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UF PUR3622 Social Media Strategy Project

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Angelo Yeskey

Project for PUR3622

Social Media
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Oklahoma City Thunder Angelo Yeskey 2/17/2016
Table of Contents • Executive Summary, Feburary 2016 • Social Media Audit • Social Media Objectives • Online Brand Persona and Voice • Strategies and Tools • Timing and Key Dates • Social Media Roles and Responisbilities • Social Media Policy • Critical Response Plan • Measurement and Reporting Results
Executive Summary • Our major social media goals are to encourage more interaction among fans and to grow our following on various platforms. Our primary focus will be Twitter, as that is very popular among sports fans who are active on social media and is currently our smallest following.
Social Media Audit Social Network URL Followers Activity Twitter Twitter.com/okcthunder 1.21M 6-10 links a week. Live tweet during games Facebook Facebook.com/OKCThunder 5.8M 20-40 posts a week Instagram Instagram.com/okcthunder 1.6M 25-50 posts a week
Social Media Audit • Official website: http://www.nba.com/thunder/ • Audience: Residents of Oklahoma and the US mid-west, fans of the NBA, fans of the OKC Thunder basketball team. • Competitors include: Other sports leagues (NFL, NHL, MLB) and other franchises in the NBA • Note: Also on Snapchat (username OKCThunder)
Social Media Objectives- Demographic Information • NBA fans are a younger demographic (45% of regular viewers are under the age of 35). Other demographic information: 70% male, 45% African American • 1 in 3 NBA fans will regularly use the internet to track live scores from their preferred games or favorite teams • This demographic is 40% more likely to use a mobile device to access their social networks • There are more than 450 million total NBA fans and their online quest to access stats and specific data about their favorite teams and players has increased by more than 66% since the 2012-2013 season
Social Media Objectives • Our objective is to increase our Twitter followers by 500,000 in the next calendar year and to increase engagement on all of our social media platforms by 30% in the same timeframe. • KPIs: Number of followers on Twitter. Number of interactions on tweets (retweets, likes, replies, quotes), Facebook posts (likes, comments, shares) and Instagram (likes, comments). Number of weekly posts on each platform • Key Messages: #ThunderUp, #GetUpGetLoud, #ThisIsWhyWePlay
Online Brand Persona and Voice • Adjectives that describe our brand  Stable  Reliable  Safe  Fun • Interactions with fans  Almost non-existent outside of providing content  An area that could use improvement
Online Brand Persona and Voice Twitter @okcthunder
Online Brand Persona and Voice Instagram @okcthunder Facebook.com/OKCThunder
Strategies and Tools • Earned  Offer discounts for team store after wins  Have ticket giveaways  EX- Retweet this to enter into raffle for free tickets  Partner with local and/or national restaurant and offer special deals dependent on game outcomes  EX- If the Thunder score 115 points, get 15% at local Chick-Fil-A • Tools  Tweetdeck  Hoosuite
Timing and Key Dates • Key dates  Any game day  Rivalry games (Memphis, San Antonio)  Games against other conference leaders (Golden State, San Antonio, Cleveland)  Holidays  Thanksgiving  Christmas  Valentine’s Day  Easter  Start of the NBA Playoffs
Social Media Roles and Responsibilities • Director, Marketing and Brand Management: Dawn Turner • Digital Media Production Coordinator: Ben Sledge • Manager, Marketing: Kristiana Van Winkle • Creative Services Director: Lisa Waite • Director, Interactive Media & Publications: Ron Matthews
Social Media Policy • Social Media Guidelines  Keep things family friendly  Think before you tweet  Reflect the enjoyment the game brings  Avoid sensitive subjects  If you are unsure about content you are about to post, check with someone.  If you are not in a position to check, do not post the content. Play it safe
Critical Response Plan • In the event of an inappropriate tweet  Delete tweet at earliest opportunity  Issue an apology for tweet across all platforms • In the event of another critical situation  Wait and work with PR team to craft a unified message for the situation  After the message is made, post it on all platforms and then post it again in the evening (or following morning)
Measurement and Reporting Results • Reporting Period: 5 Months Social Network Followers Engagement F-Increase E-Increase Twitter 1.41M 55% 200,000 7% Facebook 5.95M 44% 150,000 2% Instagram 1.7M 50% 100,000 2%

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UF PUR3622 Social Media Strategy Project

  • 2. Table of Contents • Executive Summary, Feburary 2016 • Social Media Audit • Social Media Objectives • Online Brand Persona and Voice • Strategies and Tools • Timing and Key Dates • Social Media Roles and Responisbilities • Social Media Policy • Critical Response Plan • Measurement and Reporting Results
  • 3. Executive Summary • Our major social media goals are to encourage more interaction among fans and to grow our following on various platforms. Our primary focus will be Twitter, as that is very popular among sports fans who are active on social media and is currently our smallest following.
  • 4. Social Media Audit Social Network URL Followers Activity Twitter Twitter.com/okcthunder 1.21M 6-10 links a week. Live tweet during games Facebook Facebook.com/OKCThunder 5.8M 20-40 posts a week Instagram Instagram.com/okcthunder 1.6M 25-50 posts a week
  • 5. Social Media Audit • Official website: http://www.nba.com/thunder/ • Audience: Residents of Oklahoma and the US mid-west, fans of the NBA, fans of the OKC Thunder basketball team. • Competitors include: Other sports leagues (NFL, NHL, MLB) and other franchises in the NBA • Note: Also on Snapchat (username OKCThunder)
  • 6. Social Media Objectives- Demographic Information • NBA fans are a younger demographic (45% of regular viewers are under the age of 35). Other demographic information: 70% male, 45% African American • 1 in 3 NBA fans will regularly use the internet to track live scores from their preferred games or favorite teams • This demographic is 40% more likely to use a mobile device to access their social networks • There are more than 450 million total NBA fans and their online quest to access stats and specific data about their favorite teams and players has increased by more than 66% since the 2012-2013 season
  • 7. Social Media Objectives • Our objective is to increase our Twitter followers by 500,000 in the next calendar year and to increase engagement on all of our social media platforms by 30% in the same timeframe. • KPIs: Number of followers on Twitter. Number of interactions on tweets (retweets, likes, replies, quotes), Facebook posts (likes, comments, shares) and Instagram (likes, comments). Number of weekly posts on each platform • Key Messages: #ThunderUp, #GetUpGetLoud, #ThisIsWhyWePlay
  • 8. Online Brand Persona and Voice • Adjectives that describe our brand  Stable  Reliable  Safe  Fun • Interactions with fans  Almost non-existent outside of providing content  An area that could use improvement
  • 9. Online Brand Persona and Voice Twitter @okcthunder
  • 10. Online Brand Persona and Voice Instagram @okcthunder Facebook.com/OKCThunder
  • 11. Strategies and Tools • Earned  Offer discounts for team store after wins  Have ticket giveaways  EX- Retweet this to enter into raffle for free tickets  Partner with local and/or national restaurant and offer special deals dependent on game outcomes  EX- If the Thunder score 115 points, get 15% at local Chick-Fil-A • Tools  Tweetdeck  Hoosuite
  • 12. Timing and Key Dates • Key dates  Any game day  Rivalry games (Memphis, San Antonio)  Games against other conference leaders (Golden State, San Antonio, Cleveland)  Holidays  Thanksgiving  Christmas  Valentine’s Day  Easter  Start of the NBA Playoffs
  • 13. Social Media Roles and Responsibilities • Director, Marketing and Brand Management: Dawn Turner • Digital Media Production Coordinator: Ben Sledge • Manager, Marketing: Kristiana Van Winkle • Creative Services Director: Lisa Waite • Director, Interactive Media & Publications: Ron Matthews
  • 14. Social Media Policy • Social Media Guidelines  Keep things family friendly  Think before you tweet  Reflect the enjoyment the game brings  Avoid sensitive subjects  If you are unsure about content you are about to post, check with someone.  If you are not in a position to check, do not post the content. Play it safe
  • 15. Critical Response Plan • In the event of an inappropriate tweet  Delete tweet at earliest opportunity  Issue an apology for tweet across all platforms • In the event of another critical situation  Wait and work with PR team to craft a unified message for the situation  After the message is made, post it on all platforms and then post it again in the evening (or following morning)
  • 16. Measurement and Reporting Results • Reporting Period: 5 Months Social Network Followers Engagement F-Increase E-Increase Twitter 1.41M 55% 200,000 7% Facebook 5.95M 44% 150,000 2% Instagram 1.7M 50% 100,000 2%