surge dance center
TRANSCRIPT
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Simarpreet Walia | Kevin Brown | Kiana Luke Hannah Cruver | Cooper Cutler | Yam Yeung
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Table of Contents
Surge - Kiana(Executive Summary)
Brief Overview - Kiana
Mission Statement - Kiana
Social Media Presence - Simar
SWOT Analysis - Hannah
Goals - Hannah
People - Cooper
Content - Cooper
Platforms/Tools - Simar
Planning - Kevin
Analyzing - Kevin
Manage - Tony
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Surge Intro• The Surge Dance Center is well liked and known through the Pierce and King
county community, but lacks in their online presence
• Facebook, Instagram, Twitter, YouTube, and website
• Determined their strengths, weaknesses, opportunities, and threats
• Research to increase traffic for their social media sites
• To continue to grow as a business we believe it is important to have success on each of their social media platforms
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Brief Overview• Located in Lake Tapps, WA
• Owned by Joe and Annalise Espinosa
• Offer classes in jazz, tap, ballet, lyrical, hip hop, tumbling, musical theater, and
stretch and strengthening
• Voltage Competition team
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Mission Statement“The Surge Dance Center aims to provide dance lovers professionals and positive dance training in order to to exert their full potential”
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Social Media Presence • Facebook: 1300+ likes with 1100+ people geotagging the studio locations
• Instagram: 1100+ followers
o 500+ posts but inconsistent posting schedule
Image Credit: https://socialmediaclub.org/wp-content/uploads/2016/04/Social-Media-Graphic.jpg
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Social Media Presence • Website: Fully functional showing current events, and updated content
• Youtube: Each video averages 1000+ views
• Twitter: smallest following with only 97 followers and little to no interaction
Image Credit: https://socialmediaclub.org/wp-content/uploads/2016/04/Social-Media-Graphic.jpg
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SWOT Analysis Strengths
• Easy to use
• Cost efficient
• Ability to reach a large market
• Ability to communicate with audience & aspiring students
• Expands network of students
• Sharing of photos and videos
Weaknesses
• Requires constant upkeep
• Website functionality
• Amount of followers
• Unequal updates on each platform
• Twitter does not come up on Google search
• Few likes/shares
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SWOT AnalysisOpportunities
• Expanding followers
• Self promotion
• Ability to see competition
• Quick updates/response from followers
• Ability to network with potential teachers
• Expand to dancers across the state
Threats
• Local competition also on social media
• Public information available to competitors
• Possibility of spam
• Others have access to post negative remarks
• High competition
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Goals• Develop a social media presence across YouTube and Instagram with 2000
followers on each platform by July 2017o Post regular updates
o Update company website with all social media links
o Ask for feedback from audience
• Increase likes, comments and followers on YouTube and Instagram by 50% by July 2017o Create a unique Hashtag for Surge
o Create more engaging content
o Actively respond to users
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Goals
• Increase the audience on The Surge Dance Center’s YouTube web series “Surge TV” up to 1500 viewers by the end of season 3.
o Create a schedule for the “Surge TV” so that users can follow the show.
o Make the YouTube channel more engaging to YouTube users allowing them to leave feedback, join contests and vote on most liked dancers
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People
• Men, Women & Children
• Personas
• Greater Tacoma Area
• Age 3-49
Target Group
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PeopleTarget Group Needs
• Youtube, Facebook & Instagram
• Promotions
• Moniter
• Feedback
Resources
• Surge Staff
• New Hire
• Outsourcing
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ContentYoutube
• Dance tutorials
• Routines
• Shows/Events
• Sneak Peaks
• Clips
• Team/Member photos
• Advertising Events
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Tools/Platforms • Two main tools YouTube and Instagram managed by Social Media employee
• YouTube - Best video sharing platform to reach millennial audience
• Surge TV - Weekly YouTube dance series to increase brand awareness
• Instagram - Leverage current audience to cross promote other social media platformso Short videos about current events and photos to increase interaction
Image credit: http://www.ignitesocialmedia.com/wp-content/uploads/2016/04/social-media-tools-11-300x300.jpg
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Planning1. Create budget for Instagram and YouTube2. Hire intern/entry level position to manage social
media (administrative position)3. Research and analyze target groups and
audience on both platforms4. Create schedule for content postings5. Create/post videos, pictures, etc.6. Monitor engagement (progress, reply to users,
create hashtag, etc)
One Full time Employee• $15.00 Per Hour• $31,200 Per Year• $1,000 For Equipment (Video camera, Camera, Laptop) • Unknown Cost for advertising
Roles: ➔ Content Collection➔ Technical Support ➔ Content Developer ➔ Communications Director ➔ Advertising
Budget and players/roles Brief Project Plan:
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AnalyzingGoal 1: Develop a social media presence across YouTube and Instagram with 2000 followers on each platform by July 2017.
- # of followers our social media attains for each social network.
Goal 2: Increase likes, comments and followers on Youtube and Instagram by 50% by July 2017.
- # of likes, comments, and followers we’re able to get by July 2017 in comparison to Surge’s current number of engagement on Youtube and Instagram.
Goal 3: Increase the audience on The Surge Dance Center’s Youtube web series “Surge TV” up to 1500 viewers by the end of season 3.
- # of views on video, likes and dislikes on video, comments, and subscribers to channel.
Key Performance Indicators
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Analyzing
Generate Traffic
➔ Third-party marketing agency for ad space on Instagram and Youtube.
➔ Create an ad campaign that will push users to both social network platforms.
➔ “Challenge”, Surge could offer free dance lessons to a participant in the challenge. The challenge would require users to engage with posts, share posts, like, and comment on the challenge which will generate traffic and increase Surge’s reach.
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ManageWe use AgoraPulse to monitor Surge social media
• Link up all the social media account in one software
• Weekly report
• Schedule post
• Cost $49 per month
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ManageWe use Google Analytics to manage social media
• Monitor website traffic
• Revenue that ads on the website bring in
• Analytic report
• Able to identify which link visitor click most
• Free of charge !
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Our Next Step • Maintain and Grow the social media networks
o Updating content weekly (Promotions, Contests)
o Video content will be uploaded on YouTube
• Video Content is about:
o Behind the scenes
o Conversations with the instructor giving extra tips to improve.
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Thank You!