Savannah Green's Social Media Strategy for Flume

1. Social Media Strategy
Savannah Green
9/27/16

2. Who is Flume?
• Flume is a DJ from Australia
who has recently taken the
music industry by storm. He is
known for his collaboraHons
with innovaHve arHsts and
incomparable beats. He
currently has 2 singles on the
Top 50 charts in both the
United States and in Australia.
He is in the middle of his
North American tour.

3. Table of Contents
• ExecuHve Summary
• Social Media Audit
– Social Media Assessment
– Traffic Sources Assessment
– Customer Demographics Assessment
– CompeHtor Assessment
• Social Media ObjecHves
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and ResponsibiliHes
• Social Media Policy
• CriHcal Response Plan
• Measurement and ReporHng Results

4. ExecuHve Summary
• The primary goal of the social media campaign
is to raise awareness of Flume as an arHst and
to promote his 2016 North American tour.
• The major social strategies uHlized will be
1. Live documentaHon from performances at each city
to conHnually raise awareness of the tour
2. Plan to give Hcket giveaways for each city to engage
followers

5. Social Media Audit
Social Media Assessment
Social Network URL/handle Follower Count Average
Weekly
Ac=vity
Average
Engagement
Rate
Facebook hps://
www.facebook.
com/
flumemusic/?
fref=ts
1,218,090 5 posts per
week
.65%
Twier hps://
twier.com/
flumemusic
290,000 14 posts per
week
.17%
Instagram @flumemusic 692,000 10 posts per
week
4.3%
Social Media Assessment: Instagram has the highest average
engagement Rate. Facebook needs to have some type of influx
of engagement , as the rate is very low.

6. Social Media Audit
Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 10,000 20% 5%
Twier 3,000 3% 2%
Instagram NO DATA NO DATA NO DATA
Traffic Summary:
Currently, Facebook has the largest volume of traffic out of
all social media plagorms with over 1 million subscribers.
The engagement rate, however is very low. The conversion
rate for Facebook is the highest, to ensure that more of the
followers are engaging in the content because that is where
we have the largest amount of fans.

7. Social Media Audit
Customer Demographic Assessment
Age
Distribu=on
Gender
Distribu=on
Social
Network
Breakdown
Primary
Need
Secondary
Need
30% 14-18 60% Female
40% Male
60% Instagram
30% Twier
10% Facebook
To stay
informed of
Flume’s new
releases
To stay
informed of
Flume’s tour
dates/locaHons
50% 18-23 50% Female
50% Male
50% Instagram
30% Facebook
10% Twier
To stay
informed of
Flume’s new
releases
To stay
informed of
Flume’s tour
dates/locaHons
10% 24+ 50% Female
40% Male
80% Facebook
10% Twier
10% Instagram
To stay
informed of
Flume’s new
releases
To stay
informed of
Flume’s tour
dates/locaHons
A majority of the target demographic falls between the ages of 14 and 23. These
are going to be the fans that are most interested in Flume’s newest music and
tour dates/locaHons. The are the most present of Facebook and Instagram

8. Demographic Examples • 14-18
(30%)
18-24 (50%)
24+ (10%)

9. Social Media Audit
CompeHtor Assessment
Compe=tor Name Social Media
Profile
Strengths Weaknesses
The Chainsmokers Facebook:
hps://
www.facebook.com
/thechainsmokers/?
fref=ts
Instagram: @the
chainsmokers
The Chainsmokers
are very consistent
in posHng every
day. Their posts are
visually appealing
and stand out of a
Timeline
As a music group,
they should be
posHng more
videos. Their posts
consist mainly of
photos.
Diplo Facebook:
hps://
www.facebook.com
/diplo/?fref=ts
Instagram: @diplo
Diplo posts
intriguing photos
from his concerts
and various
performances,
causing his
audiences to
engage
Diplo posts a lot of
unprofessional,
low-quality photos
on his Facebook,
making his personal
brand inconsistent

10. Social Media ObjecHves
• For this campaign, the social media objecHves are to have Flume’s fans
engage more on all social media plagorms. Flume has a solid following on
Facebook ,Twier and Instagram but overall low amount of engagement.
• Specific objecHves-
– Engage Flume’s followers to bring more awareness to him as an arHst
Promote Flume’s US tour to his followers to ensure a high volume of
Hcket sales
KPIs- more likes/shares per post, more concert Hcket sales, number of
followers on Facebook, Twier and Instagram
Key Messages- Flume is an up and coming influenHal arHst. Flume’s US
tour is one that his fans can’t miss.

11. Online Brand Persona and Voice
• AdjecHves that describe our brand-
– InnovaHve
– Millenial
– CreaHve
– Edgy
– ArHsHc
– Cuong-edge
When interacHng with customers we are-
Clever, grateful and friendly

12. Examples Twier:
Facebook:

13. Strategies and Tools
• Paid- For every tour locaHon, pay for ads targeted to the
specific city. Boost ads when new singles are about to be
released
• Owned- uHlize hashtag #FlumeforFree and choose one winner
(by randomly selecHng a retweet) from each city to win a free
concert Hcket
• Earned- monitor for tweets menHoning the Flume concerts to
promote the #FlumeforFree campaign. Partner with venues to
promote the Hcket giveaways
• Tools- Buffer (for scheduling), Hootsuite

14. Timing and Key Dates
• Tour Dates:
• Friday October 7- AusHn, TX
• Friday November 4- CincinnaH, OH
• Monday November 7- Los Angeles, CA
• Wednesday November 9- San Francisco, CA
Internal Events:
“Say It” Music Video Release // Monday November 7
CollaboraHon with Disclosure Single Release // Thursday November 17
ReporHng Dates:
Every other month beginning October 1

15. Social Media Roles and ResponsibiliHes
• MarkeHng Director- Hadley Feroce- in charge of
delegaHng tasks and dividing up markeHng budget
• Social Media Manager- Savannah Green-
scheduling all social media posts; organizing
#FlumeforFree Hcket giveaway
• Social Media Coordinator- Stephanie Taylor-
review all posts before publishing; monitor all social media
accounts and respond to fans

16. Social Media Policy
• Our social media is the only outreach fans
have towards Flume. It is important that we
respond to all fans and inform them of all
Flume news and updates
• Friendly responses to fans
• Timely updates on any concert rescheduling or
delays
• Thank every city that Flume visits
• Ensure consistencies on all plagorms

17. CriHcal Response Plan
• Scenario 1-
• The wrong city is announced for next tour date.
• When tweet is detected:
• Screenshot tweet, then immediately delete. Stephanie is to drav a new
tweet and then send to Savannah for approval
• Aver approved, new tweet is sent out
• Preapproved messaging: “We are so sorry about the city mishap. It’s hard
to keep up with our crazy schedule. I love you, ____(name of city)
• Scenario 2-
• Facebook hacked
• Immediately contact Savannah and delete any hacked posts.
• Stephanie changes password and adds it into secure database
• Preapproved messaging: “Looks like my account got hacked. Ignore any
dumb posts. Thanks for following!”

18. Measurement and ReporHng ReporHng Period:
• 3 months
• (October 1-Jan 1)
Source Volume
Facebook 12,000
20% increase
12% 4%
Twier 4,000
33% increase
4% 2%
Instagram No data No data No data
Social Network Data
Social
Network
URL Follower
Count
Average
Weekly
Ac=vity
Engagement
Rate
Facebook hps://
www.faceboo
k.com/
flumemusic/?
fref=ts
1,300,000
10% increase
8 posts per
week
60% increase
1%
Twier hps://
twier.com/
flumemusic
300,000
3% increase
15 posts per
week
7% increase
1%
Instagram @flumemusic 700,000
1.2% increase
12 posts per
week; 20 %
increase
5%
Website Traffic
Assessment

19. • Our following rates increased on Facebook, Instagram and Twier
• We increased the amounts of posts on all plagorms leading to an
increased amount of user engagement
• A greater focus will be put on producing high-quality videos for the
Facebook and Instagram plagorms
#FlumeforFree
Our #FlumeforFree Hcket campaign had over 100,000 retweets/menHons
QualitaHve KPIs
SenHment Analysis
We also noHced that on Twier, 50% more people are uHlizing the
@Flumemusic handle when tweeHng about concerts and new songs, which in
return brought us new followers (out of 1,000 menHoned tweets we had 300
new followers)
Over 500 of our new followers were categorized as aspiring musicians
Proposed AcHon Plan-
ConHnue the #FlumeforFree campaign for Flume’s European tour
Work on higher response rates to those menHoning Flume in their tweets
Promote a Flume Meet and Greet Hcket opHon to see what type of response
fans have to the idea