John Mayer aims to grow his online following in 2016 by sharing more intimate, revealing content on social media to engage fans. His strategy includes increasing social media post volumes by 40% over six months and driving more traffic to his website, specifically by boosting unique visitors from social platforms by 20% in five months through expanded use of hashtags. Key roles in executing his plan include a social media manager and coordinator.

1. John Mayer
Social Media Strategy
http://www.slideshare.net/madisonwatt
www.slideshare.net/madisonwatt

2. Executive Summary
His major social media priority for 2016 will be growing his online following and
community.
The primary focus will be to drive more traffic to his website by sharing more
engaging, revealing content about his life that will allow him to build stronger
relationships with his fans.
Two major social strategies will support this objective:
1. A plan to increase the volume of content he publishes to his social profiles.
2. Allow fans to relate to him personally through more intimate posts.

3. Social Media Audit
The following is an audit of John Mayer’s social media presence to date. It
includes an assessment of all social networks, web traffic, audience
demographics, and a competitor analysis.
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/@
JohnMayer
773,000 3 posts per week 2.3%
Facebook facebook.com/John
Mayer
6,875,219 2 posts per week 1.5%
Instagram instagram.com/@
johnmayer
1,400,000 2 posts per week 2%
LinkedIn N/A N/A N/A N/A

4. Social Media Assessment & Website Traffic Sources
Assessment
At present time, the highest number of interactions per post occurs on Twitter. No
interactions occur on LinkedIn.
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 4,000 unique visits 50% 5.8%
Facebook 200 unique visits 0.5% .02%
LinkedIn NO DATA NO DATA NO DATA
Instagram 3,000 unique visits 30% 2.8%

5. Social Media Objectives
In 2016, the primary focus of John Mayer’s social media strategy will be to drive
more traffic to his website from his social channels. In order to do so, his social
media priorities will be growing an online following and community by sharing
more personal, revealing content and building stronger relationships with his fans.
Specific Objectives:
1. Increase unique visitors from social properties to website by 20% in 5 months
via increased use of brand hashtags across all social platforms.
2. Increase posts across all social media platforms by 40% in 6 months.

6. Online Brand Persona and Voice
Adjective that describe his brand:
Melodic
Bold
Soothing
Truthful
When interacting with fans he is:
Personable
Captivating

7. Timing and Key Dates
Holiday Dates:
Valentine’s Day
Victoria Day (Long Weekend)
Labour Day (Long Weekend)
Internal Events:
Dead & Company Summer Tour - June 10, 16, 17, 20, 21,23, 25, 26, 28 and
July 2, 3, 7, 9, 10, 13, 15, 16, etc.

8. Social Media Roles and Responsibilities
Senior Marketing Manager - James Cress
Social Media Manager - Abigail Foss
Social Media Coordinator - Dana Richards
Supporting Social Media Team Members:
Brian Patrick (digital design team member
for his website)
http://johnmayer.com
“I remember playing the guitar through the
amplifier facing out the window of my house
onto the street in the summer time - that was
social media in 1992.”
- John Mayer

9. Social Media Policy
As a public figure and superstar musician, John Mayer is expected to demonstrate
best practices and a sense of etiquette in his use of social media by following
some simple guidelines:
Be respectful to all
Stay out of trouble (don’t start a fight or post something that is illegal)
Be the solution, not the problem
Be nice and welcoming to strangers and fans
Spread the word to his multiple social media networks about upcoming gigs or
worldwide tours

10. Critical Response Plan
Scenario 1 - Inappropriate Tweet sent from @JohnMayer
1. When Tweet is detected immediately delete Tweet and alert Abigail Foss
(Social Media Manager). If Abigail unavailable, alert James Cress (Senior
Marketing Manager).
2. Abigail to sync with James to discuss impact and reach, and evaluate further
action.
3. Abigail to develop appropriate follow up Tweet, James to approve.
4. If media has picked up the Tweet, James to manage all direct contact.

11. Measurement and Reporting Results
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2016 to January 2016
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 4,100 unique visits +10%
growth
75% 12.8%
Facebook 210 unique visits
+ 5% growth
3% .02%
LinkedIn N/A N/A N/A

12. Measurement and Reporting Results cont.
Social Network Data
Timeframe: as of February 1, 2016
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter @John Mayer 800,000
+ 27% growth
9 posts per week
+ 6% increase
8%
Facebook John Mayer 6,900,000
+ 24% growth
4 posts per week
+ 2% increase
6%
Instagram @johnmayer 1,400,100
+ 14% growth
5 posts per week
+ 3% increase
7%
LinkedIn N/A N/A N/A N/A