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Surge power point
- 1. Simarpreet Walia | Kevin Brown | Kiana Luke Hannah Cruver | Cooper Cutler | Yam Yeung
- 2. Table of Contents Surge - Kiana (Executive Summary) Brief Overview - Kiana Mission Statement - Kiana Social Media Presence - Simar SWOT Analysis - Hannah Goals - Hannah People - Cooper Content - Cooper Platforms/Tools - Simar Planning - Kevin Analyzing - Kevin Manage - Tony
- 3. Surge Intro • The Surge Dance Center is well liked and known through the Pierce and King county community, but lacks in their online presence • Facebook, Instagram, Twitter, YouTube, and website • Determined their strengths, weaknesses, opportunities, and threats • Research to increase traffic for their social media sites • To continue to grow as a business we believe it is important to have success on each of their social media platforms
- 4. Brief Overview • Located in Lake Tapps, WA • Owned by Joe and Annalise Espinosa • Offer classes in jazz, tap, ballet, lyrical, hip hop, tumbling, musical theater, and stretch and strengthening • Voltage Competition team
- 5. Mission Statement “The Surge Dance Center aims to provide dance lovers professionals and positive dance training in order to to exert their full potential”
- 6. Social Media Presence • Facebook: 1300+ likes with 1100+ people geotagging the studio locations • Instagram: 1100+ followers o 500+ posts but inconsistent posting schedule Image Credit: https://socialmediaclub.org/wp-content/uploads/2016/04/Social-Media-Graphic.jpg
- 7. Social Media Presence • Website: Fully functional showing current events, and updated content • Youtube: Each video averages 1000+ views • Twitter: smallest following with only 97 followers and little to no interaction
- 8. SWOT Analysis Strengths • Easy to use • Cost efficient • Ability to reach a large market • Ability to communicate with audience & aspiring students • Expands network of students • Sharing of photos and videos Weaknesses • Requires constant upkeep • Website functionality • Amount of followers • Unequal updates on each platform • Twitter does not come up on Google search • Few likes/shares
- 9. SWOT Analysis Opportunities • Expanding followers • Self promotion • Ability to see competition • Quick updates/response from followers • Ability to network with potential teachers • Expand to danvers across the state Threats • Local competition also on social media • Public information available to competitors • Possibility of spam • Others have access to post negative remarks • High competition
- 10. Goals • Develop a social media presence across YouTube and Instagram with 2000 followers on each platform by July 2017 o Post regular updates o Update company website with all social media links o Ask for feedback from audience • Increase likes, comments and followers on YouTube and Instagram by 50% by July 2017 o Create a unique Hashtag for Surge o Create more engaging content o Actively respond to users
- 11. Goals • Increase the audience on The Surge Dance Center’s YouTube web series “Surge TV” up to 1500 viewers by the end of season 3. o Create a schedule for the “Surge TV” so that users can follow the show. o Make the YouTube channel more engaging to YouTube users allowing them to leave feedback, join contests and vote on most liked dancers
- 12. People • Men, Women & Children • Personas • Greater Tacoma Area • Age 3-49 Target Group
- 13. People Target Group Needs • Youtube, Facebook & Instagram • Promotions • Moniter • Feedback Resources • Surge Staff • New Hire • Outsourcing
- 14. Content Youtube • Dance tutorials • Routines • Shows/Events Instagram • Sneak Peaks • Clips • Team/Member photos • Advertising Events
- 15. Tools/Platforms • Two main tools YouTube and Instagram managed by Social Media employee • YouTube - Best video sharing platform to reach millennial audience • Surge TV - Weekly YouTube dance series to increase brand awareness • Instagram - Leverage current audience to cross promote other social media platforms o Short videos about current events and photos to increase interaction
- 16. Planning 1. Create budget for Instagram and YouTube 2. Hire intern/entry level position to manage social media (administrative position) 3. Research and analyze target groups and audience on both platforms 4. Create schedule for content postings 5. Create/post videos, pictures, etc. 6. Monitor engagement (progress, reply to users, create hashtag, etc) One Full time Employee • $15.00 Per Hour • $31,200 Per Year • $1,000 For Equipment (Video camera, Camera, Laptop) • Unknown Cost for advertising Roles: ➔ Content Collection ➔ Technical Support ➔ Content Developer ➔ Communications Director ➔ Advertising Budget and players/roles Brief Project Plan:
- 17. Analyzing Goal 1: Develop a social media presence across YouTube and Instagram with 2000 followers on each platform by July 2017. - # of followers our social media attains for each social network. Goal 2: Increase likes, comments and followers on Youtube and Instagram by 50% by July 2017. - # of likes, comments, and followers we’re able to get by July 2017 in comparison to Surge’s current number of engagement on Youtube and Instagram. Goal 3: Increase the audience on The Surge Dance Center’s Youtube web series “Surge TV” up to 1500 viewers by the end of season 3. - # of views on video, likes and dislikes on video, comments, and subscribers to channel. Key Performance Indicators
- 18. Analyzing Generate Traffic ➔ Third-party marketing agency for ad space on Instagram and Youtube. ➔ Create an ad campaign that will push users to both social network platforms. ➔ “Challenge”, Surge could offer free dance lessons to a participant in the challenge. The challenge would require users to engage with posts, share posts, like, and comment on the challenge which will generate traffic and increase Surge’s reach.
- 19. Manage We use AgoraPulse to monitor Surge social media • Link up all the social media account in one software • Weekly report • Schedule post • Cost $49 per month
- 20. Manage We use Google Analytics to manage social media • Monitor website traffic • Revenue that ads on the website bring in • Analytic report • Able to identify which link visitor click most • Free of charge !
- 21. Our Next Step • Maintain and Grow the social media networks o Updating content weekly (Promotions, Contests) o Video content will be uploaded on YouTube • Video Content is about: o Behind the scenes o Conversations with the instructor giving extra tips to improve.
- 22. Thank You!
Editor's Notes
- -Surge posts on their social media sites, but tends to not post often -Our strategy mainly focuses on their Facebook page, and YouTube channel -Found SWOT within the business, and in comparison to their other competitors (other dance studios in the local area) -Our strategic plan is something that will help Surge grow as a business, attract new customers, show the world what is going on at Surge and the talent that is within the studio
- -The Surge Dance Center opened in July of 2011, and is located in Lake Tapps, WA. -It is run and owned by Joe and Annalise Espinosa. -There are 14 instructors on staff, including 1 registered dietician -The studio currently consists of 300 registered students that range in age of 2 ½ to 18 years old. -They offer classes in ballet, tap, jazz, lyrical, hip hop, tumbling, musical theater, and stretch and strengthening. -They are well known for their competitive team, “Voltage.” Voltage consists of 64 members who range in age from 4-18 years old. They are highly competitive and compete in competitions regionally around the Seattle area, and nationally in the West Coast region. Voltage members and groups have placed regionally in the top ten and nationally in the top ten.
- Who they are: The Surge Dance Center What they do: They are committed to providing inspired instruction, professional guidance, and a positive environment to challenge each individual to realize their full potential in the art of dance Who their audience is: Anyone who has an interest and love in dance How will they get it done: Deliver excellent training through proper technique and a strong artistic integrity, taught in a nurturing atmosphere
- Surge is targeted at Men, Women and Children all of whom have an interest in Dance both casual as well as professional. Along with targeting people with an interest in dance they are also targeting parents, teens, and thespians The target group will be a part of the greater Tacoma Area as Surge is located in Bonney Lake and will range from an age of 3-49. While they accept people of all ages we have determined that the most interactive group is
- We use AgoraPulse to monitor Surge social media. The reason why we choose AgoraPulse is because Surge can link up all the social media account in one software, which mean we just need to create one content and AgoraPulse will help us to post it on different social media platform. Also AgoraPulse has a function to conduct data which is weekly report. The weekly report will allow us to monitor all the social media platform performance, once we found any problem in the weekly report, it allows us to fix the problem and make our social media platform better. Also we can schedule post through AgoraPulse, this function will help us become effective because most of the posts were conducted by our instructor and scheduling post can save the instructor time, and focus on the quality of the classes. At last, the price of AgoraPulse is acceptable, it cost $49 per month. Compared to others software, AgoraPulse is cheaper than them and the functionality is better than the others.
- We use Google Analytics to manage social media. The reason why we choose google analytics is because we can monitor the website traffic and the revenue that ads on the website bring in. Also they have analytic report which will allow us to fine tune surge website and the rest of the social media platform. Google analytic have a function that allow us to know which link the visitor click most. By this function, Surge can know more what the people like most, and what they don’t like. Therefore, they can do some adjustment on their function or classes. At last, google analytics is free of charge, all you need to do sign up and start working on it.
- The next steps are to maintain and grow the social media networks by constantly updating each of your social media pages with fresh new content on a weekly basis. This new content could be promotions, contests, and new video content uploaded on YouTube. The YouTube content could be behind the scenes or conversations with the instructors giving extra tips on how to improve.