new york giants
TRANSCRIPT
New York GiantsSocial Media StrategyBy: Ashley Bowen Pringle
Table of Contents
1. Executive Summary 2. Social Media Audit 3. 4.
Executive Summary The goal of our multiple social media outlets in 2016 is to promote our football team and to keep fans of our team in the loop with everything related to the organization.
Social Media Audit Social Media Assessment
Date: Data From August 2015- February 2016
Social Network URL Follower CountAverage Weekly Activity
Average Engagement Rate
https://www.facebook.com/newyorkgiants/likes
3,874,731
30 posts per week 1.20%
Twitterhttp://www.twitter.com/giants
974,00014 posts per week 0.51%
http://www.instagram.com/nygiants
1,000,000about 13 posts per week 1.63%
Giants' App
http://www.giants.com/fan-zone/Mobile-App.html
Majority of the team's interactions are on Instagram followed by Facebook for social
media platforms. The least amount was Twitter, but the Team has its own app with a 5 star rating of 438 reviews
Social Media Audit Website Traffic Sources Assessment Date:
Source Volume % of Overall Traffic Conversion Rate
Facebook no data No data No data
Twitter No data No data No data
Instagram No data No data No data
Social Media Audit
Audience Demographics Assessment Date:
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network Primary Need
Secondary Need
18-30 55% Female Instagram Facebook
Being able to keep up with what is going on with the team and the players.
To engage with the players
31-40 45% Male Facebook Instagram
41-55 25% Facebook
56-80 5% N/A
Majority of the fans who are on the social media sites are in the 18-30 age group, followed closely by 31-40 and 44-55. Facebook has the most people out of our social media platforms but Instagram has the most interaction.
Social Media Audit
Competitor Assessment: Date:
Competitor Name Social Media Profile Strengths Weaknesses
New York Jets http://www.newyorkjets.com/
New England Patriots http://www.patriots.co
m/
Social Media Objectives
To promote fans and prospect fans to visit the website and to buy their merchandise.
Drive traffic towards the buying section To feel connected to the organization which
includes players, coaches etc. Player Live tweets and Hashtags Coach skype calls Vintage Player jersey giveaways with
autographs
Social Media Objectives KPI’s More Twitter unique visitors More Twitter Traffic Number of Instagram followers Number of weekly posts on
Key Message Come Hang out with the
Coaches and Players Show your loyal spirit to the
Giants
Online Brand Persona and Voice Adjectives that describe our brand
Loyal Energetic Hype Fun Charismatic
Examples of Brand Voice in Social Media Interactions
Ticket Giveaways Fans posting pictures during
games “Player hacks social media
pages”
Strategies and ToolsStrategies Paid: Every Sunday boost most
popular organic Twitter posts for the weekend. The post must have a minimum organic reach of 200, as well as a minimum of 50 likes or 3 comments.
Owned : Use more hashtags catered to the team like #Giantsfansunday,
Earned : Monitor the use of the Giants name on Twitter and also players on the team that are popular
Tools Hootsuite
Timing and Key Dates Internal Events :
Trade Deadlines Draft Day
Reporting: Draft Day Start of season Media Days after games
Key Dates: Super bowl Sunday Pro Bowl Sunday Pre Season Games
Social Media Roles and Responsibilities
Pat Hanlon Senior Vice President of Communications
DeAndre Phillips Director, Communications
Corry Rush Director, Public Relations
Frank Mara Vice President of Community Relations
Allison StangebyVice President of Community & Corporate Relations
Jennifer Conley Director Community & Youth Relations
Joann Lamneck Community & Alumni Relations Manager
Alyssa Agrifolio Community & Fan Relations Manager
Social Media Policy Prohibited Uses Generally Without limiting the foregoing, you agree not to transmit, distribute, post, communicate or store information or other material on, to or through the Services that: (a) is copyrighted, unless you are the copyright owner or valid licensee to such materials and you have
the right to grant us the rights and licenses set forth in Section 13 of this Agreement; (b) reveals trade secrets, unless you own them, or you are the valid licensee to such materials and you
have the right to grant us the rights and licenses set forth in Section 13 of this Agreement; (c) infringes on any other intellectual property rights of others or on the privacy or publicity rights of
others; (d) is unlawful, obscene, indecent, sexually explicit, threatening, harmful, defamatory, threatening,
harassing, abusive, hateful, slanderous or embarrassing to any other person or entity or refers negatively to people or groups on the basis of their race, ethnicity, religion, sexual orientation, gender, or similar characteristics;
(e) contains false statements or misrepresentations that could damage you, us or a third party Don’t use slang or discriminate words on posts
Critical Response Plan Scenario: Player gets arrested for Murder
Action: 1. Address the fans about the arrest 2. Speak to the marketing team about how to
resolve the issue for the organizations 3. If fans want to return the jerseys or get money
compensation from what they bought for the player Pre Approved messaging: None
