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LOS ANGELES
INTERNATIONAL AIRPORT

SOCIAL MEDIA MANAGEMENT
STRATEGEY

6 FEB 2023

Scope of Work

Social Media Manager, overseeing Hyatt Regency, Los Angeles International Airport interactions with the public through implementing content strategies on social media platforms.

Collaborating with designers, copywriters and overall SweSoul team to establish clear and informative posts and engagement.

MAR - DEC 2023 OVERVIEW

  • Engage on Instagram, Facebook & LinkedIn

  • Min. 3 posts per week, all posts on each account

  • Active posts on Stories as needed daily

  • Editing and posting Reels

  • Min. 6 hours of engagement per week

  • Managing incoming DMs and enquires

  • Managing incoming influencer requests

  • Capturing content

Responsibilities

  • Research and organization to set strategy and goals. Design social media strategy to align with business and marketing goals of the establishment.

  • Design and populate a monthly social media calendar to follow month by month.

  • Management of a Google Drive to upload and grab content from.

  • Monthly or Bi-monthly visits to capture content as needed.

  • Working closely with the marketing team at Hyatt Regency, Los Angeles International Airport in supporting them with direction for marketing and content creation when needed.

  • Editing content as needed in forms of Reels and videos.

  • Creating templates for articles and branded content.

  • Creating a holiday and event calendar with the marketing team at Hyatt Regency, Los Angeles International Airport to highlight. This may include last minute events that need to be shared or posted.

  • Publish and share engaging content as scheduled and any last minute needs and events as they happen.

  • Overseeing Instagram account design and feed layout.

  • Communicate with followers, influencers and respond to comments and queries.

  • Save down and use music that is trending and inline with the culture of the establishment and area.

  • Collaborate with local vendors, accounts and partners on social media campaigns.

  • Create local lists and spotlights of events happening in the area and greater Los Angeles.

  • Get access to and update “link in bio” as needed.

  • Collaborate with other teams at the establishment as needed to ensure brand consistency and tone.

  • Perform research on current benchmark trends and audience preferences. Stay up-to-date with current technologies and trends in social media, design tools and applications.

  • Monthly performance reports emailed to the Marketing Manager and review call with all interested parties.

Social Media Research

By doing Social Media Research it will help us idenfity the following objecties to help us develop a strategy and which type of cointent we should be creating, posting, how often and determine the ideal engagement times based on the target audience.

  1. AUDIENCE

  2. OBJECTIVES

  3. TIMELINES

  4. COMPETITORS / INSPIRATIONAL ACCOUNTS

  5. ESTABLISHMENT STRENGTHS

  6. HOLIDAYS, EVENTS & CAMPAIGNS

  7. INFLUENCERS & PR

  8. WHAT HAS WORKED AND WHAT HAS NOT

Trend Awareness

IF THERE’S ONE THING WE CAN COUNT ON,
IT’S THAT SOCIAL MEDIA IS ALWAYS CHANGING.

Here are the top 10 social media trends we expect to see making waves in 2023:

  1. Less Copy & Paste Trends 

  2. UGC Creators Shine

  3. YouTube Shorts Take Off

  4. AI Goes Mainstream 

  5. Rise of LinkedIn Creators

  6. Keyword Search & SEO Takes Center Stage

  7. Gated Content  

  8. Storytelling is Less Linear

  9. Instagram Doubles Down on Creators

  10. On-Brand Aesthetics

Less Copy & Paste Trends 

  • In 2022, hopping on trends was a key strategy for growing on TikTok and Instagram.

  • But in 2023, solely using trending audio is on its way out.

  • In order to stand out, creators and brands will incorporate more original content into their overall strategy.

  • From longer-form vlogs to no-frills conversations on niche topics, video content is already shifting towards casual, off-the-cuff storytelling. The challenge now is to make your video stand out in a sea of copycats.

  • Think room reviews and day-in-the-life-of. Example Reel. Example TikTok

UGC Creators Shine (user-generated content)

  • 80% of consumers say UGC highly impacts their purchasing decisions. Social Media Today Survey. This type of content is what generates the most engagement, new followers and brand discovery.

  • But not every brand has a bank of UGC to use, nor an in-house team to create photos that look organic. Which is where UGC creators come in.

  • Bring highly curated and diverse influencers or pay micro influencers to create organic content. Example Reel 1 Reel 2 Reel 3

YouTube Shorts Take Off

  • The appeal of YouTube Shorts is twofold: creators who post on Shorts are able to attract more viewers to their long-form content and grow their number of subscribers. 

  • Perhaps in the future it is worth investing into YouTube content. Collecting a wide variety of videos created by the brand and by content creators to be posted regularly on Youtube over time. Will lead to more views, discovery, SEO and monetization of content.

AI Goes Mainstream 

  • The future has arrived and artificial intelligence (AI) is officially everywhere — and more accessible than ever.

  • Tiktok has released their AI effects, and Instagram will launch their version in 2023 with improvements 2024.

  • Copy generators like Chat GPT and Jasper.ai are also becoming popular with brands and creators to help them draft outlines or ideas for written content. While AI can’t replace originality, creativity, or thought leadership, we’ll likely be seeing a lot more of it in the coming years.

Rise of LinkedIn Creators 

  • LinkedIn is older than Facebook. So why’s it on the list of social media trends to watch in 2023? Two words: organic engagement. 

  • Creators are taking to the platform, infusing personality in their posts, and standing out as experts in their respective fields. A great opportunity for brands to follow.

  • There’s even been an increase in LinkedIn “Power Users” hiring ghostwriters to pump out content to their loyal followers. 

  • For brands, writing out their press messages with a link to the original press, creating lists of best places to visit in LA or even reposting some of the content used for Instagram. Huge for SEO, campaigns and discovery.

Keyword Search & SEO Takes Center Stage

  • Move over Google — nearly half of Gen Z is using TikTok and Instagram for search instead. 

  • This means that if you want your content to get discovered, optimizing your posts with keywords is more important than ever. 

  • SEO matters in captions, closed captions and on-screen text using relevant and descriptive keywords that your audience is searching for.

  • Make a list of keywords you’d like your brand to rank for and be sure to regularly create social content around them.

Gated Content (online materials, such as white papers, articles and videos, that require that users fill out a form before they can access them)

  • For original content such as “10 top things to do in LA this week” consider making them only available via link in bio or sign up forms. This creates a large database for newsletter marketing but more importantly links to the website with more call to actions and campaigns to follow.

  • There’s been a growing shift towards gated content, for a few reasons: 

    • Fatigue of “suggested content” popping up on social feeds 

    • Creators and brands seeking a deeper connection with their most-loyal followers 

    • Creators wanting to “own” their content outside of always-changing social media platforms

    • Creators looking to monetize with “exclusive content” for their biggest fans 

Storytelling is Less Linear

  • This is the concept of telling a story mid-way through instead of at the beginning. 

  • This style of storytelling prompts the audience to dig a little deeper to understand what’s happening.

  • This may be a reveal of a campaign, exclusive offer, a room or an event, where you only show a part 1 and have the user wait for part 2.

Instagram Doubles Down on Creators

Instagram is looking to differentiate itself from the competition in 2023.

  • Inspire creativity: In 2023, Instagram wants to encourage users to be creative again.

    They've rolled out new features like Reels templates and music in feed posts, and we predict we'll see more customizable editing tools for photos, Stories, and Reels throughout the year.

  • Discover new things.
    Instagram is launching better discoverability tools. With the ability to search by keywords and hashtags, users have been able to discover new accounts to follow and posts to interact with. This year, the Explore page will level-up and start serving more trending topics, relevant profiles, and content.

  • Spark Connections between people over what they find.
    With the launch of Group Profiles and Collaborative content it means you can connect with your audience in a more intimate way — whether it's via exclusive behind-the scenes content, inspirational boards, or AMAs.

On-Brand Aesthetics

  • Nowadays, your Instagram page is pretty much a resume, portfolio, and website all wrapped up in one.

  • Establish Your Brand. Choose a Consistent Instagram Theme. Maintain Your Aesthetic via Your Icon, Feed, and Stories. Plan Ahead

Social Media Objectives

Social Media Planning

SOCIAL MEDIA MONTHLY CALENDAR (GOOGLE SHEET)

Planned 2-4 weeks ahead of time, approved by the head of marketing and any additional last min changes are all updated here.

SOCIAL MEDIA MONTHLY SCHEDULE (LATER APP)

Once all content is approved it will be input into Later to ensure posts are being published at the best time during the day and never missed.

FEED PREVIEW

Ability to review a visual of the feed in advance to ensure we follow
on-brand aesthetics.

CONSISTENT POSTING

Posting a min of 3 posts a week with a variety of images, carousels, reels and videos and ensuring there are always daily posts on stories.

Organize content marketing into different core categories and topics that we will use to define/showcase the brand:

  1. Love for LA. Become a destination for LA culture, bringing the best insider tips and inspiration in LA, highlight beautiful photography, videos, art, murals from local artists, planning your trip, how to become an Angelinos and more.

  2. Hotel: the rooms, working/coworking spaces, event spaces, bar, restaurant, lobby, art/installations

  3. Events: all events at the hotel ie weddings, corporate events, parties, “watch Super Bowl at our bar” and more.

  4. Holidays and Important days: spotlighting big holidays celebrated around the world. This can also be celebrity birthdays and LA historical moments (on this day).

  5. Partnerships: pop ups, collaborations, products in the shop, artists, designers and Influencers that we can tag in our feed/story content

Content Creation

Original Highlights

Organizing & Capturing Events

Original Tributes with Licensed Content

Candid Shots

Photoshoots

Modified / Holiday

Graphic Design

Influencer / Aestetics

Collaborations

Monthly Reporting

In the first week of every month, you will be receiving a monthly social media report from the previous month.
We will schedule a monthly call to review all results and set new goals for the following month.

This analytics report offers but is not limited to the following:

  1. Follower growth, reach and engagement

  2. Content growth, reach and engagement

  3. Top posts and reels

  4. Highlights specific to that month

  5. Engagement graphs

  6. Profile interactions

  7. Demographics

  8. Location of demographics

  9. What worked and did not work

  10. Upcoming month’s highlights and calendar view

Overview

MONTHLY RETAINER

SOCIAL MEDIA CONTENT MANAGER

Tier 1

With direction from the marketing & social media team

  1. create a monthly calendar in advance.

  2. The calendar will contain captions

  3. Content design and creation to match the messaging.

  4. Visiting the establishment and various Los Angeles locations for photo and video shoots for social media content, campaigns and events. (Includes max 4 monthly edited reels/videos)

    $3,500 per month (not including traveling costs)

Tier 2

With direction from the marketing & social media team providing SweSoul with a calendar one month in advance including captions to

  1. Create content design and creation to match the messaging.

  2. Visiting the establishment and various Los Angeles locations for photo and video shoots for social media content, campaigns and events. (Includes max 4 monthly edited reels/videos)

    $2,500 per month (not including traveling costs)


SOCIAL MEDIA ADS MARKETING & MANAGEMENT

With focus on Instagram and Facebook ads and promoted posts.

Price to be determined based on needs and content creation. To be discussed.

EXPENSES

Reimbursed for all reasonable out-of-pocket business expenses incurred in connection with the performance of work such as business travel expenses to and from the establishment, food and beverages during visits, valet and parking during visits, technology resources, equipment and supplies as needed.

Additional overtime as needed $150/hr

PHOTOSHOOT

Organize Professional Commercial Photoshoots yearly or bi-yearly photoshoots for social media, campaign and website needs. Including but not limited to

  • Design a Shoot List & Brief (shots needed for and of what)

  • Sourcing and communication with the photographer/s

  • Hire and organize models as needed

  • Design location and set.

  • Editing photos and downloading them for future use

Price ranges from 5,000 - 15,000 depending on what is needed.

ADDITIONAL SERVICES

  • Planning publicity strategies and campaigns.

  • Writing and producing presentations, articles, press releases and social media posts.

  • Designing or project managing the production of visual communications and digital content.

  • Designing campaign landing pages and flyers

  • Influencer, artist, vendor outreach

  • Organizing events and pop ups

  • Please see www.swesoul.com for more services.

    Pricing to be discussed to match the needs and budgets.

LINKEDIN PLATFORM & RECRUITMENT

Working with the HR and marketing team to manage the establishment’s LinkedIn Platform to provide

  1. Outgoing - content updates, press updates, blog updates and additional information to keep the page up to date and attract new talent, followers and build SEO.

  2. Incoming - Managing direct messages from followers and professionals that are interested in working for the establishment

  3. Outreach - find, connect with, and manage the people you want to be on your team. Working with LinkedIn’s tools to source the best candidates to reach out to with new job opportunities.

  4. Up-to-date insights

Up to 5 hours per week - $2,300/ month

Additional LinkedIn Recommended service:
Film / photograph content specifically to be posted for LinkedIn to enhance and showcase the establishment for recruiting purposes. Ex. Pictures, videos, interviews of the employees, working environments, reception, meeting rooms, employee rooms, employee events, behind the scenes and more.
1 Location shoot for 3-4hrs + editing 5-7 finished content pieces to be posted.
Please see “expenses” below for any travel costs or overtime needed.