Brand Strategy 2017:That Pineapple Girl

By Owner/ Social Media Manager Emily Zeck

1. Executive Summary2. Social Media Audit (measure on July 1, 2017)

a. Social Media Assessmentb. Demographics c. Demographics Assessmentd. Competitorse. Competitors Assessment

3. Social Media Objectivesa. KPI’s and Key Messages

4. Online Brand Persona/ Voicea. Examples

5. Strategies and Toolsa. List of Tools

6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

a. Summary of Measurement and Reporting Results

Table of Contents

1: Executive Summary

• My major social media priorities in 2017 is continuing to grow my Instagram following, and using that following to boost my other social media pages.

• My main focus will be to increase traffic and engagement by posting more regularly, including more singing videos, and doing more Live streams.

• Two major social strategies will support this objective:

• A plan to increase the quantity and quality of my social media posts.

• Use engagement-growing tools like Live streams, hashtags, and knowledge of my demographic to increase my following.

Social Network

URL Follower Count

Average Weekly Activity

Average EngagementRate/Reach

Twitter https://twitter.com/emilyzeck

17.4k 3 posts per week

2.5Kengagement

Instagram https://www.instagram.com/thatpineapplegirl/

355k 6 posts per week

19k engagement/118k Reach

Facebook https://www.facebook.com/emilyzeckmusic /

2.2k 1 posts per week

190engagement/ 1350 reach

2: Social Media Audit

Measure on July 1, 2017

2a: Social Media Audit

Social Media Assessment:

At July 1, 2017, the highest number of engagement and reach per post occurs on InstagramLittle to no interactions occur on Facebook and increasing those numbers should be a goal for this brand strategy

Social Network

AgeDistribution

GenderDistribution

PrimaryNeed

Secondary Need

Twitter 13-17: 60%18-24: 40%

60% female 40% male

Lifestyle “goals” photos

Relatable thoughts

Instagram 13-17: 10%18-24: 70%25-34: 20%

53% female47% male

Health/Lifestyle/ “goals” photos

Singing videos

Facebook 18-24: 60%25-34: 30%

26% female74% male

News about my music

Lifestyle posts

2b: Social Media Audit

2c: Social Media Audit

Audience Demographics Summary:

My twitter followers mostly fall within the 13-17 age group, where as my Instagram and Facebook followers fall in the 18-24 and 25-34 age group. My Twitter and Instagram are female-dominant, and my Facebook is strongly male-dominant. Lifestyle, Health, Singing, and Career moves are among my followers’ biggest interests.Energies shouldbe dedicated to increase my female following on Facebook.

Competitor Name on Instagram(Main Social Platform)

Social Media Profile

Strengths Weaknesses URL

Vivian Hicks: Instagram

@Vivianhicksofficial Regular posts/ good engagement

Not enough variety between singing/ lifestyle

https://www.instagram.com/vivianhicksofficial/

Avonlea @Avonleamusic Fantastic singing posts, tons of comments

Lifestyle posts have poor engagement

https://www.instagram.com/avonleamusic/

Anna Cee @annaclendening Posts regularly/ good engagement

Not focused on her audience as much as she is on herself

https://www.instagram.com/annaclendening/

2d: Social Media Audit

2e: Social Media Audit

Competitor Assessment Summary:

The above analysis focused on three major competitors with a strong social presence on Instagram, specifically (Instagram is my biggest platform, so I am focusing on Instagram). Regular and good quality singing videos a major driver of engagement with their audiences.Areas where the competition has room forimprovement is centered around lack of variety between singing and lifestyle posts.

3: Social Media Objectives

My major social media priorities in 2017 is continuing to grow my Instagram following, and using that following to boost my other social media pages, especially Facebook.

In order to do so, my social media priorities will be increasing my engagement by posting more regularly on all of my socials, and adding more singing videos.

Some specific objectives include:1. Increase engagement on Instagram by 3k in the next 3 months by:• posting every single day• increasing the amount of singing videos on all platforms

2. Increase Instagram followers by 3000 in 3 months.• Use brand-related hashtags• Engage with my followers• Live streams

3a: Social Media Objectives

KPIs• Number of Instagram followers• Number of weekly photo and video posts to all social media

platforms, especially Instagram• Engagement on daily posts

Key Messages• Bringing the beach to you, one song at a time• Self LOVE• Love the life you live

4: Online Brand Persona and Voice

Adjectives that describe my brand:• Self Love• Spirituality• Tropical• Musical

When interacting with Followers I am:• Loving / Sympathetic• Open-minded• Friendly / Casual

4a: Online Brand Persona and Voice

5: Strategies and Tools

Paid:Once every other week, boost singing videos on Instagram and one post on Facebook

Owned:Use hashtags relevant to singers on videos: #singing #cover #musician #talentUse hashtags on photos relevant to the content: #tropical #health #selflove #beachUse the Live video features on all social platforms at least once a week for 15 minutes

Earned:Monitor Facebook/Twitter for key words like: That Pineapple Girl, Singer, Pineapples, Emily Zeck, Song CoverPartner with large music-sharing pages like: Hot Vocals, Trending, OMG VoicesPartner with Lifestyle and Beach brands

5a: Strategies and Tools

Approved ToolsHootsuiteIconosquareSocial Blue Book

Rejected ToolsN/A

Existing Subscriptions/LicensesYoutubePhotoshop

6: Timing and Key Dates

Holiday DatesValentine’s Day: Love-related postHalloween: Costume postThanksgiving: What I’m thankful for postChristmas: Santa hat postNew Years: Resolutions/ Party

Reporting DatesReporting will occur every Quarter of the year

7: Social Media Roles and Responsibilities

Completely run by brand owner: Me, Emily Zeck

8: Social Media Policy

In today’s world, it seems like we spend more time interacting with people online than we do in person. That being said, it’s important to treat online environment much like you would treat real-world interactions. To be sure I engage appropriately, I will follow these simple guidelines:

Be compassionate and sympathetic• Always kill people with kindness. The one’s who least

deserve it, sometimes need it most. • Be respectful with the content I post• Be polite, not rude or insensitive• Be a friend and a role model, not a celebrity• Be a shoulder to lean on• Strive to inspire others

9: Critical Response Plan

Scenario 1 – Inappropriate Instagram post sent accidentally on @ThatPineappleGirl page

1. When I realize that I posted the wrong photo or that somebody has taken my phone and posted the wrong photo:

1. Take screenshot 2. Delete Photo

2. I I accidentally posted it, make sure I reread my brand mission and goals, and ensure that I will be way more cautious when using my biggest social media platform.

3. If someone else has posted the photo using my phone, sit them down and have a serious conversation, letting them know that what they did was extremely unacceptable and put my brand at major risk.

4. If media has picked up the photo, immediately contact media organizations to discuss options.

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/emilyzeck

17.7k (up300)

5 posts per week

2.9Kengagement (up 400)

Instagram https://www.instagram.com/thatpineapplegirl/

358k (up 3k) 7 posts per week

21k engagement (up 2k) /121kReach (up 4k)

Facebook https://www.facebook.com/emilyzeckmusic /

2.35k (up 150)

3 posts per week

225engagement (up 305)/ 1500 reach (up 150)

10: Measurement and Reporting Results

As of October 1, 2017

10a: Measurement and Reporting Results

My Instagram following has grown 3k followers in the past 3 months, and my engagement and reach also increased by 2k and 4k, respectively. I also upped my posting to 7 times per week.

Although my Facebook page did not grow significantly, only a few hundred in following, engagement, and reach, I believe it’s a step in the right direction. As I continue to grow my main social media page, Instagram, I will continue to drive more traffic towards my Facebook. I also upped my Facebook posting from 1 to 3 times per week.

A key tactic to this growth was the increase in quality and quantity of content I posted. I posted more regularly, and I made use of the Live Stream tool on my social media, driving more conversation on my page. My use of music/lifestyle related hashtags like the ones I mentioned earlier in this presentation helped tremendously in driving traffic to my videos and photos.

I will continue to post more regularly, use Live Streaming, and use hashtags.