Miley CyrusSOCIAL MEDIA STRADEGY

Table of Contents

1. Executive Summary, November 2014

2. Social Media Audit

a. Social Media Assessment, November 2014

b. Traffic Sources Assessment, May 2014-November 2014

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 Responsibility

8. Social Media Policy

Executive Summary

Our social media priorities for 2015 will be to grow our online following and expand our community.

The primary focus will be to support revenue goals and drive more traffic to our community service projects and charaties.

TWO MAJOR SOCIAL STRATEGIES WILL SUPPORT THIS OBJECTIVE:

1. Increase the amount of posts about charities and community service projects

2. Create more content geared towards ‘Happy Hippie Foundation’ and ‘My Friends Place’

Social Media Audit

The following data represents a chart of Miley Cyrus’ social media presence as of November 15,2015

Social Network URL Follower Count Average Weekly Activity

Average Engagement rate

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

46.5M 4 posts per week 2.5 percent

Twitter https://twitter.com/mileycyrus?lang=en

26.9M 12 posts per week

3.6 percent

Instagram https://www.instagram.com/mileycyrus/?hl=en

37.5M 4 posts per week 2.5 percent

Social Media Assessment

At this present time, Miley has the highest social media interaction on Facebook and Instagram. She has little to no interaction on LinkedIn or Pinterest.

Website Traffic Souces Assesment

Sources Volume Percentage of overall traffic

Conversion Rate

Facebook 900,000 unique visits

28 percent 5.2 percent

Twitter 20,000 uniquevisits

15 percent 3.9 percent

Instagram No data No data No data

Traffic Summary

At present time, Facebook drives the biggest traffic interaction, Twitter follows right behind it while Instagram lacks with No Data.

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

60%18-25

60% female40% male

60% female40% male

40% Instagram

Doing something unforgettable

Driving more traffic

20%26-35

50% facebook

20% facebook

10%38-45

30% instagram

20% Instagram

10%50-65

15% twitter

Audience Demographics Summary

Most traffic comes from individuals ages 18-25. Primary goal is to something unforgettable that will drive in more traffic.

Competitor Assessment

Competitor name Social Media name Strengths Weaknesses

Demi Lovato New album release Low amount of social media followers

Selena Gomez Has endorsements such as perfume and make-up

Low album sales

Social Media Objectives

Social media objectives for 2016 include driving more traffic to social media channels and an increased visitor number on charity websites created by Miley Cyrus

Some jobs include better promotion of charity events and talk-show/ award-show appearances

Online Brand Persona and Voice

Friendly

Caring

Adventurous

Spontaneous

Strategies and tools

Paid- every Friday boost each post to have 75,000 likes

Owned- make #myfriendsplace a trending hashtag

Earned- monitor twitter for key words

Measurement and Reporting

Source Volume Percentage of overall traffic

Conversion Rate

Instagram 100,000 unique visits

12 percent 2.3

Twitter 220,000 unique visits

23 percent 3.5

Facebook 500,000 unique visits

30 percent 4.7

#MYFRIENSPLACE hashtag performance

Between November 1, 2015 and January 1, 2016 #myfriendsplace was mentioned 334,000 times on twitter, 200,000 times on instagram and 150,000 times on Facebook

Qualitative KPI’s

An analysis on the interactions on 500 facebook posts, 500 instagram posts and 500 tweets

Proposed Action Items

KEEP THE #MYFRIENDSPLACE HASHTAG TRENDING!!!!