The Golden Kate (The Brand Called You) Social Media Strategy

S O C I A L M E D I A S T R A T E G Y

K A I T L Y NM C K I N L E Y

O C T O B E R 2 , 2 0 1 6

T H E G O L D E N K A T E . C O M

T A B L E O FC O N T E N T S

Executive Summary

Social Media Audit

Social Media Objectives

Online Brand Persona and Voice

Strategies and Tools

Timing and Key Dates

Social Media Roles and

Responsibilities

Social Media Policy

Critical Response Plan

Measurement and Reporting Results

2016

The goal for 2016 is to establish a

consistent following for the "The

Golden Kate" blog and boost

engagement across all social

media platforms.

1. Create a unified brand image

across personal and blog related

platforms.

2. Schedule and post content

regularly throughout the year.

K E Y S T R A T E G I E S :

E X E C U T I V E S U M M A R Y

S O C I A L M E D I A A U D I T

Social Media Assessment : at the current time, it isdifficult to determine precise measurements for theaverage engagement rate for every platform other thanTwitter. This is due to current lack of analytics. However,upgrades like Pinterest and Instagram for Business, willcreate this opportunity in the future.


Traffic Summary : The data is relatively new because theblog is only a month old. There have been no links postedon Twitter, so that is the reason for the lack of data.However, Facebook is leading by a substantialpercentage in driving website traffic. There is noconversion data because the website is a blog, so all thetraffic to the site is measured in the volume.


Audience Demographic Summary : The primaryaudience is females between the ages of 1824, who arelargely interested in fashion, travel, photography anduniquely curated social media posts with an emphasis onsetting trends. This is due to the platforms that thecontent has been shared on, but over time, it is expectedto remain relatively similar.


Competitor Assessment Summary: I have compliedphotos of several key competitors in the market. Theseinclude wellknown bloggers and social mediainfluencers. Their major strengths are the high quality oftheir images, strong brand awareness, and connectionsin the marketplace.

@amberf i l lerup @allglammedup @cmcoving

Increase current unique visits

per month by 90% via:

1. Posting content on the blog 2x a

week.

2. Curating Social Media Posts

promoting the Blog & Posting

multiple times a week.

200% 1000S O C I A L

M E D I A O B J E C T I V E S

Increase Followers on

Instagram by 1000 by the year's

end via:

1. Posting relevant content 34

times a week.

2. Create Content for Brands to

Feature on their Accounts, where

they will link back to my

Instagram.

S O C I A L M E D I A O B J E C T I V E S

KPI's:

1. Number of Blog Posts per month.

2. Traffic Volume from Social Media Websites.

3. Number of Instagram Followers

4. Number of posts on all Social Media Accounts

5. Amount of Photos and New Followers from

Reposted Content

Key Messages:

1. Creating Beauty out of Brokenness

2. Living with Passion

S O C I A L M E D I A O B J E C T I V E STarget Audience:

Young, trendy women ages 1835 interested in faith, travel, fashion, and

lifestyle. People with goals of curating unique sense of style. Or, brands

looking to showcase their product on social influencer accounts.

B R A N D P E R S O N A & V O I C E

Elegant

Tropical

Clean

Modern

beautyAuthentic

Adventure

True

Healing

Effortless

Trendy

Real

Honest

B R A N D P E R S O N A & V O I C E

mood board

Paid. Owned. Earned.

Strategies & Tools

1. Invest in products from

companies, so I could be featured

on their Instagram.

2. Invest in professional

photography to curate the

amount of content necessary for

growing my blog.

3. Promote blog posts on Pinterest

to increase circulation and

engagement.

1. Create unique hashtag and

attach it to all promotions related

to the blog across social media.

2. Create business cards with

links to the blog to increase

awareness.

3. Pitch guest posts to major

blogging websites to get my name

and website in front of other

bloggers.

Paid. Owned.

1. Reach out to companies looking

for brand ambassadors.

2. Offer discount codes on products

represented to those who

subscribe to email list.

3. Apply for RewardStyle Program

to monetize blog posts once they

include promoted fashion pieces

and be included in this

community.

Social Media Planning:

1. Buffer

2. Hootsuite

3. Planoly

Rejected Tools:

N/A

Current Subscriptions:

Adobe Creative Cloud

Canva

Earned. Tools.

KEYDATES

Holidays, Events & Travel:

Halloween

Thanksgiving

Christmas

Sep. 30: #NationalCoffeeDay:

Nov. 4th: Barn Dance

Early December: Travel

S O C I A L M E D I A R O L E S & R E S P O N S I B I L I T I E S

Marketing, Blogging, Social Media

Management, Influencer

Kaitlyn McKinley

Social Media Policy

S O C I A L M E D I A P O L I C Y

The Golden Kate will only share, promote and encourage

wholesome content with an emphasis on finding the

beauty in all of life. Operation should be guided by

gratitude and a balanced approach to respect and

vulnerability in each post.

Being polite and kind is a priority. Nothing provoking

negative responses or creating inappropriate discussions

will be promoted. Authenticity and truth are essential.

Post for Another Facebook Account/Page Uploaded onto

The Golden Kate Page

1. As soon as the problem is noticed, immediately delete the post

on the wrong group page.

2. If there is confusion or comments from the FB audience, then

resolve the issue by saying, "We are sorry for the confusion, we

had a technical glitch that led to the wrong article being posted.

We have resolved this issue for the future."

3. After several hours (45) repost the original content on the

intended page.

**I manage multiple pages, so this is a possibility.

C R I T I C A L R E S P O N S EP L A N : S C E N A R I O # 1

Unintentional Post of Content that Could Be Perceived

As Offensive on the Blog

1. Once the potentially offensive statement has been brought to

my intention, the post will immediately be revised to exclude

the content. If it is a whole post, it will be promptly deleted.

2. A statement of the intention of the piece will be made, and an

apology will be extended based on my personal ignorance to the

offensive nature of the statement.

3. Any questions or comments will be answered with a sincere

apology and an expression of transparency as to why the piece

was worded in that way.

C R I T I C A L R E S P O N S EP L A N : S C E N A R I O # 2

M E A S U R E M E N T& R E P O R T I N G

Predictions for the progress

of "The Golden Kate" and my

personal brand's social media

accounts for the end of year

2016.

M E A S U R E M E N T & R E P O R T I N GW E B S I T E S O U R C E S T R A F F I C A S S E S S M E N T

S O C I A L N E T W O R K D A T A

Sentiment Analysis: After analyzing 50 Facebook,Instagram, Pinterest, Twitter and Blog Posts, the

common sentiment has been reflecting the purpose ofmy brand as a whole, which is making beauty out of

every area of life even the broken parts. This hasresonated with many members of my current

audience and helped build engagement around thebrand.

Other Tools: Reposted Instagrams boostedfollowing by 250 by years end.

M E A S U R E M E N T & R E P O R T I N G

2017 ACTION

ITEMS

Apply to new brand

ambassador programs

Reach out to highprofile

brands by tagging them in

my content

Create a balance and

gratitude campaign to

boost engagement

Continue to build

Instagram presence.

T H A N K Y O U

O N L I N E S T O R E . C O M