This document outlines a social media strategy for Simon Grossmann, a musician, for 2017-2018. The objectives are to expand his following across social media platforms like Facebook and Instagram, drive more downloads and streams of his music, and increase ticket sales. The strategy involves increasing high-quality, engaging content posting and developing a pathway from social media to his website. Key performance indicators and a paid, owned, and earned media approach are defined to achieve the goals by May and October 2017.

1. Social Media Strategy 2016
PUR3622
www.simongrossmann.net

2. Table
of
Content
-­‐ Execu8ve
Summary
-­‐ Social
Media
Audit
-­‐ SM
Assessment
-­‐ Website
Traffic
-­‐ Audience
and
Compe8tors
-­‐ Objec8ves
-­‐ Persona
and
Voice
-­‐ Strategies
and
Tools
-­‐ Timing
and
Key
dates
-­‐ Social
Media
Roles
and
Resposanili8es
-­‐ Social
Media
Policy
-­‐ Crisis
Response
-­‐ Meaurement
and
Results
www.simongrossmann.net

3. Execu8ve
Summary
Our
priori8es
for
2017-­‐2018
will
be
to
expand
our
following
and
create
more
brand
awareness.
The
primary
focus
will
be
to
drive
more
downloads
on
iTunes
and
increase
Spo8fy
streams
by
sharing
more
engaging
content
and
building
stronger
rela8onships
with
our
fans,
and
also
drive
more
8cket
sales
though
out
website.
Two
strategies
will
support
this
objec8ve:
1. A
plan
to
increase
the
volume
and
quality
of
content
we
publish
to
our
social
profiles.
2. Develop
a
swiT
journey
from
Social
Media
to
website.
www.simongrossmann.net

4. Social
Media
Audit
Social
Media
Assessment
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Instagram Instagram.com/simongrossmann 2840 3 Posts 370
Facebook Facebook.com/simongrossmannmusic 732 3-4 post 40
Twitter Twitter.com/simongrossmann 435 10-12 tweets 7
!
ASSESSMENT
The
table
above
shows
that
Instagram
is
the
strongest
plaWorm
for
the
Simon
Grossmann
brand.
Facebook
second,
and
twiZer
last.
Focusing
on
Facebook
and
Instagram
should
be
a
good
way
to
centralize
informa8on.
www.simongrossmann.net
Accounts
assessed:
Facebook:
Simon
Grossmann
(
www.facebook.com/simongrossmannmusic)
instagram:
@simongrossmann
(
www.instagram.com/simongrossmann)
TwiZer:
@simongrossmann
(
www.twiZer.com/simongrossmann)

5. Social
Media
Audit
Website
Traffic
Assessment
Source Volume % of Overall Traffic Conversion Rate
Facebook 195 29% NO DATA
instagram 73 11% NO DATA
!
ASSESSMENT
-­‐
Although
Instagram
is
the
strongest
plaWorm,
Facebook
is
driving
a
lot
of
traffic
to
the
website.
This
may
be
because
Facebook
is
much
more
browser
friendly
than
Instagram.
www.simongrossmann.net

6. Social
Media
Audit
Audience
Demographic
Assesment
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need
18-24 (54%) 55% Female 45% Facebook 40% Instagram
Ability to have the music
available at all time
25-35 (31%) 44% Male 40% Instagram 15% Twitter
15% Twitter
!
*Assumed
Data
based
on
Social
Media
Insights
www.simongrossmann.net

7. Social
Media
Audit
Compe8tor
Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Salomon Beda Instagram:
salmonbeda
Large number of followers.
Consistent posting that
keeps followers engaged.
The ratio of followers and
engagement is very low. Brand
isnt ventralize. Too much third
party content that deviates
from original brand
Camila Luna FB: Camila Luna Very strong following (74k).
Continuous posting.
Content very in tune with
the brand. Only original
content.
Again, the ratio of followers to
engagemtn is to low. Very low
call to action posting and when
it happens it is not clear what
is th action required.
!
This
is
based
on
each
of
the
compe8tors
specicifc
profiles.
www.simongrossmann.net

8. Objec8ves
The
purpose
is
to
drive
more
downloads
and
streams
and
increase
8cket
sales
through
social
media.
Specific
Objec8ves
-­‐ Get
Follower
to
Engagement
ra8o
to
30-­‐40%
-­‐ Break
the
10k
follower
line
in
6
months
-­‐ Increase
the
amount
of
visual
posts
on
Facebook
by
50%
-­‐ Expand
and
strengthen
the
following
outside
the
United
States.
www.simongrossmann.net

9. Objec8ves
www.simongrossmann.net

10. Objec8ves
-­‐ KPIs
(Facebook
and
Instagram)
-­‐ Number
of
interac8ons
per
post
-­‐ Number
of
followers
gained
weekly
-­‐ Key
Messages
-­‐ Very
different
and
relaxed
kind
of
ar8st
-­‐ Spend
a
listening
to
good
music
www.simongrossmann.net

11. Online
Persona
and
Voice
-­‐ Adjec8ves
used
to
describe
Simon
Grossmann:
-­‐ Good
vibes
-­‐ Talented
-­‐ Original
www.simongrossmann.net

12. Strategies
and
Tools
Paid:
-­‐
In
order
to
gain
more
audience
in
the
territories
desired,
boost
Facebook
posts
containing
original
content
from
our
Youtube
channel
and
give
it
a
specific
territory
and
interest.
That
way
we
create
brand
awareness
and
drive
streams
which
will
be
useful
when
selling
8ckets
in
the
area
or
when
releasing
new
music.
-­‐
Boost
call
to
ac8on
Instagram
posts
such
as
8cket
sales
and
new
releases
in
order
to
drive
more
sales
in
specific
areas.
Owned:
-­‐
Create
an
Instagram
show
in
which
Simon
Grossmann
plays
acous8c
covers
of
classic
Salsa
and
Reggaeton
songs
and
name
it
#BailaPegaoSessions.
Post
one
episode
every
Sunday
at
6:30
PM.
Use
the
Instagram
Stories
feature
to
promote
the
show
through
out
the
week.
Tools
-­‐
Youtube
-­‐
Spo6fy
-­‐
Buffer
-­‐
Adobe
Crea6ve
Cloud
(Premier
Pro,
Photoshop)
www.simongrossmann.net

13. Timing
and
Key
Dates
Since
this
product
is
music
there
are
no
key
dates.
However,
summer
is
concert
and
fes8val
season
so
most
goals
should
be
accomplished
before
or
during
the
months
of
May
all
the
way
through
October.
Internal
Date:
-­‐
May
5th
–
6
month
objec8ves
should
be
accomplished
-­‐
October
2nd
–
Follow
Up
content
for
all
the
new
audiences
gained
during
the
summer
should
be
released
periodically.
www.simongrossmann.net

14. Social
Media
Responsabili8es
The
Simon
Grossmann
brand
is
a
young
and
small
brand
that
depends
on
three
people.
All
posts
should
be
cleared
by
the
Manager.
This
people
are:
-­‐
Manager
–
Simon
Grossmann
-­‐
Content
Director
–
Juan
Abascal
-­‐
Content
Editor
–
Sarah
Fagundez
www.simongrossmann.net

15. Social
Media
Policy
As
brand
that
trying
to
connect
to
more
people,
we
depend
heavily
on
social
media.
Also
as
a
musician
who
is
trying
to
increase
the
number
of
fans
who
don’t
only
like
his
music
but
also
like
the
person
behind
it,
we
need
to
carefully
craT
the
messages
we
send.
One
wrong
message
can
significantly
hurt
the
brand’s
image
and
growth.
That
is
why
we
should
follow
some
guidelines
when
we
are
pos8ng
and
avoid
the
following
things:
-­‐
Pos8ng
nega8ve
comments
about
compe8tors
-­‐
Using
bad
language
-­‐
Poli8cs
(Only
in
specific
scenarios,
aTer
all
it
is
a
“personal”
page
where
thr
ar8st
behind
it
has
opinions”
-­‐
BULLYING
-­‐
Disclosing
internal
deals
made
with
other
partners
-­‐Post
unconfirmed
dates
All
those
thing
among
others.
Always
use
common
sense
when
pos8ng.
If
you
think
something
might
be
inappropriate….
DO
NOT
POST
IT
www.simongrossmann.net

16. Crisis
Response
Scenario
1
–
Inappropriate
Post
(Any
PlaWorm)
-­‐ Detect
post
-­‐ Document
post
-­‐ Delete
Post
-­‐ Check
reach
and
number
of
impressions
-­‐ Did
the
post
receive
any
nega8ve
comments
or
responses?
-­‐ Yes?
–
If
it
is
more
than
10
people
an
apology
post
must
be
issued.
Less
than
ten
people.
Apologize
to
each
person
individually
-­‐ No?
–
Delete
post
and
con8nue
on.
-­‐ Evaluate
the
damage
and
address
the
person
responsible:
Pre
Approved
Message
-­‐
“I
want
to
apologize
for
the
remarks
made
earlier,
they
are
not
aligned
with
the
values
I
was
raised
with.
There
is
no
excuse
for
behavior
like
that
one…
again,
I
am
sorry”
*Since
all
posts
most
be
cleared
by
Simon
this
may
be
a
very
unlikely
situa8on.
www.simongrossmann.net

17. Crisis
Response
Scenario
2
–
Cancelled
Show
-­‐ Make
sure
the
show
cannot
go
on
with
100%
certainty
-­‐ Issue
a
cancela8on
post
on
all
plaWorms:
-­‐ “For
reasons
that
go
beyond
our
control,
the
show
has
been
suspended.
I
apologize
to
all
the
people
that
already
bought
8ckets
and
waited
in
line.
Our
8cke8ng
partners
will
contact
you
to
issue
a
refund”
www.simongrossmann.net

18. Measure
and
Response
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook facebook.com/simongrossmannmusic 2000 - 233% Increase
4-5 Posts (3 Visual Posts)-
25% Increase 15-20%
Instagram Instagram.com/simongrossmann 7000- 246% increase 4-5 Posts - 25%increase 40%
!
Social
Network
Data
Quan8ta8ve
KPIs
-­‐
Repor8ng
period:
4
months
*all
data
is
only
a
proyec8on
if
the
startegies
implemented
are
done.
The
data
is
made
up.
-­‐
Facebook
saw
an
increase
of
almost
1300
followers.
Instagram
doubled
its
followers.
www.simongrossmann.net

19. Measure
and
Response
Website
Traffic
Sources
Quan8ta8ve
KPIs
-­‐
Repor8ng
period:
4
months
*all
data
is
only
a
proyec8on
if
the
startegies
implemented
are
done.
The
data
is
made
up
-­‐
Facebook
remained
the
strongest
visitor
driver
to
the
website.
Instagram
picked
a
liZle
bit
more
trac8on
Source Volume % of Overall Traffic Conversion Rate
Facebook
500 - 256%
increase 32% - 3% Increase NO DATA
Instagram
200 0 273%
increase 17% - 6% increase NO DATA
!
www.simongrossmann.net

20. Measure
and
Response
Sen8ment
analysis
-­‐ An
analysis
of
50
Facebook
posts
and
50
Instagram
posts.
-­‐ Video
pos8ng
and
specific
8me
weekly
post
create
good
sen8ment.
Followers
expected
to
see
posts
on
a
weekly
basis
and
it
created
excitement.
-­‐ Lack
of
response
to
comments
created
nega8ve
sen8ments
-­‐ Proposed
Ac8on
items
-­‐ Con8nue
pos8ng
videos
and
s8ck
to
same
schedule
-­‐ Designate
a
biweekly
response
period
www.simongrossmann.net