Presentation By: Kenzie KitchenDate: February 19th, 2017

Table of Contents1. Executive Summary, February 2017

2. Social Media Audita. Social Media Assessment, February 2017b. Web Traffic Sources Assessment, February 14th, 2017-February 19th,2017c. Audience Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibility 8. Social Media Policy9. Critical response Plan10.Measurement & Reporting Results, February 4th, 2017-February

19th,2017

Executive SummaryPearls & Paint Design’s biggest social media priority

for 2017 is growing their online following.

Social Strategies: 1. Increase the amount of content posted to at

least a daily post. 2. Share more relatable content in order to engage

more with social media audience.

Social Media AuditThe four following slides are all an audit of Pearls & Paint Designs’ social media presence to date. This includes all social networks, web traffic, audience

demographics, and a competitor analysis

Social Media Audit: Social Media Assessment

Assessment Summary: Currently, Facebook is the only social media platform used by Pearls & Paint Designs, and the average engagement rate is 28%.

Social Media Audit: Website Traffic Sources

Assessment

Traffic Summary: With Facebook currently being the only form of social media for this site, it seems to be a good beginning volume of unique visits. However, I hope to get the % of Overall Traffic & Conversion Rate up significantly in the future.

Social Media Audit: Audience Demographics

Assessment

Audience Demographics Summary: These results were pulled from both Facebook Insights and responses to a personal survey I sent out to all of my followers on February 13th,2016 (28 responses). Clearly the overwhelming majority of my audience are females in the 18-24 age range. Facebook and Instagram are their core social networks, which shows me that I should look into creating a Pearls & Paint Instagram account..

Social Media Audit: Competitor Assessment

Competitor Assessment: The above analysis focuses on my three biggest competitors with a strong social presence on Facebook and Instagram. High quality photos and online persona set these competitors ahead. However, there is room for improvement in the frequency of posts for these competitors, as well as diversity of posts.

Social Media Objectives

In 2017, the primary focus of Pearls & Paint Designs’ social media strategy will be to drive more traffic to

my soon to be launched Etsy shop, through my social media content. In order to achieve this, I will need to create more social media accounts on other platforms to increase my visibility. I also will need to build deeper relationships with my followers in order to encourage them to become future customers of

my designs.

Social Media Objectives: Demographics

KPIs:

• Quantitative: • Number of visitors to sight from Facebook• Number of followers on Facebook• Number of statuses, photos, and videos uploaded to Facebook each

week

• Qualitative: • Sentiment analysis • Quality of conversations in comments with followers• Quality of conversations had in messages with followers

• Key Messages:• Combining passions to form beautiful Designs• Follow the journey

Online Brand Persona & Voice

• Adjectives that describe our brand: • Colorful• Fun• Inspiring • Original

• When Interacting with customers we are: • Helpful• Encouraging• Thankful

Examples of Interactions with

Followers

Strategies & Tools• Paid:

On each Friday, I should boost my most popular organic Facebook posts for the upcoming weekend. The post will need to have a minimum organic reach of 75, and a minimum of 5 likes or 3 comments.

• Owned:Introduce the use of #SundayPaintDay to include on all of my Sunday posts. Sundays are a very big day for my site, and therefore I should include this hashtag with all of my designs posted on this day. I can encourage my users to use the hashtag as well, and do a shoutout and repost of a user’s work that they hashtaged.

• Earned: Monitor social media sites for keywords such as: bible journaling, painting, art inspiration, scripture journaling, exc. Offer free customized prints in exchange for shout outs from social media influencers. Also, partner with other artists in the Bible Journaling Community to gain followers and exposure across different audiences and platforms.

Strategies & Tools:Tools

• Approved Tools:o Hootsuiteo Buffer

• Rejected Tools:o None

• Existing Subscriptions/Licenses: o Vimeoo Boomerango Photoshop

Timing & Key Dates• Key Dates:

o Good Friday, April 14th, 2017o Easter, April 16th, 2017o Christmas

• Internal Events:o Small Business Saturday, November 25th, 2017

• Lead Times:o Post Mon, Wed, Fri, Sat @ 8am o Post Sun, Tue, Thr @8pm o Create content the day before and schedule posts on Buffer

• Reporting Dates: o Reporting dates will occur once a quarter starting in March. Precise

Dates TBA

Social Media Roles & Responsibilities

• Social Media Director: Kenzie Kitcheno Responsibilities: Edit all posts and content before publishing.

• Social Media Manager: Kenzie Kitcheno Responsibilities: Reply to all comments in a friendly and helpful manor.

• Social Media Coordinator: Kenzie Kitcheno Responsibilities: Scheduling social media posts.

Social Media PolicyWe at Pearls & Paint Designs take great pride in producing original designs that spread happiness and inspire others to create. As an employee of Pearls & Paint Designs you are representing our brand and are therefore expected to abide by the following guidelines:

• Be respectful of all opinions and feedback• Never use profanity when interacting with followers or

customers• Answer EVERY question, there’s no such thing as a dumb

question here• If you don’t know the answer to a question, tell the client you

will research the answer and get back to them• Treat everyone with kindness

Critical Response Plan• Scenario 1 – Suspected hacking (Inappropriate Post)

Action Plan: • Take a screenshot• Delete inappropriate content as a preaution• Alert Kenzie Kitchen (Owner), by calling (813)463-3242• Kenzie will then create a status to explain the inappropriate • Kenzie will instruct you on how best to upload the approved post

Preapproved Message: “Pearls & Paint Designs is looking into a possible hacking situation on our site. Please disregard any inappropriate content posted.”

• Scenario 2 – Inappropriate Customer CommentAction Plan:

• Apologize to the customer for their dissatisfaction • Let customer know that the Owner will be in touch with them• Alert Kenzie Kitchen (Owner) of problem• Kenzie will address the customer’s concerns on whatever platform they used to voice them• Kenzie may instruct you to block the customer if their comments become unsafe for the

Pearls & Paint Designs communityPreapproved Message: “I’m so sorry to hear of your dissatisfaction with Pearls & Paint Designs. We take our customer’s concerns very seriously. I will notify our owner of your concerns and have her contact you right away.”

Critical Response Plan:

Contact Information

Measurement & Reporting Results

• Quantitative KPIs:Reporting Period: 2 weeksData as of February 19th, 2016

• Social Network Data: Timeframe: February 4th, 2017-February 19th,2017

Measurement & Reporting Results

• Website Traffic Data:Timeframe: February 4th, 2017-February 19th,2017

Results Assessment: Our follower count saw an 11%growth in followers and a 10% growth in unique views. Our posts have also increased by a shocking 400%! The content was of great quality and our audience responded to it well with shares, likes and comments.

Measurement & Reporting Results

• Qualitative KPIS:o An abundance of positive comments from followers. Also, lots of

anticipation for future Shout outs.o No negative feedback has been given yet on my site.

• Sentiment Analysis: o Follow through with #SundayPaintDay initiative, and give more shout-

outs.o Create a Linkedin account for Pearls & Paint Designs and post a mission

statement.o Create an Instagram account o Consider creating a Twitter for Pearls & Paint Designs