Simarpreet Walia | Kevin Brown | Kiana Luke Hannah Cruver | Cooper Cutler | Yam Yeung

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

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

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

Mission Statement

“The Surge Dance Center aims to provide dance lovers professionals and positive dance training in order to to exert their full potential”

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

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

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

SWOT AnalysisOpportunities

• Expanding followers

• Self promotion

• Ability to see competition

• Quick updates/response from followers

• Ability to network with potential teachers

• Expand to danvers 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

Goals• Develop a social media presence across YouTube and Instagram with 2000 followers

on each platform by July 2017

o 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 2017

o Create a unique Hashtag for Surge

o Create more engaging content

o Actively respond to users

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

People

• Men, Women & Children

• Personas

• Greater Tacoma Area

• Age 3-49

Target  Group

People

Target Group Needs

• Youtube, Facebook & Instagram

• Promotions

• Moniter

• Feedback

Resources

• Surge Staff

• New Hire

• Outsourcing

Content

Youtube

• Dance tutorials

• Routines

• Shows/Events

Instagram

• Sneak Peaks

• Clips

• Team/Member photos

• Advertising Events

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 platforms

o 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

Planning

1. 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:

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

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.  

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

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 !

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.

Thank You!