Audrey Ski Creative Campaign Proposal

INTRODUCTION & PURPOSE

Social media is important for the business customer and those types of customers are using
social media. 57% of U.S. workers use social media for business purposes at least once per
week.1 Based on these facts, an expansion of Audrey Ski Creative’s social media efforts will
greatly benefit her company that sells business-to-business. I analyzed Audrey Ski Creative's
social media platforms over the span of 10 weeks. After this period of observation, I have
developed a campaign proposal for improvement.

COMPANY HISTORY
Audrey Ski Creative is Audrey Kuskowski’s freelance business. She works with other small
businesses for their design needs. This can include graphic design, print production,
photography, videography, advertising, and mixed media.

SOCIAL MEDIA ANALYSIS

Audrey Ski Creative has an Instagram, Facebook, Twitter, and Pinterest.

Instagram
Audrey Ski Creative had 58 followers on Instagram at the start of the ten weeks. Now, she has
62 followers. Her pictures average 14 likes a post. She only posts a couple times a month. Her
posts are typically original design content and behind-the-scenes photos of herself, as seen in
Figures 1 and 2. She didn’t have a bio before the ten weeks, but now it says she’s a creative
explorer in Columbus, Ohio that does graphic design and mixed media. This allows her followers
to gain a quick understanding of her business. There is also a link to her website.
Figure 1

Figure 2
Facebook
Audrey Ski had 97 followers on Facebook at the start of the ten weeks. She’s gained only 2
followers. She’s only posted twice this year. One post got 4 likes and the other got 2. She
posted an example of her photography and related the beauty of a butterfly to color blocking,
patterns, and lines. Also, she posted a photo from her wedding day to explain that she’s been
super busy. Figure 3 is 1 of the 2 posts from this year.

Figure 3

Twitter
Audrey Kuskowski’s Twitter is under the handle @audskicreative. She had 72 followers before
the start of the ten weeks. She’s lost one follower since. She follows 281 accounts. It is clear
that this account is for personal use, not advertising or community building for her brand. She
posts about her personal YouTube, channel, skin care, and the environment.

Pinterest
Audrey Ski’s Pinterest has 307 followers. Her logo is her profile picture. Her boards are about
beauty, the planet, travelling, and design inspiration. She uses Pinterest with her clients to
create inspiration boards to better understand their style.

SOCIAL MEDIA IMRPOVEMENT STRATEGIES

Audrey needs to focus on posting consistently. 17.9% of people reported unfollowing brands
because they were too quiet on social media.2 Audrey Ski Creative could delete the accounts
with less activity and focus on two main platforms.
Instagram
Erik Decker’s and Jason Falls’ No Bullshit Social Media explains the importance of clearly
defined goals for an online community.1 Audrey’s goals are to advertise to businesses and
spread awareness for her brand. Audrey does a good job posting examples of her work, but she
neglects to relate the posts to the services her business offers. Relating the posts back to the
skills or the packages she offers will make her services clear for her online community. The
thing that makes her small business unique is the personalization of care; it is one small
business helping another small business grow. Audrey Ski Creative needs to use this strength to
their advantage by calling it out in posts. Furthermore, I think Audrey could create more
engaging material. One idea is to video the process of something being made. Figures 4 and 5
are examples. This would showcase her skills in videography and art at the same time. The key
is to offer customers something of value that fits into your business model.3 A video of art
being done is valuable to the viewer because it entertains. It fits into her business model
because it would show her creativity. Also, 78% of customers believe hat companies focused on
creating custom content are more trustworthy than companies who simply churn out generic
content.4 Audrey could also create art with universal messages that her online community can
relate to. Figure 6 is an example. People will like that it is custom. One technique she could try
is substituting an unexpected word in a familiar phrase. This is a tried and true method in
copywriting that stands out to readers. 5 For example, Audrey take the phrase “All I Want for
Christmas is You” and change it to “All I want for Christmas is Food.” Lastly, I think Audrey
should start posting Instagram stories because they’re considered causal and organic 7.

Figure 4
Figure 5

Figure 6

Facebook
Audrey has only posted twice this year and neglected to post at all in 2017. This is far too
inconsistent for a company. Facebook is unlike Instagram because it relies on words too.
According to a study from TrackMaven, posts with 80+ words garner 2X as much engagement
on Facebook6. This means that Facebook users are willing to read. According to this fact,
Audrey’s longer Facebook captions suitable. The problem on this platform boils down to
inconsistent posting in that case. I recommend that Audrey post twenty-four times a year on
this platform. That means she would have to post twice a month. This may seem like a drastic
change from two post in a year. One thing Audrey can do is post the same content on both
Instagram and Facebook, editing the captions for length.
Less active accounts
The nature of Audrey’s Twitter appears to be 100% personal, yet the handle includes her
company name. I suggest changing the handle name so that it won’t be associated with her
business. That is the case for her Pinterest as well. She doesn’t post consistently and the posts
don’t always relate to design. By keeping her personal accounts personal, Audrey will eliminate
confusion in the future because they won’t be found when people look up the company name.

FINAL RECOMMENDATION
My final recommendation is for Audrey Ski Creative to focus on her Instagram and Facebook.
Her Twitter and Pinterest should not be associated with the brand. It is important that Audrey
engages with her community on Facebook and Instagram. She already does a good job
responding to comments and engaging in other’s posts. Now she needs to create content that
is interesting for everyone, even followers that are not potential clients. These followers can act
as word-of-mouth advertisers if she posts interesting videos and pictures. She also needs to
relate the videos and pictures back to her services for potential B2B clients. Otherwise potential
clients do not have a clear understanding of what she can do for them. Ultimately, Audrey Ski
Creative needs to communicate her purpose and brand in each post. I believe she can
accomplish this by implementing the aforementioned techniques.
References
1. Falls, J., & Deckers, E. (2012). No Bullshit Social Media: The All-Business, No-Hype Guide
to Social Media Marketing. Indianapolis, IN: Que.
2. “The Q3 2016 Sprout Social Index.” Sprout Social, 10 May 2016,
sproutsocial.com/insights/data/q3-2016/.
3. Hemley, Debbie. “26 Tips for Improving Your Social Media Marketing.” Social Media
Examiner Main Page, 27 Jan. 2015.
4. Kimbarovsky, Arielle. “20 Statistics About Branding Every Entrepreneur and Marketer
Should Know.” Crowdspring Blog, 23 Jan. 2017,
5. Dooley, Roger. Brainfluence: 100 Ways to Persuade and Convince Consumers with
Neuromarketing (Kindle Locations 3785-3789). Wiley. Kindle Edition
6. Hussain, Anum. “How to Craft Perfect Posts for Facebook, LinkedIn & Twitter.” HubSpot
Blog, blog.hubspot.com/marketing/create-perfect-social-media-posts-slideshare.
7. Brin, Dinah W. “Key Social Media Moves for 2018.” Inspiration Center- Business, Website
and Marketing Inspiration.8 Mar. 2018, www.weebly.com/inspiration/key-social-media-
moves/.