Chicago Bulls BY: DEASHTON JONES

Table of Contents 1. Executive Summary

2. Social Media Audit

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

Executive Summary Our major social media objectives for 2017 will be growing our online followers and social media engagement.

The main focus is to increase tickets sales and support revenue goals by increasing traffic

Two major social strategies will support this objective:◦ 1. More content from players and coaches in the locker room and practices ◦ 2. Increased social media interactions with followers with contests, trivia and giveaways

Social Media Audit The following is an audit of the Chicago Bulls’ social media presence.

Social Media Assessment as of June 30, 2016

Twitter – twitter.com/chicagobulls FC: 1.5 million

Facebook – facebook.com/ChicagoBulls FC: 3 million

Instagram – instagram.com/ChicagoBulls FC: 1.1 million

*FC denotes Follower count

Competitors: All other NBA organizations

Website: chicagobulls.com

Social Media Objectives The objectives for 2017 are to support revenue goals and increase media engagement by providing more in-depth quality content.

Specifics:◦ Increase unique visitors◦ Increase followers◦ Increase volume

Online Brand Persona and VoiceAdjectives that describe our brand:FunEngagingEntertaining

Strategies and Tools Paid:

Three days before every key matchup we boost more of our Facebook and Twitter posts. The posts must have a minimum organic reach of 70, as well as 7 likes or 10 comments.

Owned:

Continue to push the #BeatEmBulls hashtag on Twitter and Facebook

Earned:

Monitor keywords relating to our organization such as: bulls, chicago, as well as our current players’ names

Tools:◦ Hootsuite◦ uberVU

Timing and Key Dates Holiday Dates:

◦ Valentine’s Day◦ St. Patrick’s Day◦ Earth Day◦ Thanksgiving◦ Christmas Day

Social Media Roles and Responsibilities

Marketing Director – Janine Chambers

Social Media Manager – DeAshton Jones

Social Media Coordinater - Victor Wave

Supporting Social Media Team Members – Mark Ruttlenburg

Social Media Policy Social media is becoming an essential part of life. It is used for communication, entertainment and many other things. As a representative of the Chicago Bull brand, you have a sense of etiquette required and can be reached by following simple guidelines:

◦ Be respectful◦ Double check with peers if you feel posts aren’t quality◦ Respond to customers as soon as possible◦ Share the greatness of our events

Critical Response Plan Scenario 1 – Inappropriate Tweet Sent from @ChicagoBulls

Action Plan

1. Screenshot tweets

2. Delete Tweet

Alert IT

Measurement and Reporting Results

Quantitative KPIs

Reporting Period: 3 months

Data as of February 27,2016

Website Traffic Sources Assessment

Timeframe: Monthly Avg. November 2014 to January 2014

Twitter: 1100 unique visits +10% growth

Facebook

LinkedIn