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Mother Plug Music Social Media Campaign 2013-2014


2 Table of Contents: Executive Summary……………………………………………………………………................................3 Situational Analysis……………………………………………………………………................................4 Overview………………………………………………………………………………………………………..4 Target Market…………………………………………………………………………………………………...5 Target Market Data………………………………………………………………………………………………5

Competition………………………………………………………………………………………………….7 SWOT Analysis……………………………………………………………………………………………...8 Strengths………………………………………………………………………………………………………..8 Weaknesses……………………………………………………………………………………………………..9 Opportunities………………………………………………………………………………................................9 Threats………………………………………………………………………………........................................9

Goals and Objectives…………………………………………………………………..................................9 Strategies…………………………………………………………………...................................................10 Spotify…………………………………………………………………...........................................................10 Spotify Strategies…………………………………………………………………...............................10 Tactics Summary…………………………………………………………………...............................11 YouTube…………………………………………………………………........................................................11 YouTube Strategies………………………………………………………………................................12 Tactics Summary………………………………………………………………...................................13

Mobile Site……………………………………………………………….....................................................14 Evaluation………………………………………………………………......................................................16 Conclusion……………………………………………………………….....................................................17 References………………………………………………………………......................................................19 Appendix………………………………………………………………........................................................20 Target Market Data………………………………………………………..........................................................20 Survey Data………………………………………………………………........................................................22 Mobile Site……………………………………………………………….........................................................27


3 Executive Summary Mother Plug Music (MPM) is a brand that was created in 2012 whose sole purpose is to promote local and national artists of all genres. Though they are a fairly new brand, they have faced many issues over the past year or so. One major problem that Mother Plug Music is currently dealing with is that there is only a small amount of traffic being driven to the MPM website. Although Athens, GA is considered a popular music town, MPM has not created enough awareness about the benefits Mother Plug Music’s site has to offer to consumers. The social media campaign we have developed present Mother Plug Music with strategies and tactics that are designed to achieve the organization’s main goal—to increase brand awareness. We have compiled and analyzed both primary and secondary research to define the most effective ways to do this. By engaging the target market through social media platforms like Spotify and YouTube, the social media campaign we created will use popular outlets that will hopefully increase the Mother Plug Music website’s click through rates. In addition, a mobile site that mirrors the Mother Plug Music website will be developed. This will allow the brand to acquire more geographic mobility. The target market will now be able to interact with the brand and the bands that it promotes no matter where they are- making it more convenient to access the site and in turn driving more traffic to www.motherplugmusic.com


4 Situation Analysis Overview What is Mother Plug Music exactly? Essentially, Mother Plug Music (MPM) is a brand that consists of a website that promotes “music worth hearing” on various digital platforms. More specifically, everyday Mother Plug Music embeds a new song on the company website/blog (using SoundCloud) along with album art and a short description of the musician. The chosen artists Mother Plug Music promotes cross all genres and musical tastes in attempts to position the brand as music lovers’ favorite source of new artists and songs. Though, Mother Plug Music already has somewhat established a prescience on social media, MPM is always looking for new ways to utilize online networking to accomplish their overall objectives and goals. Mother Plug Music has a Facebook page (www.facebook.com/motherplugmusic), a Facebook profile (https://www.facebook.com/alex.holzworth.9?fref=ts&ref=br_tf), a SoundCloud profile (https://soundcloud.com/mother-plug-music) and a Twitter profile (https://twitter.com/MotherPlugMusic) that are all updated daily. Facebook and Twitter feature Today’s #MusicWorthHearing, a small blurb about the artist featured on the main website as well as a link to Mother Plug Music website’s daily post about the artist. The band is liked, followed and retweeted on Facebook, SoundCloud and Twitter by MPM as well as tagged in the Facebook post. Then the post from the MPM Facebook page is also posted on the band’s website. These posts inform the reader if the band is playing at any Athens venues in the near future as well as briefly describe the artist’s sound. Mother Plug Music also tags the artist in a tweet that includes a link to the post featuring the artist


5 on the Mother Plug Music website. Finally, Mother Plug Music retweets at least nine people who have already tweeted about the featured artist on order to provide third party organic word of mouth Twitter endorsements for the featured artist. This helps ensure that our audiences view Mother Plug Music as a credible resource to find great music. Target Market The audience mentioned above includes the target market for our social media campaign, 18-35 year olds residing in Athens, Georgia. This demographic tends to be trendy and “in the loop� with what is going on locally. These people keep up with the local, national, and even international music scene. They hold strong opinions on whether music is good or bad, and use music in their daily lives. They are frequent concertgoers; they talk, live, and breathe music. Above all they are open to any new music worth hearing. When it comes to digital devices that cater to these music fanatics, they tend to look for media that gives information about the band, music samples, pictures and tour dates. Mother Plug’s competition in this market includes blogs like Last.fm, Pitchfork and Flagpole. These young adults want information that is quickly and easily accessible, because they live past-paced lives and are constantly on the move. They also like social capabilities such as sharing on Facebook or tweeting at their friends. Target Market Data Data from May 2013 shows that 89 percent of online adults 18-29 use social networking (Brenner, 2013). The combination of higher education and lower income results in slightly more social network use. The top three social networking sites for arts


6 organizations are Facebook (99 percent), Twitter (74 percent), and YouTube (67 percent) (Thomson, Purcell, Rainie, 2013). In December 2012, 71 percent of online adults used video sharing sites like YouTube and Vimeo (Pew Internet, 2013). In addition, it was discovered in a fall 2012 nationwide survey of adults who attend rock performances once a month that 18-24 year olds were 16.6 percent of attendees and 25-34 year olds were 38.6 percent. 41.8 percent of attendees were from the southern United States, where Athens, Georgia is located. Those who attended rock performances once a month had heavy Internet usage (Mediamark, 2012) The median age of downtown Athens residents is 26.5, placing it right in the center of our target age range. Roughly 36 percent of the population is between the ages of 21 and 34. Fifty five percent of households downtown have a yearly income below $25,000 with the majority housing just one to two people and no children (The Nielsen Company, 2013). Most Athens residents can’t afford high-cost forms of entertainment, but without children they have both the disposable income and free time to enjoy shows at local music venues. Because of its proximity to the University of Georgia campus, many Athens residents have graduated or are currently enrolled in college. We conducted our own survey of 18-35 year olds living in Athens. Forty-nine percent of those surveyed had been to one or two music venues in the last month. Twenty eight percent visited three to four venues, and seven percent had gone to more than five. Only 16 percent of those surveyed had not been to a single music venue in the last month (see Figure 9 in the Appendix).


7 Our target demographic is highly active in the live music scene. Sixty percent of participants chose the Georgia Theatre as their favorite music venue in Athens. Twenty percent chose the 40 Watt, while Hendershot’s and Caledonia Lounge had two percent and five percent respectively. For this reason we chose to feature the Georgia Theatre and the 40 Watt on our mobile website’s show calendar. Though we feel our extensive research regarding the music industry, social networking sites and most importantly our target market will guarantee our social media campaign is a success, it is still important to analyze the environment Mother Plug Music is working in. Competition A big part of the setting surrounding the expansion of Mother Plug Music is the brand’s competition. These competitors include Flagpole, Pitchfork, Last.fm, Bandcamp as well as any other companies dedicated to spreading the word about local and national up and coming talent of all genres. Pitchfork features news, reviews and more on their main website that links to their Twitter, Tumblr, Facebook, YouTube, Instagram and Spotify channels. This makes them an especially formidable opponent because they are utilizing some of the same social media networks as MPM. In addition, Last.fm and Bandcamp are both sites where artists can directly upload their music as well as create profiles for their band or artist name. Though many of potential MPM users are drawn to sites like these when attempting to find new music, MPM offers a slightly different service. Instead of learning about the artist directly from the source, MPM provides third party feedback on the music making Mother Plug Music fairly competitive. Finally, MPM music consider Flagpole magazine, a well-established publication and website that informs users of up and coming artists and events their most threatening


8 opposition. While it is possible for MPM to overcome the competition if the brand is able to find its own audience along with the right social media to capture their attention, completing this process will not be an easy feat. Flagpole is an online and offline magazine that has 20 years more experience than Mother Plug Music. Not only does it have a much larger following than Mother Plug Music, it also has a broader reach when it comes to social media presence. Some things Mother Plug Music and Flagpole have in common (field levelers) are that both the services are free and accessible. Also, though Flagpole’s variety of coverage when it comes to art and culture may be viewed a positive characteristic by many, there are drawbacks to creating a broad scope of content such as music, art, theater, movies, books, food, drink politics, government, people, comments, advice and the town even schedule. This is one of Mother Plug Music’s key advantages over Flagpole. Mother Plug Music is solely focused on the music and therefore can serve perhaps a more personalized, dedicated and passionate audience. Another advantage Mother Plug Music has is that it does not solely focus on Athens, GA bands. While it does hone in on smaller, more localized bands, Mother Plug Music plans to dip its toe in other diverse, collegiate music scenes such as Birmingham, AL; Oxford, MI; and Nashville, TN. Mother Plug Music prides itself on its niche segment in the market and plans to dive further into this segment while also broadening its target audience with different styles of music that listeners find is worth hearing. SWOT Analysis Strengths •

Dedicated and creative staff.


9 •

Delivers fresh, quality content (music worth hearing) that appeals to the target markets.

Compelling and cohesive owned media.

Weaknesses •

Small staff with large workload.

Low brand awareness.

Poor search engine optimization

Opportunities •

Target market appreciates concise, aesthetically clean websites.

Because Mother Plug Music crosses many genres, its appeal is constantly expanding.

Social media sites like Spotify and YouTube make sounds easily shareable.

Most of our surveyed target market had been to at least one music performance in the last month.

Threats •

Mother Plug has some well-established indirect competitors such as Flagpole and Pitchfork.

36 percent of survey participants find out about local shows through friends, while only 17 percent find out through social media (Facebook).

Goals and Objectives With that said, the goals of our campaign are to 1. Bring higher awareness to the Mother Plug Music brand and to 2. Drive traffic to www.motherplugmusic.com. We plan


10 to do this through the creation and strategic management of a Mother Plug Music’s own YouTube and Spotify channel. Our objectives are: •

To increase awareness among 18-35 year olds in Athens.

To increase followers to 400-500 across chosen social media outlets (Facebook, Twitter, Spotify, and YouTube).

To streamline all social media sites.

To average 50 visits per day to motherplugmusic.com.

Strategies Spotify Spotify is a commercial music streaming service that allows users to create their own channels, as well as compile songs that fit into certain genres. Therefore, there are individual stations that conform to specific musical topics as well as playlists created by users and are believed by the creator to be worthy of others' attention. Spotify Strategy By building a Mother Plug Music Spotify station, MPM will be given the opportunity to provide its consumers with a platform to listen to a set playlist. This gives the company more power over what those who listen to the station hear. MPM chooses the music that will be a part of the station and consequently the brand will include those bands that the website discusses and promotes. This is how the Spotify channel connects to MPM and will to drive more traffic to the MPM website. Over time, as the station grows and acquires an increased amount listeners, more refined playlists that belong to


11 the station will develop. It will help the fulfillment of the brand, as well as round out the different audiences and attract a larger consumer base. The promotion of the Spotify social media platform will be a part of the other platforms that Mother plug uses. It will be highlighted on the Facebook page, as well as directly associated with the YouTube station. It will also be embedded onto the MPM website. This means that if someone goes on one of the social media platforms, they will be directed to the others. In the end, the directing of audiences will lead more attention to the website. Tactics Summary •

MPM will create a playlist for each band we post about (including our personal favorite songs the band recorded) and share them on Facebook and Twitter including a link to our post featuring the artist on the MPM site

MPM will post themed playlists (for holidays or special musical events) and link them to themed posts on the MPM site

MPM will follow people in their target audience on Spotify to obtain better insight into their musical tastes. We will use their indirect suggests and tag them in our posts that link to our MPM website the next time we feature an artist they turned us on to

When users are tagged, the MPM post will show up on their Facebook and Twitter profiles.

YouTube YouTube is currently the most used social media channel when it comes to video streaming and video blogs. This year, they attempted to capitalize on that by hosting the


12 first ever YouTube Music Awards. Though the awards were not as successful as YouTube had hoped, the fact that YouTube even had a Music Awards show is a testament to how vital YouTube is and has been for musicians in their rise to the top. Mother Plug Music understands the huge role social and social media plays when it comes to music. For this reason, our campaign involves creating a YouTube Channel for Mother Plug Music. YouTube Strategy Mother Plug Music wants to use their new YouTube channel to post videos of the talent they promote playing live. This way, it will be possible for users to see if the featured artists that are posted about daily on the site actually sound decent live. MPM will not only start a channel on YouTube, but will also add a new section to their site called acoustic performances. This way users will have to stay on the site longer and navigate to different pages to see if they enjoy the acoustic players. Our campaign also involves putting those links to the each band’s performance in it’s own respective post (specific to the band). These links will be sections of a Mother Plug Music YouTube Channel we will create. We will then post the link to the site with the YouTube videos all over our Facebook page, profile and Twitter feed as well as anywhere else. We will tag the respective bands in each one of these posts. We will also post these links on the band pages (on Facebook, Twitter and anywhere else we find them). Finally, we will post links to our YouTube Channel in our Twitter, Facebook and SoundCloud profiles. These strategies will help drive traffic to our site and build awareness for many reasons. The first: from the beginning users will be spending more time on the site because under our daily blog posts (that we post links to on our/the featured bands’ Facebook and Twitter pages daily) there will be a link that takes them to the acoustic


13 performances section in our site and says “see what they sound like live here.” The page they are sent to will have links to our YouTube channel all over it as well as our YouTube channel’s videos embedded in the section’s post. The second reason these strategies and tactics accomplish our goals is because we will be posting these YouTube videos and links to our acoustic section on our brand website on the band’s sites. This means that anyone that follows the band (on Twitter, on Facebook, and now on YouTube) will see our links and become aware of our brand as well as potentially be driven to our site. Finally, links to our YouTube channel will be placed all over every social media that are already active. Because our YouTube channel will be covered in links to our site (links specific to the band driving traffic to both the acoustic section as well as daily blog posts about those bands), the followers we already have will now have new, sharable acoustic performances all consolidated on our site to show their friends! Tactics Summary •

MPM will create a new section of the site featuring acoustic performances/concerts

Links to the each band’s performance in it’s own respective post (specific to the band) will be featured in sections the MPM YouTube Channel

MPM will post the link to the site as well as YouTube videos all over our Facebook page, profile and Twitter feed. MPM will tag the respective bands in each one of these posts. MPM will also post these links on the band’s social media pages

MPM will post links to our site on our YouTube Channel and links to our YouTube channel on our Twitter, Facebook and SoundCloud profiles


14 Mobile Site These social media plans as well as the MPM mobile web site design are both geared specifically towards the 18-24 year old target demographic to further promote both of the objectives and goals of the campaign. Since 40 percent of people respond better to visual information than plain text, and 46.1 percent of people say a website's design is the number one criterion for discerning the credibility of the company. Consequently, visual milieu of the page was one of the most important factors taken into account (Sibley, 2012). The site is featured in Figures 14 through 21 in the Appendix and is modern, with bold graphics in the header as well as plenty of band images/content, such as in the “swipe image” widget on the home and artist page. The mood of the site is modern rustic with warm wood tones and features type that seems handwritten. It is kept simple for easy navigation with no extraneous buttons. There is only one menu and it appears on the top of each page. You can go back to the home page simply by clicking the MPM logo on top. The visual appeal of the site will increase brand awareness by setting it apart from “run of the mill” or cluttered websites. This will make the mobile site memorable and consequently inspire viewers to share the content with friends on social media platforms. Visual appeal aside, the content and purpose of the site are what elevate brand awareness and also increase traffic to the Mother Plug Music website. The integration of an Event Calendar is the most significant aspect to the page. On it local shows that are happening in Athens, GA and their located are described. If one clicks on the artist in the calendar, they are directed to the live performance in the “live performance” section of the site. This is appealing because as a young, music savvy consumer, users not only want


15 the time and place of an event, but a taste of what the music is all about. There is an “Artist” page, which has longer descriptions of local Athens bands. This is a unique aspect to this mobile site in that the online MPM website has very concise descriptions, focusing more on the music embedded from SoundCloud. The target demographic will find the fact that they are able to learn more about the local artists appealing. Audiences will also love the feature that allows them to be redirected to the blog post on the MPM blog site when they click on the artist’s picture. Here they then can listen to their songs via SoundCloud. The Live Performance, and Venues section of the mobile site is also a great edition to the MPM brand. The Live Performances button allows viewers to watch local Athens bands as well as bands they say on the MPM event calendar perform, The Venues section of the mobile site describes the top three Athens venues in order to better inform viewers where they would go to see the bands they are watching and listening to. This integration of the mobile site and the online website will generate website traffic as well as cross platform brand interaction; viewers will not only be interacting with MPM online, but on mobile, YouTube, Facebook, Twitter, and the Spotify channels. The use of video in the site specifically is effective because posts with videos attract three times more inbound links than plain text posts (Sibley, 2012) One other aspect of the mobile site that is sure to increase brand awareness and drive traffic to the site is the social capability. On each page is the opportunity to “recommend” the page to friends on Facebook. There are also buttons that link to Mother Plug Music’s Twitter or Facebook on every page on the site, as well as a button that links to the Blog site. This increases Search Engine Optimization, which will put Mother Plug


16 Music higher up on organic search. Since word of mouth recommendations are held in the highest regard concerning a consumer’s trust in a brand, these social aspects are crucial to organic growth and website traffic. The simplicity, modernity, and useful content that MPM Mobile provides is sure to boost brand awareness and website traffic by giving users something to talk about in addition to interesting sharable content. Evaluation We will use several different social media metrics to determine how effective our campaign was in achieving our objectives. Recommendation is the highest form of social media engagement and word of mouth recommendations will be very useful for increasing brand awareness. Word of mouth and “buzz” can be difficult to measure, but anytime someone shares content created by Mother Plug Music they are essentially recommending the brand to their friends. We will use Google Analytics to record how many times our videos are shared and embedded in other social media sites. If fans listen to one of Mother Plug’s playlists on Spotify it will show up in their Facebook newsfeed (if this feature is enabled), essentially recommending the playlist to their friends. This has the potential to be very effective but will be difficult to measure, since many Spotify users choose not to share listening habits. Retweets and shares on Facebook are also forms of recommendation and can be tracked and measured by their respective sites. We will also measure brand liking, as it relates to our objective to increase Mother Plug’s social media following. Brand liking is extremely easy to measure. We will simply track fans, friends, followers, retweets, hashtags, and likes on Twitter and Facebook. Brand liking on YouTube will be measured based on likes and subscribers, while data from Spotify will be measured by subscribers.


17 Measuring engagement will be critical to averaging 50 visits per day on www.motherplugmusic.com. Users will only click through to the main website if they are engaged in Mother Plug Music’s content on social media. A great way to measure engagement is to track the number of comments on YouTube videos and Facebook posts. Comments represent two-way communication, meaning the consumer is interacting directly with the brand. If a user is engaged enough to comment on social media, they are very likely to visit the main website for more content. By monitoring comments we can perform attitudinal research and sentiment analysis by filtering comments with positive or negative words. With Google Analytics, we can also measure how long viewers are watching our videos. If someone watches an entire video on YouTube it is likely that they are highly engaged. Unfortunately, engagement is difficult to measure on Spotify because many listeners are simultaneously involved in other activities. Conclusion After careful execution of the Spotify Channel (https://play.spotify.com/user/12121445298) the YouTube channel (http://www.youtube.com/channel/UCSU77AGmqXmKQWpvHn1-oUw) and the mobile website, we expect to see an increase in website traffic, as well as growth in brand awareness in the 18-24 age sector. This would occur because of the relevant, and intriguing content that these social media channels provide for the demographic including music playlists, video live performances, local artist descriptions and an event calendar. Through consumers excitement over Mother Plug Music’s content, word of mouth recommendations, Facebook and Twitter shares/retweets, as well as YouTube and Spotify


18 followings, users will interact with Mother Plug Music and help the brand grow organically. Mother Plug Music has dreams of someday transitioning into its own record label company. Increasing awareness and website traffic will be the first of many steps MPM will have to take to accomplish their vision. It is our hope that the YouTube, Spotify channel, and mobile site will generate a large following, and foster brand love within our audience, making them our best allies in sharing the Mother Plug Music site, and mantra, “No Genres, Just Music Worth Listening to� with the world.

References:


19 Brenner, J. (2013). Social networking (full detail). Pew Internet , Retrieved from http://www.pewinternet.org/Commentary/2012/March/Pew-Internet-SocialNetworking-full-detail.aspx Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2012). Product: Leisure/Sports Leisure Activities-How Often Engaged In/Attend Rock Music Performances. Retrieved October 3, 2013 from MRI Plus database: http://www.mriplus.com Pew Internet. (2013). Trend Data (Adults). Pew Research Center, Retrieved from http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/OnlineActivites-Total.aspx Sibley, A. (2012, August 06). Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-ShouldInclude-Visual-Content-in-Your-Marketing-Data.aspx The Nielsen Company. (2013). The Most Common Segment for Zip Code 30601 Athens, GA. My Best Segments, Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&m enuOption=ziplookup&pageName=ZIP+Code+Lookup Thomson, K. Purcell, K. Rainie, L. (2013). Organizations and Digital Technologies, Retrieved from http://www.pewinternet.org/Reports/2013/Arts-andtechnology/Main-Report/Section-4.aspx

Appendix


20 Target Market Data Figure 1. Media Followed on SNSs By Age

Figure 2. Frequency of Visits to Social Networks By Age


21 Figure 3. How Often Engaged in/Attend Rock Music Performances Once a Month, Adults


22 Survey Data Survey Link: https://ugeorgia.qualtrics.com/SE/?SID=SV_25yWZzw9H6D6k8B Figure 4. Survey Results


23

Figure 5. Survey Respondents Age Graph


24

1. Age

Figure 6. Survey Respondents Age Table # 3 1 4 2

Answer 25-35 Under 18 36 or older 18-24 Total

Figure 7. Survey Respondents Gender Graph 2. Gender

Figure 8. Survey Respondents Gender Table

Response % 0 0% 0 0% 0 0% 43 100% 43 100%


25

Table Options # Answer 1 Male 2 Female 3 Other Total

Response % 5 12% 35 81% 3 7% 43 100%

Figure 9. Survey Respondents Music Venue Visits Graph 3. How many music venues have you been to in the last month?

Figure 10. Survey Respondents Concert Knowledge Source Graph 4. How do you find out about shows at these venues?

Figure 11. Survey Respondents Concert Knowledge Source Table


26

# 1 2 3 4

Answer Venue website Facebook Flagpole Friends Other- Write answer in box 5 below Total Figure 12. Survey Respondents Media Use Graph 6. Which media do you use most often to find out about local shows?

Figure 13. Survey Respondents SoundCloud Use Tables 7. Do you have a SoundCloud account? # Answer 1 Yes 2 No Total

Response % 8 19% 35 81% 43 100%

8. Do you have the SoundCloud app on your smartphone? # Answer 1 Yes 2 No Total Mobile Site

Response % 6 14% 37 86% 43 100%

Response 5 7 10 15

% 12% 17% 24% 36%

5

12%

42

100%


27 Figure 14. Home Page

Figure 15. Event Calendar Page


28

Figure 16. Artists Page


29

Figure 17. Live Performances Page


30

Figure 18. Venues Page


31

Figure 19. 40 Watt Page


32

Figure 20. New Earth Page


33

Figure 21. Georgia Theater Page


34


Mother Plug Music Social Media Campaign