This document outlines Coldplay's social media strategy for 2017. The objectives are to increase ticket, album, and merchandise sales through more engaging social media use. A social media audit found Facebook and Instagram have higher engagement than Twitter. The strategy involves more frequent, relevant posting across platforms along with hashtag campaigns like #WearColdplay to boost sales. Progress will be measured quarterly including increased followers, engagement, and website traffic from social media.

1. Social Media Strategy
Nadine Oliva
October 2, 2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement and Reporting Results

3. Executive Summary
Our social media strategies for the upcoming year, 2017, will focus
on increasing Coldplay ticket sales, album sales and merchandise
sales on the official website by increasing Coldplay’s online following
as well as the engagement from followers. Our main strategies will
be to share more relevant content on Coldplay’s social media
networks and to encourage engagement and interactions from
followers.

4. d
Social Media Audit
The following audit includes an assessment of Coldplay’s social
networks, website traffic, audience demographics, and a competitor
analysis.
Social Media Assessment
Data as of September 28, 2016
Social Media
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/co
ldplay
17.6 million 10 posts per
week
4%
Facebook Facebook.co
m/coldplay
39.2 million 9 posts per
week
5%
Instagram Instagram.co
m/coldplay
4.8 million 7 posts per
week
Average like
per posts:
100,000
Assessment: Instagram and Facebook have a higher
engagement rate than Twitter.

5. Website Traffic Sources
Assessment
Monthly average; August 28th-September 28th
Source Volume Percentage
of Overall
Traffic
Conversion
Rate
Twitter 60,000
unique visits
10% 6%
Facebook 150,000
unique visits
40% 3%
Instagram NO DATA NO DATA NO DATA
Website traffic assessment: Facebook is the biggest driver of traffic to
Coldplay.com. Although there is no traffic data for Instagram, there are
thousands of interactions a day on the network.

6. Audience Demographic Assessment
Survey distributed in August/September via email to random Coldplay
newsletter recipients. 3,000 people surveyed.
Age
distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
50% 18-30 50% female 50%
Facebook
40%
Facebook
Looking for
tour dates and
announcemen
ts
Looking for
merchandis
e
30% 31-40 50% male 25% Twitter 30% Twitter
15% 41-55 25%
Instagram
30%
Instagram
5% 56-80
Audience Demographic Assessment: Facebook is the primary social media for
Coldplay fans surveyed, while Twitter and Instagram are used roughly the same
amount. The main need for those visiting is tour dates and announcement, while the
secondary need is merchandise.

7. Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
The Lumineers TW:
@thelumineers
Highly interactive
with followers,
posts per week is
significantly higher
than @coldplay’s,
uses hashtags
Not as many fans
as @coldplay
One Direction FB:
/onedirectionmusic
Frequently link
followers to
merchandise and
videos
Does not engage in
conversation with
followers
James Bay IG: jamesbaymusic Posts photos more
frequently, posts
photos taken by
fans
Less of a following
than Coldplay
Competitor Assessment: It is important for brands/entertainers to engage in conversation with
their followers on Twitter by replying to fans and using unique hashtags. Facebook can also be
important when encouraging the purchase of merchandise. These three competitors are strong
examples effective social media strategies.

8. Social Media Objectives
The main focus of our social media strategy plan is to increase Coldplay concert
ticket sales, album sales and merchandise sales through the official Coldplay
website by improving Coldplay’s social media networking methods. This
includes posting more relevant information more frequently and encouraging
conversation with and between followers.
Specific Objectives Include:
1. Increase amount of unique visitors on Coldplay.com from social media
networks by 50% in 6 months
a. Increase conversation between followers and @coldplay
b. Increase use of unique hashtags to promote engagements
c. Increase use of visual content
d. Use twitter ads
2. Increase Instagram followers to 10million in 6 months
a. Post more frequently
b. Post fan art/photos taken by fans

9. KPIs
• Amount of unique website visitors from Facebook, Twitter and
Instagram
• Number of Instagram Followers
• Amount of weekly posts posted on Twitter, Facebook, Instagram
Key Messages
• Coldplay is a world-renowned band that is worth seeing on tour
• Coldplay is a safe space for all fans

10. Online Brand Persona and Voice
Adjectives that describe Coldplay’s brand
• Fun
• Accepting
• Adventorous
• Relatable
When Interacting With Fans We Are:
• Friendly
• Funny
• Solution-oriented

11. Strategies and Tools
Paid:
• Every Thursday we boost our more popular Facebook posts. They must have a
minimum of 25,000 likes.
• Run a paid Twitter Ad for the A Head Full Of Dreams tour
Owned:
• Promote the #AHFODtour hashtag on all social media sites
• Introduce the #WearColdplay hashtag on all social media sites and via
newsletters to encourage followers to purchase merchandise
Earned:
• Monitor Twitter for mentions of the keywords: coldplay merchandise, #ahfodtour,
#wearcoldplay and provide 30% discounts on merchandise to several accounts
Approved Tools: Hootsuite, Buffer
Rejected Tools: N/A
Existing Subscriptions/Licenses: Youtube, Vimeo, Photoshop

12. Timing and Key Dates
Holiday Dates:
• Valentines Day
Internal Dates:
• February 2017, beginning of European tour
• April 2017, beginning of Asian tour
• June 2017, Glastonbury Festival
• September 2017, Global Citizen Festival
Reporting Dates
• Reporting will occur every 3 months

13. Social Media Roles and
Responsibilities
• Marketing Director: Nadine Oliva
• Social Media Manager: Laura Monroy
• Social Media Coordinator: Harry Tomlinson
• Other social media contributors: Chris Martin, Guy Berryman,
Will Champion, Johnny Buckland
Social Media Policy
At Coldplay HQ, we use our social media accounts to make
announcements, converse with our followers, encourage
conversation between our followers and post visuals and music. All of
our social media contributors are expected to show proper social
media etiquette and follow the following rules:
• Always be respectful
• Try to find solutions
• Answer all questions that you have answers to
• Do not start fights
• Do not badmouth competitors
Anyone who fails to follow these rules will be subject to termination

14. Critical Response Plan
Scenario 1: Canceled Show and/or Tour
Action plan
• Release statement providing the news and reason on Facebook,
Twitter and Instagram as well as via email
• Have social media manager (Laura Monroy) respond to questions
• Have social media manager (Laura Monroy) monitor keywords on
Twitter: coldplay canceled, coldplay upset, coldplay refund, to reply
to users
• Have members of the band tweet their personal apologies
Scenario 2: Inappropriate tweet from @Coldplay
Action plan
• When tweet is detected: screenshot it (cmnd+shift+3), and delete it
• Have social media manager (Laura Monroy) and Marketing
Director (Nadine Oliva) evaluate social media reach
• Laura Monroy has to develop follow-up tweet and Nadine Oliva
has to approve it
• If media has picked up the tweet, have Nadine Oliva make direct
contact
• Laura Monroy and Nadine Oliva must decide whether to corrective
action or termination is needed for the responsible employee

15. Measurement and Reporting
Quantitative KPIS: Reporting period every 3 months as of February
1, 2017
Website Traffic Sources Assessment: Monthly average, August
2016-December 2016
Source Volume Percentage
of Overall
Traffic
Conversion
Rate
Twitter 80,000
unique visits
15% 8%
Facebook 190,000
unique visits
55% 6%

16. Social Network Data
As of March 1, 2017
Social Media
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Twitter Twitter.com/col
dplay
19.8 million
+22% increase
15 posts per
week
5% increase
6%
Facebook Facebook.com
/coldplay
42.1 million
+24% increase
15 posts per
week
5% increase
7%
Instagram Instagram.com
/coldplay
6.8 million
+20% increase
9 posts per
week
4% increase
Average likes
per post:
150,000
• Instagram account gained about 2 million followers in 3 months and is on the
right path to reach 10 million followers in 6 months.

17. #WearColdplay Hashtag
Performance
• Between January 1, 2017 and March 1, 2017, #WearColdplay
was tweeted 30,000 times
• 10,000 Instagram posts were shared in the same amount of time
• Merchandise sales increased as a result
Proposed Action Items
• Continue the #WearColdplay campaign
• Create #Coldplay30Giveaway campaign to gift front row concert
tickets to 30 lucky social media users