Kayla Jones; Personal BrandSocial Media Strategy

TABLE OF CONTENTS1. Executive Summary, February 20162. Social Media Audit

a. Social Media Assessment, February 2016b. Traffic Sources Assessment,c. Customer Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results,

EXECUTIVE SUMMARY

My social media priorities for 2016 will be growing my social media following and

expanding my network with like-minded individuals.

The primary focus will be sharing more engaging, relevant content as well as engaging

with the community to expand my network and build relationships with my current

followers.

Two major social strategies will support this objective:

1. A plan to increase the volume of content published to my social media profiles

2. Participate in discussions of travel, business and network marketing to connect

with like-minded individuals

The following is an audit of Kayla Jones’ social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Media Assessment Data as of January 10, 2016

SOCIAL MEDIA AUDIT

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate#interactions/reach

Twitter Twitter.com/kaylaxjones

1,004 6 tweets per week 3.6%

Facebook Page Facebook.com/kaylajonesworld

32 7 posts per week 5%

Instagram Instagram.com/kaylaxjones

3,146 1 post per week Average interactions per post = 342

Linkedin Linkedin.com/kaylaxjones

130 0 posts per week 0%

Social Media Assessment:The highest number of interactions per post occurs on Instagram (engagement rate cannot be calculated at this time). Little to no interactions occur on LinkedIn due to lack of posts. I plan to focus on my Linkedin account because I know that Linkedin is an excellent resource to find leads for potential recruits.

Website Traffic Sources AssessmentTimeframe: Monthly average, October 2015 to February 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 10 visits 10% 4%Facebook 40 visits 40% 8%Instagram NO DATA NO DATA NO DATALinkedin 2 visits 2% .1%

Traffic Summary:Facebook is the leading driver of traffic to my website. The highest conversion rate (conversion goal = book travel) also belongs to Facebook. Instagram doesn’t provide direct traffic details, but there are still many social interactions occurring.

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

70% 18-30 55% Female 40% Facebook 50% Instagram Discount dream trips

Flight booking engine

25% 31-40 45% Male 35% Instagram 20% Facebook

10% 41-55 20% Twitter 20% Twitter

5% 56-80

Audience Demographic Summary:

Survey distributed in November via email. Total responses: 300

The vast majority of the survey respondents are in the 18-30 age group. Their main social networks

are Facebook and Instagram. Booking travel is the main reason they visit the page. Increasing

Facebook and Instagram contact and engagement should be the next focus.

Competitor Assessment

Competitor Name Social Media Profile

Strengths Weaknesses

Life Before Work Travel FB: Life Before Work Travel

Adventurous GoPro style videos of college students traveling. Very exciting and engaging.

Only aimed towards college-aged partiers. Poor response time.

Travelgram Instagram:@Travelgram

Beautiful, enticing travel photos – good use of user generated content. Well known hashtag #travelgram

Little to no response. Posts too frequently – followers get annoyed.

Best Travel Photos Twitter:@BestTravelPhotos

Great content, beautiful photos.

Constantly retweeting 10+ tweets a day with no relevance to traveling – feels quite spammy.

Competitor Assessment Summary:The analysis focused on three competitors with a strong social presence on Facebook, Instagram, and Twitter. The biggest driver of engagement was high quality visual content. Another great tool was a branded hashtag for followers to tag their own content, or mention the brand. All three competitors lacked interaction with their followers.

SOCIAL MEDIA OBJECTIVESIn 2016, the primary focus of social media strategy will be to increase revenue by driving more leads from

my social media channels. In order to achieve this goal, my priorities will be to increase my followers and

build my network by posting engaging, relevant content, and interacting with my online community.

Some specific objectives include:

1. Increase Instagram followers by 1000 in 6 months via

a. Increased followers and interactions through engaging content

b. Increased followers through engagement with my community

2. Increase followers on Facebook page by 500% in 6 months via

a. Increased followers through relevant content

b. Increased followers through increased awareness of friends and family

KPIs1. Number of visitors from Facebook,

Twitter and Linkedin 2. Number of Instagram followers3. Number of weekly photo and video

posts to Facebook and Instagram4. Average engagement rate

Key Messages• Fun, Freedom, Fulfillment• Make a Living, Living

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe my brand:• Adventurous• Fearless• Bold• Fun

When interacting with customers I am:• Friendly• Encouraging• Inspiring

STRATEGIES AND TOOLS

Paid:N/A

Owned:Create and adapt a hash tag to use on Instagram posts, Tweets, and Facebook posts. Promote hashtag across al social media platforms.

Earned:Monitor twitter and instagram keywords and terms: YSBH, travelgram, travel. Reach out to and follow warm leads to connect with.

Tools

Approved Tools• Hootsuite• Followers+• Buffer

Rejected Tools• N/A

TIMING AND KEY DATESHoliday Dates• N/A

Internal Events• N/A

Reporting Dates• Reporting will occur twice

a year in February and August. Precise dates TBA

SOCIAL MEDIA ROLES AND RESPONSIBILITIESMarketing Director - Kayla Jones

Social Media Manager – Kayla Jones

Social Media Coordinator – Kayla Jones

Supporting Social Media Team Members

Kayla Jones

SOCIAL MEDIA POLICYSocial media is deeply ingrained in my day to day life. I use it to spread messages, interact with customers and potential customers, and to share my personal activities, thoughts, ideas, plans and more. As my own personal brand, I expect myself to demonstrate best practices and a sense of etiquette in my use of social by following some simple guidelines:

• Be respectful to all

• Use common sense

• Stay out of trouble (don’t start a fight or post

something that’s illegal)

• Be polite, not rude or insensitive

• Be the solution, not the problem

• Be nice to strangers

• Act helpful

CRITICAL RESPONSE PLAN

Scenario 1 – Inappropriate Tweet Sent from @KaylaxJonesAction Plan1. Delete Tweet

No Further Scenarios

MEASUREMENT AND REPORTING

Quantitative KPIsReporting Period: 3 months

Data as of February 10, 2016

Website Traffic Sources AssessmentTimeframe: Monthly average, October 2015 to January 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 11 unique visits +10% growth

15% 5%

Facebook 44 unique visits +10% growth

35% 9%

Linkedin 3 unique visits+50% growth

2% 1%

Social Network DataTimeframe: as of February 10, 2016

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter twitter.com/kaylaxjones

1,054+5% growth

7 posts per week+17% increase

4%

Facebook Facebook.com/kaylajonesworld

42+28% growth

7 posts per weekNo change

6%

Instagram Instagram.com/kaylaxjones

3,186+3% growth

3 posts per week300% increase

Average interactions per post = 350

Linkedin Linkedin.com/kaylaxjones

150+15% growth

1 post per monthNo change

1%

• My Instagram following has grown by 50 in one month, which is behind track to hit the target of 1,000 additional followers in 6 months.

• My Facebook followers has increased by 28%, which is behind track to hit the target of 500% increase in followers.

• The new Linkedin strategy has not been implemented yet, so results do not accurately depict future goals.

Qualitative KPIsSentiment AnalysisAn analysis of the interactions of 50 Facebook posts, 50 Instagram posts and 50 Tweets revealed the following:

• An abundance of positive sentiment from followers. This includes shout outs, retweets, mentions, shares, and comments.

• There is no negative sentiment at this time

Proposed Action Items• Create and utilize new hash tag

• Consider starting giveaways

• Prepare strategy for recruiting on Linkedin