USWNT World Cup Digital Plan-2
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Transcript of USWNT World Cup Digital Plan-2
USWNT Digital PlanFIFA World Cup 2015
Alyssa Gentile, Victoria Oladipo, Cody Taduran
Alyssa Gentile, Cody Taduran, Victoria OladipoGeorgetown University
Digital Media
Agenda
I. ObjectivesII. Target Audiences
III. Chosen PlatformsIV. RationaleV. Utilization
VI. Evaluation & ROO
ObjectivesReach most energetic fans where they’re at
Provide followers content they can share on share-friendly platforms
Use shareability and larger audiences to grow the USWNT brand
Target AudiencesSavvy Millennials 18-29 Casual Adults 35-55
Chosen PlatformsFacebook & Twitter
Mass audiences
High shareability
Soccer conversation hubs
High engagement
+ Tumblr ActivationHuge market presence
Sponsored posts = high engagement
Massive reach
What’s Been Done● Nike home kit launch
○ “No Maybes” campaign● “1 Nation. 1 Team. 23 Stories” video series
Before
-Drive eCommerce-Showcase player appearances-Hype Videos/stills-Merge/Integrate Twitter handles
During
-Push gifs & Vine goals on Twitter-World Cup Central
-Get the men involved-Social correspondents
After -Promote other facets of Women’s soccer-Cover player appearances, celebrations-Circulate player posts-Stress organic content
Return On Objectives-Evaluate Facebook & Twitter Metrics throughout
-At least 6.0 engagement per fan-20% increase in USWNT followers-15% increase in reach-Average of 12,000 reblogs on Tumblr
-Use increased metrics to drive revenue from sponsors
Sources
http://expandedramblings.com/index.php/tumblr-user-stats-fact/2/
http://www.adweek.com/socialtimes/nearly-half-of-facebook-users-are-soccer-fans/299303
http://www.slideshare.net/WishpondTechnologiesLtd/world-cup-on-social-media
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
http://www.pewinternet.org/2015/01/09/frequency-of-social-media-use-2/
http://www.businessinsider.com/social-media-engagement-statistics-2013-12