Social Media Audit International Media Concierge

Transcription

1 Social Media Audit International Media Concierge Prepared for: Ms. Kimberly Huggins Prepared by: Mariah Cater, Social Media Manager Intern January 30, 2014 Mariah D. Cater

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3 Table of Contents Introduction 2 Discovery 3 S.W.O.T. Analysis 4 Audience Analysis 5 Audience Analysis cont. 6 Social Media Objectives 7 Recommendation of Tools & Tactics 8 Recommendation of Tools & Tactics 9 Metrics 10 Metrics 11 Social Media Audit 1

4 Introduction International Media Concierge (IMC) is an international company that shares opportunities with independent artist in order for them to advance and receive exposure in the film industry. IMC is where connections are made in order for project needs to be met. Fully aware of the global completion in the filmmaking and television realm, IMC is determined to position itself in a way that allows it to stand out in order to be a key source for independent artist. Social Media Audit 2

5 Discovery Needs, Concerns & Definition of Problem IMC is concerned with marketing to their target audience in order to gain exposure so that they attract interest and support from those in the independent film industry. In conjunction with focusing on their target audience, IMC wants to gain relationships with other key industry professionals, companies and organizations. Business Goals 1. To increase current audience within the next six months 2. To gain relationships with industry professionals, companies and organizations Success Criteria Measure the growth of the business goals. Communications Audit IMC currently has three social media communication tools, Facebook, Twitter and Google+. Facebook Likes: 65 Posts: 1 per day Twitter Followers: 1 No activity Google+ Circles: 2 No activity Social Media Audit 3

6 S.W.O.T. Analysis Strengths Offers exposure to artist Global relationships Weaknesses Social media presence isn t strong No engagement strategy w/target audience Opportunities Partnerships/Sponsorships Growth & expansion Threats Social Media Audit 4

7 Audience Analysis Demographics Ethnicity: Varies Gender: Male & Female Age: (55) Education: High School Diploma, Some College Average Income: $25K - $70K Area of Work: Filmmakers, Producers, Writers Audience Persona & Character Profile Well versed in world issues Global Thinker Innovator Creative Edgy Artistic Self-Sufficient Technological savvy Motivated individuals Hard working Social Media Audit 5

8 Audience Analysis Social Technographics Profile (A way to group people based on their activity in which they participate with social media) 1. Creators Represents 23% of online audience in the U.S, 14% in Europe and 64% in South Korea Online consumers who publish a blog or article online, maintain a Web page, or upload video or audio to sites 2. Conversationalist Represents 31% of online population in both the United States and in Europe Participate in back-and-forth dialogue 3. Critics 1:3 American adults is a critic, 1:5 European adults is a critic, and 45% of Japan s online population React to other content online, posting comments on blogs or online forums, posting reviews, or editing wikis Audience Action Goals (What does the company want them to do?) Engage with IMC Create Communicate with IMC Converse Communicate for IMC - Advocate Communicate about IMC - Gain Awareness Social Media Audit 6

9 Social Media Objectives Business Goals 1. To increase its current audience within the next six months 2. To gain relationships with industry professionals, companies and organizations Key Social Media Objectives & Supporting Objectives 1. Listening To those who are active in the community of independent filmmakers To similar companies and organizations To independent artist in order to better understand their needs and wants 2. Talking To target audiences Definition of Key Strategy International Media Concierge is pursuing a conversational strategy on social media to achieve business goals of increasing the current audience and gaining relationships with industry professionals, companies and organizations by developing tools and tactics that allows us to listen to its target demographic audience. Social Media Audit 7

10 Recommendation of Tools & Tactics Week 1 Facebook Current Facebook post are good but some are irrelevant in trying to engage artist. By focusing post on information that intrigue and give insight to artist, one will be able to join the conversation and ultimately gain a following. Maintain current talking titles, i.e. Media Masters Monday s, Industry Insights, Project Pro s, Funding Facts Friday, Technique Tuesday s etc. Put description on Facebook About section Post One post per day Should be of relevance to film making or television production How To Tips Information on trips and what IMC can do for artist Spotlight Artist Profile Twitter Twitter is used as a conversational platform for IMC to hone in current conversations taking place. IMC can communicate and spread knowledge of their services in order to gain followers and traffic to their website. Week one should have three to four posts throughout the week about the company, its services, and what we bring to the industry. Also, the week should consist of following companies and leading industry professionals that share similar interests. State what those personalized services are in bio Engage with the community of industry professionals in film and television Listen to target audience Research use of hashtags (#) in the community Social Media Audit 8

11 Recommendation of Tools & Tactics Week 1 Google+ Google+ connects you with customers, whether they re looking for you on Search, Maps, Google+ or mobile devices. In addition, IMC can utilize this platform to interact with professionals and marketing partners to develop relationships. IMC can post videos of artist, share information on funding and create a professional environment that is inviting and welcoming. Google Hangouts can be used to communicate with groups through live video calls, chat, phone calls, and live-stream (stream a conference keynote, host a worldwide concert or moderate a panel discussion with international experts). Week one should consist of interacting with professionals and posting information about the company. It is to be as informative as possible so that future partners and clients are aware of what we have to offer as a company and how it can benefit them in the long run. Platform to: Showcase talent The company Interact with artist on a professional matter Social Media Audit 9

12 Metrics If the tools and tactics are used as recommended, International Media Concierge should see success in the growth of the business, which will boost involvement amongst its target audience. The success will be measured by the following: Facebook, Twitter and Google+ Increase in numbers Likes Followers Re-Tweets Increase in rate of conversation Facebook Facebook Analytics Likes gain and losses; where on Facebook the likes are coming from Reach the amount of content that is being spread Visits where on the internet people are coming from and where they/ re looking once they get on the page Posts understanding how people are responding to your posts so that you can create content that the audience cares about People demographics on who likes, comments and shares your posts Social Media Audit 10

13 Metrics Twitter Socialbro.com Browse your community Best time to tweet Audience insights Twitter dashboard Analyze competitors Identify influencers in your community Twitter DM campaigns Track Interactions Foller.me Information on similar twitter pages (topics, hashtags and mentions) Google+ Google Dashboard Update business information Monitor Google+ notifications View top searches for your business on Google View social insights to track the success of Google+ posts Social Media Audit 11