Rosaura Yapur Social Media DirectorFebruary 21st, 2016

Table of ContentsCover Slide………………………………………………………………………………..Slide 1Table of Contents………………………………………................................Slide 2Executive Summary…………………………………………………………………...Slide 3Social Media Audit………………………………………………………………….Slide 4-9Social Media Objectives………………………………………………………Slide 10-11Online Brand Person and Voice……………………………………………Slide 12-13Strategies and Tools……………………………………………………………Slides 14-16Timing and Key Dates………………………………………………………….Slides 17-18Social Media Roles and Responsibilities…………………………….SLide 19-20Social Media Policy………………………………………………………………...Slide 21Critical Response Plan…………………………………………………………Slide 22-24Measurement and Reporting Results……………………………………..Slide 25-28

Executive Summary

With the end of the regular season right around the corner, we want to end strongly. This is especially important if the Heat make it to the playoffs come April. We want to keep brand loyalty high and make sure we are increasing unique website visits to HEAT.com from three main social channels: Instagram, Facebook, and Twitter. Each platform brings traffic to the website for unique reasons. Not only do we want our fans to visit HEAT.com by a 10% increase per platform, but we want to turn those hits into conversions that will result in increased ticket sales over the next 7-8 weeks by 5%.

We want to increase Facebook and Instagram posts to include not just relevant content such as game schedules, but also showcase the players preparing for each game every week in order to stay true to the Heat "hype." Through the #ThrowbackHeat hashtag on twitter, which goes along with the current marketing campaign, we hope to better track user generated content containing positive sentiments over their overall experiences with the Heat Franchise. Giveaways and contests on Instagram and Twitter will be made to get fans excited about the games, players and end of the regular season. Through high quality visual content and strategically scheduled posts we will achieve our business goals.

Social Media Audit

Date:2/21/16

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

Facebook https://www.facebook.com/MiamiHeat 16,112,219 17 posts 6.50%

Instagram https://www.instagram.com/MiamiHEAT/ 2,300,000 44 posts 16k interactions

Twitter https://twitter.com/MiamiHEAT 3,260,000 60 posts 25%

Tumblr http://themiamiheat.tumblr.com/ data unavailable data unavailable data unavailable

Social Media Assessment

Assessment Summary:

Because Heat fans are constantly looking for information and ways to follow the team through the season, the biggest following is on Facebook. However because of the opportunity to live tweet during games, twitter receives the highest engagement on average. Tumblr doesn't provide either opportunity; it's also difficult to track engagement.

Date:2/21/16

Source Volume % of Overall Traffic Conversion Rate

Facebook 250,000 unique visits 40% 30%

Instagram 50,000 unique visits 5% 12%

twitter 200,000 unique visits 10% 20%

tumblr data unavailable Data unavailable data unavailable

Website Traffic Assessment

Assessment Summary:

Facebook is by far the biggest driver of traffic to HEAT.com. Live tweeting also encourages fans to purchase tickets for future games (conversion rate 20%) although Facebook still dominates (30%). Instagram has some level of conversion (12%) but doesn't drive ticket sales nearly as much; mostly interactions directly on the platform

Audience Demographic AssessmentDate: 2/21/16

Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need

61% 25-54 male 56% male 56% Twitter 40% Find game schedules purchase tickets

81% 18-54 female 44% female 44% Instagram 30% game highlights purchase apparel

Facebook 50% Facebook 20% player information player meetups

Twitter 30%

Instagram 15%

Assessment Summary:

An overwhelming majority of Heat fans are latinos ages 18-54 living in Miami who mostly use Facebook and Twitter. They primarily use these platforms to inform themselves about the players and game highlights.Based on this information they'll be driven to purchase tickets and apparel (secondary need)

Audience Demographic Assessment

Source: http://www.nba.com/heat/media/corporate_deck_0910.pdf

source: http://www.statista.com/statistics/322935/facebook-fans-twitter-followers-of-miami-heat/

Competitor Assessment Date:2/21/16

Competitor Name Social Media Profile Strengths Weaknesses

San Antonio Spurs FB: San Antonio Spurs content variety(pictures, gifs, hashtags), game schedule directly on FB page, high audience engagement, link to Spurs App on FB page

one way conversation

LA Lakers Twitter: @Lakers frequent posts, recognizable color scheme, variety of content (video, RT, original tweets, etc), bilingual content catering to high volume of spanish-speaking audience

one way communication, low engagement from audience per post

NY Knicks Instagram: nyknicks branded posts, frequent posts,high quality images, recognizable color scheme

Low audience interaction, features mostly Carmelo Anthony and not many of the other players, only has 1 million followers

Assessment Summary:

The above analysis focuses on the other top NBA teams with a strong latino following. The major social media presence of these competitors include Facebook, twitter and Instagram respectively. All 3 competitors drive engagement through frequent branded posts and high quality visuals. All 3 can improve on their 2 way communication with fans.

Social Media Objectives

Overall Business Goals:

● 5% increase in ticket sales over the next 7 weeks

● Social Media Objectives to Support Business Goals:

● increase number of unique visitors to HEAT.com from social media sites by 10% over the next 7 weeks

KPIs:

Quantitative:

● number of unique visitors to HEAT.com from Facebook, Instagram, and Twitter

Qualitative

● Heat fan sentiment analysis on social media interactions based on team performance this season

Key Supporting Messages:

● follow the HEAT all the way to the playoffs

Online Brand Persona and Voice

Adjectives That Describe Our Brand:

fun bold diverse pumped

exciting colorful Hyped white hot

Strategies and Tools

Strategies to Will Support Our Social Media Objectives

Paid:

1 Every Sunday boost FB post of Heat Players preparing for the games ahead that week with organic reach of at least 1,000 and 500 comments

2 post screenshot of game schedule for following week on IG to engage audience into purchasing tickets with at least 900 comments

Owned:

1 Start Hashtag on twitter #ThrowbackHeat to go along with the throwback hip-hop theme of new campaign whenever fans have a Heat experience (meet players, talk about game victories, attend games) in order to track user generated content

2 during Hype Week start instagram contest with same hashtag #ThrowbackHeat where users can post pictures of their best throwback outfit using Heat gear using the hashtag

Earned:

1 Monitor Twitter for keywords about the Heat, Hype Week, and Throwback Heat. Randomly select 2 winners each to a Heat Team Meet n Greet after they've purchased tickets to drive sales

2 Monitor Instagram for same keywords and pick 1 winner each week as well by searching the #ThrowbackHeat hashtag for outfit posts and reward with 2 nights in Miami vacation through Groupon partnership with purchase of Heat tickets

Tools

Approved

Hootsuite RebelMouse

Buffer

Rejected

N/A

Existing Subscriptions/Licences:

Canva

Photoshop

InDesign

Key Dates and Timing

Key Dates

● Regular NBA season ends April 13th

● Playoffs begin April 16th

● Internal Events

● Miami Heat v NY Knicks Feb 28th

● Miami Heat V Cleveland Cavaliers March 19th

Lead Times

● deploy #ThrowbackHeat hashtag March 1st

● deploy Instagram contest March 16th

● deploy weekly FB and IG posts starting Feb.28th

Reporting Dates

● End of every week from 2/28/16-4/16/16

Social Media Roles and Responsibilities

Social Media Director: Rosaura Yapur

Responsibilities:

● approve social media budget

● approve final strategy and present to client

Social Media Manager: Alana Martinez

Responsibilities:

● come up with social strategy

● oversee ongoing campaigns

Social Media Coordinator: Monica Molina

Responsibilities:

● check social media sites daily and publish to social communities

● come up with monthly content calendar based on strategy

Social Media Policy

● be responsive to negative comments

● show empathy

● provide active solutions

● don't downtalk competitors

● shutdown cyber bullying that may be occurring through networks managed

Critical Response PlanScenario One

Heat Fan tweets to @MiamiHEAT their disappointment over cancelled Meet n Greet

Action Steps

1. respond to fan with empathetic message 2. ask fan to send a direct message with alternate contact info (phone or e-mail) 3.Check with Rosaura for approval on steps taken to give fan positive experience (refund, free tickets, etc) 4.respond to fan with approved decision

Pre-approved Messaging

We apologize for the inconvenience. Please DM us with an alternate preferred form of contact.

Critical Response PlanScenario Two

Facebook user posts unsolicited ad/ propaganda on Miami Heat FB Page

Action Steps

1. make sure Hootsuite is setup to detect unsolicited ads 2. screenshot the message 3.Delete the ad 4.send user pre-approved message stating the status of their usage

Pre-approved Messaging

Your post has been flagged as innapropriate or unsolicited advertisement and has been removed. Please refrain from this type of post. A second violation will result in a block from the Miami Heat FB page. Thank you for your cooperation

Contact InfoOwner : Mary Steen Name Telephone Alt. Telephone Email

Marketing Director Olivia Cantu (305) 123-4567 (786)987-6543 ocantu@miamiheat.com

Social Media Director Rosaura Yapur (305) 123-4567 (786)789-1011 ryapur@miamiheat.com

Social Media Manager Alana Martinez (305) 123-4567 (786)123-4567 amartinez@miamiheat.com

Social Media Coordinator Monica Molina (305) 123-4567 (786)241-5822 mmolina@miamiheat.com

PR Agency N/A N/A N/A N/A

Measurement and Reporting Results:

Quantitative KPI’sreporting period: February 28th-April 16th

Social Network Data: Date: 2/21/16

Social Network

URL Follower Count Average Weekly Activity

Average Engagement Rate

Facebook https://www.facebook.com/MiamiHeat

16112219 +5% growth

17 posts + 150% increase

15%

Instagram https://www.instagram.com/MiamiHEAT/

2300000 + 5% growth

44 posts +100% increase

88 posts

Twitter https://twitter.com/MiamiHEAT 3260000 + 5% growth

60 posts + 150% increase

50%

Website Traffic Data Date: 2/21/16

Source Volume % of Overall Traffic Conversion Rate

Facebook 250,000 unique visits +10% growth 50% 30%

Instagram 50,000 unique visits +10% growth 15% 12%

Twitter 200,000 unique visits +10% growth 20% 20%

Results Assessment:

● Our Instagram following will grow by 8k posts in 7-8 weeks, on track to hit the target of 2,415,000 followers in a 2 month timeframe. It’s important to note that the average interactions per post will have increased by 100% from 44 to 88. �

● The social content team will be curating and creating great visual content. We will far surpassed our goal of increasing visual content by 10% in 7-8 weeks on Facebook and Instagram and achieved a 150% and 100% increase on both channels respectively. A key tactic to this growth will be our ability to track user generated content with the #ThrowbackHeat hashtag. �

● We elected to not include Tumblr for our strategy because of the lack of available data to us. A greater focus on developing brand awareness and fan loyalty in order to increase unique visits to the Miami Heat Website to increase ticket sales will be through twitter and Facebook and Instagram.

2/21/16

Sentiment Analysis:

as of late, Miami Heat Fans haven't been too happy with the team's performance but they remain hopeful. In the past Heat Fans have been known to be disloyal to the overall team, but overtime we've seen a decrease in these sentiments. For the 7-8 week period that we will track our new social media efforts, we hope keep increasing brand loyalty in the overall Heat franchise and that this will lead to increased traffic to HEAT.com and in turn higher ticket purchases for the season leading up to the playoffs

Qualitative KPI’s

Fin