Miami Dolphins

Kamela KettlesOctober 2, 2016

Table of Contents

Slide 3- Executive Summary Social Media Audit

Slide 4- Social Media AssessmentSlide 5- Traffic Sources AssessmentSlide 6- Customer Demographics AssessmentSlide 7- Competitor Assessment

Slide 8- Social Media ObjectivesSlide 9- Online Brand PersonaSlide 10- Strategies and ToolsSlide 11- Timing and Key DatesSlide 12- Social Media Roles and ResponsibilitiesSlide 13- Social Media PolicySlide 14, 15 - Critical Response PlanSlide 16,17, 18 - Measurement and Reporting Results

Executive Summary

Our primary social media priorities for 2016 will be to grow our fan following on all platforms.

The primary focus will be to increase ticket sales and revenue goal by bringing more traffic to our website and sharing more meaningful content with our fans to build a better quality relationship

Two major social strategies will support this objective:1. A plan on Sprout Social to respond and interact with fan posts and

mentions2. Increase the use of visuals within our content to attract a loyal fan

base

Social Media Audit

Social Network URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/MiamiDolphins

666,000 83 posts per week 1.5%

Facebook https://www.facebook.com/MiamiDolphins/?fref=ts

2,174,736 60 posts per week 3.5%

Instagram https://www.instagram.com/miamidolphins/

605,000 48 posts per week 3%

Periscope https://www.periscope.tv/MiamiDolphins/1YpKkeZWOZoJj

321,745 14 posts per week 5%

A. Social Media AssessmentDate as of September 1, 2016

Social Media Audit B. Website Traffic Sources (Monthly)Timeframe: Monthly Average from May 2016 to September 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 200000 unique visits 8% 1.2%

Facebook 400000 unique visits 30% 2.1%

Instagram No Data No Data No Data

Periscope 50000 unique visits 5% .03%

Social Media Audit

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

20% 18-3030% 31-4035% 41-5515% 56-80

39% Female 61% Male

39% Female 61% Male 53% Facebook30% Twitter10% Instagram

40% Instagram35% Facebook15% Twitter

Updates on Football games, statistics, and scores

Entertainment through players’ lives.

C. Customer Demographic AssessmentSurvey distributed via email upon ticket sale in August

Social Media Audit

Competitor Social Media Profile Strengths Weaknesses

Atlanta Falcons FB: Atlanta Falcons Consistent brand posting. Lost of fan engagement and interaction. Equal amount of video, articles and photo posts.

Not very informative about upcoming game day times.

Jacksonville Jaguars Instagram: Jaguars Large fan following and interaction. #MOREJAX is used in many posts

More player based then fan based. All posts seem to be the same. Not a lot of videos

Tampa Bay Buccaneers Twitter: TBBuccaneers Use of visual content is strong. #SiegeTheDay message is a strong contest among fans to win free tickets each game.

Not a lot of fan likes, comments, or retweets.

D. Competitor Assessment

Social Media Objectives

Key Messages o #FinsUpo #DolphinsDailyo A day to remember with family and

friends in Sun Life Stadium

KPI’s1. The number of unique visitors

from Facebook, Twitter and Instagram.

2. Number of weekly video posts to Facebook and Instagram

3. Sentiment Analysis Percentage

Female Male

per-centage

0%

20%

40%Age Demographic

18-30 31-4041-55 56 and up

Online Brand Persona and Voice

Adjectives: Spirited Team Orientated Fun Competitive Energetic LoyalWhen interacting with Fans: Informing Friendly Helpful

Strategies and Tools PaidEvery Sunday boost the most popular Facebook post for the weekend. The post must have a minimum reach of 3000 and 900 like and 50 comments. OwnedIntroduce the use of #FinsUpForFans to company Instagram posts. Encourage adoption by fans and source a minimum of 1 post per week to regram/shout out. Promote hashtag across all social and printed media. When fans receive tickets have the hashtag printed on it. Also, have the message on the digital screen in the stadium encouraging them to post a picture during the game using the hashtag. EarnedMonitor Twitter for keywords: football, touchdown, Fins, dolphins, Miami, interception. Extend a signed jersey to 50 leads/prospects over the course of the entire football season.

Tools: RejectedN/A

Existing SubscriptionVimeoAdobe Creative Cloud

ApprovedSprout SocialHootsuiteNiche

Timing and Key Dates

Key Dateso Thanksgivingo Super bowlo NFL Scouting Combineo NFL Draft

Internal Events• Fin’s Weekend May 19-21• Dolphin’s Cancer

Challenge February 9-14• AARP Foundation

September 9-10

Reporting• Reporting will occur

once a quarter in February, May, August and November. Precise dates TBA

Social Media Roles and Responsibilities

Senior Director- Scott Stone Social Media Manager- Vince Pannozzo Multimedia Host- John Congemi Marketing Director- Patrick Arthur Marketing Manager- Brittany Reid

Social Media Policy

Social media The social media platforms are a place for fans to be updated on all things Miami Dolphins. The platforms serve as a way for fans to discuss and interact with the brand. As an employee of Miami Dolphins you are expected to demonstrate best practices using social by following these guidelines:

o Be Respectful o Be helpfulo When in doubt, asko Be the solution, not the problemo Answer questions in a nice encouraging wayo When responding to negative posts, two heads are better than one

Violation of the Miami Dolphins social policy may result in corrective action or legal action. Should you have any questions or concerns please speak to your Manager.

Critical Response Plan 1Inappropriate tweet from @Miami Dolphins Twitter Account

Action Plan 1. When Tweet is detectedo Take a screenshoto Delete the tweeto Alert Vince Pannozzo (Social Media Manager). If Vince is

unavailable, alert Patrick Arthur ( Marketing Director)2. Vince to contact Patrick to determine reach 3. Vince to develop follow up post. Patrick will approve. 4. . If media has picked up the post, Patrick to manage all direct contact. If Patrick is unavailable, Scott (Senior Director) will manage all contact.5. Patrick and Vince meet to determine if disciplinary action is required for employee.

Critical Response Plan 2Miami Dolphins player arrested

Action Plan1. Alert Scott Stone (Senior Director). Scott to alert Patrick (Marketing Director).2. Patrick is to meet with Scott and Vince (Social Media Manager) to determine the amount of mentions about the arrest. 3. If media contact, Patrick is to handle. If unavailable, Scott will handle. 4. Vince to create posts in which channel broke the news. Continue to monitor the reach. 5. Determine if a press release is necessary. If so, the document will be posted on Facebook and a link to the document on Miami Dolphins website will be posted on Twitter. Pre-approved messaging: Twitter: “As soon as we find out more information, you will be notified via a Tweet with a link to be updated.”Facebook: “An incident with one of our players has occurred today. We do not have further details of the arrest, but when they get released we will notify all fans immediately.”

Measurement and Reporting Results

Source Volume Percentage Overall Traffic

Conversion Rate

Facebook 426,667 unique visits+15% growth

35% 1.2%

Periscope 55000 unique visits+10% growth

8% 2.1%

Twitter 202000 unique visits+10% growth

12% .03%

Website Traffic Source Assessment Timeframe: monthly average September 2016 to December 2016

Quantitative KPIsReporting period 4 monthsDate as of January 2017

Measurement and Reporting ResultsSocial Network Data Timeframe: as of January 1 2017

Social Network URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/MiamiDolphins

732,600+10 % growth

83 posts per weekNo change

2%

Facebook https://www.facebook.com/MiamiDolphins/?fref=ts

2,609,683+20% growth

78 posts per week+18% increase

4%

Instagram https://www.instagram.com/miamidolphins/

695,750+15% growth

52 posts per week+10% increase

3.2%

Periscope https://www.periscope.tv/MiamiDolphins/1YpKkeZWOZoJj

353,919+10% growth

17 posts per week + 25% increase

5.2%

Measurement and Reporting

#FinsUpForFans Performanceo Between September 1 2016 and December 31, 2016 the hashtag was mentioned

50,000 times on Twitter and 75,000 times on Instagramo 40 Twitter posts with the hashtag produced a higher average number of fans

commenting and retweeting. Sentiment AnalysisAn analysis of the interactions on 10000 Facebook posts, 10000 Instagram posts and 10000 Tweets revealed the following: o an abundance of positive sentiment from customers after attending a game. This includes

shout outs, sharing photos and stories of their experience. o The largest reason for negative sentiment was losing games. Customers expressed

frustration for paying for a game that was lost. Proposed Action Itemso Continue use of #FinsUpForFans until the season is overo Prepare videos of players practicing from their perspectiveo Use #DolphinsCancerChallenge campaign to giveaway 500 free

tickets to the 2017-2018 football season