Lady Gaga Social Media Management 2016

1. Lady Gaga
Social Media
Strategy 2016
For use by HAUS of Gaga and
Interscope Records.
Completed by Social Media
Director –
Robyn Bonfiglio

2. Table of Contents
• Page 3 - Executive
Summary
• Page 4 - Social Media Audit
• Page 5 - Social Media
Objectives
• Page 6 - Online Brand
Persona and Voice
• Page 7 - Strategies and
Tools
• Page 8 - Timing and Key
Dates
• Page 9 - Social Media Roles

3. Executive Summary
Our major social media priorities for 2016 will comprise of highlighting the new album,
Joanne, released in October and keeping rumors regarding recent ex-fiancé Taylor Kinney to
a minimum.
The primary focus will be to support and focus on the new music and upcoming tour from
Lady Gaga.
Three major social strategies will support this objective:
1. Continue demographic outreach by creating live and instant responses from Gaga while
on tour.
2. Exclusively release new music from LadyGaga.com and Target Partnership.
3. Post original content for each platform – Twitter, Instagram, Facebook,Tumblr, Youtube.

4. Social Media AuditSocial Media Assessment
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
facebook.com/ladygag
a 61,269,491 3-4 daily 18%
Twitter twitter.com/ladygaga 63,900,000 5-20 daily 40%
Instagram
Instagram.com/ladygag
a 18,900,000 1-5 weekly 15%
Youtube Youtube.com/ladygaga 7,339,004 1-2 Monthly 68%
Website Traffic Sources Assessment Date:
Source Volume % of Overall Traffic Conversion Rate
Facebook Up .01% Last Week
Twitter
Instagram No Measurement
Youtube 22M views in 1 week
Audience Demographics Assessment Date:
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
0-18 60% F / 40% M Twitter.com Facebook.com Instant Gratification Shareable
19-26 50% F / 50% M Facebook.com Instagram.com Original Content Likes, reportable
27-35 68% F / 32% M Facebook.com Instagram.com Shareable Content Newest stories
36-45 61% F / 39% M Facebook.com Pinterest.com Shareable Content Newest Stories
46 + 71% F / 29% M Facebook.com Twitter.com Quality Posts Shareable Content
Assessment Summary:
Competitor Assessment: Date:
Competitor Name Social Media Profile Strengths Weaknesses
Katy Perry
Facebook.com/katyperr
y Original Music, New Album One genre
* All competitors also up for
Best Album 2016
Beyonce Facebook.com/beyonce Original Music New Ablum Media Rumors
Taylor Swift
Facebook.com/taylorswi
ft Original Music, New Album Media Rumors

5. Social Media Objectives
In 2015, the primary focus of our social media strategy will be to support revenue goals by
continuing to gain followers, likes and views on all social media platforms.
Content created by HAUS of GAGA and by Lady Gaga herself will be shared. Full time social
media direct will respond as Gaga as well as specified times where Gaga drives her own
content.
Some specific objectives include:
1. Increase visitors to LadyGaga.com by releasing new music exclusively.
a. LadyGaga.com is only place to buy new album, Joanne.
b. Begin blog content to drive continued visits to LadyGaga.com
2. Increase Youtube Followers by posting live video content via Youtube and Vevo.
3. Encourage users to buy physical copy to increase sales.
LADY GAGA SOCIAL MEDIA STRATEGY 5
1. Increase Instagram presence
2. Live Q&A on Twitter once per week
3. Live Facebook and Youtube/Vevo videos from tour experience
4. Share older content to keep large fan base happy
5. Let Gaga be herself!

6. Online Brand Persona
Strong – Wild – Free – Unafraid –
Emotional – Dedicated- Happy

7. Strategies and Tool
• Paid: Boost Facebook page –
Repost live videos for those that
missed them – use Twitter Q&A to
further engage live with fans.
• Owned: Ladygaga.com –
Exclusive site for newly released
Lady Gaga music and
Merchandise. Use all social media
profiles to drive traffic to music,
merchandise and coming soon
exclusive content.
• Earned: Monitor fans and
followers mentions, retweets,
shares and get excited with them.
Engage in social media to keep
fan outreach reoccurring.

8. Timing and Key Dates
• Joanne, Album Release: October 21, 2016
• 1st Dive Bar Tour Date: October 5, 2016
• Anniversary of Bad Romance Release: October 26, 2016 – 7 year
• Next Music Video Release: November 4, 2016
• Election Day: November 8, 2016
• Thanksgiving: November 24, 2016
• Hanukkah: December 24, 2016
• Christmas: December 25, 2016

9. Social Media Roles and
Responsibilities
• Marketing Director – Robyn Bonfiglio
• Social Media Manager – Tyler Andrews
• Social Media Coordinator – Jerrica Phillips
• Supporting Social Media
Team Members
Haus Members: Jeremy Scott (social ads support) Amy Frees (customer
support - social media responder)

10. Social Media Policy
While we want to represent Lady Gaga fully, we must keep a social
media profile for all demographics.
• Do not post anything illegal, offensive, or that could be discriminatory to any.
• Be respectful to all
• Be the solution, not the problem
• Think – What would Gaga post?
• Never respond to rumors from media outlets unless approved by publicist
• Have FUN!

11. Critical Response Plan
• Scenario 1 - Inappropriate Post
Sent from @LadyGaga
Action Plan
1. When message is detected:
Take Screen shot then
immediately delete.
2. Forward to director, Robyn for
impact analytics.
3. If required, Robyn will create
follow up.
4. Notify publicist and take
further action with media.
Scenario 1 – Inaccurate Media Post
about Gage
Action Plan
1. When message is detected: Take
Screen shot then immediately forward to
Direct Robyn and Publicist.
2. Forward to director, Robyn for impact
analytics.
3. Search internet and media for source.
4. If required, Robyn will respond.
5. Alert Lady Gaga as soon as possible
to avoid unexpected media attention.
6. Formulate media response with
Publicist.