Bsomf social media presentation smrtccePresentation Transcript
The following social media case study is a group assignment forthe course: Social Media Research and Techniques at McMasterUniversity. Objective of this assignment is to create a socialmedia planning case study based on a company profile that amember of each group worked on for the last assignment. Ourgroup chose the Burlington Sound of Music Festival profile byBrent Posthuma - #BSOMFSupporting documents can be found at : A Social Media CaseStudy - #BSOMF
About The EventThe Burlington Sound of Music Festival is annual free music festival held every year on Father’s Day weekend in June.
• FREE• Not for Profit Music Festival• Over 33 years• Top 100 Festivals in Ontario• Draws over 200,000 visitors• 700 volunteers (100 full-time)• Year round supporter of the Taking it to the Streetschildren’s Arts program / charity• Other attractions - local artists, culinaryexperiences, a midway, shopping,
Business Goal A 10% increase in donations by June 30, 2013 that will go toward supporting the‘Taking it to the Streets’ music education program for children ages 4 – 12 (Burlington, Ontario)
Introducing… A Social Media Plan To support Business Goals Presented by:Marketing & Communications
S.W.O.TStrength, Weaknesses, Opportunity, Threats
STRENGTHS: • Going strong for over 33 years, with over 200,000 attendees each year from Southern Ontario and the United States • Run solely by over 700 volunteers • Multiple awards: Top 100 Music Festivals in Ontario, The Recycling Council of Ontario (2010) for waste minimization, best ‘Greening’ of a Festival (2010) by Festival and Events Ontario. • Increases regional tourism (economic impact for Burlington $14 million) • Supported by local residents, 95% agree it provides a positive impression of the region. Highly regarded as a ‘world-class’ event. • Musical diversity (Jazz, Rock, Folk, Pop, Blues, Latin, Big Band, Celtic, Country and Childrens Entertainment)
WEAKNESSES: • “If it ain’t broke, don’t fix it” mentality. They have been doing the event the same each year • Lack of marketing and social media expertise • Limited sponsorsOPPORTUNITIES: • Initiate partnerships with corporate sponsors to increase awareness and revenue • Enhance festival experience between people, programs, sponsors and local vendors • Enhance attendee experience
THREATS: • Inclement weather deterring visitors • Unable to obtain rights to the videos for the "Memories" contest • Technical difficulties (power failure, lack of internet connection, AV issues, etc.) • Fathers day weekend might deter some from from attending • Other regional events and music festivals are on during that time (Barrie Jazz and Blues Festival, London Fringe Festival, etc.) • Few submissions/participation for the "Memories" promotion • Planning and event management failures (positions are all volunteers) • Economic climate
GoalsProvide a 360 marketing approach that will work from the ground up using oursocial media platforms to provide an integrated cross-promotion strategy. • Expand our followership amongst each social media platform • Promotion of @BSOMF Twitter account & #BSOMF • Facebook engagement • YouTube integration • Sound of Music Festival "Memories" promotion • Web-based polls
ObjectiveThe key objective is to provide a value added cross promotionstrategy and increase corporate sponsorship from one of our key sponsors by 10%
Projected OutcomeThese efforts will result in our end goal of increasing the amount of fundingprovided by one of our generous corporate sponsors. The additional fundingwould be used to • Obtain larger named performers to attract more visitors o Draw more people to the event Additional money spent within the city Increased donations Increased marketing potential • Additional Funding for the Taking It To The Streets program • Increase awareness of local charities
Tactic to Achieve Goal
"Memories Of The Burlington Sound of Music Festival" • Key sponsors attach their brand with a promotion that focuses on both emotion and community (Tim Hortons) • People to submit personal video stories tying into heartwarming moments, shows that made a lasting impression, and sense of community and would provide the sponsor the ability to be associated with these positive messages • Value add: allows for brand mentions, brief intros for each video (live and online), brand mentions when promoting the "Memories" campaign, plus additional exposure throughout all digital and print promotional efforts
"Memories Of The Burlington Sound of Music Festival" • Past visitors to the Burlington Sound of Music Festival are urged to submit their favorite memory from the event. o Upload their video to YouTube where the top videos are chosen and later used as part of the "Memories" campaign. • YouTube, Twitter, and Facebook and encourages people engagement • Videos would be promoted within the event website, and YouTube with the ability to share and vote via Twitter and Facebook • The bulk of the interaction would focus during the event itself, showing the top ranked videos between artists sets urging people to participate in voting process for their favorite story • Voting process would encourage the hashtag #BSOMF #Vid3 • Performe autographed poster awarded for the video with the most votes
Memories Video Contest Prize
Additional TacticsUsing social media we will be able to interact across numerous platforms to stay engaged. Throughsocial media we could integrate cross-promotion strategies such as "stop by the Tim Hortons stageand see @MattGood #BSOMF" as a value-add technique. We would also share behind the scenesvideos, interviews, and photos of artists to create interest and promote the event and associatedsponsors.Twitter:Encourage use of #BSOMF and @BSOMFEncourage posts of photosHave artists tweeting about the eventStream posts on video screens between actsPromote upcoming performancesFacebook:Post photosProvide ongoing schedule of eventsPre/Post Event Polls: Who would you like to see at BSOMF? Who was your favorite act at the show?
The OutcomeWe expect that the value added benefits of this social media campaign will appealto a number of our sponsors although our focus in on one of our key sponsorssuch as Tim Hortons. We also expect the the "Memories" contest will engage ourtarget market and influence engagement.With the combination of increased followership, user engagement, the targetmarket/demographic of attendees, and the emotional/community focusedcampaign we expect that our sponsors will see the added value to expand theirmarketing reach and branding efforts.The promotion is a win-win for everyone involved and a modern way to perform across-promotional strategy.
Sites to be used & their key metrics to measure• You Tube - uploads, LIKES, shares• Facebook - LIKES, Shares, comments, sentiment• Twitter - Followers, Shares, Favorites, Lists, Comments,sentiment• Website - click-thrus to website from social sites.
Budget & Resources
Risks & Assumptions
Assumptions:• Participants will be Tech – Savvy to be able to participate•2012 Media Kit statistics are accurate•Bands will volunteer their time to sign the posters•There will be capable volunteers to support this campaign (i.e. tech savvy, time, etc)•Access to internetRisks:•Technical support challenges (i.e. server problems storing the submissions)•Technical failure - Items under our control (TV’s fail, software issues, etc.)•Power failure during the event•Lack of internet signal for guests during the event•Bad weather would reduce numbers of guests
Conclusion:With the tactics aligning the overall goal, the festival will continue to bring inadditional funds to the ‘Taking it to the Streets’ children’s music program. • Short survey in Facebook and linking to Twitter o Data, benchmarks, trends, and analysis will draw conclusions o Continued improvementsRecommendations: • Incorporate performances by children enrolled in Taking it to the Streets music program o Heighten programs awareness o Increase additional funding toward program
Disclosure:The information in this document is based on public informationfound online (references available at the end of this document) andfrom personal experiences by one of the authors.Business goals and other assumptions were made up based on apossible scenerio to support this class project and in no way reflectthe views or actual business plans of the Burlington Sound of MusicFestival, their volunteers or anyone else related to the Festival(including their sponsors).
References Burlington Sound of Music Festival Burlington Sound of Music Festival Media KitBurlington Sound of Music Festival Sponsors Page Taking It To The Streets Program Fence Image