Download - Social Media Strategy
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CAMRON THOMPSON PHOTOGRAPHY Social Media Strategy
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TABLE OF CONTENTS
1. Executive Summary, October 2016
2. Social Media Audit
A. Social Media Assessment
B. Traffic Sources Assessment
C. Customer Demographics Assessment
D. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
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EXECUTIVE SUMMARY
The primary social media goal for Camron Thompson Photography is to increase user participation on Facebook, as well as guiding those users to our website to buy prints or book photo shoots.
We will use the following strategies to achieve these goals:
1. Create and share more content that invites conversation.
2. Use links that feed back into website traffic.
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SOCIAL MEDIA AUDIT
The following is a social media audit of Camron Thompson Photography’s social media presence.
Social Media Assessment: Two social media channels exist for Camron Thompson Photography. By far the most traffic and engagement comes through the Instagram channel. Focus should be directed towards it. Possibly increase post rate on Facebook profile to see if more users can be reached and engaged.
Social Network URL Follower
CountAvg. Weekly
Activity Avg.
Engagement Rate
Facebook facebook.com/camronthompsonphoto 74 1 Post 1.93%
Instagram instagram.com/camront 801 1 Post 95 Likes
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WEBSITE TRAFFIC SOURCE ASSESSMENT
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Traffic Summary May 2016 to October 2016: Facebook provides the most concrete details about website traffic. However, I believe that Instagram is still the most popular drive of traffic to the website. I would suppose that 50% of traffic comes to the website from Instagram alone.
Source Volume Percentage of Overall Traffic Conversion Rate
Facebook 250 unique visits. 30% 0.5%
Instagram NO DATA NO DATA NO DATA
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AUDIENCE DEMOGRAPHICS
Age Distrubution
Gender Distribution
Primary Social Network Primary Need Secondary
Need
70% 18-30 60% Male 60% Facebook
Looking at concert photos.
Getting travel ideas.
15% 31-40 40% Female 30% Instagram
10% 41-55 10% Twitter
5% 56-80
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COMPETITOR ASSESSMENT
Competitor Social Media Strengths Weaknesses
Kayla Surico IG: kayla_surico
Aesthetically pleasing blend of concert
photos and staged shoots. Lots of
interaction with fans and clients.
Not a lot of traffic being promoted to her
website. No personalized hashtags.
Chris Ramos IG: chrisramosphotos
Varied style of wedding and concert
photos. Lots of website integration. Publishes written content as well.
Not focused on one aspect, shifts time between weddings
and live music.
Competitor Assessment Summary: Two popular photographers in my local scene. Both have decent followings on Facebook and Instagram. Lots of audience interaction through both platforms. Website integration could be better and narrowing down types of shoots could be beneficial.
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SOCIAL MEDIA OBJECTIVES
The primary goal for the remainder of 2016 is to filter more traffic to the main website in the hopes of securing more paid shoots.
Specific Goals:
1. Gain 100 new Instagram followers in the next three months.
2. Use one video post on Facebook and Instagram per week.
3. Have one discussion topic per week on Instagram.
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SOCIAL MEDIA OBJECTIVES
KPI’s
1. Number of Instagram followers
2. Number of jobs booked through website
3. Activity and engagement on Instagram and Facebook posts.
Key Messages
➤ Go Explore.
➤ Just Go Shoot.
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ONLINE BRAND PERSONA AND VOICE
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ONLINE BRAND PERSONA AND VOICE
Adjectives that Describe us:
➤ Fun
➤ Adventurous
➤ Lively
➤ Informative
➤ Professional
➤ Knowledgeable
➤ Accessible
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STRATEGIES AND TOOLSPaid: Boost at least one post on Facebook a week while rotating formats: image, graphic, video, etc.
Owned: Begin using promoting heavy use of website in all posts. Overhaul website to add more up to date photos, blog entries, and interactive content. Implement an email newsletter to better inform customers, and also get a better idea of demographics and what customers want.
Earned:
Collaborate and reach out to more local photographers in music scene. Exchange photo shares on each others Instagram’s to boost followers between us. Submit more content to freelance magazines in exchange for either publicity or paid work.
Tools: ➤Hootsuite ➤Buffer ➤MailChimp
Subscriptions: ➤Adobe Creative Suite ➤Squarespace
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TIMING AND KEY DATES
➤ October 8th. Thrice concert
➤ October 21st. Taking Back Sunday concert.
➤ November 11th. Veteran’s Day Weekend. (Good for travel photos)
➤ December 1st. Two month deadline for Instagram followers.
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SOCIAL MEDIA ROLES
Marketing Director- Camron Thompson
Social Media Manager- Camron Thompson
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SOCIAL MEDIA POLICY
At Camron Thompson Photography, we take pride in providing our followers and customers with unforgettable images from all over. Social media is a crucial component to this business and all employees are expected to treat our followers with the utmost respect. We are a fun company and following these guidelines will help guarantee success:
➤ Do good.
➤ Be Kind.
➤ Promote any event we have coming up
➤ Be helpful
Camron Thompson Photography takes it’s social media seriously. Any negative use of the channels will result in disciplinary measures. Always ask if you are not sure about a post or a situation.
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CRITICAL RESPONSE PLAN
Scenario - Offensive comment left on a post.
➤ Action Plan
1. Inform Camron Thompson immediately.
2. Take screenshot of comment and forward along to Camron.
3. Do not reply to comment or further conversation.
4. After consulting with Camron, report comment to Facebook team or Instagram team as either spam or hateful comment.
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MEASUREMENT AND REPORTING
Quantitative KPI’s
Reporting period 2 months
Website Traffic Assessment
Source Volume Percentage of Traffic Conversion Rate
Facebook 400 unique visits. 36% 1%
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MEASUREMENT AND REPORTING
Social Network Data
Social Network URL Follower Count Average Weekly Activity
Engagement Rate
Facebookfacebook.com/
camronthompsonphoto
150 6 Posts Per Week 2.3%
Instagram instagram.com/camront 905 5 Posts Per Week 130 Likes
➤ Our social media campaign has been going very well. We hit our follower goal on Instagram fairly quickly and have been posting more on Facebook and Instagram every week. Engagement has gone up on both platforms and more users are heading to the website to book shoots and share content.
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MEASUREMENT AND REPORTING
Qualitative KPI.
Looking at a 50 Facebook posts and 50 Instagram posts we found the following:
➤ People responded well to albums of concert photos, as opposed to just single images. More likely to comment and share the photos they liked out the album.
➤ Video posts are still going through refinement, not connecting with audiences as well as they should be.
Proposed Action:
➤ Continue making photo albums.
➤ Work on quality of videos, if no change in one month, lay off of them for a while.
➤ Consider a contest for free studio time or free prints of photos.