Download - Social Media Marketing Campaign
Ashvinie | Kashif | Pravesh | Satyameet | Thomas
PRESENTED BY
SCENEVERSE :Kitchener-based start-up company, developing software and computational mechanisms to serve social scenes
SHOZON:
Threshold pledge show-booking application for grass-root musicians.
SOCIAL MEDIA PRESENCE
GOAL : To attract 50 projects and 5000 fans by the end of campaign
TARGET SEGMENTAge : 17 to 32 Yrs
Aspiring Artists
Independent, self-reliant, energetic
NETNOGRAPHY Punk is not only pop or rock
• Celtic Punk : Celtic punk is essentially punk rock accompanied by traditional Irish instruments
• Cowpunk: Cowpunk is a strange marriage of country and punk rock
• Gypsy Punk: Essentially punk rock that reflects Eastern European roots
• Psychobilly: Is a blend of '50s rockabilly music and punk rock
Being Punk Malkovich“the reason I do love punks because I
really do is that they are more honest and more true to them self than most others are. and have a f*cking good taste in music.”
Apolitical
“I think 'punk' tattoos are kind of lame. If you love the band that’s great. But when I see people with just 'punk' tattooed on them it looks really pathetic.”
Agnostic
Ink and piercings
Attitude, not attire
Love Pets
COMPETITIVE
Crowd funding for Indie Music
Shozon • Rockethub• Ticket-o-
meter• Dukits
DIY
, Pla
tfor
m fo
r
crow
dfun
ding
, Tar
getin
g
and
attr
actin
g cr
eativ
e
entr
epre
neur
s D
IY, Platform for
crowdfunding, Targeting
and attracting creative
entrepreneurs
Unique to the Punk/Indie scene
POSITIONING TRIANGLES
LIFESTYLE
Shozon
Lifestyle Goal : Live by their own rules
Tattoos expressing socio-political messages, non-conventional /self modified clothing & accessories depicting anti-consumerist movement, self modified bikes that talk about speed and aggression
Emot
iona
l Con
nect
ion
:
Love
for se
lf ex
pres
sion
Emotional C
onnection :
Love for self expression
Channel to express
POSITIONING TRIANGLES
NARRATIVE
Aura: reliable event facilitator
EvolveRe
solv
e
Involve Allegory : Elevation of the talent within
Relevant social & character tensions or conflicts: Inability to gather resources and fan base
POSITIONING TRIANGLES
POSITIONING STATEMENT
To the aspiring punk artist who desires to live by his own rules, our brand Shozon is a reliable event facilitator, elevating the talent within by providing resources and a fan base through collaboration, because it is crafted for and driven by artists who have their roots engraved in the Punk/Indie culture
Campaign “Smackdown”
Campaign
“SMACKDOWN”
CA
MPA
IGN
IMPLE
MEN
TATIO
N P
LAN
July 22 Aug 22
Identification of 15 talents
Approaching Key influencers
June 1
4 weeks
Profile creation & Content Development
2 weeks
June 15
Engaging Key influencers
Posting of videos by artists and sustained fan engagement
5 weeks
May 1
Campaign Awareness
FINAL 3Campaign Launch
SMACKDOWNCrowdfunding initiations on Shozon
FINAL SMACKDOWN
4 weeks
Facebook promotions, Tweets, Blogs, Forums, Tumblr
# of unique fans
Average amount of time spent by fans
# of like and dislike on campaign page
# of Tweets and Retweets about the campaign
# of mentions on blogs and other online publications
% traffic increase on other social media channels
Campaign Metrics
Campaign Budget
Possible Social Media Expenses Amount
IT / Technology Development $ 5000
Social Media Monitoring, analytics $ 500-1000
Blog Seeding Program (WOM) -
Twitter ( Facilitated by Influencers, mainly relationship based )
-
*Assuming Existing Community Manager