2. Table of contents
• Executive Summary, September 2016
• Social Media Audit
-Social Media Assessment
-Traffic Source Assessment
-Customer Demographic Assessment
-Competitor Assessment
• 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
3. Executive Summary
My #1 goal for 2016 is to gain a bigger online following and supporters.
As of right now I am at 4k subscribers and by the end of the year I want
to reach 5k.
I plan to reach my goal by pushing my content through Instagram and
Facebook to drive traffic to my channel. This will also increase revenue
to enhance the “Briannelive” experience (i.e. video equipment,
lighting, etc).
4. Social Network URL Follower count Average weekly
activity
Average
engagement rate
YouTube www.Youtube.com/
BrianneLive
3,989 1-2 post per week 1.6%
Instagram www.Instagram.com
/Brianne.Live
425 2 post per month Average interactions
per post: 1
Facebook www.Facebook.com
/BrianneLive
3 1 post per week 0%
Twitter www.Twitter.com/Br
ianne_Live
50 2 post per week 1.5%
Social Media Assessment:
The following audit is from August 13-September 13 2016 for all social media networks, audience demographics,
and competitor analysis.
Right now the highest interactions occur on YouTube. Facebook has the lowest engagement rate because it was
just started.
5. Website Traffic Sources
Source Volume Percentage of overall
traffic
Conversion Rate
YouTube 2000 unique visits 5.2% 2%
Instagram 300 unique visits .9% .05%
Facebook 0 0 0
Twitter 5 unique visits .05% .0%
Traffic Summary:
YouTube is the number one place that traffic is coming from because this is the
main site. Instagram is where most of the demographic is so I believe that will
continue to grow and be neck and neck with Instagram. Facebook was just created
so there was no influence from there just yet.
6. Audience Demographics
Age Distribution Gender
Distribution
Primary Social
Network
13-24 30% 93.5% Female 50% YouTube
25-44 60% 6.5% Male 30% Instagram
45-64 9% 10% Twitter
65+ 1% 10%Facebook
The majority age group is
surprisingly 25-44 being that the
target audience is 13-24. There is
no surprise that women are the
majority of who
subscribes/follows the content.
The primary social network is
YouTube because this is where
all the video content is held. My
goal was to generate all social
medias back to my YouTube.
Assessment
Summary
7. Competitor Assessment
Competitor Name Social Media Profile Strengths Weakness
The Essentials Essntl Three girls with one channel
so they are able to put up
more content. There are more
personalities to like and they
each have their own talent.
Not able to have one person
behind the brand. When
interacting with others the
identity goes unknown.
Impersonal
Hairlicious Hairlicious Inc. Big following on Instagram
and YouTube. Great blog and
great visuals.
Is not consistent with
YouTube content. Followers
will feel abandoned.
Ayesha Healthyhairjunkie Big following on Instagram,
great blog with crisp clear
visuals that are very
informative.
Doesn’t have any tutorials on
YouTube for people who
aren’t readers.
Assessment Summary: Focusing on three strong competitors all three have a great social media
presence with crisp and clear visuals. Weakness focus on personal interactions and the lack of video
format/ lack on consistency.
8. Social Media Objectives
• In 2017 the primary goal for the BrianneLive brand will be to drive traffic to the
video content through YouTube then bouncing it back to my blog and other social
medias. To do so, we will promote and invite users to like the Facebook page to
grow likes and shares and brand awareness to then drive traffic back to YouTube.
• Some Specific Objectives Include:
1. Increase YouTube Following by 1000 in 2 months
- Consistent uploads
- Giving the audience what they want (relaxed hair videos)
2. Grow Facebook awareness by 100 likes in 2 months by posting trailers of
YouTube Videos and including direct link to YouTube.
3. Continue to grow Instagram following and getting recognized by big hair
Instagram's by using generic hashtags.
9. The picture to the left
is an example of
getting exposure from
big hair pages like
“Whollyhair” by using
hash tags. The picture
to the right is an
example of what I want
to implement to
Facebook, uploading
mini trailers of the
YouTube video and
directing people to
YouTube to see the full
video.
10. Key Performance Indicators
Number of Instagram followers,
consistent post and hashtags
Number of Facebook likes and
shares
Number of YouTube subscribers
and shares
Key Messages
Quality content on a topic that
is hard to find
Great beauty content
“Wow, I didn’t know relaxed
hair could do that”
11. Online Brand Persona
And Voice
When interacting with fans: I want to come
across as a friend, someone they can relate
to and easily talk to. I’ve been wanting more
crowd interaction in the comment section so
I tell them to comment below in my videos.
These are all great examples of the friend
tone I want to have. Even viewers who come
just to get me to watch their content I still
reply to let them know they aren’t forgotten.
Describe the Brand:
Fun
Bold
Unique
Comfortable
Relatable
12. Strategies and Tools
• Paid
Since the later part of the week is better for post interaction and impression, Thursday through the weekend can be selective days to
do a sponsored post on Instagram. The post has to organically gain 10 likes and at least 2 comments.
• Owned
Continue to push the #whyilovemyrelaxedhair tag on all social media platforms. Try to publish at least 1 blog a week to cater to my
readers.
Continue to send email to other influencers to participate and mention it more in my popular videos.
• Earned
Continue to post to twitter for uploads and new content. Host a 5000 subscribers giveaway and promote on every social media. Make
the rules to the giveaway to be following me on every social media and try to get sponsored.
Tools
Buffer
Hootsuite
Canva
Picmonkey
13. Timing and Key Dates
Holiday Dates
Themed content
• Christmas
• Thanksgiving
• Halloween
• New Years
• Valentines Day
Internal Dates
• July 26- My Birthday!
Reporting Date
- October 1st every year
15. Social Media Policy
• Being a YouTube personality, there is many different people from all of the world watching your
content. Some may feel like they know you personally if your making your content personal so
you have to be mindful that people will share their opinion. You cannot take any of the comments
personal. At all times the BrianneLive brand has to remain:
• Nice
• Helpful
• Never bad talk companies
• Never bad talk competition
• Never entertain the wrong behavior
• Have professionalism when at events
• Always have a upbeat spirit
• Always be happy
• You Never fully dressed without a SMILE
-Some comments can be really hurtful but if you don’t have something nice to say don’t say it at all.
16. Critical Response Plan
Inappropriate comment from viewers : Scenario #1
Action Plan
Make the decision to keep the comment or delete the
comment.
• If the comment is inappropriately bashing the talent
and has no value to the comment section and other it
will be deleted immediately
• If the comment is trying to state some type of view
and I think it will start a conversation with other
viewers I will leave it, but make no comment.
Example:
The photo to the right is an example of a comment that
was kept because they made a cultural reference and I
was curious to know what the other viewers would think.
This comment started a conversation. Although there
was profanity, it wasn’t bashing the actual people in the
video.
(No pre-approved commenting in this scenario)
17. Pages using my images
without giving credit
Scenario #2
Action Plan
Step 1: send the page a direct message and request
for them to edit the caption and include me in the
photo by tagging me and @ my name.
Step 2: If they don’t comply within 24 hours I will
comment under the photo to show recognition to
myself
Step 3: Then I will report the account to Instagram
in hopes their account gets deactivated.
The photo to the right is a great example of how my
photos should be used and I haven’t had a issue
with this at all! Everyone tags me in the photo
which can be seen by the black circle in the lower
corner and they also tag my name.
18. Measurements and Reporting
• Quantitative KPIs
- Reporting period: 2 weeks
- Date as of: September 28, 2016
Website Traffic Sources assessment
Source Volume Percentage of
overall traffic
Conversion Rate
YouTube 2000 5.2% 2%
Instagram 500 2% 1%
Twitter 10 .9% .4%
• YouTube stayed the same and Instagram and Twitter changes slightly. I put
more energy in these areas because they needed more help. Through
hashtags sharing and posting quality content.
19. Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Engagement
Rate
YouTube www.YouTube.co
m/BrianneLive
4,115 +126
Subbies
2 post per week
Same
1.6%
Facebook www.Facebook.c
om/BrianneLive
7 +4 followers 2 post per week
Same
.5%
Twitter www.Twitter.com
/Brianne_Live
70 +20 followers 2-3 post per
week +1
1.5%
Instagram www.Instagram.c
om/Brianne.Live
435 +10 followers 2 post per month
Same
Average
interaction per
post: 2 +1
• YouTube has had significant growth in just two short weeks. The content is becoming
more consistent if not two there is at least 1 upload per week.
• Twitter is also coming along nicely with growing post per week Instagram is a outlet
where I want quality over quantity so even though the post aren’t as frequent the
layout attracts traffic and committed followers.
20. • #WhyILoveMyRelaxedHair Tag
I’ve sent out emails to a lot of influencers and I have gotten some positive Reponses back! I will give
them all time to participate and then follow up!
• Using Hashtags
When I use a hashtag I notice that people who aren’t followers come and like my photos. This lets
me know that I am getting noticed and that’s a great benefit of using the hashtags.
Further Proposed Action Items
Continue to promote the #WhyILoveMyRelaxedHair tag.
Continue to schedule Facebook post to Buffer
Upload Videos to Facebook and add direct link to YouTube
Try Weekend sponsored post
