1. USOPEN
Competitive Analysis

2. Objective: To compare the efforts of US Open in Social
Media efforts against the other 3 major Grand Slams with
the focus of uncovering deficiencies and determining how
to improve its positioning

4. ● US Open lags behind the other 3 events in social
audience
● Social Media Marketing is not only about audience but
also engagement
● Social Activity is also a very important metric to analyze
● US Open can use competitive analysis to figure out
how to improve its audience
Insights

5. ● Without the largest audience, US Open still has good
engagement on Instagram
● Wimbledon has more than twice the engagement
● Wimbledon leverages Brand Partnerships to increase its
reach and engagement

6. Twitter

7. ● US Open Tweets at least 3 times more often than the
parties in the landscape
● US Open lags in the engagement category on Twitter
● US Open needs an amplification strategy (retweets are
important which will can come from Tagging influencers)
● Frequency of tweets is not a solution
● US Open must include a “Fun Factor” in a consistent
“Brand Voice”

8. ● Tweet times are not optimum in comparison to the
competitors
● Tweet times must be optimized to coincide with events
and also in relation to audience analysis
Tweet Times Over the past week
Quick Observations

9. US Open is experiencing the best
growth across the platforms
● Premium Lifestyle Brand
● Meditative Experience
● Party Atmosphere
● Tribal / Fun / Immersive
● Celebrity and influencer endorsements
● Strong brand recognition through clothing
● Fresh and sophisticated themes (Scented candles, etc.)

10. Twitter Likes, Facebook Reactions, Instagram Likes

11. *Excludes Twitter
Replies

12. Retweets and FB Post Shares,

13. Key Points of Communication
Clarity
CredibilityRelevance

14. ● Where do we find them?
● What is the market size?
● How do we form an emotional attachment?
● What call to action would work best to capture their
attention?
● How do I get them to share my content?
● Who are the influencers?
● How can we leverage our brand partners to resonate
with our core and potential audience?
● Wimbledon is steeped in tradition. What is our key
point of differentiation?
Audience Analysis from Focus
Group and Research

15. ● Compelling content that resonates and creates an
emotional attachment to the brand
● Timely content consistent with the Brand Voice
● Creating a fun factor that the audience will share
● A personalization of the brand (Behind the scenes
footage, Snapchat takeovers etc.)
● User Generated Content
● Strong competitive analysis (Wimbledon has the
strongest presence) and translation of their best
practices
● Mobile Optimized content (most content is consumed
on mobile)
Solutions

16. Additional Suggestions
● Instagram and Facebook ads including post with
influencers, celebrities and tennis stars
● Strong focus on “Brand Voice” and authenticity
● Rich content communicating the unique brand
experience
● Facebook Re-targeting to push ads to previous web
site visitors
● Email opt-in to build lists
● Contests, Sweepstakes, Giveaways (generates UGC)