lady gaga's social media strategy
TRANSCRIPT
LADY GAGASOCIAL MEDIA STRATEGY
NYLDA AMORUSO OCTOBER 2, 2016
TABLE OF CONTENTS1. Executive Summary
2. Social Media Audit
A. Social Media Assessment
B. Traffic Sources Assessment
C. Customer Demographics Assessment
D. Competitor Assessment
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 SUMMARY
▸ Our social media strategy for 2017 will focus on growing Lady Gaga’s online following and fan base.
▸ Our priority will be to promote Lady Gaga’s new album through driving more traffic to her social media channels by sharing more engaging content, generating hype for the album’s release.
▸ Two major social strategies will support this objective:
▸ A plan to increase the amount of content we publish on her social media profiles.
▸ A plan to design content that will foster relationships with her audience by keeping them updated and entertained.
THE FOLLOWING IS AN AUDIT OF LADY GAGA’S SOCIAL MEDIA PRESENCE TO DATE. IT INCLUDES AN ASSESSMENT OF HER SOCIAL MEDIA, WEB TRAFFIC, AUDIENCE AND COMPETITION.
SOCIAL MEDIA AUDIT▸ Social Media Assessment (as of October 2, 2016)
▸ At present time, the highest number of interactions per post occurs on Instagram. With 18.7 million followers, Gaga’s posts receive an average of 80,000 likes/comments, giving her about a 40% average engagement rate. We need to consider improving the content shared on Facebook and Twitter because with such high reach, these channels fail to foster an engaging relationship with her audience.
Social Network Avg. Weekly ActivityFollower Count Avg. Engagement Rate
18.7 m
63.4 m
61.3 m 10 posts per week
15 posts per week
15 posts per week 3%
#interactions/reach
2%
40%
AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Traffic Sources Assessment (Monthly Avg: May-Sept 2016)
▸ At present time, Facebook has the highest number of unique visitors per month, which generates the most traffic to our promotional content and other social channels, increasing our ROI. The conversion rate (conversion goal=album purchase) is higher than our Twitter at .77% and our Instagram at 1.08%. Overall, social interaction across these channels is good, but there is room for improvement, especially on Twitter.
Source Volume % of Overall Traffic Conversion Rate
5 m unique visitors
9 m unique visitors
4 m unique visitors
20%
28%
33%
.77%
1.85%
1.08%
AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Customer Demographics Assessment (Data gathered in July/August via poll on social channels)
Age Distribution Gender Distribution Primary Social Network
Secondary Social Network Primary Need Secondary Need
50% 18-34
30% 35-51
20% 52-68
53% Female
47% Male
20% Twitter
48% Facebook
32% Instagram
25% Twitter
40% Facebook
35% Instagram
Fan of Lady Gaga, love her music and style
Looking for new music to enjoy
AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Customer Demographics Assessment (Data gathered in July/August via poll on social channels)
▸ The vast majority of respondents are in the 18-34 age group. Facebook and Instagram are their preferred social networks. They are motivated to visit Lady Gaga’s social media channels and buy her merchandise primarily because they love her music and style. Since Facebook is so popular with them, we should focus on providing relevant, engaging content to get them excited for Lady Gaga’s album release.
AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Twitter: @Beyonce Calls followers to action, advocates for good causes
Few tweets, only one visual, content not up-to-date
Facebook: @rihanna
Instagram: @katyperry
Beyonce
Rihanna
Katy Perry
Highly visual, good promo content
Few interactions on posts, content focuses on herself instead of on fans
Huge reach, engaging relatable content
Political posts generate hostility, follower comments, “I used to love Katy Perry!”
AUDIT CONTINUED
SOCIAL MEDIA AUDIT
▸ Competitor Assessment
▸ The previous analysis focused on three major competitors with a strong social presence on Twitter, Facebook and Instagram, respectively. Highly visual content that calls their followers to action generates a good amount of engagement. On Facebook, specifically, quality visuals are key to generating many interactions on posts. Areas where the competition has room for improvement are in tailoring content to the interests of their audience, lessening the self-centered promo and political posts.
SOCIAL MEDIA OBJECTIVES
▸ In 2017, the primary focus of our social media strategy will be to increase sales of Lady Gaga’s new album by driving more traffic to her social media channels by sharing more engaging content to generate hype for the album’s release. We need to grow our online following and develop stronger relationships with Lady Gaga’s fan base.
▸ Some specific objectives include:
▸ Reach 20 million Instagram followers in six months.
▸ Increase interactions per post on Twitter by 30% in six months.
▸ Increase volume of live video content on Facebook by 50% in six months.
OBJECTIVES CONTINUED
SOCIAL MEDIA OBJECTIVES
▸ Key Performance Indicators (KPI)
▸ Number of Instagram followers
▸ Number of weekly tweet interactions (engagement rate)
▸ Audience reaction to Facebook Live content
ONLINE BRAND PERSONA AND VOICE
▸ Our brand is:
▸ Fun
▸ Creative
▸ Positive
▸ Inspiring
▸ When interacting with fans we are:
▸ Attentive
▸ Uplifting
▸ Engaging
STRATEGIES AND TOOLS
▸ Paid
▸ Every Thursday, boost the live video Facebook content because toward the end of the week and the weekend is the best time to generate interactions on posts.
▸ Owned
▸ Promote the hashtag #gagaforgaga on Instagram posts, and encourage followers to post photos listening to Lady Gaga’s music with the hashtag. Repost these photos on her account.
▸ Earned
▸ Monitor Twitter to find influential music-related accounts. Contact the administrators of these accounts to promote Lady Gaga’s music and the release of her new album. Offer them in return shout-outs tweeted on her account.
TIMING AND KEY DATES
▸ Holidays
▸ New Years’ Day
▸ Valentine’s Day
▸ St. Patrick’s Day
▸ April Fools’ Day
▸ Special Events
▸ February 21 (album release date)
▸ March 28 (Lady Gaga’s birthday)
SOCIAL MEDIA ROLES AND RESPONSIBILITIES ▸ Social Media Manager
▸ Handles social media presence; implements public relations, marketing and advertising online strategies and tactics; develops brand; produces content; generates traffic; ensures strong, positive online reputation
▸ Marketing Director
▸ Designs strategies to boost online presence; plans social media campaigns; conducts demographic research; develops awareness of Lady Gaga’s brand; promotes online image
▸ Digital Content Creator
▸ Creates engaging content; tailors content to audience; incorporates search engine optimization
SOCIAL MEDIA POLICY
▸ Social media drives Lady Gaga’s online presence, so it is imperative that as online brand managers you adhere to the high ethical standards outlined in our social media policy.
▸ Engage with the audience respectfully.
▸ Do not provide answers if you are uncertain.
▸ Be aware of the audience’s sensitivities.
▸ Always represent Lady Gaga’s best interests.
▸ Respond politely to all questions.
▸ Never post controversial messages.
▸ Do not engage in negativity toward other artists.
▸ Publicize content with honesty; do not fool the audience.
THIS SOCIAL MEDIA POLICY IS STRICTLY ENFORCED. ANYONE
WHO VIOLATES IT WILL FACE THE CONSEQUENCES, WHICH MAY
INCLUDE TERMINATION. LEGAL PROSECUTION MAY APPLY, AS WELL AS ANY OTHER ACTION
THAT MAY BE DEEMED NECESSARY.
CRITICAL RESPONSE PLAN
▸ Scenario 1: Offensive Tweet Sent From Lady Gaga’s Account
▸ Action Plan
▸ Take a screenshot of the tweet. Delete the tweet.
▸ Contact the social media manager or the marketing director. Both will discuss the potential impact of the tweet and any controversy it may have caused.
▸ Create a well-written tweet, which states that those are not the views of the artist or her team, apologize, etc.
▸ Find out if the media has published the tweet, and if so, prepare a spokesperson to make a statement to the press.
▸ Locate the employee responsible for the tweet, and decide the consequences.
▸ No pre-approved messaging will be used because the following tweet depends on the content of the offensive tweet in question.
RESPONSE PLAN CONTINUED
CRITICAL RESPONSE PLAN
▸ Scenario 2: Dishonest Facebook Post Sent from Lady Gaga’s Account
▸ Action Plan
▸ Take a screenshot of the post. Delete the post.
▸ Contact the social media manager and the marketing director. Both will discuss the potential impact of the post and design a strategy to repair the damage.
▸ Find out exactly what are the implications of the dishonest post and create a new post clearing up any misunderstandings or confusion caused by the previous post.
▸ Let the audience know that the information in the previous post is false, and offer them new accurate information so that they do not feel betrayed.
▸ Locate the employee responsible for the post, and decide the consequences.
▸ Once the follow up Facebook post has been published, send out a pre-approved Facebook post: “It is Lady Gaga’s priority to always update her fans with accurate information. She appreciates your understanding of this unfortunate situation, and ensures that it is being handled accordingly.”
MEASUREMENT AND REPORTING RESULTS
▸ Quantitative KPIs (Reporting Period: 3 months) as of January 2017
▸ Website Traffic Sources Assessment (Monthly Avg: Oct-Dec 2016)
Source
Volume5.5 m unique visitors (+10% growth)
9.5 m unique visitors (+10% growth)
4.5 m unique visitors (+10% growth)
% of Overall Traffic
26%
35%
40%
Conversion Rate
.77%
1.85%
1.08%
RESULTS CONTINUED
MEASUREMENT AND REPORTING RESULTS
▸ Social Network Data as of January 2017
Social Network
Follower Count Avg. Weekly Activity
70.3 m (+11% growth)
69.8 m (+14% growth)
20.1 m (+8% growth)
17 posts per week (+12%)
15 posts per week (+50%)
21 posts per week (+40%)
#interactions/reachAvg. Engagement Rate
18%
6%
60%
RESULTS CONTINUED
MEASURING AND REPORTING RESULTS
▸ Our Twitter following has grown 10% to 5.5 million unique visitors in three months. Overall traffic has increased to 26%, and we reached 70.3 million followers. We increased our average weekly posts to 17, up 12%, and our interactions went up to 18% from 3%, which should keep us on track to reach 30% growth within the next three months.
▸ We have increased the number of unique visitors to our Facebook page by 10%, and our overall traffic has reached 35%. We reached 69.8 million followers and grew our average posts per week by 50%. The live video content worked to improve our engagement rate to 6% from 2%, and it will continue to improve within the next three months.
▸ Our Instagram account now has 4.5 million unique visitors and 40% overall traffic. We exceeded our goal of 20 million followers even before the six month timeframe and increased our average weekly activity to 21 posts per week. Our engagement rate went up to 60%.
RESULTS CONTINUED
MEASURING AND REPORTING RESULTS
▸ #gagaforgaga Hashtag Performance
▸ Between October to December 2016, the hashtag was mentioned on Instagram 4500 times.
▸ The hashtag was mentioned in an original post listening to Lady Gaga’s music 2800 times, and the other 1700 times were comments on the photos.
▸ Qualitative KPIs: Sentiment Analysis
▸ An analysis of the interactions on 300 Facebook posts, 300 Instagram posts and 300 Tweets revealed the following:
▸ An enthusiastic fan base that constantly engages with posts by sharing posts, retweeting, tagging friends in comments, liking photos and posting original content tagging Lady Gaga’s account and using our hashtag
▸ Negativity generated by arguments among followers in comments section of posts
▸ Proposed Action
▸ Continue using #gagaforgaga hashtag on Instagram.
▸ Offer Lady Gaga’s new album as a prize to the top five fans with the most likes/comments on their #gagaforgaga photo.
▸ Begin a Twitter campaign that allows fans to post suggestions of songs that they want Lady Gaga to perform at the Super Bowl Halftime Show. They would tweet the names of the songs with the hashtag #gagagameday.
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: