<strong>Samma Karuna Social Media Strategy and ‘how to’ guide</strong>

Author: Cait Whytock
Audience: Samma Karuna Social Media Mananger
Version 1.2, February 2023
** connection > perfection **

Objective

The objective of the social media and content strategy for Samma Karuna is to increase awareness of the school’s offerings. 

The strategy aims to attract new students, engage with current students, and build a strong community around the school.

Intentions

1. Increase Brand Awareness: The social media and content strategy aims to increase the school’s brand awareness by expanding the reach of the school’s content and messaging to new audiences.
2. Drive Traffic to the Website: The strategy aims to drive traffic to the school’s website through social media channels by promoting the school’s classes, events, workshops, and teacher training programs.
3. Increase Engagement: The social media and content strategy aims to increase engagement with the school’s community by encouraging conversation, interaction, and feedback on social media channels.
4. Establish Thought Leadership: The strategy aims to establish the school as a thought leader in the field of tantra, breathwork, and yoga by sharing informative and educational content on social media channels.
5. Grow Community: The social media and content strategy aims to grow the school’s community by building relationships with existing students and fostering a sense of belonging and connection.
6. Increase Student Enrollment: The strategy aims to increase student enrollment in the school’s classes, events, workshops, and teacher training programs by promoting these offerings on social media channels and highlighting their unique value proposition.

Who are our audience?

(Niche)

Samma People:

Body people:

• Knowledge 
• Yoga

Energy People:

• Breathwork
• Qigong
• Reiki
• Non stoppers but not too much emotions

Emotions People:

• Tantra
• Biodev
• Love to feel

Types of people who search for Samma Karuna

** It is vital to keep these people in mind when creating content. **

Newcomers:

These individuals may be curious about tantra, breathwork, and yoga, but may not have much experience with these practices. They may be looking for an introduction to these practices and a supportive community to explore them with.

Experienced Practitioners:

These individuals may have some experience with tantra, breathwork, and yoga and are looking to deepen their practice. They may be looking for more advanced classes, teacher trainings or workshops to continue their learning and growth.

Mindfulness Seekers:

These individuals are interested in holistic health, mindfulness, and meditation. They may be looking for ways to reduce stress, increase self-awareness, and improve their overall well-being.

Alternative Healing Seekers:

These individuals are interested in alternative healing modalities and may be looking for ways to address physical, emotional, or spiritual issues that they haven’t found solutions for in traditional medicine.

Community Seekers:

These individuals may be looking for a sense of community and connection with like-minded individuals. They may be interested in socialising with people who share similar values and beliefs.

Aspiring Teachers:

These individuals may be interested in pursuing a career in teaching tantra, breathwork, biodevelopment and yoga. They may be looking for teacher training programs or mentorship opportunities to help them develop their skills and knowledge.

Where to start?

• Apps and websites you need (including logins & passwords – ask your manager for these):
  • Instagram
  • Facebook
  • Facebook creator studio (meta business suite)
  • Capcut
  • Google drive
  • Canva

How to run the social media account:

  Daily:

• Ensure that the daily schedule is posted to the story
  • Sunday evening, the next weeks schedule needs to be posted
• Repost events/ workshops (upcoming this week) – story (& post if quality is good enough)
• Inbox ‘hearts’ & respond to urgent messages
• Reply or ‘heart’ to comments on shared posts
• Reshares to stories – customer & teacher (anyone that tags you in a story)
• 1 x story
• Post or reel (follow the format from canva)

Weekly:

• 4 x reels – alternate between 1 testimonial (our own audio) & 1 trending sound (found on instagram)
• 4 x posts 
• 7 x stories 
• Highlights & updates
• Inbox check & respond
• Update linktree links

Monthly:

• Schedule in events/workshops (including photos or videos)
• Make weekly/daily schedule
• Batch/filler reels or posts ( include one from each of the 4 types of content)
  • 4 x testimonials
  • 10 x reels
  • 10 x posts
  • 28 x stories
• Highlight clear up
  • Weekly & daily schedules
• Inbox ‘clear out’
  • Check all messages have been replied to or ‘hearted’
• Get linktree links ready
  • Workshop links
  • Event links
  • YTTC etc links
• Ensure ALL comments are either ‘hearted’ or replied to (if necessary)

Example of Weekly Content Gathering and Scheduling:

(All content is added to the Samma Karuna google drive – 

& all templates for workshops/schedules are in Samma Karuna Canva acct)

Saturday:

• Workshop ‘poster’ creation (all prepped for following week)
• Scheduled posts for following week
• Meet with team and discuss jobs for next week

Monday:

• 1x tetra testimonial 
• 1x video at community meeting of dancing
• 2x photos at community dinner

Tuesday:

• 1x Biodev video
• 1x yoga testimonial
• 2x scenery photos

Wednesday:

• 1x Guest testimonial
• 1x Yoga video
• 1x cafe (food) or beach photo

Thursday:

• 1x Tetra testimonial
• 1x Bonfire video
• 1x Workshop video/photo

Friday:

• 1x photo for clothes swap content or conscious cinema
• 1x Osho meditation video
• 1x Self inquiry video

The 4 types of Content:

(ADD TO MONTHLY PLAN)

(Please note ALL video content for instagram needs to be shot in portrait) 

Educational:

• How to
• Infographic
• Myth buster
• Q&A

Entertaining:

• Story telling
• Trend applied to niche (trending sound or video  )
• Relatable scenario
• Funny meme

Inspirational:

• Quotes
• Daily Affirmations
• Before & After
• Personal Story

Sell:

• Testimonial
• ‘Success’ story
• Offer review
• Case study

Example of Weekly Content Posting:

Saturday:

• Daily schedule
• Workshops/Events for next week (in stories)
• Reel or photo about a stand out class of the week (eg. Qigong workshop)

Sunday:

• Daily schedule
• Next weeks schedule
• Workshops/Events for next week (in stories)
• Reel or photo about community (eg. what the community dinner looks like)

Monday:

• Daily schedule
• Biodev testimonial or reel

Tuesday:

• Daily schedule
• AUM Meditation testimonial 
• Share about AUM in the stories

Wednesday:

• Daily schedule
• Tetra or breathwork reel (eg.Do you how to breathe? Or Benefits of breathwork)

Thursday:

• Daily schedule
• Self Inquiry photo or reel (eg. graphic on Byron Katie Questions)

Friday:

• Daily schedule
• Yoga reel or photo (eg. 3 reasons you should try dancers pose)

Example/templete of 2 months worth of themes and content:

Month 1:

Week 1: Foundations of Tantra and Heart-Centred Living

Samma Karuna’s Tantra program introduces students to the history, philosophy, and practices of Tantra, and how it can be applied in daily life. Students are encouraged to cultivate heart-centred living through meditation, journaling, and self or partner practices. Samma Karuna’s community-centred environment provides an ideal space for students to connect with themselves and others in a supportive and nurturing environment.

Reel 1: (Educational)

Caption: Introduction to Tantra: What it is, its history, and its relevance to modern-day living

Content: Short clips of the teacher providing an overview of what Tantra is and how it can be applied in daily life, along with brief historical context.

Reel 2: (Sell)

Caption: The importance of leading from the heart and how it can benefit our lives.

Content: Testimonial from student

Reel 3: (Entertaining)

Caption: 3 different practices for connecting with the heart, such as heart-centred meditation and gratitude journaling etc

Content: Clips of the teacher (or anyone) demonstrating heart-centred meditation and gratitude journaling, along with tips for how to incorporate these practices into daily life.

Reel 4: (Educational)

Caption: Introduction to a partner exercise and/or tantra practices for cultivating connection with others

Content: Clips of the teacher demonstrating partner exercise and tantra practices, along with tips for how to practise these with a partner.

Add in 3 photo form content – inspirational, entertaining & sell. 

Photo with inspirational quote

Week 2: Breathwork and Mind-Body Connection

Samma Karuna’s Breathwork program emphasises the importance of breathwork in regulating the nervous system and cultivating inner peace. Students learn various breathwork techniques, including So-hum, Tetra, and other practices. Samma Karuna’s Mindful Movement program incorporates yoga asana, qigong, and other mindfulness-based practices that focus on the mind-body connection.

Reel 1: (Educational)

Caption: Understanding the connection between the breath and the mind

Content: Clips of the teacher explaining the relationship between the breath and the mind, along with the importance of breathwork in regulating the nervous system.

Reel 2: (Entertaining)

Caption: 2 breathwork practices for regulating the nervous system and cultivating inner peace (so-hum & tetra)

Content: Clips of the teacher demonstrating the 2  breathwork techniques.

Reel 3: (Sell)

Caption: Customer testimonial

Content: Testimonial

Reel 4: (Educational)

Caption: Partner breathwork practices for cultivating deeper connection and trust with others

Content: Clips of the teacher demonstrating partner breathwork techniques, such as synchronised breathing and heart-to-heart breathing, along with tips for how to practise these with a partner.

Add in 3 photo form content – inspirational, entertaining & sell. 

Photo with inspirational quote

Week 3: Cultivating Self-Awareness and Authentic Expression

Samma Karuna’s community-based environment provides a safe and supportive space for students to explore their inner selves and cultivate self-awareness. Students are encouraged to practise self-reflection, which can be facilitated through the school’s daily workshops and activities. Tantra practices, such as eye-gazing and soul-gazing, help students cultivate authentic communication and deeper intimacy.

Reel 1: (Educational)

Caption: 3 practices for cultivating self-awareness, such as self-reflection and journaling

Content: Clips of the teacher discussing the importance of self-reflection and journaling in cultivating self-awareness, along with tips for how to practise these effectively.

Reel 2: (Entertaining)

Caption: The importance of authentic expression and how it can lead to greater fulfilment

Content: Clips of the teacher discussing the benefits of authentic expression, such as increased self-confidence and deeper connections with others.

Reel 3: (Educational)

Caption: 3 Tantra practices for cultivating authentic communication and deepening intimacy

Content: Clips of the teacher demonstrating tantra practices for cultivating authentic communication and deepening intimacy, such as eye-gazing, hugging and soul-gazing.

Reel 4: (Entertaining)

Caption: Breathwork practices for releasing energetic blockages that may be inhibiting authentic expression

Content: Clips of the teacher demonstrating breathwork techniques for releasing energetic blockages, such as cathartic breath and release breath.

Add in 3 photo form content – inspirational & sell. 

Testimonial in written or video form

Photo with inspirational quote

Week 4: Integrating Tantra, Breathwork, and Yoga into Daily Life

Samma Karuna provides students with strategies for integrating the practices learned throughout the program into daily life. The school’s community provides ongoing support and encouragement for students to maintain their practice, through daily workshops, community events, and ongoing support from staff and other students.

Reel 1: (Educational)

Caption: Strategies for integrating the practices learned throughout the program into daily life

Content: Clips of the teacher providing tips for how to incorporate the practices learned throughout the program into daily life, such as setting aside dedicated practice time and using these techniques in the day or in a moment of trouble.

3 or 4 TESTIMONIALS of how people are using the techniques in their daily life.

Add in 3 photo form content – inspirational, entertaining & sell. 

Photo with inspirational quote

Month 2:

Week 1: Breathwork

Day 1: Post (carousel of breathing techniques & a brief explanation of each & the benefits) – 

Welcome to our breathwork series! Today, we’ll be discussing the benefits of conscious breathing practices and sharing some simple techniques you can use to calm your mind and reduce stress. #breathwork #mindfulness 

Day 2: Class photo post & advertise TTC

Day 3: Reel (Video either with a teacher explaining this or content of a student using breathing techniques and a voiceover) – Breathwork for Anxiety: In today’s reel, we’re sharing some powerful breathwork techniques to reduce anxiety and promote calm. Give these a try and let us know how they work for you! #breathwork #anxietyrelief #selfcare

Day 4: Testimonial of Tetra breath

Day 5: Post (carousel of tips to cultivate breathing in so ham way or tetra) – The Science of Breath: Did you know that breathing deeply can have a profound impact on your physical and emotional health? Today, we’re exploring the science of breath and sharing some tips for cultivating a conscious breathing practice. #breathwork #scienceofbreath #selfcare

Week 2: Yoga

Day 1: Reel – Morning Yoga Flow: (maybe get a student teacher to film this ??) Join us for a quick and energising yoga flow to start your day off on the right foot. #yogaeverydamnday #morningyoga #selfcare

Day 2: Class photo or advertisement of the many types of yoga provided at Samma & advertise TTC

Day 3: Post – Yoga and the Heart: (Photo’s of some heart opening asanas – eg. Fish pose, wheel etc) Cultivating love and compassion is at the core of our yoga practice. Join us this week as we explore heart-opening asanas and meditations to deepen your connection to yourself and others. #yogaeverydamnday #heartopening #selflove

Day 4: Testimonial for a yoga class or TTC

Day 5: Reel – (reel of some yin poses or a yin class) Yoga for Stress Relief: In today’s reel, we’re sharing some restorative yoga poses and breathing techniques to help you unwind and reduce stress. Give these a try and let us know how you feel! #yogaeverydamnday #stressrelief #selfcare

Week 3: Tantra

Day 1: Post – (photo of women connecting to their hearts or to each other – hands on heart etc) Tantra and the Divine Feminine: Join us as we explore the role of the feminine in tantra and how to cultivate a deeper connection to the divine feminine within yourself. #tantra #divinefeminine #selfcare

Day 2: Photo of tantra class & advertise TTC

Day 3: Reel (video of teacher talking about tantric sexuality or voiceover where students are practising a technique) – Tantric Sexuality: In today’s reel, we’re discussing the spiritual side of intimacy and sharing some techniques for cultivating sexual energy and deepening your connection with your partner. #tantra #sexuality #intimacy

Day 4: Testimonial from one of the classes

Day 5: Post (Photo of man/woman connecting to nature) – Tantra and the Elements: Nature is a powerful force that can help us connect to our spiritual selves. This week, we’re exploring the connection between the elements and tantra and sharing some practices to deepen your connection to nature. #tantra #elements #selfcare

Week 4: Integrating Practices

Day 1: Reel – Integrating Yoga, Breathwork, and Tantra into Daily Life: Join us for a quick reel on how to integrate these practices into your daily routine and cultivate a deeper sense of connection and well-being. #selfcare #dailypractice #yogaeverydamnday

Day 2: Photo of the community

Day 3: Post – Leading from the Heart: Authenticity and connection are at the core of heart-centred leadership. Join us this week as we explore practices to cultivate emotional intelligence and meaningful connections with others. #leadingfromtheheart #heartcentered #selfcare

Day 4: Testimonial of AWH student or other student talking about the school in general

Day 5: Reel – Breathwork for Self-Discovery: In today’s reel, we’re discussing the power of breath to cultivate self-awareness and explore the inner self. Give these practices a try and let us know what you discover! #breathwork #selfdiscovery #mindfulness

50 hashtags for breathwork, yoga & tantra:

Breathwork:

#breathwork

#breathing

#breathcontrol

#pranayama

#breathawareness

#breathhealing

#breathemindfully

#mindfulbreathing

#breathemovement

#breathingtechniques

#breathworkjourney

#consciousbreathing

#breathandmeditation

#breatheasy

#breatheinbreatheout

#breathemore

#breathedeep

#breathenow

#breathewell

#breathingexercises

#breathedeeply

#breathinpeace

#breathoutstress

#breathedeepbreathefree

#breathewithme

#breathingtherapy

#breatheworkshop

#breathetransform

#breathemindset

#breatheworkout

#breathetobefree

#breathemovementmeditation

#breathandflow

#breathaware

#breathenaturally

#breathenewlife

#breathetraining

#breathedeeplyrelax

#breathelife

#breathingmeditation

#breathelove

#breathelivebe

#breatheworks

#breathedeeplyandletgo

#breathedeepbreatheout

#breathemindbody

#breathesimple

#breathetobestrong

#breathetocenter

#breathetolive

Yoga:

#yoga

#yogainspiration

#yogapractice

#yogaeverydamnday

#yogalife

#yogajourney

#yogafit

#yogalove

#yogamotivation

#yogaeverywhere

#yogapose

#yogachallenge

#yogastrength

#yogaflexibility

#yogaeveryday

#yogaselfpractice

#yogateacher

#yogacommunity

#yogaworkout

#yogabody

#yogaretreat

#yogamindset

#yogaspirituality

#yogameditation

#yogarelaxation

#yogatime

#yogajoy

#yogabalance

#yogabenefits

#yogabeginner

#yogachange

#yogaeverybody

#yogafitfam

#yogainstructor

#yogajoyful

#yogalifestyle

#yogapracticenotperfect

#yogaposeoftheday

#yogatips

#yogatransformation

#yogaworld

#yogabreathe

#yogadaily

#yogapower

#yogavibes

#yogawellness

#yogamom

#yogaeveryblessedday

#yogatogrow

Tantra & Heart Centred living:

#tantra

#tantralove

#tantramassage

#tantraspirit

#tantriclove

#tantrayoga

#tantriclife

#tantricrituals

#tantricawakening

#tantraenergy

#tantrameditation

#tantricawakening

#tantrichealing

#tantricrelationships

#tantricpractice

#tantrawisdom

#tantricart

#tantricpath

#tantraconsciousness

#tantricawakening

#tantrictherapy

#tantrafestival

#tantricteacher

#tantraworkshops

#tantraexperience

#tantramaster

#tantricguide

#tantraunion

#tantricpleasure

#tantrahealingarts

#tantrictraining

#tantraworld

#tantricflow

#tantraexploration

#tantrayogapractice

#tantricmassagepractice

#tantricheart

#leadingfromtheheart

#heartcenteredleadership

#heartleadership

#heartwisdom

#heartintention

#heartconsciousness

#heartenergy

#heartandmind

#heartfullness

#heartcenteredliving

#heartempowerment

#heartmindspirit

Insights & Key Performance Indicators (KPI’s) :

(These can be found in your professional dashboard & insights tool bar and in the meta business suite)

Follows:

• How many people followed you?
  • 397 in the month of Jan 2023

Impressions:

• How many people saw the post?
  • 2374

Likes:

• How many people liked the post?
  • 80

Shares:

• How many people shared the post?
  • 6

Comments:

• How many people commented on your post?
  • 0

Engagement:

• A combination of likes, shares, follows, and anything where a person engaged with a post or your account
  • +14.1% (849)
  • 44K accounts

Conversions: (mainly for ads)

• How many people converted after engaging with your post?
  • x

Click through rate:

• How many people are *actually clicking the links in your posts?

Links to video explanation:

2022 Instagram Insights EXPLAINED: How to use your analytics to grow faster!

How to use Facebook Analytics in 2023 (Facebook Page Insights) learn about your audience!

An example of a social media strategy template: https://cdn.zapier.com/storage/files/95147698597f2db4f51536aa4d8ca727.pdf

How to choose the right social media account for which type of content and customer:

https://images.ctfassets.net/lzny33ho1g45/1Z7KuDQiX8GA27HrRjBjqw/f279c51e3c3f7c4434ce7e00ad306615/choose-social-media-platform.png?w=1400

These KPI’s need to be refined and improved continuously. (Every month)

Scheduling:

Content is planned and auto scheduled in the creator studio (META BUSINESS SUITE) 

A preview of how it may look on the instagram feed and to test out colours etc is in canva on the grid template 

https://www.canva.com/design/DAFazQ-Q7oM/xnMN0Qv8UrAjLCLbRnjrvg/edit

Links to video explanation:

Canva

FB creator studio

HOW TO PLAN YOUR INSTAGRAM FEED USING CANVA | Why I don’t use planning or scheduling apps!

How To Use Meta Business Suite | Complete Meta Business Suite Tutorial for Beginners [2023]

Content necessities:

Themes should be chosen around the teacher trainings and the awakening and healing program

Teacher trainings for upcoming months 

Tantra, Breathwork & Yoga

Jan – Yoga TTC & BioDev TTC

Feb – AWH

Mar – Yoga TTC

Apr – Tantra & Breathwork TTC

May – Yoga TTC

Jun – AWH

Jul – Yoga TTC & Tantra & Breathwork TTC

Aug – AWH

Sept – Yoga TTC

Oct – AWH

Nov – Yoga TTC & Tantra & Breathwork TTC

Dec – AWH

1. Workshops & Events for the week/month – communicate to event manager regarding content and captions (they should provide content for us to post) BUT use the template saved in canva to post on Instagram
2. Schedule for the month/week/day
3. Testimonials
4. Linktree links

Base content around teacher trainings 2 months post TTC. (example: if tantra TTC is in April, content should be focussed on Tantra TTC in Jan/Feb)

How to edit videos:

• Download Capcut app or to your laptop
• Watch tutorial on how to use 
• You will need access to the google drive for photo and video content 

socialmediasammakaruna@gmail.com sammakaruna11

(https://mail.google.com/mail/u/0/#inbox)

Links to video explanation:

CapCut Video Editing Tutorial – COMPLETE Guide (2021)

Places to post:

• Instagram
• Facebook 
• YouTube Shorts

How to make a reel:

• Go to your Instagram home screen
• Look at the top right corner & click on the square with a plus (+) sign in it.
• Alternatively, swipe your screen to the right and you will get to the same place.
• This will bring up a screen with a few options in it – at the bottom in the middle of the screen you can choose from the following options – Post, Story, Reel or Live. Click on REEL. (There will be a few options on the left hand side when you bring up this screen.)

• To add your content, click on the blue plus at the bottom left of your screen
• Once you have selected a video, you will be able to cut it in the next frame. At the bottom of your screen, the video will be highlighted in white with a toggle on either end.
• Select how much of the video you would like to include by sliding the toggle along the bottom with your finger (it even gives you time)
• To add the clip, click ‘Add’ at the top right or to cancel, click ‘cancel’ in the top left and select another.
• To add another clip, simply click the blue plus sign at the bottom left of your screen.
• Once you have added all the clips you want, click next located at the bottom right of your screen.
• You can now add music, a voice over or sound effects, effects, text etc (all located at the top of your screen)
• Once you have finished this, click next and this will take you to the final screen.
• Here you can add your caption, tag people, add a message button, select your audience, rename your audio, add a location and finally either share or save it as a draft.
• Adding music:
  •  You can add a saved sound which will be in your saved songs list.
  • You can add any song you’d like by searching it in the search bar.

·   

Links to video explanation:

·  How to add a reel from phone: 

How To Post A Reel On Instagram

·  How to add a reel from PC How To POST Instagram REELS From PC (FREE)

How to make a post: (photo)

• Go to your Instagram home screen
• Look at the top right corner & click on the square with a plus (+) sign in it.
• Alternatively, swipe your screen to the right and you will get to the same place
• This will bring up a screen with a few options in it – at the bottom in the middle of the screen you can choose from the following options – Post, Story, Reel or Live. Click on POST.
• You can now select your photo or video (if you choose a video under 5 minutes Instagram will automatically add it as a reel)
• Once you have selected your photo, click ‘next’ this will take you to the editing screen. You are able to edit the photo in the app however, this is not recommended.
• Simply click the ‘next’ option again and this will take you to the final screen where you can add in your cation, tag people, add the location etc
• When you have completed this step, either save to draft or click post.

Editing a post or reel once it has been posted:

• Go to the post you’d like to edit, in the right corner there will be three dots, click on these.
• Select edit post or manage reel then edit (You are able to edit the caption, tags and location but not the actual pictures)
• Edit the post and click save

Links to video explanation:

How to Post on Instagram (2022 Beginners Guide)

How to post on stories: 

• Go to your Instagram home screen
• There are three ways you can do this:
  • Look at the top right corner & click on the square with a plus (+) sign in it.
    • This will bring up a screen with a few options in it – at the bottom in the middle of the screen you can choose from the following options – Post, Story, Reel or Live. Click on STORY.
  • OR hold down your display photo in the left top corner and click ‘add to your story’
  • Alternatively, swipe your screen to the right and you will get to the same place

Links to video explanation:

How To Use Instagram! (Complete Beginners Guide) (2022) (6:24 – how to post a story)