Project 1 - Social Media Management
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Carolina Panthers Social Media Strategy
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Transcript of Project 1 - Social Media Management
Carolina PanthersSocial Media Strategy
Table of Contents1. Executive Summary, September 2016
2. Social Media AuditA. Social Media Assessment, September 2016B. Traffic Sources Assessment, April 2016 – Sept.
2016C. Customer Demographics AssessmentD. Competitor Assessment
3. Social Media Objectives4. Online Brand Persona and Voice
Table of Contents cont. 5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results, April 2016 –
Sept. 2016
Executive SummaryOur social media priorities for the 2016-2017 NFL Football season will be increasing interaction with fans over social media and encouraging more fans to join our online following community.
The primary focus will be to keep fans informed about the progress of the Panthers throughout the season as well as to increase interaction with the team and players.
Two major social strategies will support this objective:1. A plan to increase the number of posts before, during and
after games. 2. Encourage fans to interact with the team’s social media
accounts as well as personally with the players’ and coaches’ accounts.
Social Media Audit
The following is an audit of the Carolina Panthers’ social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.
Social Media AuditSocial Media AssessmentData as of April 1, 2016
Social Network
Handle Follower Count
Average Weekly Activity
Average Engagement Rate #interactions/reach
@CarolinaPanthers
2.3 M 50 posts/week
.02%
Twitter @Panthers 1.81 M 105 tweets/week
.03%
@panthers 1.3 M 70 posts/week
3.07%
Social Media AuditSocial Media Assessment cont. At the present time, the highest number of interactions per post occurs on Instagram. The least amount of interactions occurs on Facebook. Decreasing the amount of daily Facebook posts and tweets might help increase the rate of interaction with each post.
Social Media AuditWebsite Traffic Sources AssessmentTimeframe: Monthly average, April 2016 to Sept. 2016Source Volume Percentage
of Overall Traffic
Conversion Rate
Facebook 300,000 unique visits
12% 5%
Twitter 36,200 unique visits
2% 0.8%
Instagram 15000 unique visits
8% 4%
Social Media AuditWebsite Traffic Sources Assessment cont.At the present time, Facebook is the biggest driver of traffic to our website. The conversion rate (conversion goal = interaction with social media post) is also greatest from Facebook. There is also a wide array of interactions on Instagram.
Social Media AuditAudience Demographics AssessmentSurvey distributed in April via email. Total applicant responses: 100,000
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
50% 18-30 75% Male 80% Facebook
20% Facebook
Get updates
Interested in updates from
40% 31-40 25% Female
15% Instagram
50% Instagram
On the game
Players/coaches
5% 41-55 5% Twitter
40% Twitter
5% 56-80
Social Media AuditAudience Demographics Assessment cont. Half of survey respondents are in the 18 – 30 age group. Facebook and Instagram are their core social networks. Getting game updates is the primary motivator for following the Panthers on social media. Energies should be dedicated to further develop Instagram content and engagement.
Social Media AuditCompetitor AssessmentCompetitor Name
Social Media Profile
Strengths Weaknesses
Atlanta Falcons FB: @atlantafalcons
Images/video included in posts, “Shop” button on page
No brand hashtag, lack of emotion in posts
New Orleans Saints
FB: @neworleanssaints
Option to sign up for email list on page, emotions used in posts, good images
Lower interaction rate w/ posts, lack interaction with specific players/coaches
Social Media AuditCompetitor Assessment cont. The above analysis focused on two major competitors with a strong social presence on Facebook. Both competitors use visuals to garner engagement with their audiences, but neither brand as a distinctive hashtag like the Carolina Panthers do.
Social Media ObjectivesFor the 2016-2017 NFL season, the primary focus of our social media strategy will be to increase interaction with fans over social media and encourage more fans to join our online following community. In order to do so, our social media priorities will be increasing the number of posts before, during and after games and encouraging fans to interact with the team’s social media accounts as well as personally with the players’ and coaches’ accounts.
Some specific objectives include:
1. Include questions and polls in 50% of posts to encourage a 15% increase in engagement in 6 months.
2. Tag coaches and players in posts related to their specific achievements to increase engagement by 15% in 6 months.
Social Media ObjectivesKPIs
1. Number of likes/comments/shares with posts including questions and polls
2. Number of likes/comments/shares with posts including tagged coaches and players
3. Engagement level of fans with specific coaches and players
Key Messages
• #KeepPounding
• Panthers Play for #PantherNation
Online Brand Persona and VoiceAdjectives that describe our brand: • Successful• Dedicated• Strong• Loyal
When interacting with fans we are:• Engaging• Passionate• Helpful
Strategies and ToolsPaid:1. Every Friday, boost posts including questions and polls for the weekend. 2. Each Sunday, boost posts including tagged players and coaches before, during and after the game.Owned:1. Apply #KeepPounding in posts to specific coaches and players when they have a good game.2. Incorporate questions and polls in posts to determine which players/coaches fans want to interact with most
Strategies and ToolsEarned:1. Monitor Facebook for use of #KeepPounding in personal posts. Encourage these fans to follow the page.2. Partner with coaches and athletes to conduct interviews to post on the Carolina Panthers Facebook page with the use of Facebook Live. ToolsApproved: Hootsuite, BufferRejected: N/AExisting Subscriptions/Licenses: Photoshop, Indesign, Vimeo
Timing and Key Dates
Holiday Dates:• Halloween• Thanksgiving• Christmas• New Years’
Internal Events:• Oct. 2 – game
against Atlanta Falcons
• Oct. 16 – game against New Orleans Saints
Timing and Key DatesLead Times• Content related to
Internal Events – post 1 week before game.
• Holiday content – post morning of Holidays.
Reporting Dates• Reporting will occur
once a month from September to February. Precise dates TBA.
Social Media Roles and Responsibilities
• Director of Communications – Steve DrummondResponsibilities: oversee internal and external communications of the company
• Director of Community Relations – Riley FieldsResponsibilities: manage relations between fans and team, develop strategies for fan interaction through social media
• Director of Broadcasting and New Media – Henry ThomasResponsibilities: oversee production of commercials and development of social media posts
Social Media PolicyThe Carolina Panthers understand the importance and relevance of social media in today’s society. We use social media to spread company messages, interact with fans, and to share the accomplishments of the team and organization. As an employee and representative of the Carolina Panthers, you are expected to demonstrate best practices and a sense of decorum when posting on your social media. Guidelines include:
• Portraying the company in a positive light
• Being respectful
• Add solutions, not problems
• Don’t use slang/profanity, especially in reference to other teams in the NFL.
Critical Response PlanScenario One – Inappropriate post made on Carolina Panthers Facebook pageAction Plan:
1. When post is detected:• Take screenshot• Delete post• Alert Henry Thomas
2. Henry to work with Steve and Riley to discuss impact and reach, and evaluate further action.
3. Henry to develop follow up post, with Steve’s approval.
4. If media has picked up the post, Steve to manage all direct contact.
5. Henry and Steve to meet with employee responsible for publishing post to determine if disciplinary action is required.
NO PRE-APPROVED MESSAGING IN THIS SCENARIO – messaging will be dependent on nature of post.
Critical Response Plan Scenario 2 – Fire alarm goes off in stadium, glitch in system, no emergency Action Plan:
1. Stadium staff to alert team owner. Owner to alert Steve Drummond (Director of Communications).
2. Steve to work with Henry and Riley to determine number of social media mentions about the situation.
3. If media has picked up incident, Steve to manage all direct contact.
4. Henry to push messaging to social channel where news broke first. Continue to track the spread of news to other social channels and push messaging there as necessary.
5. Steve and Riley to determine if need for longer statement is there, and write one if necessary.
Pre-approved messaging:Twitter: “Today’s evacuation was do to a glitch in the alarm system. No injuries were occurred and stadium tech is working to fix the system.”Facebook: “An technical glitch occurred today at the stadium causing the fire alarm to go off. The stadium was evacuated and no injuries were reported. Stadium technicians are currently working to fix the glitch.”
Critical Response PlanOwner Name Phone Alt. Phone EmailDirector of Communications
Steve Drummond
245-546-2342
245-322-8439
Director of Community Relations
Riley Fields
245-321-5673
245-242-6982
Director of Broadcasting and New Media
Henry Thomas
245-234-6855
245-234-6755
PR Agency Ketchum 646-935-3900
646-234-2342
Measurement and ReportingQuantitative KPIs:Reporting Period: 4 monthsData as of September 1, 2016Website Traffic Sources AssessmentTimeframe: Monthly average, May 2016 to August 2016
Source Volume Percentage of Overall Traffic
Conversion Rate
Facebook 7000 unique visits = 15% growth
30% 4%
Twitter 2500 unique visits = 5% growth
7% 0.8%
Instagram 5000 unique visits = 10 % growth
12% 1.7%
Measurement and ReportingSocial Network DataTimeframe: As of Sept. 1, 2016
Social Network
Handle Follower Count
Average Weekly Activity
Engagement Rate
@CarolinaPanthers
2.6 M +14.% growth
65 posts/week +30% increase
8%
Twitter @Panthers 2 M +12% growth
90 posts/week -15% decrease
2%
@panthers 1.7 M +30% growth
75 posts/week +7% increase
5%
Measurement and ReportingAlthough our posts decreased in number on Twitter, there was an increase in engagement on all posts across social media platforms. While increasing the amount of posts on Facebook and Instagram proved profitable in terms of increasing followers and engagement, decreasing the amount of weekly tweets actually increased the amount of Twitter followers and engagement with individual tweets.
Qualitative KPIs:Sentiment Analysis
Analysis of 100 Facebook posts, 100 tweets, and 100 comments on Instagram showed an overwhelmingly positive support for the Panthers brand. Nearly 60% of all posts mentioned a specific player or coach, and 100% of those posts were responded to by that player or coach.
