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Lady Gaga Social Media Plan Cole Kraft 9/28/16
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Lady Gaga Social Media Plan
Cole Kraft 9/28/16
Table of Contents Executive Summary…… 3
Social Media Audit……4-‐‑6
Social Media Objectives……7
Online Brand Persona & Voice ……8
Strategies & Tools……9
Timing and Key Dates……10
Social Media Roles and Responsibilities……11
Social Media Policy……12
Critical Response Plan……13-‐‑14
Measurement and Reporting Results……15-‐‑16
Executive Summary
Our main goal is to increase Lady Gaga'ʹs exposure on all social media sites in preparation for the release of her new album at the end of January. The primary focus will be to increase our use of all social media platforms by posting engaging and entertaining content to lure the audience. Our two major strategies will be 1) Increase the amount of material we post to Instagram and Instagram story 2) Start a series of hashtag "ʺcontests"ʺ to win signed copies of the album. In
essence, increase the amount of people that see the content.
The primary focus will be to increase our goal of more album sales by posting more engaging content to social media, more specifically Instagram.
Social Media Audit Social Media Assessment
Social Network URL
Follower Count
Average Weekly Activity
Average Engagement Rate
www.facebook.com/ladygaga 61MI
6 Posts per week 5%
www.instagram.com/ladygaga/ 18.8M
12 Posts per week 3.50%
Twitter twitter.com/ladygaga 63.8M 8 Post per week 4%
At this time, the lowest involvement rate is on Instagram with the lowest number of followers. There is a low amount of interaction that needs to be improved.
Website Traffic Sources Assessment Source Volume % of Overall Traffic Conversion Rate
Facebook 6MI unique visits 10% 5%
Instagram 1MI unique visits 9% 2%
Twitter 8MI unique visits 12% 8%
At this time, Twiaer is the site that drives the most traffic to our website. We clearly need to increase the conversion rate of Instagram as that is the smallest conversion rate.
Age Distribution Gender Distribution
Primary Social Network
Secondary Social Network Primary Need
Secondary Need
65% 18-30 60% Male 50% Twitter 45% Instagram
Listening to music that fulfills the soul & gives them something to dance to.
Having fun with friends.
25% 31-40 40% Female 25% Facebook 30% Twitter
5% 40-50 20% Instagram 10% Facebook
5% 50+
Audience Demographics Assessment
Many of LG'ʹs fans are in the 18-‐‑30 age group. Her many followers and engagements are through Twiaer and Facebook. People follow her because they love her music and dance. We need to focus on making Instagram more of a priority.
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Adele twiaer.com/adele
Vocal range. Has a large following on Facebook and Instagram. She has good content on IG that engages.
Does not sing and dance. Does not have a strong Twiaer presence.
Beyonce twiaer.com/beyonce
Vocal range. Sings and dances. "ʺBeeHive Fan Club"ʺ Largest grossing female artist. She has a huge IG following and a website with a lot of traffic.
Has a small social media following and does not do interviews with anyone.
P!nk twiaer.com/p!nk
Sings and entertains. Personable. Many interviews. Very large Twiaer following and IG.
Has not played the Super bowl and has not released an album in years. Has a low Facebook following.
The above analysis is focused on three major women entertainers that could constitute as her competitors. Many of these women have a huge social media following yet not a lot of interaction with fans via social. Areas where we can improve is allowing for us to communicate with fans via social. These competitors have larger followings on Instagram.
Social Media Objectives Overall Business Goal: The overall goal is to increase our following on Instagram to gain a larger audience. Social Media Objectives to Support Business Goals: In the next three months we want to increase our followers on Instagram from 18MI to 20MI in preparation for the release of "ʺJoanne"ʺ and spread awareness of the album. This is S.M.A.R.T. because when we compare Lady Gaga’s following to that of Beyoncé, it is nothing. We have an opportunity to capitalize on plenty of followers who just do not know she has an IG. KPI Quantitative-‐‑ Increase the amount of people that enter in the #AuntJoanne contest Qualitative-‐‑ Increase IG followers by 2MI in the next 3 months.
Key Messages: • Live who you are • Become who you want to be
Online Brand Persona & Voice Adjectives That Describe Our Brand: • Edgy • Kind • Accepting • Friendly • Shameless • Confident
Examples of Brand Voice in Social Media Interactions: • Nice • Loving • Happy • Up-‐‑to-‐‑date • Confident • Informative
Strategies & Tools Strategies to Will Support Our Social Media Objectives Paid:
1 Every Wedensday, reach out to a fellow artist for promo. 2 Reach out to media influencers to host Lady Gaga. Owned:
1 Introduce the contest to win a signed copy of "ʺJoanne"ʺ with #AuntJoanne
2 Use this to get more people to come to the website and promote the hashtag on Twiaer.
Earned:
1 Reach out to those who use the # multiple times on Instagram.
2 Partner with record labels to promote the album. Tools Approved Hootsuite
Buffer Rejected N/A Existing Subscriptions/Licenses: YouTube
Vimeo
Timing and Key Dates Key Dates June 21-‐‑ National Music Day March 28-‐‑ Lady Gaga'ʹs B-‐‑day Internal Events-‐‑ N/A Lead Times We need 3 months in order to prepare for the release.
Reporting Dates We will report every month to make sure we are on track. This means we will analyze our finding every 30 days. Since Lady Gaga is a huge celebrity, we believe we can meet this goal.
Social Media Roles and Responsibilities Social Media Director: Cole Kraft Responsibilities: • Approve the budget
• Come up with brainstorming ideas • Keep track of manager and coordinator • Respond to emergency plan
Social Media Manager: Haley Schakel
Responsibilties: • Make sure everything runs smoothly on
a day to day operation
• Come up with ideas and help create • Implement action plan
Social Media Coordinator: Elyssa Kemper
Responsibilities:
• Post and help create • Keep a detailed schedule of when and
what to post • Respond to action plan incase of
emergency
Social Media Policy
1. Be nice to all fans-‐‑ this is so important because we represent Lady Gaga 2. Be accepting-‐‑ Lady Gaga gives love to all and we need to show that through this business 3. Be excited for the winners and release of the album 4. Show fans that we are passionate about the work Lady Gaga creates 5. Always ask yourself "ʺWould Lady Gaga tweet this?"ʺ
Lady Gaga is a symbol of love and equality for many. She shares her thoughts of acceptance and hope through what she posts and who she is. It is very important that we show all of this through her social media, specifically her Instagram. We need to respond to only positive comments to show her light and keep up with her image.
Critical Response Plan
Critical Response Plan
Scenario One A song leaks Action Steps Contact record label and do not post Pre-approved Messaging N/A
Scenario Two Innapropriate post Action Steps Screenshot post and delete immediately
Contact PR
Pre-approved Messaging N/A- Try to ignore the situation until a PR representative gives us the "okay."
Owner Name Telephone Alt. Telephone Email
Marketing Director Lisa Buyer 3748593837 9485738221 [email protected]
Social Media Director Cole Kraft 3747473837 2887446372 [email protected]
Social Media Manager Haley Schakel 9472947293 2948399929
Social Media Coordinator
Elyssa Kemper 3756282948 3488439874
PR Agency The Agency 3845783920 3920987654 [email protected]
Contact Info
Measurement and Reporting Results Quantitative KPIs: 3 months Date as of January 1, 2016 (3 months later)
Social Network Data Social Network URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twiaer /ladygaga 64.8MI 20 post per week 9% Facebook /ladygaga 62MI 7 posts per week 6%
Instagram /ladygaga 20MI (2MI growth) 8 posts per week 7%
Website Traffic Data
Source Volume % of Overall Traffic Conversion Rate
Twiaer 1% growth 20 posts per week 2%
Facebook 2% growth 7 posts per week 3%
Instagram 5% growth 8 posts per week 4%
Results Assessment: We achieved our goal with an effective campaign and timely posting. We grew our Instagram following which seemed to be an easy task. We only needed to get her name out there. It is important to note that Twiaer is still the leader and most effective way to reach her audience. The team has done a great job with her #AuntJoanne contest which gifts fans with signed copies of the new CD. Qualitative KPIs: Between September and January, we gained over 2MIl followers on Instagram. The #AuntJoanne was tweeted 50k times a day from her old and new fans. It was used on Instagram about 20k times per day which increased awareness. Sentiment Analysis: We achieved great praise from social media networks for our contest. We had many posts and trending topics about the new album. The only negative feelings we had was that some people thought the contest was fake when it was very much real. Future actions: Keep with this same plan in order to keep increasing the amount of followers that she has.
