USOPEN Competitive Analysis

Objective: To compare the efforts of US Open in Social Media efforts against the other 3 major Grand Slams with the focus of uncovering deficiencies and determining how

to improve its positioning

● US Open lags behind the other 3 events in social audience

● Social Media Marketing is not only about audience but also engagement

● Social Activity is also a very important metric to analyze● US Open can use competitive analysis to figure out

how to improve its audience

Insights

● Without the largest audience, US Open still has good engagement on Instagram

● Wimbledon has more than twice the engagement● Wimbledon leverages Brand Partnerships to increase its

reach and engagement

Twitter

● US Open Tweets at least 3 times more often than the parties in the landscape

● US Open lags in the engagement category on Twitter● US Open needs an amplification strategy (retweets are

important which will can come from Tagging influencers)● Frequency of tweets is not a solution● US Open must include a “Fun Factor” in a consistent

“Brand Voice”

● Tweet times are not optimum in comparison to the competitors

● Tweet times must be optimized to coincide with events and also in relation to audience analysis

Tweet Times Over the past week

Quick Observations

US Open is experiencing the best growth across the platforms

● Premium Lifestyle Brand● Meditative Experience● Party Atmosphere● Tribal / Fun / Immersive● Celebrity and influencer endorsements● Strong brand recognition through clothing● Fresh and sophisticated themes (Scented candles, etc.)

Twitter Likes, Facebook Reactions, Instagram Likes

*Excludes Twitter Replies

Retweets and FB Post Shares,

Key Points of Communication

Clarity

CredibilityRelevance

● Where do we find them?● What is the market size?● How do we form an emotional attachment?● What call to action would work best to capture their

attention?● How do I get them to share my content?● Who are the influencers?● How can we leverage our brand partners to resonate

with our core and potential audience?● Wimbledon is steeped in tradition. What is our key

point of differentiation?

Audience Analysis from Focus Group and Research

● Compelling content that resonates and creates an emotional attachment to the brand

● Timely content consistent with the Brand Voice● Creating a fun factor that the audience will share● A personalization of the brand (Behind the scenes

footage, Snapchat takeovers etc.) ● User Generated Content ● Strong competitive analysis (Wimbledon has the

strongest presence) and translation of their best practices

● Mobile Optimized content (most content is consumed on mobile)

Solutions

Additional Suggestions

● Instagram and Facebook ads including post with influencers, celebrities and tennis stars

● Strong focus on “Brand Voice” and authenticity● Rich content communicating the unique brand

experience● Facebook Re-targeting to push ads to previous web

site visitors● Email opt-in to build lists● Contests, Sweepstakes, Giveaways (generates UGC)