GW Track Cross Country Social Media Strategy Final
-
Upload
sangmi-park -
Category
Documents
-
view
100 -
download
1
Transcript of GW Track Cross Country Social Media Strategy Final
GW Track/Cross Country
Nicole AlmeidaKiriah CraneRyan HickeySangmi Park
Overview• Presentation Preview
• Current Situation
• Current Needs
• Best Practices
• Athlete Survey
• Recommendations
• Conclusion
Current Situation
220 Followers 516 Followers 73 Followers
Current Needs
• Recruiting
• Being able to reach recruits especially via Instagram
• Gain their interest in the program through social media
• Alumni Relations
• Track program alumni
• Integrating alumni more into social media
Best Practices
Best Practices● Develop a consistent brand voice● Use each platform differently● Post content with varying themes● Use personal stories of athletes to
connect with the audience ● Connect with running industry influencers
“...each platform has a purpose, and I really try not to double post. I don’t connect any of the accounts. I want each one to have its own voice that molds into one collective USATF brand voice.”
-Amanda Brooks, USATF Marketing and Communications Manager
Team Benchmarks• Ohio State
• Facebook 8,000+ followers• Used primarily for team news• 2-3 times per week• Large engagement
• Twitter 1,7000+ followers• Used primarily for facts about the team,
athlete news, new signings and retweets from industry and conference accounts
• 5-6 times per week• Instagram 310+ followers
• Used primarily for team travel, workouts and community engagement
• 3-4 times per week• Snapchat
• School account• Game highlights
Team Benchmarks• Team USA Track and Field
• Facebook 268,000+ followers• Used primarily for team news including
press releases and race recaps• 1-2 times per day
• Twitter 113,000+ followers• Used primarily for breaking news and
live event updates; gives followers the news first
• Retweets of influencers• 5-7 times per day
• Instagram 139,000+ followers• Used primarily for athlete stories,
behind the scenes look at the team, sponsored posts and advertisements, community engagement and running motivation
• 3-5 times per day
Rival Teams’ Social Media
Facebook - 250 followersTwitter - 779 followers Instagram - 129 followers
Facebook - 220 followersTwitter - 516 followers Instagram - 73 followers
Facebook - 474 followers
Team Survey
Team Survey• Questions asked:
• Demographic (gender, year, participated event)• What social media platforms are utilized• Thoughts on GW Track/Cross Country Social Media
• Which platforms are followed• What would make platforms better• If followed before coming to GW
• Thoughts as alumni• Total responses: 29 student athletes
Team Survey Results
Demographic
Team Survey ResultsWhat social media platforms are utilized
Team Survey ResultsGWU Track/Cross Country Social Media Platforms
Team Survey ResultsWhat do you think will make the GW Track/Cross Country social
media platforms more engaging? (Open Ended Response)-Most Common Answers
• Spotlights: team, athletes, coaches
• Consistency in content
• More posting of photos
• Tagging of athletes in related posts
• Throwbacks
Team Survey ResultsAs Alumni
Team Survey Results
As alumni what will make you more engaged? (Open Ended Response)-Most Common Responses
• Throwbacks to current alumni
• Posts about meets (results/accomplishments, photos, videos)
• Updates on team, upcoming meets, season
• Introduction of new runners
Recommendations
Recommendations
• Social Media Platforms:• Facebook• Twitter• Instagram
• Additions• Snapchat addition• Periscope for future reference
• Weekly content calendar
Recommendation: Facebook• Official Information
• Press releases• Official race schedules• Race results• Action photos or videos from races
• Target audience • Parents - of current students and recruits• Alumni• The running industry
• Always post with a caption • Athlete of the Week• #TBT - alumni
Example Facebook Post
Recommendation: Twitter• Informative, pithy, show team personality • Curate industry news through retweets and offer insight or perspective on how this
impacts the team • Include as many photos and videos as possible - have higher reach and engagement
with followers• Use common hashtags that could get the attention of users looking for similar posts • Use trending hashtags that see lots of viewers • Retweet athletes’ posts from personal accounts referencing practice, meets, the team
etc. to show personality
Example Twitter Post
Recommendation: Instagram• Opportunity to showcase GW Campus/Washington, D.C.• Utilizing National Mall
• Unique way to attract potential recruits• Athletes in action, both practice and competition• Incorporating alumni on a consistent basis• Hashtags
• Use topics that are trending to attract larger audience• Hashtag placement
• Utilize # in comment under actual post
Example Instagram Post
Recommendation: Snapchat• Use to connect with audience (fans, friends, family)• Recruiting tool:
• Most college and universities use to connect with 3 main targets:• Current students• Prospective students• Prospective athletes
• Content:• Behind the scenes• Mock interviews• Stimulate interest in schools’ sports teams• Perspective of a college student athlete
Example Snapchat Post
Recommendation: Periscope
• New live video social application if resources allow in the future
• Currently not used by many colleges and universities
• Beneficial to provide live video feed for friends and families who are unable to attend meets
• Application is linked with Twitter • Other video content: practices and behind the
scenes to show appeal of GW Track/Cross Country team
Example Periscope Post
Example Content Calendar
Conclusion
Conclusion
• Team has opportunity to grow as an athletic program & within its social media presence
• Utilize best practices on current social media platforms (Facebook, Twitter, Instagram)
• New platform(s): Snapchat, Periscope (Future reference)• Make content consistent and cohesive along all social
media platforms
Questions