SocialMediaStrategy

SavannahGreen9/27/16

WhoisFlume?

•  FlumeisaDJfromAustraliawhohasrecentlytakenthemusicindustrybystorm.HeisknownforhiscollaboraHonswithinnovaHvearHstsandincomparablebeats.Hecurrentlyhas2singlesontheTop50chartsinboththeUnitedStatesandinAustralia.HeisinthemiddleofhisNorthAmericantour.

TableofContents•  ExecuHveSummary•  SocialMediaAudit

–  SocialMediaAssessment–  TrafficSourcesAssessment–  CustomerDemographicsAssessment–  CompeHtorAssessment

•  SocialMediaObjecHves•  OnlineBrandPersonaandVoice•  StrategiesandTools•  TimingandKeyDates•  SocialMediaRolesandResponsibiliHes•  SocialMediaPolicy•  CriHcalResponsePlan•  MeasurementandReporHngResults

ExecuHveSummary

•  TheprimarygoalofthesocialmediacampaignistoraiseawarenessofFlumeasanarHstandtopromotehis2016NorthAmericantour.

•  ThemajorsocialstrategiesuHlizedwillbe1.  LivedocumentaHonfromperformancesateachcity

toconHnuallyraiseawarenessofthetour2.  PlantogiveHcketgiveawaysforeachcitytoengage

followers

SocialMediaAuditSocialMediaAssessment

SocialNetwork URL/handle FollowerCount AverageWeeklyAc=vity

AverageEngagementRate

Facebook h\ps://www.facebook.com/flumemusic/?fref=ts

1,218,090 5postsperweek

.65%

Twi\er h\ps://twi\er.com/flumemusic

290,000 14postsperweek

.17%

Instagram @flumemusic 692,000 10postsperweek

4.3%

SocialMediaAssessment:InstagramhasthehighestaverageengagementRate.Facebookneedstohavesometypeofinfluxofengagement,astherateisverylow.

SocialMediaAuditTrafficSourcesAssessment

Source Volume PercentageofOverallTraffic

ConversionRate

Facebook 10,000 20% 5%

Twi\er 3,000 3% 2%

Instagram NODATA NODATA NODATA

TrafficSummary:Currently,Facebookhasthelargestvolumeoftrafficoutofallsocialmediaplagormswithover1millionsubscribers.Theengagementrate,howeverisverylow.TheconversionrateforFacebookisthehighest,toensurethatmoreofthefollowersareengaginginthecontentbecausethatiswhere

wehavethelargestamountoffans.

SocialMediaAuditCustomerDemographicAssessment

AgeDistribu=on

GenderDistribu=on

SocialNetworkBreakdown

PrimaryNeed

SecondaryNeed

30%14-18 60%Female40%Male

60%Instagram30%Twi\er10%Facebook

TostayinformedofFlume’snewreleases

TostayinformedofFlume’stourdates/locaHons

50%18-23 50%Female50%Male

50%Instagram30%Facebook10%Twi\er

TostayinformedofFlume’snewreleases

TostayinformedofFlume’stourdates/locaHons

10%24+ 50%Female40%Male

80%Facebook10%Twi\er10%Instagram

TostayinformedofFlume’snewreleases

TostayinformedofFlume’stourdates/locaHons

Amajorityofthetargetdemographicfallsbetweentheagesof14and23.ThesearegoingtobethefansthataremostinterestedinFlume’snewestmusicandtourdates/locaHons.ThearethemostpresentofFacebookandInstagram

DemographicExamples•  14-18

(30%)18-24(50%)

24+(10%)

SocialMediaAuditCompeHtorAssessment

Compe=torName SocialMediaProfile

Strengths Weaknesses

TheChainsmokers Facebook:h\ps://www.facebook.com/thechainsmokers/?fref=tsInstagram:@thechainsmokers

TheChainsmokersareveryconsistentinposHngeveryday.TheirpostsarevisuallyappealingandstandoutofaTimeline

Asamusicgroup,theyshouldbeposHngmorevideos.Theirpostsconsistmainlyofphotos.

Diplo Facebook:h\ps://www.facebook.com/diplo/?fref=tsInstagram:@diplo

Diplopostsintriguingphotosfromhisconcertsandvariousperformances,causinghisaudiencestoengage

Diplopostsalotofunprofessional,low-qualityphotosonhisFacebook,makinghispersonalbrandinconsistent

SocialMediaObjecHves•  Forthiscampaign,thesocialmediaobjecHvesaretohaveFlume’sfans

engagemoreonallsocialmediaplagorms.FlumehasasolidfollowingonFacebook,Twi\erandInstagrambutoveralllowamountofengagement.

•  SpecificobjecHves-–  EngageFlume’sfollowerstobringmoreawarenesstohimasanarHstPromoteFlume’sUStourtohisfollowerstoensureahighvolumeofHcketsalesKPIs-morelikes/sharesperpost,moreconcertHcketsales,numberoffollowersonFacebook,Twi\erandInstagramKeyMessages-FlumeisanupandcominginfluenHalarHst.Flume’sUStourisonethathisfanscan’tmiss.

OnlineBrandPersonaandVoice

•  AdjecHvesthatdescribeourbrand-–  InnovaHve– Millenial–  CreaHve–  Edgy– ArHsHc–  Cuong-edgeWheninteracHngwithcustomersweare-Clever,gratefulandfriendly

ExamplesTwi\er:

Facebook:

StrategiesandTools•  Paid-ForeverytourlocaHon,payforadstargetedtothe

specificcity.Boostadswhennewsinglesareabouttobereleased

•  Owned-uHlizehashtag#FlumeforFreeandchooseonewinner(byrandomlyselecHngaretweet)fromeachcitytowinafreeconcertHcket

•  Earned-monitorfortweetsmenHoningtheFlumeconcertstopromotethe#FlumeforFreecampaign.PartnerwithvenuestopromotetheHcketgiveaways

•  Tools-Buffer(forscheduling),Hootsuite

TimingandKeyDates•  TourDates:•  FridayOctober7-AusHn,TX•  FridayNovember4-CincinnaH,OH•  MondayNovember7-LosAngeles,CA•  WednesdayNovember9-SanFrancisco,CAInternalEvents:“SayIt”MusicVideoRelease//MondayNovember7CollaboraHonwithDisclosureSingleRelease//ThursdayNovember17ReporHngDates:EveryothermonthbeginningOctober1

SocialMediaRolesandResponsibiliHes

•  MarkeHngDirector-HadleyFeroce-inchargeofdelegaHngtasksanddividingupmarkeHngbudget

•  SocialMediaManager-SavannahGreen-schedulingallsocialmediaposts;organizing#FlumeforFreeHcketgiveaway

•  SocialMediaCoordinator-StephanieTaylor-reviewallpostsbeforepublishing;monitorallsocialmediaaccountsandrespondtofans

SocialMediaPolicy

•  OursocialmediaistheonlyoutreachfanshavetowardsFlume.ItisimportantthatwerespondtoallfansandinformthemofallFlumenewsandupdates

•  Friendlyresponsestofans•  Timelyupdatesonanyconcertreschedulingordelays

•  ThankeverycitythatFlumevisits•  Ensureconsistenciesonallplagorms

CriHcalResponsePlan•  Scenario1-•  Thewrongcityisannouncedfornexttourdate.•  Whentweetisdetected:•  Screenshottweet,thenimmediatelydelete.Stephanieistodravanew

tweetandthensendtoSavannahforapproval•  Averapproved,newtweetissentout•  Preapprovedmessaging:“Wearesosorryaboutthecitymishap.It’shard

tokeepupwithourcrazyschedule.Iloveyou,____(nameofcity)

•  Scenario2-•  Facebookhacked•  ImmediatelycontactSavannahanddeleteanyhackedposts.•  Stephaniechangespasswordandaddsitintosecuredatabase•  Preapprovedmessaging:“Lookslikemyaccountgothacked.Ignoreany

dumbposts.Thanksforfollowing!”

MeasurementandReporHngReporHngPeriod:•  3months

•  (October1-Jan1)Source Volume

Facebook 12,00020%increase

12% 4%

Twi\er 4,00033%increase

4% 2%

Instagram Nodata Nodata Nodata

SocialNetworkData

SocialNetwork

URL FollowerCount

AverageWeeklyAc=vity

EngagementRate

Facebook h\ps://www.facebook.com/flumemusic/?fref=ts

1,300,00010%increase

8postsperweek60%increase

1%

Twi\er h\ps://twi\er.com/flumemusic

300,0003%increase

15postsperweek7%increase

1%

Instagram @flumemusic 700,0001.2%increase

12postsperweek;20%increase

5%

WebsiteTrafficAssessment

•  OurfollowingratesincreasedonFacebook,InstagramandTwi\er•  Weincreasedtheamountsofpostsonallplagormsleadingtoan

increasedamountofuserengagement•  Agreaterfocuswillbeputonproducinghigh-qualityvideosforthe

FacebookandInstagramplagorms#FlumeforFreeOur#FlumeforFreeHcketcampaignhadover100,000retweets/menHonsQualitaHveKPIsSenHmentAnalysisWealsonoHcedthatonTwi\er,50%morepeopleareuHlizingthe@FlumemusichandlewhentweeHngaboutconcertsandnewsongs,whichinreturnbroughtusnewfollowers(outof1,000menHonedtweetswehad300newfollowers)Over500ofournewfollowerswerecategorizedasaspiringmusiciansProposedAcHonPlan-ConHnuethe#FlumeforFreecampaignforFlume’sEuropeantourWorkonhigherresponseratestothosemenHoningFlumeintheirtweetsPromoteaFlumeMeetandGreetHcketopHontoseewhattypeofresponsefanshavetotheidea