Samenvatting

Stadstheater Zoetermeer is an organisation that provides a stage for individuals and groups with a desire to
perform. On the other hand Stadstheater Zoetermeer is an organisation that provides a place where visitors can enjoy theatre. Their goal is to discover, to experience and to meet new people, old friends or that stunning
artist you’ve never seen before.
This plan was commissioned by Stadstheater Zoetermeer to determine the value of engagement on social
media and to formulate a strategy concerning social media. Stadstheater Zoetermeer wishes to create an
experience around the performance of an artist. Stadstheater Zoetermeer beliefs that social media is a tool to
enlarge an experience.
With the results of this plan Stadstheater Zoetermeer wishes to determine a strategy concerning social media
to influence the engagement in a positive way. The research problem before determining the strategy is: what
triggers engagement on the social media channels of Stadstheater Zoetermeer?
From the literary study done in advance, it appeared that the theory of Li & Bernoff fits the desire of the
organisation.
The research done to support the social media plan consists of both desk- and field research, of which the field research has been executed using quantitative research. The desk research consists of social media analyses and a benchmark research, whereas the quantitative research was executed with a short online survey.
Desk research showed that Facebook and Twitter are the most used channels. However none of the channels applies to a strategy. Benchmark research shows the strategy of the competition. Competitor the Goudse Schouwburg communicates content with a high engagement rate.
A social media plan is formulated by defining the target group on social media using the Social Technographic
Profile by Li & Bernoff. The target group on social media contains mainly women from 25 up to 54 years. Then a strategy is formulated based on Li & Bernoffs POST method. This method contents the following: people,
objectives, strategy and technology.
The people or target group is defined by using the Social Technographic Profile, where objectives are defined by using the wishes of the organisation as a starting point. A strategy is formulated based on the target group and objectives. Two strategies have been formulated that fulfil the wishes of the target group.
There is need for content that inspires the target group. The target group is active on social media but likes to
read articles, reviews and content posted by others. The target group does not show their presence by liking,
sharing or reacting. Therefore a strategy is designed to fulfil this desire of the target group.
On the other hand the organisation wishes to enlarge the engagement via social media. A small part of the
target group has a desire to like, react and share on social media. Given those two facts another strategy is
formed. Thus one strategy fulfils the wish of the target group to read and the second strategy fulfils the desire
to create more engagement via social media.
In order to create more engagement via social media it is necessary to communicate content what is unique,
personal and a reproduction of the reality. Content that contains such as messages creates more engagement via social media.