us open social media competitive analysis
TRANSCRIPT
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USOPEN Competitive Analysis
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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
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● 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
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● 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
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● 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”
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● 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
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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.)
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Twitter Likes, Facebook Reactions, Instagram Likes
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*Excludes Twitter Replies
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Retweets and FB Post Shares,
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Key Points of Communication
Clarity
CredibilityRelevance
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● 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
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● 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
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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)