Social Strategy
& Approach
Platform Preference
Whilst all social platforms carry significant weight and importance, the following three would be my initial focus
Instagram is a platform that can build brand awareness as well as a helpful tool for new product launches to gain traction. With Instagrams growing “Shopping” feature it’s essential to utilize the channel for growth and conversion.
TikTok
With Gen-Z rapidly dictating trends, it’s important establish a connection with a valuable demographic. TikTok allows the opportunity to promote the brand authentically and organically to capture leads.
Pinterest provides a great network to connect with audiences from both a D2C or B2B approach. The platform also fulfiills the objectives to raise brand awareness and build community.
KPI s Per Channel
KPIs should measure the success of a social campaign or effort. The job can be tracked within the respective social network or by utilizing a tool like Hootsuite or Sprout to track performance for all accounts in a single dashboard.
I have experience using a majority of social analysis and am able to flex to whatever system I am in.
My Goal
To identify target KPIs would start by discussing the most meaningful metrics to a brand for both long term success and the short term. From CPC, CTR, to Likes, Views, Growth Rate and more, the possibility for social analysis is vast and optimally all utilized to help guide decisions and determine success. I believe the following KPIs provide the most valuable insight.
Conversion Rate
Finding the conversion rate can profile the vistitors that take action when asked. Social Media is more than good looking content but delivering on the message.
A brands conversion success would vary from platform to platform. I would identify Instagram to drive sales conversions, TikTok to drive growth and engagment, and Pinterest to drive brand awareness
Engagement
Likes, shares, and comments are only relative to the amount of total followers. Ideally, the higher the rate, the better. Engagement analysis starts by identifying a reporting period. Identifying a brand’s current engagement versus new initiatives would provide metrics to compare the success of the campaign.
Reach
Timing and content are the primary variables that affect performance reach. With standard equations and tracking over time, Reach can help guide both content and best times to post across each platform, as it may vary.
Some things I'd immediately change about a social approach...
The first thing I would do is an analysis of the companies current performance, past initiatives to best understand where we are currently at. I would follow by performing a competitor analysis to discover our benchmarks and hash out what KPIs and goals we should be striving for.
Additionally, creating content and marketing schedule alignments for the upcoming quarter to get planning cadences and initiatives started. Lastly, in the first steps would be understanding the company's beliefs, background, and products to curate a cohesive and comprehensive look, tone, and feel to apply across all social channels. Bringing the brand voice to social starts by identifying what type of content should be scheduled. Creating a cadence to touch on aspects of the brand each week will help build consistency and cohesive appearance
Ways I'd grow engagement on an account
Community management can stem from organic and conversational language. An effective way to nurture engagement and conversation is to find a brand voice and communicate like your audience if your friend!
To drive account growth, it can start with content creation and frequent cadence, planning content in advance 2 weeks to a month in advance can help curate a cohesive look but also ensure that the account consistently is active on the platform
Identifying hashtags that are relevant to the brand, product, and target audience. Once identified, performing and prioritizing engagement with similar accounts and accounts interested in our products.
Social Media 30, 60, 90
30 - Learn
Active posting and feed schedule cadence determined for cross channel social media marketing. Instagram takeover in full affect.
Focus on Brand voice, Visual aesthetic, Product and service details
-
Conduct social audit of current and competitors channels
-
Create Social Media Calendar
-
Create reference document for community management detailing answers to FAQs
-
Mock Up upcoming months of potential content including copy and visuals
-
Mock up monthly report for highlighting social KPIs for review
-
Take over Adrianna Papell Bridal Instagram
60 - Implement
Cultivate create ideas, new initiatives to grow platform followings, engagement benchmarks and evergreen content Have content schedules built out two weeks in advance; completed on the Monday of the week prior.
Focus on Launches, new campaigns, and metrics
-
Launch reviewed and revised social media content
-
Launch new social media channels such as Pinterest and TikTok
-
Update all current socials to follow new brand voice and correct links
-
Plan and launch campaigns; contests, giveaways
-
Work in tandem with marketing initiatives
-
Report on the first 30 days worth of metrics
-
Set goals going forward based on 30 day benchmarks
-
Meet and Transition House of Wu Social
90 - Optimize
Maintain social presence on platforms. Extend reach into opportunistic platforms such as TikTok and Pinterest. Utilize creative concepts to drive engagement. Take first 3 months engagement learnings to dictate the remainder of Q3 and Q4.
Utilize the success points from the first 90 days to guide upcoming quarters efforts
-
Identify opportunities for new types of content
-
Create spreadsheet of current and potential influencers to engage
-
explore boosting potential in ads; include administrative tasks like manager accounts, retargeting leads etc...
-
Report on the first 60 days of social metrics and suggest next steps based on success and loses to approve upon
-
Further develop all social account presence post hand off and previous performances
Weekly, Monthly, Annual Reporting Examples
Samples of previous reporting; will serve as templates to communicate with team and provide insight to guide social decisions.
