ApplicationsofNewandEmerging

MediaFinalReport

Spreading sober parties across the nation

Preparedfor:
ExecutiveDirectorJakeWhite

Jake@party0.org

SocialMediaTeam:

MarthaSlawinskiandDevinGummarebothIWMmajorsthatworkedwithParty.0during
thefallsemester2015.Togethertheycreatedasocialmediapolicyandworkedcloselywith
ExecutiveDirectorJakeWhitetoimproveParty.0ssocialmediapresence.

December17th,2015

TableofContents

Abouttheclient.Pg.3

Situationstatement&objectives.......Pg.4

Targetaudience&strategy....Pg.5

Contentcalendar...Pg.7

Projectdeliverables.......Pg.8

Futurepractices...Pg.11

Timeline..........Pg.12

Analytics..............Pg.13

Appendix.........Pg.14

Workcited...........Pg.15

Abouttheclient

OurclientParty.0,isaneventplanningbusinessrunbystudentvolunteers.Thefounder
isJakeWhite,aUniversityofWisconsinOshkoshgraduate.Thisorganizationcoordinates
soberpartiesforcollegestudentswhochoosenottoconsumedrugsoralcohol(ordrinks
responsibly).Itmustbeclearhowever,Party.0doesntjudgeorbashindividualswhochooseto
drink,butratherfocusesonprovidingpositiveexperiencesthroughsoberparties.
Sincefirstmeetingwithourclient(Party.0)wehavebeengiventheresponsibilityof
producingnewcontentforthesocialmediapages.Oneofthemaingoalswastoincreasethe
numberofsubscribers,likesandfollowerstoeachsocialmediaaccount.Priortoanywork
beingdone,theFacebookaccountwasat374likes,whiletheTwitteraccountwasat14
followers.TheTwitteraccountwasrecentlyreplacedwithanewaccount,whichisalreadyupto
56followers.Party.0sInstagramaccountwasinthelowteensfornumberoffollowerswhen
thisprojectstarted.

Specialthanks

BothMarthaandDevinwouldliketothankJakeWhiteandParty.0fortheopportunityto
workwitharealorganizationforthefallsemester.ItwasapleasuretoworkwithJakeandtobe
givensuchagreatopportunitytogethandsonexperience.

Martha Slawinski

Devin Gumm

Situationstatementandobjectives

OurclientsobjectivesrevolvedaroundrevampingParty.0ssocialmedia
platformsandgainingalargerfollowingineachoftheplatforms,whileexcludingany
kindofbashingornegativeconnotationstowardsalcohol.Inordertodeliveronthese
objectivesweimplementednewstrategiesandgoalsforParty.0andreconsideredwhat
kindofvoicetouse.DuringourmeetingswithfounderJakeWhite,wewouldrunideas
andconceptsbyeachotherinanefforttoimprovethequalityandeffectivenessof
content.Wealsodiscussedthekindofaudiencewewantedtoreachouttoinorderto
gaingreaterexposureaswellasobtainnewsponsorsforParty.0.

Party.0isanorganizationthatpromotessoberpartiesbutwedonotpost
anythingnegativeaboutalcohol.Wearenotlookingtobashthosewhochoosetodrink,
butratherprovideasafealternativethatcanprovidesimilarsocialexperiencesasa
party.
JakeWhite

Targetaudienceandstrategy

Party.0aimsforcollegestudents,especiallyunderclassmenwhoarenewto
collegelifeandtheabundanttemptationsthatcomealongwithit.Collegebrings
thousandsofyoungadultstogetherandcanbeoverwhelmingtothosewhoarenotso
familiarwithdrinkinganddrugconsumption.SinceParty.0putsonsoberpartiesnear
campus,itcanbeagreatalternativetogoingouttopartiesandbarstodrinkand
consumeotherdrugs.Itgivesstudentswhomaywanttotakeiteasyonthedrinkingfor
astretchorjustdontliketodrinkatallanexcusewhenconfrontedwithpeerpressure.

Personas:

Student:

Name:CalieJohnson
Age:20
Occupation:CollegeStudent
Major:Nursing
Interests:Hangingoutwithfriends,
running,music,andblogging
Status:Boyfriendof2years

Sponsor:

Name:TheoAnderson
Age:32
Occupation:RedBullSalesManager
Interests:Boating,spendingtimewith
hisdog,traveling
ProfessionalInterest:CreatingRedbull
sponsorships

SinceParty.0doesnotlooktomakesalesofanysort,butratherofferaservice,
ourtargetaudienceorsponsorpersonasarequiteunique.Party.0lookstoattracta
fewdifferentkindsofindividuals.Obviouslytheserviceistailoredforthecrowdthat
doesntdrink,butalsoreachesbeyondthisaspect.Providingpositiveexperiencesand
bringingpeopletogethertomeetnewfriendsisalsopartofthemission.Withthisidea,
Party.0stargetaudiencealsoconsistsofstudentswhomaybelookingtomeetothers,
butfeelgoingouttopartiesistheonlywaytodoso.
Therewereseveralaspectsthatneededchangesorrevisionswhentryingto
achievethemaingoalofParty.0s.Wetookcloserlooksatthecontentthatalready
existedandbrainstormedideasinwhichtoimproveonthemforfutureposts.Whetherit
bewritinginavoicethatmaybemorecollegestudentfriendly,orsomethingassimple
asimplementingmorepopularhashtagswehopetogetalargerstudentfollowing.

Herearesomeoftheactionswearetakingtoimproveourreachtothe
targetaudience:

Writingmostcontentinamoreinformalway
Collegeagedstudentsarea
crowdthatmaybelearninghowtocommunicateproperlyandinaformal,
professionalwayinclasseshowever,an18or19yearoldonsocialmediahas
aneasiertimecomprehendingamorerelaxedtone.Exampleswouldinclude
usingavocabularymoresuitedtowardsthatspecificage,andalsomakingsure
toavoidlecturingandsoundingtooprofessional.Wetookintoconsideration
someoftheresultsyieldedfromastudybytheNielsenNormanGroup(Nielsen
2010).

Utilizingallsocialmediaplatformsmorefrequently,andcrossplatform
sharingposts
PostingpicturesonInstagramandcomposingtweetsonamore
regularbasisisoneofthemainfactorsofgainingnewfollowers.Weaimedto
usebothplatformsmore,butalsotopromotetheotherplatformsoneachother.
Thereisanoptionwhenpostingphotosortweetstosharethatsameposton
yourotheraccountsatthesametime.Party.0hadntbeenpracticingthis,and
nowwearedoingsowheneverpossible.Thishelpstoreachotherfollowerswho
maynotbefollowingorkeepinguptodateontheothersocialmediaplatforms.

Hashtagefficiency
Hashtagsarenowusedonalmostallofthesocialmedia
sites,includingTwitter,Facebook,Instagramandmanyothers.Simplyusinga
hashtagisntgoingtoyieldgreatresultsanymore.Itisimportanttolookinto
whatthemostpopularhashtagsareandthemostpopularonesthatwouldbe
relevanttoyourspecificpost.Itsalsoimportantnottobogdownpostswithan
excessiveamountofhashtags,orhashtagsthathavenothingtodowiththepost
orgoal.Wevebeenkeepinginmindwhatourtargetmarketmaythinkofwhen
tryingtofindcontentthatrelatestoourmission,andbasinghashtagsoffofthat.

ContentCalendar
AfterlookingintoHootsuitesinformativeblogaboutthe
implementationofacontentcalendar,weveputtogetherasimplecalendarin
whichwetrytofollowbestpractices(Sorokina2014).Ithelpstoform
consistencywithcontentproductionandalsodeliverabetterexperienceforour
currentfollowers.Itwasalsoputintoeffecttodrawnewfollowers,byspreading
thewordaboutParty.0frequently.Withanincreaseinqualitycontent,weare
hopefulanincreaseofsocialmediafollowerswillensue.

ContentCalendarGuideline:

Content

Platform(s)

Time

Monday

Motivationalpostorameme

Facebook
Twitter

am&pm

Tuesday

Tweetday(2to3tweetswith
idealhashtags)

Twitter

am&pm

Wednesday

Instagrampostsharedonboth
TwitterandFacebook

Facebook
Instagram
Twitter

pm/late
afternoon

Thursday

Tweetday(2to3tweets)and
Facebookpostifanypartyon
weekend

Facebook
Twitter

58p.m

Friday

FBFriday(postaboutupcoming Facebook
Twitter
party,wishesforgood
Snapchat
weekend,contentarticle)

25p.m

Alsoposttweetaboutparty(if
thereisone)
Snapchatupdates
Saturday

Tweetaboutparty(ifthereis
one)

Twitter
Snapchat

latepm

Facebook
Instagram
Twitter

noonandpm

Snapchat:updatesonparty,
partydetails,etc.
Sunday

IGpostfrompartyormeme/FB
update/2tweets
Hitoneverything,Sundayis
phoneday.

Timelyposting
Withourteambeingsoclosetothetargetmarketage,
wehaveafirsthandunderstandingofcollegestudentssocialmedia
tendenciesaswellasbehaviors.Wehavebeentryingtopostcontentata
timeinwhichourfollowersandtargetmarketwillbemostactiveonsocial
mediaplatforms.Mostofourpostsareduringtheafternoontoearly
evening.Itiscommonforstudentstobeontheircomputersandmobile
devicesintheafternoonandlateratnight(Benna2015).Realistically
thereisntenoughtimeforustomeasurewhattimespostsproducethe
bestresults.Measuringaccuratelycouldtakeuptoafewmonths,and
sincewedonthavethatkindoftimewearegoingwithourbesteducated
guess.Wefeelitmakesthemostsensewithourspecifictargetaudience
tochoosealatertimetopostmostofourcontent,asalsosuggestedby
SoniaGregory,ownerandcreativedirectorofFreshSparks.com(Gregory
2015).

Deliverables

SocialMediaContentStrategies:

OurgoalduringourtimeworkingwithParty.0wastoexpanditssocialmedia
presenceacrossallofitsplatforms.Socialmediaisafundamentalcomponentfor
businessestouse.AccordingtoademographicstudybyJeffBullas,72%ofallinternet
usersarenowactiveonsocialnetworks.Theanalyticsshowedushowourworkwith
Party.0haspaidoffthusfarandwillhopefullycontinuetodoso.Webeganour
changestoParty.0ssocialmediainthebeginningofOctober.Wepostedcontentto
theirFacebook,Twitter,andInstagram.

WetookseveraldifferentmeasurestogetParty.0ssocialmediarevamped.

Createdauniformlogoacrossallplatforms
Posteddailyduringpeaksocialmediahours
UtilizedthepowerofhashtagsonTwitterandInstagram
Hadfunwiththecontentandtriedtogetfollowersinvolvedwheneverpossible

Facebook:

ThisplatformwhereParty.0hasitslargestfollowingandallowedustoreachthelargest
demographic.Asateam,wemadeanefforttomakesureFacebookwastheplatformin
whichwelookedtoproducethelargestquantityofcontent.WeusedFacebookto
shareeventinformationwithourfollowers.Wewereabletoseeoneachposthowmany
peopleitreached,whichwasextremelyhelpful.Wealsomadesuretoswitchupthe
contentinordertokeepitinterestingandexciting.

Instagram:

InstagramallowsParty.0togivefollowersanexcitingandexpressiveinsightto
theirevents.NickSteevesatWishpondtelluserstopostbehindthescenesphotos.
Mostofthetime,thiskindofpostgetcommentsandinteractionsfromusers.Taking
Nicksprofessionaladvicewewillhavecontentthatshowsourfollowerswhathappens
atasoberparty.Theseinsidepostshavegeneratedpositiveresponsesfromour
followers.

10

WehavecreatedathemeforourInstagramandpostweekly.Alsowewantto
havefunwiththecontentwepost,usingideassuchas#mememondayandimplement
theuseofcreativehashtagsinsteadofthebasichashtagsthatmaynotreachthe
audienceweintended.

Twitter

OnTwitter,Party.0isabletoconnectwithinfluencers,followersandsponsors.We
createdanewTwitterandfocusedonfollowingorganizations,businesses,and
influencersthatemulatethevaluesofParty.0.Throughresearch,apracticewe
followedwastheOnetweetatatimeidea.OnJeffBullasswebsite,heexplainsthe
importanceoffocusingononepostatatimeandmakingsurethecontentisrich.In
otherwords,qualityoverquantity.Asingletweetadayisbetterthan5tweetswithno
substantialcontent.

11

Budget

SincePaty.0isanonprofitthereislittlebudget.Theorganizationdependsonour
sponsorsforfundingtohostthesoberparties.
Thecurrentsponsorsinclude:
Redbull
Verve
PapaJohn's
OshkoshCommunityAreaFoundation
OshkoshPlantingTechnologiesInc.

FuturePractices:

ImplementnewSnapchat:
Onceourfollowingreachesourtargetgoal,wewillopenourSnapchattothe
publictofollowus.Wedonotwanttobiteoffmorethanwecanchew.Paty.0will
focusonthemainplatformstheycurrentpostcontenttoandexpandingthem.
Afterwearehaveasubstantialfollowing,Snapchatshouldbeconsideredthe
nextplatformtoimplement.

Producenewcontentperiodically:
Thisisthemainreasonwecreatedourcontentcalendar.Byfollowingthe
calendarParty.0willbeabletoshowitsfollowersthatitisactiveandreliable.

Continuetoincreasereachonallplatforms:
Utilizingtheguidelinesfromthesocialmediapolicy,Party.0willcontinuetoseea
riseinlikes,comments,shares,retweets,favoritesetc.

Reachouttoinfluencersandsponsorsandtrytocoordinatepartnershipsand/or
donations:
Party.0hastheopportunitytoexpandpartnershipsandsponsorshipsnationally.
IfstudentsfromuniversitiesoutsideofWisconsinstartachapterofParty.0,itis
importanttogainlocalsponsorships.

12

Overall,wewereveryhandsonwiththesocialmediaaccountsduringthetime
wespentworkingwithParty.0.Wewerenotabletoseeadramaticchangeinour
analyticsasthatwilltaketimetodevelop.Movingforward,Jakeandhisteamwillbe
abletoimplementaswellasimprovethesocialmediapolicyandcontinuetogrow
Party.0ssocialmediapresence.

Timelinewithdates

WeekOne:
ImplementnewTwitterandreceiveallsocialmedialoginstoaccessaccounts.
WeekTwo:
Postcontenttosocialmediawithnewlydevelopedsocialmediacalendar.
WeekThree:
Continuepostingtosocialmediaaccounts.CreatedUniformlogosforallaccounts.
WeekFour:
ImplementresearchintoweeklypostsviaTwitter,Facebook,Instagram.
WeekFive:
Startedseeinggrowthinouranalyticsandcontinuepostingcontent.
WeekSix:
PostedandpromotedJakesupcomingeventtoFacebookandTwitter.
WeekSeven:
December17th2015Clientpresentationandfinalreportsummarizingourwork.

Appendix

Logins:

Hootsuite
jake@party0.org

Twitter
info@party0.org

Facebook*AccessgrantedbyJakeWhite
Instagram
partypoint0@gmail.com

13

Logos:

Analytics:

Facebook:

14

Twitter:

SocialMediaPolicy:

TheseguidelineshavebeencreatedtosetastandardforParty.0.Asateammemberof
theorganizationyouaretofollowtheseguidelinesatalltimesinordertoensureParty.0is
representedappropriately.Carefullyreviewtheseguidelinesandcontinuetoreferencethem
frequentlywhileworkingforParty.0.ThankyouforcontributingtoParty.0.

1. AdminsgivenaccessaretopostappropriatecontenttosupportParty.0sgoalsand
values.
2. ContentpostedtoParty.0ssocialmediashouldberelevant,fun,andreflectpositivelyon
Party.0.
3. AvoiddiscussingsubjectsofcontroversyonallParty.0splatforms.
4. Alwaysshowrespecttootheropinions.
5. ThosewhorepresentParty.0asanorganizationmustdosoinaprofessionalmatter.
6. Ifyoumakeanerroronapost,fixthemistakeimmediately.
7. Supportquestionablecontentwithsourceswhennecessary.
8. AlwaysprotectconfidentialParty.0information.

15

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