Social Media Strategy- Miami Dolphins
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Transcript of Social Media Strategy- Miami Dolphins
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Miami Dolphins
Kamela KettlesOctober 2, 2016
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Table of Contents
Slide 3- Executive Summary Social Media Audit
Slide 4- Social Media AssessmentSlide 5- Traffic Sources AssessmentSlide 6- Customer Demographics AssessmentSlide 7- Competitor Assessment
Slide 8- Social Media ObjectivesSlide 9- Online Brand PersonaSlide 10- Strategies and ToolsSlide 11- Timing and Key DatesSlide 12- Social Media Roles and ResponsibilitiesSlide 13- Social Media PolicySlide 14, 15 - Critical Response PlanSlide 16,17, 18 - Measurement and Reporting Results
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Executive Summary
Our primary social media priorities for 2016 will be to grow our fan following on all platforms.
The primary focus will be to increase ticket sales and revenue goal by bringing more traffic to our website and sharing more meaningful content with our fans to build a better quality relationship
Two major social strategies will support this objective:1. A plan on Sprout Social to respond and interact with fan posts and
mentions2. Increase the use of visuals within our content to attract a loyal fan
base
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Social Media Audit
Social Network URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/MiamiDolphins
666,000 83 posts per week 1.5%
Facebook https://www.facebook.com/MiamiDolphins/?fref=ts
2,174,736 60 posts per week 3.5%
Instagram https://www.instagram.com/miamidolphins/
605,000 48 posts per week 3%
Periscope https://www.periscope.tv/MiamiDolphins/1YpKkeZWOZoJj
321,745 14 posts per week 5%
A. Social Media AssessmentDate as of September 1, 2016
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Social Media Audit B. Website Traffic Sources (Monthly)Timeframe: Monthly Average from May 2016 to September 2016
Source Volume Percentage of Overall Traffic
Conversion Rate
Twitter 200000 unique visits 8% 1.2%
Facebook 400000 unique visits 30% 2.1%
Instagram No Data No Data No Data
Periscope 50000 unique visits 5% .03%
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Social Media Audit
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need Secondary Need
20% 18-3030% 31-4035% 41-5515% 56-80
39% Female 61% Male
39% Female 61% Male 53% Facebook30% Twitter10% Instagram
40% Instagram35% Facebook15% Twitter
Updates on Football games, statistics, and scores
Entertainment through players’ lives.
C. Customer Demographic AssessmentSurvey distributed via email upon ticket sale in August
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Social Media Audit
Competitor Social Media Profile Strengths Weaknesses
Atlanta Falcons FB: Atlanta Falcons Consistent brand posting. Lost of fan engagement and interaction. Equal amount of video, articles and photo posts.
Not very informative about upcoming game day times.
Jacksonville Jaguars Instagram: Jaguars Large fan following and interaction. #MOREJAX is used in many posts
More player based then fan based. All posts seem to be the same. Not a lot of videos
Tampa Bay Buccaneers Twitter: TBBuccaneers Use of visual content is strong. #SiegeTheDay message is a strong contest among fans to win free tickets each game.
Not a lot of fan likes, comments, or retweets.
D. Competitor Assessment
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Social Media Objectives
Key Messages o #FinsUpo #DolphinsDailyo A day to remember with family and
friends in Sun Life Stadium
KPI’s1. The number of unique visitors
from Facebook, Twitter and Instagram.
2. Number of weekly video posts to Facebook and Instagram
3. Sentiment Analysis Percentage
Female Male
per-centage
0%
20%
40%Age Demographic
18-30 31-4041-55 56 and up
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Online Brand Persona and Voice
Adjectives: Spirited Team Orientated Fun Competitive Energetic LoyalWhen interacting with Fans: Informing Friendly Helpful
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Strategies and Tools PaidEvery Sunday boost the most popular Facebook post for the weekend. The post must have a minimum reach of 3000 and 900 like and 50 comments. OwnedIntroduce the use of #FinsUpForFans to company Instagram posts. Encourage adoption by fans and source a minimum of 1 post per week to regram/shout out. Promote hashtag across all social and printed media. When fans receive tickets have the hashtag printed on it. Also, have the message on the digital screen in the stadium encouraging them to post a picture during the game using the hashtag. EarnedMonitor Twitter for keywords: football, touchdown, Fins, dolphins, Miami, interception. Extend a signed jersey to 50 leads/prospects over the course of the entire football season.
Tools: RejectedN/A
Existing SubscriptionVimeoAdobe Creative Cloud
ApprovedSprout SocialHootsuiteNiche
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Timing and Key Dates
Key Dateso Thanksgivingo Super bowlo NFL Scouting Combineo NFL Draft
Internal Events• Fin’s Weekend May 19-21• Dolphin’s Cancer
Challenge February 9-14• AARP Foundation
September 9-10
Reporting• Reporting will occur
once a quarter in February, May, August and November. Precise dates TBA
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Social Media Roles and Responsibilities
Senior Director- Scott Stone Social Media Manager- Vince Pannozzo Multimedia Host- John Congemi Marketing Director- Patrick Arthur Marketing Manager- Brittany Reid
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Social Media Policy
Social media The social media platforms are a place for fans to be updated on all things Miami Dolphins. The platforms serve as a way for fans to discuss and interact with the brand. As an employee of Miami Dolphins you are expected to demonstrate best practices using social by following these guidelines:
o Be Respectful o Be helpfulo When in doubt, asko Be the solution, not the problemo Answer questions in a nice encouraging wayo When responding to negative posts, two heads are better than one
Violation of the Miami Dolphins social policy may result in corrective action or legal action. Should you have any questions or concerns please speak to your Manager.
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Critical Response Plan 1Inappropriate tweet from @Miami Dolphins Twitter Account
Action Plan 1. When Tweet is detectedo Take a screenshoto Delete the tweeto Alert Vince Pannozzo (Social Media Manager). If Vince is
unavailable, alert Patrick Arthur ( Marketing Director)2. Vince to contact Patrick to determine reach 3. Vince to develop follow up post. Patrick will approve. 4. . If media has picked up the post, Patrick to manage all direct contact. If Patrick is unavailable, Scott (Senior Director) will manage all contact.5. Patrick and Vince meet to determine if disciplinary action is required for employee.
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Critical Response Plan 2Miami Dolphins player arrested
Action Plan1. Alert Scott Stone (Senior Director). Scott to alert Patrick (Marketing Director).2. Patrick is to meet with Scott and Vince (Social Media Manager) to determine the amount of mentions about the arrest. 3. If media contact, Patrick is to handle. If unavailable, Scott will handle. 4. Vince to create posts in which channel broke the news. Continue to monitor the reach. 5. Determine if a press release is necessary. If so, the document will be posted on Facebook and a link to the document on Miami Dolphins website will be posted on Twitter. Pre-approved messaging: Twitter: “As soon as we find out more information, you will be notified via a Tweet with a link to be updated.”Facebook: “An incident with one of our players has occurred today. We do not have further details of the arrest, but when they get released we will notify all fans immediately.”
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Measurement and Reporting Results
Source Volume Percentage Overall Traffic
Conversion Rate
Facebook 426,667 unique visits+15% growth
35% 1.2%
Periscope 55000 unique visits+10% growth
8% 2.1%
Twitter 202000 unique visits+10% growth
12% .03%
Website Traffic Source Assessment Timeframe: monthly average September 2016 to December 2016
Quantitative KPIsReporting period 4 monthsDate as of January 2017
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Measurement and Reporting ResultsSocial Network Data Timeframe: as of January 1 2017
Social Network URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/MiamiDolphins
732,600+10 % growth
83 posts per weekNo change
2%
Facebook https://www.facebook.com/MiamiDolphins/?fref=ts
2,609,683+20% growth
78 posts per week+18% increase
4%
Instagram https://www.instagram.com/miamidolphins/
695,750+15% growth
52 posts per week+10% increase
3.2%
Periscope https://www.periscope.tv/MiamiDolphins/1YpKkeZWOZoJj
353,919+10% growth
17 posts per week + 25% increase
5.2%
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Measurement and Reporting
#FinsUpForFans Performanceo Between September 1 2016 and December 31, 2016 the hashtag was mentioned
50,000 times on Twitter and 75,000 times on Instagramo 40 Twitter posts with the hashtag produced a higher average number of fans
commenting and retweeting. Sentiment AnalysisAn analysis of the interactions on 10000 Facebook posts, 10000 Instagram posts and 10000 Tweets revealed the following: o an abundance of positive sentiment from customers after attending a game. This includes
shout outs, sharing photos and stories of their experience. o The largest reason for negative sentiment was losing games. Customers expressed
frustration for paying for a game that was lost. Proposed Action Itemso Continue use of #FinsUpForFans until the season is overo Prepare videos of players practicing from their perspectiveo Use #DolphinsCancerChallenge campaign to giveaway 500 free
tickets to the 2017-2018 football season