social media management project 1
TRANSCRIPT
Social Media Strategy 2016Conor Soper
2/21/16
Table of Contents• Executive Summary• Social Media Audit• Social Media Objectives• Online Brand Persona & Voice• Strategy & Tools• Timing & Key Dates• Social Media Roles & Responsibilities• Social Media Policy• Critical Response Plan• Measurement & Reporting Results
Executive Summary
• Our main social media goal for 2016 is to increase and strengthen visibility and followership among the general public and within the fan base in preparation of Lady Gaga’s upcoming 5th studio album due out this year.
• Our strategies to accomplish this are to increase offline appearances in order to generate online buzz and followership by discussing them more online before and after the appearances and promoting positive messages surrounding them.
Social Media Audit
Social Media Platform
URL Follower Count
Weekly Activity Average
Weekly Post Interaction Average
Facebook https://www.facebook.com/ladygaga
61.5 M 22 62.6 K Interactions (Likes, Shares, & Comments)
Twitter https://twitter.com/ladygaga
56 M 25 29.4 K Interactions (Likes & RTs)
Instagram https://www.instagram.com/ladygaga
14.8 M 42 171.75 K Interactions (Likes & Comments)
Social Media Assessment
Social Media Audit
Competitors Accounts & Followers
Strengths Weaknesses
Katy Perry FB: 71.8 MTW: 83.1 MIG: 41.2
Very personal and personable on all accounts with loads of visuals
Bogged down by promotions and political endorsements
Beyoncé FB: 64.1 MTW: 14.2 MIG: 60.7 M
Posts are visual and personal with higher averages per interaction
Has not used Twitter since 2013
Rihanna FB: 81.4TW: 56.3 MIG: 34 M
Lots of visual and interactive posts with the largest FB audience.
Posts don’t appear to be personal with references to self in third person.
Competitor Assessment
Social Media ObjectivesSpecific Objectives:• Steadily increase presence and follower count across social media
platforms in preparation for single and album releases• Facebook: increase posts linked from Instagram since gets the most reach,
but reaches more people on Facebook. Reach 65 M followers by album release.
• Twitter: Increased use of #LG5 hashtag to heighten hype surround upcoming 5th studio album and following singles. Reach 60 M followers by album release.
• Instagram: post and outsource more to other accounts, increase follower count since it has the lowest amount using an Instagram-specific campaign for singles. Reach 20 M followers by album release.
KPIs:• Number of followers and interactions• Translation into single and album sales
Online Brand Persona & VoiceBrand descriptors: Examples:• Fearless• Bold• Innovative• CreativeInteraction voice:• Respectful• Encouraging• Grateful• Enthusiastic
Strategies & Tools
Strategies:• Paid: Boost posts across all social media that get
past the current average interaction amount• Owned: Increase use of #LG5 hashtag and create
one for the first single, RT fan mentions on Twitter and offer free single downloads for the first 1,000 to use the hashtag. Increase in press appearances.
Tools: YouTube, Vevo, Hootsuite, Buffer, Photoshop
Timing & Key DatesInternal Events:• March 15 – Announce new single title and
release date• March 23 – Start Instagram single campaign• March 25 – enact hashtag single campaign
and release single• April 8 – release first single music video• April 19 – announce album title • May 1 – announce album tracklist• May 23 – Anniversary of Born This Way
album. Release new album cover and release date
• June 10 – Release second single and promote via social media
• June 15 – Release second single’s music video
• June 24 – Album release date
External Events:• Jan 10 - Golden Globes (Completed)• February 7 – Super Bowl Performance
(Completed)• February 15 – Grammy Awards
Performance (Completed)• February 28 – Academy Awards
Performance• April 8 – Good Morning America
Performance of first single and other old songs, premier of music video as well
Reporting Dates:• Reports will happen on a quarterly basis
on the first of the month
Social Media Roles & Responsibilities
Social Media Team:• Manager - Oversees content and has direct contact with
Lady Gaga for content approval• Scheduler – Schedules content and re-posts across multiple
platforms if necessary• Editors – Edit copy and photos before publishing• Examiners – Monitor and measure success of posts using
analytics and observation, boosts successful posts• Support Team – Receives and addresses technical concerns
on all social media platforms. Looks out for any situations that would need to be addressed by the Critical Response Plan
Social Media Policy
• Always make sure that any content posted is appropriate and without errors
• Be courteous if involved with responses, replies, support or any other form of interaction
• Make sure all content has been run by your supervisor and the social media manager, who can then relay the content to Lady Gaga for approval
Critical Response PlanInappropriate Post Is Made• Be timely, delete the post immediately• Consult with Social Media Manager if there’s need to post an apology,
usually if the reach was large enough to offend upwards of 1,000 users or if made not of by media, make it brief
Gaga Involved In Controversy • Consult with Social Media Manager who will talk with Lady Gaga about
details to get some clarity• Prepare post to explain the situation if possible, try to decontextualize and
deflect on social media if need be is to discuss it• Prepare a number of posts to address the issue, respond or reply if not
combative and don’t become combativeSomeone On Social Media Tries to Call Out Lady Gaga• DO NOT engage• Social Media Manager will consult with Lady Gaga if she feels it would be
appropriate to reply or not
*Rule of Thumb: ALWAYS consult with Social Media Manager before posting anything
Measurement & Responding Results
Social Media Platform
URL Follower Count
Weekly Activity Average
Weekly Post Interaction Average
Facebook https://www.facebook.com/ladygaga
64.3 M4% Growth
285+ Weekly Posts
69.4 K Interactions (Likes, Shares, & Comments)11% Growth
Twitter https://twitter.com/ladygaga
59 M5% Growth
305+ Weekly Posts
34.6 K Interactions (Likes & RTs)17% Growth
Instagram https://www.instagram.com/ladygaga
18.8 M2.7% Growth
519+ Weekly Posts
201.55 K Interactions (Likes & Comments)18% Growth
Social Media Data Reporting: March - May
Measurement & Responding ResultsSocial Media Data Reporting: March - May
Quantitative KPI’s:• Vast increases in follower accounts across all social media
platforms• Increased social media presence and successful social media
single campaign led the first single to a top 10 debut on the Billboard Hot 100 and an eventual peak at #1
• An increase in followership across all platforms led the first single’s debut to break Vevo records for most views within 24 hours of a video’s release
Proposed Actions:• Create another campaign around the second single: First 25
Twitter users to guess it are invited to an album listening party• Prepare content to be posted while Lady Gaga is touring the
album in the third and fourth quarters