social media prjoect

1. MIAMI
DOLPHINS
SOCIAL MEDIA STRATEGY
By: Jose Cadre

2. TABLE OF CONTENTS
1. Executive Summary, February 2016
2. Social Media Audit
-a. Social Media Assessment, February 2016
- b. Traffic Sources Assessment, May 2014 - October 2014
- c. Customer Demographics Assessment d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
In 2016 the main goal is to have fans engage and voice
their thoughts/opinions about their favorite team the Miami
Dolphins.
We want to encourage all kinds of conversation by
increasing content that we post to our social media
accounts.

4. SOCIAL MEDIA AUDIT
The following is an audit Miami Dolphins social media
presence to date. It includes an assessment of all social
networks, web traffic, audience demographics, and a
competitor analysis.
Social
Network
URL Follower
Count
Aver. Weekly
Activity
Aver.
Engagement
Rate
Twitter twitter.com/Mia
miDolphins
558 k 20 per week 10%
Instagram instagram.com/
miamidolphins
513 k 8 per week 12%
Facebook facebook.com/
MiamiDolphins
2 million 8 per week 8%
Linkedin Linkedin/miamid
olphins
3 k 2 per month 1%
Social Media Assesment:
As of February 2016

5. WEBSITE TRAFFFIC
SOURCES ASSESMENT
Sources Volume % of overall
traffic
Conversion
rate
Twitter 2000 unique
visits
15% 2.8%
Instagram 1500 unique
visits
10% 3.3%
Facebook 3000 unique
visits
30% 3.9%
Linkedin No data No data No data

6. AUDIENCE DEMOGRAPHICS
ASSESSMENT
Age
distributio
n
Gender
distributio
n
Pri. Social
network
Sec social
network
Primary
need
Secondar
y need
60% 18-30
40% 31-40
10% 41-55
10% 56-80
70% male
30%
female
70% male
30%
female
60%
facebook
30%
instagram
20% twitter
40%
instagram
25% twitter
25%
facebook
To stay up
to date
with new
information
To follow
players
and their
activities
outside of
football

7. COMPETITOR
ASSESSMENT
Competitor
name
Social
media
profile
Strength Weakness
officialdolphi
nsphotog
Instagram:
officialdolphi
nsphotog
Beautiful
pictures
Lack team
info
I am a Miami
Dolphins fan
FB:
IamaMiamiD
olphinsFan
Good page
interaction
Not frequent
posting
Miami
dolphins
buzz
Twittr:
Dolphinsbuz
ztap
Good
overall
team info
Lacking
pic/videos

8. SOCIAL MEDIA
OBJECTIVES
In 2016 of main goal will be to establish conversations and interactions
between fans and players. We want everybody to be engaged in our social
media profiles to create a more unique fan experience.

9. ONLINE BRAND
PERSONA AND VOICE
Adjectives that describe our brand:
-Fun
-outgoing
-engaging
-Bold
When interacting with customers we are:
-friendly
-interactive
-interesting

10. STRATEGIES AND TOOLS
• Monitor twitter for kew words or hash tags that relate to
our team.
• Introduce new hashtags to start trends and conversations
• Have giveaways for fans that follow our social media
pages.
Tools:
*Buffer
*Hootsuite
*Photoshop
*youtube

11. TIMING AND KEY DATES
March 9- NFL free agency begins
April 28-30- NFL draft
May 6-9- rookie mini camp
September 11- first regular season game
Social Media roles and responsibility
Marketing director: tracey Hicks
Social media manager: Jose Cadre
Social Media coordinator: Bob Phelps

12. SOCIAL MEDIA POLICY
Our policy is quite simple. We always provide a great service
and experience to our loyal Miami Dolphins fans. As
employess we are to demonstrate simple guidelines.
- Be respectful to all
- Have solutions to problems
- Be generous
- Be 100% helpful
- Be wanting to accomplish more

13. CRITICAL RESPONSE
PLAN
Scenario 1- distasteful tweet sent from one of our own.
1. Take screenshot
2. Delete tweet
3. Have a meeting about the tweet.
4. See what disciplinary action can be taken

14. MEASUREMENT AND
REPORTING
source volume % of overall
traffic
Conversion
rate
Twitter 3500 unique
visits
20% 1.2%
Facebook 5000 unique
visits
30% 2.3%
instagram 3300 visits 12% 1.3%
Web traffic source assesment

15. CONTINUED
Social network data
Social
network
url Follower
count
Avg
weekly
activity
Engageme
nt rate
twitter MiamiDolph
ins
600k 18 post a
week
7%
instagram /miamidolp
hins
550k 9 post/
week
8%
facebook MiamiDolph
ins
2.5 million 12 posts/
week
10%
linkedin Miamidolphi
ns
3500 k 3
posts/week
1%