Project for PUR3622 *will be (Slide 3)

1. New York Knicks
Social Media Strategy
By: Kimberly Chin
10/2/16

2. 1. Executive Summary
2. Social Media Audit Social Media Objectives
3. include photos representing the demographics
4. Online Brand Persona and Voice
5. include screenshots of examples in addition to the
description
6. Strategies and Tools
7. Timing and Key Dates
8. Social Media Roles and Responsibilities
9. Social Media Policy
10. Critical Response Plan
11. Measurement and Reporting Results
Table of Contents

3. The major social media priority for 2017 will be
increasing engagement from our online community.
The main focus will sharing more engaging, relevant
content and building deeper relationships with fans.
Major social strategies that will support this objective:
Encourage conversations and discoverability of content.
Executive Summary

4. Social Media Assessment
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitte
r.com/nyknic
ks
1.53 million ~42 posts a
week
5%
Facebook https://www.
facebook.co
m/NYKnicks
6.1 million ~7-21 posts a
week
8%
Instagram https://www.
instagram.co
m/nyknicks/
1.3 million ~36 posts a
week
10%

5. Website Traffic Sources Assessment
Social Network Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 300 unique visits 20% 6%
Facebook 800 unique visits 40% 7.1%
Instagram 1000 unique
visits
57% 9.8%

6. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Primary Need Secondary
Need
• 80% 18-30
• 15% 31-40
• 5% 41-55
• 65% Male
• 35% Female
• 50%
Instagram
• 35%
Facebook
• 15% Twitter
Finding out
game results
and schedule
New
developments
such as
injuries

7. Competitor Assessment
Competitor
Name
Social Media
Profiles
Strengths Weaknesses
Brooklyn Nets • Twitter
• Facebook
• Instagram
• Distinct posts
• Lots of
graphics
• 15% Twitter
Does not make
use of user
generated
content

8. Assessments
 Presently, the highest number of interactions per
post occurs on Instagram. Twitter receives the least
amount of interactions.
 Instagram is the biggest driver of traffic to our
website
 Majority of users are in the 18 - 30 age group.
Facebook and Instagram are their main social
networks.

9. The primary focus of the social media strategy will be to encourage
more discussion on our social channels. In order to do so, our social
media priorities will be reaching out to followers on all platforms.
Some specific objectives include:
 Increase brand awareness through increased mentions on
Twitter by 60%
 Increase use of brand hashtags across all social platforms 50%
 Increase volume of user generated content by 40%
Social Media Objectives

10. Social Media Objectives
KPIs
 Number of unique visitors from
Twitter
 Number of Twitter followers
 Number of weekly photo and
video posts to Facebook and
Twitter
Key Messages
 We care about our fans
 We want our fans to comment
and share their opinions

11. ONLINE BRAND PERSONA AND
VOICE
Adjectives that Describe our
Brand
 Fun
 Fearless
When Interacting with Fans
we are
 Enthusiastic
 Friendly
 Proud

12. Paid:
 Every other Friday boost most popular organic Facebook posts for the
weekend.
Owned:
 Introduce the use of #BestFansInTheLeague to company tweets. Encourage
fans to create at least one piece of user-generated content per week to
repost. Promote hashtag across all social media platforms, email
newsletters and printed promotional material.
 When customers arrive for games mention the hashtag and encourage them
to use it if they plan on taking photos of during the game.
Earned:
 Monitor Twitter for keywords and terms: fans, NBA, basketball, Knicks, etc.
 Partner with 5 athletes and develop an influencer relationship. Create a
short promo of them saying why Knicks fans are the best. Content to be re-
posted to our social media channels.
Strategies

13. Approved Tools
 Hootsuite
 Tweetdeck
Rejected Tools
 N/A
Existing Subscriptions/Licenses
 Premier
 Photoshop
Tools

14. All National Holidays
Internal Dates
Oct. 25-April 12 (Season
Duration)
April 15- May 29 (Playoffs)
Timing and Key Dates

15. Marketing Director
Chris Jean
Social Media Manager
Stephanie Kwok
Social Media Coordinator
Charlie Widdoes
Social Media Roles and
Responsibilities

16. As an employee and representative of the New York
Knicks, you are expected to demonstrate a sense of
etiquette and good practice in your use of social media
by following these guidelines:
 Be respectful/ethical
 Assist fans when needed
 Ask for approval if post is questionable
 Use common sense
Social Media Policy

17. When an inappropriate post is detected:
1. Take screenshot (on Mac press: Command+Shift+ 3)
2. Delete Tweet
3. Alert Stephanie Kwok. If Stephanie is unavailable, alert Chris
Jean.
4. Stephanie will develop appropriate follow up post, Chris will
approve.
5. If media has picked up the Tweet, Chris will address all direct
contact.
6. Chris and Stephanie will meet with employee responsible for
the post to see if disciplinary action is required.
Critical Response Plan

18. Measurement and Reporting
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitte
r.com/nyknic
ks
1.56 million ~42 posts a
week
8.9%
Facebook https://www.
facebook.co
m/NYKnicks
6.3 million ~7-21 posts a
week
11.2%
Instagram https://www.
instagram.co
m/nyknicks/
1.45 million ~36 posts a
week
13.3%

19. Measurement and Reporting
Social Network Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 900 unique visits 45% 8%
Facebook 1000 unique
visits
58% 9.3%
Instagram 1250 unique
visits
69% 11%

20. #BestFansInTheLeague Hashtag Performance
 Between August 1, 2017 and May 15, 2018 the hashtag
was mentioned 19,823 times on Twitter and 67,051
times on Instagram.
 Our Twitter following has grown by 2100 in 4 months
 Average interactions per post have increased by 75%
 Increases visual content by 34% in 5 months on
Facebook and Instagram
 This content is received very well by our fans
Measurement and Reporting