Yoga Liberty Social Media Playbook
Social Audit and Key Insights/Trends
Yoga Liberty - Audit
Competitor Audit Serenity on the Square
Competitor Audit KC Yoga Center
Analysis Strengths: High engagement on Instagram, positive sentiment, some video content, good response with feature/behind-the-scenes posts Weaknesses: Profile pictures, no consistent hashtags, missing bios Opportunities: Branded storytelling, increased video content, ephemeral content, Snapchat, Twitter Threats: Other brands have a more consistent and steady voice, larger followings, community partnerships/engagement
Trends 1.Consumers want to see video content a. Consistently use short videos.
2.Social media is a source of news a. Use your accounts to engage with current cultural trends.
3.Ephemeral content a. Leverage live content on platforms to reveal the human/unpolished side of the brand. This can be done through behind-the-scenes, or instructor/student takeovers.
4.Specific voices - ex. Wendy’s Twitter a. Each platform’s voice needs to be unique and consistent
Differentiation Facebook - Primarily serves the older consumer. Acts as a modern-day yellow pages providing location, number, times, etc. Content should be simply, easy to understand and shareable. Important to engage with comments. Can also serve as a community forum.
Instagram - Photo content should be aesthetically pleasing and video content should be short. Multiple hashtags are more acceptable than other platforms. Facebook and Instagram’s promotion platforms are identical and the audience is younger and leans more towards women.
Differentiation Snapchat - The focus is primarily on ephemeral content. Users create stories that they share to their followers that live for 24 hours. Stories are broken up into 10 second pieces of photos and videos. Content should be quick and immediately engaging. Users to not expect polished content. Platforms lends itself to telling chronological stories as well as “take overs.� Audience is much younger. Twitter - Twitter is for posting quick and short content in real-time. Tweets should maximize retweets and impressions. Attach photos and engage with followers. Use 1-2 hashtags. Invite followers to participate in a conversation. Engage in current events.
Social Playbook
Key Performance Indicators Increased reach: Shoot to be on par with competitors Increased engagement: Aim for above industry standard across platforms Build a more consistent voice that leads to higher customer interaction and earned media to achieve KPIs.
Target Women Ages 18+ Target consumers are avid users of social media and most likely following influencers. They appreciate a brand with a distinct voice and personality that they believe is real and genuine.
Role of Social Media
To position the brand and it’s studio/products as a welcoming and genuine space where everyone from beginners to pros can feel relaxed, challenged, believed in and connected to.
Message To show consumers that Yoga Liberty has something to offer to all who visit and provides a home to the individual looking for a welcoming yoga community. Pillars: Individuality - Highlighting the owners, instructors and students as unique people achieving their goals through the studio. Adventure/Relaxation - Showing the relaxing yet exciting ambiance of Yoga Liberty. Community - Describing and promoting the community and the culture of the practice of yoga and the studio at Yoga Liberty.
Mood Board Individuality
Relaxation
Community
Adventure
Voice
Friendly, Positive, Personal, Organic, Laid-back, fun-loving, accepting
Recommendations Change profile and cover pictures to better represent the studio. Add bios to all platforms. Encourage customers to leave Facebook reviews. Consider adding Snapchat and Twitter accounts. Focus on engaging with consumers.
Tactics Use consistent and relevant branded hashtags. Additional use of feature content and branded storytelling. Increase ephemeral content and video content. Involve yourself with cultural/current events conversations. Participate in situational/lifestyle posts. Strategically control who you follow.
Contest/Promotion Ideas
1.For a one month span: Every customer gets one raffle ticket per friend they bring. At the end of the month one winner gets a $25 gift card on merchandise.
2.Encourage Facebook followers to share an event or a deal. Pick one sharer to get free entry or the promotion for free.
Scheduling Twitter: At least once per day with one post at 12:00 p.m. Monday through Friday post again at 5:00 pm. Facebook: One time per day at 1:00 p.m. Two times on Thursdays and Fridays at 1:00 p.m. and 3:00 p.m. Instagram: Post every day during the workweek. Post at 2:00 a.m. or 5:00 p.m. Snapchat: Any time
Sample Calendar