David Forbert Communications Intern

Transcription

1 David Forbert Communications Intern

2 Responsibilities Social Media Upkeep and growth of primary channels: Twitter, Instagram, Facebook. Identify and generate content for new/ untapped social media channels. Increase opportunities for crosspollination of content between channels. Research and identify VSA s presence on lesser-known sites, directories and resources. News Writing Increase editorial contributions from across VSA; expand beyond just news. " "Investigate upcoming employee "projects and releases across all "offices. "Ideate possibilities for future "news "articles. " Follow up with leads to create the story. Recommend layout and functionality changes for the News section of the VSA Partners website.

3 Responsibilities Cont. News Writing Increase editorial contributions from across VSA; expand beyond just news. " "Investigate upcoming employee "projects and releases across all "offices. "Ideate possibilities for future "news "articles. " Follow up with leads to create the story. Recommend layout and functionality changes for the News section of the VSA Partners website. Manly Marks Ar+cle Peterson Garden Project Ar+cle

4 Universal Social Objectives Improve engagement of social media channels across the board. Increase brand awareness across the board (more visitors, friends, etc.) Increase content across the board. Recruit contributors from across VSA to provide regular content. Identify and recommend new areas of investment for communications tools. Grow awareness of VSA satellite offices.

5 Defining The Persona Dearest Mike, I have reviewed the different outlets in which VSA projects itself. As strange as it is, I try to imagine brands as if they were characters, personas. As I read through the VSA content, I see a tall, slender man in fit shape. He s in his early 40 s with well-groomed dark hair. He s rational, intelligent and personable, yet mysterious when he isn t speaking. Personally, I like him. I would invite him for coffee in an attempt to learn everything I can from him from as a professional. The Persona Rational, intelligent and personable, yet mysterious Enjoys teaching and showing others Demonstrates multifaceted expertise and experience at every turn. Is an active and concerned citizen Welcomes all opportunities to spotlight and cheerlead those around him

6 Goals: Twitter Increase to 5-7 posts per day or hourly, between 10 and 5. Establish VSA Partners as experts on creative culture, thinking and innovation. Find new content sources that are inline with the interests of VSA Partners Increase followers while maintaining an appropriate follower/following ratio Improve cross-pollination of content to convert Twitter followers to Linkedin and Facebook Maintain a consistent variety of content, making sure not to use repeated sources too frequently Develop a strategy for improving engagement

7 Strategy: Twitter Tone: Informative, yet friendly Collect and aggregate brand-related content to establish VSA Partners as experts on creative culture, thinking and innovation. Create Twitter specific content in order to attract followers from other VSA social channels. Improve cross-pollination of content to convert followers to VSA channels with less activity. (#TipsOfTheTrade) Find new sources of content to help maintain a consistent variety of content sources.

8 Content Breakdown: Twitter Scheduling Platform Hootsuite Types of Content VSA News Insightful information related to VSA s core disciplines Resources for technical improvement Projects outside of VSA that inspire Frequency Hourly between 10-5, Monday - Friday

9 Content Matrix // Twitter

10 Goals: LinkedIn Create unique content in order to add diversity to VSA s presence on Linkedin, as well as to attract followers from other VSA social channels. Given the nature of VSA s specific tone for Linkedin, ensure that content for Linkedin aligns with VSA s currently established tone. Research competitors current activity on Linkedin and evaluate which techniques or strategies would be appropriate for VSA to implement. Using visitor insights and website analytics, measure and evaluate which content users are positively and negatively responding to.

11 Strategy: LinkedIn Tone: Professional Collect and aggregate brand-related content to establish VSA Partners as experts on creative culture, thinking and innovation. Considering the size of VSA s follower base on Linkedin (4K+), strategize an appropriate way to convert followers to our other social channels. Using visitor insights and website analytics, measure and evaluate which content users are positively and negatively responding to.

12 Content Breakdown: LinkedIn Scheduling Platform Editorial Calendar Types of Content VSA News Articles Awards/Accolades given to VSA Articles highlighting thought leadership Industry oriented events/ endeavors that VSA employees take part in Frequency 1-2 posts per week

13 Goals: Instagram Create unique content in order to add diversity to VSA s presence on Instagram, as well as to attract followers from other VSA social channels. Create ways to involve VSA employees in content creation. Create ways to implement Instagram video into the current content portfolio. Maintain current campaigns that VSA actively participates in on Instagram while looking for ways for improvement.

14 Strategy: Instagram Tone: Enthusiastic Build engagement from inside the company by creating content that is directed towards to VSA employees. Link back to Instagram when cross-pollinating content with other social channels. (#MCM/#WCW) Utilize contributed content to get employees invested in VSA s social activity and provide them them the opportunity to to self-market the content to friends and colleagues.

15 Content Breakdown: Instagram Scheduling Platform Google Drive Types of Content #ManCrushMondays #WomoancrushWednesdays #TBT VSA Environment VSA Events VSA InTheField Puppies Frequency Daily

16 Goals: Facebook Tone: Professional, yet friendly Increase VSA s follower base on Facebook. Increase the diversity of content, including Facebook specific campaign ideas. Increase engagement at the page and post level. Ideate a strategy for VSA s use of paid promotion.

17 Strategy: Facebook Highlight the personal side of VSA Partners by displaying VSA events and revealing the company behind the curtain. Utilize our current follower base, as well as our employees to spread the word of VSA s presence on Facebook. Tailor content toward employees, thus incentivizing them to share and engage in content.

18 Content Breakdown: Facebook Scheduling Platform Activity Log Types of Content VSA News Updates Native Links to #MCM/#WCW campaign photos Company Event Photos Job Postings Frequency Daily

19 Results Facebook Page Likes Jan. 4 : 1023 April 4: Increase (+23%) Engagement Nov - Jan : 2345 Jan April: Increase (+56%) Impressions Nov - Jan: Jan Apr: Increase (+52%) Twitter Followers Jan. 4 : 938 April 4: Increase (+40%) Instagram Followers Jan. 4 :198 April 4: Increase (+45%) LinkedIn Followers Jan. 4 : 3487 April 4: Increase (+19%)