CYCLING, HEALTH TIPS, AND EXERCISE

SOCIAL MEDIA STRATEGY

TABLE OF CONTENTS

1. Executive Summary

2. Social Media Audit

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Timing and Key Dates

6. Social Media Roles and

Responsibilities

7. Social Media Policy

8. Critical Response Plan

9. Measurement and Reporting Results

EXECUTIVE SUMMARY

• Social Media plans for 2017

• (Brand Called You). The social media priorities for Niko Cousins is to generate awareness about cycling and health,

• increase social media presence, and to get people active and out participating.

• One thing that needs to be focused on is getting momentum going for the brand and gaining awareness.

SOCIAL MEDIA AUDIT

Social Media Assessment Date:

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

Facebook facebook.com/NikoCousins 30 2 posts per week 3%

Twitter twitter.com/CousinsN93 9 4 posts per week 4%

LinkedIn linkedin.com/nikocousins 2 0 posts per week 0%

Medium medium.com/Ncousins 3 1 post per week 1%

Tumblr tumblr.com/nikocousins 2 1 post per week 1%

Assessment Summary: Highest interactions were found on Twitter with Facebook being close in second. LinkedIn has zero social presence and should be removed from the plan.

Activity on Medium and Tumblr need to be increased or dropped as well.

SOCIAL MEDIA AUDIT

Website Traffic Sources Assessment Date:

Source Volume % of Overall Traffic Conversion Rate

Facebook 300 visits 6% 3%

Twitter 100 visits 4% 3%

LinkedIn none none none

Medium 50 visits 2% 0.50%

Tumblr 20 visits 1% 0.30%

Assessment Summary: Facebook has the most visits and the highest conversion rate along with Twitter. Information for LinkedIn was not present.

Medium and Tumblr are further behind and have much lower percentages.

SOCIAL MEDIA AUDIT

Audience Demographics Assessment Date:

Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need

60 % 18-30 Male 60% Facebook 65% Twitter 50% New ways of exercise New places to ride

30% 31-50 Female 40% Twitter 25% Facebook 30% Training tips or train

10% 50+ Medium 5% Medium 5%

Assessment Summary: A large majority of the demographics fall into the 18-30 range with more men than women. Facebook was the primary social media outlet with Twitter coming

in second. Most users are using it for looking for new ways of exercising and training tips.

SOCIAL MEDIA AUDIT

Competitor Assessment: Date:

Competitor Name Social Media Profile Strengths Weaknesses

n/a n/a n/a n/a

n/a n/a n/a n/a

n/a n/a n/a n/a

Assessment Summary: currently there is no competitor information available

SOCIAL MEDIA OBJECTIVES

• Overall business goal -The focus of the strategy to is gain more awareness and increase social media traffic for the brand.

• Social Media Objectives to Support Business Goals: increase Facebook followers, Gain more Twitter awareness

• KPIs

• Quantitative - # of Facebook/Twitter followers

• Qualitative – peoples’ reactions and moods

ONLINE BRAND PERSONA AND VOICE

• Adjectives that describe our brand

• Fit, Athletic, Motivating, Healthy, Happy

• Examples of brand voice in social media interactions

• Knowledgeable, friendly, helpful, considerate, open

STRATEGIES AND TOOLS

• Paid: boost outstanding and struggling Facebook posts

• Owned: Facebook polls and Twitter contests for prizes or special tips

• Earned: incentivizing followers with the contests and tips

• Tools: Buffer

• Subscriptions: Vimeo

KEY DATES AND TIMING

• All major holidays

• Key Dates: Weekly cycling rides and nutrition meetings on diets and tips

• Lead Time: 6-8 months

• Reporting Dates: Quarterly

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

• Social Media Director: Niko Cousins – oversees all operations, high level planning, final approval

• Social Media Manager: Collin Cousins – day-to-day executions, manage campaigns

• Social Media Coordinator: Tom Cousins – publishing content, responding to questions

SOCIAL MEDIA POLICY

• We teach our employees that reputation is everything. It can make or break businesses. Respect is on of the most important things in business and we take it very serious. We will ensure that we have the best customer service and staff possible. They will be willing to go above and beyond for anyone to make sure that they have a pleasant experience.

• Being considerate, helpful, honest, caring, and respectful are very important qualities that we take pride in.

CRITICAL RESPONSE PLAN

• If a Facebook post goes sour the steps of action would be: privately contact follower, delete the post, and make amends with the follower, right the wrong (if necessary)

Contact Information:

Owner Name Telephone Alt. Telephone Email

Marketing Director Niko Cousins 111-111-1111 111-111-1111 name@gmail.com

Social Media Director Niko Cousins 111-111-1111 111-111-1111 name@gmail.com

Social Media Manager Collin Cousins 111-111-1111 111-111-1111 name@gmail.com

Social Media Coordinator Tom Cousins 111-111-1111 111-111-1111 name@gmail.com

PR Agency n/a 111-111-1111 111-111-1111 name@gmail.com

MEASUREMENT AND REPORTING RESULTS

• Quantitative KPIs

Social Network Data Date

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

Facebook facebook.com/nikocousins 60 4 per week 4%

Twitter twitter.com/Cousinsn93 18 6 per week 3%

Tumblr tumblr.com/nikocousins 4 3 per week 1%

MEASUREMENT AND REPORTING RESULTS

• Website Traffic Data

• Results Assessment: Growth on all accounts was 50%. These are sky high number and we are very happy with the results. We hope to continue to increase them.

Source Volume % of Overall Traffic Conversion Rate

Facebook 50% growth 50%

Twitter 50% growth 50%

Tumblr 50% growth 50%

MEASUREMENT AND REPORTING RESULTS

• Qualitative KPIs - more than plenty of satisfied followers. No instance where anyone needed to be privately messaged or issues occurred. Satisfaction overall

• Sentiment Analysis - We are going to continue the changes that we made and continue our success