Status report
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The Miami Heat's social media strategy aims to grow their online audience and followers through more frequent posting and interaction. Their goals are to increase website traffic from social media and sell more tickets. Key strategies include boosting Facebook posts, creating ads, using consistent hashtags, and partnering with athletes. Progress will be measured through metrics like follower growth, engagement rates, and website traffic/conversions from each channel.
Status report
- 1. Miami Heat: Social Media Strategy Khalil Shabazz • 02.21.2016
- 2. Table of Contents 1. Executive Summary, 2. Social Media Audit a. Social Media Assessment b. Traffic Sources Assessment c. Customer Demographics Assessments d. Competitor Assessment 3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results
- 3. EXECUTIVE SUMMARY Summary Our main social media priorities is to continue growing our online audience and followers Strategies Plan to gain followers Communicate with followers more often
- 4. SOCIAL MEDIA AUDIT Social Network URL Follower count Average Weekly activity Ave. Engagement rate Twitter twitter.com/miamih eat 3.6M 53 tweets per week 5.7% Facebook facebook.com/mia miheat 3M 15 post per week 9% Instagram @miamiheat 4.5M 10 post per week 7% Linkedin linkedin.com/miami heat 2M 8 post per week 2%
- 5. b. Website Traffic Sources Assessment Source Volume % of overall traffic Conversion Rate Twitter 500 visits 5% 5.4% Facebook 750 visits 30% 3.7% Instagram 1000 visits 65% 8% Linkedin 200 visits 20% 1.2%
- 6. c. Audience Demographics Assessment Age Distribution Gender Primary social network Secondary social network Primary need Secondary weakness 70% 18-30 60% women 40% men Twitter Instagram More interaction more followers 20% 31-40 50% women 50% women Facebook Twitter More ads N/A 5% 41-50 80% men 20%women Facebook Linkedin N/A N/A 5% 50- above 60% men 40% women Facebook Linkedin N/A N/A
- 7. 09.05.XX 09.17.XX 10.13.XX d. Competitor Assessment Competitor Name Social Media Profile Strengths Weakness Orlando Magic Twitter: Orlando Magic Keeps up with the community Post too often OKC Thunder Twitter: OKC Thunder Stays up to date with NBA moves Doesn’t post enough Boston Celtics Twitter: Boston Celtics Interacts with followers Too much interaction
- 8. SOCIAL MEDIA OBJECTIVES Our goal this year is to increase popularity by connecting to our community through social media. Growing our website's traffic and selling more tickets through prizes on our social media profiles. 1. Interact more with our Twitter and Facebook profiles. 2. Create weekly events on our social media profiles. KPI’s 1. Number of unique visitors from Facebook, Twitter and LinkedIn 2. Number of Instagram followers 3. Number of weekly photo and video posts to Facebook and Instagram 4. Sentiment analysis Key Messages 1. Sell more 2. Communicate more
- 9. Online Brand Persona and Voice Adjectives that describe our brand: Fun Entertaining Passionate Professional Family oriented When interacting with our customers we are: Friendly Professional
- 10. Strategies and Tools Paid: 1. Boost Facebook post. Every 2nd post 2. Create ads for twitter Owned: 1. Create a hashtag that will be used every game 2. On Facebook add as many people that have a heat hashtag Earned: 1. Monitor Twitter for specific hashtags 2. Partner with athletes to interact with the community Tools: 1. Hootsuite 2. Rebelmouse 3. Adobe programs
- 11. Timing and Key dates Holidays: 1. Christmas 2. Thanksgiving 3. Valentine's Day 4. Veterans Day Months: 1. Black History Month 2. Latino Month Events: 1. Feb. 11-14 All star weekend
- 12. Social Media Roles And Responsibilities Marketing Director - Jalen Rose Social Media Manager - Daphne Rojas Social Media Coordinator - Will Johnson Supporting Social Media Team Members Ryan Bass (social ads support)Josephine Wall (customer support - social media)
- 13. Social Media Policy Social media has become more business minded with ads and people promoting their brands. However, most businesses forget that the main purpose of social media is to be social. Users don’t want to see too many ads, promotion of business or the reasons why they should buy a product. They want to be social. 1. Be friendly 2. Be the solution 3. Interact with everyone 4. Keep posting about business to a min. 5. Be helpful 6. Spread content about our parnters
- 14. Critical Response Plan Scenario: Bad tweet Action Plan: 1. When tweet is detected ● Screenshot ● Delete tweet ● Alert Daphne Pre-approved message: N/A Scenario: Wrong information on Facebook Action Plan: 1. When post is detected ● Screenshot ● Delete post ● Create post with right information Pre-approved message: N/A
- 15. Measurement and Reporting Qualitative KPIs Reporting Period: 3 months Data as of February 1, 2015 Social Network data Social network URL Follower Count Average weekly activity Engagement Rate Twitter twitter.com/mia miheat +11% growth +10% growth 4% Facebook facebook/miami heat +12% growth +20% growth 7% Instagram @miamiheat +4% growth +5% growth 3% Linkedin linkedin.com/mi amiheat +6% growth no change 1%
- 16. Measurement and Reporting(continued) Website traffic data: Source Volume % of overall traffic Conversion Rate Twitter 10% growth 12% 4% Facebook 10% growth 27% 6% Instagram 3% growth 10% 4.6% Linkedin 5% growth 3% 2%