rowdies hypothetical sm campaign
TRANSCRIPT
Social Media Initiative 2016
Mariah Martinez
Executive SummaryOur major social media priorities for 2015 will be growing our online following and increasing ticket sales through online campaigns. The primary focus will be to support revenue goals through driving more traffic to buy tickets to games and attend games, by sharing more engaging, relevant content and building deeper relationships with our customers.
Two major social strategies will support this objective:1. A plan to increase the volume of content we publish to our social profiles.2. Encourage conversations and discoverability of content.
Social Media Audit
Social Network URL
Follower Count
Average Weekly Activity
Average Engagement Rate
Facebook https://www.facebook.com/TampaBayRowdies
70K
25 posts/week (in season)
50 likes, 15 shares
Twitter https://twitter.com/tampabayrowdies
18.5K60+ post/week
45 likes, 5 RT
Vine https://vine.co/u/924052839230218240
7414 posts/week 900 loops
Instagram https://www.instagram.com/tampabayrowdies/
11K
15 post/week (in season)
200+ interactions
Social Media Assessment
Assessment Summary:
Currently, the highest engagement is initiated through Instagram and Vine. The lowest engagement but highest activity is on Facebook and Twitter. This could be due to post overload.
Social Media Audit
Source Volume
% of Overall Traffic
Conversion Rate %
Facebook 1500 18.75 5
Twitter 900 11.25 2
YouTube 500 6.25 1
Vine 250 3.125 0.5
Instagram 3000 37.5 9.5
Website Traffic Assessment
Assessment Summary:
Instagram is by far the biggest driver of traffic to our website. The conversion rate (conversion goal =ticket purchase) lags slightly behind Facebook.
Social Media Audit
Audience Demographics Assessment
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
40% 18 - 30 60% Male
45% Instagram
60% Facebook
Support for local soccer.
Support for historic, local team.
40% 31 - 40
40% Female
30% Facebook 25% Twitter
15% 41 - 55
25% Twitter
15% YouTube
5% 56 - 80
Assessment Summary:
An overwhelming majority of survey respondents are in the 18 - 30 age group and the 31-40 age group. Facebook and Instagram are their core social networks. These younger demographics are engaged because they want to support local soccer and the older demographics are engaged because of long-time support for a historically local/good team.
Social Media Audit
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Tampa Bay Rays https://www.facebook.co
m/Rays
High local involvement from sports lovers Not soccer
Orlando City SC https://twitter.com/Orland
oCitySC
Professional soccer team, internationally known players, close proximity
Not local, brand new, no historic precedent
Assessment Summary:
The only real competitors are the Tampa Bay Rays baseball team and the Orlando City professional MLS soccer team. Both have strengths that can hinder ticket sales if a person could only afford one event or if a consumer prefers a professional level team, instead of semi-professional.
Overall GoalsTo increase ticket sales and attendance at home games.
Increase Brand AwarenessFocused FB posts, less FB & Twitter, Increase Instagram followers
Special Guest AccessIncrease access for fans to special events and players
Special Guest AccessNumber of chances for special access to players/coaching
Visitors on Social MediaNumber of followers, likes, shares. Number of posts weekly.
Hashtags#IamRowdy #Supportlocalsoccer
Support goals
KPIs Key Support Messages
Rowdy Adjectives & Persona
Example Facebook Post:
"Join us for a kickin' Home Game Brunch with some of the players at your St. Pete Rowdies Den! Brought to you by your local C1 Bank, Kahwa Coffee, and Tropical Smoothie Cafe!"
FUNFAMILY-FRIENDLY
ENERGETICACCESSIBLE
Strategy for SupportWe will use Buffer, Hootsuite, and TweetDeck to keep track of and maintain three tiers of optimal social media management.
Paid
Owned
Earned
Paid:Every Wednesday boost home game Facebook posts for the weekend. The post must have a minimum organic reach of 150, as well as a minimum of 10 likes or 3 comments.Owned:Create and spread usage of #IamRowdy to encourage fans to take pictures of themselves at local places/landmarks wearing Rowdies gear for chances to win tickets/more gear.Earned:Monitor Twitter for keywords and terms: soccer, support soccer, Rowdies, Tampa soccer, kick, Saint Pete
Key Dates★ Season opener★ All home games★ Season closer★ National Soccer Day★ Various player/coach
birthdays
★ Lead Time: 2 weeks
★ Reporting: March, June, August, December. Precise dates TBA
Social Media Team
Amanda Milligan
Social Media Director
Oversee all projects, conduct meetings with Rowdies
personnel, final say-so on all, co-design strategy
Mariah Martinez
Social Media Manager
Implement & monitor posts on social accounts on daily basis,
co-design strategy
Social Media PolicySocial media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Raincoast Adventures you are expected to demonstrate best practices and a sense of etiquette in your use of social by following some simple guidelines:
➔ Be respectful to all➔ Use common sense�➔ Be the solution, not the problem➔ Encourage team spirit➔ Maintain family-friendly messages➔ Not sure if your social message is up to par? Ask before you tweet - we’re here for you.
Critical Response
Owner Name TelephoneAlt. Telephone Email
Marketing Director
Sally Seashell
8132143286 none
Social Media Director
Amanda Milligan
4587622253 none
Social Media Manager
Mariah Martinez
2589634598 none
PR AgencyBill Scott Media
8135694785 none
Scenario One Innapropriate Facebook Posting
Action StepsContact Mariah to delete and contact Amanda
Amanda talk to PR and issue apology if needed.
Pre-approved Messaging None at the moment
Scenario Two Severe Weather Cancellation
Action Steps
Use official National Weather Service information to Tweet and FB post the cancellation. Follow-up post to explain ticket refund information per Ticket Sales rules.
Post photo of terrible weather to Insta with sad emoticon and #IamRowdy even when the weather isn't.
Pre-approved Messaging None
Social Media Audit
Sentiment Analysis:
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:an abundance of positive sentiment from fans following each game. Same fans came back with friends for continued games.
Social Network URL
Follower Count
Average Weekly Activity
Average Engagement Rate
Facebook https://www.facebook.c
om/TampaBayRowdies/?fref=ts
72.5K 15 posts/wk80 likes, 12 shares
Instagram https://www.instagram.c
om/tampabayrowdies/12.1K 15 posts/wk
500+ interactions
Twitter https://twitter.com/TampaBayRowdies
19K 30 posts/wk 80 likes, 10 RT
Facebook 200% increase
Twitter 80% increase
Instagram 300% increase
Measurement and Final Assessment
After 3 month campaign