Oklahoma City ThunderAngelo Yeskey 2/17/2016

Table of Contents• Executive Summary, Feburary 2016 • Social Media Audit • Social Media Objectives • Online Brand Persona and Voice • Strategies and Tools • Timing and Key Dates • Social Media Roles and Responisbilities• Social Media Policy • Critical Response Plan • Measurement and Reporting Results

Executive Summary• Our major social media goals are to encourage more

interaction among fans and to grow our following on various platforms. Our primary focus will be Twitter, as that is very popular among sports fans who are active on social media and is currently our smallest following.

Social Media AuditSocial Network URL Followers ActivityTwitter Twitter.com/okcthunder 1.21M 6-10 links a

week. Live tweet during games

Facebook Facebook.com/OKCThunder

5.8M 20-40 posts a week

Instagram Instagram.com/okcthunder

1.6M 25-50 posts a week

Social Media Audit• Official website: http://www.nba.com/thunder/ • Audience: Residents of Oklahoma and the US mid-west, fans of

the NBA, fans of the OKC Thunder basketball team. • Competitors include: Other sports leagues (NFL, NHL, MLB) and

other franchises in the NBA • Note: Also on Snapchat (username OKCThunder)

Social Media Objectives- Demographic Information• NBA fans are a younger demographic (45% of regular viewers

are under the age of 35). Other demographic information: 70% male, 45% African American

• 1 in 3 NBA fans will regularly use the internet to track live scores from their preferred games or favorite teams

• This demographic is 40% more likely to use a mobile device to access their social networks

• There are more than 450 million total NBA fans and their online quest to access stats and specific data about their favorite teams and players has increased by more than 66% since the 2012-2013 season

Social Media Objectives• Our objective is to increase our Twitter followers by 500,000 in

the next calendar year and to increase engagement on all of our social media platforms by 30% in the same timeframe.

• KPIs: Number of followers on Twitter. Number of interactions on tweets (retweets, likes, replies, quotes), Facebook posts (likes, comments, shares) and Instagram (likes, comments). Number of weekly posts on each platform

• Key Messages: #ThunderUp, #GetUpGetLoud, #ThisIsWhyWePlay

Online Brand Persona and Voice• Adjectives that describe our brand

Stable Reliable Safe Fun

• Interactions with fans Almost non-existent outside of providing content An area that could use improvement

Online Brand Persona and Voice

Twitter @okcthunder

Online Brand Persona and Voice

Instagram @okcthunder

Facebook.com/OKCThunder

Strategies and Tools• Earned

Offer discounts for team store after wins Have ticket giveaways

EX- Retweet this to enter into raffle for free tickets Partner with local and/or national restaurant and offer special deals

dependent on game outcomes EX- If the Thunder score 115 points, get 15% at local Chick-Fil-A

• Tools Tweetdeck Hoosuite

Timing and Key Dates• Key dates

Any game day Rivalry games (Memphis, San Antonio) Games against other conference leaders (Golden State, San Antonio,

Cleveland) Holidays

Thanksgiving Christmas Valentine’s Day Easter

Start of the NBA Playoffs

Social Media Roles and Responsibilities• Director, Marketing and Brand Management: Dawn Turner • Digital Media Production Coordinator: Ben Sledge • Manager, Marketing: Kristiana Van Winkle • Creative Services Director: Lisa Waite • Director, Interactive Media & Publications: Ron Matthews

Social Media Policy• Social Media Guidelines

Keep things family friendly Think before you tweet Reflect the enjoyment the game brings Avoid sensitive subjects If you are unsure about content you are about to post, check with

someone. If you are not in a position to check, do not post the content. Play it safe

Critical Response Plan• In the event of an inappropriate tweet

Delete tweet at earliest opportunity Issue an apology for tweet across all platforms

• In the event of another critical situation Wait and work with PR team to craft a unified message for the

situation After the message is made, post it on all platforms and then post it

again in the evening (or following morning)

Measurement and Reporting Results• Reporting Period: 5 Months

Social Network

Followers Engagement

F-Increase

E-Increase

Twitter 1.41M 55% 200,000 7%Facebook 5.95M 44% 150,000 2%Instagram 1.7M 50% 100,000 2%