Out-Game Dragon Athletics Social      Media Tactical Plan         by: Communications Coordinator Billy McDonald  This plan...
Blog (Official Dragon Athletics Blog) 3  hours’ weekly/12 hours monthly• Short term objectives:Increase recognition andfol...
Blog (Official Dragon Athletics Blog) 3  hours’ weekly/12 hours monthlyShort term objectives:Increase engagement  – Create...
Blog (Official Dragon Athletics Blog) 3  hours’ weekly/12 hours monthly• Key Metrics:• 40+ Number of posts• 14,500+ Audien...
Social Networks Facebook, LinkedIn & Google+   2 hours daily/ 10+ weekly/ 40+ monthlyShort term objectives:Facebook fan pa...
Social Networks Facebook, LinkedIn & Google+   2 hours daily/ 10+ weekly/ 40+ monthlyLinkedIn   – Create LinkedIn Group   ...
Social Networks Facebook, LinkedIn & Google+   2 hours daily/ 10+ weekly/ 40+ monthlyGoogle+  – Develop new social    netw...
Microblogging (Twitter) Dragon Athletics      2 hours daily/10+ weekly/40+ monthlyShort term objectives:• Divide followers...
Online Video – YouTube (DragonAthleticsTV) 2     hours daily/12+ weekly/48+ monthlyShort term objectives:• Update videos o...
Photo sharing 1 hours daily/5 +weekly/20+ monthlyShort term objectives:•   Encourage employees to share any    interesting...
Podcasting – Dragon Athletics Weekly Podcast    1 hours daily/6 weekly/ 24 monthlyShort term objectives:• Create list of p...
Presentation Sharing – Dragon Athletics Slide Share         .5 hours daily/ 2 weekly/8 monthlyShort term objectives:• Slid...
Additional Notes and Objectives• Match Buyer Personas to Social Media  sites, adjust strategy above to better fit  persona...
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Out-Game Dragon Athletics Social Media Tactical Plan

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This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. increase unique traffic to MSUMDragons.com and 2. convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content.

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Out-Game Dragon Athletics Social Media Tactical Plan

  1. 1. Out-Game Dragon Athletics Social Media Tactical Plan by: Communications Coordinator Billy McDonald This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. increase unique traffic to MSUMDragons.com and 2. convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content.
  2. 2. Blog (Official Dragon Athletics Blog) 3 hours’ weekly/12 hours monthly• Short term objectives:Increase recognition andfollowership – Use Pictures and special made videos for post – One post a week – Create a Blog publication schedule in Google Docs – Add RSS button to MSUMDragons.com, Google + and Facebook – Add Blogs to Dragon Weekly eNewsletter
  3. 3. Blog (Official Dragon Athletics Blog) 3 hours’ weekly/12 hours monthlyShort term objectives:Increase engagement – Create sharable content that is relevant – Encourage comments; submit RSS feed to sports forums and local publications. – Write more optionally to drive a conversation – Increase Subscribers through campaigning
  4. 4. Blog (Official Dragon Athletics Blog) 3 hours’ weekly/12 hours monthly• Key Metrics:• 40+ Number of posts• 14,500+ Audience growth in 2011• Conversation rate – 7:1 post to comment• 7 Conversions• 5 Subscribers• 3 Major Sources of Inbound links ( Facebook – 2000+, MSUMDragons – 1000, Google - 1000)• 0 Technorati, Alltop, and other directory listings• SEO Improvements – Use Keywords with each post “MSUM Dragons”
  5. 5. Social Networks Facebook, LinkedIn & Google+ 2 hours daily/ 10+ weekly/ 40+ monthlyShort term objectives:Facebook fan page(s) – Post positive media mentions and sports info stories regarding the Dragons – Encourage interaction on pages, events and groups – Content should be timely, relevant, authentic and no repeated – Interaction between the pages and events will encourage growth across all pages – Create unique posting schedule the alternates message delivery across fan pages
  6. 6. Social Networks Facebook, LinkedIn & Google+ 2 hours daily/ 10+ weekly/ 40+ monthlyLinkedIn – Create LinkedIn Group (Dragon Athletics) – Target Alumni with University happenings and updates of Dragon Athletics – Also, participate in Q&A, other groups, etc – Create specialized promotions for LinkedIn groups and followers
  7. 7. Social Networks Facebook, LinkedIn & Google+ 2 hours daily/ 10+ weekly/ 40+ monthlyGoogle+ – Develop new social network – Items like create a pages and circles, encourage interaction, create content – Also, participate in Q&A, other groups, etc
  8. 8. Microblogging (Twitter) Dragon Athletics 2 hours daily/10+ weekly/40+ monthlyShort term objectives:• Divide followers into Twitter list• Promote company blog post through Dragon Athletics account• Communicate to users about support issues such as broken links and event times/details• follow‐up• Build reputation• Promote other social networking activities/sites through TwitterKey Metrics:• 610 Friends/Followers• 960 2nd‐order followers (follower’s follower count)• ( 2 ) Velocity‐ avg. of first‐ and second‐order followers attracted per day since the account was established
  9. 9. Online Video – YouTube (DragonAthleticsTV) 2 hours daily/12+ weekly/48+ monthlyShort term objectives:• Update videos on social video sites and link to core site• YouTube• Facebook• Twitter• Create video series for YouTube• Include full bio and caption story with every video posted• Produce only quality video for channel• Review and critique each video as if you were the viewer• Increase subscribers• Use keywords with Videos to improve SEO• Include videos in playlist• Start keepin records of Social clicksKey Metrics:• 48 subscribers• >40,000 channel views
  10. 10. Photo sharing 1 hours daily/5 +weekly/20+ monthlyShort term objectives:• Encourage employees to share any interesting and marketing relevant photos from social on personal accounts• Take pictures of any relevant sports marketing events• Utilize photo sharing sites to share images with links back to blog and core site• Develop Flickr Account• Facebook Photo Gallery – Upload / Tag photos within 12 hours of Shooting• Our blog post photos to Blog with link to story• Create Photo Gallery on MSUMDragons.com via Facebook• Title Facebook albums and include short recaps
  11. 11. Podcasting – Dragon Athletics Weekly Podcast 1 hours daily/6 weekly/ 24 monthlyShort term objectives:• Create list of podcast directories• Promote podcast via social networks• Find guest for weekly podcast• Host on Mondays at 11 a.m. and post on Wednesdays
  12. 12. Presentation Sharing – Dragon Athletics Slide Share .5 hours daily/ 2 weekly/8 monthlyShort term objectives:• Slideshare share account• Update Slideshare listing• Create Presentations using pictures from events and accompanied by podcast.
  13. 13. Additional Notes and Objectives• Match Buyer Personas to Social Media sites, adjust strategy above to better fit personas• Train Media & PR department and coaches about better use of social media• Follow Dragon Athletics social media policy• Discuss social media policy with SEO and SEM vendors• Create or Find photo flip or share for MSUMDragons.com

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