Call Me Isa BlogPersonal Blog

Isa Perez - callmeisa.com -

Social Media Strategy 2017

TABLE OF CONTENTS

• Executive Summary

• Social Media Audit

• Social Media Objectives

• Online Brand Persona & Voice

• Strategies & Tools

• Timing & Key Dates

• Social Media Roles & Responsibilities

• Social Media Policy

• Critical Response Plan

• Measurement & Reporting Results

EXECUTIVE SUMMARY• Our major social media priorities for 2017 will be growing our online following,

interactions and overall social media reach across all social platforms such as Facebook, Instagram, Twitter and Pinterest. This includes clicks on the actual site as well.

• We will accomplish these goals by:

• Increasing our multimedia publishing to 2-3 times a day across all platforms.

• Combination of organic and paid advertisements to target beyond people who may already follow

SOCIAL MEDIA AUDIT • The following is an audit of Call Me Isa’s

social media presence to date.

• Social Media Assessment:

• Date as of October 2016

• At present time, the highest number of interactions per post is on Facebook. Little to no engagement is present on Pinterest so we will be working to post more often on that profile.

1,261

Social Network URL Follower

Count

Average Weekly Activity

Average Reach Rate

/callmeisa

blog

/isa_perez

/isaaapere

z

/isaperezz 280

20

706

3 PPW

1-2 PPW

15 PPW

3-4 PPM

*PPW: posts per week *PPM: posts per month

40%

10%

60%

12%

WEBSITE TRAFFIC ASSESSMENT • Timeframe: Monthly average, October 2016 to February 2017

AUDIENCE DEMOGRAPHICS ASSESSMENT

Source Volume % of overall traffic

201 unique visits 25%N/A N/A

1,300 unique visits 60%30 unique visits 12%

Age Gender Primary Social Network

Secondary Social Network

Primary Visit Reason

40% 15-25 75% Female 75% Female 15% Facebook35% 26-35 25% Male 25% Male 60% Instagram

15% 36-45 55% Facebook 25% Twitter10% 46+ 25% Instagram

20% Twitter

• Survey distributed in Nov/Dec via email to our readers. Total applicant responses: 200

Reading up on the latest fashion and

entertainment trends as well as

getting a recap for a possible award

show missed.

SOCIAL MEDIA OBJECTIVES• For 2017, the primary focus of our social media strategy will be to increase our online following and

overall social media reach. In order to drive more traffic to both the website and across all platforms, our social media priorities will include sharing more content and even venturing into other social media platforms.

• Some specific objectives include:

• Collaborating with other influencers to reach beyond current following

• Increase Facebook, Instagram, Twitter and Pinterest following by 1000 in 4 months

• Double the amount of posts per outlet per day

• Host events?

• Introduce Snapchat account?

• Expand market by going beyond fashion & entertainment?

• Introduce “Call Me Isa” influencer panels with other influencers and brands to bring awareness to not only our personal brands, but how important having a positive voice on the industry is.

ONLINE BRAND PERSONA AND VOICE• ADJECTIVES THAT

DESCRIBE OUR BRAND:

• Feminine/Fun

• Trendy

• Organized

• Fresh

• WHEN INTERACTING WITH READERS WE ARE:

• Energetic

• Positive

• Informative

• Authentic/OrganicCall Me Isa’s Instagram Story after The Grammys

SOCIAL MEDIA POST EXAMPLES Instagram

Twitter

Facebook

STRATEGIES & TOOLS

• Hootsuite

• Buffer

• Photoshop

• PAID: We will boost the most popular Facebook post of the week every Friday. We will ensure that these posts have the link to the article where people can get to the post at the click of a button. We will boost this post over a period of a month and we will target people interested in the fashion and entertainment industries.

• OWNED: We will introduce the hashtag #CallMeIsa on all posts shared across all social media platforms. We will encourage those who share our posts or their own version to use the hashtag as well. We will inform our audience of the use of this hashtag as well as make it known through informing our email newsletter subscribers.

• EARNED: Create a “Shop My Faves” page on our website to showcase the latest trends and “must-haves”. Collaborate with companies to offer our followers exclusive discount codes. Create a bimonthly Youtube video based on a current trend or celebrity style muse.

ToolsApproved Tools

• Lightroom

• Wordpress

• InDesign

• Klout

• Canva

• Google Analytics

• Award Show Season

• Golden Globes (Jan. 8)

• Grammys (Feb. 12)

• The Oscars (Feb. 26)

• Billboards (May 21)

• MTV VMAs (Aug. 27)

TIMING & KEY DATES

Photo Credits: Pinterest

• Fashion Week Season

• Fall/Winter (July-Dec.)

• Spring/Summer (Jan.-June)

• Resort (Oct.-Dec.)

• Pre-Fall (June)

• Couture (Sept.)

• Other

• National Days (National Taco Day)

• Celebrity Style

• Promotional Items

• Skincare/Fitness/Health

• Personal Style of Isa Perez

* The following are topics of discussion for past, present and future content on callmeisa.com *

SOCIAL MEDIA ROLES AND RESPONSIBILITIES +

POLICY• Call Me Isa’s founder, Isa Perez, holds all positions

at callmeisa.com. She handles marketing and social media as well as styling and writing original content.

• With social media being such a curtail part in branding today, it is important to realize the correlation between Call Me Isa and its readers. We use social media to share our personal opinion, personal style and preference and hope to spark a conversation. At Call Me Isa we set a few guidelines to ensure a good flow of interaction:

• Be polite and respectful

• Respond to as many questions and comments as possible

• Help readers find a featured outfit online

• Missed an awards show? We’ve got you covered with a full red carpet and performance/speech recap.

• Want to know the latest trends? We’ll round up our favorite celebrity looks and tell you how to recreate it.

CRITICAL RESPONSE PLAN • Scenario 1: A brand that Call Me Isa collaborates with is not satisfied

• Action Plan:

• 1. Prevention Method: We keep back-and-forth contact between Call Me Isa and our sponsors or collaborators in order to avoid an unsatisfied brand.

• 2. Prepare content for sponsor before a due date in order to have enough time to re-do or revise sponsored content.

• 3. Call Me Isa, depending on the circumstance, can offer unpaid advertising for future projects.

• 4. Example: If Miami Swim Week asks Call Me Isa to cover an event and are not satisfied, we can work together to come up with an action plan.

• Scenario 2: Call Me Isa incorrectly credits a photographer or clothing item

• Action Plan:

• 1. Prevention Method: Don’t just double check, but triple check.

• 2. If something is not exact, label it with “Similar” and offer readers an affordable vs. high end version.

• 3. Embed the photo from another website like Getty Images instead of grabbing random, uncredited photos from the internet.

• Call Me Isa wants to ensure readers that audience trust is a top priority and that credibility is important.

• 4. Example: If a Call Me Isa post includes a wrong link to a shirt from Barney’s instead of Target, where it’s really from, clarify that. When covering award shows, simply embed photos.

#damagecontrol

MEASUREMENT & REPORTING RESULTS• Website Traffic Sources Assessment

Source Volume % of Overall Traffic

401 unique visits 48%

1,633 unique visits 80%

52 unique visits 15%

Social Network URL Follower Count Avg. Weekly Activity Engagement Rate

/callmeisablog 20 + 45 follows 5 PPW 59%

/isa_perez 1,261 +200 follows 2-3 PPW 15%

/isaaaperez 706 +50 follows 15 PPW 50%

/isaperezz 280 +25 follows 5-6 PPW 40%

Timeframe: Monthly average, October 2016 to February 2017

Timeframe: As of February 2017

• Social Network Data

MEASUREMENT & REPORTING RESULTS +• Plans to collaborate with other influencers and brands are in the works and will debut later this year.

• Our Facebook, Instagram, Twitter and Pinterest following has been increasing from between 2-6 new followers a week.

• By using a scheduling outlet such as Buffer, Call Me Isa has been able to double their viewing by posting original content, reposting relevant content and doubling the amount of interactive media.

• Between October 2016 and February 2017 the hashtag #CallMeIsa has been used 75 times on Instagram. We plan to implement the use of the hashtags on all social media profiles.

• Multiple positive interactions from readers including reposts and shout outs. The only negative interactions include readers who may have wanted to purchase an item from an outfit post, but is no longer available.

• Proposed Action Items: Continue posting on Pinterest and taking content consideration from past, present and future readers to expand my audiences beyond just fashion and entertainment and more into fitness, food and travel.