and ultimately a paying customer. How to Track and Measure Your Goals Profit Increase Incremental Sales Value of a Like Value your Facebook likes http://valueofalike.com Increase number of loyal customers Number of Active Followers or Engagement Rate and Customer Retention Track active followers each week Engagement Rate: Daily Engagement Rate: Number of people actively engaged that day / total reach for that specific day Customer Retention: how much information the customer is taking in Social Media Scorecard It calculates the Net Sentiment for the Brand. Places a score on the sentiments of the conversation happening on all social media sites. Calculate the number of positive, neutral, and negative conversations happening on all social media sites each month. Equation: Positive + Neutral - Negative Conversations = Net Sentiment Equation: Net Sentiment / Total Conversations It establishes the SIM Score or percentage of Net Sentiment Number of Fans and Followers 5 measures to use: Spending, Loyalty, Recommendations, Earned Media Value, and Cost offset of fan acquisition. Conversion Rate Track the number of people who redeem a deal post from social media, ask them to display the post to receive a percentage off. Example: 18
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10 people redeemed / 20 people who viewed the post = 50% conversion rate During the checkout process ask customers about how they discovered Yearbook. Track how people say social media throughout the day.
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How to Promote on a Budget
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Marketing Strategies Plan your attack Define who your best prospects are and then determine the best way to reach them. Set up a listing for your business in a search engine local directories Google and Bing offer free listing for local business Prominent Online Spots Set up your business on social media platforms Sign up for an email service Sales letters Promotions Newsletters Network with others who are doing the same type of work you are in Give product demonstrations Contests/Giveaways Set up an Ad Campaign
Google Alerts ● Allows you to set up alerts based on keywords which can be emailed to you at various points throughout the day. ● Receive alerts on updates from products, news and competitors. ● Searches the web for news and updates. Hootsuite/TweetDeck ● Display tools that consolidate and manage all your social media accounts. ● Convenient way to spot what is being discussed as well as giving the opportunity to reply immediately. Klout ● Both website and mobile app that uses social media analytics to rank its users according to online social influence via the “Klout Score”. ● Measures the size of a user’s social media network and correlates the content created to measure how other users interact with the account. ● It can help discover if Yearbook’s influence is growing or declining after a post. Facebook Insights: ● Provides informational insights about your Page’s performance. ● Displays demographic data about your audience
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Let’s you see how people are discovering and responding to your posts.
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Resources & Notes: 1. http://www.socialmediatoday.com/marketing/how-create-content-10x-better-your-
competitors-infographic 2. http://www.siegemedia.com/strategy/increase-website-traffic 3. http://socialmediaweek.org/blog/2015/04/9-major-social-networks-age/ 4. https://zephoria.com/top-15-valuable-facebook-statistics/ 5. https://econsultancy.com/blog/65939-20-instagram-stats-marketers-need-to-know/ 6. http://simplymeasured.com/blog/5-instagram-stats-you-should-pay-attention-tonow/#sm.0000m6hurc86pe03t731d9kt2mrgh 7. https://blog.hootsuite.com/instagram-statistics-for-business/ 8. http://thenextweb.com/socialmedia/2016/04/09/3-soon-social-media-trends-can-profit/#gref . 9. http://sproutsocial.com/insights/pinterest-statistics/ 10. http://www.pcadvisor.co.uk/feature/social-networks/7-new-social-media-apps-that-couldbe-big-in-2016-3587091/ 11. http://socialmarketingwriting.com/19-pinterest-statistics-you-probably-dont-know-butshould-infographic/ Note: Please feel free to contact Abigail Romo and Daisy Patino with any questions in regards with the social media proposal: romoabig@my.dom.edu patidais@my.dom.edu
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