Strategy Techniques for the New York Giants

1. New York Giants
Social Media Strategy
By: Ashley Bowen Pringle

2. Table of Contents
 1. Executive Summary
 2. Social Media Audit
 3.
 4.

3. Executive Summary
The goal of our multiple social media outlets in 2016 is to promote our
football team and to keep fans of our team in the loop with everything
related to the organization.

4. Social Media Audit
Social Media Assessment
Date: Data From August 2015-
February 2016
Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
https://www.facebook.co
m/newyorkgiants/likes
3,874,731
30 posts per week 1.20%
Twitter
http://www.twitter.com/gi
ants
974,000
14 posts per week 0.51%
Instagram
http://www.instagram.co
m/nygiants
1,000,000
about 13 posts per
week 1.63%
Giants' App
http://www.giants.com/f
an-zone/Mobile-
App.html
Majority of the team's interactions are on Instagram followed by Facebook for social
media platforms. The least amount was Twitter, but the Team has its own app with a
5 star rating of 438 reviews

5. Social Media Audit
Website Traffic Sources Assessment Date:
Source Volume % of Overall Traffic Conversion Rate
Facebook no data No data No data
Twitter No data No data No data
Instagram No data No data No data

6. Social Media Audit
Audience Demographics Assessment Date:
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need
Secondary
Need
18-30 55% Female Instagram Facebook
Being able to keep
up with what is
going on with the
team and the
players.
To engage
with the
players
31-40 45% Male Facebook Instagram
41-55 25% Facebook
56-80 5% N/A
Majority of the fans who are on the social media sites are in the 18-30 age group,
followed closely by 31-40 and 44-55. Facebook has the most people out of our social
media platforms but Instagram has the most interaction.

7. Social Media Audit
Competitor Assessment: Date:
Competitor Name Social Media Profile Strengths Weaknesses
New York Jets
http://www.newyorkjet
s.com/
New England
Patriots
http://www.patriots.co
m/

8. Social Media Objectives
 To promote fans and prospect fans to visit
the website and to buy their merchandise.
 Drive traffic towards the buying section
 To feel connected to the organization
which includes players, coaches etc.
 Player Live tweets and Hashtags
 Coach skype calls
 Vintage Player jersey giveaways with
autographs

9. Social Media Objectives
KPI’s
 More Twitter unique visitors
 More Twitter Traffic
 Number of Instagram followers
 Number of weekly posts on
Twitter
Key Message
 Come Hang out with the
Coaches and Players
 Show your loyal spirit to the
Giants

10. Online Brand Persona and Voice
Adjectives that describe our
brand
 Loyal
 Energetic
 Hype
 Fun
 Charismatic
Examples of Brand Voice in
Social Media Interactions
 Ticket Giveaways
 Fans posting pictures during
games
 “Player hacks social media
pages”

11. Strategies and Tools
Strategies
 Paid: Every Sunday boost most
popular organic Twitter posts for the
weekend. The post must have a
minimum organic reach of 200, as
well as a minimum of 50 likes or 3
comments.
 Owned : Use more hashtags catered
to the team like #Giantsfansunday,
 Earned : Monitor the use of the
Giants name on Twitter and also
players on the team that are popular
Tools
 Hootsuite

12. Timing and Key Dates
 Internal Events :
 Trade Deadlines
 Draft Day
 Reporting:
 Draft Day
 Start of season
 Media Days after games
 Key Dates:
 Super bowl Sunday
 Pro Bowl Sunday
 Pre Season Games

13. Social Media Roles and
Responsibilities
Pat Hanlon
Senior Vice President of
Communications
DeAndre Phillips
Director,
Communications
Corry Rush Director, Public Relations
Frank Mara
Vice President of
Community Relations
Allison Stangeby
Vice President of
Community &
Corporate Relations
Jennifer Conley
Director Community &
Youth Relations
Joann Lamneck
Community & Alumni
Relations Manager
Alyssa Agrifolio
Community & Fan
Relations Manager

14. Social Media Policy
 Prohibited Uses Generally
 Without limiting the foregoing, you agree not to transmit, distribute, post, communicate or store
 information or other material on, to or through the Services that:
 (a) is copyrighted, unless you are the copyright owner or valid licensee to such materials and you have
the right to grant us the rights and licenses set forth in Section 13 of this Agreement;
 (b) reveals trade secrets, unless you own them, or you are the valid licensee to such materials and you
have the right to grant us the rights and licenses set forth in Section 13 of this Agreement;
 (c) infringes on any other intellectual property rights of others or on the privacy or publicity rights of others;
 (d) is unlawful, obscene, indecent, sexually explicit, threatening, harmful, defamatory, threatening,
harassing, abusive, hateful, slanderous or embarrassing to any other person or entity or refers negatively
to people or groups on the basis of their race, ethnicity, religion, sexual orientation, gender, or similar
characteristics;
 (e) contains false statements or misrepresentations that could damage you, us or a third party
 Don’t use slang or discriminate words on posts

15. Critical Response Plan
 Scenario: Player gets arrested for Murder
 Action:
 1. Address the fans about the arrest
 2. Speak to the marketing team about how to
resolve the issue for the organizations
 3. If fans want to return the jerseys or get money
compensation from what they bought for the player
 Pre Approved messaging: None