JASMINEPDESIGNBy: Jasmine AlsonFebruary 19, 2017

TABLE OF CONTENTS1. Executive Summary, February 20172. Social Media 3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy 9. Critical Response Plan10.Measurement and Reporting Results

EXECUTIVE SUMMARY• Our major priority for 2017 is to grow our community and spread

openminded design concepts around the world.• Major strategy change:

• Increase the quality and volume of content spread through the Facebook page.

Image source

SOCIAL MEDIA AUDITSocial Network URL Follower

CountAverage Weekly Activity

Average Engagement Rate

Twitter twitter.com/JasminePAlson

51 >2 posts 3.5%

Facebook www.facebook.com/JasminePDesign

30 >2 posts 8%

Instagram instagram.com/jazz_916/

227 ~1 post Average interactions ≈ 30

• The highest amount of interactions is on Instagram, although it cannot be tracked using an analytical evaluation. Facebook is still growing, so focus should increase on the aforementioned platform.

WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume Percent of Overall Traffic

Conversation rate

Twitter 58 unique visits 8% 1.2%

Facebook 87 page views 100% <1%

Instagram No Data No Data No Data

• Facebook has the largest number of organic views, and the highest conversation rate, even though Instagram has no conclusive data in this data set.

AUDIENCE DEMOGRAPHICS ASSESSMENT

Age Distribution

Gender Distribution

Primary Social Network

Primary Need

Secondary Need

80% 18 - 30 64% female 62% Facebook

Design related interest and entertainment

Curiosity and piqued interest in tutorials of photographic design

10% 31 - 40 36% male 20% Twitter

7% 41 - 55 18% Instagram

3% 56 - 80

COMPETITOR ASSESSMENT• JasminePDesign does not have any competitors at this time.

SOCIAL MEDIA OBJECTIVES• Specific objectives:

• Increase public awareness on all social media platforms by increasing social media content and data.

• Use more hashtags and increase amount of organic views or interactions.• Double all followers on all platforms by the end of the year.• Increase amount of visual and intellectual content to stimulate viewers.

KPIs1. Number of unique visitors

from Twitter and Facebook2. Number of Instagram

followers.

Key Messages1. Open minded design with a

focus on simplicity2. Creativity is the mouthpiece

of the mind.

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe our brand:

• Encouraging• Inspiring• Whimsical• Creative

When interacting with customers we are:

• Kind• Respectful• Endearing• Perceptive

STRATEGIES AND TOOLS• Paid:

• Promotions using monetary means are being used at the moment.• Owned:

• Work to brand #CreativityFreed as a member of the JPDesign movement.• Encourage viewers to view and use this hashtag.

• Tools:• Buffer• Hootsuite• Others not listed

• Rejected Tools:• N/A

STRATEGIES AND TOOLS (cont.)

TIMING AND KEY DATES

Holiday Dates: (2017)• April 16 – Easter Sunday• May 14 – Mother’s Day• May 29 – Memorial Day• June 18 – Father’s Day• July 4 – Independence day• September 4 – Labor Day• October 31 – Halloween• November 23 – Thanksgiving day• December 25 – Christmas Day• December 31 – New Year’s Eve

Each of these dates are to attempt double or greatly increase previous viewership, response rate and engagement. Once the doubling threshold is impossible to reach, the goal shifts to engaging with those who are interested in our content.

• Reporting Dates: *every 3 months*• March 1• June 1• September 1• December 1

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

• Marketing Director, Social Media Manager & Social Media Coordinator –

Jasmine Alson

SOCIAL MEDIA POLICY• The prime objective of this brand is to encourage, promote and ensure

safe passage of creativity in all of the users who encounter it. Our policy is to ensure those who are within the community a safe environment to express their creativity without any type of difficulty or reprise.

• Guidelines:• Be respectful• Use common sense• No use of Argumentum ad Hominem[1] in arguments.• Be helpful to everyone who comes, and attempt to make them feel welcome.

CRITICAL RESPONSE PLAN • Scenario 1: customer is not happy with the services and feels as though

he/she is being attacked.• Action plan:

1. Message/post thread is screenshotted.2. Contact Jasmine Alson for interpretation of messages.3. Write a short report of what you think happened.4. Disciplinary action will occur to the correct person.

CRITICAL RESPONSE PLAN (cont.)

• Scenario 2: Offensive content has been posted, and not received well.• Action plan:

1. Take screenshot of malicious content, then delete the post.2. Send screenshot to Jasmine Alson, and she will assess the situation including all

those involved.3. The course of action will be declared after an assessment of the damage and

offensive nature of the post.4. Disciplinary action will take place as the director see’s fit.

MEASUREMENT AND REPORTING• Quantitative KPIs – Reporting Period: 3 months Data as of February 19,

2017Source Volume Percent of

Overall Traffic

Conversation rate

Twitter 58 unique visits+82% growth

8% 1.2%

Facebook 87 page views+100% growth

100% <1%

Instagram No Data No Data No Data

MEASUREMENT AND REPORTING (cont.)

• The changes are apparent that we are a new brand and are still growing with a steep incline on the growth curve. Our brand brings in new people every day and we hope to continue this positive correlation in the future.

Social Network URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter twitter.com/JasminePAlson

51+92% growth

>2 posts+150% increase

3.5%

Facebook www.facebook.com/JasminePDesign

30+325% growth

>2 posts+150% increase

8%

Instagram instagram.com/jazz_916/

227+2.4% growth

~1 postNo change

Average interactions ≈ 30

• Sentiment Analysis • Post viewers had a positive reaction to the page, but with little reactionary

actions. They liked, but did not comment.• Not very many shares of content, but many views means that SM goers are

not keen on starting conversations: so we must start them first.• Proposed Action plan:

• Perpetuation of the use of the #CreativityFreed hashtag • Potentially look into adding more people to the SM management team.• Continue to focus on the objectives set out in slide #8.

MEASUREMENT AND REPORTING (cont.)