Scarlet Canary

Social Media
Campaign
Rebekkah Watkins

FACEBOOK: WWW.FACEBOOK.COM/SCARLETCANARY

TWITTER: @SCARLETCANARY1

INSTAGRAM: @SCARLETCANARYBAND

YOUTUBE: SCARLET CANARY

WEBSITE: WWW.SCARLETCANARYBAND.COM
Table of Contents
I. Goals and Objectives ............................................................................................. 3
II. Target Audience .................................................................................................... 5
III. Content Strategy .................................................................................................... 6
Informative Content
Content and Storytelling
Direct Engagement
Key Topics and Themes
Events and Holidays
IV. Social Media Audit ................................................................................................ 9
Client’s Competitors
Social Media Presence: Client v. Competitor
Twitter Analytics
Facebook Analytics
Facebook Analytics
Facebook Analytics
Instagram Analytics
Content Analysis: Twitter
Competitor’s Twitter
Content Analysis: Facebook
Competitor’s Facebook
Key Insights
Recommendations
V. Scheduling Strategy ............................................................................................. 23
Main Points
VI. Social Media Channels & Voice .......................................................................... 27
Channels
Voice
VII. Social Media Policies ...................................................................................... 29
VIII. Facebook ............................................................................................................. 30
Campaign Objective
Ad set: Audience
Ad set: Placement
Ad set: Budget & Schedule
 Potential Reach
Ad format and copy
Digital PR on Facebook
IX. Twitter ................................................................................................................. 34
Campaign Objective
Ad: Campaign Objective
Ad: Daily Budget and Timing
Ad: Creatives
Ad: Placement
Ad: Audience
Ad: Bid and Budget
Digital PR on Twitter
X. Instagram ............................................................................................................. 39
Advertising on Instagram
Digital PR on Instagram
XI. SEM ..................................................................................................................... 44
Mock SEM Ad
XII. Content Calendar ................................................................................................. 47
XIII. Integration ........................................................................................................... 49
XIV. Evaluation ............................................................................................................ 49
Goals and Objectives
Social Media Goals:
• To increase the number of views on released music videos for
Scarlet Canary
• To increase the number of likes on merchandise posts
o offer options for new merchandise through polls and surveys
• To increase engagement on tour posts about location
o engagement through comments on where fans want to see them
perform
• To increase number of followers and subscribers to individual channels
• To increase the number of posts on Twitter and Instagram

With so much music constantly being released, Scarlet Canary’s social media needs
to draw in a larger audience. The accounts need to create more awareness for what the
band is working on and how the audience can be involved. Their social media should
also reflect the type of music they create and show the audience that the band is
listening to them.

These goals may take the entire length of the campaign while others can be
completed in a relatively short amount of time. If this campaign is successful the band
will be receiving more attention and getting their music to a more vast audience.

Social Media Objectives:

• Facebook
o Raise engagement on merchandise posts by 15% in 2.5 months
o Increase comments on tour posts by 20% in 3 months
• Twitter
o Increase mentions on tour posts by 10% in 3 months
o Raise followers to 800 by the end of the campaign
o Increase number of posts to 2 (minimum) a day
• Instagram
o Increase followers to 2000 by 04.01.2018
o Raise the number of posts to once a day by 03.01.2018
• Youtube
o Increase number of subscribers to 3500 by the end of the campaign
o Raise the engagement on official videos by 10% in 3 months
o Increase views to 6000 on all official videos by 05.01.2018

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 After previous metrics across Scarlet Canary’s social media
accounts were studied, these objectives are set to improve the already
marked metrics. Over the course of the campaign their metrics will
increase across all social media accounts that the band uses.

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 4

Target Audience
• Demographics
o Male and Female
o Age: 23-47
o No children
• Psychographics
o Value: original music
o Prefer rock music; female-fronted bands
o Strong use of social media to find new music
• Media Platform Usage:
o Facebook
o Instagram
o Youtube
o Twitter
o Spotify
o Magazines: Rolling Stone, Alternative Press, Rock Sound
• Behavioral
o Looks for new music in the ‘Hard Rock’ genre
o Frequents concerts
o Supports local/unsigned bands and musicians

This target audience works well for Scarlet Canary because it fits what Scarlet
Canary does and where their information and music can be found. They are a local
band in Denver, Colorado, meaning they have not signed with a record label as of this
time. This audience is likely to be young adults who are looking for new music and
look in areas such as Youtube, Spotify, and music magazines. They want to feel
connected to the band and music so being able to follow them on Facebook and
Instagram makes them feel closer to that.

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 5

Content Strategy
Informative Content
The focus of this campaign is to grow engagement and attention to Scarlet
Canary and their music. By utilizing new marketing themes the band may bring more
attention to their videos and show promotions. Current activity across their social
media platforms indicate that the band uses comedy as an attention grabber. If Scarlet
Canary was to include different methods of engagement they may attract a larger
audience.

Content and Storytelling

A large focus for this campaign is to engage the audience through Scarlet
Canary’s social media platforms. The need to use a marketing method other than
comedy would be the first route to try. One thing that some new audience members
might want to see is content about the band members.

Each band member could make a post about themselves, their favorite song,
what song they like to perform the most, and lead into a show announcement where
that song will be performed live. They could also ask the audience a direct question
leading to more engagement. This gives the audience members an idea of who the
band members are and what makes Scarlet Canary special to them.

This campaign would be a way to reintroduce the band to the audience and
bring new interest to their newest album, released in 2017. This is the storytelling
route that could help with reaching the objective of raising the engagement with the
audience across all platforms.

Direct Engagement
Two of the goals for this campaign are to increase the number of likes on
merchandise posts and to increase the engagement on tour posts. Both of these
involve direct engagement from the audience and may lead to the completion of other
goals of the campaign.

For the merchandise posts, polls for new merchandise options is a way to get
audience members to engage directly with the band. They can vote for what shirt or

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sticker they like and then have the chance to purchase it from the
online store or from the band directly at a show. Another option for
direct engagement for the merchandise is to hold a design contest.
Audience members could submit a t-shirt or sticker design and then the audience
could vote on it. The winner would receive their designed item as a prize.

The tour post engagement could be run a few different ways. Like the
merchandise posts, a poll could be held on what songs the audience wants to hear at
shows on the upcoming tour. This gives the audience a chance to feel connected to
the upcoming tour and likely to come to a show. The other option for direct
engagement on these posts is to ask where the audience wants to see the band. This
gives the band an idea of where fans are located and a sense of where to plan their
next tour.

Key Topics and Themes

• New videos
• New music
• Upcoming tours
o #TourTuesdays
• Contests
• Reintroduction
o Scarlet Canary Saturdays- features on the band members leading up to a
show that’s happening on the upcoming Saturday

Events and Holidays

• Band member birthdays
o Being part of the Denver local music scene means a lot of personal
connections in the band’s home city. Holding shows on Hannah
Maddox’s (lead singer) birthday could bring in a special
event/celebration show.
• St. Patrick’s Day or Mardi Gras
o Scarlet Canary is sponsored by a whiskey company (COLDCOCK
Whiskey). Holding a show on a holiday where the audience may go out

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 to celebrate with some drinks would be a good way to
advertise both the band’s show and the company that
sponsors them.
• Battle of the Bands
o This event is a great way to bring some of Scarlet Canary’s competitors
and friends together for a competition. It also engages the audience
online because they can vote for different bands. It’s a fun and
competitive way to bring together more than one band and build a larger
audience for Scarlet Canary.

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Social Media Audit

Client’s Competitors

Stitched Up Heart: This band is a hard rock band founded in Los Angeles,
California. They have been together since 2010 and are signed to the label, Another
Century. Similar to Scarlet Canary they are female-fronted. Scarlet Canary has toured
with Stitched Up Heart and have learned how to tour as a band from them.

Wake Me: This band is from Denver, Colorado (same as Scarlet Canary) and are
working to combine rock music with metal. They were originally known as No Fair
Fights.

City of the Weak: This band began touring together in 2012 (also with Scarlet
Canary) and continues to bring a rock n’ roll sound across the country. They are
female-fronted and bring large personalities on and off stage.

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Social Media Presence: Client v. Competitor

Scarlet Canary:
Facebook: Scarlet Canary
Twitter: @scarletcanary1
Instagram: @scarletcanaryband
Youtube: https://www.youtube.com/c/ScarletCanary

Stitched Up Heart:
Facebook: Stitched Up Heart
Twitter: @stitchedupheart
Instagram: @stitchedupheart
Youtube: https://www.youtube.com/user/StitchedUpHeartROCK

Wake Me:
Facebook: Wake Me
Twitter: @wakemeofficial
Instagram: @wakemeofficial
Youtube: https://www.youtube.com/user/NoFairFights

City of the Weak:

Facebook: City of the Weak
Twitter: @cityoftheweak
Instagram: @cityoftheweak
Youtube: https://www.youtube.com/user/CityoftheWeak

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Twitter Analytics
@ScarletCanary1

Followers: 577

Following: 315

Tweets: 1,756

-------------------------- vs. ---------------------------

@CityoftheWeak

Followers: 24,300

Following: 15,700

Tweets: 5,172

-------------------------- vs. ---------------------------

@WakeMeOfficial

Followers: 1,143

Following: 175

Tweets: 145

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Facebook Analytics
Scarlet Canary:
January Facebook engagement
Likes: 9,655

Source: fanpagekarma.com

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Facebook Analytics
City of the Weak:
January Facebook engagement:
Likes: 12,871

• City of the Weak may have more page likes than Scarlet Canary but
overall, their engagement with the audience on Facebook is lower.

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Facebook Analytics
Wake Me:
January Facebook engagement:
Likes: 8,950
• Wake me has very little
engagement on
Facebook and do not
post very often on the
band page.

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Instagram Analytics

Many of Scarlet Canary’s Instagram posts focus on upcoming shows and/or new
video releases. They engage with their audience by inviting them to check out newly
released videos or ask who is coming to their shows.

They get a fair amount of likes on Instagram but don’t receive many comments. More
of their comments are on Facebook. Most of their posts occur on Thursdays and
Fridays because of when most shows are scheduled.
Competitor’s Instagram:
The band also uses their hashtag (#Flockers) the most on City of the Weak:

Instagram which makes their posts searchable or easily • Followers: 8,131

• Posts: 486
followed.
• Focus: shows and tour activities
Wake Me:
• Followers: 5,353
• Posts: 39
• Focus: album releases and shows
Stitched Up Heart:
• Followers: 36,900
• Posts: 1,081
• Focus: upcoming recordings and
band member activities

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Content Analysis: Twitter
Twitter

The focus of Scarlet Canary’s Twitter is sharing the band’s

Youtube content and upcoming events. There isn’t a lot of replies
from the band and most of the tweets don’t promote engagement
with the audience. Their personal hashtag gets used often
(#flockers) which is an easy way for audience members to search
their tweets. Overall, Twitter doesn’t get used very often and the
highest engaged tweet since November had 3 retweets and 18
favorites.

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Competitor’s Twitter

@CityoftheWeak
City of the Weak is more active on Twitter than Scarlet Canary and their engagement
with the audience is higher, they don’t link to their personal videos or other accounts
as often. They are really good at responding to mentions and asking questions to
engage their audience. Some of their most mentioned users are the band member’s
personal accounts.

@WakeMeOfficial
Wake Me is definitely lacking with engagement on Twitter. Their last tweet was from
June 2017 and it got 3 retweets and 5 favorites. Most of their content is countdowns
to new releases and they use their personal hashtag, #wakemeofficial.

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@StitchedUpHeart
Stitched Up Heart are very active on Twitter and have the most
followers out of Scarlet Canary’s aforementioned competitors. Some of
this comes from the fact that they are a signed label which helps increase their social
media promotion. Their most favorited tweet is from Jan. 11, 2018 and had 238
favorites. It mentioned @monstermusic which is a sponsor of theirs.

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Content Analysis: Facebook

Facebook is the top used media platform

for Scarlet Canary. They use this platform
the most and start many of their posts off
with comedy. By doing this they pull their
audience in with an attention grabber and
follow up with news about their upcoming
shows.

The band also uses Facebook to let their

audience know when they will be out at
other local shows when they are selling
tickets or just to hang out. They also share
what the band is up to when they are on
tour or between shows.

They have somewhat decent engagement on their posts but it could be better with
how many people like their page. Many of their photos are also shared on their
Instagram.

Facebook also receives the shared links for their upload videos on Youtube. They had
53 shares on their most current teaser video that they shared.

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Competitor’s Facebook

City of the Weak

A majority of what City of the Weak shares on their Facebook is upcoming

events that they will be playing out. They do engage with their audience
well by asking questions in their posts. For how many people like their
page, they do not get many likes compared to Scarlet Canary.

Wake Me

Wake Me is very good about tying their posts into current events or
holidays. They released a cover song and shared it on New Year’s with a
post saying “Everyone needs a new year anthem.” They get fairly good
engagement for having the smallest amount of likes in this group of
competitors.

Stitched Up Heart

They have a verified Facebook page with the most likes out of these competitors.
This also comes from the help of their label. Their most recent posts have been
supporting one of the lead singer’s side projects. The posts about upcoming shows get
the most attention and tend to receive over 1000 likes each.

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Key Insights

1. Most engaged posts are those that have new music

content like videos, band competitions, etc.
2. Comedy seems to have little effect on the engagement
levels as their eye-catching marketing method
3. Posts involving fans seems to create a special feeling
and those posts get special attention
4. Twitter has very little engagement and doesn’t see
much audience traffic at all
5. Competitor’s receive the most engagement on
upcoming show posts with visually appealing images

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Recommendations
• Include the fans/audience in merchandise
decisions will make them feel more included in the
fan base
• Have visually appealing photos that people quickly
understand and can engage with
• The band should try to reintroduce themselves before a big
event (i.e. Battle of the Bands) to create more buzz on why
they are important
• Keeping the audience updated on what is happening between
album/video releases so they don’t get lost in the feed
• Have more visuals from live shows (i.e. featured fan photos,
videos, behind the scenes)
o Their Facebook live videos of new merchandise or pre-
show dinners create good buzz
• Continue the use of their hashtag (#Flockers) across all
media channels to keep them easily searchable

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Scheduling Strategy

The first step for scheduling is having an end goal. The band just
released a new video for their song Spectral. To get this boosted they
should start with a good amount of promotion for it. Between the new
video and their newest tour starting up they have a lot of room for new
posts.
Scarlet Canary should start with daily engagement with their fans
about their new video. This should be the first post they see for the next
couple of weeks when they come to their Facebook page, Twitter page, and
it should be linked in their Instagram bio.
Going from the video post they should be drawn to upcoming
concert dates. The cover photo on the Facebook page is already set to this
but having RSVP events is another way to have actual engagement with the
audience, they have to click “Going or Interested”. This also gives the
band an idea of how big the show will be and ideas about future bookings
at that venue, multi-purpose use of a Facebook tool.
Reminder posts about upcoming shows is key to getting shares and
comments, the audience can comment about whether they are going, songs
they want to hear, or ask questions about what merchandise will be
available. Most of Scarlet Canary’s shows are on the weekends so
Thursdays through Saturdays would be the best days to post these
reminders.

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 A final measure would be to post daily of what the
band members are up to. All the members have day jobs
outside of the band, reminding the audience that they get
stuck in traffic too is a fun way to interact at a personal level. Another way
to do this would be to share personal playlists of the music the band
members are currently listening to. It makes their posts seem more
personal and more genuine than just always asking for video shares and to
come to shows.

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 Main Points
• Post daily to show what the band members are up to and
create a personal tie with the audience
o Stuck in traffic, shoveling snow, personal music playlists, etc.
• Reminders about upcoming shows on days when people are making
weekend plans
o Thursdays, Friday, and Saturdays
• New video promotion posts – should be pinned post
o Articles written about the video, behind the scenes, teasers, etc.

Facebook:

• Pinned post for video

• Daily updates with links to Spotify playlists and plans for off
weekends
• The band posts the most on the weekends but gets the most
reactions on Monday and Tuesdays
o People are spending more time seeing what the band was up to
(how shows went, new upcoming shows, etc.)

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Twitter:

• Pinned post for video

• Post 2-3 times a day with fun facts about the band
o 2 p.m. – 4 p.m. is the busiest time for Scarlet Canary on Twitter
• Retweet 3-5 times a day
o Other bands support
o Local events
o Articles written about Scarlet Canary

Instagram:

• Post once a day with an engaging caption

o Ask for the audience to reply
• Use the poll option on the stories once a week to engage with
audience and get their opinion on set lists, merchandise, etc.
• Engage with other’s user content on a daily basis
o In the form of liking and commenting
o Can also use Instagram sharing apps to share on the Scarlet
Canary page (photographer’s photos, articles, etc.)

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Social Media Channels & Voice

Channels
Facebook:

• Facebook allows the audience to follow along with what the band is working
on and it offers them an organized way of finding new music and upcoming
shows. This channel is also a way for new audience members to find Scarlet
Canary through tagged photos and tagged posts.

Twitter:

• Twitter is a channel that Scarlet Canary needs to focus on and when they do, it
will offer a great way to grow their audience. Through the use of hashtags
which are easily searchable, audience members can find new posts and polls
that the band can share. Twitter is also a great way to interact personally with
audience’s accounts and have conversations.

Instagram:

• Instagram is an active way for the band to be visually appealing. Short video
clips leaves the audience wanting more or giving new accounts a chance to see
what the band offers. Merchandise, band activities, and event announcements
can easily be shared on this channel. Interactivity is a little less likely on
Instagram unless audience members are actively commenting on new posts.

Youtube:

• Youtube is probably the biggest channel for a band as they can share their
videos to get exposure. The more active the account is, the more views it is
going to get. This is the starting point for most video posts across all other
channels.

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Voice
• Keep using the comedic theme but add variety
• Include more photos and fun facts to keep audience engaged
• Make post engaging
o Polls, question based posts, etc.
• Focus on party holidays to incorporate sponsored company and fun theme
• Tie in more of a local scene theme
o Benefit shows, birthday shows, etc.

Sample post:

Does Marcos have the best hair in the band?

Caption this photo – best caption wins two
tickets to Friday night’s show at the Marquis.
Go! @photographer

A post like this is good for a number of reasons:

• Has a comedic aspect – the band’s main voice

• Engaging the audience with asking them to comment with a caption
• Mentions upcoming show without just giving the date and place
• Contests keep people interested in what the band is up to
• Tagging the photographer is creating ties to other fields and other
people

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Social Media Policies

• All members of Scarlet Canary are responsible for

social media content but the main publishers will be Allen or
Hannah
• Postings with be consistent and updated with information on
the band’s work and upcoming performances
• Negative comments will be ignored as to not instigate further
problems; threatening or harmful comments will be reported
and deleted
• In canceled event situations, a post will be sent out along all
media channels with information on rescheduled dates, refunds,
and ways to contact the band or venue with questions
• Vulgarity will be used in limited formats but can be used as it
matches the tone and target audience
• Allen and Hannah will be the only two to hold passwords and
login information for media channels
• All information shared on social media platforms will be
original and/or cite the original poster
• In the event of a hack all platforms will have the passwords and
login information changed and updated
• All hacked posts will be removed and an alert will be posted so
audience members will know that there was a breach and
personal messages or links were not sent from the band
• Scarlet Canary will abide by all policies of the social media
platform

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Facebook

Campaign Objective
Facebook is possibly the best option of social media for a band to use as a
media channel. By using this channel Scarlet Canary is able to reach
multiple audiences without leaving their home city, Denver. What We Know
about Marketing on Facebook clearly states that companies should look more
at metrics such as reach and frequency which are much more important to
a band than how many people like their posts. Reach is most likely going to
be the most important metric as a band wants to reach far past their home
base, they want to reach audience members all over the country and world.
By distinguishing the reach of their posts they can determine if they are
reaching a larger audience with certain types of posts and at certain times
of the day. According to Facebook Newsroom, 1.4 billion people are using
Facebook every day. With those kind of numbers it should be easy to reach
more and more people with different kinds of posts and by keeping a close
eye on Facebook metrics.

Ad set: Audience
With a $500 advertising budget the campaign objective should be
awareness and within the awareness it should be reach. The Ad set would
be best to match the target audience so using the Facebook paid basis that
would make the set the following:

i. Location: anyone living in the United States

ii. Age: 21 to 45
iii. Gender: Default
iv. Languages: English
v. Detailed Targeting:
a. Live Music
b. Concerts
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 c. Rock and Roll
d. Music Festivals
vi. Connections: Facebook pages
a. People who like your Facebook page
b. Friends of those who like your Facebook page

Ad set: Placement
Automatic placements (recommended)

Ad set: Budget & Schedule

Budget: $500 lifetime budget

Schedule: March 1, 2018 (12:01 a.m.) – April 30, 2018 (11:59 p.m.)

Potential Reach
Potential reach: 68,000,000

Ad format and copy

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Digital PR on Facebook

i. Objectives
a. Raise engagement on merchandise posts by 15% in 2.5 months
b. Increase comments on tour posts by 20% in 3 months
ii. Target
a. Age: 21-35
b. No children
c. Looks for weekend live concerts
d. Prefers rock and roll and local music
iii. Facebook Content Strategy
Themes of the Facebook posts will be to create more
engagement between the band and the audience. There will be
caption contests (“best caption will win…”) and event posts to keep
the audience informed about upcoming shows and events.
Merchandise contests will be an easy way to get the audience to
engage in posts and share their suggestions (“Design a shirt and
winner will receive a free shirt with their design…”). To continue the
strategy of increasing reach of the band’s posts they can offer free
signed CD’s if you recommend a friend and they like the page.
Two of the goals for this campaign are to increase the number
of likes on merchandise posts and to increase the engagement on
tour posts. Both of these involve direct engagement from the
audience and may lead to the completion of other goals of the
campaign. The $300 budget will be spent on the free tickets to shows
across the country during a tour, free shirts for merchandise contests,
and 3 signed CD’s on tour for recommending a friend and having
them like the page.

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iv. Facebook Scheduling Strategy
Daily engagement with their audience is key.
The first post on their page should be the pinned post
– their newest video “Spectral”. Thursday through Saturday will be
the best days to post about reminders for upcoming shows and
around lunch and post-dinner times would be the most effective
times of day. Previously stated in the scheduling strategy section
would be for the band to update the audience on what their day to
day lives are like… how the day job is going, traffic, band practice,
etc.
v. Key Insights
a. The use of video is becoming a top feature of Facebook, this
could be used to Scarlet Canary’s advantage. As a band they
have videos of new songs, cover songs, etc. that they can
publish in teasers or full-length.
b. Facebook is leaning toward more photo, sticker, and video
responses. As a band they can use photos and video all they
want. They could branch out and even make personal gifs to
create and fun element to responding to audience members in
the comments.
c. People are more likely to share content that “makes them look
good”. As a band there needs to be positive emotion attached
to their posts, songs with emotion and captions that portray
that. The audience needs a reason to share Scarlet Canary’s
shows with their friends… they need to know they will have a
good time.

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Twitter

Campaign Objective
Twitter is one social media platform that Scarlet Canary doesn’t use as
often as they should. What We Know about Marketing on Twitter says “The
success of brand tweets can be evaluated by the level of engagement to
follower ratio, encompassing retweets and click through rates on links.”
The band could use Twitter as a way to connect with their audience
through engaging methods. The article discusses how NASCAR used
Twitter to encourage its audience to create their own races for a chance to
win something personal from the individual drivers. Scarlet Canary could
easily use something similar on Twitter. An example of this would be a
contest on a set list and whoever matches the set list would win something
personal from the band. By using Twitter, Scarlet Canary would be
connecting with their audience even more than just likes and retweets.

Ad: Campaign Objective

With a $500 advertising budget the campaign objective should be
engagement and it will focus on getting a higher engagement on Scarlet
Canary’s Twitter account.

Ad: Daily Budget and Timing

The timing of this ad campaign would start on April 1 and go to April 11.
This time frame is 10 days which leaves the daily budget at $50 a day which
will equal the total of $500.

Ad: Creatives
Copy: Create the ideal set list for our upcoming East Coast tour (9 songs). Whoever
has the set list that is the closest to what we have come up with will win a dinner with the
band and two free tickets to a show of your choice. http://ow.ly/94zN30jaAiL

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Image:

Ad: Placement
All three options for ad placement would be selected:

• Users’ timelines
• Profile and Tweet detail pages
• Search results

Ad: Audience
• Gender:
i. All genders
• Age:
i. 21-49
• Locations:
i. United States
ii. Denver, Colorado
iii. Houston, Texas

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 35

 iv. Los Angeles, California
v. Columbia, South Carolina
• Audience Features:
i. Music and Radio
1. Rock
2. Metal
3. Alternative

Ad: Bid and Budget

The bid type for this campaign will be Target Cost and the bid amount will
be $10. The optimization preference is reach with engagement since the
purpose of the campaign is engagement with the audience.

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 36

Digital PR on Twitter
i. Objectives
a. To increase number of followers and
subscribers to individual channels
b. To increase the number of posts on Twitter
ii. Target
a. Age: 21-35
b. No children
c. Located in Denver, Colorado
d. Prefers rock and roll and local music
iii. Twitter Content Strategy
Themes of the Twitter posts will be to bring more followers to
the band’s Twitter page. There will be recommendation contests
(“invite 3 friends to follow us and win…”) and event posts to keep
the audience informed about upcoming shows and events. The use of
specific hashtags such as #TourTuesdays and #ThrowbackTours will
also create routine posts for the page, leading to increased posts.
Two of the goals for this campaign are to increase the number
of followers on Scarlet Canary’s Twitter account and to increase the
number of posts the band creates on their page. Both of these
involve direct engagement from the audience and may lead to the
completion of other goals of the campaign. The $300 budget will be
spent on the prizes for the recommendation contests as well as any
promoting for the tours through the routine posts.
iv. Twitter Scheduling Strategy
Daily engagement with their audience is key. The first post on
their page should be the pinned post – their newest video “Spectral”.
2 p.m. – 4 p.m. is the busiest times for Scarlet Canary on Twitter.
This will be the best days to post about reminders for upcoming
shows and announce contest winners. Previously stated in the
SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 37
 scheduling strategy section would be for the band to
promote similar bands and local events through
retweets. They should also utilize the micro-blogging
idea of Twitter to share fun facts about the band members.

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Instagram

Advertising on Instagram
Instagram is a platform, owned by Facebook, that lets users share photos
and video. It is one of the best uses of social media for advertisers because
it is entirely focused on the image and brand. Much like the WARC report,
What We Know About Marketing on Instagram, says, “The dramatic rise of
Instagram is indicative of the shift to a more visual world” (p. 2). Instagram
lets companies and organizations easily advertise with the use of a single
image, a series of images, or a short video. All draw attention from the
audience and must be visually appealing.

There are four main ways to advertise on Instagram: photo ads, video ads,
carousel ads, and story ads. There are strengths and weaknesses to each of
these. Photo ads are immediate, they draw attention to the one thing the ad
is focused on and then the audience member can move on. This also
means it can easily be scrolled past with little recognition. Video ads are
great to share audio or movement if that is the focus. The weakness of this
is the audience has to click on the video for the audio and it takes longer to
absorb the message and like the WARC report said, “in an age
characterized by the exponential production of information, coupled with
less time to consume text…” (p. 1). People don’t always want to spend the
extra time to watch a video. Carousel ads are unique to Instagram and are
useful when telling a story. These ads allow an ad to have a series of photos
that the audience can swipe through. The one downfall to this is realizing it
is a carousel ad before moving on. The little dots that label it a carousel are
at the bottom of the photo and if they aren’t being looked for it makes it
difficult to recognize. The last type of Instagram ad is the story ad. This is a
good way to advertise and not fill up a user’s feed. They can click through
the story, again it’s useful to tell a story with a series of images or video.
Links can be attached or other Instagram handles. The weakness of story
SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 39
ads is that they are only there for 24 hours and if the user
doesn’t click on it, they won’t see the ad at all.

Choosing between two visual platforms, Instagram or Snapchat can be a

difficult choice to make. For Scarlet Canary, Instagram is the best choice. A
band works best with a community, a set of followers that share their
music, talk about their albums, and come to their shows. What We Know
About Marketing on Instagram says, “effective content strategies entice
followers and create communities” (p. 3). Instagram can be used in a
variety of ways and giving audience members a chance to visually see what
the band is up to creates a sense of personal connection that every fan
wants. Instagram is also useful for far reaching attempts. Through the use
of hashtags users can search their interests and find any post that includes
that hashtag. If the band were to use hashtags like #band #hardrock
#concert, etc. these are broad and are likely to cast their reach net even
further than the followers they already have. Another easy way for a
company to create personal touches is by using their fans material (and
tagging them of course). “Some brands get in touch with Instagram users
who have already taken a perfect shot which can be used as 'raw material'
in an ad campaign. This not only saves budget but also provides brands
with the most authentic visual content possible” (p. 3). Fans take pictures
at shows all the time and this is an easy way to either create a contest or
find some really great visuals to help promote Scarlet Canary.

Digital PR on Instagram
i. Objectives
a. Increase followers to 2000 by 06.01.2018
b. Raise the number of posts to once a day by 05.25.2018
ii. Target
a. Age: 21-35
b. No children
SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 40
 c. Located in Denver, Colorado
d. Prefers rock and roll and local music
iii. Instagram Content Strategy

There are two themes that could work very well currently for Scarlet
Canary to focus their Instagram posts around. The first could be that
there are two band members’ birthdays coming up. Hannah Maddox’s
(lead singer) birthday is June 12 and Allen Maddox’s (guitarist) birthday
is April 25. The band could easily plan a birthday show for either of
those dates and then create posts that are focused around those. The
second theme of Instagram posts could be upcoming tours. Scarlet
Canary goes on larger tours across the country every summer. This
could be an easy way to use #TourTuesdays or #ThrowbackTours to
create a running theme on their page and through searchable hashtags.

With a $300 budget for digital PR on Instagram the band could put that
towards contests or tickets. For the birthday shows the contest could be
as simple as, “whoever captions these three photos of Allen the best
wins two tickets to his birthday show on Saturday, April 28.” Along with
the tickets some of the money could go towards giving out two free
CD’s in a follow/tag/share contest. This gets people sharing the band’s
name and music around but also works towards the objective of
growing the Instagram followers.

In the past Scarlet Canary has worked with followers of the band to
name the upcoming tours, and this could also be a way to incorporate
the theme of #TourTuesdays. Letting the audience try and come up
with a catchy tour name creates another personal connection and buzz
on Instagram through tagging and hashtags. For this the band could
release a new photo with the upcoming tour dates with the space for a
title missing. Then they can give the option to the audience to share
SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 41
 their suggestions on what the tour should be named and
whoever’s gets picked wins a free shirt and signed poster
from the band. There is incentive and it’s fun to see the
audience get creative.

iv. Instagram Story

The formula being used for the Instagram advertisement is Star-Chain-

Hook. The way 11 Storytelling Formulas to Supercharge Your Social Media
Marketing explains it is, “The star grabs your audience’s attention. The
chain turns your audience’s attention into a desire. The hook gives them
something actionable to fulfill their desire”. By using this formula the
audience is realizing what they are getting out of listening to Scarlet
Canary.

Another formula that would work best for this kind of company would
be The Hero’s Journey, it could easily be made comical to stick with the
band’s personality. Simon Sinek’s Golden Circle is another formula that
could easily work and it would create a personal connection with the
audience about who Scarlet Canary is and why they create the music that
they do.

Need plans for Saturday night?

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 42

 Come hang out with Scarlet Canary
at Allen’s Birthday show! There
will be shots, good music, and sub-
par company.

Caption this photo for a chance to

win two tickets for the April 28th
show at Moe’s!

v. Instagram Scheduling Strategy

Posting once a day is the plan to reach the Instagram objective. There
needs to be an engaging caption so the audience is more likely to
reply. Once a week holding a poll on the stories creates engagement
with the audience and gets their opinion on set lists, merchandise,
etc. The band should also be engaging with other’s user content on a
daily basis. This can be in the form of liking commenting, or sharing
other Instagram accounts posts through the Repost to Instagram
app.

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 43

SEM
1. Benefits of SEM

A direct benefit of search engine marketing according to Matthew &

Zaban make in Road of Discovery - The Intricacies of Search Marketing is, “Speed
to market is a huge benefit of running paid search campaigns…paid search
takes a fraction of the time to set up. Clients can often get paid search
campaigns launched within a few hours”. For Scarlet Canary time is very
important because trends in music are constantly changing and videos go
viral in minutes. In a world like that the band has to have posts prepared if
something new happens in the industry. Another point that this article
makes is, “Search marketing is only one of many tactics within an
advertising toolkit, but it drives value where other channels leave a gap”.
As a band with limited channels for sharing content the option of search
engine marketing makes them fill in those gaps that they may be missing.

Mock SEM Ad
• Budget:
o $25/day - $200/total
• Location
o All countries and territories
o Denver, Colorado

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 44

 • Networks
o Search network
• Keywords
o 1. Scarlet Canary: brand category
▪ Search volume: 100 – 1K
▪ Competiveness: low
▪ Suggested CPC: $10
o 2. Maddox: brand category
▪ Search volume: 10K – 100K
▪ Competiveness: low
▪ Suggested CPC: n/a
o 3. Perspective: exact match
▪ Search volume: 100K – 1M
▪ Competiveness: low
▪ Suggested CPC: $8.47
o 4. Hard Rock: brand category
▪ Search volume: 10K – 100K
▪ Competiveness: low
▪ Suggested CPC: $22.50
o 5. Local music: product/service attributes/types
▪ Search volume: 1K – 10K
▪ Competiveness: low
▪ Suggested CPC: $2.00
o 6. Spectral: exact match
▪ Search volume: n/a
▪ Competiveness: n/a
▪ Suggested CPC: n/a
o 7. Don’t Be Afraid: exact match & brand category
▪ Search volume: 1K – 10K

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 45

 ▪ Competiveness: low
▪ Suggested CPC: $3.33
o 8. To The Heart: exact match
▪ Search volume: 10 - 100
▪ Competiveness: low
▪ Suggested CPC: n/a
o 9. Distorted Reality: exact match
▪ Search volume: 100 – 1K
▪ Competiveness: low
▪ Suggested CPC: n/a
o 10. Arise: exact match
▪ Search volume: 10K – 100K
▪ Competiveness: low
▪ Suggested CPC: $1.28
• Bidding
o Focus: clicks
o Maximize clicks-$75

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 46

 Content Calendar

1. 2.

3. 4.
8.

5. 6.

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 47

9.
10.

11.
7.

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 48

 Integration

Paid
Paid Ads
media

Facebook posts Instagram posts Twitter posts

Owned
about ticket sales about merchandise about new videos
media
contests/sales

Increase in followers, shares, and engagement across all platforms.

Earned
media Including more activity on Youtube and personal website.

Scarlet Canary has accounts on all main social media platforms but with
how active in the music industry that they are, their engagement and
activity could be higher. Through the use of paid ads on the platforms they
can increase the number of tickets sales, merchandise sales, and video
views they receive. By following this strategy the amount of earned/shared
media will increase for the band.

Evaluation
Metrics Being Tracked:

• Engagement on Facebook posts

• Follower increase on Twitter
• Engagement on Twitter posts
• Increase follower count on Instagram

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 49

How to Track Metrics:

• Individual platform analytics

• Weekly log of follower numbers
• Posting more regularly for a clearer idea of engagement numbers

SCARLET CANARY SOCIAL MEDIA CAMPAIGN - MAY 2018 50