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Final Report

Marybeth Schmitt
Lindsay Carns
Janine Brannis
CJ Riculan

BRS Social Media Team

Lindsay
Analytics

CJ
Project
Manager

Janine
Account
Manager

Marybeth
Social Channel
Manager

Overview

Opened in 2013
Provide: music lessons, space
rentals, living room concerts,
summer camps, small retail
counter
Target Audience:
Music Lessons: All ages
Summer Camps: Children
ages 8-18
Living room concerts:
College students and young
adults 18-24 year olds

Brand Voice

Process
Project Manager and
Account Manager assessed
weekly activity throughout
each stage of the process
to maintain the brand voice
and goal achievement.

Analytics monitored all


messages to be sure they
aligned with the brand voice
and reflected weekly weekly
modifications.

Social Channel and Project


Managers created content for the
local NRV community to view and
engage with.

Account Manager, Social


Channel Manager and Project
Manager managed and
continued conversation.

Key Performance Indicators

Main Channel

Role

Types of Content

Measured by

Promoting relevant
events and
information

YouTube Videos,
Pictures, Quotes, Viral
Videos, BRS
Information, Events

Likes
Impressions
Shares Comments
Responses

SMART Goals

Increase overall Facebook likes by 35-40 (15%)

Increase continuous YouTube views through posts on


Facebook

Increase summer camp enrollment by 5%

Promote concerts to increase attendance by 10%

Post engaging content on Facebook, with at least 100


impressions, 3 times per week

Facebook: Main Channel

Content Calendar

Facebook Modifications
Week 2

Post more content that isnt


solely promoting Blueridge
(80/20 rule)
Increase posts with visual
attachments, such as
Name That Tune Tuesday
Respond to fans
comments/questions as
soon as possible
Post in afternoon (between
1pm and 9pm)

Facebook Modifications
Week 3

Work with the client to reduce repeat


information
Increase content containing pictures
and videos
Humanize the brand
Cover photo update

Week 4

Stay in touch with key influencers


keep the conversation going
Continue with Name That Tune Tuesday
Engage with other Blacksburg pages
(church groups, after school programs,
etc.)

Facebook Outcomes

Increase of 107 Facebook likes


(43.5%)
Weekly reach increased over
400%
Average engagement increased
approximately 300%

Key Influencers

Two key influencers: Steve Tardy & Andy Bowyer


Engaged with the content by liking, commenting, &
messaging the page.

In order to connect further, we


were quick to respond to their
comments and take part in
casual, humorous
conversation on the Facebook
page.

Most Engaging Posts

Name That Tune Tuesday


Videos that had a call to action for
engagement, continued to be the
most popular post each week

Name That Tune

Highest Reach

Most Engaged

Highest Audience Retention


Rate

Name That Tune - #01


Week 1: mar 25-apr 01

Name That Tune - #02


Week 3: apr 08-apr 15

Name That Tune - #03


Week 4: apr 15-apr 17

Final Snapshot
Increase overall Facebook likes by
35-40 (15%)

: More than doubled our goal of 15%


increase in likes: increase of 43.5%

Increase continuous YouTube


views through posts on Facebook

: Increased continuous YouTube views by


posting on Facebook

Increase summer camp


enrollment by 5%

X: Did not increase summer camp


enrollment by 5%, although 25-30 people
said they would likely sign up soon

Promote concerts to increase


attendance by 10%

: Increased concert attendance by 1520%

Post engaging content on


Facebook, with at least 100
impressions, 3 times per week

: Posted on Facebook at least 3 times a


week, with at least 100 impressions per
post

Key Recommendations

Continue
with Name
That Tune
Tuesday and
designate a
small prize

Focus
on shows
with real
time social
media
marketing

Utilize
performers
as key
influencers

Implement
the 80/20
rule more
efficiently

Develop
Instagram
as a second
social media
channel

Questions?

References
Blueridge Rock School. (n.d.). Blueridge Rock School. Retrieved April 30, 2014, from http://www.
blueridgerockschool.com/
"Blueridge Rock School." Facebook. N.p., n.d. Web. 21 Mar. 2014. <https://www.facebook.
com/BlueridgeRockSchool?ref=hl>.
Harbison, N. (2012, December 16). The Beginner's Guide To YouTube Analytics. TNW Network All Stories
RSS. Retrieved April 30, 2014, from http://thenextweb.com/google/2012/12/16/the-beginners-guideto-youtube-analytics/3/
Social Media Management. (n.d.).Dashboard. Retrieved April 30, 2014, from https://hootsuite.com/
Social Networks Instagram Icon. (2014, April 1). Icon Archive. Retrieved April 30, 2014, from http://www.
iconarchive.com/show/icons8-metro-style-icons-by-visualpharm/Social-Networks-Instagram-icon.
html