The document provides social media strategies for Facebook, Twitter, and Pinterest for ChampionsWay. For Facebook, the goals are to increase engagement metrics like people talking about the page and weekly reach. The strategy is to post more relevant content for fans and engage with top fans. For Twitter, goals include increasing leads and retweets. The strategy is to be more active, use hashtags strategically, and thank/mention followers. For Pinterest, goals involve increasing repins, board followers, and driving traffic to the website. The strategy is to create visually appealing boards on topics like martial arts and motivation to engage users.

1. ChampionsWay Social Media Strategy
Kyle Buyers
Overall Goal
First, the main purpose of Social Media for our company needs to be decided on. Whether the
same across all channels or different for each network, we need a concrete purpose before we blindly
move ahead. This can be things like increased traffic to our website, branding, lead generation,
customer service, etc. – but we must choose one before we move ahead.
Overall we need increased engagement in all our channels, measured as discussed in each
section below, as well as overall using Klout. We also must monitor KPI’s closely and often to capitalize
on any immediate successes.
Overall Measurement
At the end of each quarter, each network will be analyzed and reviewed based on its own key
performance indicators, then new goals will be set for the following quarter (keeping the yearly goals in
mind).

2. Facebook
Goals:
Quarter 3
1. Increase People Talking About This from
xxx% to xxx%
2. Increase Weekly Total Reach by 15%, from
approx. xxx to xxx
3. % of fans reached: Increase the percent of
our fans that each post reaches (on
average) from xxx % to xxx% in Q3
Long Term (Dec. 2012 & beyond)
1. Continue to improve % of fans reached
with each post
2. Continue to improve People Talking About
Us
NB: at this time, we are not concerned with increasing the number of likes we have, but rather
reaching a larger percentage of those we already reach.
Brief strategy & outline:
Increase quality and relevance of content for our fans by researching the demographics of our
fan base and vetting content that applies to them. Move away from the model of promoting ourselves
towards a softer approach of engaging with fans through related content as well as commenting on our
most connected fans’ activity as a brand. Stick to a planned posting schedule, and don’t deviate or oversaturate unless there are special circumstances (big news, urgent notification, etc.).
Content:
1. Product tips: informative posts (blog article, screenshot, or video) on how to better use our
software
2. Staff-related posts (tag them if possible and if they agree to it)
a. Birthdays
b. New staff
c. Farewells
3. Client posts (tag them if possible and if they agree to it)
a. New client welcomes
b. Birthdays
c. Major events (new location, sold business, etc.)
d. Testimonials
e. Fan of the month
4. Discussions: create a discussion topic that our fans will want to weigh in on
5. Questions: create polls or questions to create data that will be relevant and helpful to our fans

3. 6. Company updates
a. Newsletters
b. Release notes
c. CEO announcements
7. Fun business facts: little-known things about major companies, popular CEOs, etc. Interesting
yet brief.
8. Trivia: create engagement by providing a different opportunity to subtly stroke fans’ egos
9. Social media tips: share ways for our fans to better increase their presence and reach in social
media
10. Contests: can be done in a variety of ways (win something if you share this post, upload a video
to get a $25 credit, etc.). Will need a budget for discounts, swag, free services, or other
motivators.
11. Promotions: similar to contests, but available to all and doesn’t require any effort on their part.
Useful in highlighting a particular service we offer as well as a tool to measure how many leads
our page can generate.
12. Motivational quotes: if put on a nice picture, our fan base has responded to them very positively
in the past. Also, cross-posting these from Pinterest will be a nice tie-in.
13. Events: each webinar will have its own separate event page created to help field questions, build
anticipation, and serve as an ongoing discussion area
Monthly Schedule:
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
- Contest
- Trivia
- Product tip
- Discussion
- Social
- Inspiration
- Fun
media tip
/ Motivation
business
quote (link
fact
w/Pinterest)
- Inspiration - Trivia
- Product tip
- Fun
- Question
- Social
/ Motivation
business
media tip
quote (link
fact
w/Pinterest)
- Inspiration - Trivia
- Product tip
- Fun
- Social
/ Motivation
business
media tip
quote (link
fact
w/Pinterest)
- Promotion - Trivia
- Product tip - Highlight
- Fun
- Question
- Social
- Inspiration
fan of the
business
media tip
/ Motivation
month
fact
quote (link
w/Pinterest)
 Staff- and client-related posts, as well as company updates as they occur
 Contests, discussions, and promotions on a monthly basis (these should not be run frequently)
Estimated hours per week: 2.5 hours

4. Estimated hours per month: 12
Measurement:
The two key performance indicators we care about overall are People Talking About This and
Weekly Total Reach, since our goal is to engage with our already sizeable fan base. Review this quarterly
to determine success of the strategy and adjust as necessary.
Likes and Friends of Fans will be monitored and documented for future analysis but not
emphasized, as they are not part of our overall goal at this time. (Engaging with leads and customers
and selling to them is more lucrative currently.)
Per post, the key performance indicators are number of people Reached, number of Engaged
Users, how many were Talking About This, and Virality. This is so that we might better understand what
grabs our fans’ attention and encourages sharing the most. At the end of each quarter, we will review
the top 20 posts and look for similarities, trends, and other successes to compound on in the future.

5. Twitter
Goals:
Quarter 3
1. Increase % of leads gained from Twitter by
10%, from xxx to xxx
2. Increase mentions by 50%, from xxx to xxx
3. Double retweets, from xxx to xxx
Long Term (Dec. 2012 & beyond)
1. Continue to increase leads gained from
Twitter
2. Continue to increase number of mentions
by people other than staff
3. Continue to improve number of retweets
by people other than staff
4. Increase traffic from Twitter to specific
marketing campaigns
Brief strategy & outline:
Become more active on Twitter by posting content there purposefully, not just having it
automatically stream Facebook and Pinterest updates. Begin to use hash tags more strategically, taking
advantage of trending features as well as creating campaigns around certain topics we want to highlight.
Overall, transform this network from a robotic, dry feed to a personable, interesting stream.
Content:
This list is exclusive to Twitter:
1.
2.
3.
4.
Thanking/mentioning anyone who follows us who is relevant
Thanking/mentioning people who retweet us
Asking specifically for retweets for big announcements (webinar this week, etc.)
Tweet at least once per day using one of the most popular hashtags trending on Twitter at the
time, putting our own brand and spin on it
5. Tweet at the most popular martial artists (GSP, Jackie Chan, etc.) when we have something
relevant and interesting to say
6. Contests: using a hashtag to win a prize, retweeting to get a ticket to our next event, etc.
This list is content copied automatically from Facebook:
1. Product tips: informative posts (blog article, screenshot, or video) on how to better use our
software
2. Staff-related posts (tag them if possible and if they agree to it)
a. Birthdays
b. New staff
c. Farewells

6. 3. Client posts (tag them if possible and if they agree to it)
a. New client welcomes
b. Birthdays
c. Major events (new location, sold business, etc.)
d. Testimonials
e. Fan of the month
4. Company updates
a. Newsletters
b. Release notes
c. CEO announcements
5. Fun business facts: little-known things about major companies, popular CEOs, etc. Interesting
yet brief.
6. Trivia: create engagement by providing a different opportunity to subtly stroke fans’ egos
7. Social media tips: share ways for our fans to better increase their presence and reach in social
media
8. Promotions: similar to contests, but available to all and doesn’t require any effort on their part.
Useful in highlighting a particular service we offer as well as a tool to measure how many leads
our page can generate.
9. Motivational quotes: if put on a nice picture, these are a great tie-in with Pinterest and our fan
base has responded to them very positively in the past.
The following list will be copied automatically from Facebook, but should be immediately deleted from
Twitter because it is not relevant:
1. Discussions: create a discussion topic that our fans will want to weigh in on
2. Questions: create polls or questions to create data that will be relevant and helpful to our fans
3. Contests: can be done in a variety of ways (win something if you share this post, upload a video
to get a $25 credit, etc.). Will need a budget for discounts, swag, free services, or other
motivators.
Monthly Schedule:
Monday
- Tweet
using
trending
hashtag
- Tweet at
popular
martial
artist /
celebrity
Tuesday
- Tweet using
trending
hashtag
- Begin
monthly
Twitter
contest
Wednesday
- Tweet using
trending
hashtag
Thursday
- Tweet using
trending
hashtag
- Tweet at
popular
martial artist /
celebrity
Friday
- Tweet using
trending
hashtag
Saturday
Sunday

7. - Tweet
using
trending
hashtag
- Tweet
using
trending
hashtag
- Tweet
using
trending
hashtag
- Tweet at
popular
martial
artist /
celebrity
- Tweet
monthly
promotion
- Tweet using
trending
hashtag
- Tweet at
popular
martial artist /
celebrity
- Tweet using
trending
hashtag
- Tweet using
trending
hashtag
- Tweet using
trending
hashtag
- Tweet using
trending
hashtag
- Tweet using
trending
hashtag
- Tweet at
popular
martial artist /
celebrity
- Tweet using
trending
hashtag
- Tweet using
trending
hashtag
- Tweet at
popular
martial artist /
celebrity
- Tweet using
trending
hashtag
- Tweet at
popular
martial artist /
celebrity
- Tweet using
trending
hashtag
- Tweet at
popular martial
artist /
celebrity
- Tweet using
trending
hashtag
- Tweet using
trending
hashtag
- Contest wrapup
Estimated hours per week: 1
Estimated hours per month: 4
Measurement:
Use Klout to determine data at the end of each quarter regarding Twitter statistics. For monthly
stats, use Twitalyzer or HootSuite.
The most important KPI’s are retweets and mentions. Number of followers, just like our number
of Likes, is unimportant – we have a big enough audience that we need to engage better with.

8. Pinterest
Goals:
Quarter 3
1. Increase average re-Pins of each post
(measured 3 days after each post) from
xxx to xxx
2. Increase followers of each of our Boards
from xxx to xxx
3. Increase our overall followers of our page
from xxx to xxx
4. Get at least 10% of Pinterest traffic to visit
a specific landing page on our website for
them
a. Have 10% of them fill out a form
on said site
Long Term (Dec. 2012 & beyond)
1. Continue to increase number of re-Pins
2. Continue to increase number of Board
followers
3. Continue to increase number of page
followers
4. Continue to drive traffic to our website
5. Also, any specific marketing campaign
landing pages
Brief strategy & outline:
The nature of Pinterest is exceptionally visual with a side of social. As such, we will have to think
visually. This means pinning things that are relevant to our clients/potential clients rather than things we
produce. We will also have to monitor the comments and engage with other boards/brands/users. Our
strategy for becoming visually stunning and incredibly share-able is below.
Content:
1. New Board: Astounding Kicks
a. This board is comprised of awesome-looking kicks – whether flexible, spinning, flipping,
or anything else that is eye-popping, this is the Board for it. Create a sense of “whoa.”
2. New Board: Kids’ Martial Arts
a. Anything involving kids and martial arts goes here. The cuter, the better. Create the
“awww” factor.
3. New Board: Motivation
a. This is the place for motivational quotes, inspiration, etc. A strong image with an
inspiring quote from a celebrity belongs here.
4. New Board: Feats of Strength
a. This board is complimentary to the Astounding Kicks board, but focuses on a more
overall approach. This is the place not just for punches but breaks, unbelievable
pushups, et cetera. Make the viewer feel empowered.
5. New Board: How to Hit the Next Level

9. 6.
7.
8.
9.
10.
a. Pinterest loves how-to’s. This board caters to that, and will tie in well with our Library.
Teach the viewers something (using an image primarily) – how to become more flexible,
how to remember a kata, etc. Help them learn.
New Board: Ideas for School Owners
a. This Board favors our clients more, and is a great tie-in with our webinars. Not only do
we share the recordings, but we create great quotes from them, as well as design howto’s specifically created for school owners (AKA our clients and ideal prospects). Again,
help them learn.
New Board: Just For Fun
a. Anything that’s amusing or timely/relevant goes here. A good cartoon, a news story, or
a holiday greeting would all be good things to Pin to this Board.
New Board: Our Incredible Clients
a. If any new clients join, Pin a photo of them or their school. Also, any VIP/existing clients
go here. This is a great place to tie in our testimonials as well.
Revamp existing Board: Our Team
a. If any new staff are hired, Pin a photo (with their approval). Any releases or monthly
syncs should go here, as well as any recent successes (belt tests, etc.). The goal is to
personify and humanize the company.
Contests: Each month, have one contest that ties in to one of the boards in some way. “Pin your
greatest kick,” “Re-pin your favorite photo of ours,” things like that. Get people sharing and
have our name and brand get out there.
Monthly Schedule:
Monday
- Pin to
Astounding
Kicks
- Pin to
Motivation
- Repin
someone’s
Pin
- Find
someone to
follow
- Pin to Kids’
Martial Arts
- Pin to
Motivation
Tuesday
- Pin to Kids’
Martial Arts
- Start
monthly
contest
Wednesday
- Pin to
Feats of
Strength
- Pin to How
to Hit the
Next Level
Thursday
- Pin to
Astounding
Kicks
- Repin
someone’s
Pin
- Find
someone to
follow
Friday
- Pin to Kids’
Martial Arts
Saturday
- Pin to
Feats of
Strength
- Pin to
Ideas for
School
Owners
Sunday
- Pin to
Astounding
Kicks
- Repin
someone’s
Pin
- Find
someone to
follow
- Pin to
Feats of
Strength
- Pin to
Astounding
Kicks
- Pin to
Ideas for
School
Owners
- Pin to Kids’
Martial Arts
- Pin to
Feats of
Strength
- Pin to
Astounding
Kicks
- Pin to How
to Hit the
Next Level
- Repin
- Pin to Kids’
Martial Arts

10. - Pin to
Motivation
- Pin to
Feats of
Strength
- Pin to
Astounding
Kicks
- Pin to
Motivation
- Repin
someone’s
Pin
- Find
someone to
follow
- Pin to
Astounding
Kicks
- Repin
someone’s
Pin
- Find
someone to
follow
- Pin to Kids’
Martial Arts
- Repin
someone’s
Pin
- Find
someone to
follow
- Pin to Kids’
Martial Arts
- Pin to How
to Hit the
Next Level
- Pin to
Feats of
Strength
- Pin to
Ideas for
School
Owners
someone’s
Pin
- Find
someone to
follow
- Pin to
Feats of
Strength
- Pin to
Astounding
Kicks
- Repin
someone’s
Pin
- Find
someone to
follow
- Pin to
Astounding
Kicks
- Repin
someone’s
Pin
- Find
someone to
follow
- Pin to Kids’
Martial Arts
- Wrap up
monthly
contest
- Pin to Kids’
Martial Arts
- Pin to
Ideas for
School
Owners
- Pin to
Feats of
Strength
- Pin to
Feats of
Strength
- Pin to How
to Hit the
Next Level
- Pin to
Astounding
Kicks
- Repin
someone’s
Pin
- Find
someone to
follow
Estimated hours per week: 1.25
Estimated hours per month: 6
Measurement:
Similar to Facebook and Twitter, the KPI here is sharing. However, the difference is that we are
still trying to establish a presence here, so unlike Facebook/Twitter we do need to get more followers of
our Boards and our brand page since the numbers are too low at the moment. Thus, our primary goal is
to increase sharing, and our secondary goal is to increase our follower base (both as measured in the
Goals section).

11. LinkedIn
Goals:
Quarter 3
1. Increase number of company followers
from xxx to xxx
2. Have at least xxx% of MF’s connections be
martial arts school owners
Long Term (Dec. 2012 & beyond)
1. Continue to increase number of company
followers
2. Continue to grow & develop MF’s
connections
Brief strategy & outline:
Historically LinkedIn has failed to deliver any worthwhile leads for us, so rather than use it as a
lead generation tool the goal is to use it as the face of the company, as well as make MF more public to
familiarize others with our founder & CEO. The purpose here is not to deliver sales, but to improve our
brand image overall. The challenge, then, is how to do this measurably.
Content:
1. Have Master Farid (or whoever manages his account) connect with any other martial arts school
owners; build his network as CEO and school owner.
2. Any big changes with the company should be posted as a company status/update – new
employees, farewells, new product releases, etc.
3. Our relevant, well-written blog posts should be linked to from the company page and from MF’s
page as well. Note that this does not include every blog post – nothing about MMA news and
the like, strictly things we write to establish ourselves as experts in our field.
4. Due to LinkedIn’s tone and purpose, keep posts professional and business-related. Anything
overly/exclusively visual or not directly related to martial arts should be avoided. Facebook and
Pinterest are far better for that kind of material.
5. Unlike the other networks, LinkedIn should not be running any contests or promotions. Again,
keep things strictly professional and informative.
6. Use LinkedIn to market anything that further establishes our credibility, with special focus on
webinars and upcoming events.
Monthly Schedule:
Due to the drastically different approach with LinkedIn (versus other networks), combined with each
item being reactionary and having very few elements of being proactive, there is no schedule for
content. Rather, it should be posted on an “as-it-happens” basis.

12. There are two exceptions to this rule: first, webinars, which should be posted once a week; second,
industry events, which will be posted every other week with a link to our related webpage.
Estimated hours per week: 1
Estimated hours per month: 4
Measurement:
Because we are using LinkedIn for branding and industry presence, the KPI’s are the number of
people who follow our company and the percentage of MF’s connections that are school owners.
At this time metrics such as employees, their connections, and number of posts are irrelevant to
our main LinkedIn strategy.

13. YouTube
Goals:
Quarter 3
1. Increase our YouTube subscribers by 10%,
from xxx to xxx in Q3
2. Increase our YouTube channel views by
2%, from xxx to xxx in Q3
Long Term (Dec. 2012 & beyond)
1. Get 250+ views of each monthly
sync/release within one week of its
posting
2. Generate and post at least one testimonial
per month
3. Have our main promotional video(s)
garner 1,000+ views within 6 months of
their posting date
Brief strategy & outline:
Video networks are our main place to not only post videos, but host them and track their
successes when we embed them elsewhere for other campaigns. We will track the data to determine
where our videos earn the most views, as well as determine what our viewers are most interested in.
Because we use these sites primarily for hosting and data tracking, at this time we are not concerned as
much with the social aspect – comments, connections with other users, and similar approaches are not
the primary focus of our marketing in this medium. Finally, these will also be our main location for
creating how-to’s for our products (which will also be linked to via our related Pinterest Board).
Content:
1.
2.
3.
4.
5.
Post each webinar one week after it is held
Post all client testimonials we receive and/or create
Post each monthly sync/CEO announcement video
Post all release notes highlighting our great new features
Post how-to videos for each main branch of our software: scheduler, attendance, reports, etc.
a. Have these created by customer service and released consistently to help our customers
better understand the product
6. Create several entertainment-themed playlists that clients can watch rather than looking
through videos and leaving our front page
a. Best movie fight scenes
b. Greatest knockouts
c. Martial arts techniques
7. Create playlists for our various categories of videos
a. Release notes/CEO announcements
b. Webinars

14. c. Product how-to’s
d. Testimonials
e. Staff videos
8. Once we shoot a promotional video, use that as the main video on our profile page as well as
the “face” of any of our video endeavors; in other words, put our best food forward in the video
realm.
9. Contests should not necessarily be run primarily through YouTube/Vimeo, but they should still
have a video element every so often. “Post you doing your favorite technique and enter to win 1
month free service,” “post a testimonial and enter to win 6 months of our Library free,” etc.
These posts can be Tweeted at us or linked on our Facebook (can’t be FB videos though, since
we will want to be able to embed and track these) and considered an entry – thus, while not
entirely based on the YouTube/Vimeo network, they will still be considered part of the video
strategy.
Monthly Schedule:
Monday
Tuesday
Wednesday
Thursday
- Post
webinar 1
- Post howto video of
one feature
of PM
- Post
webinar 2
Friday
Saturday
- Add one cool
new video to
one of our
entertainment
playlists
- Add one cool
new video to
one of our
entertainment
playlists
- Add one cool
new video to
one of our
entertainment
playlists
- Post monthly
- Be sure to
sync/CEO
have 1
announcements client
testimonial
posted by
the end of
the month,
minimum
Estimated hours per week: Varies from .5 to 2 (not including recording & editing time for our
videographer)
Sunday

15. Estimated hours per month: 5 (not including recording & editing time)
Measurement:
KPI’s are mainly video views, rather than number of likes, favorites, or comments. We do this
because we will be measuring how engaged people are with the videos by what percent of it they watch
before they leave the page. Given the nature of our videos (shot mainly to be helpful for potential
clients & clients rather than shareable and viral), we don’t expect many comments or shares, nor do we
make them a priority.
Thus, there are two main metrics we will observe and document: views for each video and how
many people are watching/subscribing as a whole.
Finally, although not a specific goal within the video strategy, we will be monitoring how many
people watch the videos all the way to the end, as well as what major points within videos people tend
to drop off so we can improve our offering and learn from our shortcomings.

16. Google+
Goals:
Quarter 3
1. Increase number of +1’s to our page by
10%, from xxx to xxx
2. Increase number of people who have us in
their circles by 10%, from xxx to xxx
Long Term (Dec. 2012 & beyond)
1. Continue to increase number of +1’s to our
page
2. Continue to increase number of people
who have us in their circles
Brief strategy & outline:
Our Google+ page is still getting off the ground. It is off to a good start, but still lacks momentum
and weekly engagement. In order to boost interactions, we must first boost our numbers; thus, the
strategy of G+ (unlike Facebook and our other channels) is to increase +1’s and circles in Q3 and the
remainder of the year. Once we have weekly (or even daily) interactions, at least 500 +1’s, and 350+
have us in their circles, it will be time to revisit and redevelop the strategy.
Content:
1. Hangouts: our page will host two monthly hangouts: one with a sales staff for potential
customers, and one by a customer service employee for current clients.
2. Take best posts of Facebook during the month and re-share here
a. Don’t overdo it; do not make G+ too similar to Facebook! 2 to 3 of the same post per
week maximum
3. Google+ has an advantage over Facebook in that it has trends and hashtags right on its front
page. Thus, similar to Twitter, we will post at least twice weekly to capitalize on what’s hot and
get ourselves more exposure.
4. Events: Google+ recently released (June 2012) their Events feature, which has great potential for
in-person events (although not online or virtual events). We will incorporate this with our next
major company event, CWAY, to not only increase our social reach but have an already welldesigned area for those looking to follow in real-time and reminisce later.

17. Monthly Schedule:
Monday
- Post
monthly
contest
- Post
something
related to
current
trend on G+
- Post 2week
promotion
Tuesday
- Post
something
related to
current
trend on G+
- Post
something
related to
current
trend on G+
- Post
something
related to
current
trend on G+



Wednesday
- Hangout:
customer
service
- Post
something
related to
current
trend on G+
- Hangout:
sales
Thursday
- Post
something
related to
current
trend on G+
Friday
Saturday
Sunday
- Post
something
related to
current
trend on G+
- Post
something
related to
current
trend on G+
- Celebrate
monthly
contest and
declare
winner
- Close
promotion
Staff- and client-related posts, as well as company updates as they occur
Contests and promotions on a monthly basis (these should not be run frequently)
Cross-posting with Facebook as necessary, although not often
Estimated hours per week: 1.25 (not including Hangout time, only setup)
Estimated hours per month: 5 (not including Hangout time, only setup)
Measurement:
As stated in the goals and outline, the initial objective of Google+ will be to grow our numbers.
Thus, the two key performance indicators will be number of +1’s to our page (this does not include any
outside webpages of ours, only our main profile page) and the number of people who have us in their
circles.

18. Lounge/Blog
Goals:
Quarter 3
1. Lounge: Receive at least one daily post
from a client, lead, or prospect
2. Lounge: Respond to all posts within 24
hours
3. Blog: Create at least 1 post per month
(videos acceptable)
Long Term (Dec. 2012 & beyond)
(Same as quarterly goals)
1. Respond to any post on our Lounge within 24 hours, regardless of business day, holiday, etc.
2. Praise any big client successes by having more than one employee respond
Brief strategy & outline:
Our Lounge serves as a place people can post and talk with us once they are signed up and in
the system – it is not public. Our blog is public, but currently used infrequently. However, the main
reason we would use a blog is to increase our SEO and/or establish our expertise and credibility in a
subject. Given that we already rank very high on SEO and have been known as the main software for
martial arts schools for over a decade, there is no reason to reboot our blog and dedicate time writing
articles to accomplish things we are already doing well.
Overall, our main goal for these mediums is to use them as customer service and support, and
as such they are to be monitored and posted in by the customer service team rather than the social
media marketers.
Content:
N/A
Monthly Schedule:
N/A
Estimated hours per week: 1 (only includes monitoring and linking to other social media initiatives;
doesn’t include customer service)

19. Estimated hours per month: 4 (only includes monitoring and linking to other social media initiatives;
doesn’t include customer service)
Measurement:
The KPI’s of our Lounge and Blog revolve around user engagement: how often they post, and
how quickly we respond. Thus, activity is measured in two ways: how many times per day users post,
and how long it takes for employees to respond.

20. Community/Ning
Goals:
Quarter 3
1. xxx different people updating a status each
week
2. xxx people uploading at least one photo
per week
3. xxx different people uploading a video per
month
4. xxx different people taking part in the
discussion forums each month
Long Term (Dec. 2012 & beyond)
1. xxx new registrants each week
2. xxx updated statuses each week
3. xxx different people uploading photos
each week
4. 2 new videos each week
5. xxx people taking part in the discussion
forums each month
Brief strategy & outline:
The Community should be our main posting hub for the vast majority of our social media
endeavors. With 3,000+ members and full control over everything, from the branding to content/user
moderation, we can maximize this to have the largest martial arts social network in the world, which
also happens to be hosted by a martial arts software company. For Q3, our main Community goals are
centered around reviving and rejuvenating. Once we get the user base active again, we will revisit the
Community strategy to determine what to do with it from there.
Additionally, this can be the main area for all our content postings: YouTube/Vimeo videos,
contests, etc. can all be posted here, making this our umbrella for all our social endeavors. Facebook will
serve a similar purpose, but we are not able to measure, control, or brand the page nearly as well as the
Community.
Content:
1. Use broadcast feature to message all members about the following:
a. Monthly release notes/CEO announcements
b. Webinars
2. Use the following content strategies, similar to Facebook (copy if necessary)
a. Product tips: informative posts (blog article, screenshot, or video) on how to better use
our software
b. Staff-related posts (tag them if possible and if they agree to it)
i. Birthdays
ii. New staff
iii. Farewells
c. Client posts
i. New client welcomes

21. d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
ii. Birthdays
iii. Major events (new location, sold business, etc.)
iv. Testimonials
User of the month
Forum posts: start one new topic per month for users to weigh in on
Company updates
i. Newsletters
ii. Release notes
iii. CEO announcements
Fun business facts: little-known things about major companies, popular CEOs, etc.
Interesting yet brief.
Trivia: create engagement by providing a different opportunity to subtly stroke fans’
egos
Social media tips: share ways for our fans to better increase their presence and reach in
social media
Contests: May have to be run similar to YouTube contests, in that the Community
piggybacks off another network to drive user engagement. Will need a budget for
discounts, swag, free services, or other motivators.
Promotions: similar to contests, but available to all and doesn’t require any effort on
their part. Useful in highlighting a particular service we offer as well as a tool to measure
how many leads our page can generate.
Motivational quotes: link to each one we post on Pinterest
Events – create event pages for the following:
i. Upcoming webinars
ii. Upcoming live events (ex: Training Days)
Monthly Schedule:
For the most part, follow the Facebook posting schedule. The only things that will be different
are the message broadcasts, which should follow the schedule below:
Monday
- Post
monthly
contest
- Month’s
end promo
Tuesday
- Upcoming
webinars
Wednesday
Thursday
- Upcoming
webinars
- Close monthly
contest
Friday
- Blast
monthly
release notes
Saturday
Sunday

22. Estimated hours per week: .5
Estimated hours per month: 3
Measurement:
The KPI’s of the Community for Q3 are centered on higher levels of usage across multiple users.
As such any activity on the Community will be monitored and logged (updates, uploads, etc.).
One drawback of this approach is because the Community is powered by Ning, it will be harder
to find automated measurement of its data and activity. Thus, a closer eye will have to be kept in regard
to measuring and reporting member usage.
Guidelines / Policy
Refer to the guidelines and social media policy already posted internally on our website.