Social Media StrategyJohnny Townsend2/12/16

Miami Dolphins

Table of Contents1. Executive Summary, February 20162. Social Media Objectives

a. Social Media Assessment, February 20163. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

Executive Summary • Our major social media priorities for 2016 will be to increase our

following of fans and sports lovers across the nation. • The primary focus will be to reach revenue goals by attracting social

media users to our online website, twitter account, and Instagram page.

Two major social strategies will support this objective: • A plan to post content more frequently.• Post content that initiates conversation between our followers.

Social Media Objectives • In 2016, the primary objective of our social media strategy will be to increase our following of fans

and sports lovers across the nation. In order to do so, our social media priorities will be growing online following + community by sharing more engaging, relevant content and building deeper relationships with our fans.

Some specific objectives include: • Increase unique visitors from social properties to website by 25% in 3 months via:

a. A plan to post content more frequently.b. Post content that initiates conversation between our followers.

• Increase Instagram and Twitter followers by 10,000 in 3 months.

a. Increase volume of visual content published on Facebook and Instagram channels by 30% in 3 months.

Social Media Audit• The following is an audit of the Miami Dolphins social media presence to date. It

includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

• Social Media Assessment Data as of February 12, 2016

Social Media Assessment:

At present time, the highest number of average weekly activity occurs on Instagram (engagement rate cannot be calculated at present time.) No interactions occur on LinkedIn and the opening of that channel should be considered moving forward.

Social Network URL Follower Count Average Weekly Activity

Twitter twitter.com/MiamiDolphins 555.9k 30 posts per week

Instagram Instagram.com/MiamiDolphins 509k 33 posts per week

Facebook facebook.com/MiamiDolphins 2.1m 20 posts per week

Social Media Audit • Website:

- http://www.miamidolphins.com/• Audience

- Football fans across the United States particularly in South Florida.

• Competitors - Main competitors are the other two NFL teams in Florida, The Jacksonville Jaguars and the Tampa Bay Buccaneers.

Online Brand Persona and VoiceAdjectives that describe our brand: • Traditional• Serious Football • Fan Loving

When interacting with customers we are: • Informative • Team-Oriented • Friendly

Strategy and Tools • Paid: Every Sunday boost most popular Facebook posts for the day. The

post must have a minimum organic reach of 1000, as well as a minimum of 200 likes or 50 comments. • Owned: Introduce the use of #CancerFighters to community Instagram

posts. Encourage adoption by fans to regram, retweet, and shout out. Promote hashtag across all social properties, email newsletters as well as printed promotional material. • Earned: Monitor Twitter for keywords and terms: Miami, Dolphins,

Sunday, Football. Extend 15 free ticket contests for random followers. - Partner with 5 Miami Dolphins players to extend the contest details and spread the hashtag Cancer Fighters.

Timing and Key Dates Holiday Dates • Presidents Day• Martin Luther King Jr. Day• Valentine's Day• Fourth of July

• Internal Events • March 25th + 26th – March for

Cancer • July 4th- Countdown to Kickoff

Social Media Roles and Responsibilities

Social Media Department• Marketing Director – Patrick

Arthur• Social Media Manager – Vince

Pannozzo • Social Media Coordinator –Jon

Cope

Supporting Social Media Team Members • Multimedia Host- John Congemi• Producer/editor- Matt Bergbaur

Social Media Policy Social media is a big part of our organization aside from football. We use it to spread franchise messages, interact with fans and players, and to share our personal activities and events. As an employee of the Miami Dolphins organization you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following some simple guidelines: • Be polite, not rude or insensitive • Use common sense • Avoid controversial posts• Be the solution, not the problem • Act helpful to fans and social media users

Critical Response Plan Scenario 1 - Inappropriate Tweet Sent from @MiamiDolphinsAction Plan 1. When Tweet is detected:

• Take screenshot (on Mac press: Command+Shift+ 3) • Delete Tweet • Vince Pannozzo (Social Media Manager). If Vince is unavailable, alert Patrick Arthur (Marketing Director.)

2. Vince to sync with Patrick to discuss impact and reach, and evaluate further action. 3. Vince to develop appropriate follow up Tweet, Patrick to approve. 4. If media has picked up the Tweet, Patrick to manage all direct contact. If Patrick is unavailable, John Cope (Social Media Coordinator) will manage all contact. 5. Vince and Patrick to sync with employee responsible for publishing the Tweet to see if disciplinary action is required.

Measurement and Reporting• Quantitative KPIsReporting Period: 3 months Data as of February 12, 2016

• Website Traffic Sources Assessment Timeframe: Monthly average, February 2016 to May 2016

Our twitter following has increased by 10% over the past three months helping us to reach our desired mark.

Source Volume Percentage of Overall Traffic Rate Conversion Rate

Twitter 1100 unique visits+ 10% growth 15% 2.60%

Instagram 3300 unique visits+10% growths 17% 1.90%

Facebook 500 unique visits +3% growth 1% 0.00%

Measurement and Reporting#CancerFighters Hashtag Performance - Between February 12, 2016 and May 1, 2016 the hashtag was mentioned 4300 times on Twitter and 1200 times on Instagram. • 30 Instagram posts published with the hashtag yielded higher than average

numbers of comment interactions, typically involving users tagging their friends in the comments.

Proposed Action Items • Continue #CancerFighters Campaign • Consider #DolphinGiveaway campaign to give 50 tickets to random

social media followers for being loyal fans.