2/19/17 EMILY SPEARS

Table of Contents

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

Executive Summary

My goal for 2017 is continue growing my social media networks specifically focusing on Facebook and Twitter.

The primary focus will be to post more relevant content in regards to gaming.

What can help this social strategy is: Keeping up with new games that come out specifically FPS Engage with more followers across all platforms

Social Media Audit The following is an audit of all my personal brand’s social media outlets.

Social Media Assessment: At this time, the highest number of interactions occurs on my Twitch and my Twitter. Barely any interaction happens on my YouTube.

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter Twitter.com/iLy_Blush 23,756 100 posts 10%Twitch Twitch.tv/iLy_Blush 29,074 7 posts 15%Instagram Instagram.com/makinyablush 2,738 2 posts Average

interactions per post = 130

YouTube Youtube.com/iLyBlushh 1,174 1 post Average views = 130

Social Media Audit

Website Traffic (Monthly)

Traffic Summary: Twitter is the biggest driver to traffic to my website. The conversion rate is those who go from my social

media page to my website. I don’t have my website linked with my Instagram at this time.

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 58,900 Visits 10% 5%Twitch 2,620 Visits 15% 3%Instagram NO DATA NO DATA NO DATAYouTube 441 Views 1% .01%

Social Media Audit

Demographics

Audience Demographic Summary: A majority of my respondents are from ages 15-30, primarily because that is what demographic I am targeting. The gaming community is primarily male based.

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

80% 15-3015% 31-403% 41-552% 56-80

30% Female

70% Male

60% Twitter

30% Twitch

10% Instagram

40% Twitch

15% Twitter

10% Instagram

Checking for updates on social media, Twitter gives them updates quickly.

Seeing what is going on in real time, real time interaction.

Social Media Audit

Competitor Assessment

The above are major competitors in the field that I am in for entertainment. CookCleanKill has good presence on Twitch and MajinDana has a good reputation on Twitter.

Competitor Name Social Media Profile

Strengths Weaknesses

CookCleanKill Twitch Very involved with her community and engages with the often.

Can be one-sided if there is a time delay so not real time conversations.

MajinDana Twitter All social media platforms are branded the same. This makes it easy for people to find her across different platforms.

Different forms of posting across platforms that are not relevant to her brand.

Social Media Objectives

In 2017, the primary focus of my social media strategy is continuing to grow my social media platforms and focus primarily on Facebook and Twitter.

Some specific objectives include: 1. Increase my Instagram and Facebook following in 6 months by:

A. Promoting and giving more exposure to both platforms Use of hashtags and tagging

Increase YouTube subscribers by 1500 in 3 months Increase gaming content across all platforms

KPIs 1. Number of visitors from Facebook, Twitter, and Twitch. Number of Instagram followers.

Online Brand Persona and Voice

Adjectives that describe me Witty Exuberant Amiable

When interacting with followers Respectful Friendly

Strategies and Tools

Paid: Currently no paid content. Owned: #FollowerFriday incorporated on Twitch. Where followers are

able to interact with me during the stream. #SubSunday where subscribers choose what game we play.

Earned: Monitoring Twitter for mentions of my name (iLy Blush or Blush).

TOOLS: Approved: Hootsuite and Buffer Rejected: N/A Existing Subscriptions: Photoshop and Canva

Timing and Key Dates

Holidays: Thanksgiving and Christmas (tailored to U.S)

Internal Events: Gaming Events MLG Dallas: March 17th – 19th

MLG Anaheim: June 16th – 18th

Reporting Dates: Will occur once a quarter in February, May, August and November.

Social Media Roles and Responsibilities& Social Media Policy Social Media Coordinator: Emily Spears

Social Media Policy: Social media is used daily by many people. As a personal brand I use social

media to interact with followers and post updates on what is going on and what kind of content is being published.

Guidelines Be respectful Stay neutral (don’t cause controversial conversations) Be polite even when faced with rude followers Be helpful to those who ask

Critical Response Plan

Scenario 1: Inappropriate Tweet Action Plan

1. Find the tweet 2. Delete the tweet 3. Apologize if it offended anyone 4. Do not continue to give attention to anything that came from the tweet

Scenario 2: Wrong Tweet published Action Plan

1. Delete tweet 2. If it has been published for longer than 3 hours alert followers that a new tweet

with the correct content is being published. 3. Repost with correct tweet information

Measurement and Reporting

Website Traffic Sources Assessment:

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 58,900 Visits+10% growth

15% 5%

Twitch 2,620 Visits+5% growth

20% 3%

YouTube 400 views+2% growth

2% .02%

Measurement and Reporting

Proposed Action: Continue #FollowerFriday and #SubSunday to continue increased visits to

my Twitch. Schedule more tweets and Instagram posts using Hootsuite and Buffer Focus on posting interactive content on my Facebook page