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The Social Media Campaign

Jess Vician
Andrew Zamorski
Liz Knachel
Rachel Wiendt
John Domanico
Kelson Fagan
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Objective Of the prOject
Specific GOalS
Summary Of OutcOmeS
primary recOmmendatiOnS
2
the apprOach tO deSiGn SOcial media campaiGn
deScriptiOn Of the client
client Specific Objective
GrOup Specific Objective
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Where WaS client With SOcial media?
What did they have?
What did they need tO Obtain GOal?
audience analySiS
technOlOGy uSed by cOnSumerS
perSOna
data-baSed deScriptiOn Of cOnSumerS
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PROPOSED
SOcial media OutletS
planS fOr diSSeminatinG infOrmatiOn

cOmmunicatiOn channelS that needed
eStabliShment
IMPLEMENTED
deScriptiOn Of campaiGn
SOcial media OutletS uSed
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deScriptiOn Of What WaS fOund
cOnSumer feedback
tWeetS, friendS, uSaGe, netWOrk penetratiOn
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What WOrked the beSt
What didnt WOrk
planS fOr the future
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hOurS Spent On prOject tOtal/per GrOup member
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detailed plan fOr client
reSOurceS tO learn tO uSe tOOlS
lOG in infOrmatiOn, etc.
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hOW did yOu cOntribute tO prOject?
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reflectiOn
leSSOnS learned
cOmmentS
1. ExEcuti vE Summary
2. ObjEcti vE Of thE
Study
3. NEEdS aNalySi S
4. PrOjEct PlaN/
StratEgy
5. rESultS
6. rEcOmmENdati ONS
7. aPPENdi x 1
8. aPPENdi x 2
9. aPPENdi x 3
10.aPPENdi x 4
E x E c u t i v E
S u m m a r y
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O B J EC TI VE O F THE P R O J EC T
The objective of this project is to create a stronger social media presence for the band Workout Music, to engage
with their current fan base, and to increase the number of new fans and followers on their social networking sites.
1. To utilize social media
tools such as Facebook, Twitter,
YouTube, Tumblr, Flickr,
podcasts, print media, and
Craigslist to reactivate loyal
Workout Music fans (increase
number of Facebook likes,
Twitter followers, and YouTube
viewer subscriptions).
2. To utilize social media
tools such as Facebook,
Twitter, YouTube, Tumblr,
Flickr, podcasts, print media,
and Craigslist to reach a new
fan base (increase number
of Facebook likes, Twitter
followers, and YouTube viewer
subscriptions).
3. To assess the bands brand
voice and persona to align with
the social media campaign.
4. To assess the bands current
use of social media, including
the frequency of use and
technical experience.
5. To successfully launch a
social media campaign, which
includes the creation of essential
social media platforms the band
does not currently utilize and
to engage fans on current social
media platforms.
6. To teach the band to
maintain the implemented
social media strategy.
S P EC I FI C G O ALS
This social media campaign has six specifc goals:
S UMMAR Y O F O UTC O MES
facebOOk
tWitter
yOutube
tumblr
flickr
pOdcaStS
1561 likeS
90
900
--
nO viSitS
nO vieWS
nO liStenS
1666 (+105)
117 (+27)
60,507
(+59,607)
157 (+157)
7 (+7)
180 (+180)
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P R I MAR Y R EC O MMEND ATI O NS
Update and post to
Facebook on a daily basis.
Continue using
facebook as a social media
hub, but incorporate other
tools into facebook posts.
Increase interactions
with followers on social media
platforms.
Maintain all social
media connections on a
daily or weekly basis (site
dependent).
Defne the bands
direction and future objectives
regarding social media.
Establish social
media roles for the band.
Keep track of
followers from each social
media site.
O b j e c t i v e
Of the study
These recommendations will help the band engage with
fans* on a more consistent basis and through multiple
platforms. We realize that each fan has a different
platform of choice and by broadening our use of
platforms and hyperlinking them together, we can reach
out to as many fans as possible and engage them in a more
thorough way.
* fOr the purpOSe Of thiS repOrt the term fan referS tO fOllOWerS Of the band On theSe SOcial media platfOrmS.
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D ES C R I P TI O N O F THE C LI ENT
John Domanico introduced the group to Workout Music, as he has
done video and recording work with the band in the past. Workout
Music is a rock band from Chicago Heights, now performing in
Chicago venues such as the House of Blues and the Double Door.
In 2010 they won WGNs Breakthrough Band contest, gaining
recognition and triumphing over 73 other hopeful bands. Workout
Music combines rock n roll with original dance beats and a live show
featuring silly string, balloon drops and energetic on stage antics.
They reach out to their fans with humorous videos on stage and on
YouTube, which the fans seem to enjoy based on crowd feedback and
YouTube viewing numbers.
The bands brand image includes their scorpion logo, which is
present on various merchandise items for sale, and their name
Workout Music. To play on the term, the band sells merchandise like
sweatbands and features videos on stage of people working out.
C LI ENT S P EC I FI C O B J EC TI VE
1. Post material to social media platforms to showcase band
members, band personality, new music tracks, new YouTube videos
and increase fan interaction.
2. Re-engage current fans through increased interactivity on social
media platforms.
3. Gain new fans through social media platforms.
4. Increase their following in different states.
5. Increase ticket sales.
6. Increase distribution of their album Dance.Sweat.Rock.
1. Update bands existing social media tools (Facebook, Twitter, YouTube).
2. Create new social media tools (Tumblr, Flickr).
3. Increase followers and page views on existing social media platforms.
4. Generate unique engagement tools (podcasts, photography shoots, fyers,
video, and Craigslist postings) to increase online presence.
5. Promote the February 4th Double Door concert and March 9th Elbo Room concert.
6. Educate the band on how to maintain social media strategy efforts.
G R O UP S P EC I FI C O B J EC TI VE
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N e e d s
A N A l y s i s
WHER E WAS THE C LI ENT?
The band had already established their presence on these social media platforms:
W
orkout Musics Facebook page included limited band pictures, music samples, and
infrequent posts. The content of these posts was often brief and irrelevant to the bands
message. The band had a decent grasp of how to use the tangible tools of the site - linking,
uploading pictures and video, posting updates - but lacked the theoretical knowledge behind what
content they should utilize to interact with fans.
The band essentially utilized Twitter as an arm of facebook. There were no original twitter
posts, only content that was forwarded from Facebook. The band did not login to twitter to review
any mentions or direct messages and thus the fan interaction was non-existent. The band followed
irrelevant and personal Twitter contacts, instead of infuentials like venues, industry insiders, fans and
other bands.
The band had a YouTube page that featured promotional, humorous videos for upcoming
shows, clips from live shows and gag videos. However, it did not house all of their video content,
some of which was hosted on Facebook. Additionally, they did not brand the YouTube channel with
logos or themes that matched their current artwork.
The band had not established an independent website. There was not a central location for
Workout Musics content. We determined they needed a site to host photos, podcasts, band member
bios, interviews, and Workout Music merchandise. The band was hesitant to create a page because
they were worried about not being able to maintain it regularly.

WWW.facebOOk.cOm/WOrkOutmuSic http://tWitter.cOm/WOrkOutmuSic WWW.yOutube.cOm/uSer/WOrkOutmuSic2010
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AUD I ENC E ANALYS I S
WHAT D I D THEY NEED TO O B TAI N THEI R G O ALS ?
buyer perSOna
Name: Vanessa
Age: 24
Gender: Female
Family: Most likely single or in a
relationship, not married
Role: Party girl. Likes to stay out
late. Very social.
Hobbies: Listening to music.
Having fun. Dancing. Playing
online games.
buyer perSOna
Name: John
Age: 27
Gender: Male
Family: In a relationship, not
married
Role: Works 9-5, spends time off
at home or at the bars with
friends or girlfriend.
Hobbies: Music. Video games.
Reading.
P ER S O NA
T
he band needed to learn the theory of how to utilize their social media platforms to
properly communicate a solidfed message and brand to their fans. We realized the
band had already established a live persona as a fun group of guys and that needed
to translate to their social media platforms. To properly shape an online persona they needed
more relevant content which included new YouTube videos, podcasts, individualized band
member biographies, photos and a central location to house and distribute all of this new
content.


T
hrough interviews with the band and our own initial research, we
discovered that most of the fanbase were in their late teens to late twenties
and used the technology appropriate for that age range. We concluded
that most, if not all fans, had smartphones, computers with internet access, mobile
music devices, and Facebook, YouTube, and Twitter accounts.
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P r o j e c t
S t r a t e g y
agE dEmOgraPhi cS
(takEN frOm facEbOOk i NSi ghtS)
lOcati ON dEmOgraPhi cS
(takEN frOm facEbOOk i NSi ghtS)
gENdEr dEmOgraPhi cS
(takEN frOm facEbOOk i NSi ghtS)
2 5 - 3 4
18 - 2 4
49%
31%
56%
44%
fEmalE
malE
82%
frOm chi cagO
Or chi cagO hEi ghtS
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Create band fyers to
post and promote in
neighboring businesses
and picture cards to
hand to fans after their
picture is taken. The
card has the Facebook
address on it, so fans can
see their pictures
posted on Facebook after
the concert.
Create a Tumblr page
so the audience can see
all the Workout Music
information in one
central location.
Register a Flickr account
and upload pictures
in hopes of sparking
audience participcation
post concert. Photos
would also be posted on
Facebook so people can
tag themselves in photos
and
share with their friends.
S O C I AL MED I A O UTLETS
Create Facebook Mad
Libs to get the fans
participating online. The
Mad Libs are intended
to represent the fun
persona of the band
while interacting with
the audience.
Post original material
to Twitter several
times a day to promote
upcoming shows, the
band, the album,
and connect Twitter to
other Workout Music
social media platforms
Create new YouTube
videos and podcasts
to generate buzz
and introduce band
members to the fans in
unique ways.
Author Craigslist ads
as a creative way to
promote the concerts
and reach an audience
other than their current
fan base.
A car wash - a phrase
coined from ESPN where
athletes are interviewed for
podcasts, multiple television
shows, and Internet content
- was set up to allow us
to get all of the content
needed for Phase 2 in
one sitting. The content
included: 1) biography
interviews 2) photographs 3)
podcast interviews 4) video
interviews.
We provided live Facebook
updates and tweets
broadcasting the car wash.
Assignments:
A. Jessica and Kelson -
podcast recordings
B. Liz - brainstorming with
band for February concert
C. Andrew - brainstorming
Craigslist ads
D. Rachel - brainstorming
with band, live Facebook
posts, photography
E. John - flming and
biography interviews
I NFO R MATI O N D I S S EMI NATI O N
Kelson created a Tumblr page that acts as a central hub for
all information dissemination. The page acts as the bands
homepage.
Rachel created a Flickr page to showcase fan photographs
taken at the February concert. The site should be used as a
photographic hub for fans to locate their pictures and fnd band
member pictures from the car wash.
Rachel, Andrew, and Kelson posted Craigslist ads promoting the
show to capture an outside audience.
Liz created fyers to
promote the show with a
tangible element.
Jessica produced original
content for Twitter and
increased interactions with
followers on the site while
disseminating information
and links to the other
platforms. Through this
approach and promoting
the bands upcoming shows,
she established ties with
infuential nodes.
John shot video during the
car wash to be added to
the YouTube page. He also
organized the page and
added a graphic design to
further the bands brand.
Jess and Kelson created
podcasts focused on the
bands musical process
and preferences. Kelson
published them on iTunes,
a service that millions of
people use.
The group decided to break the campaign into two
distinct phases. Phase 1 involved promoting the
February 4th Double Door show. This intial phase
would act to drive fans to the show and produce content
that would generate excitement among fans for the
show.
Phase 2 would recap the show for fans, running contests
and asking questions of audience members and would
also provide fans with more information about each
band member. To generate enough content to maintain
fan interest we needed to break down the band and
spotlight each member on a weekly basis.
The points found in the side columns represent the
outlets we planned to use to accomplish these two
phases.
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Meet the band to gather content for phase 2 and
educate ourselves on their current social media
presence and brand.
Access social media permissions from the band
to established accounts such as Facebook,
Twitter, and YouTube.
Communicate with the Double Door for All
access passes to the February concert which
would allow us to capture and generate content
from start to fnish of the live show.
Access available technology such as video
cameras, audio recorders, professional-level
photography cameras.
Set up a Dropbox account to communicate with
each team member on progress with assigned
tasks, as well as the professor.
C O MMUNI C ATI O N C HANNELS
ES TAB LI S HED
I MP LEMENTATI O N TI MELI NE
P HAS E 1 - P R O MO TE D O UB LE D O O R
Rachel and Andrew
Gained access to bands
Facebook account. Began
posting and promoting
February concert.
Jess- Gained access to bands
Twitter account. Began tweeting
and posting to promote February
concert and album sale. Created
labels to stick to CDs, to be given
out at concert, which included links
to Facebook, Twitter, Tumblr, and
QR code linking to Facebook page.
Andrew - Placed Craigslist.org ad.
Kelson - Created and designed a
new Tumblr page, complete with
links to other social media:
Facebook, Twitter, and YouTube.
Created QR code with signature
Workout Music graphic in the
background.
John Gained access to YouTube and set
up account for fan subscriptions.
Liz- Created graphic design image
to be used to promote February
concert in a digital fyer, printed
fyer, image for video credit.
Created cards to pass out at concert
once a fan has their picture taken,
to direct them to Facebook page so
they can tag their photo.
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2 1
P HAS E 2 - G ET TO KNO W THE B AND
Gathered content at the
car wash and then at the
February 4th concert for
distribution at a later date
Week 6 - Ben

Introduced Ben to the Workout
Music fans on our Tumblr,
Facebook and Twitter platforms.
We posted a childhood picture, a
bio, and a podcast featuring ben.
Week 9 - Chris
The campaigns fourth week
featured Chris and included a
childhood picture, bio and a
podcast. additionally, we created
a mad lib and asked fans for
verbs, adjectives and nouns. At
the end of the week the Mad
Lib was posted to Tumblr and
Facebook.
Week 7 - Scott
The second week of the campaign was Scott
week. We posted a childhood picture and bio
to Tumblr and a podcast was posted to iTunes.
Our Twitter and Facebook feeds linked fans
to the Tumblr and podcasts respectively and
introduced fans to these new social media
platforms.
Week 8 - Tim
The campaigns third week
featured Tim and included a
childhood picture, bio and a
podcast.
S o c i a l
M e d i a
With Phase 2 we wanted fans to get to know the band a bit better. Each week
we provided content that gave fans a closer look at the band as individuals,
while mainting the fun persona of the band. We realized that fun social
interactions (Mad Libs, Random Questions) and band related content needed
to be congrous. Fun content can become stale for fans if it doesnt pertain to
the band, while promoting just band content can lead fans to be turned off by
another daily promo. We handed out cards at the
concert informing people
they could tag themselves in
Facebook pictures after the show.
Whoever was voted to have the
best Workout Music Gear
would get to join the band on
stage at the next show.
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Between January 27, 2012 and March 1, 2012, we added over 100 fans and
created over 30 Facebook postings. In addition to status updates, we posted
photographs, polls, and links to our other social media sites. To increase
awareness and visibility of the band, we began following bands, venues, local
restaurants and breweries and Chicago entertainment sites. We added them as
favorites for Workout Music and wrote a comment on their page. For example,
we posted on Double Doors page with a link to buy tickets and said that
we were very excited to be playing there on Saturday night. Existing fans of
those pages might click on our post and this would also draw attention back
to Workout Music. Our team focused on strengthening rapport with existing
infuentials in the Workout Music network and targeted infuentials outside
of their direct network to eventually reach new marginals. As with Twitter,
we began to establish relationships with music venue and local entertainment
infuentials. Other bands and musicians were useful contacts, especially
Farraday. They are a similar band that has a very strong social media campaign
and we used their large fan base to our advantage by making Workout Music
known to them.
The band also asked us to focus on booking agents who acted as brokers.
These are people who are the gatekeepers to booking new venues locally and
throughout the Midwest. They want to see pictures of the band with a lot of
fans who are having fun. By presenting a more professional image and a page
that has a lot of fans and interaction, Workout Music is likely to be approached
by these brokers.
The majority of the message content in the Facebook posts promoted upcoming shows and provided links to other Workout Music
websites like the YouTube channel and Tumblr. We encouraged interaction through open-ended questions, polls, and fun postings.
Our postings adhered to current and timely events and we made sure that we responded to all of our fans comments.
One of our biggest successes with Facebook was seeing increased posts by the band. They began to understand what fans wanted
to see and hear from them. This led them to share inside info like a picture from practice or the scoop on a new song. The fans
responded very well to this and we feel comfortable with the progress that the band is making.
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When our group began working with
Workout Music, they had a Twitter account
but did not actively use it. The posts were
imported directly from Facebook and
there was not original content for Twitter.
The band had a seemingly random list of
people they were following, many posting
in Spanish and unrelated to the music
industry. The band confrmed that they were
following people on the @workoutmusic
account for personal reasons.

After taking control of @workoutmusic
Twitter administrative rights, we started
posting original text, often linking to the
Facebook page, Tumblr page, and podcasts. The group determined
that the Facebook page would be the primary social media platform
for the band, since they used it the most frequently and each member
understood the logistics and basic fan demographics. Based on this
determination, through our Twitter posts we encouraged followers
to click on links to the Facebook page for detailed band and show
information and music samples. We promoted individual band members
and linked to the Tumbler page several times a day when we released
band member bios or podcasts. We included links to ticketing sites for
a week and a half before a show and mentioned the venue in posts
promoting those shows.

In order to maximize Twitters potential to increase interactivity with
fans and establish relationships with music industry infuentials, we
assessed the @workoutmusic Twitter network. We started following
our active followers to get a pulse on what fans are talking about. We
also started following venues where the band has played in the past,
was scheduled to play at in upcoming months, and where they would
like to play in the future. We interacted with these followers by sending
messages, responding to their messages, and retweeting any interesting
and music-related posts. Through these strategies, we were retweeted
17 times and mentioned 60 times in six weeks, therefore reaching the
networks of those who retweeted our messages and mentioned our
handle in their posts. By actively posting original content to Twitter and
engaging directly with current and potential followers, we added 27 followers, 241 posts, started following 49 additional
people, including infuentials (music industry) and marginals (fans).
As a special Twitter feature, we live-tweeted the February 4th CD release party at Double Door. Throughout the
evening, we tweeted green room, crowd, and band photos, along with lyrics from songs as they were played and the set
list. Following the show, we posted messages thanking specifc fans we knew were at the show and thanked the venue
and the bands with whom we shared the bill. We had heavy interactions with three followers during this live-tweeting
session, but did not receive an abnormally high amount of retweets or mentions. Since there was not a high increase in
activity from followers on the Twitter page as a result of the live-tweeting and the band will not have a team member
available to live tweet during their shows in the future, we would not recommend continuing this feature during future
shows. Tweeting from the green room and immediately following the show is still encouraged to build excitement before
the show and carry the energy after the show.
At the beginning of the project, we also reached out to non-followers on Twitter who were using the #workoutmusic
hashtag. They were referencing good music for working out, so we replied to their messages by suggesting they listen to
Workout Musics dance rock and provided a link to the Facebook page for music samples. Based on our link analysis,
we found that just under 50 percent of people who
received these messages clicked on the links. There
are less than 10 #workoutmusic hashtags posted
per day on Twitter, so the band can continue this
project in the future if they have about ten spare
minutes.
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One of the main issues with the band was that they did not
have a website that could bring all of their content together
- tour dates, information, music and contact info. Tumblr is
an interesting social media tool because it serves as an easy
way for people to re-blog content, but it also allows users to
manipulate CSS and HTML codes to create their own website
that can be easily updated like any blog. When we looked into
creating a website for the band we chose Tumblr because of
this customizability and for the ease of use when we hand it off
to the band after the project. The band will only have to log in
to a home page and from there, click one button (image, text,
link, etc) to share information about their band. We completely
took over the original template that Tumblr used to create a
page that really represented Workout Music. We utilized pink
and black as the color scheme - pink is a color they seem to be
represented with because of their party style. The Tumblr is
broken up into six sections.
Home - This is the frst page people will see when they arrive at
the page, it has a sidebar for tour dates and a bit of information
about the band. The opposing side contains the content which
can easily be updated.
About - This is a fairly straightforward page that has the bands
own description of themselves.
Shows - A list of the bands upcoming shows.
Bios - During our project this was an ever growing section that
we updated weekly. Each week we added a new band member
with silly information about that member. We felt that this fun
bio of each member, including childhood picture, really kept up
with the fun nature of the band and their fans.
Music - The band has their music all over the web - iTunes,
Amazon, etc. - yet they didnt have one centralized location to
let people listen or know about it. We added a Reverb Nation
widget that let fans stream all of their music right from
the Tumblr page and below that we added links to the
stores where people could buy their music.
Contact - Another straightforward page with contact
information for the band for booking purposes.
While Tumblr is a social network, we were essentially
using it as a one way conversation and that wasnt
intentional. When you join a social network you look
for your friends, but since Tumblr is a different type of
animal, we didnt make the effort to start following others
and subsequently have them follow us. If we had the time
this wouldve been something we should have expanded
on. The more people that follow you, the more your
information has the opportunity to be shared. It wasnt
until this past week that we got a reblog on Tumblr for
our mad libs post.
We tried to track how users were using the website
through Google Analytics and we launched that on
February 13. The numbers were not terribly massive - the
frst day we launched the site to 18 visitors and from that
point until this past week (week 9) we averaged about 3
visitors per day. This is possibly due in part to the newness
of the site - fans werent used to it being there and since
we were adding content weekly, instead of all at once,
users did not have a ton of reasons to come back.
This past week was a bit of an aberration - the
mad libs that were promoted on both Facebook
and Twitter were eventually posted on Tumblr
and we believe people wanted to see the fnal
outcome. Thus in week 9 we had 54 visitors,
peeking at 27 for Wednesday. This all makes
sense, we promoted the mad libs on the other
social networks, created a want to see them and
then placed that reward on the Tumblr, giving
people a reason to visit the site.
In total, the site received 115 visits as of this
writing - 59% new, 41% returning visitors. There
were 388 page views - which
breaks down to over 3 pages per
visit, and the average time spent
on the site was about 2 minutes.
While these numbers might seem
small, it makes sense for a band
page. People are coming to the
home page to check out news,
then looking at tour dates, the
bios and the music and then they
are leaving. The fow of the site
was pretty evenly distributed to
the sub pages.
viSitOr
OvervieW
WebSite flOW
2 8
2 9
tO try tO keep cOntent GOinG fOr each individual
band member We develOped the idea fOr a ShOrt
pOdcaSt With each One. SO durinG their Week
a band member WOuld have a biO pOSted, a baby
picture pOSted and a pOdcaSt With him. StartinG in
the SecOnd Week Of february We releaSed a neW
pOdcaSt With a band member each Week.
the pOdcaStS Were juSt a caSual cOnverSatiOn With
each member With tOpicS ranGinG frOm their muSical
influenceS tO inStrumentS they uSed tO funny
anecdOteS abOut their recOrdinG SeSSiOnS. each
pOdcaSt alSO featured that Specific band memberS
favOrite SOnG frOm the album they are tryinG tO
prOmOte. SO midWay thrOuGh the pOdcaSt, Wed play
the track and diScuSS What it meanS tO them.
the pOdcaStS Were recOrded in tWO Separate
SeSSiOnS - We Were able tO Get 4 memberS befOre the
ShOW and then 2 memberS durinG the ShOW. Once
all the audiO WaS recOrded, kelSOn edited the fileS
dOWn, equalized them and added in muSic. he then
uSed the Service pOdbean.cOm tO have thOSe SOnGS
available On ituneS. pOdbean Will autOmatically
Send neW pOdcaStS tO the ituneS directOry and fanS
can SubScribe tO have theSe pOdcaStS autOmatically
dOWnlOad.
pOdbean allOWS very Simple trackinG at their free
level - hOW many dOWnlOadS did each pOdcaSt Get.
the firSt pOdcaSt GOt 55, the SecOnd Week WaS 30,
then 32 and aS Of thiS WritinG the 4th Week aS 4. We
aSked peOple tO SubScribe thrOuGh ituneS and alSO
tO revieW the pOdcaSt On ituneS - We received 5 five
Star ratinGS. hOWever the numberS WOuld indicate
that peOple Were dOWnlOadinG individually each
Week, inStead Of SubScribinG. Once the pOdcaSt WaS
live Our tWeetinG and facebOOk StaffS WOuld update
fanS tO make peOple aWare Of their exiStence.
We havent had feedback frOm fanS reGardinG the
cOntent (Other than a feW five Star ratinGS), SO it
iS hard tO GauGe their SucceSS. 30 liStenerS per
pOdcaSt Out Of a pOSSibly 1600 fanS iS a fairly lOW
ratiO, but We alSO have tO cOnSider that nOt every
fan SaW that OriGinal link.
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Workout Music had created a YouTube page for the bands
videos in 2010 under the handle Workoutmusic2010.
They posted videos in conjunction with upcoming shows
that featured band members doing humorous things and
promoted the show. While the band posted most of their
videos to YouTube, some were posted on Facebook. When
we began this campaign, we organized their YouTube
page by moving all videos to this page and extending their
brand to the page with a similar background to the Tumblr
site.

The band posted a video to promote the February 4th
show titled Sh*t People from Chicago Heights Never
Say, which has garnered 49,465 views since being
posted in on January 30. This video was by far the most
successful video in terms of views, however there was a
trickle down effect. Viewers who came to watch the Sh*t
People from Chicago Heights Never Say, video stayed and
watched older videos that Workout Music had previously
posted.

There were some issues with our video content. We
originally intended to use video as part of our weekly
introduction to a new band member. We flmed interviews
with two band members at a time, asking them silly
questions and their likes and dislikes. Video is always more
personal and we wanted fans to have the ability to see the
bands lighter side. However, we discovered that we did
not have enough content to create weekly videos so instead
we made a compilation video with
footage of the Double Door concert
to promote the next concert at the
Elbo Room on March 9th.
Moving all of the bands videos to
the YouTube page streamlined the
content fow and allowed us to use
only one link across the other social
media platforms for videos. The views
of all videos increased due to visitors
coming to the site from one link and
watching previously posted videos.
The band can now measure the total
views of each video, whereas when
they posted videos on both Facebook
and YouTube, they did not know how
many times a video was viewed on
Facebook. Streamlining the videos
to the YouTube page maximized
effciency in measuring analytics and
in cross-promoting the videos on the
various platforms.
We added 59,607 views and 29
subscribers, but we chose to focus
on viewers instead of subscribers
because we felt that subscribers are
not an accurate representation of how
YouTube videos are consumed.
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hi tS
mi SSES
futurE
In addition to the
recommendations
discussed in the individual
platform pages, we
encourage the band to post to
Facebook and Twitter daily,
especially at 10:00 AM and 3:00 PM,
when traffc to these sites are high. We also recommend that
the band use HootSuite to manage multiple social media
platforms, namely Facebook and Twitter, so that they can
schedule tweets, convert large links to smaller ones and track
their usage. Utilizing HootSuite allows the band to broaden
their reach across multiple platforms, therefore maximizing
effciency in managing the platforms and interacting with
fans. During these interactions, we recommend asking
open-ended questions for an increased
likelihood of responses.
rEcOmmENdati ONS
By mentioning and tagging venues in _
Facebook and Twitter posts, we built an online
rapport with these venues and were retweeted on Twitter, leading
to greater exposure beyond the bands network to the venues
networks. Posting music-related content on these platforms
boosted clicks on the included links and further built rapport
with followers. Interactive activities, like the Mad Libs exercise
on Facebook, were very successful with fans, increasing Facebook
page visits and incoming posts that day and increasing Tumblr
page visits, where we housed completed Mad Libs worksheet.
There are several plans for the future of Workout Music as was discussed during the fnal meeting on
March 4, 2012. The meeting touched on several topics for future social media maintenance.
This band is to take over all function of social media, including two newly established tools; Flickr
and Tumblr. Tumblr will require regular updates and posts, and both have new login and password
information. The discussion was to have just two of the band members as designated social media
experts. The band was trained on several tips and tricks on Twitter as well as posting effective text on
Facebook, such as the very successful open ended questions and polls after concerts. For Twitter, the
band was educated on the benefts of re-tweeting, minimizing link sizes, and hash tags. Its important that
the band knows how to follow their fans.
Hootsuite was mentioned as an alternative to keep all of the social media connected with one message.
This will allow the busy band to post to one location and have it updated to many other locations at the
same time. Although not recommended to be used all the time because of the lack of direct interaction
with the fans, this is still an alternative if time is limiting.
YouTube postings and video will continue to be done, as the band is more comfortable with posting these
and generated the most views from any other social media source. Inspired to create more successful
videos for YouTube, the band is already working on follow-up videos to their successful, The Sh*t People
in Chicago Heights would Never Say. It was important to educate the band not only on the technical, but
also the theoretical benefts to social media, therefore the team clearly discussed the long term benefts of
the maintenance of the established social media, and how they can create more Brokers and Infuentials.
The band was then given a Social Media Calendar so they can keep track of the recommended times to
post content and update.
When the group heard about
the energy and devoted fan base
present at Workout Music shows,
we were under the impression that
fans dressed in brightly-colored,
gym-going gear. Based on this
impression, we planned to take photos of these
fans dressed in costumes at the February 4th show,
post the photos on Facebook, and have a contest
where people voted on their favorite costume.
Once the fans arrived at the show, we did not fnd
any fans dressed like this description and therefore
the contest was not held. Since we had previously
promoted the contest on Facebook and Twitter,
we altered the concept to encourage fans to tag
themselves in the photos.
The group intended to post 700 photos taken at
the February 4th show on Flickr and select the best
ones to post on Facebook. In order to upload this
high volume of photos, we learned that we would
need to pay to create a Flickr Pro account. If the
band chooses to upgrade to a Flickr Pro account,
we can honor the original intention of using Flickr
to house all photos. If not, the Flickr platform may
not be the best place to house photos and the band
should return to housing them on Facebook.
By posting saucy messages on Craigslist under the
casual encounters section, we intended to use the
platform in a cheeky way to encourage people to
come to the February 4th show. Even though the
people responding to the post would not know
they were really being invited to a concert, we
were going to post a link to the post on Facebook,
Twitter, and Tumblr. Due to a lack of time, we only
posted one Craigslist mention instead of many,
therefore the project did not have the breadth we
originally intended for it.
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Andrew
In the frst few weeks of the project, I only had a few Facebook postings. I wanted to take a look at the
history of the band on Facebook in order to assess their needs and what types of messages had the
best response rate among their fans. I did several queries on search engines to determine how easy it is
to fnd them. A search engine optimization project would be a good next step for the band since they
have a common band name. At the concert, I assisted all teams and helped record the show. The week
after the concert, I posted an open ended poll asking the fans what their favorite part of the night was.
This was to keep the concert at the top of their mind. The next week I posted another question and
began planning the Mad Libs project. This project involved twelve facebook postings over two weeks. It
involved writing the Mad Libs, posting questions, monitoring responses, engaging with fans, gathering
answers, creating an image, posting the image on the Tumblr page. We also directed fans to the Tumblr
page from the Facebook page and Twitter. This was perfect timing between shows. The fnal week was a
downtime in the amount of postings on Facebook. In addition to all the meetings and research, I spent
over 20 hours working on the Facebook page.
Jess
In the frst three weeks, I spent about six hours a week on Twitter posting about the upcoming shows,
encouraging Twitter followers to like the band on Facebook, reaching out to non-followers using the
#workoutmusic hashtag, and researching the existing followers/following database. After the February
4th show, I spent about three hours a week on Twitter posting links to the bands other social media
sites, building a network with more infuentials and fans, and reaching out to non-followers using the
#workoutmusichashtag. I organized and submitted all of the weekly material. Overall, as of March
15, 2012, I have spent about 55 hours improving Workout Musics Twitter page, submitting content,
meeting with the band and editing the fnal paper.
Rachel
The frst couple weeks were spent doing a lot of Facebook research. I spent about three hours per week
looking through the existing fans, insights and previous posts. I wanted to establish a persona or voice
for the band to make my posts seamless and believable. I also researched the social media work of other
bands and businesses that our fans would enjoy. For example, Goose Island Beer sponsors many local
music shows. So I added them as a favorite for the band and posted about how we enjoyed their beer.
My initial posts were in promotion of the upcoming Double Door show, so I aggressively pushed ticket
sales by posting the link. At the show, I worked as a photographer for the band for four hours. After the
concert, I spent about 1 hours per week editing, tagging and uploading the show photos. Since I had
established the bands Facebook persona, I was able to spend less time posting, so it was around 2 hours
per week. Week 1: 3 hours + 1 hour meeting with band Week 2: 3 hours Week 3 (including show): 8
hours Week 4: 3 hours Week 5: 3 hours Week 6: 3 hours
John
My contributions centered around coordinating with the band and video work. I met with members of the band
weekly during the project for between 45 minutes and an hour and a half per week. Leading up to the Double
Door show, I put in roughly 3 hours coordinating with the band and the booking agent to ensure our group
would have everything we needed to make everything run smoothly that night. Finally, at the Double Door,
I put in roughly 5 hours of coordinating with the band and videotaping various aspects of the evening. My
other major role was managing the video aspects of the campaign. Generally, I put in about an hour per week
monitoring the YouTube channel. The exception was the week Sh*t People From Chicago Heights Never Say
video went viral. I spent 4-5 hours that week monitoring its explosion on YouTube, as well as monitoring other
media that picked up the video. I logged 2 hours of video production work and 4 of postproduction work on the
bio video which did not end up making it into our campaign (production issues with two of the band members
pieces). Finally, I spent 5 hours producing a live to track teaser music video to promote the Elbo Room show and
to be used generally by the band after we hand it back over to them.
Liz
I worked on the fyer to promote the February 4th concert at the Double Door. The team wanted to make sure
that we covered all of our bases including print media. The fyer was created to show the fun, bright sense of
humor of Workout Music and used photos that were taken of the band at previous concerts. I also created the
photography cards that were passed out during the concert that indicated that fans have been spotted and to go
to the bands Facebook page to tag themselves. Aside from attending all group meetings, the bands media day
and car wash, coming up with clever text for Craigslist, or general brainstorming with the band, a considerable
amount of time was put in as one of the concert photographers. This required about 6 7 hours of standing
time, taking photographs of fans. I also put together the fnal PowerPoint presentation capturing the overall
look at feelof the band through pictures and links to the social media sites. I gathered the original content and
organized the frst iterations of the paper. As of March 12, about 20+ hours have been spent working on various
portions of the project.
Kelson
My main contribution to the group was everything technical. I was in charge of the design and coding of the
tumblr page as well as the audio recording, editing, and RSS submission of the podcast. When any member of
the group had content to post, it was emailed to me and I posted it to the Tumblr page. I spent about 2 hours
per week editing the podcast, adding music, and uploading the content to iTunes. Additionally, I probably spent
an hour per week adding information the Tumblr. The bulk of my work was at the beginning and the end - I
spent about 6 hours designing and coding the website and about 3 hours recording podcasts. Jess and I were also
in charge of this fnal paper - creating most of the content and then laying the entire thing out in this beautiful
format you see before you. I spent about 7 hours on the layout and then Jess and I spent an additional 9 hours
together on Thursday March 15 putting the fnishing touches on it. Between all of my work I spent 41 hours.
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We identifed infuentials through an analysis of the Workout Music Twitter network
through Mentionmapp (Figure 1 below). This analysis led to the discovery of several bridges
that will help Workout Music fnd new infuentials to connect to marginals, which will help
them expand their network. Our team also focused on strengthening rapport with existing
infuentials in the Workout Music network and targeted infuentials outside of their direct
network to eventually reach new marginals. Since beginning this project, the team was able
to successfully establish relationships with music venue and local entertainment infuentials
who have retweeted our messages promoting shows to their wide networks.
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A huge issue we dealt with was persona. The band has an almost larger than life persona
on stage and with their fans. Our mission was try to translate this persona into a social
media persona - a fun, constantly exciting show. We felt this was important because of the
theory we learned early in the semester - that the voice of a social media campaign needs
to be unifed and match the physical presence of a brand. So with each piece of content
we put up, we hoped to generate excitement and fun with the fans, akin to the bands live
show. The mad libs and open ended questions had some downright silly answers, but the
amount of interaction for the mad libs was unparalled by any other piece of content in
the campaign. As we left the band, we tried to hone in on this persona - obviously the
band as a whole is familiar with it, but since only 1 or 2 members will be updating we
dont want their own persona to show through. We taught the members how to craft a
message thats fun and will evoke a response with fans and how to stay away from content
that is dull.
Another interesting theory came into play with the dramatic rise of the initial Sh*t
People From Chicago Heights Never say video. The band original posted the video
and made our group and their friends aware that it was live on their personal facebook
pages. From there we Tweeted and updated on Facebook about the video, linking several
times on each platform. From there, we honestly cant say what happened. We used a link
on twitter to track, but it certainly did not account for anywhere near to 60,000 views.
Instead it seems the theory of following came into play. We read about how peoples
decisions affects others own decision making process. People decided to pass this along
friend to friend, one friend network at a time. The video had a fairly gradual progression
until it hit Facebook - the frst Facebook referal occured at 5400 views, the frst embed on
Facebook happened at 9500 views and then the next number YouTube gives is 22,000
views. We know we cant accurately say that all of the views were from Facebook, but it
seems that once the video was posted by one person on Facebook it exploded. We believe
that because of the neighborhood content of the video and that Workout Music strongly
endorses their hometown of Chicago Heights, this video spread between friends of the
band in that community, and later to the community at large.
The overall experience of working with Workout Music was very positive
and productive. At frst, a few of the band members were apprehensive of
purpose of the project. During the car wash the band members met the
group and we explained the overall objectives of the project and how social
media could beneft the band. They gained confdence in our ability to
manage their social media campaign and became excited for the project.
The time leading up to the concert was very productive as each member took
on different responsibilities to ensure the concert was a social media success.
Some of the key focal points from a social media aspect were to promote the
concert primarily through Facebook and Twitter.
The day of the concert was exceptionally uplifting as the band told the
team that they really felt the energy and appreciated our help. As one said,
We really feel like we made it. We had the cameras popping, the music
pumping, and an entourage everywhere we went. At the end of the night,
the team walked away with photographs, podcasts, and video tapings for the
remainder of the project.
On March 4, the team met with the band to discuss future media strategies
the band could use and to turn over all passwords, logins, etc. This education
session was the most valuable and appreciated to the band members who
were present.
Both the band members and the team appreciated the opportunity and
collaboration on the project.
O UR S TO R Y
40
We successfully utilized many of the social media platforms listed in our goals to reactivate loyal
Workout Music fans, as evidenced by noted interactions from followers who were linked to the page
before the project began. We increased the number of Facebook likes by roughly six percent, Twitter
followers by 23 percent, and YouTube views by 98 percent, therefore attracting new fans to these pages.
By adding new content weekly and linking to the Tumblr page from other social media platforms, we
established it as the home for all Workout Music content and at the height of our activity averaged
over 30 visits per day. While the podcasts did not garner many subscribers, there were an average of
40 unique listens per week. Since the free Flickr account could not support the high volume of photos
we needed to upload, we only added ten photos and did not link to it from other platforms. Due to this
lack of content and promotion, we only gained seven views. By honoring the daily upload limit, the
band can slowly progress through the February 4th photos and continue with any shows taken at future
shows without having to upgrade to Flickr Pro.

We successfully conveyed Workout Musics fun, party-focused persona through the language used in
posts on Facebook and Twitter, the biographies posted on Tumblr that asked fun and unconventional
questions, and the photos posted on Facebook from the February 4th show, featuring shots of the
balloon drop, silly string, and dancing. We provided continuity across the various social media platforms
by using the bands scorpion logo on pages and using the Tumblr background on the platforms when
available.

Through meetings with the band members and discussions during the car wash, we assessed the bands
use of social media as of mid-January 2012. We learned that they used Facebook most commonly,
but posted infrequently and sometimes the content was irrelevant to the band. Through a training
session, we educated the band members on effective times to post and types of interactive content. We
also demonstrated how to use and manage their Twitter account, update the Tumblr page, and add
podcasts to iTunes. We provided the band with a social media calendar that tells them when to post
to each platform before, during, and after shows. The calendar should keep the band organized and
prepare them to take over their social media accounts once the groups portion of the project ends.

Finally, we successfully helped the band increase turnout for the February 4th and March 9th shows, as
evidenced by an increased number of clicks on ticketing pages for these shows and a larger crowd than
had been present at shows occurring before the group began the social media campaign, which was the
bands only form of advertising outside of word-of-mouth invitations by individual band members.
O UR G O ALS