Social Media Marketing Project

1. PRESENTED BY
Ashvinie | Kashif | Pravesh | Satyameet | Thomas

2. 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.

3. SOCIAL MEDIA PRESENCE

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

5. TARGET SEGMENT
Age : 17 to 32 Yrs
Aspiring Artists
Independent,
self-reliant,
energetic

6. 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

7. Being Punk Malkovich
“the reason I do love punks because I Attitude, not attire
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.” Agnostic
Love Pets
“I think 'punk' tattoos are
Apolitical kind of lame. If you love
the band that’s great.
But when I see people
Ink and piercings with just 'punk' tattooed
on them it looks really
pathetic.”

8. POSITIONING TRIANGLES
Crowd funding for Indie Music
COMPETITIVE
Shozon • Rockethub
Unique to the Punk/Indie scene • Ticket-o-
meter
• Dukits

9. POSITIONING TRIANGLES
Lifestyle Goal : Live by their own rules
LIFESTYLE
Tattoos expressing
socio-political
messages, non-
Shozon conventional /self
Channel to express
modified clothing &
accessories depicting
anti-consumerist
movement, self
modified bikes that talk
about speed and

10. POSITIONING TRIANGLES
Relevant social & character tensions or
conflicts:
Inability to gather resources and fan base
NARRATIVE
Aura: reliable event facilitator Involve Allegory :
Elevation of the
talent within

11. 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

12. Campaign “Smackdown”
Campaign
“SMACKDOWN”

13. Campaign Campaign FINAL
Awarenes Launch FINAL 3 SMACKDOWN
CAMPAIGN IMPLEMENTATION PLAN
s
4 weeks 2 weeks 5 weeks 4 weeks
Profile Posting of SMACKDOWN
Identificatio creation & videos by Crowdfunding
Content artists and initiations on
n of 15
sustained fan Shozon
talents Developmen engagement
t
Approaching Key influencers Engaging Key
influencers
Facebook promotions, Tweets, Blogs, Forums, Tumblr
May 1 June 1 June 15 July 22 Aug 22

14. Campaign Metrics
# 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

15. 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