Post on 14-Apr-2017
Simarpreet Walia | Kevin Brown | Kiana Luke Hannah Cruver | Cooper Cutler | Yam Yeung
Table of Contents
Surge - Kiana(Executive Summary)
Brief Overview - Kiana
Mission Statement - Kiana
Social Media Presence - Simar
SWOT Analysis - Hannah
Goals - Hannah
People - Cooper
Content - Cooper
Platforms/Tools - Simar
Planning - Kevin
Analyzing - Kevin
Manage - Tony
Surge Intro• The Surge Dance Center is well liked and known through the Pierce and King county
community, but lacks in their online presence
• Facebook, Instagram, Twitter, YouTube, and website
• Determined their strengths, weaknesses, opportunities, and threats
• Research to increase traffic for their social media sites
• To continue to grow as a business we believe it is important to have success on each of their social media platforms
Brief Overview• Located in Lake Tapps, WA
• Owned by Joe and Annalise Espinosa
• Offer classes in jazz, tap, ballet, lyrical, hip hop, tumbling, musical theater, and
stretch and strengthening
• Voltage Competition team
Mission Statement
“The Surge Dance Center aims to provide dance lovers professionals and positive dance training in order to to exert their full potential”
Social Media Presence • Facebook: 1300+ likes with 1100+ people geotagging the studio locations
• Instagram: 1100+ followers
o 500+ posts but inconsistent posting schedule
Image Credit: https://socialmediaclub.org/wp-content/uploads/2016/04/Social-Media-Graphic.jpg
Social Media Presence • Website: Fully functional showing current events, and updated content
• Youtube: Each video averages 1000+ views
• Twitter: smallest following with only 97 followers and little to no interaction
SWOT Analysis
Strengths
• Easy to use
• Cost efficient
• Ability to reach a large market
• Ability to communicate with audience & aspiring students
• Expands network of students
• Sharing of photos and videos
Weaknesses
• Requires constant upkeep
• Website functionality
• Amount of followers
• Unequal updates on each platform
• Twitter does not come up on Google search
• Few likes/shares
SWOT AnalysisOpportunities
• Expanding followers
• Self promotion
• Ability to see competition
• Quick updates/response from followers
• Ability to network with potential teachers
• Expand to danvers across the state
Threats
• Local competition also on social media
• Public information available to competitors
• Possibility of spam
• Others have access to post negative remarks
• High competition
Goals• Develop a social media presence across YouTube and Instagram with 2000 followers
on each platform by July 2017
o Post regular updates
o Update company website with all social media links
o Ask for feedback from audience
• Increase likes, comments and followers on YouTube and Instagram by 50% by July 2017
o Create a unique Hashtag for Surge
o Create more engaging content
o Actively respond to users
Goals
• Increase the audience on The Surge Dance Center’s YouTube web series “Surge TV” up to 1500 viewers by the end of season 3.
o Create a schedule for the “Surge TV” so that users can follow the show.
o Make the YouTube channel more engaging to YouTube users allowing them to leave feedback, join contests and vote on most liked dancers
People
• Men, Women & Children
• Personas
• Greater Tacoma Area
• Age 3-49
Target Group
People
Target Group Needs
• Youtube, Facebook & Instagram
• Promotions
• Moniter
• Feedback
Resources
• Surge Staff
• New Hire
• Outsourcing
Content
Youtube
• Dance tutorials
• Routines
• Shows/Events
• Sneak Peaks
• Clips
• Team/Member photos
• Advertising Events
Tools/Platforms • Two main tools YouTube and Instagram managed by Social Media employee
• YouTube - Best video sharing platform to reach millennial audience
• Surge TV - Weekly YouTube dance series to increase brand awareness
• Instagram - Leverage current audience to cross promote other social media platforms
o Short videos about current events and photos to increase interaction
Image credit: http://www.ignitesocialmedia.com/wp-content/uploads/2016/04/social-media-tools-11-300x300.jpg
Planning
1. Create budget for Instagram and YouTube2. Hire intern/entry level position to manage social
media (administrative position)3. Research and analyze target groups and
audience on both platforms4. Create schedule for content postings5. Create/post videos, pictures, etc.6. Monitor engagement (progress, reply to users,
create hashtag, etc)
One Full time Employee• $15.00 Per Hour• $31,200 Per Year• $1,000 For Equipment (Video camera, Camera, Laptop) • Unknown Cost for advertising
Roles: ➔ Content Collection➔ Technical Support ➔ Content Developer ➔ Communications Director ➔ Advertising
Budget and players/roles Brief Project Plan:
AnalyzingGoal 1: Develop a social media presence across YouTube and Instagram with 2000 followers on each platform by July 2017. - # of followers our social media attains
for each social network.
Goal 2: Increase likes, comments and followers on Youtube and Instagram by 50% by July 2017.- # of likes, comments, and followers
we’re able to get by July 2017 in comparison to Surge’s current number of engagement on Youtube and Instagram.
Goal 3: Increase the audience on The Surge Dance Center’s Youtube web series “Surge TV” up to 1500 viewers by the end of season 3. - # of views on video, likes and dislikes
on video, comments, and subscribers to channel.
Key Performance Indicators
Analyzing
Generate Traffic
➔ Third-party marketing agency for ad space on Instagram and Youtube.
➔ Create an ad campaign that will push users to both social network platforms.
➔ “Challenge”, Surge could offer free dance lessons to a participant in the challenge. The challenge would require users to engage with posts, share posts, like, and comment on the challenge which will generate traffic and increase Surge’s reach.
ManageWe use AgoraPulse to monitor Surge social media
• Link up all the social media account in one software
• Weekly report
• Schedule post
• Cost $49 per month
ManageWe use Google Analytics to manage social media
• Monitor website traffic
• Revenue that ads on the website bring in
• Analytic report
• Able to identify which link visitor click most
• Free of charge !
Our Next Step• Maintain and Grow the social media networks
o Updating content weekly (Promotions, Contests)
o Video content will be uploaded on YouTube
• Video Content is about:
o Behind the scenes
o Conversations with the instructor giving extra tips to improve.
Thank You!