A semester long analysis of the digital strategy of the Boston Red Sox. A complete look into social media, inbound marketing, target personas and more.
Introduction To Facebook | About FacebookYashShah428
A small introduction to facebook on what it is about and how does it help connecting to people and targeting more audience, facebook is quick and easy and this presentation will also help in guiding people on how to join facebook. Facebook is one social media platform which increases communication and will help in making the world a smaller place.
Facebook can be used as a powerful database for businesses to understand customer behaviors and target advertising. Businesses can create Facebook applications to gather user data with permissions and target ads based on user interests, behaviors, and connections visible on their profiles. Facebook also has advertising options outside of Facebook through tools like the Like button that allow businesses to promote content and actions back to users' profiles to bring in traffic, leads, and engagement at low costs.
Advance Facebook Techniques presents Facebook as a database, a deep source of insights, knowledge about your demographics and how to effectively use Facebook Ad Campaigns
Facebook continues to grow rapidly with over 550 million monthly active users and 150 million mobile users. The document outlines marketing opportunities on Facebook including organic distribution through newsfeeds, bought media through ads, and owned media through brand pages. It discusses how social context can increase advertising effectiveness and how brands can utilize Facebook pages, insights, and innovations like social plugins. The document also introduces upcoming Facebook features like places, questions, and credits while emphasizing the importance of connecting with users authentically.
Marketing to Boomers Through Social MediaBernie Borges
There are 78 million boomers in the U.S. More than 70% of boomers consume social media content. Marketers who target boomers need to understand how boomers want to be engaged online.
Bernie Borges, Founder & CEO of Find & Convert and author of Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web presented "Social Media for Boomers" during the breakout "Going Social, Going Mobile: Integrating Social Media and Mobile Apps into Your Boomer Marketing Strategy"
This document is a resume for Cathy Chao that outlines her education, experience, languages, and computer skills. She has a Master's degree in Integrated Marketing Communications from Emerson College and a Bachelor's degree in Communication from Simon Fraser University. Her experience includes internships in SEO, social media, online marketing, and social media marketing. She is fluent in Mandarin, Cantonese and Taiwanese and has skills in marketing research, media measurement, design, SEO, SEM, and various social media and computer programs.
Boston Workshop: Jan. 14, 2009: Nonprofits Tell It Like It IsPR Council
Presented by Sofiya Cabalquinto (Museum of Science), Jennifer Scott (Boston Center for Adult Education), Peter Spiers (Elderhostel) and Matt Shaw (Council of Public Relations Firms)
Introduction To Facebook | About FacebookYashShah428
A small introduction to facebook on what it is about and how does it help connecting to people and targeting more audience, facebook is quick and easy and this presentation will also help in guiding people on how to join facebook. Facebook is one social media platform which increases communication and will help in making the world a smaller place.
Facebook can be used as a powerful database for businesses to understand customer behaviors and target advertising. Businesses can create Facebook applications to gather user data with permissions and target ads based on user interests, behaviors, and connections visible on their profiles. Facebook also has advertising options outside of Facebook through tools like the Like button that allow businesses to promote content and actions back to users' profiles to bring in traffic, leads, and engagement at low costs.
Advance Facebook Techniques presents Facebook as a database, a deep source of insights, knowledge about your demographics and how to effectively use Facebook Ad Campaigns
Facebook continues to grow rapidly with over 550 million monthly active users and 150 million mobile users. The document outlines marketing opportunities on Facebook including organic distribution through newsfeeds, bought media through ads, and owned media through brand pages. It discusses how social context can increase advertising effectiveness and how brands can utilize Facebook pages, insights, and innovations like social plugins. The document also introduces upcoming Facebook features like places, questions, and credits while emphasizing the importance of connecting with users authentically.
Marketing to Boomers Through Social MediaBernie Borges
There are 78 million boomers in the U.S. More than 70% of boomers consume social media content. Marketers who target boomers need to understand how boomers want to be engaged online.
Bernie Borges, Founder & CEO of Find & Convert and author of Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web presented "Social Media for Boomers" during the breakout "Going Social, Going Mobile: Integrating Social Media and Mobile Apps into Your Boomer Marketing Strategy"
This document is a resume for Cathy Chao that outlines her education, experience, languages, and computer skills. She has a Master's degree in Integrated Marketing Communications from Emerson College and a Bachelor's degree in Communication from Simon Fraser University. Her experience includes internships in SEO, social media, online marketing, and social media marketing. She is fluent in Mandarin, Cantonese and Taiwanese and has skills in marketing research, media measurement, design, SEO, SEM, and various social media and computer programs.
Boston Workshop: Jan. 14, 2009: Nonprofits Tell It Like It IsPR Council
Presented by Sofiya Cabalquinto (Museum of Science), Jennifer Scott (Boston Center for Adult Education), Peter Spiers (Elderhostel) and Matt Shaw (Council of Public Relations Firms)
This digital strategy outlines Bose's plans to leverage celebrity endorsements and emphasize their high-quality sound across social media platforms like Facebook, Twitter, Instagram and Pinterest. The strategy aims to position Bose as the premier brand for speakers and headphones by targeting audiences aged 12-45 and creating an emotional attachment to build lifelong customer relationships. An estimated $400,000 budget over 12 months will fund advertisements, SEO and content promoting Bose's products.
This document provides tips for using social media successfully, including making a good first impression with landing pages, using geo-targeted content for relevancy, promoting open houses, managing properties with CMS templates, maintaining brand continuity across platforms, using tagging strategies for cross-promotion, scaling up a social media presence as the business grows, and generating leads by following audiences on Twitter.
Facebook has changed advertising in 3 key ways:
1) Facebook ads allow for highly targeted advertising based on users' social media activity and interests. This precise targeting makes ads more effective.
2) Brands can engage with customers on Facebook through pages, polls, and virtual promotions. High customer engagement on Facebook pages leads to increased brand loyalty and sales.
3) The widespread adoption of social plugins like the "Like" button has integrated Facebook engagement into the majority of top websites. This has increased the volume of user data Facebook can collect and allowed them to develop new advertising products like OpenGraph.
This document provides a social media development plan for Blue Ocean Society for Marine Conservation. It includes an introduction and objectives, a SWOT analysis and social media audit, recommendations for target audiences, key messages, social media platforms, tools, tactics, resources, and analytics. The plan aims to increase audience engagement, build community, raise awareness of BOS's mission, and increase online donations through a strategic social media approach. It analyzes BOS's current social media presence and provides suggestions for improving content, timing, hashtags, and engagement across platforms like Facebook, Twitter, and Instagram.
This document summarizes a presentation about advanced social media marketing. It discusses the fundamentals of effective marketing and how customer involvement has changed, with customers now researching companies online through websites, blogs, reviews and social networks before contacting them. It provides information on using various social media platforms like Facebook, Twitter, LinkedIn and others for marketing. Specific tactics covered include using hashtags, alerts, social media monitoring tools and local networking both online and offline.
Analytics for Musicians - Presentation to Chamber Music America - December 2n...Marshall Sponder
This presentation covers the kind of data that can be collected and how it might be used to promote the local and online following of Classical and Jazz Musicians.
In particular, we take a tour of some of the more exotic enhancements in Google Analytics combined with Geo-Location that I have become found of lately.
The work in this course also draws on the work I do at Baruch College Zicklin School of Business, where I am a Lecturer Faculty - much of the work I present has been informed by students who helped to pull the data around certain of the slides.
Finally, the need to develop the assessments also draws upon the Rutgers University Social Media for the Arts.
This deck does a nice job of blending the thinking behind the teachings I've done in both places, and is a true synthesis.
The document discusses how social media is changing the landscape of public relations. It argues that social media drives authenticity by allowing brands to interact directly with customers, establishes brand familiarity through constant online presence and communication, and facilitates mass communication between companies and audiences without traditional intermediaries. It provides examples of how social media has helped and hurt brand reputations and gives cases of politicians and TV shows using social media for outreach. It concludes that social media will lead to new divisions, jobs and opportunities in the field of public relations.
This document discusses targeting younger audiences for Bose through social media. It proposes using Pinterest to showcase products, Twitter for real-time engagement, and Instagram for imagery to attract followers. It allocates $500,000 to the social media strategy, with $200,000 going towards developing profiles on Pinterest, Twitter and Instagram, and $300,000 to SEO and Google AdWords. The end goal is to make Bose the top brand digitally and outcompete others in the market.
1) Facebook is a popular social media marketing channel with over 4.8 million members in Ontario alone and a total of over 11 million Canadian users.
2) The document provides statistics on Facebook demographics and discusses pros and cons of Facebook marketing.
3) Examples are given of small businesses that found success using low-cost Facebook ads to target relevant audiences.
Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon RayBrent Leary
Ramon Ray, small business technology evangelist and publisher of SmallBizTechnology.com, goes over his tips and tricks for using Facebook from a marketing perspective.
Tina Yip is a recent Boston University graduate seeking a career in marketing and strategy. She has relevant internship experience at advertising, entertainment, and social media companies. Her experience includes conducting research, creating content, and developing social media strategies to engage audiences.
Presented at the California Association for Local Economic Development (CALED) Annual Conference.
Summary: Curious how to use social media to achieve your economic development goals? Learn what tools are out there, how to match your goals up with the social media vehicle that makes sense for you, and get technical knowledge on set-up and maintenance of a social media strategies.
Speakers:
• Nancy Manchester, Economic Development Program Specialist, City of Santa Rosa
• Meaghan Mitchell, The Fillmore Community Benefit District, San Francisco
• Anatalio Ubalde, CEO, GIS Planning Inc. & ZoomProspector.com
• Barry Waite, Business & Employment Development Manager, City of Carson
You can add the economic development Facebook app at http://www.Facebook.com/ZoomProspector
Facebook was founded in 2004 to help users find and reconnect with old friends by making it easy to post, share, and comment on profiles. The digital strategy proposes a $30 million "Old Friends" campaign using YouTube, social media, search engines and mobile advertisements to increase awareness by 1% and add 200,000 new users by rekindling old friendships. The targeted audiences are primary Facebook users and their secondary social circles.
B2B Social marketing doesn't have to be boring: 15 campaigns that nail itBrafton
The document discusses 15 successful B2B social media campaigns that engage audiences. It provides details on the social networks used, number of followers, and what makes each campaign effective. The campaigns profiled utilize Twitter, YouTube, Facebook, Google+, Pinterest, LinkedIn and create relevant, visual content that builds communities and appeals to audience interests. The takeaways emphasize being funny, visual, consistent, timely and knowing the target audience.
Digital Marketing Strategy: Skills for Thriving as the New World Continued to...Bob Johnson, Ph.D.
Explore a range of expert opinions about the most likely changes in marketing communications in the near term (the next year or two), take an in-depth look at online advertising for brand strength and lead generation and conversion, and speculate about what’s likely to happen in the next five years. Our goal: Understand how the major issues at play will continue to unfold, the best resources to use to stay ahead (or at least abreast) of the digital revolution, and the most important steps to take now to craft an effective marketing strategy for the future.
The document discusses social media and its importance for small businesses. It defines social media as the democratization of information that allows people to publish content and have conversations. It discusses how social media allows two-way communication between businesses and customers. It also provides an overview of key social media networks like Facebook, LinkedIn, and Twitter and how businesses can use them strategically to engage customers and build their brand.
Using Facebook for businesses is on the rise among B2B businesses. Here's a quick guide of how using Facebook can improve your presence and works best for B2B marketers.
To know more visit https://www.spintadigital.com/blog/facebook-benefits-b2b-marketing/
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
This digital strategy outlines Bose's plans to leverage celebrity endorsements and emphasize their high-quality sound across social media platforms like Facebook, Twitter, Instagram and Pinterest. The strategy aims to position Bose as the premier brand for speakers and headphones by targeting audiences aged 12-45 and creating an emotional attachment to build lifelong customer relationships. An estimated $400,000 budget over 12 months will fund advertisements, SEO and content promoting Bose's products.
This document provides tips for using social media successfully, including making a good first impression with landing pages, using geo-targeted content for relevancy, promoting open houses, managing properties with CMS templates, maintaining brand continuity across platforms, using tagging strategies for cross-promotion, scaling up a social media presence as the business grows, and generating leads by following audiences on Twitter.
Facebook has changed advertising in 3 key ways:
1) Facebook ads allow for highly targeted advertising based on users' social media activity and interests. This precise targeting makes ads more effective.
2) Brands can engage with customers on Facebook through pages, polls, and virtual promotions. High customer engagement on Facebook pages leads to increased brand loyalty and sales.
3) The widespread adoption of social plugins like the "Like" button has integrated Facebook engagement into the majority of top websites. This has increased the volume of user data Facebook can collect and allowed them to develop new advertising products like OpenGraph.
This document provides a social media development plan for Blue Ocean Society for Marine Conservation. It includes an introduction and objectives, a SWOT analysis and social media audit, recommendations for target audiences, key messages, social media platforms, tools, tactics, resources, and analytics. The plan aims to increase audience engagement, build community, raise awareness of BOS's mission, and increase online donations through a strategic social media approach. It analyzes BOS's current social media presence and provides suggestions for improving content, timing, hashtags, and engagement across platforms like Facebook, Twitter, and Instagram.
This document summarizes a presentation about advanced social media marketing. It discusses the fundamentals of effective marketing and how customer involvement has changed, with customers now researching companies online through websites, blogs, reviews and social networks before contacting them. It provides information on using various social media platforms like Facebook, Twitter, LinkedIn and others for marketing. Specific tactics covered include using hashtags, alerts, social media monitoring tools and local networking both online and offline.
Analytics for Musicians - Presentation to Chamber Music America - December 2n...Marshall Sponder
This presentation covers the kind of data that can be collected and how it might be used to promote the local and online following of Classical and Jazz Musicians.
In particular, we take a tour of some of the more exotic enhancements in Google Analytics combined with Geo-Location that I have become found of lately.
The work in this course also draws on the work I do at Baruch College Zicklin School of Business, where I am a Lecturer Faculty - much of the work I present has been informed by students who helped to pull the data around certain of the slides.
Finally, the need to develop the assessments also draws upon the Rutgers University Social Media for the Arts.
This deck does a nice job of blending the thinking behind the teachings I've done in both places, and is a true synthesis.
The document discusses how social media is changing the landscape of public relations. It argues that social media drives authenticity by allowing brands to interact directly with customers, establishes brand familiarity through constant online presence and communication, and facilitates mass communication between companies and audiences without traditional intermediaries. It provides examples of how social media has helped and hurt brand reputations and gives cases of politicians and TV shows using social media for outreach. It concludes that social media will lead to new divisions, jobs and opportunities in the field of public relations.
This document discusses targeting younger audiences for Bose through social media. It proposes using Pinterest to showcase products, Twitter for real-time engagement, and Instagram for imagery to attract followers. It allocates $500,000 to the social media strategy, with $200,000 going towards developing profiles on Pinterest, Twitter and Instagram, and $300,000 to SEO and Google AdWords. The end goal is to make Bose the top brand digitally and outcompete others in the market.
1) Facebook is a popular social media marketing channel with over 4.8 million members in Ontario alone and a total of over 11 million Canadian users.
2) The document provides statistics on Facebook demographics and discusses pros and cons of Facebook marketing.
3) Examples are given of small businesses that found success using low-cost Facebook ads to target relevant audiences.
Atlanta Tribune Webinar Series - Facebook Marketing TNT w/ Ramon RayBrent Leary
Ramon Ray, small business technology evangelist and publisher of SmallBizTechnology.com, goes over his tips and tricks for using Facebook from a marketing perspective.
Tina Yip is a recent Boston University graduate seeking a career in marketing and strategy. She has relevant internship experience at advertising, entertainment, and social media companies. Her experience includes conducting research, creating content, and developing social media strategies to engage audiences.
Presented at the California Association for Local Economic Development (CALED) Annual Conference.
Summary: Curious how to use social media to achieve your economic development goals? Learn what tools are out there, how to match your goals up with the social media vehicle that makes sense for you, and get technical knowledge on set-up and maintenance of a social media strategies.
Speakers:
• Nancy Manchester, Economic Development Program Specialist, City of Santa Rosa
• Meaghan Mitchell, The Fillmore Community Benefit District, San Francisco
• Anatalio Ubalde, CEO, GIS Planning Inc. & ZoomProspector.com
• Barry Waite, Business & Employment Development Manager, City of Carson
You can add the economic development Facebook app at http://www.Facebook.com/ZoomProspector
Facebook was founded in 2004 to help users find and reconnect with old friends by making it easy to post, share, and comment on profiles. The digital strategy proposes a $30 million "Old Friends" campaign using YouTube, social media, search engines and mobile advertisements to increase awareness by 1% and add 200,000 new users by rekindling old friendships. The targeted audiences are primary Facebook users and their secondary social circles.
B2B Social marketing doesn't have to be boring: 15 campaigns that nail itBrafton
The document discusses 15 successful B2B social media campaigns that engage audiences. It provides details on the social networks used, number of followers, and what makes each campaign effective. The campaigns profiled utilize Twitter, YouTube, Facebook, Google+, Pinterest, LinkedIn and create relevant, visual content that builds communities and appeals to audience interests. The takeaways emphasize being funny, visual, consistent, timely and knowing the target audience.
Digital Marketing Strategy: Skills for Thriving as the New World Continued to...Bob Johnson, Ph.D.
Explore a range of expert opinions about the most likely changes in marketing communications in the near term (the next year or two), take an in-depth look at online advertising for brand strength and lead generation and conversion, and speculate about what’s likely to happen in the next five years. Our goal: Understand how the major issues at play will continue to unfold, the best resources to use to stay ahead (or at least abreast) of the digital revolution, and the most important steps to take now to craft an effective marketing strategy for the future.
The document discusses social media and its importance for small businesses. It defines social media as the democratization of information that allows people to publish content and have conversations. It discusses how social media allows two-way communication between businesses and customers. It also provides an overview of key social media networks like Facebook, LinkedIn, and Twitter and how businesses can use them strategically to engage customers and build their brand.
Using Facebook for businesses is on the rise among B2B businesses. Here's a quick guide of how using Facebook can improve your presence and works best for B2B marketers.
To know more visit https://www.spintadigital.com/blog/facebook-benefits-b2b-marketing/
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STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
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8. AUDIENCE PERSONA
Robert C. , 45
Somerville, MA
Management Analyst, Liberty Mutual Boston
B.A. in Finance from Boston College
Married with two children
Likes & Dislikes
10. THE BIG IDEA
Share User
Content
User
Interactivity/
Engagement
Social Media
Contest
Editor's Notes
-The Boston Red Sox Digital Strategy
-The Red Sox are a professional baseball team located in Boston, Massachusetts.
-They were formed in 1901, allowing the team to establish themselves as a prominent brand over the years.
-Fenway Park, which they have called home since 1911, is the oldest baseball stadium in America.
-Throughout their 117-year existence, the Red Sox have used advertising to bring people to their games.
Advertising became especially important during their 86-year dry spell, also known as the Curse of the Bambino.
They mostly used advertising to sell tickets to their games, however a lot of their advertising was also in partnership with sponsors, which is something that has not changed.
-Before television took off, they used print ads to announce games, as well as post-game statistics.
They currently use all forms of advertising to reach their audience, including digital media
-The Red Sox actively use 6 social media platforms as a form of communication to their fan base.
-Facebook: With over 5 million followers, Facebook is the Red Sox’ most popular and frequently used form of social media platform. Facebook is the most versatile platform, especially for building a brand’s online presence, and the Red Sox have taken advantage of this fact. They post multiple times throughout the day: game recaps, final scores, partner/sponsor deals, game day line ups, as well as other events that have going on, for example community events hosted at Fenway Park.
-Twitter: Twitter is another important platform of the Red Sox’ digital strategy as they have a following of 2.08 million users. Twitter is great to send out short pieces of information, as Twitter has a limit of 140 characters. They post a lot more videos and game recaps, as well as retweet tweets they have been mentioned in.
-Instagram: Instagram is a platform that is still rising in popularity and the Red Sox boast 1.5 million followers. However, Instagram does not offer the same opportunities as Twitter and Instagram to get information out to followers, so the Red Sox use their Instagram account to post beautiful photos that their users can enjoy. They post a lot about players, photos of the ballpark, fans, etc.
-YouTube: The Red Sox don’t utilize YouTube to its fullest potential. They only have 17,000 subscribers, which seems so few for a brand so well established. They post videos, but not as often as they could be, as there is a lot a really great content the Red Sox could be publishing on YouTube.
-Google+: While the Red Sox have a Google+ page, they have not updated it in 2 years. Google+ never took off in popularity in the way that other platforms did, so it makes sense why the Red Sox would not want to put time into a platform that is dying.
-Pinterest: Just like with Google+, the Red Sox have a Pinterest account, but that account is fairly inactive. With 11,000 followers, their Pinterest account is the least popular.
-IMPROVEMENTS:
Interactivity: The Red Sox do not much put much effort into interacting with their audience on their social media pages.
Let go of the platforms that are not being updated – Google+ and Pinterest and focus all energy on the accounts that are doing well and have a larger number of followers.
The website of the Boston Red Sox is designed be to be simple and easy to use.
All information is very easy to find
The website is designed with the team’s colors, red and blue so keep the branding consistent
It is also the source of all the information regarding the Boston Red Sox
Users can find information on:
Latest news and updates
Tickets
Community events and initiatives
Roster
Game stats/recaps
IMPROVEMENTS: Currently the homepage is an overload of information all at once. They should try to declutter the homepage and space the information out more. They can have the most important information at the time, and users can scroll to see the rest.
Improve visibility of the search bar: The search bar is hidden at the top of the homepage and it is hard to spot, making the icon bigger or giving a label to the icon will make it easier for users to spot it and be able to use the search.
-Online advertising is a great way to reach their audience that may not be on social media.
-Display Ads: The Red Sox could use display advertising to market their team, but because they have such an immense social media following, it is not a necessity. If they decide to add display advertising to their digital strategy, they can utilize them to sell tickets, or advertise community events. For example, if the Red Sox’ goal is to sell more tickets, they could place display ads on re-sale ticket sites like Stub hub or Ticketmaster to encourage users to buy directly from the Red Sox rather than re-sale sites. The one downside to using this form is that people have become blind to display ads, not even noticing them on a page because they are on so many pages that people have learned to ignore them completely.
-Search Engine: Having specific keywords is important to a successful search engine marketing strategy. However, because the Red Sox are such a unique brand, their keywords are just as unique. Simply searching the phrase, “Boston red sox” on any engine will bring up the Red Sox’ website, Twitter page, as well as other statistics about the team.
-Social Media: As mentioned before, the Red Sox have a strong social media presence and have become well established across multiple social media platforms like Facebook, Twitter and Instagram.
-There are two main audiences that the Red Sox are targeting
-The (greater) Boston community and
-Fans of the Red Sox as well as general
-While the Boston Red Sox are already an established brand, using inbound marketing techniques can be helpful on reaching their audiences further and expanding their online presence.
Audience Persona: This will be gone over in more detail in the next slide, but audience personas are very helpful in gaining insight into the audience and learning how to appeal to their interests and how to attract them to the brand. Taking seriously the process of creating audience personas can help the Red Sox can important insights into their audience and how to effectively appeal to them.
-Content Offers: Content offers are a great way to entice users to learn more about a brand or to even complete a purchase – whatever the purpose is.
-One example of a content offer the Red Sox could partake in is:
-An all access virtual tour of Fenway Park, where users can interact and learn more about the park, its history, and learn about the team and game day behind the scenes. Users would be interested in this before few people have access to any other parts of the park other than the seating areas and concourse. The opportunity to see the field, the locker rooms, or even corporate boxes would be enough to entice users to sign up for the opportunity.
-Blog: As for the blog, the Red Sox do not currently have one. The closest thing that they have to a blog is a news reel on their website. However, it is not necessary for the Red Sox to have a blog in order to be successful in their digital strategy. Their brand relies more on their news reel as well as game recaps rather than blog posts rather than to connect and engage their audience.
-Email Marketing: One inbound marketing technique that the Red Sox actively use is email marketing. They send out newsletters often, letting their audience know about offers, deals, game recaps, etc. Emails are a great way to measure metrics and the success of a campaign on the brand.
-As mentioned in the previous slide, audience personas are an important component to the successful execution of a digital strategy as the give key insights to the brand’s target audience.
-In this case we are taking about people who are Boston community members and/or are fans of the team.
In this case, they are both.
-Name: Robert “Rob” C.
-Age: 45
-Gender: Male
-Hometown: Somerville, Massachusetts
-Job: Management Analyst at Liberty Mutual in Boston,
-He takes the T into the city every day’
-Makes $92,000 a year
-Alma Mater: Boston College
-Has a bachelor’s in finance with a co-concentration in business analytics
-He partied all throughout college, but somehow maintained a 4.0 GPA
-Marital Status: Married with 2 children
-Has a wife named Monica – they have been married for 20 years
-A 16-year old daughter named Abigail and
-A 14-year old son named Christopher
-Likes: Football and baseball – he played all 4 years of high school
-The Red Sox – has been a life-long fan; even when they were cursed
-Being on time to everything
-Enjoying a good bear with his coworkers after work
-Eating healthy and staying fit
-Dislikes: when his coworkers don’t meet their deadlines
-His children when they sneak out at night
-The Yankees – a life-long hatred
-The experience of using the Red Sox website on a mobile phone is similar, if not the same as using the site on a laptop/large screen.
-It has a responsive design, so the site scales down as the screen gets smaller.
-All the text on the mobile version is just as easy to read and understand, even on a smaller screen where it needs to be scaled down, so all the information can fit.
-IMPROVEMENTS: One suggestion that could be made is that the Red Sox could develop an app with the specific purpose on browsing on a mobile device. Some people like having apps that they can go to and get the information they are looking for rather than searching for it on the internet.
-Currently, there is an app for the MLB, which include all major league teams, bit if the Red Sox want to stand out, developing a mobile app is great way to do that as well as pique the interest among app users.
-One of the best ways to improve the Red Sox digital strategy is to Integrate their audience into their strategy.
-They can start sharing user generated content on their pages
-This will make the audience feel more connected to the Red Sox and improve their visibility on social media
-Share this content on Facebook or retweet on Twitter
-The Red Sox could also develop social media contests, to engage their audiences and attract them to these social media platforms
-This can help a lot with creating new fans of the Red Sox, as well as grow their fan base and generate more interactivity on social media.