atina hartunianSocial Media and PR Strategist

Los Angeles | Northridge, CA 91325 ahartuni@gmail.com | 818.522.4950atinahartunian.blogspot.com | linkedin. | facebook.com/ABombEnterprise

Background:Black Belt Magazine was re-launching their website and needed to garner a stronger online presence for both the brand and their products. At the time, the social media tools that were available were not being used to their full potential. I identified an opportunity to strengthen the brand, increase web traffic to the site as well as promote products through social media integration.

Challenge:How to appropriately utilize all of Black Belt Magazine's social media outlets to its fullest potential to achieve goals: boost online visibility, increase web traffic and optimize social media exposure.

Objective:Designing a social media strategy that establishes a social media voice and protocol across all platforms, that to communicate news, a and used it Establish social media protocol across all platforms, develop and maintain a social media content calendar— that coincides with daily email newsletters, web editorial and overall strategic goals—and for title campaigns which had never been done before, as extensively and comprehensively before I came along.

Tactics:

1. Social Media Protocol2. Daily Social Media Content Calendar3. Weekly Social Media Content Calendar4. Product Campaigns

Tactic 1: Social Media ProtocolIdentify and determine brand voice across all social media platforms. Written content and conduct of all social media platforms will adhere to the following:

Content tone is casual, not amateur Posts, content and comments are respectful toward all the martial arts Fans are allowed to voice their opinions about the magazine – without damaging the brands reputation Content or posts by authors and/or advertisers must be approved by the magazine's executive manager Regular monitoring of comments from fans and followers Respond to questions and concerns over FB promptly. Content is to be posted at least 3 posts a day in 2-3 hour intervals. Google tags will be added to any link that will take fans/followers back to the website. Follow Black Belt Magazine style guide

Tactic 2: Daily Social Media Content CalendarCalculate and calendar posts for optimum newsfeed visibility. Tailor posts for more engagement and to establish a viral/ vital online presence. Create uniformity and consistency with overall brand and magazine voice.

Martial Arts Quote of the Day Today’s Top Martial Arts Story Martial Arts in the News (News Items you might find that include or involve martial arts in some way) Author News

Tactic 3: Weekly Social Media Content Calendar

Create a base content calendar that's in conjunction with newsletters sent to BlackBeltMag.com subscribers.

Mondays: Martial Arts Monday:

o Tie in an archived article with the editorial posts in the newsletter

o Post a link or FB/Twitter link note about a particular Martial Arts.

Tuesdays: Weekly Deal Tuesdays:

o Promote the new "Weekly Deal" of the week

o Include a one line teasers

Wednesday: Technique of the Week Video Clip

o Upload from digital archives— have the video clip compressed and FB/ twitter ready.

o When publishing the post, make sure to include “Technique of the Week” as headline

o For a Video description, copy some text from the web post.

o If it’s one of our authors, include a line and link to their books or DVD.

Thursday: Magazine Behind the Scene

o Video of behind the scenes of the cover shoot of current issue

o Extra photo from feature stories from current issue

o Content that did not make it into the magazine

o Teasers for popular columns

Friday: Bruce Lee Frida’s and BBM Fun Facts

o Bruce Lee Quote, and structured like the Martial arts Quote of the Day

o Title of the post: “Bruce Lee Quote”

o Title of the post: Black Belt Magazine Fun Facts/ "In the 142nd Issue of BB, Oct 1975…."

Sample Screenshots 1

Sample Screenshots 2

Sample Screenshots 3

Product Campaign Marketing Bullet Points:

Never before Chinese translations, - better insight of the MA who changed the world.

Afterwards by Shannon Lee,

A history of the TAO

Digitally enhanced Bruce Lee Art work and hand writing

First time The TAO has been expanded

Training Aids marked and designated subsections for easier referenceing

Contributions from Bruce Lee’s closest friends/ colleagues such as:

Chris Kent

Tommy Gong

Jari Nyman

Cass Magda

Jerry Poteet

Diana Inosanto

Tim Tackett

Tommy Carruthers

Richard Bustillo

Octavio Quintero

Ted Wong

Yori Nakamura

Product Campaign TAO Social Media and Publicity Plan:

Write PR for the TAO

Write a PR for Free Guide

Dec Issue of BB – BL Issue/Cover

Email Publicty Plan to Shannon and Kris for Approval-

Create and place BL/ TAO Banner on website

Coordinate publicity campaign with production schedule

Begin Publicity Push

Publicity Plan will include:

FB Collaboration with Shannon and Kris (first 50 people get a signed copy of the TAO Sept. 1

Bruce Lee Last Fighting Method Post

Bruce Lee Quote from “Wisdom of the Way”

BB- asks their FB Fans if they had one question about the TAO to Shannon Lee what would it be?

Web post: Richard Bustillo’s Student Comments about their Experience with the TAO

A Web posts that features Bruce Lee’s hand drawn techniques / showcasing pages of the new TAO

Web Post: Shannon Answers FB Fans Questions

Top Changes of the Tao

Old TAO is being retired / Buy New TAO

Web Post: Gil Johnson, original editor of the TAO an Article written by Diana Inostano

Ask BB FB Fans their Favorite Bruce Lee Quote for future web post

Product Campaign TAO Social Media and Publicity Plan (continued):

TAO contributors video clip

Web post :Bruce Lee Essay: Liberate Yourself from Classical Karate- text from “The Legendary Bruce Lee”

Bruce Lee Quote from “Wisdom of the Way”

PR For Release of Book & Free guide

Send hardcopy & email mailer to wholesale contacts

PR sent to internal Media list

Research JKD blogs and sites to include in Major Media Database

Research Entertainment Blogs

Add BL people to internal Media list

Entertainment /weekly publications

Review from Muscle and Performance

Post Press Release for the New TAO book

Post documentary/ commentary of Shannon and contributors

Web Post Bruce Lee Training methods – text taken from the book “The Legendary Bruce Lee”

Linda Lee vid. clip about the TAO

PR sent to PR Newswire

Reviews from all the Contributors

Look into contributors website links

Bruce Lee Movie Trivia

Bruce Lee Trivia / FB Polls

FB post: Bruce Lee fact or fiction: was Bruce Lee a cha cha dance

Screenshot Samples

Screenshots Samples

Screenshot Samples