Project1 Miami Heat Strategy
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Transcript of Project1 Miami Heat Strategy
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 [email protected]
Social Media Director Rosaura Yapur (305) 123-4567 (786)789-1011 [email protected]
Social Media Manager Alana Martinez (305) 123-4567 (786)123-4567 [email protected]
Social Media Coordinator Monica Molina (305) 123-4567 (786)241-5822 [email protected]
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