2. Table of Contents
Executive Summary…… 3
Social Media Audit……4-‐‑6
Social Media Objectives……7
Online Brand Persona & Voice ……8
Strategies & Tools……9
Timing and Key Dates……10
Social Media Roles and Responsibilities……11
Social Media Policy……12
Critical Response Plan……13-‐‑14
Measurement and Reporting Results……15-‐‑16
3. Executive Summary
Our main goal is to increase Lady Gaga'ʹs exposure on all social media sites in
preparation for the release of her new album at the end of January.
The primary focus will be to increase our use of all social media platforms by
posting engaging and entertaining content to lure the audience.
Our two major strategies will be
1) Increase the amount of material we post to Instagram and Instagram story
2) Start a series of hashtag "ʺcontests"ʺ to win signed copies of the album. In
essence, increase the amount of people that see the content.
The primary focus will be to increase our goal of more album sales by posting
more engaging content to social media, more specifically Instagram.
4. Social Media Audit
Social Media Assessment
Social
Network URL
Follower
Count
Average
Weekly Activity
Average
Engagement
Rate
Facebook
www.facebo
ok.com/
ladygaga 61MI
6 Posts per
week 5%
Instagram
www.instagr
am.com/
ladygaga/ 18.8M
12 Posts per
week 3.50%
Twitter
twitter.com/
ladygaga 63.8M 8 Post per week 4%
At this time, the lowest involvement rate is on Instagram with the lowest
number of followers. There is a low amount of interaction that needs to be
improved.
5. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Facebook 6MI unique visits 10% 5%
Instagram 1MI unique visits 9% 2%
Twitter 8MI unique visits 12% 8%
At this time, Twiaer is the site that drives the most traffic to our
website. We clearly need to increase the conversion rate of
Instagram as that is the smallest conversion rate.
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
65% 18-30 60% Male 50% Twitter 45% Instagram
Listening to music that
fulfills the soul & gives
them something to dance
to.
Having fun with
friends.
25% 31-40 40% Female 25% Facebook 30% Twitter
5% 40-50 20% Instagram 10% Facebook
5% 50+
Audience Demographics Assessment
Many of LG'ʹs fans are in the 18-‐‑30 age group. Her many followers and
engagements are through Twiaer and Facebook. People follow her because they
love her music and dance. We need to focus on making Instagram more of a
priority.
6. Competitor Assessment
Competitor Name
Social Media Profile
Strengths
Weaknesses
Adele
twiaer.com/adele
Vocal range. Has a large
following on Facebook and
Instagram. She has good
content on IG that engages.
Does not sing and dance. Does
not have a strong Twiaer
presence.
Beyonce
twiaer.com/beyonce
Vocal range. Sings and
dances. "ʺBeeHive Fan Club"ʺ
Largest grossing female
artist. She has a huge IG
following and a website
with a lot of traffic.
Has a small social media
following and does not do
interviews with anyone.
P!nk
twiaer.com/p!nk
Sings and entertains.
Personable. Many
interviews. Very large
Twiaer following and IG.
Has not played the Super bowl
and has not released an album
in years. Has a low Facebook
following.
The above analysis is focused on three major women entertainers that could
constitute as her competitors. Many of these women have a huge social media
following yet not a lot of interaction with fans via social. Areas where we can
improve is allowing for us to communicate with fans via social. These
competitors have larger followings on Instagram.
7. Social Media Objectives
Overall Business Goal: The overall goal is to increase our following on Instagram to
gain a larger audience.
Social Media Objectives to Support Business Goals: In the next three months we
want to increase our followers on Instagram from 18MI to 20MI in preparation for
the release of "ʺJoanne"ʺ and spread awareness of the album. This is S.M.A.R.T.
because when we compare Lady Gaga’s following to that of Beyoncé, it is nothing.
We have an opportunity to capitalize on plenty of followers who just do not know
she has an IG.
KPI
Quantitative-‐‑ Increase the amount of people that enter in the #AuntJoanne contest
Qualitative-‐‑ Increase IG followers by 2MI in the next 3 months.
Key Messages:
• Live who you are
• Become who you want to be
8. Online Brand Persona & Voice
Adjectives That Describe Our Brand:
• Edgy
• Kind
• Accepting
• Friendly
• Shameless
• Confident
Examples of Brand Voice in Social Media
Interactions:
• Nice
• Loving
• Happy
• Up-‐‑to-‐‑date
• Confident
• Informative
9. Strategies & Tools
Strategies to Will Support Our Social Media Objectives
Paid:
1
Every Wedensday, reach out to a fellow artist for promo.
2
Reach out to media influencers
to host Lady Gaga.
Owned:
1
Introduce the contest to win a signed copy of "ʺJoanne"ʺ with
#AuntJoanne
2
Use this to get more people to come to the website and promote
the hashtag on Twiaer.
Earned:
1
Reach out to those who use the # multiple times on Instagram.
2
Partner with record labels to promote the album.
Tools
Approved
Hootsuite
Buffer
Rejected
N/A
Existing Subscriptions/Licenses:
YouTube
Vimeo
10. Timing and Key Dates
Key Dates
June 21-‐‑ National Music Day
March 28-‐‑ Lady Gaga'ʹs B-‐‑day
Internal Events-‐‑ N/A
Lead Times
We need 3 months in order to prepare for the release.
Reporting Dates
We will report every month to make sure we are on track.
This means we will analyze our finding every 30 days.
Since Lady Gaga is a huge celebrity, we believe we can
meet this goal.
11. Social Media Roles and Responsibilities
Social Media Director: Cole Kraft
Responsibilities: • Approve the budget
• Come up with brainstorming ideas
• Keep track of manager and coordinator
• Respond to emergency plan
Social Media Manager: Haley Schakel
Responsibilties:
• Make sure everything runs smoothly on
a day to day operation
• Come up with ideas and help create
• Implement action plan
Social Media Coordinator: Elyssa Kemper
Responsibilities:
• Post and help create
• Keep a detailed schedule of when and
what to post
• Respond to action plan incase of
emergency
12. Social Media Policy
1. Be nice to all fans-‐‑ this is so important because we represent Lady Gaga
2. Be accepting-‐‑ Lady Gaga gives love to all and we need to show that
through this business
3. Be excited for the winners and release of the album
4. Show fans that we are passionate about the work Lady Gaga creates
5. Always ask yourself "ʺWould Lady Gaga tweet this?"ʺ
Lady Gaga is a symbol of love and equality for many. She shares her thoughts of
acceptance and hope through what she posts and who she is. It is very
important that we show all of this through her social media, specifically her
Instagram. We need to respond to only positive comments to show her light and
keep up with her image.
13. Critical Response Plan
Critical Response Plan
Scenario One A song leaks
Action Steps Contact record label and do not post
Pre-approved Messaging N/A
Scenario Two Innapropriate post
Action Steps Screenshot post and delete immediately
Contact PR
Pre-approved Messaging
N/A- Try to ignore the situation until a PR
representative gives us the "okay."
14. Owner Name Telephone
Alt.
Telephone Email
Marketing Director Lisa Buyer 3748593837 9485738221lb@gmail.com
Social Media Director Cole Kraft 3747473837 2887446372
ck@gmail.co
m
Social Media
Manager Haley Schakel 9472947293 2948399929
hs@gmail.co
m
Social Media
Coordinator
Elyssa
Kemper 3756282948 3488439874
ek@gmail.co
m
PR Agency The Agency 3845783920 3920987654
ta@gmail.co
m
Contact Info
15. Measurement and Reporting Results
Quantitative KPIs: 3 months
Date as of January 1, 2016 (3 months later)
Social Network Data
Social
Network
URL
Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twiaer
/ladygaga
64.8MI
20 post per week
9%
Facebook
/ladygaga
62MI
7 posts per week
6%
Instagram
/ladygaga
20MI (2MI
growth)
8 posts per week
7%
Website Traffic Data
Source
Volume
% of Overall Traffic
Conversion Rate
Twiaer
1% growth
20 posts per week
2%
Facebook
2% growth
7 posts per week
3%
Instagram
5% growth
8 posts per week
4%
16. Results Assessment: We achieved our goal with an effective campaign and timely
posting. We grew our Instagram following which seemed to be an easy task. We
only needed to get her name out there. It is important to note that Twiaer is still the
leader and most effective way to reach her audience. The team has done a great job
with her #AuntJoanne contest which gifts fans with signed copies of the new CD.
Qualitative KPIs: Between September and January, we gained over 2MIl followers
on Instagram. The #AuntJoanne was tweeted 50k times a day from her old and new
fans. It was used on Instagram about 20k times per day which increased awareness.
Sentiment Analysis: We achieved great praise from social media networks for our
contest. We had many posts and trending topics about the new album. The only
negative feelings we had was that some people thought the contest was fake when it
was very much real.
Future actions: Keep with this same plan in order to keep increasing the amount of
followers that she has.
