The document describes plans to open a café called Bakgårds that will host intimate concerts on weekends. It will serve coffee and lunch and sell tickets to the concerts. While searching for a venue, the owner will document the idea on a blog to gauge interest. Their sister is a musician who may help connect them to other artists. The second document outlines a social media strategy to promote Bakgårds, including creating profiles, posting engaging content regularly, and encouraging conversations to build an audience and increase event attendance. Objectives include gaining followers and visitors with a friendly, positive online presence. Progress will be measured through analytics and reported quarterly to refine the strategy.

2. A BRIEF OVERVIEW
OF BAKGÅRDS1
1 Bakgårds translates (roughly) to ‘the
Back Alley’
Bakgårds will one day (in the future)
be a café with a backyard where
intimate concerts of
indie/pop/acoustic/folk music will be
held. The café will specialize on coffee
but will also serve lunch from 11:00-
15:00. At night-time alcohol will be
served and tickets for concerts will be
50-100 or 100-130NOK. The first time
around concerts will fall on weekends.
Until I get my hands on a venue, I have
decided on doing this on the side with
a blog to document it all (it will help
to see how successful this idea would
be if I put it into practice). My sister is
a musician and lets me plan her
concerts—perhaps I can get a hold of
other musicians through her.

3. TABLE of CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and
Voice
5. Social Media Tools
6. Timing and Key Dates
7. Social Media Roles and
Responsibilities
8. Social Media Behavior
Guide
9. Measurement and
Reporting Results

4. EXECUTIVE SUMMARY
The number one social media
priority is to create an online
platform: a home page with social
media tools that will drive traffic to
my website. The primary focus will
be to share more engaging, relevant
content to build relationships with
my audience, but also to focus on
creating an online atmosphere that
will make the audience want to buy
my product [read: buy tickets to
concerts].
Three major social media strategies
will support this objective:
1. An organized and well planed
editorial calendar
2. Published content that provides
an online experience for our
audience
3. Take part in and encourage
conversations and
discoverability of content.

5. SOCIAL MEDIA AUDIT
There is no data to collect.
Competitor Assessment:
I have looked into my
competitors: there are no
business quite like the kind I want
to start—in other words: I will not
have any major competitors as of
this moment.
They each have a website, some
have a Facebook page as well, but
they are not posting any content
nor engaging on social media.
Target Audience:
18-35 year olds interested in
music, events in Oslo, looking for
places to meet friends and hang
out

6. SOCIAL MEDIA
OBJECTIVES
The first step will be to create an
online platform (a homepage and
SoMe profiles). The primary focus will
be to gain followers and take part in a
larger conversation.
To make this happen: I need to post
relevant, consistent, and engaging
content to engage with my audience—
all in an attempt to build relationships
with the audience/costumers.
Some Specific Objectives Include:
1. 10 new followers a week on SoMe
profiles
2. An increase of unique visitors to
website
3. To increase the attendance
number by 10% for each new
event

7. SOCIAL MEDIA
OBJECTIVES
continued
KPIs:
• The attendance-number of events.
• Number of unique visitors to the
website from Facebook and
Twitter
• Number of followers on each
SoMe platform
• How frequently others talk about
my brand
Key Messages:
• An intimate LIVE music experience to
share with your closest friends

8. ONLINE BRAND
PERSONA & VOICE
Adjectives that describe my brand:
• Intimate/Personal
• Positive
• Happy
• Friendly
• Warm
When interacting w/costumers I am:
• Friendly
• Encouraging
• Authentic
• Solution-oriented

9. SOCIAL MEDIA TOOL
• Website: www.BAKGAARDS.no
• Unsure if it should be in English or
Norwegian
• Facebook
• Use it as a Page/place where people
can check in and post on my page
(not excluding myself publishing
content)
• Instagram/Pinterest
• To give a peek into what daily life
looks like for one who works at
Bakgårds
• Twitter
• Twitter is not very popular in
Norway, but it could be a smart
choice to add it to the list
• Meerkat/Periscope (depending on
which app ends up being more
popular)
• To be used during events,
preparations, interviews with artists,
talking to people standing in
line/waiting for the show to start
• YouTube
• For weekly (or every 2nd week) vlogs
with the same content as
Meerkat/Periscope but organized
and planned out
Hashtags:
#Bakgaardsmusikk as general hashtag,
but also come up with individual hashtags
for artists/events

10. TIMING AND KEY
DATES
Holiday Events:
• Valentine’s Day
• Fastelavn
• Easter
• 17th of May
• St. Hans Aften
• Advent
• Christmas
• Lille julaften, Julaften,
• New Years Eve
Reporting Dates:
• Reporting should occur quarterly:
the 1st of February, May, August,
and November
• The Social Media Strategy will be
edited depending on new data

11. SOCIAL MEDIA ROLES
& RESPONSEBILITIES
Social Media Manager
• Christina Roise
Social Media Coordinator
• Christina Roise
Supporting Social Media Team
Members:
• As of right now: no members
• Could change in the future

12. SOCIAL MEDIA
BEHAVIOR GUIDE
• Be respectful
• Always be polite, never rude or
insensitive
• Be nice, especially to strangers
• Be helpful
• Do NOT start
arguments/discussions
• Use common sense

13. MEASUREMENT AND
REPORTING
This will be filled out after first
reporting takes place. All data
collected on website traffic, social
network data, and hashtag
performance will be noted here.
Proposed Action Items will be listed, as
well as new KPIs.
The Social Media Strategy will change
according to on new data