Social Media Strategy

¡  Executive Summary ¡  Social Media Audit

§  Social Media Assessment §  Traffic Sources Assessment §  Customer Demographics Assessments §  Competitor Assessment

¡  Social Media Objectives ¡  Online Brand Persona and Voice ¡  Strategies and Tools ¡  Timing and Key Dates ¡  Social Media Roles and Responsibilities ¡  Social Media Policy ¡  Critical Response Plan ¡ Measurement and Reporting Results

TABLE OF CONTENTS

¡  Social Media Goals §  Increase traffic to Social Media sites §  Encourage interactivity between the organization and its fans

¡  Social Media Strategies §  Have a distinct online voice that fans can identify with §  Establish player-fan relationships through Social Media interactivity

EXECUTIVE SUMMARY

¡  The following is an assessment of all official Chicago Bulls social media profiles. It includes reports of Social Media ratings, traffic, fan demographics, and an analysis of other NBA team’s social media presence.

SOCIAL MEDIA AUDIT

¡  Social Media Assessment §  An overwhelmingly greater population of fans interact via Facebook

compared to Instagram and Twitter. Going forward, we should aim to increase interactivity on the platforms with smaller interactions.

SOCIAL MEDIA AUDIT

Platform Followers/Likes Average Weekly Activity

Average interactions per week

Facebook 18.77 Million 3 Posts per day Approx. 550,000

Twitter 2.89 Million 7 Tweets per day Approx. 50,000

Instagram 2.5 Million 2 Posts per day Approx. 50,000

*statistics exclude game days due to frequent posting of game updates

SOCIAL MEDIA AUDIT

Platform Volume % of Overall Traffic Conversion Rate

Twitter 10,000 unique visits

4% 1.2%

Facebook 100,000 unique visits

20% 5.1%

Instagram N/A N/A N/A

Information was unavailable from Instagram, however we are able to tell that a majority of traffic to the official website comes from Facebook. Going forward, it is advised we advertise website-exclusive content on Twitter more frequently.

Traffic Summary

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Do you follow/like us online?

What would you like to see from us online?

45% 18-30 35% 31-40 15% 41-55 5% 56-80

57% Male 43% Female

55% Facebook 20% Twitter 10% Instagram 15% N/A

35% Instagram 30% Twitter 20% Facebook

75% Yes 25% No

Personal interactions with fans from players

SOCIAL MEDIA AUDIT

Audience Demographics Assessment

Survey distributed in exchange for free concession item. Total responses: 2,500

Competitor Social Media Profile

Strengths Weaknesses

Miami Heat Twitter Videos of player interviews, training camp footage

No response to fan interactions

Toronto Raptors Facebook Features content created by players instead of staff

No response to fan interactions

Indiana Pacers Instagram Exclusive behind the scenes content

No response to fan interactions

SOCIAL MEDIA AUDIT

One overwhelming strength of our competitors is their use of exclusive content, however one common feature between most professional sports organizations is their lack of direct interaction between the team and its fans.

¡  The main social media objective of 2017 is to increase interactivity between the team and its fans, aiming to increase traffic towards our sites.

¡  Specific Objectives §  Increase traffic to the official Chicago Bulls website by 20% through

social media promotion §  Increase mentions on Twitter through personal interactions between

fans and players in an effort to expand the Bulls presence on Twitter.

SOCIAL MEDIA OBJECTIVES

¡  Our brand is to be described as: §  Bold §  Confident §  Persistent §  Team-based §  Fun

¡ When interacting with fans, we are: §  Enthusiastic §  Positive-minded §  Championship oriented

ONLINE BRAND PERSONA AND VOICE

¡  Strategies §  Paid: Advertise Social Media accounts on Dunkin’ Donuts Coffee and

other partner products §  Owned: Promote #Bulls to be used on Social Media on hard copy

tickets, flyers, and on video boards during the game §  Earned: Conduct contests during timeouts, halftime, and commercial

breaks to give fans opportunities to win tickets, money, or other prizes.

¡  Tools §  Approved: N/A §  Rejected: N/A §  Existing Licenses: Photoshop, Adobe Premiere

STRATEGIES AND TOOLS

¡  Holiday Dates §  Veteran’s Day, November 7th vs. Minnesota §  Christmas Game, December 25th @ San Antonio Spurs §  New Years Eve, December 31st vs. Milwaukee Bucks §  Valentines Day, February 10th vs. Atlanta Hawks

¡  Internal Events §  Opening Night October 27th vs. Cleveland Cavaliers §  Social Media Night December 10th vs. L.A. Clippers

TIMING AND KEY DATES

¡  Social Media Coordinator – Samantha Brown ¡  Director of Digital – Dan Moriarty ¡  Senior Product Manager – Matt Moreno ¡  Digital Content and Social Manager – Luka Dukich

SOCIAL MEDIA ROLES AND RESPONSIBILITES

¡ We use social media to interact, entertain, and ultimately attract fans to attend games and be a part of the Chicago Bulls culture. To protect this, we expect all Social Media contributors to follow these guidelines: §  Be respectful to fans and members of other teams §  Do not trash talk on social media §  Treat fans as family §  Use common sense § While remaining competitive, be humble.

SOCIAL MEDIA POLICY

¡ When inappropriate content is detected: §  Take screenshot §  Delete post §  Alert Luka Dukich immediately §  Appropriate follow-up post will be created if necessary §  Dan Moriarty will be contacted to see if disciplinary action is

necessary

CRITICAL RESPONSE PLAN

¡ Website Traffic Sources Assessment

MEASUREMENT AND REPORTING

Although Facebook is our most popular platform, it experiences the most growth and largest support compared to all other official Chicago Bulls platforms.