Social Media Marketing Campaign

Ashvinie | Kashif | Pravesh | Satyameet | Thomas

PRESENTED BY

SCENEVERSE :Kitchener-based start-up company, developing software and computational mechanisms to serve social scenes

SHOZON:

Threshold pledge show-booking application for grass-root musicians.

SOCIAL MEDIA PRESENCE

GOAL : To attract 50 projects and 5000 fans by the end of campaign

TARGET SEGMENTAge : 17 to 32 Yrs

Aspiring Artists

Independent, self-reliant, energetic

NETNOGRAPHY Punk is not only pop or rock

• Celtic Punk : Celtic punk is essentially punk rock accompanied by traditional Irish instruments

• Cowpunk: Cowpunk is a strange marriage of country and punk rock

• Gypsy Punk: Essentially punk rock that reflects Eastern European roots

• Psychobilly: Is a blend of '50s rockabilly music and punk rock

Being Punk Malkovich“the reason I do love punks because I

really do is that they are more honest and more true to them self than most others are. and have a f*cking good taste in music.”

Apolitical

“I think 'punk' tattoos are kind of lame. If you love the band that’s great. But when I see people with just 'punk' tattooed on them it looks really pathetic.”

Agnostic

Ink and piercings

Attitude, not attire

Love Pets

COMPETITIVE

Crowd funding for Indie Music

Shozon • Rockethub• Ticket-o-

meter• Dukits

DIY

, Pla

tfor

m fo

r

crow

dfun

ding

, Tar

getin

g

and

attr

actin

g cr

eativ

e

entr

epre

neur

s D

IY, Platform for

crowdfunding, Targeting

and attracting creative

entrepreneurs

Unique to the Punk/Indie scene

POSITIONING TRIANGLES

LIFESTYLE

Shozon

Lifestyle Goal : Live by their own rules

Tattoos expressing socio-political messages, non-conventional /self modified clothing & accessories depicting anti-consumerist movement, self modified bikes that talk about speed and aggression

Emot

iona

l Con

nect

ion

:

Love

for se

lf ex

pres

sion

Emotional C

onnection :

Love for self expression

Channel to express

POSITIONING TRIANGLES

NARRATIVE

Aura: reliable event facilitator

EvolveRe

solv

e

Involve Allegory : Elevation of the talent within

Relevant social & character tensions or conflicts: Inability to gather resources and fan base

POSITIONING TRIANGLES

POSITIONING STATEMENT

To the aspiring punk artist who desires to live by his own rules, our brand Shozon is a reliable event facilitator, elevating the talent within by providing resources and a fan base through collaboration, because it is crafted for and driven by artists who have their roots engraved in the Punk/Indie culture

Campaign “Smackdown”

Campaign

“SMACKDOWN”

CA

MPA

IGN

IMPLE

MEN

TATIO

N P

LAN

July 22 Aug 22

Identification of 15 talents

Approaching Key influencers

June 1

4 weeks

Profile creation & Content Development

2 weeks

June 15

Engaging Key influencers

Posting of videos by artists and sustained fan engagement

5 weeks

May 1

Campaign Awareness

FINAL 3Campaign Launch

SMACKDOWNCrowdfunding initiations on Shozon

FINAL SMACKDOWN

4 weeks

Facebook promotions, Tweets, Blogs, Forums, Tumblr

# of unique fans

Average amount of time spent by fans

# of like and dislike on campaign page

# of Tweets and Retweets about the campaign

# of mentions on blogs and other online publications

% traffic increase on other social media channels

Campaign Metrics

Campaign Budget

Possible Social Media Expenses Amount

IT / Technology Development $ 5000

Social Media Monitoring, analytics $ 500-1000

Blog Seeding Program (WOM) -

Twitter ( Facilitated by Influencers, mainly relationship based )

-

*Assuming Existing Community Manager