This document outlines Ansolo's 2016 social media strategies and objectives. It includes assessments of their current social media presence, website traffic sources, audience demographics and competitors. The strategies aim to increase followers by 20% and posts to 4 per week across platforms. Key dates are highlighted and roles defined. Metrics will track growth and inform future efforts, with a focus on expanding reach through Instagram interactions.

1. Ansolo
FEBRUARY 21, 2016
DIANA GORMAN

2. Table of Contents
 Title Page - 1
 Table of Contents – 2
 Executive Summary - 3
 Social Media Assessment - 4-7
 Social Media Objectives - 8
 Online Brand Persona and Voice - 9
 Strategies and Tools - 10
 Timing and Key Dates - 11
 Social Media Roles and Responsibilities - 12
 Social Media Policy - 13
 Critical Response Plan - 14
 Measurement and Reporting Results -15

3. Executive Summary
 In 2016, we have outlined various social media strategies to expand the number of
online followers and page views.
 In order to promote concert sales and record purchases, we will attempt to
expand the reach of Ansolo social media accounts to relevant audiences by
creating content and promotions that will be shared within the dance music
community.
 These objectives will be met by focusing on the following social media strategies:
 Increasing interactivity of social media content
 Expanding the reach of content to relevant audiences

4. Social Media Assessment
Social Network0
URL
Follower Count Average Weekly
Activity
Average
Engagement
Rate
#interactions/re
ach
Facebook Facebook.com/
Ansolo.Music
119,078 2 posts per
week
4%
Instagram Instagram.com/
ansolo_music
601,050 1 post per week 5%
Twitter Twitter.com/ans
olo_music
162,749 3 posts per
week
1%
Data collected February 21, 2016
Social Media
Assessment:
Largest amount of
interaction occurs on
Instagram, however it
is the least frequently
updated. For this
reason, we should put
more emphasis on
the content posted
on this
medium.
Twitter has the lowest
amount of user
interaction, but is
updated the most.

5. Website Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Instagram 3 million unique
visits
20% 9%
Facebook 1.2 million unique
visits
7% 3.5%
Twitter 600,000 unique
visits
2% 1%
Monthly average from December 2015 to February 2016
Traffic Summary:
Overall,
Instagram drives
the most traffic
to the website.

6. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
92% 18-30 71% Female 80%
Instagram
75%
Facebook
Recreation-
al
Information-
al
3% 31-40 29% Male 17%
Facebook
15%
Instagram
4% 41-55 3% Twitter 10% Twitter
1% 56-80
Survey distributed through welcome registration email. 230k responses.
Summary:
Largest percentage of
users fall within the
18-30 year
demographic.
Additionally, users
reported to primarily
rely on Instagram to
satisfy their
recreational social
media needs.
For this reason, more
emphasis should be
placed on this
medium.

7. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Kygo FB: kygoofficial Clear emphasis on upcoming
show dates (listed on page’s
main banner). Large amount
of interactive content
(including videos and
photos).
Not enough direct content
from the artist. Mostly
promotional material.
Oliver Heldens Instagram: oliverheldens A lot of content that appears
to be directly from the artists
with a large amount of
interaction.
Not enough emphasis on
upcoming events and new
music.
Nicky Romero Twitter: nickyromero Strong number of interactions
(retweets, quotes, and likes).
Good balance between
promotional content and
artist personal presence.
Large amount of unrelated
material.
Summary:
Overall there seems to
be a good amount of
interaction between
the three selected
account and social
media users. However,
there is a need for
more balance between
sharing promotional
and personal content.

8. Social Media Objectives
 2016 Social Media Objectives are as follows:
1. Increase the number of followers on all social media accounts by 20%.
2. Include more content related to artist’s personal life.
1. This content receives the most social media interactions (shares, comments, likes, etc.)
and will stimulate page views.
3. Increase the number of average weekly posts to at least 4 on all mediums.

9. Online Brand Persona & Voice
 Adjectives that describe the ‘Ansolo’ brand & lifestyle
 Fun
 Energetic
 Youthful
 When interacting with fans we are
 Friendly
 Excited
 Helpful

10. Strategies & Tools
Strategies
 Paid
 Recruit digital designers that specialize in making promotional content for artists.
 Pay to feature promotional content for large events and song releases on Facebook and Instagram.
 Owned
 Introduce contents for free concert tickets by sharing, liking or commenting on a post.
 Create a #teamAnsolo hashtag that will boost conversation surrounding the artist.
Tools
 Soundcloud
 Vimeo
 Photoshop
 Eventbrite

11. Timing & Key Dates
 Holiday Dates
 New Year’s Eve
 Halloween
 Fourth of July
 Internal Events
 3/15 – Concert at Hakkasan Las Vegas
 3/17 – Meet & Great w/ Fans before club appearance
 4/2 – Concert at Pacha NYC

12. Social Media Roles & Responsibilities
 Marketing Director
 Rachel Berrang
 Social Media Director
 Matt Doyle
 Social Media Coordinator
 Adrian Guzman
 Social Ads Support
 Eric Matthews
 Customer Support
 Helen King

13. Social Media Policy
 In order to foster positive interaction between the Ansolo fan-base and support
team, we must follow these guidelines:
1. Be knowledgeable of all Ansolo related projects and events.
2. Be supportive of all customer inquiries.
3. Be friendly during all customer interactions.
4. Ensure that all information shared is accurate.
5. Make sure that all content is suitable for all viewer demographics.

14. Critical Response Plan
Scenario: Negative Concert Experience
 When a negative social media post is detected regarding a fan’s concert experience, immediately
make note of the user’s personal information and what occurred.
 This will allow the Ansolo team to determine a way to prevent similar occurrences in the future.
 Respond by publicly asking the user to contact the Ansolo social media team (either by e-mail or
private message) in order to resolve the conflict and offer further assistance.
 Response must be approved by Matt Doyle.
 If Matt Doyle cannot be reached within a 2 hour contact period, use best judgement.
 Refer the user to Helen King upon contact.

15. Measurement & Reporting
 After plan execution, there has been a noticeable increase in the amount of Instagram
followers and interactions.
 Particularly, user “tags” on Instagram posts have increased dramatically – leading to a wider
audience reach.
 Large increase in the number of Soundcloud and Vimeo plays from shared content.
 Substantial increase in ticket sales for upcoming shows in March and April.
 Compared to ticket sales from November 2015 – January 2016.
 Twitter has not seen much growth.
 More focus on this medium in upcoming months due to the interactivity of the content
shared on this platform.