chicago cubs mock 2014 digital plan

2014 Chicago Cubs Digital Strategy Memo OVERVIEW We are extremely focused on expanding the team’s fan base, building enthusiasm for the 2014 Chicago Cubs season, and increasing profits through ticket sales. We will continue to foster a community within the fan-‐base by implementing a story tool and creating a website for fans to connect around the globe. We will also expand excitement around the 2014 season using digital contests — a way to incentivize user-‐generated content, but also make fans feel part of the Cubs community. Finally, we will increase profits for the Cubs. Using social media and email lists to encourage purchasing tickets and team apparel will increase profits dramatically. SOCIAL MEDIA Social media is an important medium to accomplish all three of our goals. Maintaining active Facebook, Twitter, and Instagram accounts will be a key aspect of the overall digital plan. The Chicago Cubs have already implemented a “Social Media Night” during the season. While this is a great first step, there should be multiple “Social Media Nights” throughout the season, and rewards for people who are participating and key influencers. More than 65% of adults have Facebook and Twitter accounts. They are using these mediums to discuss their interests, including sports teams. These platforms are a way to engage the Cubs fan-‐base. The Cubs already have strong followings on all three of these platforms, however, there are more things that could be done to generate content and increase engagement. The Cubs should create a social media-‐based hub on their website, where fans are able to see all of their accounts in one place and have a glimpse of content before going to the actual social media website. The Cubs rival, the Chicago White Sox, have a website like this in place currently. On Facebook, the Cubs currently have over 1.8 million likes. They post frequently, and their content engagement, even in the off-‐season, is pretty high. To increase the strength of their content, the Cubs could offer contests when appropriate. The Cubs also

could offer downloadable Timeline images for fans Facebook accounts to promote excitement for the upcoming season. On Twitter, the Chicago Cubs have just over 289,000 followers — a number that should absolutely be increased. Additionally, only a handful of their players have Twitter accounts. All Cubs players should be on Twitter, sharing behind-‐the-‐scenes content with fans. By using Donate Your Account, the Cubs will be able to select content to share with a larger group of people. This tool will increase the number of impressions and create a larger following. We will use Cubs-‐specific hashtags on all platforms so fans are able to track posts from other supporters. For example, the general hashtags for the 2014 season will be #Cubs14 and #CubsPride. Additionally, we will create hashtags for important events, like #CubsOpeningDay. These hashtags will be intuitive and promoted both online and offline. Instagram is another important digital tool the Cubs can use to improve their engagement with fans and generate enthusiasm. Currently, they have just over 60,000 followers. Every Thursday, the Cubs should incorporate a #tbt (#ThrowbackThursday) on Instagram. These photos will depict the history of the Chicago Cubs. Additionally, the Cubs will launch digital contests through social media with incentives for people to share their stories, purchase merchandise and tickets, and generate enthusiasm for the current season. STORY TOOL The Cubs have been part of household since 1903. Fans have stories — and these stories are ones the team will want to share to foster a sense of community. The creation of a story tool will remind fans the stake they have in the team and also provide content for the digital team to promote on social media and through the blog. GROWING THE EMAIL LIST Our role in growing the Cubs email list would be to brainstorm new ways to drive target audiences to Chicago.Cubs.MLB.com, where they will find a place to sign up for updates from the team.

We will also utilize social media channels already in place, as well as blog posts, to encourage top influencers to join the email list. We will set goals for improvement and encourage the Cubs community to assist. Additionally, well-‐known fans, like celebrities, will play a large role in encouraging others to sign up for the Cubs email list through their personal social media accounts. On the birthdays of some of the Cubs’ star players, we will email fans asking them to sign birthday cards for the players. The email will lead to a sign-‐up form, where we can gather information about the fans. The sign up pages will also be publicized on social media and the Cubs websites, creating a way for the Cubs to grow their email list. Similarly, the use of targeted digital ads on Facebook, Twitter, and Google will help grow the email list. NEW WEBSITE CONNECTING FANS Cubs fans are based all over the world – and there should be a hub where they can find each other and celebrate important milestones in the season together. Currently, this does not exist, however, other sports teams like the Green Bay Packers have implemented this sort of website. Launching ChicagoCubsFans.com will foster a community of Cubs fans across the globe. The digital team will work to hold watch parties for games, using the email list to ask for hosts and invite people to parties nearest them. The site would also be displayed on a tab within the Cubs’ main website. The Chicago Cubs will work in coordination with sites like YouTube and work to livestream games in order for people to easily hold watch parties. BRIDGING THE GAP BETWEEN ONLINE TO OFFLINE Many teams have added a Social Media Lounge in their fields — and so should the Chicago Cubs. Creating a Social Media hub offline is a way to bridge the online to offline gap. The Lounge is also an excellent way to promote user-‐generated-‐content and connect with and engage fans. The lounge should feature televisions, so people are not missing out on the game, but also televisions solely for the purpose of streaming social media content. Additionally, there should be a portion of the room dedicated for fun photos the fans can capture to post on Instagram. The lounge itself would also host contests to encourage fans to visit while they’re at the ballpark. Additionally, to create a populated atmosphere, celebrities should make appearances in the Social Media Lounge.

Tweets Three Weeks Prior to Opening Day

Three Weeks Out • Have your tickets for #CubsOpeningDay on 4/4? Buy them here: <LINK TO

TICKETMASTER> • We’re getting ready for #CubsOpeningDay. You’re already part of the team —

dress like it. Take 20% off merch today —> <LINK> Two Weeks Out

• #Cubs fan that can’t make it to Wrigley for #OpeningDay? Meet up with fans living near you for a watch party. Tell us you’ll host one here: <LINK>

• RT this if you’re excited for #CubsOpeningDay in just 14 days <GRAPHIC> • There’s still time to order your #CubsOpeningDay tickets — you’re not going to

want to miss this game <LINK> • Be with us as we kick off the 2014 season at Wrigley. Grab your tickets here —>

<LINK> • Already have your #CubsOpeningDay ticket? Tweet us a picture — first 5 people

get a prize! One-‐Week Out

• Want a chance to meet the team and win VIP tickets to #CubsOpeningDay? Share your favorite #Cubs memory here —> <LINK TO STORY TOOL>

• #Cubs fans are all around the world — and we want you to meet up for an #OpeningDay watch party. Sign up to host one here: <LINK>

• Can’t come to Wrigley for #CubsOpeningDay? Visit our new website to connect with fans all over the world to watch the game: <LINK TO WEBSITE>

• 7: the number of days until #CubsOpeningDay. Share your favorite #Cubs memory for a chance to meet the team: <LINK TO STORY TOOL>

• #CubsOpeningDay is next week — and it looks like it will be a chilly one. Stay warm at Wrigley in this #Cubs swag: <LINK TO APPAREL>

• Last call! Grab your #CubsOpeningDay tickets before it’s too late —> <LINK> Game Day

• It’s #CubsOpeningDay at Wrigley! Play ball! #CubsPride • How are you celebrating #OpeningDay? Find a watch party here: <LINK> • Who’s wearing their blue and red today? Instagram a picture and use

#CubsOpeningDay — we’re sharing our favorites • Who has #CubsPride? Instagram a picture of your #CubsOpeningDay outfit —

you might see yourself on our website!

From: Dale Sveum, Chicago Cubs Manager Subject: #CubsOpeningDay — a chance to win tickets and meet the team Cubs Family — Our fans are the best. For the last 111 years, you have crowded our stadium on Opening Day — whether it be West Side Park or Wrigley Field, you’ve been there to support us. We all have memories from this ballpark — who could forget listening to Harry Caray shouting “Holy Cow!” or sweeping the White Sox in the Crosstown Classic? In just 14 days, your boys will take the field again. We know how crucial our fans are to our success — and that’s why we want you there with us. <LINK>Share your favorite Chicago Cubs memory — our favorites will win VIP tickets and meet the 2014 team on Opening Day. </LINK> Sharing this day with our fans is important to us — you’re the heart and soul of our team. It only takes a minute — submit your story here: <LINK> See you at the ballpark. Go Cubs, Dale Dale Sveum Manager, Chicago Cubs

January 2014

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 New Years Day TBT Instagram

5 6 7 8 9 10 11 Trivia contest James Russell

Birthday TBT Instagram

12 13 14 15 16 17 18 Merch discounts Launch TBT

Instagram Contest

19 20 21 22 23 24 25 MLK Day Email about tickets TBT Instagram

Jeff Samardzija Birthday

26 27 28 29 30 31 Launch Contest to

throw first pitch at home game

TBT Instagram

EVENTS

Trivia Contest 1/6 is Trivia Day. We launch a contest on Twitter asking Cubs trivia questions throughout the week. The first person to respond gets free season tickets, apparel, ect.

TBT Instagram Contest

Submit your favorite #TBT Cubs photo on Instagram using #TBTCubs. Best photo is featured on the website and winner will receive autographed Cubs gear.

First Pitch Contest Tell us what you’re most excited for this season in a sign up form. Our top answers will go into a poll on our website — the person with the answer voted for the most will have the opportunity to throw out the first pitch at a home game during the 2014 season.

February 2013


1 2

3 4 5 6 7 8 9 Push Valentines Day

buying season tickets Launch Instagram

contest to win trip to a spring training game

Winter Olympics Begins TBT Instagram

10 11 12 13 14 15 16 Valentines Day

Season Tickets Kicker Email

Launch Spring Training Campaign

Valentines Day TBT Instagram

17 18 19 20 21 22 23 President’s Day Begin countdown to

Spring Training TBT Instagram

24 25 26 27 28 Spring Training Begins TBT Instagram

EVENTS

#CubsLove Instagram Contest Use #CubsLove on Instagram to take a picture that embodies your love for the Cubs. Winner will get the chance to go to a Spring Training game in Arizona.

#CubsLove Twitter Contest A Twitter contest around Valentines Day where fans use #CubsLove and tell us why they love the Cubs. Our top 3 answers win a trip to a spring training game.

March 2014


1 2 3 4 5 6 7 8

National Anthem Day

TBT Instagram

Jake Arrieta’s Birthday

Employee Appreciation Day blog

9 10 11 12 13 14 15

Push buying tickets to opening day

Donnie Murphy’s Birthday Tweet

Recaps of Spring Training

Discounted merch on social

TBT Instagram

16 17 18 19 20 21 22

Juan Lagres Birthday Launch ChicagoCubsFans,com

and send email about parties

Cubs Opening Day ticket picture prize

TBT Instagram

23 24 25 26 27 28 29

Launch 1 week out contest

Starlin Castro’s Birthday

TBT Instagram

Junior Lake’s Birthday

Game @ Dbacks Game @ Dbacks

30 31

Game v. Nationals

Opening day contests on Twitter

EVENTS

National Anthem Day Compile our favorite moments in Cubs history singing the National Anthem before games and post as an Instavideo.

Employee Appreciation Day Highlight some of the longest working Cubs employees on the blog.

One Week Out Story tool contest to meet the Cubs team on opening day and win VIP tickets to the game.

April 2014


1 2 3 4 5 April Fool’s Day

Game @ Pirates Game @ Pirates Home Opener Game v. Phillies

Game v. Phillies

6 7 8 9 10 11 12 Game v. Phillies ChicagoCubs.com

email watch parties for Cardinals game

Game v. Pirates Game v. Braves Launch #BeatCardinals campaign

Game v. Braves National Siblings Day

Game @ Cardinals Game @ Cardinals

13 14 15 16 17 18 19 Game @ Cardinals Game @ Yankees Game @ Yankees Game v. Reds Game v. Reds

20 21 22 23 24 25 26 Game v. Reds Game v. Dbacks Game v. Dbacks Game v. Dbacks Game v. Dbacks

Wellington Castillo Birthday Email about watch parties for Brewers games

Game @ Brewers Game @ Brewers National Pretzel Day email

27 28 29 30 Game @ Brewers Game @ Reds Game @ Reds Game @ Reds

EVENTS

National Siblings Day Instagram a picture of you and your siblings using #NSDCubs for a chance to win autographed baseballs

#BeatCardinals Twitter campaign used to generate enthusiasm around game against known rival.

National Pretzel Day Email sent to people attending the game for a free pretzel at the ballpark.

May 2014


1 2 3 Game v. Cardinals Game v. Cardinals

4 5 6 7 8 9 10 Game v. Cardinals Game v. White Sox

Cinco de Mayo

Game v. White Sox Game @ White Sox National Teachers Day

Game @ White Sox

Game @ Braves Game @ Braves George Kottaras Birthday

11 12 13 14 15 16 17 Game @ Braves Mother’s Day

Game @ Cardinals Game @ Cardinals Game @ Cardinals Game @ Cardinals Game v. Brewers Game v. Brewers

18 19 20 21 22 23 24 Game v. Brewers Game v. Yankees Game v. Yankees Game @ Padres Game @ Padres

Game @ Padres

25 26 27 28 29 30 31 Game @ Padres Neil Ramirez Birthday

Game @ Giants Memorial Day

Game @ Giants Game @ Giants Game @ Brewers Game @ Brewers

EVENTS

Cinco de Mayo Celebrate Cinco de Mayo in blue and red at a ChicagoCubsFans.com watch party. Instagram your photo using #May5Cubs to win the chance to throw out the first pitch at an upcoming home game.

National Teachers Day Win tickets for your entire class. Share why your teacher has been an important part of your life through our story tool.

Mothers Day Cubs players will release a video discussing their mothers. We will also launch a contest for 2 autographed jerseys for the child-mother pair to tweet using #CubsMothersDay first.

June 2014


1 2 3 4 5 6 7 Game @ Brewers Game v. Mets Game v. Mets

Chang-Yong Lim Birthday

Game v. Mets Game v. Marlins Game v. Marlins

8 9 10 11 12 13 14 Game v. Marlins Game @ Pirates

Zac Rosscup Birthday

Game @ Pirates Game @ Pirates Game @ Pirates Dallas Beeler Birthday

Game @ Phillies Pedro Strop Birthday

Game @ Phillies

15 16 17 18 19 20 21 Game @ Phillies Father’s Day Video of Players talking about their fathers

Game @ Marlins Game @ Marlins Game @ Marlins

Brooks Raley and Christian Villanueva Birthday

Game v. Pirates Game v. Pirates

22 23 24 25 26 27 28 Game v. Pirates Game v. Reds Game v. Reds Game v. Reds

Daniel Bard Birthday

Game v. Nationals Game v. Nationals Game v. Nationals

29 30 Game v. Nationals Neil Ramirez Birthday

Game @ Red Sox

EVENTS

Father’s Day Cubs players will release a video discussing their fathers. We will also launch a contest for 2 autographed jerseys for the child-father pair to tweet using #CubsFathersDay first.

July 2014


1 2 3 4 5 Game @ Red Sox Game @ Red Sox 4th of July

Game @ Nationals

Game @ Nationals

6 7 8 9 10 11 12 Game @ Nationals Game @ Reds Game @ Reds Game @ Reds Game @ Reds Game v. Braves Game v. Braves

13 14 15 16 17 18 19 Game v. Braves All Star game watch

party email Launch #CubsAllStars campaign

All Star Game

EVENTS

4th of July We want to see your best 4th of July Instagram photos. Top 5 photos win VIP tickets to an upcoming home game.

#CubsAllStars Who’s your all star on the Cubs? Tell us why that person is inspirational to you through our story tool and win a chance to hang out with that player before the game.

chicago cubs mock 2014 digital plan

Technology