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Role: I was responsible for Instagram captions & hashtags, Scheduling posts, Building engagement, Creating InstaStories

SOCIAL MEDIA MANAGEMENT

Role: The strategy, content creation, and management of social platforms: Instagram, Facebook, Pinterest, and YouTube.

VIEW CREATIVE PROCESS

VIEW CASE STUDY

MANAGEMENT PROCESS

STEP 1: BRAND IDENTITY

Understanding your brand, the mission, the purpose, target audience, the end goal​

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STEP 2: RESEARCH

Knowledge of each industry​ - best practices, highest performing platforms, competition, effective marketing campaigns, high performing content, hashtags

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STEP 3: CREATIVE STRATEGY

Creating a workflow of all the research - high performing content​ and campaigns for strategies of outreach

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STEP 4: CONTENT CREATION

Layouts, Social Content and Calendars, Merchandise Graphics, Vector Illustrations, Print and Digital Graphics

 

STEP 5: BUILD ENGAGEMENT

Knowing the target audience, I build engagement and grow the brand's community organically

and paid (if within the budget).

Creative Process

Brand Identity

social media management
social media management

Brand Identity per client is organized within Asana to understand WHO the brand is representing and the purpose of the brand.

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I create an individual account per client with a detailed breakdown of their brand identity.

  • Mission Statement

  • Voice/Tone

  • Demographic

  • Target Audience

  • Brand Assets

  • Brand Colors

  • Content Goals

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To get all that information, I send a form for the client to fill out then I schedule a meeting to have a more intimate conversation about their brand.

Research

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Research is organized within an excel sheet.​

 

With each brand, I create a detailed breakdown of:

  • insights

  • top-performing platforms

  • competitors

  • successful competitor content

  • variety of industry campaigns

  • hashtags

  • leads within target audience

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Creative Strategy

Social Media Workflow

Creative Strategy ​is unique to the brand and its target audience. 

 

Workflow per platform

  • Instagram

  • Facebook

  • Pinterest

  • YouTube

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General Workflow

  • Why type of content?

  • What message is being shared per content?

  • What are the benefits of this content?

  • What is the overall look and feel?

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Workflow of Campaigns 

  • What is the end goal?

  • What type of content needs to be created?

  • What are the specific KPI's?

  • How long is the campaign?

Content Creation

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Content Creation is strongly created based on the overall message and mission of the brand.

 

Organization:

  • Asana Project Management

  • Planoly for layout

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Content Creation:

  • Adobe Illustrator

  • Adobe Photoshop

  • Adobe InDesign

  • Adobe Premiere Pro

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Content Calendar:

  • What days and times to post?

  • How many posts a week?

  • Captions and hashtags

  • What content performs best?

Building Engagement

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Captions + Hashtags + Comments = Community

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Engaging posts include:

  • engaging photo/video

  • brand ethos

  • brand voice

  • Location and tag user

  • call to action/question to draw engagement

  • Instagram handle in caption for reference

  • hashtags that relate to the: brand ethos, image, audience, trending

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Once the post is set, I schedule the post via Planoly. 

Staying Relevant

Stories are the most used feature to stay relevant. 

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Story strategy:

  • Staying relevant in follower's social feeds

  • Bring uniqueness and realness

  • Promote ongoing campaigns

  • Engage with a larger audience

  • Share other profile's content to build the community

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Brand Ethos

Additional Stories are created to spotlight brand ethos.

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Case Study

Platform: Instagram

Industry: Home Improvement

Timeframe of Insights: 1 Month

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Goal: Increase brand awareness locally

KPI: 1 converted lead or 20 new organic followers within 1 month

Target Audience: men & women, 25+, established in careers, contractors, interior designers, builders, Los Angeles area

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Pre-Management Insights

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Insights Overview: 

  • Followers: 4,235
     

  • Age Range:

    • 18-24 - 55%​

    • 25-34 - 23%

    • 13-17 - 12%

    • 35-44 - 6%
       

  • Top Locations:

    • Sao Paulo - 8%​

    • Rio de Janeiro 6%

    • Salvador - 1%

    • Belo Horizonte - 1%

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Case Study
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These are the Insights for the post and a paid post before I managed this account. 

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Reference: 4,235 Followers

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Post Insights:

  • 8 Likes

  • 1 Comment

  • 0 Saves

  • 1 Profile Visit

  • 168 Accounts Reached

    • Hashtag -147 Reached

    • Home - 19

    • Other - 25

  • 0 Followers

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Promotion Insights

  • 30 Likes

  • 1 Comment

  • 1 Save

  • 10 Profile Visits

  • 2,207 Accounts Reached​​

Post-Management Insights

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Insights Overview: 

  • Followers: 4,292 (organic reach only)

    • + 57 Followers​
       

  • Age Range:

    • 18-24 - 54%​

      • - 1%​

    • 25-34 - 23%

    • 13-17 - 11%

      • - 1 %​

    • 35-44 - 7%

      • + 1%​
         

  • Top Locations:

    • Sao Paulo - 7%​

      • - 1%​

    • Rio de Janeiro 6%

    • Los Angeles - 1%

      • + 1%​

    • Salvador - 1%

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These are the Insights for the highest performing post within the month timeframe.

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Reference: 4,292 Followers

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Post Insights:​

  • 120 Likes

  • 17 Comment

  • 17 Saves

  • 6 Profile Visit

  • 3,028 Accounts Reached

    • Hashtag - 2808 Reached

    • Home - 103

    • Other - 186

  • 3 Followers

  • Profile Visits: 6

  • Replies: 1

Results

Goal: Increase brand awareness locally

KPI: 1 converted lead or 20 new organic followers within 1 month

Target Audience: men & women, 25+, established in careers, contractors, interior designers, builders, Los Angeles area

Followers:
 

  • +57 ORGANIC Followers​

  • Age Range:

    • 18-24 - 54%​

      • - 1%​

    • 25-34 - 23%

    • 13-17 - 11%

      • - 1 %​

    • 35-44 - 7%

      • + 1%​

Top Locations:
 

  • Sao Paulo - 7%​

    • - 1%​

  • Rio de Janeiro 6%

  • Los Angeles - 1%

    • + 1%​

  • Salvador - 1%

Leads:
 

  • + 57 Followers​
  • 2 converted followers

Brand Awareness:
 

  • + 3,000 Reached

  • + 17 Saves
  • + 64 Weekly Profile Visits
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