Complete Modernized Mobile strategy, also known as Momo, a tech startup based in Gainesville, Florida.

1. Social Media Strategy
Erin O’Halloran
June 6, 2018

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies and Tools
6.Timing and Key Dates
7. Social Media Roles and Responsiblities
8. Social Media Policy
9. Critical Response Plan
10. Measurment and Reporting Results

3. Executive Summary
Social Media Audit
Social Media Assessment
Social Network URL Follower count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.face-
book.com/Mod-
ernizedMobile/
198 8 posts per week 2%
LinkedIn https://www.
linkedin.com/
company/mod-
ernized-mobile/
71 3 posts per week 5%
Instagram https://www.ins-
tagram.com/mod-
ernizedmobile/
93 1 post per week 0%
Our social media goals for the remainder of the year will be to grow our following and increase our
generated leads.
We aim to attract new customers by creating high quality content consistent with our brand, being
more active in the local online community and therefore increasing the awareness of our company to
our target audience.
Two major social strategies will support this objective:
1. Utilize an editorial calendar for consistent content dissemination.
2. Reaching out to potential clients by interacting with their online content.
The following is a complete audit of Modernized Mobile’s social media presence on our channels
including Facebook, LinkedIn and Instagram. It includes a report of our social networks, engagement, audi-
ence demographic and competititor analysis.
Date as of June 1, 2018

4. Website Traffic Sources Assessment
Source Volume % Overall Traffic Converstion Rate
Facebook 80 unique visits 28% 0%
LinkedIn 100 unique visits 35% 0%
Instagram 105 unique visits 36% 0%
Assessment Summary: Right now, Instagram is slighty our biggest driver of traffic.We chose generat-
ed leads to be our conversion rate because it’s what we most value and is what we hope to gain from our
social channels.
Audience Demographics Assessment
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
50% 18-24 60% Male Facebook Instagram App/website
development
Social marketing
help
10% 25-30 40% Female Facebook LinkedIn
10% 31-36 LinkedIn Facebook
20% 37-44 LinkedIn Facebook
10% 45-50 LinkedIn Facebook

5. Assessment Summary: The majority of our audience is 18-24 and we believe this is because the major-
ity of those we interact with on a daily basis and most of our immediate connections are this age. However,
those we aim to target are older and most present on LinkedIn, therefore, we plan to also encourage more
content on this platform.
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Atmosphere Apps Facebook:Atmosphere
Apps
Consistent posting, posts
are relevent
Engaging caption, only in-
cludes a link and no text.
Content isn’t branded
well, if it wasn’t posted
directly from their Face-
book page it could be
from any account.
Mobile Smith Facebook:The Mobile
Smith
Posts are relevent and
branded well.They post
their own blogs and
link to other accounts.
Captions are enagaging,
include a call to action
and relevant hashtags.
Consistent posting, only
post about 4 times a
month.
Appster Facebook:Appster Quality content, include
company member high-
lights and well branded
content.
Consistent posting, only
post about 4 times a
month.
Assessment Summary: This analysis focused on the major competitors and their content on the
platforms Facebook, LinkedIn and Instagram.We found that consistency is key and these competitors
reach more people because of it, this could be due to the evolving algorithms of each social platform.
However, we also found that our call to action in captions and posts are stronger than most and we
sould continue to use these.

6. Social Media Objectives
For the remainder of the year, the goal of our social media strategy will be to grow our following and
increase our generated leads through our social media channels.To do this, our focus will be on creating
high quality content that will encourage more of the community to enagage with, and therefore, increasing
our awareness as a company.
Some specific objectives include:
1. Increase our website traffic by 30% in 6 months by:
- Posting high quality content that leads back to a blog post or other link to our site.
- Interacting with other local accounts on Linkedin, Facebook and Instagram to increase brand awareness.
2. Increase content published on Instagram and LinkedIn by 30% in 6 months.
3. Instagram followers by 40% in 6 months.
students who can crowdsource small businesses
Target Audience:
government entitites (COC), Schools, Non-Profit
organizations
Innovative minded entrepreneurs finding solutions to
modern day problems via mobile platform

7. KPIs
1. Generated leads through social
channels
2. Number of posts to Facebook,
Instagram and LinkedIn.
3. Instagram followers
Key Messages
1. Startup prices with expert experience.
2.A team who’s willing to go the extra
mile to develop a customized app that
will benefit your business.
Online Brand Persona andVoice
Adjectives that describe our brand:
1. Intelligent
2. Modern
3. New age
4. Personable
When interacting with customers we are:
1. Personable
2. Knowledgeable
3. Persuasive
4. Persistent
5. Friendly
Example posts:

8. Timing and Key Dates
Holidays
1. Fourth of July (events, concerts, etc can benefit from an app)
2. Halloween (coordinate with our company colors)
Internal Events
June 22nd & 23rd- Company business trip to New Orleans
Dec 27th - Jan 2nd- Company international business trip to India
Reporting Dates
Reporting will occur on the 1st of every
month.As a startup it is imperative we
monitor our marketing spending closely.
Strategies and Tools
Paid:
Every day we pay $1.24 for our google Ad to appear in browsers across the Southeast.
Once a week, we pay for a social media boost on facebook and instagram to target
selected markets.
Owned:
We use #modernizedmobile as our signature hashtag. We encourage our followers and
friends to utilize our hastag and we produce multiple unique posts per week.
When customers connect with us we point them to use our hash tag to help prolifera-
tion.
Earned:
WJCB allowed for us to show off our company via their Tech Tuesdays special. We were
granted this by a local partner of Modernized Mobile.We were broadcasted, in the
prime time, information about our company’s current and future project.
Tools
Approved Tools
Hootsuite, InShot, PageModo,Typeform, Canva, RawShorts, QRCode Monkey
Rejected Tools
N/A
Existing Subscriptions/Licenses
RawShorts, BiznessApps, PlaceIt

9. Social Media Roles & Responsibilities
Social Media Director: Erin O’Halloran
Responsibilities:Approving content to be published on all accounts,
keeping up with reporting on social channels and our strategy’s
success, managing entire social team
Social Media Manager: Mallory Cross
Responsibilities: Brainstorming and planning out social campaigns,
managing team members and assigning content to be created
Social Media Team Members
Kevin Ramos
Responsibilities: responding to all general customer support ques-
tions on all social channels and email
Khari Olliverie
Responsibilities: responding to all medical media customer support
issues on all social channels and emails
Social Media Policy
Social Media is an extension of us as a company and directly represents our values.We aim to be very infor-
mational and provide extensive resources to businesses, tech enthusiasts, and the entreprenuerial spirited.We
aim to be professional, but also clever and engaging.Team memebrs are expected to employ the best etiquette
in your posts by adhering to the following:
1. Be patient with all
2. Be respectful
3.Answer questions with a composed tone
4. Don’t post anything illegal or confrontational
5. Use common sense
6. Be nice to all, whether they are a customer or not
7. Have an exciting post you’re not sure about? Ask us and we’ll help you create it.
8.Want your networks to hear about what the company is doing? Tag them.
Modernized Mobile values our social media to the equality we do our sales team. Social media has the power
to reach more people, efficiently.Therefore, violation of any of these policies will result in possible legal action
and asseesment by the rest of the team if the member should be kept on.

10. Critical Response Plan
Scenario 1 - Content posted is culturally offensive or inapproriate
Action Plan
1.When content detected:
- Take picture of post
- Delete post
- Message the social media director immediately, if no response message the social media
manager, and if neither message the CEO.
2. Social Media director discuss with CEO to gauge the gravitude of the situation and best course of
action
3. Social Media Director formulates follow up post
4. Once follow up post is addressed, Social Media Director will handle all direct contact. If not avail-
able, the CEO will handle direct contact
5. Employee is evaluated by Social Media Director to determine future involvement with Social Me-
dia.
Pre-approved Messaging:
Message will depend on the social media platform it occured on and the severity of the post.
Scenario 2 - If an employee was to confront customer or respond to a social media comment
inappropriately.
Action Plan
1. Owner must be alerted as soon as possible, who will then alert the Social Media director.
2. Social Media Director must assess the popularity of the incident.
3. Social Media Director will formulate a response more individual to the situation.
4. If Director not available, use pre-approved messaging.
5. Social Media Director and Manager will work together to think forward to a camapign that can
work towards building a positive reputation.
Pre-approved Messaging
On Twitter: “We apologize for the parties affected by our employee’s actions. Modernized Mobile
does not condone any harmful or inappropriate, as they do not represent our value.
On Facebook: “We are upset by the incident that took place ( the date), with one of our
employees.Their actions do not represent the values of our company.We strongly support positive
contributions to our community and this was not one of those.”

11. Measurement & Reporting
Quantitiative KPIs
Reporting Period: 1 month
Date as of June 1, 2018
Website Traffic Sources Assessment
Source Volume % Overall Traffic Converstion Rate
Facebook 100 unique visits + 5%
growth
30% 0%
LinkedIn 200 unique visits + 10%
growth
50% 0%
Instagram 100 unique visits + 5%
growth
20% 0%
Social Network URL Follower count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.face-
book.com/Mod-
ernizedMobile/
200 + 5% growth 12 posts per
week
4%
LinkedIn https://www.
linkedin.com/
company/mod-
ernized-mobile/
90 + 10% growth 5 posts per week 7%
Instagram https://www.ins-
tagram.com/mod-
ernizedmobile/
100 + 5% growth 2 post per week 1%
Social Network Data
Timeframe: as of June 1, 2018

12. Our LinkedIn growth was the most advanced, growing 10% in a month due to consistent posting and graphic con-
tent such as infographics.This is on track to our goal of 30% in 6 months.We really pushed our LinkedIn content
because we found this was the best way to communicate with the community.
Our social media team has remained loyal to the editorial calendar created and therefore, our social channels have
much more branded content and have increased our online presence enormously.We have increased our reach in
every social channel and give this credit to our interaction with other relevant accounts and immediate response
to comments.
We thought about shutting down our Instagram, but believe we should implement a more strict posting schedule
to engage our followers and encourage more engagement. Our product is visual and think this channel will show-
case the product most effectively if used efficiently.
Qualitative KPIs
Sentiment Analysis
An analysis of 50 Facebook posts, 24 Instagram posts (because that’s the max amount posted), 50 LinkedIn
posts revealed:
The most engagement is conversation about the newest technology.This includes the majority of comments on
Facebook and LinkedIn posts linking to other sites and comments on posts that link to our blog.
There hasn’t been much negative content.The only negative presence can be contributed to the disapproval of
other technological advances we link to on our Facebook and LinkedIn.
Proposed Action Items
Continue posting consistently to encourage more enagagement.We’ve noticed the more we post, the big-
ger reach we have and can utilize to give examples to industries that can benefit from a mobile app.
We’ve recieved positive feedback about doing some sort of giveaway with a local organization such as the
Humane Society.We want to work towards fundraising for some campaign such as this one.
We also want to encourage more employees to use our hashatag #modernizedmobile and
engage with more of the community on LinkedIn.