Social Media Audit and Channel Planning

2016 SOCIAL MEDIA AUDIT, CHANNEL
PLANNING AND STRATEGY

Topics of Discussion
• Social Media Audit
• Channel Plan
• Influencer Marketing
• Hashtag Marketing

Social Media Audit
Why do we need a social media audit?
Social media profiles are our landing pages for our brand. This landing page is possibly the first encounter that
someone is going to have with American Honey, and we will want that first impression to be golden and make the
visitor want to know more. The table below lists all the brand checks performed for all our American Honey
accounts including proper profile photos, cover photos, icons, bios, descriptions etc.
Social Network URL to Profile Owner URL
Profile
Photo
Cover
Photo
Icons
Short
Description
Facebook https://www.facebook.com/americanhoney/ BFG Yes Yes Yes Yes No
Instagram https://www.instagram.com/officialamericanhoney/ BFG Yes Yes Yes Yes No
Twitter https://twitter.com/American_Honey BFG Yes Yes Yes Yes No
Pinterest https://www.pinterest.com/americanhoney/ ? Yes No No No No
YouTube https://www.youtube.com/user/americanhoney ? Yes No No No No
Yes – it’s on brand No – not on brand, needs an update asap ? – need more information

Fake Social Media Accounts
Social Network URL to Profile Handle Active
Twitter https://twitter.com/AmericanHoneyNG AmericanHoneyNG Yes
Instagram https://www.instagram.com/amhoneywknd/ amhoneywknd No
A google search for Wild Turkey American Honey on Google led me to Instagram and Twitter social media profiles representing our brand
but are not owned by us. AmericanHoneyNG on Twitter has been actively posting and must be reported to Twitter for trademark policy
violation. AmHoneyWknd on Instagram is not currently active but must be taken down to avoid confusion for people doing a search for
Wild Turkey American Honey Whiskey on Instagram.

Facebook Short Description
Jim Beam Facebook Page American Honey Facebook Page
The short bio section in Facebook is a perfect place to include main keywords and a elevator pitch. American
Honey Facebook page like the Jim Beam page on the left, needs a brief description about the brand.

Add Featured Videos and Playlists to Facebook
• Facebook gives business pages an opportunity to add video instead of text in the “About” section. It provides a passive
engagement medium where visitors can experience our message and what our product is all about with very little effort.

Facebook Page Info Section
Jim Beam American Honey
Facebook “Page Info” section is a great place to brag about our awards and other products like the American Honey
Sting. To leave these sections blank is a missed opportunity. Also, the description that currently appears under
American Honey “Company Overview” needs to appear under “Long Description” and vice versa.

Twitter and Instagram Bio’s
American Honey Twitter and Instagram accounts need an updated description that either has our tagline Keep
Good Company like Evan Williams does in their Instagram account or a blurb like Fireball’s Twitter Account that
briefly describes American Honey to new visitors.

YouTube and Pinterest Profiles Inactive
• YouTube profile inactive for more than a year
• Profile photos, cover photos, bios etc. not on
brand
• Bad news for Boring and not Keep Good
Company core idea of the content mix on
YouTube
• Pinterest profile inactive for 22 weeks
• Profile photos not on brand
• Partnership with influencer Christina Ramirez
(619.3K followers) 35 weeks ago for Serve Up
Summer Board

American Honey Competitor’s Social Media
Presence
Whiskey Brand (Honey) Facebook Instagram Twitter URL
Jack Daniel's Honey X X
FB: https://www.facebook.com/jackdanielshoney/
Twitter: https://twitter.com/JackHoney (@JackHoney)
Jim Beam Honey X Twitter: https://twitter.com/JimBeamHoney (@JimBeamHoney)
Seagrams X FB: https://www.facebook.com/seagrams7darkhoney/
Evan Williams X FB: https://www.facebook.com/EvanWilliamsHoney/?fref=ts

Social Media Usage by Demographic
As of summer 2015, 76% of online
adults use social networking sites.
Women, African-Americans, and
Latinos show high interest in sites like
Twitter, Instagram and Pinterest.
Among online adults overall:
• 72% use Facebook
• 31% use Pinterest
• 28% use Instagram
• 23% use Twitter

Facebook – Make a Connection
49% of Consumers Like a Facebook Page to Support the Brand:
When it comes to crafting content for a Facebook Page, it’s helpful to know why people are there in the first
place. If you we are able to understand what it is they’re hoping to get out of a Like, then we can deliver the
most relevant and appealing content in order to strengthen our relationship with these individuals. The
infographic shows the reasons for becoming a brand fan on Facebook.
Source: Facebook Insights and Sproutsocial.com: 17 Powerful Facebook Stats for Marketers and Advertisers (http://sproutsocial.com/insights/facebook-stats-for-marketers/)

Facebook – How Do We Make a Connection?
• Every single wall comment gets a reply
• Break news or discuss controversial industry changes
• Delete anything that is too self-promotional or looks like an ad
• Post content that is informative and timely (pour videos, recipes, infographics, memes with fun facts)
• Regularly ask interesting and fun questions to get our fans engaged
• Encourage UGC by being in the space that our user’s are active so it’s not that intrusive. For instance,
we know question posts, photo contests, fill in the blank posts encourage UGC. Facebook’s Live Stream
widget allows Facebook users to add their comments to a live event, for example, and that activity
pushes out into their stream
• Make a compelling welcome video

Facebook – 8 Things We Can Do to Organically
Increase Engagement
1. Posting frequency and days
2. Video heavy content
3. Legible content for mobile-only users
4. Posting evergreen content
5. Content Curation
6. Audience Optimization
7. Post copy to include CTA’s
8. Encourage UGC

Facebook – Posting Frequency and Times
Organically Optimize Social Media Marketing Efforts
• On Wednesday, Thursdays and Fridays,
Engagement is 18% Higher: Posting during
our peak traffic days increases reach and
engagement.
• Highest traffic occurs mid-week between
1 to 9 pm EST: Scheduling post during
these peak usage times, mainly after lunch
before dinner, increases our potential to
reach more consumers.
• Posting 1-2 Times Per Day Yields More
Engagement: Brands that post just once or
twice a day get 73% more comments and
32% more Likes than those who post three
or more times.
Source: American Honey Facebook Insights, Bit.ly blog and Hootsuite Blog

Facebook – Videos Drive Most Reach and
Engagement
• Video Posts Average 62% More Engagement Than Photos:
Video is the highest impression generator. They perform better
than photos and links. But while photos continue to generate
strong engagement, videos return significantly higher numbers.
Quintly analyzed 72,194 Facebook Pages over the course of a
month and found that videos averaged 2,183 interactions,
compared with 1,358 for photos—that’s a 62% increase.
• Facebook’s auto-play feature allowed our videos acquire
highest organic reach and engagement
• Short Video Retention Rate: The audience retention graph to the right shows our
American Lemonade video post’s retention over time. The retention curve helps us
understand where in the video our audience drops off. More than 97% people dropped
off after 3s and watched in on auto-play. As per Facebook Insights, our average view
duration for videos is 3s, indicating that our audience doesn’t appetite for long videos.

Facebook – How Do We Increase the Video
Retention Rate?
• Since, we have only 3s to convince our fans
to click-to-play to watch the video, it is
recommended we lead with the artwork
and animation instead of the title.
• The first 00:02:47s of the Keep Good
Company video displays the title and looks
like an ad instead of an engaging
animation.
• Leading with the artwork will
hopefully lower the large drop off at
the 3s in our video and increase our
average view duration.

Facebook – 65% Mobile Only Users
581 Million Facebook Members Are ‘Mobile
Only’
• Of the 1.44 billion people who use Facebook
each month, 581 million only log in using
their mobile devices. That means whether
they’re commenting on a Page post or
watching a video, they’re only doing so from
mobile
• This statistic is consistent with our data from
Facebook Insights that indicates that in the
last 28 days 65% of our audience were
mobile-only on Facebook

Facebook – Mobile Only Users
• The screenshot on the left show how a mobile-only user sees our
posts on their newsfeed. The meme text for our American Sour
post is barely legible.
• Given 65% users are mobile-only, our content needs to display
legibly for the mobile users to increase interaction and
engagement
• Of the 1,500+ stories a person might see whenever they log onto
Facebook, News Feed displays approximately 300. So, as a social
media marketer American Honey is competing for precious real
estate on its fan’s News Feed. So it’s all the more important that
when our posts do appear on the feed, they be legible.
• It is recommended that the meme text font or text font in a
creative be 48pt Trade Gothic.

Facebook – Posting Evergreen Content
• Posting Evergreen Content
 Evergreen content is content that has had high engagement rates in
the past and continually remains relevant and “fresh” for our fans.
 We should once a week, plan to reshare our best and most costly
pieces of content
 Not sharing our evergreen content would be a missed opportunity
to increase engagement economically. Evergreen content deserves
to be shared again and again.
 Once we stop posting the same content on all our social media
platforms, we could share high engagement posts on Facebook, on
Instagram and vice versa.

Facebook - Content Curation Will Help
Increase Page Reach
• Why it’s great and recommended?
 Creating consistently great content
is time intensive. Curation is the
cheapest and most effective way to
produce more high-quality
shareable content.
 Having the right curation tools in
place will help us spot content
quickly and share the best of it.
 Examples: Posting a fun fact or an
expert opinion or question about
the latest news in Bourbon and
Flavored Whiskey category
 Tools: Feedly and Evernote
Screenshot of the Feedly dashboard when I searched for Whiskey

Facebook - Audience Optimization
Audience Optimization
 This is a new organic targeting tool on Facebook
that helps publishers reach and engage their
audience. Audience Optimization will allow us
using interest tags to help prioritize Page posts
in News Feed for each unique reader based on
topics that are most likely to engage them. This
will help us better understand who our stories
are resonating with.
 If we are able to identifying segments of our
audience, we could try targeted posts that will
be received only by that segment. This may
reduce post reach not by much (since we are
aiming at less people) but if our targeting is
correct we could probably get higher
engagement, which in return will translate into
higher viral Reach.

Facebook – Sample Weekly Content Calendar
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
8-10am
10am-12pm
12-2pm
2-4pm
4-6pm
6-8pm
8-10pm
Ideal Content Mix – 90% Videos; 10% Photo/Memes
Peak Traffic Hours – 12noon -2pm and 4pm – 6pm
Peak Traffic Days – Wednesday, Thursday and Friday
Optimal Frequency – 2 times a day and 3-4 times a week

Instagram Usage Stats – Highest Engagement
Out of All Three Platforms
• Instagram users have shared over 30 billion photos to date, and now share an average of 70 million photos per day.
• Instagram usage is on the rise and so is the average engagement per post which has grown by 416 percent over two years.
• Top brands on Instagram are seeing a per-follower engagement rate of 4.21 percent.
• Instagram’s per-follower engagement rate for top brands is 58 times higher than on Facebook and 120 times higher than
on Twitter
• Instagram 4.21% Engagement Rate
• Facebook 0.07% Engagement Rate
• Twitter 0.03% Engagement Rate
• Just like its parent, Facebook, Instagram counts a video after 3 seconds, although it doesn’t display video view counts
publicly. Instagram video also loops automatically while a video post remains on users’ screens, so instead of total video
views, Instagram counts views as “unique users” instead of total views for its advertisers.
Source: Hootsuite: A Long List of Instagram Statistics and Facts (That Prove Its Importance (blog.hootsuite.com/Instagram-statistics-for-business) and Marketing Land

Instagram - Inspire Users with Visual
Storytelling
Post Published
Type
(photo/video)
Likes
Video
Plays
Comments Engagement
Tuesday, June 7, 2016 Photo 49 2 51
Thursday, May 26, 2016 Photo 69 6 75
Friday, May 6, 2016 Photo 56 3 59
Wednesday, April 27, 2016 Video 57 244 2 59
Friday, April 15, 2016 Photo 64 7 71
Friday, April 1, 2016 Photo 81 8 89
Post Published
Type
(photo/video)
Likes
Video
Plays
Comments Engagement
Friday, March 25, 2016 Photo 57 0 57
Sunday, March 20, 2016 Photo 50 1 51
Friday, March 18, 2016 Photo 84 4 88
Monday, March 14, 2016 Photo 62 2 64
Sunday, March 06, 2016 Photo 122 8 130
Monday, February 29, 2016 Photo 76 0 76
• The spreadsheet records all the posts from
2/29 – 6/13 that have engagement (likes +
comments) greater than 50.
• In the absence of data on reach on
Instagram, we are unable to calculate the
engagement rate which is (Like+
Comments)/Reach * 100
• Our top performing posts were bottle shots and
drink recipes that resonated with our target
audience resulting in high engagement rates
north of 2%. Choosing vibrant, compelling
images that showcased the value of our
product.
• Unlike Facebook, statistically photos and stills
generate 36% more likes than videos on
Instagram (we do not have much data to work
with to confirm this statistic for American
Honey).

Instagram – What type of Content Inspires IG
Users?
Posts from Brands That Are Doing
Well on Instagram
Top left: Coca-Cola Argentina
Middle: Califia Farms
Top right: Influencer Timothy Sykes
Bottom right: ASOS

Instagram – What type of Content Inspires
American Honey Followers?
• Bottle Shots: Bottle shots perform well among our target audience. Incorporating
creative ways to showcase the bottle like Califia Farms (picture included the earlier
slide) will increase engagement. Also, see bottle shot posts from Jack Daniel’s and Jim
Beam that performed well on IG.
• Lifestyle-oriented: American Honey’s core idea is Keep Good Company and our target
audience are young professionals who value relationships, friendships and having a
good time. Images celebrating that personality and that target audience will fare
better on IG. Showing real customers using our products is highly recommended.
Statistics noted below support this recommendation.
• Showcasing Customers: Engagement for images showing real customers using
products is 30% more.
• Photos with Faces: Instagram photos with faces get 38% more likes and 32%
more comments.
• Images: Light images will showcase ‘good times’ better than dark images.
Statistically light images also receive 24% more likes than darker images
Source: Hootsuite: A Long List of Instagram Statistics and Facts (That Prove Its Importance (blog.hootsuite.com/Instagram-statistics-for-business);
https://www.quicksprout.com/2014/08/01/how-to-increase-instagram-engagement-by-182/

Instagram – What Type of Content Performs
Poorly?
• “Trending” Content: Unlike Facebook, “trending”/timely
content isn’t really a factor of Instagram as a platform from
the user’s perspective.
• Overly Branded: The March Madness posts on the right
were one of our low engagement posts as they feel overly
branded, and a grab for engagement versus the brand
meaningfully inserting itself into a cultural context.

Instagram – Best Practices
• User Handle: On average, posts that include another user handle in the caption net 56 percent more engagement.
• Despite that, only 36 percent of all brand posts include at least one @mention.
• Hashtag: Posts with at least one hashtag average 12.6 percent more engagement.
• Location Tag: Posts tagged with a location receive 79 percent higher engagement.
• Regram Fan Posts: a concerted effort to Regram fan posts that fall within the purview of our brand guidelines to
encourage fans to engage with us further
• Creative Content: Instagram audience values creativity and authenticity. Any attempt to creatively display content will
increase distribution. Recommendations below:
 “How-to” drink recipes make using Hyperlapse
 Cinemagraphs
• One Size Fits All Approach: Currently we are posting the same content on Facebook, Instagram and Twitter. This one size fits
all approach lowers engagement and disincentivizes our younger skewing current fans and new fans from following us on
Instagram who prize exclusivity

Instagram – What is the Best Time to Post?
Latergramme, a service that lets users manage and schedule Instagram posts, ran an analysis of over 61,000 posts to determine
when photos received the most “likes” and comments. On average, the team found that 2 a.m. and 5 p.m. EST are the best times
to post if you want your followers to pay attention to you; the worst times are 9 a.m. and 6 p.m. Less people are posting at that
time and more engaged users are using Instagram at that time. Also, Wednesday is apparently the best day of the week to post.

Instagram – Sample Weekly Content Calendar
9-11am
11am-1pm
1-3pm
3-5pm
5-7pm
7-9pm
9-11pm
11pm-2am
2-5am
Ideal Content Mix – 90% Photos/Memes/Cinemagraphs; 10% Videos
Peak Traffic Hours – 3pm - 5pm and 1am – 2am
Peak Traffic Days – Wednesday, Thursday and Friday
Optimal Frequency – 2 times a day and 3 times a week

Twitter – What Does it Offer?
1. 70% of small businesses are on Twitter
2. 85% of followers feel more connected with a small business after following them
3. 67% of Twitter users are more likely to buy from the brands they follow on Twitter
4. 42% of consumers learn about products and services via Twitter
5. 63% of people follow Small Business to show their support for them
6. 42% of Twitter users use Twitter to learn about products and services
7. Twitter has the highest influence of electronic purchases than Facebook, online advertising, and search results
Sources:
1. Search Engine People
2. Twitter.com
3. Media Bistro
4. ConvinceandConvert.com
5. Twitter.com
6. Edison.com
7. http://simplymeasured.com/blog/2014/02/21/20-tweetable-social-media-stats-from-industry-experts/

Twitter – Engagement Summary
Twitter Engagement Summary from February 15, 2016 - Present
• Followers - we have had negative growth in followers
• Retweets – 72 Retweets in total
• Apple Pi Day post on 3/14 received the highest amount of RT’s
• Mentions – 109 Mentions in total
• Mentions from performer Chris Hawkey on 2/20

Twitter – Audience Insights
• As per Twitter Insights most of the people who view and interact with our tweets are professional men and women online
buyers who are mostly interested in “Comedy (Movies and Television)” and lead a quick and easy lifestyle. Since most of
the Twitter users are interested in “Comedy (Movies and Television)” it not surprising that a lot of our tweets have been
reaching people within that interest category.

Twitter – Is Our Content Resonating With Our
Followers?
On the right are our top 10 interests of our audience that we can use
to craft messaging tailored to our audience. It can also serve as a good
guideline for content and ideas.
• New Segments - Comedy movies, Music, Movies, Action and
adventure are top 5 interests of our followers
 Tweeting about Comedy TV shows/Movies our followers like
to watch or making subtle references to those shows/movies
are will help our content resonate more with our audience.
 Tweeting about Country Music Awards or latest happenings in
the adventure sports world from time to time to make
conversation with our audience in real time.
 For instance, our post
on the right was one of
the top posts in March.
The “bar rescuing”
caption resonated with
our audience who were
probably fans of the
popular TV show, Bar
Rescuing.

Twitter – Consumer Behavior
• Even though our Twitter audience is an equal split between male and female, our content is reaching and resonating
significantly more with men than women.
• How do we rectify it? Targeted Twitter ads

Twitter – Best Practices
1. Leverage real-time cultural moments like live sports events, awards shows or trending conversations.
2. Mention influencer usernames with large followings or high-volume hashtags in Tweets.
3. Include auto-expanded photos or videos paired with short, conversational copy.
4. 2-3 times a day everyday paired with engaging content is the recommended frequency to reach high engagement
rates
5. Twitter engagement is 17% higher on the weekends
6. Tweets that include links are 86% more likely to be retweeted
7. The more you tweet, the more followers you will have
8. Tweets with 1-2 hashtags get 21% higher average engagement.
9. Tweets with more than 3 hashtags get 17% less engagement.
10. 92% of top brands Tweet at least once daily.
Source: 1-4 Twitter Blogs; 5-6 Bufferapp; 7 Beevolve; 8 http://rocketpost.com/blog/compelling-statistics-that-will-power-your-marketing-strategy/)
Bizsense: small-bizsense.come/10-insightful-twitter-statistics-for-small-business/ 9. http://simplymeasured.com/blog/2014/02/21/20-tweetable-social-media-stats-from-industry-experts/)

Tweeting Patterns of Jack Daniel’s Honey and
Budweiser
• Tweeting patterns of Budweiser and Jack Daniel’s Honey in the last 7 days. Budweiser tweets 5-times a day midweek and
on weekends. Jack Daniel’s tweets once every day in the morning between 9-12noon.
• Budweiser receives more engagement on its tweets than Jack Daniel’s Honey

Twitter – Sample Weekly Content Calendar
9-11am
11am-1pm
1-3pm
3-5pm
5-7pm
7-9pm
9-11pm
Ideal Content Mix – 40% Videos; 40% Photos/Memes; 20% Infographics/News Updates/Retweets
Peak Traffic Hours – 11am - 1pm and early morning hours
Peak Traffic Days –Thursday, Friday, Saturday and Sunday
Optimal Frequency – 2-3 times a day and 7 times a week

SAMPLE MONTHLY CONTENT
CALENDAR FOR AUGUST

APRIL 2016
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
28 29 30 31 01 02 03
APRIL FOOLS DAY
04 05 06 07 08 09 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
EARTH DAY
25 26 27 28 29 30 01
02 03
MARCH MADNESS
AH PICKLE
August 2016
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
01 02 03 04 05 Summer Olympics begin in Rio 06
2 - 4pm
12 – 2pm
4 – 6pm
12 – 2pm
4 – 6pm
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
11am – 1pm 11am – 1pm 11am – 1pm
07 08 09 10 National S’mores Day 11 12 13
2 - 4pm
12 – 2pm
4 – 6pm
12 – 2pm
4 – 6pm
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
11am – 1pm 11am – 1pm 11am – 1pm 11am – 1pm
14 15 Relaxation Day 16 17 18 19 20
2 - 4pm
12 – 2pm
4 – 6pm
12 – 2pm
4 – 6pm
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
21 Summer Olympics end in Rio 22 23 24 25 26 27
2 - 4pm
12 – 2pm
4 – 6pm
12 – 2pm
4 – 6pm
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
3 – 5pm
11pm – 2am
28 29 30 Toasted Marshmallow Day 31
2 – 4pm
3 – 5pm
11pm – 2am
11am – 1pm
Video
Photo/Infographic/Meme
Facebook
Instagram
Twitter
Legend:
Key Insights:
Facebook: Weekdays - 12:00 pm - 2:00 pm and 4:00 pm – 6:00
pm; Friday is highest traffic day
Twitter: Midweek - Weekends - 11:00 am - 1:00 pm; Peak time for
Retweets is 5:00 PM
Instagram: Thursday - Sunday at 11:00 am – 1:00 pm and 2:00 AM

Influencer Marketing Strategy
Focus on the Customer Not the Influencer
• How aware are our customers about our product?
• In our focus markets like St. Louis the customer is 40-60% aware
• In other markets there is less than 10% awareness
• Perspective of our target audience?
I am going to have 4-5 of my good friends over for game night. and I want to have a good time and a drink that is liked my both
men and women.
• What is our goal?
Awareness and education for social chairs in the group who are fueled by people around them
• Influences?
Situational and Peers
• Ways to Influence?
• Partner with flavored whiskey enthusiasts and bartenders to share our content by creating an Instagram gallery
• Target our demographic adults 25-34 and have influencers create content (such as “5 things you did not know as a whiskey
enthusiast”) sponsored by American Honey
• Direct Impact on Sales?
Low to start, focus influencer marketing strategy further down the funnel. Advanced strategy to focus on different customers
influenced by situations that lead to purchases (such as “seeing a cool drink recipe on Instagram etc.)

Influencer Marketing Strategy – Identifying
Influencers
• Using Followerwonk, we are able to identify influencers in
our industry. We can go to twitter and see what users have
“Whiskey” or “Bourbon” in their profiles. From here, we can
narrow down a search by going beyond popularity with
filters and search for city and other results such as stores and
events to discover other interesting information.
• Trendspottr for Instagram where we will be able to find
influencers as well as trending photos and videos. The idea is
to find potential content partnerships, ideally, small brands
with a large Instagram following.
• Geopiq for Instagram will allow us to see potential local
influencers that are posting in our area.
• Demographics Pro for Twitter integrates with Hootsuite and
will allow us to analyze the content that was shared and
determine if that influencer will be a good fit for us.
Additionally, we will be able to view followers age, income,
location, professions which are also factors in determining a
potential influencer’s fit.
• Hootsuite niche filters will allow us to see retweets from
verified accounts that have large followings which would give
us an understanding of what interests influencers.
Screenshot of Followerwonk app for Twitter users with “whiskey” in
their profiles narrowed down by city and followers

Influencer Marketing - Potential Partnership
with Fred Minnick on Twitter?
Please note a more in-depth research is required to shortlist influencers on Twitter and Instagram. As a free trial member I was
only privy to limited information on influencers for the tools listed before

Influencer Marketing Strategy - Partner with
Influencers
• Shortlisting influencers to contact and understanding if they have matching values to us will help us to determine if we can
have a partnership.
• We can get onto an influencers radar by building a rapport with them through sharing a Facebook, Twitter or Instagram
post of theirs.
• If we were to direct email potential influencers with specific requests such as presenting a webinar together, asking if they
would be interested in creating a YouTube video to promote a product of ours and paying them to do so, or sharing co-
branded content to the same audiences.

Influencer Marketing Strategy – Measure ROI
• We can start understand ROI by tracking site traffic and follower growth. If an evaluation then how influencers are
endorsing and reviewing our brand, and mentions in blog posts such as “The 3 Bourbon Whiskeys that every great bar
needs”
• LifeMetrix we can use to track our ROI and specific content
• With custom landing pages we can ask influencers who we partnered with to send their traffic to that landing page. From
there we can measure their ROI through Google Analytics.

Reasons Why #AmericanHoney Should Not Be
Used
1. #AmericanHoney is not unique to our brand. See a snapshot of
the content displayed below when people search for
#AmericanHoney. It’s not related to our brand or category and is
not getting us in front of the right audience.
2. IG hashtags are used in a completely different way than Twitter.
For example, IG are often more focused on description of the
photo and the tools used to take it than on a broader story or
theme. #GoodTimes #HappyHours just to name a few did just
that. Not to mention they were also trending and the most
popular #’s at that time on that day.
3. Brand hashtags don’t have to or shouldn’t mention the brand
name. It should represent our brand and what we stand for. For
instance, KitKat doesn’t’ use the #KitKat. They consistently use
their tagline #HaveABreak across all platforms and that’s what
their fans use when they search for them.
4. When we use #AmericanHoney we are the risk of committing
hashtag hijacking.
 Hastag hijacking is when a brand uses hashtag that is being
used by another person or brand. It also shows that that the
brand didn’t put much thought or effort into developing the
campaign and can direct unnecessary negativity toward the
brand.

Hashtag Marketing – Tips for Picking the Right
Hastag for our brand
Hashtags should be relevant and unbranded
 Brand hashtags don’t have to or shouldn’t mention brand name, but should represent our brand and what we stand for.
Right hashtags for the right social network
 Instagram hashtags, for example, are often more focused on description of the photo and the tools used to take it than on
a broader story or theme. This is at odds with Twitter, where hashtags tend to be more focused a topic of conversation, or
a group of people (a chat for example) that you would like to engage.
Updating hashtags periodically
 Hashtags popularity change everyday
Hashtags should show personality

Hashtag Marketing – How Not to Use
Hashtags?
• Keep username out of hashtags – usernames should be kept of hashtags as they are redundant and takes up valuable
space
• Not to long or too clever – for instance, #NewYorkCronutLovers is too long and nobody wants to type that many
characters.
• Not too many hashtags - using 3-4 hashtags on Instagram and 2-3 hashtags is optimal. Anything more or less impact
engagement.
• Hashtag hijacking – is when a brand uses hashtag that is being used by another person or brand. It also shows that that
the brand didn’t put much thought or effort into developing the campaign and can direct unnecessary negativity toward
the brand.
Some of the things to keep in mind to while researching the originality of our brand hashtag are as follows:
• Does the term we’re using have any other connotations?
• Does it mean something else to different age groups or cultures?
• If we’re using a phrase, do all the words make sense together?

Tools for Hashtag Marketing
• Ritetag: Ritetag lists all the trending and popular Twitter hashtags. You can plug in your own keywords to review
performance and related hashtags along with a slew of other statistics like hashtag retweets and views.
• Tagboard: Sometimes I like plugging a keyword into Tagboard and being able to look at one grid of content being shared
with the specific hashtag. Additionally the layout makes it visually easier to pick up new, related hashtags from user
captions.
• Hashtags.org: This one is a classic, and another simple, visual way to do a little research on new hashtags you may be
missing out on.
• Tagsforlikes.com: This tool is specific to Instagram, but will also break down the most popular hashtags by different
subjects.

Takeaways and Insights
• Social Media Audit
• Fake AH Twitter and IG accounts should be shut down
• Facebook Bio’s and Videos need to be updated
• Instagram and Twitter Bio’s need short description
• Channel Plan
• Facebook - to post on Wednesday, Thursday and Friday between 12-5pm
• Content mix – 90% videos, 10% photos
• Instagram – to post on Wednesday, Thursday and Friday at 1pm and 2am
• Content mix – 90% Photos, 10% videos, cinemagraphs
• Twitter – to post on Thursday, Friday, Saturday and Sunday between 11am-1pm
• Content mix – 60% Photos, 20% Video, 10% Infographic
• Influencer Strategy – focused on Consumers and not influencers for Pinterest, Instagram and Twitter
• Hashtag Marketing – unbranded, short, and unique hashtag for American Honey recommended

Social Media Audit and Channel Planning

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