The Miami Dolphins are focused on growing their social media presence and engagement in 2016 to support revenue goals. Their objectives include increasing followers on Twitter, Facebook, and Instagram while also increasing visual content by 50%. Key performance indicators will track website traffic, follower growth, and fan response. The team will continue their #FinSocial campaign and consider a partnership to give away season tickets and a car.

1. Miami Dolphins
BY: JARED VANEGAS
FEBRUARY 21, 2016
PUR3622/RTV4930
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2. Table of Contents
3. Executive Summary
4. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Audience Demographics Assessment
d. Competitor Assessment
8. Social Media Objectives
11. Online Brand Persona and Voice
12. Strategies and Tools
14. Timing and Key Dates
15. Social Media Roles and Responsibilities
16. Social Media Policy
17. Critical Response Plan
19. Measurement and Reporting
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3. Executive Summary
 Our major social media goals for 2016 will be growing and engaging our
online community.
 The primary focus will be to increase sales and revenue goals through driving
more traffic to all of our social media channels – this will be a byproduct of
building long-lasting relationships with our fan base and the distribution of
new and meaningful content.
Two primary strategic initiatives to support this goal:
1. A plan developed by the executive management and marketing team to map out
creative and consequential content.
2. Persuade and empower our fan base to consume new content.
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4. Social Media Audit
Social Network URL Follower Count Average
Weekly Activity
Average
Engagement
Rate
Twitter Twitter.com/Mi
amiDolphins
559k 80 posts per
week
.00014%
Facebook Facebook.com/
MiamiDolphins
2.1 million 38 posts per
week
.00001810%
Instagram Instagram.com/
miamidolphins
514k 21 posts per
week
.00004086%
LinkedIn linkedin.com/co
mpany/miami-
dolphins
9k 1 post every
few months
0%
The following is an audit of the Miami Dolphins’ social media outlook to date. This
includes all of the social network channels it is currently participating in, and it takes
web traffic, audience demographics, and a competitor analysis into consideration.
At this present time,
the highest number
of interactions per
posts by and large
occurs on Twitter. No
interactions occur on
LinkedIn, which needs
to be addressed
moving forward.
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5. Social Media Audit cont.
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 100,000 unique
visits
9% 2.9%
Facebook 135,000 unique
visits
15% 2.3%
Instagram 48,000 unique visits 1% .04%
LinkedIn NO DATA NO DATA NO DATA
Website Traffic Sources Assessment
Timeframe: Monthly average, August 2015 to October 2015
At the current time, Facebook is the largest driver of traffic to our website. The conversion rate,
which points to ticket purchases, is behind Twitter at the moment, however.
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6. Audience Demographics Assessment
Survey distributed in November via email and upon ticket purchase for Dolphins vs.
Cowboys game in Sun Life Stadium. Total responses: 12,000
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
40% 18 – 30
40% 31 - 40
15% 41 - 55
5% 56 - 80
35% Female
65% Male
35% Female
65% Male
55% Facebook
35% Twitter
10% Instagram
50% Twitter
30%
Facebook
20%
Instagram
Fans of
the
Miami
Dolphins
Fans of
opposing/visi
ting teams
The majority of survey
respondents are in
both the 18-30 and
the 31-40 groups.
Facebook and Twitter
are their core social
networks. Focus
should be dedicated
to Instagram content.
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7. Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
Miami Marlins FB: Marlins They post often, and
extend content to their
base on a daily basis,
several times a day.
In comparison to
their competitors,
they don’t have as
many videos.
Miami Heat FB: MiamiHeat Their usage of videos
separates them from
the pack. Link to team
store next to “like”
button is nice.
Their visuals aren’t
necessarily the most
appealing.
Florida Panthers FB: FlaPanthers Video usage is very
strong. App button next
to like button is unique,
as well.
They don’t post as
frequently as their
competitors.
This analysis focused
on three major
competitors with a
strong social media
presence on
Facebook, Instagram,
and Twitter. Visual
content was
especially strong for
all of them, and video
usage on Facebook
was their biggest
strength.
Communicating with
their base is where
they need to improve
upon the most.
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8. Social Media Objectives
 In 2016, the primary focus of our social media strategy will be to support
revenue and increased ticket sale goals by driving more traffic to our website
from our social channels. To do this, we will prioritize growing our online fan
base by building stronger relationships with our constituents.
 Some specific objectives include:
1. Increase follower count on Twitter to 1 million by the end of the year via:
1. Increased use of brand hashtags across all platforms.
2. Increase followers/likes on Facebook to 3 million by the end of the year.
3. Increase Instagram followers to 1 million by the end of the year.
4. Increase volume of visual content on Instagram and Facebook by 50% by the
end of the year.
Twitter is our highest conversion-rated platform, so we want to focus a lot of our efforts there.
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9. KPIs and Key Messages
 Number of unique visitors from
Facebook, Twitter and LinkedIn
 Number of Instagram followers
 Number of weekly photo and video
posts to Facebook and Instagram
 Analysis of fan response to new visual
content
KPIs
 South Florida’s Sport Team
 Create fun memories with your Miami
Dolphins, friends, and family
Key Messages
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10. Key Messages cont.
Family
Friends
Create Memories
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11. Online Brand Persona and Voice
Adjectives that describe our brand: When interacting with customers (fan
base) we are:
Winning
Fun
Strategic
Smart
Energetic
Legendary
Supportive
Friendly
Appreciative
Excited
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12. Strategies and Tools
Paid:
Every day boost most popular organic Facebook posts. This is especially
critical during offseason when there’s no games to attend. Posts must have a
minimum of 20,000 likes and 5,000 comments.
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Owned:
Introduce the use of #FinSocial across Instagram and Twitter platforms, and will ultimately
be distributed and promoted across all social platforms. With this campaign, bloggers and
amateur writers in the fan base will use hashtag to promote their posts in their own online
publications. We will then “break” stories after we’ve selected which posts/stories to share.
Earned:
Monitor Twitter for keywords and terms: dolphins, football, South Florida,
Miami, family event, Sunday, NFL. Extend chance to win football tickets to
games to warm/leads prospects during football season.

13. Tools
Approved Tools Rejected Tools Existing Tools
Hootsuite
Buffer
Canva
Google Analytics
Google Adwords
Kenshoo
N/A Photoshop
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14. Timing and Key Dates
Holiday Dates Internal Events Reporting Dates
New Year’s Day
MLK Day
Presidents’ Day
St. Patrick’s Day
Easter
Mother’s Day
Memorial Day
Father’s Day
4th of July
Labor Day
Halloween
Veterans’ Day
Thanksgiving
Christmas
New Year’s Eve
Web Weekend (Precise
date TBD)
Dolphins Cycling Challenge
(Precise date TBD)
Reporting will happen on a
calendar quarterly basis.
Meeting times are still TBD.
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15. Social Media Roles and Responsibilities
Chief Marketing Officer – Jeremy Walls
Director of Marketing – Patrick Arthur
Marketing Manager – Brittany Reid
Social Media Manager – Vince Pannozzo
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16. Social Media Policy
Social media is a critical aspect of our daily lives. Whether it’s solving client
issues via Twitter, or sharing thoughts and ideas to your constituents, the
inescapable truth is that social media is here to stay. As an employee of the
Miami Dolphins, you are a representative of the organization, and you are
expected to use practical judgement and demonstrate a sense of
respectfulness and a client-first mentality. Here are some of the principles that
you are expected to abide by:
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• Be respectful
• Don’t engage in fights with the consumer
• Be helpful to our customers
• Do not direspect the competition
• Double check on a Tweet before sending one out if you
are unsure.
The Miami Dolphins organization is serious about the appropriate use of social media by
our employees. Violation of our social policy may result in corrective action, up to, and
including, termination. If you have questions and/or concerns about our policy, please
consult with your manager.

17. Critical Response Plan
Scenario 1 - Inappropriate Tweet Sent from @MiamiDolphins
1. When Tweet is detected:
 Take screenshot
 Delete Tweet
 Alert Vince Pannozzo (if Vince is unavailable, alert Brittany Reid)
2. Vince to discuss impact and reach with marketing team.
3. Vince to develop appropriate follow up Tweet, Brittany to approve.
4. Vince and Brittany are to meet with employee responsible for Tweet to
determine next course of action/disciplinary measures.
Take screenshot
Delete Tweet
Alert Vince Pannozzo (if Vince is unavailable, alert Brittany Reid)
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Pre-approved messaging:
No pre-approved messaging in this scenario. This will be entirely dependent on severity
of the tweet, which is a case-by-case scenario.

18. Scenario 2 – Member of team was
arrested/apprehended
Action Plan
1. Brittany Reid, Marketing Manager, is alerted of news.
2. Vince and Brittany evaluate number of social media mentions of
the arrest.
3. If media has picked up situation, Brittany is to be official
correspondent. If Brittany is unavailable, Vince is next in line.
4. Release official statement on behalf of the team. Vince to
formulate Tweet, Brittany to approve.
5. All members of Marketing are to monitor situation, and bring in
members of executive management in other departments as
necessary.
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Pre-approved messaging:
Facebook: We are aware of
the incident that took place
with Player X yesterday. We
will closely monitor this
situation as it develops and
evaluate any additional
information as it becomes
readily available. We thank
you for your patience.”
Twitter: We are aware of the
incident that took place with
Player X yesterday. We are
still gathering all of the facts.
Thank you for your patience.

19. Measurement and Reporting
Quantitative KPIs
Reporting Period: February 1, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2015 to January 2016
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Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 120,000 unique
visits + 20%
growth
12% 2.9%
Facebook 148,000 unique
visits +10%
growth
20% 2.3%
LinkedIn 500 unique visits
+ 5% growth
4% .03%

20. Social Network Data
Timeframe: as of February 1, 2016
Social Network URL Follower Count Average Weekly
Activity
Engagement
Rate
Twitter Twitter.com/Mi
amiDolphins
700k +20%
growth
100 posts per
week + 20%
increase
.00014%
Facebook Facebook.com/
MiamiDolphins
2.9 million +
28% growth
80 posts per
week + 40%
increase
.000028%
Instagram Instagram.com/
miamidolphins
600k +15%
growth
40 posts per
week + 50%
.000067%
Linkedin linkedin.com/co
mpany/miami-
dolphins
14k + 40%
growth
1 post per
month
0%
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21. Measurement and Reporting Cont.
 Our Instagram following has shown tremendous growth by reaching 600k
followers and a 15% increase in just a short three months, and it is
currently on pace to reach our objective.
 The marketing and social content team have done an exceptional job with
both the #FinSocial campaign and creating remarkable visual content for
our fan base. All of our social media channels are showing great growth,
and it is a byproduct of our team’s marketing efforts.
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22. #FinSocial Hashtag Performance
 Between November 1, 2015 and February 1, 2016, the hashtag was
mentioned 10,500 times on Twitter and 6,500 times on Instagram.
 Many of the posts were visual-content posts where fans posted pictures
and videos of their friends and family members attending games. After the
regular season, fans posted photos of themselves watching playoff NFL
games in their Dolphins gear.
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23. Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 500 Facebook posts, 100 Instagram posts,
and 100 Tweets revealed the following:
 Our fane base is responding to our new strategy exceptionally well. They’re
recommending Dolphins games and following our social media sites to
their followers, family, friends, and cohorts.
 The most negative aspect of sentiment comes after the Dolphins lose a
game, which isn’t necessarily controllable on the marketing end.
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24. Proposed Action Items
 Continue #FinSocial Campaign
 Consider co-branding with auto dealer for upcoming NFL season to give
away a car with four season tickets to home games in a campaign called
#FinsDash
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