social media management project - pdf
TRANSCRIPT
Table of Contents • Execu1ve Summary • Social Media Audit • Social Media Objec1ves • Online Brand Persona & Voice • Strategy & Tools • Timing & Key Dates • Social Media Roles & Responsibili1es • Social Media Policy • Cri1cal Response Plan • Measurement & Repor1ng Results
Execu1ve 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 prepara1on 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 aSer the appearances and promo1ng posi1ve messages surrounding them.
Social Media Pla,orm
URL Follower Count
Weekly Ac<vity Average
Weekly Post Interac<on Average
Facebook hVps://www.facebook.com/ladygaga
61.5 M 22 62.6 K Interac1ons (Likes, Shares, & Comments)
TwiVer hVps://twiVer.com/ladygaga
56 M 25 29.4 K Interac1ons (Likes & RTs)
Instagram hVps://www.instagram.com/ladygaga
14.8 M 42 171.75 K Interac1ons (Likes & Comments)
Compe<tors Accounts & Followers
Strengths Weaknesses
Katy Perry FB: 71.8 M TW: 83.1 M IG: 41.2
Very personal and personable on all accounts with loads of visuals
Bogged down by promo1ons and poli1cal endorsements
Beyoncé FB: 64.1 M TW: 14.2 M IG: 60.7 M
Posts are visual and personal with higher averages per interac1on
Has not used TwiVer since 2013
Rihanna FB: 81.4 TW: 56.3 M IG: 34 M
Lots of visual and interac1ve posts with the largest FB audience.
Posts don’t appear to be personal with references to self in third person.
Social Media Objec1ves Specific Objec1ves: • Steadily increase presence and follower count across social media
plaforms in prepara1on 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.
• TwiVer: 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 interac1ons • Transla1on into single and album sales
Timing & Key Dates Internal Events: • March 15 – Announce new single 1tle
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 1tle • 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
Repor1ng Dates: • Reports will happen on a quarterly basis
on the first of the month
Social Media Roles & Responsibili1es
Social Media Team: • Manager -‐ Oversees content and has direct contact with Lady Gaga for content approval
• Scheduler – Schedules content and re-‐posts across mul1ple plaforms if necessary
• Editors – Edit copy and photos before publishing • Examiners – Monitor and measure success of posts using analy1cs and observa1on, boosts successful posts
• Support Team – Receives and addresses technical concerns on all social media plaforms. Looks out for any situa1ons that would need to be addressed by the Cri1cal Response Plan
Cri1cal Response Plan Inappropriate Post Is Made • Be 1mely, 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 situa1on 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 comba1ve and don’t become comba1ve
Someone 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 pos1ng anything
Social Media Pla,orm
URL Follower Count
Weekly Ac<vity Average
Weekly Post Interac<on Average
Facebook hVps://www.facebook.com/ladygaga
64.3 M 4% Growth
28 5+ Weekly Posts
69.4 K Interac1ons (Likes, Shares, & Comments) 11% Growth
TwiVer hVps://twiVer.com/ladygaga
59 M 5% Growth
30 5+ Weekly Posts
34.6 K Interac1ons (Likes & RTs) 17% Growth
Instagram hVps://www.instagram.com/ladygaga
18.8 M 2.7% Growth
51 9+ Weekly Posts
201.55 K Interac1ons (Likes & Comments) 18% Growth