-725170-4445000-4667251133474

-725170-4445000-4667251133474

Social Media Strategy

Report

Social Media Strategy

Report

October 2021

ORGANISATION NAMEStudent/ Number:Tutor:

-7251706546850004951730735399700

Table of Contents

TOC o "1-3" h z u Social Media Campaign Title PAGEREF _Toc83389022 h 3Introduction PAGEREF _Toc83389023 h 3Defining the idea PAGEREF _Toc83389024 h 3Objectives and goals PAGEREF _Toc83389025 h 3Content Strategy PAGEREF _Toc83389026 h 3Managing the campaign PAGEREF _Toc83389027 h 3Evaluating the campaign PAGEREF _Toc83389028 h 4Reference list PAGEREF _Toc83389029 h 4Appendix PAGEREF _Toc83389030 h 4

Social Media Campaign TitleIntroduction

(approx. 200 words)

Summarise the key points of your campaign

Defining the idea

(Your creative concept) (approx. 150 words)

Introduce, explain and justify the creative concept of your campaign

Objectives and goals

(approx. 150 words)

Explain your SMART objectives

Content Strategy

(approx. 600 words)

Explain the owned and earned social media strategies you will implement in your campaign. Support and justify your strategy with academic/ industry discussed in the unit and independent research.

Describe and justify the 3 designed content pieces/elements for 1 week of social media campaign in 1 or more social media channels. Why will these elements be effective and perform well on each of your chosen channels with your target audience?

Managing the campaign

(approx. 500 words)

Explain when, how and which pieces are you going post and distribute across one or different social media platforms. Why did you select that particular time frame? How will you monitor and listen to (tools) the campaigns target audience? Support your argument with academic/industry literature.

One Week Calendar (From MM/DD to MM/DD)

Monday

(D#1) Tuesday

(D#2) Wednesday

(D#3) Thursday

(D#4)

Friday

(D#5) Saturday

(D#6) Sunday (D#7)

Facebook (Time, caption, hashtags, mentions) Instagram (Time, caption, hashtags, mentions) Twitter

(Time, caption, hashtags, mentions) YouTube

(Time, caption, hashtags, mentions)

Evaluating the campaign

(approx. 400 words)

Explain how to connect the organisation and campaign objectives to specific social media channel metrics and other key performance indicators as ways to measure success.

Reference listAppendix

Please attach at least 3 designed content pieces/elements in your campaign. If you decide to include video/audio stories, you want to be sure they last no more than 1 minute each for this project. Attach the necessary pieces as an unlisted YouTube video for your tutor. Make sure any links provided are working.

B105 Brisbane QUT Client Brief

Client Background

Focusing on hit music, old-school favourites and RNB Fridays with hit shows such as Stav, Abby & Matt during Breakfast, and Carrie & Tommy for Drive, B105 along with Digital radio channels Buddha Hits, Easy Hits, Old Skool Hits and Urban Hits entertains 728,000* Brisbane radio listeners every week.

Our audience want to be uplifted when they listen to the radio. Its about escaping the everyday mundane, while connecting to who and where they want to be. They crave energy from their radio experience and look to us for the exciting moments through their day stories to tell others, and to sing and dance along.

Part of the Hit Network, B105 targets under 55s and strongly delivers a female audience 25-54 years.

* Source: GFK Radio Ratings. Survey #5 2022. Brisbane. All People 10+. The B105 Brand. Mon-Sun 5:30-12mn. FM + DAB+.Cume.

Business Objectives

Increase Brand Recall/Awareness of B105 and its digital brands

Increase cumulative audience (listeners per week) beyond 728,000

Increase time spent listening each day

Current use of social media

Currently, B105 primarily uses its social media channels as a supplement to its on-air content: such as highlights of some the breakfast shows Stav, Abby & Matt top topics discussed or featured; or promotion of the latest competition. It also allows:

Listeners to interact with the station in a more tangible, visual way

B105 to respond to enquiries and listener feedback

Share up-to-the-minute news relevant to the community

Build top-of-mind awareness with Brisbane radio listeners

B105 and the Hit Network are currently active on Facebook, Instagram & Tiktok.

1 week social media campaign

At the beginning of September, the Hit Network launched Blender Beats a new digital radio station available to listen to via the LiSTNR app, Digital Radio and Smartspeakers. The station features todays top and old-school hits blended into mashups by DJs, primarily aimed at an under 30 audience; younger than the main B105 station. The team wish to leverage the B105 social media channels to begin building awareness and trial of this new station with the Brisbane audience, and leverage word-of-month where possible.

We aim to promote Blender Beats to Brisbanites through a one-week social media campaign. The objectives of this campaigns should be aligned with B105s general business objectives (as stipulated above). However, outside of our usual target demographic, for this campaign we would also like to target younger listeners between the ages of 16-24.

We expect a content strategy for each of the social media platforms our brand has a presence on, and we welcome suggestions to tailor the social media storytelling campaign to new platforms we are not currently using (e.g. WeChat, Pinterest or Snapchat).

In order to maximise content reach, this social media campaign will:

prioritise content that promotes audience engagement through personal connection, intrigue or storytelling

engage with influencers to gain greater exposure to wider brand-aligned audience

ensure video is a key component in social media content creation.

Increasing audience engagement will attract and nurture listeners relationships with an online community that will ultimately encourage listenership, and ultimately increase time spent listening to Blender Beats and B105.

This campaign will follow the brand-aligned voice of the organisation on all social media channels by engaging in dialogue to inspire, stimulate and drive consumer engagement in a timely, effective and positive way. The tone and style of content posted within this campaign must be tailored to the target audience of the campaign. This focus will ensure we build relevant and purposeful relationships with our audience, encourage strong word of mouth and brand advocacy.

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