THEATRE STRIKE FORCESOCIAL MEDIA STRATEGY

SA R A H K AT Z , OC TOBER 2 2016

TABLE OF CONTENTS1. Executive Summary

2. Social Media Audit

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

EXECUTIVE SUMMARYOur main social media goals for the 2016-2017 school year will be to establish an online brand presence and promote our club as a whole. Our main purpose is to promote the club’s shows and events in an effort to create a more widespread audience and to gain members. Our major strategies will be:

1. Promote and document our performances/events as thoroughly as possible

2. Interact with our following and create an engaging relationship with online followers

SOCIAL MEDIA AUDIT: Social Media AssessmentSocial Network URL/username Follower Count Average Weekly

ActivityAverage Engagement Rate

Facebook Facebook.om/TheatreStrikeForce

1,987 5-7 posts per week 16%

Twitter Twitter.com/tsf_uf 435 5-10 tweets per week

8.9%

Instagram Instagram.com/tsf_uf

137 2 posts per week Averageinteractions per post: 35

Snapchat @tsf_uf 83 Updates to “My Story” posted 3 times a week

60-70 views per update

Data as of September 2016

SOCIAL MEDIA AUDIT: Website Traffic Sources Assessment

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 228 unique visits 18% 3%

Twitter 961 unique visits 4% 0.5%

Instagram NO DATA NO DATA NO DATA

Snapchat NO DATA NO DATA NO DATA

SOCIAL MEDIA AUDIT: Audience Demographics Assessment

Age Distribution Gender Distribution Most Used Social Networks

Primary Motivations

13-17 0.1% 56% Female 45% Facebook To track updates on the club’s shows, events, and performers.

18-24 29.5% 44% Male 40% Twitter

25-34 14.5% 25% Instagram

35-44 2.5% 15% Snapchat

45-54 1.5%

55-64 0.93%

65+ 0.33%

SOCIAL MEDIA AUDIT: Competitor AssessmentCompetitor Name Social Media Profile Strengths Weaknesses

The Really Independent Florida Crocodile

Facebook.com/ufcrocodile

High engagement rates, shareable content that generates more follower interaction

Niche posts that target only a very specific audience, low brand promotion

RUB Entertainment Facebook.com/rubentertainment

Large promotion of events, high reach, recognizable brand

Low engagement rates,low frequency of posts

Gator Nights Facebook.com/gatornights

Large promotion of brand and events, cross-platform promotion, high reach

Low engagement rates, less posts with visuals

SOCIAL MEDIA OBJECTIVESOur primary goal for the 2016-2017 school year is to establish an online presence and solidify what our brand means. While doing so, we hope to gain new members to the club and promote our events to a larger audience. Specifically our goals are:

1. Increase Twitter followers to 500 via branded hashtags and weekly interactive posts to engage audience participation by the end of the first semester

2. Increase visual content on Facebook by 50% by the end of the first semester

3. Post weekly videos to Instagram to generate engagement

4. Regularly update “My Story” on Snapchat to create a more personal perspective on the brand

SOCIAL MEDIA OBJECTIVES: KPIs1. Engagement rates on Facebook and Twitter

2. Number of followers on Facebook, Twitter, and Instagram

3. Amount of views on Snapchat

4. Sentiment Analysis

SOCIAL MEDIA OBJECTIVES: Key Messages• Gainesville’s premier sketch and improv comedy group

•#TSFMedleyMonday

SOCIAL MEDIA OBJECTIVES: DemographicsOur target audience is mainly UF students, but we will also reach anyone in the Gainesville community.

ONLINE BRAND PERSONA AND VOICEOur brand is:

• Conversational

•Relatable

•Personable

•Fun

•Quirky

•Casual

•Engaging

STRATEGIES AND TOOLSPaid: We will boost Facebook posts promoting our biggest shows.

Owned: On Mondays, we will use the hashtag #TSFMedleyMonday on Twitter to generate follower interaction and engagement. We will encourage members and performers to share and use pictures taken at shows.

Earned: During live meetings and events, we will promote our social media platforms and shout out new follows, encouraging new members to check out our pages.

Tools: Photoshop/Canva/other photo editing software, Adobe Premiere, Buffer

TIMING AND KEY DATESDates of Shows: August 22, August 26, September 9, September 23 and so on. Promotion will occur the week of the show.

Dates of Other Events: August 29 – First Academy, September 8 – First Jam

Internal Events: September 16 - Lip Sync Battle philanthropy event, October 3 – First General Body Meeting

SOCIAL MEDIA ROLES•Social Media Chairs: Sarah Katz and Aimee Sinclair• Post on all social media platforms, track analytics for each platform, engage with followers and answer

messages the club receives

•Public Relations Chairs: Mark Burns and Rebecca Wedow• Create event pages for all shows and other events, create digital flyers to post on social media

platforms, encourage other club members to share posts/event pages

•Historian: Ashley Arlow• Post photos and videos taken at shows and other events to our Facebook page

SOCIAL MEDIA POLICYOur social media platforms should act as a representation of the club itself; therefore all posting and communicating with followers via social media should be done in a professional, positive manner. Maintaining a good reputation online does not mean we should lose our brand identity. We are a comedy club at heart, so a casual approach is encouraged. Some guidelines to follow:

•Keep it conversational, but also professional

•Be respectful

•Use proper grammar and language

•Don’t force humor

•Represent the club in the best light

CRITICAL RESPONSE PLAN: Scenario 1Accidental/Inappropriate posting to our Snapchat’s “My Story”

1. Save post and delete off of “My Story.”

2. Alert one/both social media chair(s).

3. Assess how many views the post received and determine if a follow up post is necessary.

4. Sign out of tsf_uf on Snapchat.

CRITICAL RESPONSE PLAN: Scenario 2Show Cancellation

1. Post in Facebook event page for the show that it has been cancelled.

2. Wait 24 hours (if possible) after posting about cancellation to delete Facebook event page to ensure all followers were notified.

3. Remove posts promoting the show, including any digital flyers posted.

4. Post on our main page an apology for the cancellation. Include reasoning if necessary and postponement if available.

MEASUREMENT AND REPORTING RESULTSWebsite Traffic Sources Assessment:

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 228 unique visitsDown 19%

18% 3%

Twitter 961 unique visitsUp 38.3%

4% 0.5%

MEASUREMENT AND REPORTING RESULTSSocial Network Data:

Social Network URL Follower Count Average Weekly Activity

Engagement Rates

Facebook Facebook.com/theatrestrikeforce

1,987Up by 9

10 posts per week50% increase

18%

Twitter Twitter.com/tsf_uf 435Up by 12

10 tweets perweek5% percent increase

9.2%

MEASUREMENT AND REPORTING RESULTSSentiment Analysis:

•An analysis of the sentiments of our Facebook, Twitter, and Instagram posts revealed there be largely positive sentiment amongst our following. This includes shares, likes, comments, retweets, and mentions. There were some neutral sentiments, such as general questions and inquiries about the club. Overall, there was very few, if any, negative sentiments.

MEASUREMENT AND REPORTING RESULTSFuture Actions:

•Continue the hashtag #TSFMedleyMonday on Twitter to have continuing audience engagement

•Continue livetweeting/live Snapchat updates during shows and other events

•Consider Facebook Live as an option along with livetweeting and Snapchat posting during the bigger shows.

•Livestream events like 12 Hours of Improv to boost awareness of the philanthropy aspect of our club

•Create more frequent content to post to Instagram