Final Strategy Project for PUSM

Transcript

1. BETH Social Media Strategy
2. 2 Table of Contents Brand Identity Statement…………………………………………………………...3 Audience Analysis……..…………………………………………………………...4 Competitor Analysis…...…………………………………………………………...5 Goals…………………...…………………………………………………………...6 Sample Content………...…………………………………………………………...7 Evaluation………………………………………………………………………......8 Style Guide…………………………………………………………...,.....................9
3. Brand Identity Sharp. Funny. Ridiculous. These are three adjectives I would use to describe my student miniseries, BETH. Based off of Shakespeare’s play, Macbeth, the miniseries follows a college freshman named Beth as she navigates the complex social hierarchy that consumes her university’s Greek system. The series most closely resembles TV shows such as Riverdale and Pretty Little Liars with their outrageous plotlines and dramatic characters. 3
4. Audience Analysis Profile: • A college student at Pitt • Avid YouTube/social media consumer • Interested in drama and dark comedy Generation Z’ers, which make up most of the university population, have never known a world without social media. According to PostBeyond, they tend to use social media mainly for entertainment. This social media habit varies quite differently from that of Millennials, who are known for oversharing information on social media. 72% of Gen Z’ers also watch YouTube daily and have an average attention span of eight seconds. 4
5. Competitor Analysis Pitt After Dark ◉ UPTV show that focuses on horror Facebook ◉ 68 likes ◉ Low engagement rate YouTube ◉ 17 subscribers ◉ Low engagement rate 5
6. Goals • Obtain 200 followers on Facebook and Instagram, respectively • Retain engagement rate of at least 1% on Facebook • Retain engagement rate of at least 3% on Instagram • Reach an average of 50 views per episode The ultimate goal for this social media strategy campaign is to raise awareness and excitement for the series premiere as well as subsequent episodes. 6
7. Sample Content 7 Is Luke having second thoughts about murdering Reagan?
8. Evaluation My quantitative goals are set in such a way so that an objective analysis of the campaign’s success can be made. Using Sprout Social and YouTube analytics will help me monitor the campaign and determine whether any fixes or changes need to be made. Using these tools will give me a statistically-based evaluation of how my social media campaign is going. They will also allow me to view comments and messages in one, central place so that evaluating my campaign from a subjective campaign also becomes much easier. 8
9. Style Guide Active Accounts Facebook: www.facebook.com/bethminiser ies Instagram: www.instagram.com/bethminise ries YouTube: www.youtube.com/bethminiseri es Voice Crazy. Irreverent. Bold. We are a series lead by a power-hungry sorority girl who murders innocent people for personal gain after all. This should be reflected in any comment or post we publish. Tone Biting. Supreme customer service skills are not a thing here. Partly because they aren’t necessary, and partly because that just doesn’t fit with our image. Sassy responses to comments are accepted. Dark and dry humor is encouraged. 9