FEBRUARY 21ST, 2016 | HEATHER REITZ

TABLE OF CONTENTS Page 1 // Cover Page

Page 2 // Table of Contents

Page 3 // Executive Summary | Social Media Audit

Page 4 // Executive Summary | Website Traffic Sources Assessment

Page 5 // Executive Summary | Audience Demographics Assessment

Page 6 // Executive Summary | Competitor Assessment

Page 7 // Online Persona & Voice

Page 8 // Strategies & Tools

Page 9 // Time & Key Dates

Page 10// Social Media Roles and Responsibility

Page 11 // Social Media Policy

Page 12 // Critical Response Plan | Scenario One

Page 13 // Critical Response Plan | Scenario Two

Page 12 // Measurement & Reporting Results | Website Traffic Sources Assessment

Page 15 // Measurement & Reporting Results | Social Network Data

EXECUTIVE SUMMARY // SOCIAL MEDIA AUDIT

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/muse

2 Million 3 posts per week 1%

Facebook https://www.facebook.com/muse/

17.3 Million 2 posts per week 0%

Instagram https://www.instagram.com/muse/

620K 2 posts per week 0%

Data as of February 15th,2016

Social Media Assessment:At the present time, the highest number of interactions per post occurs on Facebook. Very few

interactions happen on all three channels, however, all networks seem to be popular despite limited interactions.

EXECUTIVE SUMMARY // WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume Percentage of overall traffic

Conversion rate

Twitter 15,000 unique visits 7% 1.5%

Facebook 170,000 unique visits 10% 2.5%

Instagram NO DATA NO DATA NO DATA

Traffic Summary:At the present time, Facebook is the biggest driver of traffic to our website. The

conversion (Conversion goal= music sales) rate lags behind Twitter at 1.5% and 2.5%. Although no direct traffic us available for Instagram, many interaction happen on this platform.

Timeframe: Monthly average, January 2016 to February 2016

EXECUTIVE SUMMARY | AUDIENCE DEMOGRAPHICS ASSESSMENT

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

18-30| 65%31-40| 20%41-55| 10%56-80| 5%

60% |Female40% |Male

60% |Female40% |Male50% |Facebook20% |Instagram20% |Twitter

35% |Facebook20% |Instagram15% |Twitter

Checking off bucket list to see live. Heavy interest in genre of music.

For fun/ the thrill of attending concerts.

Survey information taken from visitor registration and email sign up. Total applicant responses: 100,000

Audience Demographics Summary:An overwhelming majority of the survey respondents are in the of the 18-30 group. Facebook and Twitter

are their core networks. The primary motivators is heavy interest in genre of music and live entertainment. Energies should be dedicated further in devolving content for Twitter and Instagram.

EXECUTIVE SUMMARY | COMPETITOR ASSESSMENTCompetitor Name Social Media Profile Strengths Weakness

Radiohead FB: https://www.facebook.com/radiohead

Written posts are personal rather than commercialized.

Doesn’t post personal photos/videos. Graphics aren’t as visually appealing.

The Killers TW: https://twitter.com/thekillers

Posts quality content. Doesn’t post as frequently.

Coldplay Instagram: https://www.instagram.com/coldplay/

Advertises merchandise and eye catching photos.

Merchandise posts are almost overbearing.

Competitor Assessment Summary:The above analysis on three major competitors with a strong presence on Facebook, Instagram and

Twitter. High quality visual content is their main engagement with their audiences.

ONLINE PERSONA & VOICEAdjectives that describe our brand:

• Unique• Bold• Inventive• Passionate

When interacting with our customers we are:

• Friendly• Inspirational• informative

STRATEGIES AND TOOLS

ToolsApproved tools:• Hootsuite• Buffer

Rejected Tools:• N/A

Existing Subscriptions/Licenses:• Vimeo• Photoshop• Adobe Premiere

Paid:• Every Tuesday boost most popular organic Facebook posts for the week. The post must have a minimum organic reach of 200, as

well as a minimum of 500 likes or 100 comments.Owned:• Consistently use of #DronesWorldTour to bands Instagram posts. Encourage adoption by fans and source a minimum of 1 piece of

user-generated content from tour per week to promote tour. Promote hashtag across all social media, an email newsletters.• When fans arrive promote the #DronesWorldTour on display screens. Earned:• Monitor Twitter for keywords and terms: muse, muse band, Matthew Bellamy, Dominic Howard and Chris Wolstenholme . Begin

contests for fans to win VIP tickets, general tickets and meet and greet with band. • Develop a tour video series, “Muse-ic Across the Globe” to be shared on social channels.

TIMING AND KEY DATES

• New Years• St. Patricks• Halloween• Guy Fawkes Night (UK)• Christmas

Holiday Dates Internal Events

• End of summer - live stadium tour in Europe. Filmed live and released worldwide on DVD.

• Reporting will occur once a quarter in January, April, July and October. Precise dates TBA.

Reporting Dates

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

Marketing Director: Tom Kirk

Social Media Manager: Larissa Bollig

Social Media Coordinator: Liam Taylor

Supporting Social Media Team Members:

• Eric Lopez (Social ads support)

• Giselle Vasquez (Social Media Support/

Customer Service)

SOCIAL MEDIA POLICY

Social media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Muse you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines:

• Be respectful to all• Use common sense• Stay out of trouble (don’t start a

fight or post something that’s illegal)

• Be polite, not rude or insensitive • Be the solution, not the problem• Be nice to strangers • Act helpful to fans

• don’t diss the competition • Excited about a company

event or campaign? • Feel free to spread the word

to your networks. • Not sure if your social

message is up to par?• Ask before you tweet - we’re

here for you.

Muse is serious about the appropriate use of social media by our employees. Violation of the Muse social policy may result in corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or anyone on the HR tea

CRITICAL RESPONSE PLAN // SCENARIO ONE

Scenario 1 - Inappropriate Tweet Sent from @MuseAction Plan 1. When Tweet is detected: Take screenshot (on Mac press: Command+Shift+ 3) Delete

Tweet Alert Larissa Bollig (Social Media Manager). If Larissa unavailable, alert Tom Kirk (Marketing Director.)

2. Larissa to sync with Tom to discuss impact and reach, and evaluate further action. 3. Larissa to develop appropriate follow up Tweet, Tom to approve. 4. If media has picked up the Tweet, Tom to manage all direct contact. If Tom is

unavailable, Laurie (Owner) will manage all contact. 5. Tom and Larissa to sync with employee responsible for publishing the Tweet to see if

disciplinary action is required.

CRITICAL RESPONSE PLAN // SCENARIO TWOScenario 2 – Stage technology errors, no injuries e.g: confetti canon misfireAction Plan • 1. Site crew to alert Laurie (Owner). Laurie to alert Tom Kirk (Marketing Director). • 2. Tom to sync with Laurie and Larissa (Social Media Manager) and evaluate the number of social media

mentions of the situation.• 3. If media has picked up the incident, Tom to manage all direct contact. If Tom is unavailable, Laurie will manage

all contact. • 4. Larissa to push messaging to social channel where the news broke first. Continue to monitor the spread of the

news to other social channels and push messaging there as necessary. • 5. Tom and Laurie to evaluate the need for a longer statement and write one, if necessary. • 6. Tom, Larissa and Liam (Social Media Coordinator) to continue monitoring the situation and bring in Liam Taylor

(Social Media Coordinator), Eric and Giselle (Supporting Social Media Team Members) as needed. Pre-approved messaging: Twitter: “We’re happy to report no injuries occurred in today’s incident. Thank you fans in the audience for being so patient with us while we try to get this show on track.”Facebook: “An incident occurred today with one of the confetti canons. We’re happy to say no one was injured. In order to investigate and protect the safety of our fans, we will not be using them for next few shows until we figure out the issue.”

MEASUREMENT AND REPORTING // WEBSITE TRAFFIC SOURCES ASSESSMENT

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 16,000 unique visits+ 7% growth

15% 2%

Facebook 180,000 unique visits+ 6% growth

25% 3%

Instagram NO DATA NO DATA NO DATA

Timeframe: Monthly average, November 2015 to January 2016

Quantitative KPIs Reporting Period: 3 months Data as of February 1st, 2016

MEASUREMENT AND REPORTING //SOCIAL NETWORK DATA

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/muse

2.5 million+ 20% growth

5 posts per week+6% increase

1.5%

Facebook https://www.facebook.com/muse/

20 million+ 13.5% growth

7 posts per week+ 28% increase

1%

Instagram https://www.instagram.com/muse/

630k+ 2% growth

5 posts per week+6% increase

5%

Timeframe: As of January 1st, 2016

• Our Instagram following has grown by 10,000 in three months, on track to hit our target of 20,000 followers in a 6 month timeframe. It’s important to note that the average interactions have increased by 0% to 5%.

• The social content team has done a fantastic job of curating and creating great content. We have surpassed of goal of increasing interactions from 0% to 5% on Instagram. A key tactic to this growth has been our ability to track user-generated content with the #DronesWorldTour hashtag and share it on networks. This content has been very popular within out community.