Victoria Shaw INTERN AND MARKETING CONSULTANT | JUNE 2015

Social Media Marketing Plan CREATED FOR BLUE MAFIA BLUEGRASS BAND

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TABLE OF CONTENTS

Use of Marketing Plan ................................................................................................................................................... 2

Executive Summary ....................................................................................................................................................... 2

Social Media Objectives ................................................................................................................................................. 3

Facebook ................................................................................................................................................... 3

Other Social Media.................................................................................................................................... 3

Other Key Marketing Opportunities ......................................................................................................... 3

Application Overview .................................................................................................................................................... 4

Facebook Application ................................................................................................................................ 4

Generating Airplay ................................................................................................................................ 5

Engaging Fans ........................................................................................................................................ 5

Promoting Concerts, Tours, Festivals, and Albums............................................................................... 6

Twitter Application ................................................................................................................................... 8

Best Tweeting Practices ........................................................................................................................ 8

Specific Applications ............................................................................................................................. 8

Instagram Application ............................................................................................................................... 9

Tools for Visual Appeal ......................................................................................................................... 9

Caption and HashTags ......................................................................................................................... 11

Analytics .............................................................................................................................................. 11

Concluding Remarks From Victoria Shaw .................................................................................................................... 12

Works Cited ................................................................................................................................................................. 12

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OVERVIEW USE OF MARKETING PLAN

The following marketing plan was created for the exclusive use by the Blue Mafia bluegrass

band and its management under Eric Lindley. The report is based off of industry interviews,

research, and guided recommendations. There is no requirement to enact any or all parts of the

plan, and the plan does not guarantee a specific result. This marketing plan is not to be shared

with any record labels, bands, outside management, or other entities without permission from

the creator, Victoria Shaw, as it is considered her intellectual property. Acceptance and

enactment of any or all parts of this plan is considered consent and agreement to the

aforementioned guidelines.

EXECUTIVE SUMMARY

This social media plan details suggestions to increase social media engagement across the

platforms of Facebook, Twitter, and Instagram. Recommendations are tailored to the

overarching goals set forth by Blue Mafia: an increase in radio play, albums sold, and bookings.

In the Facebook platform, suggestions are made for ways to generate airplay, promote live

events, and increase fan engagement. In addition, the goals set forth for Twitter and Instagram

are backed by practical advice for increasing post visibility, based on industry research,

interviews, and personal experience. All research is credited at the end of this report.

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OBJECTIVES SOCIAL MEDIA OBJECTIVES

The following objectives were outlined by manager, Eric Lindley, and based up the current social media statistics in April 2015. The key goals of the objectives are to:

Increase the number of Radio Plays Increase the number of Albums Sold Increase number of Bookings

FACEBOOK

Increase Facebook followers from 2,907 to 6,000 by 5/30/16

Increase Facebook followers from 6,000 to 10,000 by 5/30/17

OTHER SOCIAL MEDIA

Provide recommended objective for increasing the number of Twitter followers by benchmarks of 5/30/16 and 5/30/17

Provide recommended objective for increasing the number of Instagram followers by the benchmarks of 5/30/16 and 5/30/17

OTHER KEY MARKETING OPPORTUNITIES

Use of social media to drive airplay on satellite and FM radio stations

Use of social media during summer festival season

Use of social media during the IMBAs

Use of social media to promote publicity from outside sources (such as reviews and articles)

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RECCOMENDATIONS APPLICATION OVERVIEW

In order to best increase social media engagement with fans, it is important to make sure each

social media is unique, as to not create repetitive accounts.

Blue Mafia’s Facebook account should be primarily used to generate airplay, engage fans, and

promote tours. Since the majority of the band’s social media followers use Facebook, the

majority of effort should be placed on this account.

The brevity of tweets make Twitter the ideal tool for posting pre, during, and immediate post-

show content. Fans are able to easily interact with these updates as well.

Finally, Instagram should be used to capitalize on the personal side of the band by posting

pictures during travel, rehearsals, events, etc.

Even though each account should have unique features, the overall visual branding of the

accounts needs to be the same in order for fans to recognize they have found the right account

(this is important since your Twitter “handle,” or username, is different from Facebook and

Twitter). Finding one general color scheme, and logo would be advised. The current Instagram

logo really embodies the feel of the band and could be used for Twitter and Facebook. Or a

iconic, cohesive logo could be developed for all media accounts (including YouTube), press

releases, the website, and eventually album artwork.

FACEBOOK APPLICATION

As mentioned previously, the focus of Facebook should be generating airplay, engaging fans,

and promoting tours/concerts. While there have been some great strides made after the initial

audit, some more suggestions are provided below to aid in reaching the outlined goals of 6,000

fans by one year post-application, and 10,000 fans after year two.

Overall, the band Facebook looks very professional, while the content and qualities are

characteristic to the band. However, changing the cover picture to a live captivating photo of

the band during a performance can add some action to the profile.

Custom landing page: If you want to make your Facebook stand out from other bands trying

using the Static HTML: iFrames tab app to create a welcome page. This can be used to have a

welcome video, email collection widget, in exchange for a free MP3, a “Like” button, or

whatever you desire. This could be helpful if you want to direct people you haven’t liked to a

specific page, vs. fans who have liked it to your wall.

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Static HTML App: https://apps.facebook.com/static_html_plus/

GENERATING AIRPLAY

First, find out where Blue Mafia’s music IS being played. Tag radio stations, hosts, and

programs that mention or play your band’s material.

Then, find out where your fans go to music. An example of this would be posting

“Where do you want to hear Blue Mafia? Comment with your favorite bluegrass radio

station!”

Calling on your fans to request songs is also a great idea, if the process is simple. Figure

out where fans can submit a song and provide the link with a simple description (it

should only be a couple steps). “Blue Mafia fans, we need your help! Click the link below

to request (name of song) and we will keep spreading the love of bluegrass!”

Remember to play off of the Indiana audience as well. Some news and radio stations

love local stories with national implications and success, so a live performance in a

studio would be a great idea if the right host is found. This would be a great way to kick

off a tour, especially if there are a few stops in the Indy area.

In addition to the outlined social media methods, the band management should also be

submitting CDs to local radio stations, satellite radio programs, as well as bluegrass

podcasts or FM radio shows to help round out the airplay efforts. Below is a link to a

sample list of bluegrass-related FM Stations:

http://streema.com/radios/genre/Bluegrass3

Also, make sure fans know how to book your band! I like the “Book Now” button but I

would also add that info on the About page where it refers to booking as well.

ENGAGING FANS

Fans love feeling as though they are part of a community, and are contributing to the band’s

success. A “shout-out” program, that would welcome fans and contribute to a communal

atmosphere, would look something like this:

Invite fans to like the Facebook page at concerts and festivals

Tell fans to post their favorite song, why they enjoy the band, or just say hi!

Every once in a while (maybe weekly) give a shout-out to the new fans saying welcome

to the Blue Mafia family and tag them in the post.

This same approach can be taken for fans who may just randomly post praise on your

page. Share their post and say thank-you! Reward them for taking the effort to invest in

your band.

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Ask questions or conduct a poll so they feel as though they are playing a part (this could

even be used if you want the best venue in a new town, or suggestions for your new

album name).

Another way to engage fans is by giving away tickets or merchandise. According to an interview

with Marketing professor Anna Stumpf, this can be done through third-party software such as

Rafflecopter (https://www.rafflecopter.com/) or running your own giveaway. Promote the give-

away up to a week in advance before even starting. Then at a specific time, give the fans the

“challenge” or task to complete. Examples of this are:

Captioning a photo with the band involved (most creative wins)

Simply liking or commenting on a photo

Sharing a post

Tagging Blue Mafia on their posts during the concert and using the hashtag

Whatever contest is created, make sure there is a deadline as well (the deadline can range from

a few hours, to days).

PROMOTING CONCERTS, TOURS, FESTIVALS, AND ALBUMS

This portion of Facebook will most likely be the most time intensive for the social media

administrator, because it requires advanced planning. Effective publicity for larger events such

as tours and album releases should start months in advance.

CONCERTS AND TOURS

Make sure for each live event you host that you have a Facebook event created from your band

page. This allows fans to RSVP, have all the information, and track a tour more easily. Here are

some basic guidelines for creating a Facebook Event according to CD Baby are:

Have all the info (including new songs or merchandise) and keep it updated.

Tag any other artists or the venue.

If the venue or another band has created a Facebook Event, use that - no need to

reinvent the wheel or confuse fans. Make it a join effort.

Create the event about three weeks out so fans have enough time to plan, but not

completely forget.

If you send out a manual invitation by selecting people: don’t invite everyone; if your

show is in Virginia, make sure to invite only those from that target audience.

Make sure your event page is public, and anyone can join it.

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Going on tour: let fans know you will be posting frequently, and make sure you are posting

content in somewhat chronological order. And make your postings fun: videos/pictures from

concerts, set-list changes, wardrobe, etc.

Make sure when you do go on tour, make it simple for fans to track where you are performing

by using a Facebook Calendar or Event Pages.

FESTIVALS

The social media protocols listed for concerts and touring should also be applied to the IBMA

festival. The only additional suggestions are as follows:

Interact with the IBMA social media as much as possible. “Tag”, share their posts, and

refer to the venues or local highlights as well.

Interact with other bands. Gaining visibility from their fans can help you as well.

Make sure to take advantage of any additional events, or technology available (does the

festival have an app for mobile phones? If so, try to see how your band can get

involved).

Don’t forget to check back for any YouTube content from the festival later to share with

fans who wanted to be there.

IBMA seems to be closely associated with BluegrassNation.org. I did not see that Blue

Mafia had a profile; you may want to consider adding this so potential fans can at least

be directed to your website and social media.

ALBUM RELEASE

For album releases, try to start publicity as soon as possible, with up to a year in advance

according to an album promotions guide written by CD Baby. Here is a draft timeline for what

promotion should look like on social media, prior to the release date:

12-4 months prior: Share photos and videos, demos, rough mix clips and get your loyal

fans buzzing so they are equipped to be your “street team” marketing crew.

4-3 months prior: Set the official release date, and decide on your release event and

consider streaming the event for those who can’t make it. Also be ready to update

branding for your band’s social media in light of this new album.

3-2 months prior: Announce the release party and start sharing rehearsal

videos/pictures for the party.

1 month prior: Create a Facebook event for your party, and conduct contests to give

away albums to those fans who share the event (or other promotional actions).

The release day: Communicate thoroughly with your fans. Don’t let the build-up for

social media be for nothing.

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After: Echo your good reviews, and promote when the music will be appearing at your

live events.

TWITTER APPLICATION

The goals for Blue-Mafia’s Twitter followers are:

300 by May 2016

500 by May 2017

Currently there are 129 followers

BEST TWEETING PRACTICES

Before delving into the specific uses for Blue Mafia, here are some of the best practices for

composing “tweets”:

Interact with fans, other bands, and whoever inspires YOU

Be consistent in your tweeting – whether it’s once a day, or a couple times a week, try

to be consistent and build up to when you will be on Twitter for concerts or festivals.

Share other peoples’ content; then they will more likely be able to share with you

Find what other “conversations” are going on during festivals or tours that could be

relevant to you.

Use strong verbs and call your fans to action!

Longer tweets aren’t always a bad thing. Just use your characters wisely.

Post in the afternoons or evenings, and closer to weekends (fans are more likely to be

on social media during these times).

Consider using third party software such as HootSuite or TweetDeck to see who is

talking about your band, and music.

SPECIFIC APPLICATIONS

Since Twitter is a social media with more immediacy try using it before, during, and after

concerts.

Before, build the excitement (even as something as simple as a picture of sound check

can help build anticipation).

During the concert, promote your website, album, merchandise, and social media.

Invite fans to follow your profile at Twitter during the concert and tweet with the

hashtag (maybe most creative post gets a free CD?)

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Take a “selfie” with the audience so they can re-tweet it

Pictures from the stage

Take a moment for fans to take a picture of themselves at your concert

After the concert, thank your fans, follow-up on any tweets they may have posted, and

join the conversation!

Any of these suggestions can add to the fan experience during a concert, and increase their

likely hood of following your profile. Once they have followed you, make sure you give them a

reason to keep interacting.

INSTAGRAM APPLICATION

The goals for Blue Mafia’s Instagram followers are:

200 followers by May 2016

400-500 followers by May 2017

When using Instagram as an artist, CD Baby recommends posting around 50% music-related

photos, 40% personal, and the remaining 10% for however you see fit (perhaps fan shout-outs,

inspirational quotes, or whatever else the band would want to contribute).

According to the article “How to Promote Your Music with Instagram,” posts typically only have

a lifespan of 3-4 hours before they become too lost in someone’s feed; thus, posting at the right

time is crucial.

The ideal time for posting to Instagram is between 5-6pm, and Wednesday is the day where

Instagram had the most traffic. Of course, the band posts will vary depending on date and time

of concerts.

When posting, focus on these two elements:

1) The visual aesthetic appeal (whether picture or text)

2) The content supporting the post (the caption and hashtags)

TOOLS FOR VISUAL APPEAL

Instagram was designed as a way for users to be empowered with free tools to edit their

photos, and share in a social platform. However, Instagram can also be a great way to add

visual content to any sort of marketing campaign.

When posting a photo, make sure to take advantage the available filters, to accent your image

content. Instagram also has tools that allow you to adjust the brightness, contrast, and position

of your photo.

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One way to maximize your use of Instagram is to create

unique graphics that can advertise concert or tour

dates, while catching the eye. Below are some examples

with the website or app name.

Canva.com – This website is a great tool to design

Facebook banners, Instagram posts, Twitter pictures

and more! The account is free, however some of the

designs will cost (look for the word FREE in the right

hand corner when designing), and others will be free

until you try to export as a PDF. However, this is a

great site to create basic graphics (downloaded as

images or a cropped screenshot).

Word Swag is a $3.99 app in the iTunes store that you

can use to add text over images. Whether you are at a

venue, or have simply taken a bluegrass themed

image from Google, this app can turn it into a

promotional post.

Rhonna Designs is also an app available in many

format that can edit images or create fun graphics.

Costing only $1.99, some simple experimentation can

create show advertisements, merchandise

promotions, and more!

Before diving into multiple apps, start with the free websites and Apple/Android apps and

create some basic graphics as tests to see how the followers respond. If it is well received,

continue until the right content is continually formulated.

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CAPTION AND HASHTAGS

In applications such as Instagram (or Twitter), using the limited characters allowed in your

caption is crucial. Hashtagging your post is one way to expand your visibility, based on your

content. A hashtag groups your photo into a broader scope of users and content that also have

the same hashtag. If someone searches a hashtag #banjo, then all photos with #banjo will

appear (maybe even one from Blue Mafia).

Some hashtags relevant for Blue Mafia include:

#bluemafiamusic #bluemafialive #bluegrass #bluegrassmusic #concert #livemusic

#prayforrain

Location Specific:

#(concert venue name) #(festival name) #(city name) #(street name) #(state name –

great if you’re on tour)

Other:

#tbt (Throwback Thursday, one of the more popular hashtags on Instagram, photos

typically are flashbacks also called “throwbacks”).

#follow #banjo #music #goodtimes #radio #SiriusXM #album #tourlife #show #blessed

Once you have your proper caption and hashtags, you may be interested in adding a link for

certain posts. Some URLs can be long and cumbersome. Shorten them, with https://bitly.com/.

Just copy and paste your link to have it shortened for your posts.

ANALYTICS

If you wish to gain more information about your Instagram, such as where your followers are

from, as well as which content has generated the most buzz, services such as

http://iconosquare.com/ are available for free to create a more user and business friendly

Instagram experience.

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CONCLUSION CONCLUDING REMARKS FROM VICTORIA SHAW

I hope you find these suggestions helpful in expanding your social media reach. Many of these

methods may work, and others will not. It will take some time to find the right system that

appeals to your fans. I encourage you to keep in touch with your fans and competition to

continually seek out other methods for improvement. Blue Mafia has already made some

incredible strides in their website, and social media and I have no doubt they will continue to

do so.

Wishing you all the best,

WORKS CITED

Discussion with Professor Anna Stumpf. Personal Interview. May 1, 2014.

"How to Promote Your Music with Instagram." DIY Musician Blog. CD Baby, 3 Apr. 2015. Web.

20 June 2015.

CD Baby Marketing Guides (can be found at www.members.cdbaby.com/musician-guides):

- Music Marketing 101

- Twitter for Musicians

- Effective Facebook Events

- Countdown to Maximum Exposure