This document outlines social media strategy and goals for 2016. It analyzes strengths, weaknesses, opportunities and threats. Key goals are to increase organic Facebook likes by 8,400 and paid likes by 36,000 to reach 100,000 total likes. Instagram goals are to increase followers by 3,700 per month to reach 100,000. Engagement will be increased through contests, questions, hashtags and video. Video content will be a focus to capitalize on its high engagement rates.

1. 2016 SOCIAL MEDIA
STRATEGY

2. OUR SITUATION
SOCIAL MEDIA

3. OUR SITUATION
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
‣ Marketing budget
‣ Cannabis laws -regionally
‣ Competitors; Culture, The Stoners Cookbook
‣ Social media regulations
‣ One man wolf pack
‣ Creativity
‣ Consistency amongst all platforms
‣ Ineffective call-to-actions
‣ Analytics
‣ Lack of engagement
‣ Videos
‣ Social revenue
‣ Lack of time
‣ Tools
‣ Collaborations
‣ Expanding nationally & internationally
‣ Influencer marketers
‣ Social generation
‣ Lead generation
‣ Email collection
‣ Social Revenue
‣ Follower curated content
‣ UGC
‣ 7+ Existing platforms
‣ 115,796 amount of social followers
‣ Website
‣ Current client & follower relationships
‣ Content calendar
‣ Brand awareness
‣ Go-to resources
‣ Scheduling
‣ Website content
‣ Cross-marketing
‣ Social listening
‣ Social networking

4. FACEBOOK PAGE GROWTH

5. 0
25000
50000
75000
100000
Q1 Q2 Q3 Q4
13,043
15,952
19,043
21,34322,889
32,734
45,904
54,578
65,696
76,796
87,896
98,996
FACEBOOK PAGE GROWTH FROM 2014, 2015 & PROJECTIONS

6. QUARTER 1
LIKES: 21,675 +1.55%
QUARTER 2
LIKES: 31,467 +35.49%
LIKES: 38,511 +17.47%
QUARTER 3 QUATER 4
LIKES: 54,609 +18.04%
FACEBOOK 2015 QUARTERLY GROWTH

7. TOTAL PAGE LIKES AS OF TODAY: 54,609
ANNUAL GROWTH: 152.45%
FACEBOOK 2015 GROWTH

8. FACEBOOK 2015 RECAP
▸ Total “likes”: 32,946
Monthly organic average: 515
▸ Total paid “likes”: 29,681 ($2,959.50 spent)
Monthly paid average: 2,473
Monthly paid: $246.62
▸ We had the most organic growth during the months we promoted DOPE Events,
event posts, and sponsor posts
▸ Example: September organic “likes”: 7,393
▸ Key Factors: Five (5) paid event posts (ie. Portland DOPE Cup) and two (2)
contest ticket giveaways
FACEBOOK PAGE GROWTH

9. TAKEAWAY
‣ We received the most organic “likes” during the months we promoted
our own DOPE Events
‣ Our targeted posts that mentioned our sponsors not only allowed us to
reach their massive networks, they also exponentially boosted our stats
with only a minimal $20 budget
‣ Furthermore, the two ticket giveaway also had a large impression which
attracted a bigger audience and increased stronger engagement
FACEBOOK PAGE GROWTH

10. 2016 FACEBOOK GOALS

11. FACEBOOK GOALS
▸ Page Growth
▸ Website Traffic
▸ Social Revenue
▸ Engagement
▸ Video
▸ Social media sales packages
▸ Facebook Instant Articles
2016 SOCIAL MEDIA GOALS

12. FACEBOOK 2016 GOALS
PAGE GROWTH
▸ Increase our average of organic “likes” by 36% each month. This
equates to:
▸ 175 “likes” weekly
▸ 700 “likes” monthly
▸ 8,400 “likes” annually
▸ 54,609 (2015) + 8,400 (2016) = 63,009 total organic “likes”
▸ In order to reach our goal of 100,000 “likes” we will need to
invest more capital to gain those other 40,000 DOPE Followers.

13. FACEBOOK 2016 GOALS
100,000 “LIKES” AND HOW WE GET THERE
▸ Increase our average of paid “likes” by 21% each month. This
equates to:
‣ $74.60 weekly for 750 “likes”
▸ $298.41 monthly for 3,000 “likes”
▸ $895.23 quarterly for 9,000 “likes”
▸ $3,580.92 annually for 36,000 “likes”
‣ 63,009 (organic) + 36,000 (paid) = ~100,000
Average increase of total “likes”: 83% annually

14. FACEBOOK 2016 GOALS
PAGE GROWTH
+ Monthly: 3,700
+ Yearly: 100,000
0
25000
50000
75000
100000
Q1 Q2 Q3 Q4

15. PAGE GROWTH
▸ Promoted Accounts have fallen
▸ This is symptomatic of a larger change: marketers have moved away from caring
about follower count as a primary KPI, unless their business goals are directly tied
to audience size. Cited: SimplyMeasured
▸ Follower count isn’t as important anymore, so people are less willing to pay for
followers because they’re finding more valuable areas to invest in
▸ With the 63,000 paid followers, what does that get us in the end? Nothing more
than a number. If you get 100 random people to follow your account, that's all they
are. Random people. They aren't specifically targeted. They aren't prospects. They
aren't likely to be interested in the slightest bit in what we do or are promoting
▸ In other words, there's no business value to having these people follow us on
social media. They aren't going to share or comment on our posts, and certainly
aren't going to read our content and click through to our website, so what's the
point?
FACEBOOK 2016 GOALS
Follower Count as Your Primary KPI Is So Over:

16. PAGE GROWTH
FACEBOOK 2016 GOALS
So whats the point?
▸ Stagnant users who “follow” or “like” but don’t really contribute to the conversation or truly engage don’t add any real value.
These are not the kind of followers we want, as they aren’t likely to take any action — whether it be engaging with a post,
sharing with their networks, or even making a purchase
Alternative: Influencers
▸ Small percentage of social media users are very active, boast large, engaged networks, and can be viewed as influencers of
other users. These are the followers we want more of — they’re the ones who will make a difference to your brand
▸ Influencers are driven by expertise and credibility on subject matter and the relationship between the influencer and the
brands followers
Influence = Audience Reach (# of follower) x Brand Affinity (expertise & credibility) x Strength of Relationship with Followers
How do we get influencers?
‣ Building relationships with customers, direct interaction, providing promotional discounts, loyalty programs and creating a
customer advisory boards
‣ Customer service
Quality>quantity Cited: Forbes

17. WEBSITE TRAFFIC
FACEBOOK 2016 GOALS
FACEBOOK
LINKEDIN
TWITTER
PINTEREST
GOOGLE+
0 150 300 450 600
Visits by Social Media
Top Social Channel
Facebook
89% of all social visits

18. WEBSITE TRAFFIC
Increase our average website traffic by 57% each month. This equates to:
▸ 127 views daily
▸ 889 views weekly
▸ 3,556 views monthly
▸ 10,668 views quarterly
▸ 42,672 views yearly
▸ Contest landing pages
▸ Daily DOPE, website articles, features, politics etc
▸ Videos
▸ Online shop
▸ Newsletters
FACEBOOK 2016 GOALS

19. SOCIAL REVENUE
One overlooked opportunity is to use social media to strategically drive revenue from existing customers
Every social media platform has a different selling point. Facebook has the ability to target consumers. The consumer
information gathered by Facebook is greater than the targeting capabilities it holds. Targeting through the social network is
both precise and refined, and offers flexibility in the types of content it supports
Instagram doesn’t have as diverse of content, or as much targeting information as Facebook, but it maintains a young user
demographic which is the target consumer base of many brands, which is why so many are eager to tap its social offerings.
▸ Online shop Subscriptions
▸ “Buy it now” - Pinterest
▸ Customer Service
▸ Email Marketing Offers
▸ Coupon Campaigns
▸ Facebook Product Ads
▸ Instagram Ads
▸ Shopify - 37 million store visits via social media converted into 529k commerce orders and 2/3 of all SM visitors to Shopify
stores are generated by Facebook
FACEBOOK 2016 GOALS

20. HOW MUCH TRAFFIC DOES FACEBOOK GENERATE?
+1.5
billion
699
million
users worldwide people log into
FB daily
700
billion
minutes spent on FB
every month (ave
person spends 15
hrs a month)
2.5
million
websites have
integrated w/FB
F
HOW TO INCREASE
FACEBOOK
ENGAGEMENT
BY
275%
Photo’s get
39%
MORE
interaction
Posts with less than 80 characters
get 23% more interaction
Using emoji’s increase
comments by 33%
Question posts get 100% more
comments
Quotes get 26% more likes &
19% more shares
ABC
“
?
:)
ENGAGEMENT TIPS
ENGAGEMENT
FACEBOOK 2016 GOALS
Cited: Wersm

21. F
HOW TO INCREASE
FACEBOOK
ENGAGEMENT
BY
275%
CREATIVE TIPS
35%
of Facebook Fans like
a page so they can
participate in contests
collect votes with
like vs. share
ENGAGEMENT
0
1000
2000
3000
4000
COUPON GIVEAWAY SWEEPSTAKES FAVORITES QUIZ TRIVIA ESSAY CONTEST PHOTO CONTEST VIDEO CONTEST
42%
of fans like a page to
get a coupon
or a discount
FACEBOOK 2016 GOALS
Cited: Wersm

22. F
HOW TO INCREASE
FACEBOOK
ENGAGEMENT
BY
275%
OUR AVERAGE POST ENGAGEMENT
SHARED VIDEO
LINK
STATUS
PHOTO
0 1500 3000 4500 6000
Likes & Comment
2%
Post
14%
Ave. Reach
84%
Likes & Comments
4%
Post
3%
Ave. Reach
93%
Likes & Comment
5%
Post
3%
Reach
92%
Likes & Comment
4%
Post
26%
Reach
70%
VIDEO LINK STATUS PHOTO
FACEBOOK 2016 GOALS
ENGAGEMENT

23. INCREASE ENGAGEMENT
‣ Daily DOPE posts - Medical Monday, Trichome Tuesday, Hump Day High Wednesday, Tech Thursday, Fire
Friday and Wellness Weekends
‣ Facebook contests - Timeline contests, photo (UGC) contests, Like to Win, Like & Comment to Win, Tag to Win,
Share to Win, Product Giveaway, Comment to Win, Caption Contest, Fill in the Blank Contest, Crowdsource
Contest. *Contest in each state each month
‣ Call to action posts/buttons - Start, stop, build (grow), join, learn, discover, want, need, free, save, #, try, why,
get, find, now today, before, ends
‣ Facebook ads - Paid ads promoting an event, page, post etc that can be targeted to a specific location, gender
and can last up to one day, a week or a month. The longer the promoted ad the better engagement rates we’ll
receive
‣ Event galleries
‣ Event promotions
‣ Video
‣ Promotions
‣ Social Media Sale’s Packages
‣ Customer Service
‣ Ask questions
FACEBOOK 2016 GOALS

24. ENGAGEMENT RECAP
▸ Most engaging content: videos
▸ Top day/time for engagement: Wednesday 12pm-1pm
How our audience engages:
‣ Comments - videos generate 479% more comments than other posts
‣ Likes - videos are the best post type for likes, generate 63% more likes than other posts
‣ Shares - photos are the best post type for shares, generate 43% more shares than other post types
▸ Asking questions
▸ Fill-in-the-blank
▸ Images
▸ Staying specific - paying attention to what posting times tend to get more comments, likes and shares, the day of the week
etc.
▸ Sharing more of our fans’ content - builds relationships with fans & influencers and provides breaking news to our follower
▸ Ask for likes
▸ Target different fans
FACEBOOK 2016 GOALS

25. VIDEO
FACEBOOK 2016 GOALS
According to a report by Cisco, by 2019:
80%
5
million
of global internet
traffic that will be
attributed to video
by 2019
years it would
take it watch all
the video that
will be shared
every month in
2019
6
billion
daily video views
on Snapchat
+50%
year-over-year
hours of video
watched by Youtube
users every month
8
billion
daily views on
Facebook
More newly uploaded Facebook videos (last 7 days)
hit 1 million views each month than on any other platform
In users as a percentage of global internet users
Youtube still leads in every market (but the gap is closing).
8 billion videos are viewed on Facebook daily
Cited: Hootsuite
HOW MUCH TRAFFIC DOES VIDEO GENERATE?

26. VIDEOS
‣ Video posts has increased to 75% globally and 94% in the US
‣ Video from brands & people in News Feeds have increased 3.6x year-over-year
‣ +50% of people who visit FB in the US watches a video at lease once a day
‣ 1/3 of all people on the internet watch hundreds of millions of hours on
Youtube & generate billions of views
‣ The number of hours that people spend watching videos on Youtube has
increased to 60% year-over-year
We need to produce short, compelling videos for social media, so what are we
waiting for?
FACEBOOK 2016 GOALS

27. HOW WILL WE PRODUCE VIDEOS?
▸ Video production team:
▸ Videographer/editor
▸ Production assistant
▸ Equipment
▸ Green room/studio space
▸ Software
▸ Partnerships, branding and collaboration
▸ Content team coordination
FACEBOOK 2016 GOALS

28. SOCIAL MEDIA SALES PACKAGES
▸ Train all sales members on Social Media in’s and out’s
▸ Teach each member the process to submit a Sales SM Package
State packages:
‣ 2 packages monthly
‣ 1 post weekly
‣ 4 post monthly
No SM package will be used as a leverage for a sale. SM packages should be given to those top advertisers that spend
the big bucks $10k. These four posts should be considered as a golden star, that is how valuable our Facebook’s real
estate is. These packages should not be an info-commercial or ever flood our page which will drive our followers away.
We must keep in mind that we are a go to resource for all things cannabis, updates, entertainment and more. We are not
a page where people can advertise their product to gain sales for their company.
We need to look at:
‣ What do WE get out of posting
‣ What is OUR goal
FACEBOOK 2016 GOALS

29. INSTAGRAM GROWTH

30. 0
25000
50000
75000
100000
Q1 Q2 Q3 Q4
8,518
14,457
21,867
34,627
50,722
66,739
82,756
99,950
INSTAGRAM PAGE GROWTH IN 2015 & PROJECTIONS

31. QUARTER 1
LIKES: 8,518 +12.18%
QUARTER 2
LIKES: 14,457 +12.14%
LIKES: 21,867 +31.45%
QUARTER 3 QUATER 4
LIKES: 34,627 +38.61%
INSTAGRAM 2015 QUARTERLY GROWTH
0
4500
9000
JANUARY FEBRUARY MARCH
12000
13500
15000
APRIL MAY JUNE
0
11000
22000
JULY AUGUST SEPTEMBER
0
17500
35000
OCTOBER NOVEMBER DECEMBER

32. TOTAL FOLLOWERS AS OF TODAY: 35,111
ANNUAL GROWTH: 357.06%
INSTAGRAM 2015 GROWTH
Followers
0
10000
20000
30000
40000
FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

33. INSTAGRAM 2015 RECAP
2016 INSTAGRAM GOALS
ENGAGMENT PER POST: 241.8
Engagements: 574
2.4x compared to brand ave.
TOP POSTS sorted by top engagements:
Engagements: 526
2.2x compared to brand ave.
Engagements: 507
2.1x compared to brand ave.
Engagements: 954 Engagements: 629
Engagements: 543

34. PAGE GROWTH
Instagram grew 357.06% annually to 35,111 followers
Breakdown:
▸ 710 followers weekly
▸ 2,840 followers monthly
▸ 8,520 followers quarterly
▸ 34,080 followers annually
Lets take this to the next step and get 64,889 more followers to
reach 100,000!
INSTAGRAM 2015 GROWTH

35. 2016 INSTAGRAM GOALS

36. INSTAGRAM GOALS
▸ Page Growth
▸ Engagement
▸ Instagram analytics
▸ Social media sales leads
▸ Instagram ads
▸ Brand awareness
2016 INSTAGRAM GOALS

37. HOW ARE WE GOING TO GAIN 65,295 MORE DOPE FOLLOWERS?
Increase our organic growth by 193%
Breakdown:
‣ 1,334 followers weekly
‣ 5,339 followers monthly
‣ 16,017 followers quarterly
‣ 65,245 followers yearly
34,705 (2015) + 65,245 (2016) = 99,950
2016 INSTAGRAM GOALS

38. ENGAGEMENT BREAKDOWN
2016 INSTAGRAM GOALS
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
12am 1 2 3 4 5 6 7 8 9 10 11 12 1pm 2 3 4 5 6 7 8 9 10 11
9am 4pm
10am
4pm1pm
11am
11am 2pm
7pm
1pm
Top day for engagement
FRIDAY
Top hour for engagement
1:00PM

39. ENGAGEMENT BREAKDOWN
2016 INSTAGRAM GOALS
Engagement per post in our top cities
0
125
250
375
500
SEATTLE SAN FRANCISCO KENDALLVILLE, IN NEW YORK

40. ENGAGEMENT
▸ Contests:
▸ 1 per month per state
▸ Using IG to connect with Industry people to collaborate
giveaways (glass piece, tickets, subscriptions, apparel)
▸ Rules/requirements to generate more followers & engagement
▸ Videos:
▸ real time videos
▸ UGC videos and contests
2016 INSTAGRAM GOALS

41. INSTAGRAM ANALYTICS
▸ Measure & Optimize what matters
▸ Real insight
▸ Influencers
▸ Social listening
▸ Top engaged follower
▸ Follower growth
▸ Traffic
▸ Impressions
Analytical service: Simply Measured:
▸ measures all social platforms in depth detail of top cities, demographics, engagement, content analysis,
customer service, and based out of Sea-town
▸ $500 monthly for all accounts with a free-trail
2016 INSTAGRAM GOALS

42. SALES LEADS
‣ Generate more sales leads
‣ Collaborators
‣ Partnerships
‣ Using ‘Direct Messaging’ to communicate with those
companies & individuals
‣ Mentions/shout outs to gain relationships
2016 INSTAGRAM GOALS

43. INSTAGRAM ADS
▸ Instagram ads via Facebook ads
▸ Lead to more website traffic & revenue
▸ Promotion of Shopify account
2016 INSTAGRAM GOALS

44. BRAND AWARENESS
▸ Instagram influencers
▸ Consistency of IG content calendar: Monday - rec & co-op feature,
Tuesday - pieces, Wednesday - product review, Thursday -
concentrates, Friday - med & rec strain, Saturday - edibles, Sunday -
garden feature
▸ DOPE hashtags
▸ Apparel brand ambassador
▸ engagement - social listening
▸ UGC
2016 INSTAGRAM GOALS

45. 2016 COST
SOCIAL MEDIA 2016

46. 2016 ANNUAL COST
▸ Followers: $3,580.92
▸ Sprout Social: $99 x 12 = $1,188
▸ Social analytics: $500 x 12 = $6,000
▸ Constant Contact: $195 x 12 = $2,340
Total: $13,108.92
*Excludes event marketing

47. CONCLUSION:
SOCIAL MEDIA TEAM

48. SOCIAL MEDIA TEAM
HOW BIG IS THE TEAM?
▸ 82% work on teams of 3 or fewer
▸ 5 key roles involved
Roles & primary duties
‣ Social Strategist - leader & program manager. Responsible for overall vision and accountability towards
achieving goals
‣ Community Manager - primary outbound & customers facing. Serves as a liaison between community & brand
‣ Business Unit Liaison - primary duty of reaching out to business unit & getting them to collaborate
‣ Social Media Manager - manages several projects launching programs, managing campaigns, and keeping
teams on timelines.
‣ Social Analyst - uses brand monitoring, social analytics, web analytics and traditional marketing. Responsible
for measuring and reporting
‣ Content Strategist - coordinates content strategies across the enterprise, customers, partners, advertising,
corporate and social media content

49. SOCIAL MEDIA TEAM
WHAT ARE OUR NEXT STEPS?
1. Community outreach for a Marketing Administrative Intern (FREE) next week
2. Internship Program - 15 to 20 hours weekly for three months
3. Admin marketing takes up 4+ hours daily, 20 hours weekly
4. Lighten my load to focus on the bigger picture to execute my 2016 goals

50. QUESTIONS