A Social Media Strategy Project from UF's Social Media Management class

1. SOCIAL MEDIA STRATEGY: ORLANDO MAGIC
OCTOBER 2, 2016
BY: ASHLEY MILCHMAN

2. TABLE OF CONTENTS
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona
• Strategies & Tools
• Timing & Key Dates
• Social Media Roles
• Social Media Policies
• Critical Response Plan
• Measurement
• Reporting Results

3. EXECUTIVE SUMMARY
• As the 2016-2017 season draws near, the organization will strive to continue
growth on all social media platforms while staying engaged and connected with
the fans and local community
• The primary focus will be to increase the ratio of follower count to post
engagement (increasing the number of likes/comments per post)
• To achieve this goal we will:
• Mold content to post certain post types and share similar content to what our current top
performing posts are.

4. SOCIAL MEDIA AUDIT: SOCIAL MEDIA ASSESSMENT
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook https://www.facebook.com/OrlandoMagic 2,762,612 ~10 posts/week 7.20%
Twitter https://www.twitter.com/OrlandoMagic 1.39 million ~20 posts/week 7.60%
Instagram https://www.instagram.com/orlandomagic 495k ~10 posts/week 10.10%
LinkedIn https://www.linkedin.com/company/orlando-magic 8,386 1-2 posts/week 3.50%
Social Media Assessment:
Facebook continues to be the dominant form of social media, coming in at double the follower count of
Twitter. This is due to the different types of content that can be shared on Facebook. LinkedIn comes in
at the bottom with a very small level of interaction, and a weak engagement rate.

5. SOCIAL MEDIA AUDIT: WEBSITE TRAFFIC SOURCES
Source Volume % of Overall Traffic Conversion Rate
Facebook 100,000 unique visits 25% 10%
Twitter 50,000 unique visits 10% 8%
Instagram 25,000 unique visits 25% 10%
LinkedIn 100 unique visits 5% 3%
Web Traffic Sources Summary:
Facebook and Instagram are drawing the highest number of traffic. The most popular posts
on those media are highlight videos and replays, things that would not work on Twitter due
to the real-time nature of Twitter. However, by linking content across all platforms, traffic can
be easily increased.

6. SOCIAL MEDIA AUDIT: DEMOGRAPHICS ASSESSMENT
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need Secondary Need
17 & under (10%) 60% male Facebook Instagram
player engagement
and win/loss count n/a
18-34 (40%) 70% male Twitter Facebook
in-game updates
and statistics player engagement
35-54 (30%) 60% male Twitter Facebook
in-game updates
and statistics player engagement
55+ (20%) 51% male Facebook n/a
in-game updates
and win/loss count n/a
Demographics Assessment:
The majority of our audience falls under the 18-34 age demographic, overwhelmingly
amongst males. This would make sense as it falls with the average demographic of the team
itself. Facebook would be the most dominant media amongst all of the demographics, by
having audience members of all age utilizing from the simplest to most complex of
Facebook features.

7. SOCIAL MEDIA AUDIT: COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
Los Angeles Lakers
Facebook: Los Angeles
Lakers
Largest Facebook following in
league weak engagement rate
Miami Heat Twitter: @MiamiHEAT Double the twitter following weak follower to like ratio
Chicago Bulls
Facebook: Chicago Bulls &
Twitter: @ChicagoBulls
Almost 5 times the total
followers
Facebook: very weak follower
to like ratio
Competitor Assessment:
After reviewing the information of the most successful NBA teams on social media, above are
the findings. While the Lakers clock in with the largest Facebook following in the league,
there is a very weak engagement rate between the followers and each post, in addition to
comments or engagement from the team itself. The Heat and the Bulls share similar flaws, but
do continue to grow in the top of the field for follower count.

8. SOCIAL MEDIA OBJECTIVES
• As previously stated, overall goals is to increase the engagement with fans and
the brand through increased followings and responsiveness.
• Social Media Objectives to Achieve this goal include:
• Increase Facebook likes by 20% before the start of regular season
• Increase Twitter following by 10% during preseason games

9. SOCIAL MEDIA OBJECTIVES (CONTINUED)
• KPIs:
Quantitative Qualitative
# of Facebook likes between
preseason and regular season
A consistent mix of video and photo
content
# of Twitter followers between the
beginning and end of preseason
Utilize Facebook live after practices
and events
Ratio of followers to likes (Facebook) More player interview videos posted
Ratio of followers to favorites (Twitter) Focus on highlights, replays and
player content
Percent increase of followers
(Facebook)
(Percent increase of followers (Twitter)

10. SOCIAL MEDIA OBJECTIVES: CONTINUED
• Key Supporting Messages
• A new coach brings a promise for a fresh start and a new year
• Fans to rally behind our new coach, showing him the pride we have for our city and
team

11. ONLINE BRAND PERSONA
• Adjectives That Describe our Brand:

12. STRATEGIES & TOOLS
PAID OWNED EARNED
Boos content with sponsored
content on game days
Continue to use the
#PureMagic hashtag to keep
users both old and new
engaged
Track the number of hashtag
uses
Sponsored posts and ads
including links to live streams
or updates
Utilize and engage with the
Stuff mascot twitter profiles for
fun and spontaneous content
Engage with audience
members checking in to the
game/arena on social media
Strategies to Support Social Media Objectives:

13. STRATEGIES & TOOLS (CONTINUED)
• Tools:
• Hootsuite
• Sprout Social
• Existing Subscriptions/Licenses:
• Adobe Creative
• Ticketmaster

14. KEY DATES AND TIMING
KEY DATES LEAD TIMES
October 3rd: Start of Preseason Tip Offs commonly at 6, 7, or 8 p.m.
October 20th: End of Preseason Hour before tip offs would be 5, 6, or 7 p.m.
October 26th: Start of Regular S 10 a.m. on game days (to be available to help
anyone reaching out to us through social)

15. SOCIAL MEDIA ROLES
• Digital Content Manager: Josh Cohen
• Digital Content Specialist: Geoff Forbes
• Digital Content Coordinator: Adly Santiago

16. SOCIAL MEDIA POLICY
• We use social media as a way to not only promote the activities and occurrences of
our team and league, but to engage with our loyal fan base and community members.
The follow guidelines are expected to be followed at all times:
• Do not share content with inappropriate, lewd or rude language
• Distinguish opinions as personal and not sponsored by the team or league
• Do not use inappropriate or fowl language directed to another team (directly or indirectly
stated)
• Try your best to answer each question asked, or refer them to the appropriate person to
answer their question
• Act as an employee first and a fan second

17. CRITICAL RESPONSE PLAN: SCENARIO 1
• IF any Orlando Magic account is hacked (content is posted from an outside
poster)
• Once detected, remove the content
• Notify Josh Cohen of instance.
• Confer with Adly Santiago to see if a follow up post needs to happen addressing the
issue
• Should follow up post be needed, have Josh Cohen compose and send
• If no follow up post is needed, notify players, coaches and staff of the incident in case
they are questioned by media.

18. CRITICAL RESPONSE PLAN: SCENARIO 2
• Should the organization be notified of ticket scammers, ticket sale fraud,
complaints from customers over scalpers:
• Notify arena staff of issue
• Contact Ticketmaster to ensure the fraud did not occur on their end
• Tighten venue security to make sure tickets are only sold by credentialed employee
• Should ticket scams effect a large body of consumers:
• Confer with Digital Media team to see if a response is needed
• Remind fans of our official ticket policy and remind them to stay safe and buy smart

19. MEASUREMENTS
• Between the start and completion of preseason play the following occurred:
• Twitter following increased from an on-average 8% conversion rate to the 10%
conversion rate desired (A 2,000 follower increase)
• Facebook traffic increased from 100,000 unique visits to 105,000 unique visits (A 4,000
page like increase)
• In addition, the Instagram follower count continued to rise over the course of
preseason, as well as the ratio between followers and average likes on each photo.
Instagram video views also increased dramatically with the new followers.

20. REPORTING RESULTS
• By continuing to use the #PureMagic hashtag, we can not only continue to
engage with our active audience, but engage with new followers and fans.
• By encouraging our new coach to use the hashtag and follow our social media policies,
his own Twitter account saw a steady increase in followers.
• In the future:
• We will continue to use the hashtag, in addition to sharing and engaging with fan content as
our 2016-2017 season progresses.