dolphins social media strategy
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Miami Dolphins Social Media Strategy
Table of Contents
1. Executive Summary, September 2016
2. Social Media Audit
a. Social Media Assessment, September 2016
b. Traffic Sources Assessment, June 2016 – September 2016
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, September 2016 – December 2016
3
Executive Summary
Our major social media priorities for the last quarter of 2016 are to increase
engagement across all social media platforms.
The primary focus will be to increase support for the team, draw in new
supporters, and increase team apparel and ticket sales by adding a variety of
engaging social media content and encouraging stronger connections
between fans and the team.
Three major social strategies will support this goal:
1. Increase the variety of content across all social media platforms.
2. Increase the interactivity of our social media content.
3. Encourage engagement and conversation with fans on social media.
4
Social Media Audit The following is an audit of the Miami Dolphins’ social media presence to date.
It includes an assessment of all social media networks, traffic, demographics,
and includes a competitor analysis.
Social Media Assessment Date as of September 20, 2016
Social Network URL Follower Count Average Weekly
Activity Average Engagement Rate
Facebook facebook.com/MiamiDolphins
2,171,826 70 posts per week .25%
Twitter Twitter.com/MiamiDolphins
660,900 100 posts per week .03%
Instagram Instagram.com/miamidolphins
600,000 60 posts per week 1.6%
LinkedIn Linkedin.com/company/miami-dolphins-&-hard-rock-stadium
10,032 1 post per week .4%
Social Media Assessment: At present time, our interactions are extremely low. The most interactions are on Instagram. The lowest rate is on Twitter but
The high number of posts per week could be a contributing factor. We may want to decrease the number of Twitter and
Facebook posts per week to try to increase engagement. The few posts made on LinkedIn don’t draw much, if any interaction
And it may be time to consider closing that platform.
5
Website Traffic Sources Assessment Timeframe: Monthly average June 2016 to August 2016
Source Volume Percentage of Overall Traffic
Conversion Rate
Facebook 10,000 unique visits 10% 6.4%
Twitter 6,000 unique visits 6% 1.3%
Instagram NO DATA NO DATA NO DATA
LinkedIn 150 unique visits .15% .01%
Traffic Summary: At present time, Facebook drives the most traffic to the website and has the best conversion
rate. No data is available for Instagram but interactions are good and it’s safe to assume
some traffic comes from that channel.
6
Audience Demographics Assessment
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
15% 18-30 25% 31-40 30% 41-55 30% 56-80
65% Male 35% Female
70% Facebook
10% Instagram
20% Twitter
30% Facebook
20% Twitter 20% Instagram
Keeping up with team news and events.
Checking scores, checking status of players.
Audience Demographics Summary:
Seeing as the primary demographic is males between the ages of 41 and 80,
with Facebook being the overwhelming primary social network, Facebook posts
should remain a primary focus. The female and younger demographics prefer
Instagram and interact well with us on that channel, so content developed for
Instagram should be made with those demographics in mind.
7
Competitor Assessment
Competitor Name Social Media Profile
Strengths Weaknesses
Jacksonville Jaguars
Instagram: Jacksonville Jaguars
Engagement on Instagram is good. They have a third of the followers we have but get about the same number of likes and comments per post. They know how to appeal to the younger Instagram audience using fun props for pictures.
They could be taking more advantage of branded hashtags to bring excitement and awareness to the brand.
Tampa Bay Buccaneers
Facebook: Tampa Bay Buccaneers
Good use of video posts, especially a regular interview segment with players.
They don’t take advantage of photos. Their candid, natural photos get three to four times the likes their heavily edited photos do but there are much fewer of those.
Competitor Assessment Summary The competitor assessment consists of two competitors in the area. The Jaguars are doing a better job engaging with and
Appealing to the demographic on the channel assessed. Knowing your audience is key to good social media branding. Tampa
Bay needs to use photos that appeal to the fans more. Sometimes simple is better and in this case, it is.
8
Social Media Objectives
In the last quarter of 2016, our primary focus will be to increase vocal support
for the Miami Dolphins team and increase team apparel and ticket sales by
increasing engagement on our social media platforms. In order to achieve this
goal, we will increase the variety and interactivity of our social media content
and encourage social media relationships with fans through engagement
and conversation.
Some specific objectives include:
1. Increase engagement on Facebook by 30% in 6 months via:
a. Decreasing number of posts per week by 50%
b. Increasing candid-style photo posts/featuring fan submitted photos in one post per week
c. Adding regular “behind the scenes” style interview segments
2. Increase engagement on Instagram by 25% in 6 months via:
a. Appealing to demographic with clever images
b. Reduce similar back-to-back postings
KPIs 1. Number of Facebook and Instagram likes
2. Number of weekly Facebook posts
3. Number of Twitter followers
3. Increase Twitter followers by 40,000 in 3 months
Key Messages • We bring everything to the game
• A team with heart and loyal fans
9
Online Brand Persona and Voice
Adjectives that describe our brand:
• Competitive
• Driven
• Athletic
• Loyal
• Proud
The voice of our brand:
• Encouraging
• Motivational
• Appreciative
10
Strategies and Tools Paid Two days before a game, boost most popular weekday posts to build excitement for
game day. Posts should have a minimum of 2500 likes.
Owned Source one piece of user-generated content to feature per week. The featured post must
include a photo or video. Add branded “Phin Fan Feature” as the title of the weekly
feature and as a hashtag. Encourage fans to use hashtag to get their posts featured.
Earned Encourage players to take and post their own appropriate behind the scenes photos
and videos and tag the main social media pages in the post.
Consider a player or cheerleader takeover for Instagram to get a different perspective
at an event or during a practice.
Tools
Approved Tools: • Hootsuite
• Buffer
Rejected Tools: • N/A
Existing Subscriptions/Licenses
• Phototshop
• Vimeo
11
Timing and Key Dates Holiday Dates
• New Year
• Memorial Day
• Fourth of July
• Labor Day
• Thanksgiving
Internal Events
• Super Bowl Sunday (February 5th)
Reporting Dates
• Reporting will occur once a quarter in
March, June, September, and December
in the first week of each month.
12
Social Media Roles and Responsibilities
Chief Marketing Officer –Jeremy Walls
Marketing Director –Patrick Arthur
Senior Director, Digital and Print Media –Scott Stone
Marketing Manager –Brittany Reid
Social Media Manager –Vince Pannozzo
Marketing Coordinator –Jordan Catrair
Account Coordinator –William Anderson
Multimedia Host –John Congemi
Network Support Specialist Anthony Iglesias
Network and System Support Technician –John Pritzker
13
Social Media Policy
Social Media is vital to our lives and to our brand. We use it to get the word out on brand
information, events, and news as well as for personal use on a day-to-day basis. As a social
media user as well as an employee and representative of the Miami Dolphins, you are
expected to conduct your social media usage with a certain level of respect, etiquette, and
and appropriate decorum outlined in these guidelines:
• Be respectful to everyone you interact with
• Do not instigate arguments or fights
• Be polite
• Be courteous
• Offer help to problems
• Do not speak ill of your coworkers or teammates
• Promote games and events, don’t hesitate to show your excitement!
The Miami Dolphins take this social media policy seriously. Failure to comply with the
guidelines laid out above will result in disciplinary action dependent on the severity of the
action up to and including termination from the company. You may also be subject to
legal action if the company feels the situation calls for it. Any questions and concerns
should be taken to your manager or department head.
14
Critical Response Plan
Scenario 1 – Inappropriate Tweet Sent from @MiamiDolphins
Action Plan
1. When Tweet is detected:
• Take screenshot of offending Tweet
• Immediately delete the Tweet
• Alert Vince Pannozzo (Social Media Manager) or Scott Stone (Senior Director,
Digital and Print Media)
2. Vince to connect with Scott to assess damage, reach, and plan for further action.
3. Vince to develop appropriate follow up Tweet for Scott to approve
4. When Tweet is picked up by media outlets, Scott will handle all direct media contact
and release a statement on behalf of the company. If Scott is unavailable,
Patrick Arthur (Marketing Director) will handle media contact.
5. Vince and Patrick will contact employee responsible for the Tweet to determine if
disciplinary action is necessary.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO Messaging in this scenario is dependent on the nature and severity of the offending Tweet. Messaging to be assessed and approved by Social Media Manager and Senior Director.
15
Scenario 2 – Inappropriate Tweet Sent from Player’s Personal Account
Action Plan
1. When Tweet is detected:
• Take a screenshot of the offending Tweet
• Alert Vince Pannozzo about the Tweet. If Vince is unavailable, contact Scott Stone
(Senior Director, Digital and Print Media.)
2. Vince to develop Tweet on behalf of the company making it clear that the offending
Tweet does not represent the thoughts or beliefs of the brand. Scott to approve Tweet.
3. Vince and Scott to assess damage and reach done by offending Tweet.
4. Scott to handle all direct media relations and release a statement on behalf of the
company concerning the Tweet. If Scott is unavailable, Patrick Arthur (Marketing Director)
will handle the media.
5. Vince and Scott to contact Ann Hake (Senior Manager of Player Relations)
6. Vince, Scott, and Ann to contact player to delete offending Tweet and meet with player
to develop a statement concerning the Tweet.
7. Scott will set up a press conference for the player to address media and make the
statement apologizing for the Tweet.
Pre-approved messaging
Twitter: We are aware of (player)’s Tweet. The Miami Dolphins don’t share or condone
his thoughts.
16
Measuring and Reporting
Quantitative KPIs
Reporting Period: 3 months
Data as of December 1st 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, September 2016 to December 2016
Source Volume Percentage of
Overall Traffic Conversion Rate
Facebook 13,000 unique visits
11% 6.9%
Twitter 7,000 unique visits 6% 1.4%
LinkedIn 150 unique visits .12% .01%
17
Social Network Data
Timeframe as of December 1st 2016
Social Network URL Follower Count
Average Weekly Activity
Engagement Rate
Facebook Facebook.com/MiamiDolphins
2,210,000 3.4% growth
35 posts per week
2.8%
Twitter Twitter.com/MiamiDolphins
700,000 6% growth
70 posts per week
1.1%
Instagram Instagram.com/miamidolphins
640,000 6.6% growth
60 posts per week
1.9%
LinkedIn Linkedin.com/company/miami-dolphins-&-hard-rock-stadium
10,100 .7% growth
1 post per week
.4%
18
Social Network Data Report
• We met our goal to increase Twitter followers by 40,000. It’s a steady rate of
that we can hopefully continue to keep up with. Interactions on Twitter have
also increased.
• The decrease in Facebook posts per week has started to boost the interactions
we receive on that channel as has boosting the popular posts before game day.
• We will be keeping LinkedIn open as a channel for hiring and other various
networking purposes. It will not remain a primary account used to drive
business to the website.
#PhinFanFeature Performance
• The feature and hashtag are performing well. Fans are vying to be in the
spotlight which means we receive awesome fan-submitted content to share and
retweet. The fans are loving the interaction the feature is allowing them.
19
Quantitative KPIs
• The comments and reception of most content is positive and enthusiastic.
Fans like to see the good works the brand participates in and to see fans
highlighted every week.
• Most negative comments are about team performance and lost games. It’s
unavoidable but offset by the positivity on the content being produced.
Proposed Action Items
• Continue Phin Fan Feature.
• Consider more video posts.
• Consider adding GIF posts to Facebook.
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