Miami Dolphina

Miami Dolphins Jessica Bass!

9/23/16

TABLE OF CONTENTS1. Executive Summary

2. Social Media Audit

a. Social Media Assessment

b. Traffic Sources Assessment

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

Our major social media priorities for 2016 are to grow our online following and create more of a social media presence. !!We will focus on generating more traffic, and gaining more followers on major social media networks. We will do this by reaching out and being more relatable to our audience and sharing content that is both engaging and relevant. !!Two major social strategies will support this objective: !!1.Target and engage with both our local and !national audience. !2. A plan to share more relevant content.

EXECUTIVE SUMMARY

The following is an audit of the Miami Dolphin’s social media presence to date (October 2016). It includes a social media, website, audience and competitors assessment.

Social Media

NetworkURL Follower

CountAvg.

Weekly Activity

Avg. Engageme

nt Rate

Instagramhttps://www.instagram.com/miamidolphins/

605000 4 posts per day 3%

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

2175390 6 posts per day 4.3%

Twitterhttps://twitter.com/MiamiDolphins?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr

667000 10 tweets per day 2.1%

LinkedInhttps://www.linkedin.com/company/miami-dolphins

3294 n/a

Assessment Summary: Based upon this social media assessment, Instagram and Twitter have almost the same amount of followers and low engagement. LinkedIn is the least used social media network so the closing of this network should be considered. Facebook is their most active and popular social media platform so this should be our target for audience and getting the message out.

SOCIAL MEDIA AUDITSOCIAL MEDIA ASSESSMENT

10/2/16

SOCIAL MEDIA AUDITWEB TRAFFIC SOURCES ASSESSMENT

Social Media Network Volume % Overall

TrafficConversion

RateInstagram 10K 8% 1.3%Facebook 30-40k 17% 1.9%

Twitter 100-600 11% 2%LinkedIn No data given

Assessment Summary: Based upon the information available, Instagram has an average traffic of 10,000 people per post. Facebook drives more traffic with 30-40k views per post and around 100 comments per post. Twitter’s traffic is much more inconsistent with favorites and retweets ranging from 100 to 600. As far as LinkedIn goes, with little interaction or following, the information is not available.

10/2/16

CUSTOMER DEMOGRAPHICS ASSESSMENT

Age Gender Primary Secondary Primary Need Second

18-30 Female 70%

Facebook

50% Instagram

Fan of the sports the team

Fan of NFL

sports in general.

31-40 Male 20% 30% 41-55 10% 20% 56-80

SOCIAL MEDIA AUDIT

Assessment Summary: Given the popularity of the team, it is safe to say that their fan-base is people of all ages. If a survey was given based on age and gender distribution those ages 18-30 would choose Facebook as their primary social network, followed by Instagram then Twitter. Their primary need would be because they are a fan of the Miami Dolphins team and secondary need would be that they are fans of the NFL as a whole.

10/2/16

COMPETITOR ASSESSMENTCompetitor Name Social Media

Profile Strengths Weaknesses

!!

New England Patriots

FB: 6,557,577 Lots of interaction,

similar posts, larger following.

Inconsistencies in comments, likes and

shares per posts which call in to

question how much traffic and

engagement they are really getting.

!!!

Washington Redskins

Instagram: 528,000 followers

10-15k likes per post so that shows lots of traffic and that people stop and react to the photos posted.

They have less followers so they

clearly have issues expanding and reach

large numbers of people.

SOCIAL MEDIA AUDIT

Assessment Summary: This analysis focuses on two major competitors for their most popular social media platforms: Facebook and Instagram. These accounts share similar, high quality, visually pleasing photos and relevant articles. Their faults are inconsistencies in comments and likes on all photos and posts.

10/2/16

!Overall Business Goals: In 2016, the focus of our social media strategy will be to increase clicks and traffic on Facebook, Instagram and Twitter. In order to achieve this, we will make it our priority to reach out to our community and target the correct audiences. This will allow us to gain more followers and achieve our overall goal. We will also improve our posts and make our content more personal and engaging. !Social Media Objectives to Support Business Goals: 1. Increase visitors (clicks and traffic) on Twitter by 50% over the next 6 month vis: a) reaching out locally and engaging in different events solely to promote our social media networks. 2. Increase Instagram followers to 1 million in 6 months. 3. Increase audience and interact on all social media networks by: a) interacting with our current following !KPIs Quantitative: 1. Number of Instagram followers. 2. Amount of traffic and click through rates on Facebook and Twitter respectively. 3. Number of people we reach out to and interact with. !Qualitative: 1. Interaction and feedback based upon us reaching out. 2. Sentiment Analysis !Key Supporting Messages: A team that not only preforms on the field in the spotlight but has connections and relationships with those that support them.

SOCIAL MEDIA OBJECTIVES

Adjectives That Describe Our Brand:

• Successful

• Entertaining

• Talented

Examples of Brand Voice in Social Media Interactions:

• Personable (friendly)

• Humble

• Open-minded

• Engaging

ONLINE PERSONA AND BRAND VOICE

Paid: 1. Every Thursday night set up content posts through Buffer to carry through the weekend. 2. Get 20% more likes her post. Owned: 1. Announce that we will be making a conscious effort to communicate with our followers more consistently. Earned: 1. Assign popular player to host the Facebook Live events. Tools Approved: Buffer Rejected: none Existing Subscriptions/Licences: n/a

STRATEGIES AND TOOLS

Key Dates: During football season, every Holiday is important but we will especially utilize Labor Day, and Thanksgiving. !Internal Events: Both home and away games. Any press and news events especially during the play-offs. !Lead Times: Content will need to be developed and create the content as it happens. In order to release everything on time, our staff must be “on-call” and ready to work. !Reporting Dates: Reporting will occur twice per month during football season (August-February) and once per month during off-season.

TIMING AND KEY DATES

SOCIAL MEDIA ROLES AND RESPONSIBILITIES

- Social Media Director: Monty Karas Responsibilities: Responsible of assigning, monitoring and over seeing all tasks that have to do with social media for the team. !- Social Media Manager: Lauren Lenhart Responsibilities: In charge of Twitter, Facebook and Instagram posts. Manager will have to respond and be in charge of reaching out to the right audience. !- Social Media Coordinator: Hannah Wannamaker Responsibilities: Coordinator will be assigned to all functions with BufferApp.

Social Media Policy: Social Media is such a big part of our lives and the National Football League. As a major organization social media is the perfect outlet to spread a message and reach out to fans and followers across the county. As an employee and representative of the Miami Dolphins, you are expected to represent the brand accordingly and follow these guidelines.

SOCIAL MEIDA POLICY

!Be respectful, stay humble, polite, excited and encouraging, and always be nice to everyone we interact with.

• Scenario 1: A disgruntled fan Tweets at the Miami Dolphin’s Twitter account accusing the organization of endorsing drug use when player suspected of failing a drug test was approved to play in the upcoming game.

*The tweet sparked National outrage and increased suspicion of the ruling.

• Action plan: First, we would delete the tweet and contact the Twitter user directly to set the record straight. We would then issue a press release relaying the same information.

• Scenario 2: Our Instagram specialist posted a photo and made a typo in the caption that gave a negative religious connotation.

• Action plan: We will immediately edit the post and issue a statement about our intents and how our organization does not support or condone the connotations made.

*No pre-approved message for either scenario—

messages will depend on the individual and the scenario

when it comes about

CRITICAL RESPONSE PLAN

MEASUREMENT AND REPORTING RESULTS

Social Media

NetworkURL Follower

CountAvg.

Weekly Activity

Avg. Engageme

nt Rate

Instagramhttps://www.instagram.com/miamidolphins/

605000 + 12% growth

4 posts per day + 8% growth 2%

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

2175390 + 18% growth

6 posts per day + 14%

growth 5%

Twitterhttps://twitter.com/MiamiDolphins?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr

667000 + 10% growth

10 tweets per day +12%

growth 6%

LinkedInhttps://www.linkedin.com/company/miami-dolphins

3294 n/a

Quantitative KPIs: Reporting results twice per months of August-February and once per month throughout the remainder.

Social Network Data

Social Media Network Volume % Overall

TrafficConversion

RateInstagram 10K + 30% growth 35% 2.6%Facebook 30-40k + 20% growth 24% 2.1%

Twitter 100-600 + 25% growth 20% 0.05%LinkedIn No data given

MEASUREMENT AND REPORTING RESULTS

Web Traffic Data

Qualitative KPIs:Sentiment analysis: All in all, posts received more followers, higher click through rates and the team was over all more engaging to its followers and readers.

Further actions: We would still like to get our number of followers higher on every platform but encourage the continuation of personal interactions.

Performance of other tools N/A