Business Plan. Agora Magazine by Lara Vlar

www.agora-mag.eu PRAGUE, CZECH REPUBLIC october, 2021

Business Plan

Contents

03

Business Summary

05

Business Description

07

Products and Services Lines

09

Market Analysis

26

Social Media Strategy

A description of the problem statement, the proposed solution and the value proposal.

A brief explanation of the project purpose and goals.

A summary about what the product/service is.

A description of the target market and businesses like yours.

The purpose here is to write down the marketing strategies in an organized fashion.

03

Business Summary WIIFM*

PROBLEM STATEMENT

The problem/need that will be solved

This is a quick two-minute summary about your business, explains the basics of your project, a brief description of the product or service you offer, and why it’s necessary (a need for customers or an opportunity in the market).

According to the EPA*, (which conducts censuses to count the active population), there is a work stoppage among young people between 20 and 24 years old, and the main cause of unemployment is the lack of job opportunities that allow young people to gain work experience at the end their professional studies.

PROPOSED SOLUTION

Agora offers young professionals the opportunity to get the work experience they need through: their participation as a member of the magazine, the international exposure of their projects, and being part of an international creative community.

VALUE PROPOSAL

Agora's values revolve around humane qualities such as honesty, open-mindedness, a will to gather but also share knowledge and warmth. They want a community to make its members feel like they belong. They goal is to value them, to support their works, and to advise them about their objectives.

What does your project do to solve the problem?

What makes it different from the competition?

WIIFM- stands for “What's in it for me?” *the Labor Force Survey (EPA) is a statistical study aimed at capturing data on the labor market, which is used to calculate the unemployment rate, as defined by the International Labor Organization.

04 UNITED STATES

UNITED KINGDOM

6.5% unemployment rate.

4.9% unemployment rate.

20.35%

EPA analysis

40%

21.05%

18.5% less than 20 y.o. 11.4% 20 to 24 y.o.

5.8% 6.0% 25 to 54 y.o. more than 54 y.o 5.3%

CZECH REPUBLIC 3.0% unemployment rate.

The following countries were analyzed due to the scope of the magazine in terms of the language and nationality of the present collaborators.

29.4% 54.6% 7.7% 8.17% less than 20 y.o. 23.4% 20 to 24 y.o. 12.6% 3.3% 25 to 54 y.o. more than 54 y.o 3.5%

SPAIN

15.3% unemployment rate.

FRANCE

7.6% unemployment rate.

6.5% 7.9% 14.9%

29.3%

48%

70.5% 11.7%

30.6% 45.9% 11.3%

10.8% less than 20 y.o. 25.9% 5.5% 20 to 24 y.o.

25 to 54 y.o.

2.9% more than 54 y.o 2.4%

less than 20 y.o. 56.6% 20 to 24 y.o. 34.6% 25 to 54 y.o. 13.8% more than 54 y.o 12.8%

*the Labor Force Survey (EPA) is a statistical study aimed at capturing data on the labor market, which is used to calculate the unemployment rate, as defined by the International Labor Organization. *the percentage in the graphs was obtained by calculating the proportionality that each age group has. *the information was obtained from https://datosmacro.expansion.com/paro-epa.

12.08% less than 20 y.o. 24.7% 20 to 24 y.o. 16.5% 25 to 54 y.o.

6.5% more than 54 y.o 6.1%

05

Business Description WIIFM

WHAT IS AGORA ABOUT?

After reading this section, the reader should understand what the business is about and be keen to know more. It should include the key points of your business plan and the goals you want to achieve through your business.

Agora is an Independent Creative Magazine launched in winter 2020, with a multicultural team spread across Europe, Asia, Africa and America. A creative space spread across multiple platforms gathering young artists and professionals to create a network of innovative individuals committed to collaboration, growth and artistic creation.

A borderless initiative fostering ingenuity. Made for creatives by creatives, the main goal is to showcase emerging talents and offer insight into the countless possibilities within the creative industry.

MISSION STATEMENT

CORE VALUES

BACKGROUND AND HISTORY

Fostering independent creative initiatives: Space for artists and professionals to share their projects.

Be a platform where to find like-minded peers.

Give professionals an opportunity to build tangible work experience.

Showcase of creatives’ works and profile.

Multicultural: come from various backgrounds and cultures.

Collaborative: cooperation between individuals.

Authentic: true to our mission but also to ourselves and cultures.

Experimental: doing is learning, not afraid to try new things, not afraid to fail.

Social: build creative relationships.

Kicked off in November 2020, Agora birthed from years of professional struggle of his founder Melvin-Kevin Methe. sharing the same story as so many other creatives and supported by a team students, professionals and Prague City University, he strives to provide a solution to the current global hardships of young creatives.

06 OBJECTIVES

SHORT TERM GOALS

LONG TERM GOALS

1. To provide a place for young artists and professionals to express themselves creatively, across 3 platforms: an online magazine, a website, and social media.

2. Find Artists and Content Creators who are enthusiastic about AGORA's mission, to write some articles and share their work in the magazine or published on the AGORA social media platforms.

3. Grow AGORA’s social media presence and engagement.

4. To build long-term relationships with AGORA's customers and collaborators in order to create direct customer communication and greater customer loyalty.

1.To build a stronger customer relationship through the creation of an international community of artists and professionals, with the aim of creating a loyal fan base, who will become potential clients (leads) to the AGORA subscription business model.

2. To develop a subscription business model. Through periodically charging a fee to artists and/or professionals (AGORA's customer) who wanted to be publish their projects on the magazine or in AGORA social media platforms, which would allow AGORA to earn recurring income from a group of loyal clients.

3. Creating a large, specific audience to attract advertisers who want to get in front of those young artists and professionals.

07

Products and Service Lines WIIFM

This section is to describe what your business is going to sell.

Business can sell two things, products or services, sometimes a business can do both. It's important to explain everything, even things that seem obvious to you.

Agora is an online magazine (webzine), which nowadays provides free access to all aspects of its online content.

It publishes two articles per month and contains a variety of content related to art, work culture, social issues, wellbeing and resources.

The content is created and managed by a group of artists and professionals who collaborate with Agora’s team directly, in areas of their interest, and expertise such as design, marketing, copywriting, social media management, and web page management.

The magazine may contain, but is not limited to, 25 to 70 pages, contemporary in look and appeal, unique and quality artistic content is the constant goal. The magazine will be a platform for the publication of artistic projects, interviews, case studies, resources and artistic tips, presented in an entertaining way, seeking to attract a select audience of young artists.

Agora will also publish content on social media related to the magazine's fortnightly articles, with Instagram being the most important network, followed by LinkedIn and Twitter. A podcast will be uploaded on a monthly basis on the magazine's platform on Spotify.

Currently, Agora, being a project in the process of growth financed by its partners, its goal is that the financing comes from a "prepaid subscription business model" for artists or professionals who wish to publicize their projects through the networks Agora social media and/or articles published biweekly. As well as generating revenue based on targeted search ads to website visitors, banner ads, classified ads, product purchasing, advertiser directory links, or alternative informational business purposes.

08 AGORA’S WORK PILLARS Content you’d like to read

Content you’d like to experience

People you’d like to meet

PUBLISHING

SERIES

RADAR

ISSUE Quarterly issues of the magazine

AUDIO ONLY Audio-only podcast series

ZINE Monthly issues of the zine

AUDIOVISUAL Audiovisual podcast & other series

PROFILES Repertory of active and inactive members of our community.

VOLUME Yearly issues of the volume

EVENTS

STORIES Creative literature from members

TALKS Pro & semi-pro seminars

ARTICLES

WORKSHOPS Hands-on workshop sessions

INSPIRATION Creative works & Process

MEETUPS

SPOTLIGHT Feature of a person or a project INDUSTRY Work experience & knowledge

Laidback events to meet peers

INITIATIVES Repertory of ongoing initiative from our community

09

Market Analysis WIIFM

TARGET MARKET Outline the market you’re targeting

USER SEGMENTATION Roles groups of people with similar goals Freelancers Job seekers Bachelor students Master Degree students Graphic Designers Architects Artists Photographers Art enthusiastics Creative professionals

AGORA's main market are individuals: -with an age range of 20 to 30 years, -freelancers, who are looking for a way to promote their portfolio or artist projects, -who are in University -who are recently graduated from University or from their master's degree studies, in the areas of Graphic Design, Architecture, Art, Literature, and Photography -The audience is primarily focused on English-speaking users These are the characteristics of the ideal customer, based on market research and real data about existing customers

Psychographics

Demographics

Experience

personal values and interests

basic stadistic data Gender: Female and Male Age: 20-30 years old (Millennials and Gen X) Education: Bachelor/Master Degree Marital status: Single Geographic Location: English speaking countries Cultural background: Multicultural Language: English

This section is to describe your potential customers (businesses or individuals, or might be both), customers who might buy your product or service and customers will already be using other businesses.This is detailed information about your target market and the current members who collaborate with Agora.

Personality: Liberal leader independent self-learning imaginative amateur creative friendly cooperative curious snobby energetic dreamer ambitious empathetic flexible hopeful motivated passionate polite optimistic open professional

Motivation: Art for Art’s Sake: (The idea that art is its own reward that requires no other motivation).

Desire: Acceptance, Social contact, status, independence, ego boost.

Expectations: To get public recognition, to get a job, to get work experience.

Extrinsic Motivation: a good salary Intrinsic Motivation: To get more knowledge and experience in their work area.

Fear of missing out (FOMO). A fear of missed opportunities, a sense that life is passing you by.

Ikigai: (A reason for being). Passionate ones.

Needs :(According to Maslow’s): Safety, Love/belonging, esteem, self-actualization.

Lifestyle: remote working, career planning, is active on social media, student.

Hobbies: arts and entertainment, design, fine art, fashion

Newbie: For direct collaborators and content creators.

(The main Agora Customer) Experts: For interviews content and advises sections.

FREELANCER ANALYSIS SECTION

This is an additional section to analyze the potential market of Agora, in order to understand what its potential market is like, to obtain general statistics of the area, how it behaves and what customers expect, how big is the market, trends in its market, if the market is seasonal or dependent on other external factors and any important facts about its essential target market.

WIIFM

General characteristics of a freelancer

Main reasons to be a freelancer

1.

2.

3.

4.

5.

6.

7.

8.

9.

Agora's potential market are freelancers (self-employed professionals), so the following analyzes are included to understand them in depth as clients.

The information was obtained from: 1. "The State of Independence 2021" an annual report about freelancers by contras.

2. "Freelancing in Europe 2021", a statistical study conducted by malt.com and BCG (Boston Consulting Group).

3. "Design Census 2019" a report produced by Google, AIGA and Accurat.

4. “Freelancing in America 2019”, a study commisioned by Upwork and Freelancers union US.

Works independently, while carving out their own career paths.

Each freelancer (survey by contra) earns at least $ 70k + annually.

Could work worldwide.

They usually work on design, engineering, product, writing, content marketing or social media.

They became independent to seek autonomy, freedom, and a work/life balance, They focus on results, Usually work 30-40 hours per week.

They´re constantly learning new skills in order to advance their careers.

After being freelancers they have no interest in going back to full-time employment.

1. To manage their time freely.

2. To choose where they work.

3. To be able to choose their projects.

4. To make their own choices for their career.

5. To be their own boss.

6. To have a schedule that enable them to pursue their personal passions.

7. To be in control of their own financial future.

8. To have independence from things such as office dynamics.

9. To be able to pursue work they’re passionate about or find meaningful.

10. To earn extra money.

11. To be able to spend more time with their family.

12. After realizing they could make more money freelancing.

13. After a major life event (became a parent, health issue, job loss).

14. After realizing that freelancing was a lifestyle they wanted.

10

GENDER DISTRIBUTION AROUND THE WORLD

AGE RANGE

TIME OF DAY WORKED

Freelancing in Europe 2021

Freelancing in Europe 2021 Freelancing in the U.S. 2019

3.6%

contra.com report

3.3%

13% 38%

62%

7%

56.3%

36.3%

42% 38%

male female

21-24 y.o.

3.6% 25-39 y.o. 56.3% 40-59 y.o. 36.3% 60+ 3.3%

62% 38%

OCCUPATIONS contra.com report

early morning mid-day evening late night

Users 21 to 24 years of age are still the target user of Agora, the study says that professionals of this age are in formal jobs gaining experience and building their portfolio.

Data to know the ideal time to publish on social media.

AGE RANGE

EDUCATION RANGE

Freelancing in the U.S. 2019

Freelancing in the U.S. 2019

9% 6%

42% 38% 13% 7%

35% 27%

26.14%

10%

34.6%

41% 35%

20.26% 19% tech and data graphic design marketing project manager business support functions

29%

27% 29% 19% 6% 10% 9%

18.95% 18-22 y.o. 34.6% 23-38 y.o. 26.14% 39-54 y.o. 20.26% 55+ 18.95%

*the percentage in the graphs was obtained by calculating the proportionality that each age group has.

33% HS grade or less college bachelor’s degree post grad

35% 35% 33% 41%

11

12 COMPETITOR ANALYSIS

WIIFM

This section identifies a list of AGORA’s top competitors as well information about them. This analysis helps you to identify what’s your competitors are doing right. Tells you where your competitors are falling short — which helps you identify areas of opportunities in the marketplace. Provides you with a benchmark against which you can measure your own growth..

ARTnews Magazine www.artnews.com who are they?

where are they?

Based in New York City.

what they sells?

A Magazine subscription and advertising.

how much it costs?

target

ARTnews has been tracking the development of visual, contemporary, ancient and international art since 1902. Its readership of 180,000 in 124 countries Published in print six times a year, it reports on the art, people, issues, trends, and events shaping the international art world.

Subscription per year USA- $79.95 US dollars Canada- $109.00 US dollars Other Countries- $129.95 US dollars Collectors, dealers, historians, artists, museum directors, curators, connoisseurs, and art enthusiasts.

social media channels

which social media platform are sending traffic to its site?

which countries the visitors of its website come from?

*The following competitors were selected due to their international positioning, cataloged as the most important art magazines. *the data presented here was obtained from similarweb.com.

259.1 mil

871k

3.1k

231k

61.6k

1290

5.5% -Of its traffic is from Social 53.33%

United States 54.41% United Kingdom 6.64% Canada 4.62%

24.10%

13.29%

13 Apollo Magazine www.apollo-magazine.com

who are they?

Apollo magazine was founded in 1925 and published monthly • Contents include: Major artist interviews / Major collector interviews / Expert information on the art market / Guidance on collecting /Reviews and previews of exhibitions world wide / Art world news.

Major international art fair previews.

• Essay features on: Contemporary and Modern Art / Architecture / Sculpture / Tribal Art / Asian Art / Antiquities / Old Master Paintings.

where are they?

Based in London.

what they sells?

A Magazine subscription and advertising.

Subscription per month

how much it costs?

target

-Digital only/Unlimited website and app content access/ $4.95 -Print plus Digital: /Print edition Magazine/ Unlimited website and app content access/ $9.50 Collectors / Museum Directors / Curators / Artists.

*the data presented here was obtained from similarweb.com.

social media channels

which social media platform are sending traffic to its site?

which countries the visitors of its website come from?

(according with Apollo magazine data)

31k

21.2k

20.9k

1.3k

5.52% -Of its traffic is from Social 56.05%

29.77%

8.14%

Apollo is read in more than 25 countries worldwide with an internationalreadership in excess of 30,000.

36% UK based / 26% USA based / 38% Europe and the rest of the world

14 Aesthetica Magazine www.aestheticamagazine.com

who are they?

Is a worldwide magazine about art, design, photography, architecture, music and film. It was founded in 2002, published bi-monthly, It has a readership of over 400,000 and national and international distribution. It produces a number of awards, exhibitions and art and culture.

where are they?

Based in UK.

what they sells?

A Magazine subscription and advertising, Art events and Merchandise.

Subscription plans

how much it costs?

Magazine annual Subscription On Sale from £17.85 Regular price£35.70 Digital Subscription (per month) From £5.99 Institutional Subscription (web site and app content plus printed magazine version) Regular price £48.00

target

Collectors, dealers, historians, artists, museum directors, curators, connoisseurs, and enthusiasts.

*the data presented here was obtained from similarweb.com.

social media channels

which social media platform are sending traffic to its site? which countries the visitors of its website come from?

146k

80.6k

87.2k

25.8k

4.2k

7.67% -Of its traffic is from Social 56.05% United States 26.81% United Kingdom 20.04% Germany 6.01%

29.77%

8.14%

15 L’ADN Magazine https://www.ladn.eu/

who are they?

where are they?

Based in France.

what they sells?

A Magazine subscription.

how much it costs?

L'ADN is a quarterly magazine that reports on many different subjects, from trends and communications to anticipations.

1 year subscription 4 quarterly issues + the Book of Trends 98 €

which social media platform are sending traffic to its site?

2 year subscription 8 quarterly issues + 2 Trend books 176 € Number Purchase 15 €.

target

social media channels

General public

*the data presented here was obtained from similarweb.com.

which countries the visitors of its website come from?

124.2k

43.1k

57.1k

13k

7.04% -Of its traffic is from Social 35.45% France 81.22% Canada 2.61% Belgium 2.24%

33.23%

22.49%

16 FLUX Magazine www.fluxmagazine.com

who are they?

FLUX is a spirited, independent fashion, music and arts magazine featuring the best, living, breathing culture from the UK & across the globe. FLUX was launched as a fanzine in Manchester in 1997. It evolved into a high end style and culture magazine distributed across the UK and beyond.

where are they?

Based in UK.

what they sells?

Advertisign and Merchandise

target social media channels

which social media platform are sending traffic to its site?

General public with interest into fashion, music and art news.

15.4k

3.2k

7.2k

174

1.32% -Of its traffic is from Social 44.74%

which countries the visitors of its website come from?

*the data presented here was obtained from similarweb.com.

United States 22.80% UK 17.88% India 11.46%

33.36%

17.99%

17

The following magazines are local, based in France, Czech Republic and UK

KIBLIND www.kiblind.com

Revue Profane www.revueprofane.com

who are they?

Is a printed and online magazine, it was founded on 2010, its publishes bi-monthly articles, currently has 11 issues, among its secondary activities they conduct workshops and sporadically events and an Online Store.

where are they?

Based in France.

what they sells?

A Magazine subscription Workshops, Art events and Merchandise.

how much it costs?

Subscription plans Magazine annual Subscription from £30 £15 per magazine

target non-professional enthusiast of art social media channels

5.6k

1.3k

39

who are they?

Founded in 2004, KIBLIND is a magazine dedicated to the visual arts, current cultures and creative industries, with emphasis on contemporary, French and international illustration.

Each quarter, the magazine explores a new theme through original creations, content and formats.

where are they?

Based in France.

what they sells?

A Magazine subscription art gallery, books, posters.

how much it costs?

target social media channels

1 year subscription €25.00 (mailing in France).

1 year subscription €30.00 (sending to Europe).

1 year subscription €40.00 (shipping outside Europe) Young Creatives

24.3k

6.3k

18 ÉTAPES https://etapes.com/

Support Magazine www.supporteditions.fr

who are they?

It's a printed and digital magazine dedicated to contemporary drawing and its talents, with the aim of highlighting the extreme diversity of contemporary drawing and its actors.

Every year in March, a printed selection of around one hundred illustrations is published in a large-format book.

Alongside the media is developed a curation activity with the brands, as well as a member-ship that provides its members a monthly trend report on contemporary drawing news.

where are they? what they sells? target social media channels

who are they? where are they? what they sells?

Based in France.

A monthly trend report subscription display of artists illustrations on their website, ig, and in their annual publication.

Visual artists (Illustrators and Painters)

how much it costs?

It’s an online and printed magazine, focused on the presentation of projects made by recent graduates of the art and design faculties.

Based in France.

A Magazine subscription.

Contests and diploma awards.

6 months subscription 3 numbers- € 59.00 1 years subscription 6 numbers- € 109.00 2 years subscription 12 numbers -€ 199.00

target

Art and design students

6.4k

social media channels

143k 97k

36.4k 1.4k

19 Lavande Magazine www.lavandemagazine.co.uk

ARTMAG https://artmag.co.uk/

Artmag published as a glossy, bi-monthly magazine, based in Edinburgh, Scotland until March 2020.

who are they?

it was founded in August 2007, as an Edinburgh-based glossy gallery magazine. A model of free distribution to its art network consisting of 700+ galleries, museums, art fairs and events, art centres, art schools and key retail and hotel sites covered all of Scotland.

where are they?

Based in UK and Scotland.

what they sells?

Suscription to its online magazine. to participate in events.

target Art enthusiasts.

social media channels

9.9k

2.3k

3.3k

54

who are they?

Founded in January 202, is a volunteer-led online magazine covering beauty, fashion, culture and lifestyle.

where are they?

Based in UK.

what they sells?

Merchandise.

target social media channels

Female young students.

1249

30

287

155

20 Mindsparkle https://mindsparklemag.com/

Art Hole https://ahole.co.uk/

who are they?

independent artist-run and ad-free international print and online publication dedicated to showcasing and promoting experimental and progressive contemporary art, which reflects modern society and its environment, provokes conversation and action; fosters innovation and diversity of mediums which make today’s art scene so intriguing and versatile.

where are they?

Based in UK.

what they sells?

A Magazine subscription.

how much it costs? target social media channels

where are they?

Based in UK.

what they sells?

Newsletter, Advertising.

target

Seasoned Professionals

social media channels

£5 per unit non-professional enthusiast of art 8.9k

who are they?

1.6k

which social media platform are sending traffic to its site?

which countries the visitors of its website come from?

*the data presented here was obtained from similarweb.com.

High quality design blog highlighting the best trends in graphic design, webdesign and video.

They showcase award winning design projects including branding, illustration, graphic design and others.

27.4k

5.1k

15.4k

311

15.86% -Of its traffic is from Social 66.93%

Russia 16.80% Spain 7.44% Poland 6.91%

12.89%

12.59%

21

social media analysis WIIFM

The following analysis will take the competitors that have the highest number of followers and engagment with their publications, the data will consist of the number of publications they make in each social network per month, the type of content that they upload to each social network and the type of format in each one.

Aesthetica Magazine www.aestheticamagazine.com platform

main topic

marketing objective

formats

post/tweets per day

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

4-5 sentence text link to the full article hasthags/mentions

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

4-5 sentence text link to the full article hashtags/mentions

10-12 tweets

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

2-5 sentence text or 1 paragraph text (more than 8 lines) 1 image per post

1-5 post every other day 1 IGTV per week

Visual posts, extracts of their full articles magazine’s.

Organic traffic to their website, brand awarness, visual entertainment.

4-5 sentence text link to the full article

1-3 posts

Visual post with content of photographs, varied designs and art works with mention of the author artist.

brand awareness, entertainment visual content, promote user collaboration.

2-3 sentence text 1 image.

Link to their web page.

1 image per week

Side note

Aesthetica publishes the same content on each social network, with the exception of pinterest, but they adapt that same message in a way that works almost efficiently on each platform, even if generally the user needs to press the option show more to read it. They focus on engaging the user through the visual images in each post.

8-10 posts

22 ARTnews Magazine www.artnews.com

platform

main topic

marketing objective

formats

post/tweets per day

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

3 sentence text link to the full article

3-5 posts

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

2 sentence text link to the full article

5-12 tweets

Visual post with content of photographs, varied designs and art works with mention of the author artist.

brand awareness, entertainment visual content, promote user collaboration.

1 paragraph text 1-3 images

1-3 post 1 story 1 IGTV per week

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

4-5 sentence text link to the full article

1-3 posts

extracts from interviews, and lives made on instagram

brand awareness, educational content.

4 min videos 30 min videos

1 video per week

Visual post with content of photographs, varied designs and art works with mention of the author artist.

brand awareness, entertainment visual content, promote user collaboration.

4-5 sentence text 1 image

1 image per week

Side note

Art news magazine, has an independent management in each network, its popular networks are aimed at organic traffic to its website, the rest seek to capture the attention of its user through a series of posts of the visual work of contemporary artists, the message in essence is the same, but specifically adapted to each social network, considering the personality of the brand in each network.

23 L’ADN Magazine https://www.ladn.eu/

platform

main topic

marketing objective

formats

post/tweets per day

-An extract of the full article that they upload on their web page.

-Paid Partnership posts.

-encourage the user to read the full article on their website.

-short news recommending third party services / products.

4-5 sentence text link to the full article

3-5 posts

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

3-4 sentence text link to the full article hashtags/mentions

3-5 tweets

An extract of the full article that they upload on their web page.

encourage the user to read the full article on their website (organic traffic).

4-5 sentence text link to the full article

4-5 posts per week

Visual post with content of photographs, varied designs and art works with mention of the author artist.

brand awareness, entertainment visual content.

1 paragraph text 1-3 images

2-3 post per week

interviews

brand awareness.

5 min videos 60 min videos

Side note

L'adn magazine focuses its resources on facebook, they transmit effective messages on each post, their objective is to get organic traffic and to promote paid advertising posts, their copies for twitter are written differently from those of facebook, but in essence they are fragments of online articles, content is not shared daily on the other networks.

1 video per week

24

social media best practices WIIFM

best practice no. 1 adapting the copy of each post to each social network.

The following information is a compilation of the social practices that will serve as the basis for the development of AGORA's marketing strategy, information about its most important competitors (in terms of number of followers and engaging), the practices that will be analyzed are taken into consideration based on development guidelines and content creation in social networks.

Let's take for example these posts, from ARTnews, posted on Facebook and Twitter, in both cases both networks share a different fragment of the same content of an article.

On Twitter, the message is simple, short, and concise, almost like a phrase that motivates the reader to read the entire article.

On Facebook, the message is storytelling-based, consistent, and a bit longer.

25 best practice no. 2 constantly post valuable content

MindSpark magazine has 251k followers on Instagram and a good rate of engagement on its posts.

They publish 3-4 publications a day on that platform.

Its content aims to "inspire" his followers by sharing the work of other artists, and inspiring quotes once a week.

Analyzing the marketing strategy that Mindsparkle Magazine has on instagram, we can deduce the following information:

They have a consistent brand identity: their Instagram feed, looks clean, polished and consistently stylish, their posts and stories are aligned with their brand voice and aesthetic.

They post highlights and short social videos to create brand loyalty, also use great captions, hashtags wisely and call to actions bottoms.

When talking about valuable content, we mean to consider the following factors: the audience you are speaking to, the personality, values and voice of your brand, the personality of the platform, what type of content people expect in each social network.

26

Social Media Strategy WIIFM

The following information contains a summary of AGORA's current situation on social media, what it plans to do and what it hopes to achieve on social media. It's a guide that will allow you to define the actions that will be taken in order to obtain specific data for each campaign to know if it is succeeding or failing. The recommendation is that the plan be specific, concise, and with achievable objectives.

As mentioned, this section will cover different sections:

First Section

Second Section

Third Section

Will cover an analysis of Agora's Current Digital Presence, its website and its social networks, (which include Instagram, Twitter and LinkedIn), the general reach that the publications have had, and which social networks attract the most organic traffic to your website.

Contains statistical data on the popularity and penetration of the most important and relevant social networks with the target audience of Agora. This section has the objective of clarifying the personality of each platform, the voice language it has, and the type of information that the user expects to find in each one.

This last section will outline Agora's social media goals, the tactics that will be used to achieve them, and the metrics that will track the progress. And the content strategies that are suggested for each social network, clear actions (smart objectives) to generate relevant content lines.

FIRST SECTION

AGORA’S SOCIAL MEDIA AUDIT A social media audit is the process of reviewing your business’ metrics to assess growth, opportunities and what can be done to improve your social presence.

According with Hootsuit, "An audit of your social media accounts helps you understand what’s happening on each network, what’s working and what’s not and new opportunities to grow and engage your audience".

The following information is the data collected since july 2021 until the present month of October 2021, from Instagram, LinkedIn and Twitter.

27

28 TWITTER 52 tweets 12 followers

GLOSARY Tweets: Includes tweets, RT and comments or replies.

Impressions: Is the number of times that your content has been shown in the feed of other users, this metric speaks about virality and visibility. *Impression doesn’t mean that the user read your tweet, it means that they show your tweet.

Date

New Followers

Tweets

Tweet Impressions

Profile Visits

Mentions

July 2021

1

1

26

362

0

August 2021

7

29

1298

413

1

September 2021

1

14

626

85

0

October 2021

0

6

388

12

0

29 LINKEDIN 16 posts 66 followers

Visitors demographics Data for: Industry Non Profit Managment 7 visitors 7.07% Marketing 7 visitors 7.07% Online Media 8 visitors 8.08%

Visitors demographics Data for: Job function Education 4 visitors 4.08%

Business 8 visitors 8.16%

Others

Media and Communication 30 visitors 30.61% Administrative 3 visitors 3.06%

Hospitality 8 visitors 8.08%

Others Fine Art 16 visitors 16.16%

Design 15 visitors 15.15%

*others (less than 5% each one) -Higher Education -Graphic Design -Internet -Motion and Films

Visitors demographics Data for: Location Arts and Design 48 visitors 48.98%

Marketing 3 visitors 3.06%

*These are not all the data provided by LinkedIn's analytic tool, only the most relevant ones for this business plan are shown. *The following information is the data collected since April first until september 30th 2021.

Spain 4 visitors 6.78% Prague 3 visitors 5.08% Louisiana Area 3 visitors 5.08%

France 32 visitors 71.17%

30 IG 126 posts 235 followers

Followers: demographics Russia 2.6%

Followers: Age Range

Egypt 1.9%

45-54 4.5%

UK 6.5% France 11.6%

Czech Republic 40%

35-44 5.8%

25-34 29%

Followers: Gender Male 37.3% Female 62.7%

54+ 3.2%

18-24 56.8%

SECOND SECTION

SOCIAL MEDIA ANALYSIS The following reports are intended to illustrate the latest insights into how people around the world use the internet and social media. The information was obtained from "The Digital 2021 Global Report".

The Digital Report 2021 is compiled by the We Are Social agency in collaboration with the social media management platform, Hootsuite. It features data from partner publications such as GlobalWebIndex, GSMA Intelligence, Statista, Locowise and SimilarWeb.

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32 global internet use Primary reasons why global internet users age 16-64 use the internet Finding information Staying in touch with friends and family Keeping up to date with news and events Researching how to do things Watching videos, tv shows, and movies Finding new ideas or inspiration Researching products and brands Accesing or listening music Filling up spare time and general browsing Education and Study related activities Researching places, travel and vacations

63% 56.3% 55.6% 51.9% 51.7% 47.6% 46.4% 46.3% 44.4% 42.6% 38.7%

Percentage of global internet users aged 16 to 64 who consume each kind of content via the internet each month (any device) Watch Online Videos Watch Vlogs Listen to music (streaming services) Listen to online Radio Stations Listen to or watch Podcast

90.6% 51.4% 73.2% 47.1% 44.1%

Most common languages for web content English Russian Spanish Turkish Persian French German Japanese Vietnamese Chinese

60.4% 8.5% 4.0% 3.7% 3.0% 2.6% 2.4% 2.1% 1.7% 1.4%

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global social media use Primary reasons why global internet users age 16-64 use social media Stay up to date with news and current events Find funny or entertaining content Fill up spare time Stay in touch with what my friends are doing Share photos or videos with others Research products to buy General networking with other people Because a lot of my friends are on them Share my opinion Meet new people

36.5% 35% 34.4% 33% 27.9% 27.5% 26.8% 25.1% 23.4% 21.3%

The world’s most used social platforms The latest global active users figures (in millions) Facebook YouTube Whatsapp Facebook Messenger Instagram WeChat TikTok Telegram Snapchat Pinterest Reddit Twitter Quora

2740 2291 2000 1300 1221 1213 689 500 498 442 430 353 300

Top social and video streaming apps by time spent YouTube Facebook Tiktok Instagram Twitter

23.2 hrs/month 19.5 hrs/month 13.3 hrs/month 10.3 hrs/month 5.6 hrs/month

Social media users by age and gender Female Male 3.1 %

3.6 %

18-24 y.o. 10.8%

14.4%

25-34 y.o. 13.4%

18.8%

35-44 y.o.

7.2%

9.0%

45-54 y.o.

4.7%

5.1%

55-64 y.o.

3.0%

2.7%

65+

2.2%

2.1%

13-17 y.o.

34 facebook audience overview

users

demography

use

brands on fb

Facebook has 2.5 billion monthly users.

1.95 billion of those users can be reached through ads (this represents 32% of all people in the world who are over 13 years old).

69% of American adults use Facebook.

74% of people with high incomes use Facebook.

52% of adults get their news from Facebook.

44% of the people who can be reached through ads are women, and men represent 56% 32% of people on Facebook are between the ages of 25 and 34.

10.1% of Facebook users are in Canada or the United States Facebook is the most searched term in the Google search engine Facebook is the third most visited website in the world, after Google and YouTube.

People spend an average of 11 minutes 26 seconds on Facebook each time they visit the platform.

There are more than 10 million Facebook Groups, which are used by 1.4 billion people on a monthly basis.

79% of Facebook users access the platform only through mobile devices. Meanwhile, 19% access mobile devices and computers, and only 1.9% access the platform using only their computer.

Video posts get the highest engagement levels of any type of content on Facebook.

140 million companies use Facebook and its related applications 58% of people in the US say they became more interested in a brand after seeing it on Facebook Stories.

26.7% of Facebook Pages use paid media.

The average organic reach of a Facebook post is 5.17% of the number of likes the Page has, while the reach of paid advertising is 28.1% of the total reach.

35 instagram audience overview users

demography

use

brands on ig

Instagram has more than 1 billion monthly active users.

Instagram ads reach 928.5 million people.

500 million people open Instagram's Stories and Explore tab every month.

50.9% of Instagram users are women, and 49.1% are men, 35% of people on Instagram are between the ages of 25 and 34.

Instagram is the seventh most visited website in the world.

People spend around 6 minutes and 35 seconds on Instagram each time they visit the platform.

55% of Instagram users say they don't watch TV during the week.

On Instagram, videos generate better interactions than photos.

-Average engagement rate for video posts: 1.87%.

-Average engagement rate for posts with photos: 1.11%.

-Average interaction rate for posts of all formats: 1.49%.

92% of Instagram users say that, after seeing a product / service on the platform, they have followed a brand, visited their website or made a purchase.

The average business on Instagram posts 1.7 times a day to the platform, and posts 13.1 Stories a month.

The average follower growth rate for a business profile is 2.5% per month.

36 twitter audience overview users demography

use

brands on ig

As of 2020, Twitter has 152 million daily monetizable users.

22% of American adults use Twitter.

20.4% of daily Twitter users live in the United States, and the rest are international users (Japan, Russia and the United Kingdom make up the main markets of the platform).

Twitter's monetizable audience is 62% male and 38% female.

29% of Twitter users are between the ages of 25 and 34.

Twitter is the sixth most visited website in the world.

People spend an average of 10 minutes 22 seconds on Twitter each time they visit the platform.

In the United States, 80% of tweets come from 10% of the country's users (statistically, these users are more likely to be Democratic women who tweet about politics).

In 2019, the most popular emoji on Twitter was the face that cries and laughs at the same time (also known as the lol emoji).

Twitter users are more likely to prefer “culturally relevant” brands (47% vs. 39% of the general US population).

Twitter users also believe that brands that show transparency and are inclusive are more relevant (60% vs. 50% of the general US population).

Twitter users spend 24% longer on ads than users of other platforms, and also: -Tweets with hashtags get 100% more interactions.

-Tweets with videos get 10 times more interactions.

37 LinkedIn audience overview users

demography

brands on ig

LinkedIn has 675 million monthly users, and gains two new members every second.

12% of the world's population, is on LinkedIn. 27% of Americans use LinkedIn. 57% of LinkedIn users are men and 43% are women.

70% of LinkedIn users are outside the United States, this includes 211 million users in Europe and 179 million in Asia Pacific.

61% of LinkedIn users are between the ages of 25 and 34.

30 million companies are using LinkedIn. 97% of B2B marketers use LinkedIn for content marketing.

89% of B2B marketers use LinkedIn to generate leads.

62% of B2B marketers say LinkedIn generates leads (more than double that of the social platform that follows it) The cost per lead on LinkedIn is 28% lower than on Google AdWords.

30% of a company's interactions on LinkedIn come from employees.

Employees are 14 times more likely to share content from their employers than other types of content on LinkedIn.

38 pinterest audience overview users

demography

use

brands on ig

Pinterest has 335 million monthly users (a 26% increase, year-over-year).

28% of Americans use Pinterest, making it the fourth most popular social platform in America.

Pinterest has doubled in size since 2016 (they had 160 million users at the time).

72% of Pinterest users are women, 20% are men and 8% do not specify their gender.

Pinterest is growing faster internationally (the platform saw 35% growth) than in the United States (8% growth).

41% of Pinterest users are between the ages of 25 and 34.

Compared to 2018, Pinterest had 6 times more video views in 2019.

85% of Pinterest usage occurs on mobile devices.

Pinterest users have doubled the number of pins in three years, from 100 billion in early 2017 to 200 billion in early 2020.

75% of people on Pinterest are "very interested" in new products (compared to 5 5% of users on other social platforms).

People who use Pinterest are 29% more likely to try a new product in the first 10 months after its launch.

Retail brands see a 2X higher return on public spending on Pinterest, compared to other social platforms.

39 tiktok audience overview users

demography

use

TikTok was the most installed app in the first quarter of 2019.

Has 800 million monthly active users, which makes it the sixth most used app in the world.

TikTok has nearly 100 million monthly active users in the United States.

60% of TikTok users are in China.

69% of TikTok users are between the ages of 16 and 24.

TikTok is now available in more than 200 countries.

In the U.S., the vast majority of TikTok users are below 30-years-old Users spend 46 minutes a day in the app.

The majority of people use TikTok to find funny/entertaining content

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THIRD SECTION what’s a social media strategy?

To maintain context, we summarize agora's social marketer goals:

A social media strategy is a detailed blueprint that answers the what, when, how, and why for all the content you post on your business’s social pages. It's about set goals that make sense for your business.

Increased acquisition of new collaborators Increase brand awareness Drive traffic to Agora's website Increased Social Media Engagement Growth the Online Community Target new users by passions or hobbies Multichannel campaigns Generate new leads Grow revenue (by increasing signups ) Boost brand engagement

The information will be divided as follows to broadly cover each aspect

CONTENT MARKETING STRATEGY

SOCIAL MEDIA MARKETING STRATEGY

41 CONTENT MARKETING STRATEGY

Content is the most important factor in a marketing strategy, it is the means that will connect the right people with the right information at the right time.

The better content you write, the more chance you have of getting a higher search engine ranking for SEO, informative educational content and meaningful.

This section only focuses on the Agora's website, and the content that is shared on it.

Business Objectives

Goals

Improve lead generation

Newsletter sign ups

Improve web traffic

plan actions

Referrals from content to brand

Produce 2-3 articles (blogs) per week on its blog web site, content that belongs to the following 4 categories: How- to guides Tips and tactics Case studies Industry events (upcoming events relevant to art industry)

*This is by way of example but not limiting, it only includes the type of content that more people are looking for on the internet, and in order to attract more readers to the website.

42 What content is the target audience of agora are looking for on the web?

The following examples were added to illustrate the relevant content that the agora user target seeks, only design and art were analyzed.

The information was taken from the "ask the public" website.

main topic: design

The following information was compiled from the "ask the public" website, in a search of the American market.

43

main topic: design

The following information was compiled from the "ask the public" website, in a search of the American market.

44

main topic: art

The following information was compiled from the "ask the public" website, in a search of the American market.

45 According with the “Social Trends 2021” by Hootsuit:

SOCIAL MEDIA MKT STRATEGY

“On average, 32% of key demographics (Gen Z, millennials, Gen X, and baby boomers) say “finding funny or entertaining content” is their main reason for using social media.

And data from Morning Consult shows that useful and entertaining ads are most likely to drive purchases, as consumers increasingly crave a return to normalcy.

The 80-20 rule will be followed: 80% of your posts must inform, educate, or entertain your audience.

20% can directly promote their brand.

actual social marketing strategy

plan actions

Agora's main network (where more publications are made and there are more followers) are instagram, followed by LinkedIn and finally Twitter.

The publications on social media will refer to the articles of the magazine, to implement the user enters the website to read the full article. (increase organic traffic) This by including only an excerpt of what the article is about, which is interesting enough to attract the reader's attention.

In each social network, the extract that will be shared with the reader it will be different, focusing on the language of each social network. It's important to say that it's not a copy of the same message on all social networks.

Implement the use of Facebook, Twitter and LinkedIn, as major networks, since they're the most used for the type of Agora's business.

Implement agora's presence on Pinterest and Tiktok.

46 posting frequency recommendations:

Instagram (feed): 3-7 times per week Facebook: 1-2 times per day Twitter: 1-5 times per day LinkedIn: 1-5 times per day

1. Run a contests or giveaways 2. Host an AMA Tap into your audience’s insatiable curiosity with an “ask me anything” live stream session. Focusing the AMA on a specific topic.

3. Host a challenge

social media content ideas

4. Create a how-to or tutorial Share your expertise with a tutorial or how-to video. This gives value to your followers and cements your status as a true pro in your field (or at least gives you cred as an entertainer).

5. Celebrate “National Whatever Day!” There are a trillion quirky holidays — and you may as well use them for a bit of inspiration.

6. Do a “This or That” poll 7. Go behind the scenes Whether it’s a live video or an edited one, your audience loves to get the dirt on what’s happening behind the scenes — so serve it up.

8. Share a reading list or playlist 9. Tap into a trending topic 10. Introduce your team members Spotlighting the real people behind your brand who have helped it for weeks, months, or years is a great way to show off your appreciation — and humanity.

thank you for your time :)