Social Media Strategy 2016Conor Soper

2/21/16

Table of Contents• Executive Summary• Social Media Audit• Social Media Objectives• Online Brand Persona & Voice• Strategy & Tools• Timing & Key Dates• Social Media Roles & Responsibilities• Social Media Policy• Critical Response Plan• Measurement & Reporting Results

Executive 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 preparation 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 after the appearances and promoting positive messages surrounding them.

Social Media Audit

Social Media Platform

URL Follower Count

Weekly Activity Average

Weekly Post Interaction Average

Facebook https://www.facebook.com/ladygaga

61.5 M 22 62.6 K Interactions (Likes, Shares, & Comments)

Twitter https://twitter.com/ladygaga

56 M 25 29.4 K Interactions (Likes & RTs)

Instagram https://www.instagram.com/ladygaga

14.8 M 42 171.75 K Interactions (Likes & Comments)

Social Media Assessment

Social Media Audit

Competitors Accounts & Followers

Strengths Weaknesses

Katy Perry FB: 71.8 MTW: 83.1 MIG: 41.2

Very personal and personable on all accounts with loads of visuals

Bogged down by promotions and political endorsements

Beyoncé FB: 64.1 MTW: 14.2 MIG: 60.7 M

Posts are visual and personal with higher averages per interaction

Has not used Twitter since 2013

Rihanna FB: 81.4TW: 56.3 MIG: 34 M

Lots of visual and interactive posts with the largest FB audience.

Posts don’t appear to be personal with references to self in third person.

Competitor Assessment

Social Media ObjectivesSpecific Objectives:• Steadily increase presence and follower count across social media

platforms in preparation 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.

• Twitter: 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 interactions• Translation into single and album sales

Online Brand Persona & VoiceBrand descriptors: Examples:• Fearless• Bold• Innovative• CreativeInteraction voice:• Respectful• Encouraging• Grateful• Enthusiastic

Strategies & Tools

Strategies:• Paid: Boost posts across all social media that get

past the current average interaction amount• Owned: Increase use of #LG5 hashtag and create

one for the first single, RT fan mentions on Twitter and offer free single downloads for the first 1,000 to use the hashtag. Increase in press appearances.

Tools: YouTube, Vevo, Hootsuite, Buffer, Photoshop

Timing & Key DatesInternal Events:• March 15 – Announce new single title 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 title • 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

Reporting Dates:• Reports will happen on a quarterly basis

on the first of the month

Social Media Roles & Responsibilities

Social Media Team:• Manager - Oversees content and has direct contact with

Lady Gaga for content approval• Scheduler – Schedules content and re-posts across multiple

platforms if necessary• Editors – Edit copy and photos before publishing• Examiners – Monitor and measure success of posts using

analytics and observation, boosts successful posts• Support Team – Receives and addresses technical concerns

on all social media platforms. Looks out for any situations that would need to be addressed by the Critical Response Plan

Social Media Policy

• Always make sure that any content posted is appropriate and without errors

• Be courteous if involved with responses, replies, support or any other form of interaction

• Make sure all content has been run by your supervisor and the social media manager, who can then relay the content to Lady Gaga for approval

Critical Response PlanInappropriate Post Is Made• Be timely, 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 situation 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

combative and don’t become combativeSomeone 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 posting anything

Measurement & Responding Results

Social Media Platform

URL Follower Count

Weekly Activity Average

Weekly Post Interaction Average

Facebook https://www.facebook.com/ladygaga

64.3 M4% Growth

285+ Weekly Posts

69.4 K Interactions (Likes, Shares, & Comments)11% Growth

Twitter https://twitter.com/ladygaga

59 M5% Growth

305+ Weekly Posts

34.6 K Interactions (Likes & RTs)17% Growth

Instagram https://www.instagram.com/ladygaga

18.8 M2.7% Growth

519+ Weekly Posts

201.55 K Interactions (Likes & Comments)18% Growth

Social Media Data Reporting: March - May

Measurement & Responding ResultsSocial Media Data Reporting: March - May

Quantitative KPI’s:• Vast increases in follower accounts across all social media

platforms• Increased social media presence and successful social media

single campaign led the first single to a top 10 debut on the Billboard Hot 100 and an eventual peak at #1

• An increase in followership across all platforms led the first single’s debut to break Vevo records for most views within 24 hours of a video’s release

Proposed Actions:• Create another campaign around the second single: First 25

Twitter users to guess it are invited to an album listening party• Prepare content to be posted while Lady Gaga is touring the

album in the third and fourth quarters