420 final presentation
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Transcript of 420 final presentation
DIGITAL STRATEGY:
ESPN MAJOR LEAGUE SOCCER
Sydney Frazer
A45346763
BACKGROUND INFO
ESPN is broadcasting more Major League Soccer games for the upcoming season
Huge up and coming market Not many soccer fans in the U.S. Major League Soccer is the United States soccer league,
many soccer fans focus their attention on Premier League soccer (overseas)
TARGET AUDIENCE
Adults age 18-55 Broad range: people of all ages are sports fans Important to reach a broad spectrum of people who
could potentially gain interest & watch more frequently
SOCIAL MEDIA
Dedicate 1 or 2 journalists who solely report MLS coverage Generate more content via social media so followers can see on
timeline Journalists can change name: @JohnSmith_MLS
Easier to find info for other followers if MLS is in their Twitter handle
Use a hashtag People who have a favorite team are more likely to engage and
watch Example: #TeamDC or #TeamChicago
Easy to track success: we can see exactly how many people are using the hash tag
Builds hype for matchups
ESPN’S HOMEPAGE ESPN already has incredibly popular homepage (built in audience
that has a lot of traffic) Establish a stronger MLS presence on the homepage MLS blog is the main feature on the homepage:
Talks about top plays, top weekly matchups, standout players, and big rivalries Better informs potential fans and more likely they will stay on the channel if a
game Is on
INBOUND MARKETING TECHNIQUES Inbound off of the ESPN
homepage: anyone who clicks on the MLS tab on the dashboard will be prompted to fill out personal info to join an e-blast Other features: include MLS
newsletter, notifications for game times, where games are being broadcasted, who’s playing who, etc
Quick and easy way to track subscribers
PAID ADVERTISING: FACEBOOK
Facebook Boost posts: ESPN Major League Soccer makes a Facebook post featuring a
matchup with the game time, each team’s franchise player, and that it is being broadcasted on an ESPN channel
Decently priced Post will appear on other people’s timelines even though they do
not follow the ESPN Facebook page Reaches out to friend’s of those who do follow ESPN on Facebook
PAID ADVERTISING: GOOGLE ADWORDS
8 major keywords: Major, League, Soccer,
Score, Game, Time, ESPN, MLS
Chosen because most people that search the web will be searching for the score of the game or the time of the game
PAID ADVERTISING: SEO
Same 8 keywords as Google AdWords Website will be better optimized to ensure that ESPN’s
MLS web page will appear at the top of the list for any user on Google