Marvel’s Avengers

CREATED BY: GINA “MRS. CAPTAIN AMERICA” GONZALEZ

Social Media Strategy

Yes. This was approved.

Table of Contents1. EXECUTIVE SUMMARY………………………………………......32. SOCIAL MEDIA AUDIT………………………………………….....4 3. SOCIAL MEDIA OBJECTIVES…………………………….........74. ONLINE BRAND PERSONA AND VOICE…………………….85. STRATEGIES AND TOOLS…………………………………………106. TIMING AND KEY DATES………………………………………….117. SOCIAL MEDIA ROLES AND RESPONSIBILITIES……….128. SOCIAL MEDIA POLICY…………………………………………….139. CRITICAL RESPONSE PLAN……………………………………….1410. MEASUREMENT AND REPORTING RESULTS……………16

Executive SummaryMAJOR SOCIAL MEDIA GOAL FOR 2016 IS TO IMPROVE THE COMMUNICATION BETWEEN THE COMMUNITY AND THE HEROES ULTIMATELY IMPROVING THE TRUST BETWEEN BOTH GROUPS.

• This will be accomplished the following ways:• Have all team members follow the social

media policy for both team and personal pages

• Social media director, manager, and coordinator will over see and approve all social media posts

• They will also be responsible for official statements and press conference speeches

• The team’s continuous heroic action will be published in the best light for everyone to see the good being done for the citizens

Social Media Audit• Social Media Assessment

Social Network URL Follower Count Average Weekly Activity

Facebook https://www.facebook.com/avengers/?fref=ts

14,583,475 3.2 posts/wk

Twitter @Avengers 1.84 M 9.6 posts/wk

Instagram @AvengersUnite 71.4 K .98 posts/wk

Social Media Audit (Continued)

• Audience Demographic Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social

Network

Primary Need

< 10 82% M 18% F NA NA NA10-19 74% M 26% F Instagram Twitter Entertainment20-29 43% M 57% F Facebook Instagram Network30-39 49% M 51% F Linked In Facebook Business40-49 54% M 46% F Linked In Facebook Business50-59 59% M 41% F Facebook Linked In Network60+ 63% M 37% F Twitter Facebook Entertainment

Social Media Audit (Continued)• Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

Justice League https://www.facebook.com/JusticeLeague/?fref=ts

Believe in the team before the individual

Naïve about the good in human nature

The X-Men @X-Maniac Super human powers with unknown origin

Ignorant about the good in human nature

Watchmen @Watchmen Super powerful team of individuals

Divided in their beliefs of right and wrong

Social Media Objectives• Overall Goal:

• To brand the Avenger team as a community necessity that allows every citizen to feel safe during every day life knowing there is a powerful team of super human talent and skill looking out for the best interest of humanity.

• Social Media Objectives to support goal:• Increase followers on every social media account by 20% in 5 months• Increase weekly social media engagement by 10%• Have team members keep personal pages updated and active

• KPI’s• Overall number of followers• Followers lost vs. followers gained• Community support

Online Brand Voice and PersonaADJECTIVES THAT DESCRIBE

OUR TEAMWHEN INTERACTING WITH THE COMMUNITY WE ARE

• Fierce

• United

• Heroic

• Strong

• Willing

• Approachable

• Leaders

• Always willing to do what is right

Online Brand Voice and Persona (Continued)

Strategies and ToolsSTRATEGIES TOOLS

• Paid:• Post a sponsored tweet about the latest

Avenger achievement• Post a sponsored Instagram with the

team in action

• Owned: • Encourage the use of

#CaughtInAvengerAction so witnesses can provide free positive publicity when the team is doing their job

• Earned:• Create “Avenger for a Day” award for

young students nominated by their teachers and coaches for demonstrating exemplarily leadership skills

• Approved:• Hootsuite for automated updates• Multiple marketing team members• Photographers to perfectly capture the

best moments

• Rejected:• Strapped on GoPro

Timing and Key DatesIMPORTANT HOLIDAYS COMMUNITY EVENTS

• Independence Day / Captain America’s Birthday – July 4

• Avengers Anniversary – November 15

• Mother’s Day/Father’s Day• Honor your first team

• Avenger for a day – June 6

• Monthly Press Conferences • First of every month

• Professional Sport Cameos• Super Bowl• NBA Championship Game

Social Media Roles and Responsibilities• Social Media Director: Pepper Potts

• Responsible for final approval of• Campaigns• Budget • Strategies

• Social Media Manager: Nick Fury• Deals with day-to-day execution of

social media strategy

• Social Media Coordinator: Agent Maria Hill• Responsible for all social media pages• Must monitor each page’s engagement

Coordinator

Manager

Director

SOCIAL MEDIA IS OUR MAIN FORM OF COMMUNICATION WITH THE COMMUNITY AND ALLOWS EVERYBODY THE CHANCE TO HAVE DIRECT CONTACT WITH THE HEROES.

• Proper grammar is encouraged though not mandatory for all social media posts

• There shall be no foul language

• There are bound to be people who disagree with our opinions, do not instigate a fight/do not participate in a fight that was instigated

• Unsure if something is social media acceptable? Run it by our coordinator (Agent Hill)

Disclaimer: Heroes are held to a higher standard in everyday life and should continue to be held to such a standard in social media interaction. The following rules must be followed. Violations will be handled on a case by case basis.

Social Media Policy

Critical Response Plan• SECENARIO 1: Iron Man insults somebody’s intelligence

1. Determine what comment was made and to whom2. Offer a sincere apology from Iron Man and the rest of the team

• Make sure they understand one member’s opinion is not the opinion of the team

3. If comment was made online, delete immediately4. If media picked up on the inappropriate statement, Director Pepper Potts is

to handle all direct contact and official statements on Iron Man’s behalf5. Director is also to decide if disciplinary action is required

• Can include anger management classes, extra volunteer work, guest appearances at elementary schools

Critical Response Plan (Continued)

• SECENARIO 2: Hulk smashes through building or other structure1. Inspect the damage thoroughly2. Immediately notify the proper authorities to evacuate the building if

necessary and clear surrounding area3. Set up a press conference to allow Mr. Banner to apologize to the public

and inform them of his “generous donation” to help rebuild said structure4. Mr. Banner shall attend the grand reopening of said structure when it is

completely finished 5. Progress photos of the structure rebuild will be posted periodically on the

team’s official Twitter and Instagram pages

QUANTITATIVE KPI’SReporting Period: 3 Months

Data as of November 1, 2015

Measurement and Reporting

WEBSITE TRAFFIC SOURCES ASSESSMENTSource Volume % of overall traffic Conversion Rate

Facebook 7344 unique visits + 7% growth

39% 1.9

Twitter 5430 unique visits + 3.1% growth

29% .98

Instagram 5982 average likes + 5% growth

32% 1.2

Measurement and Reporting (Continued)

SOCIAL NETWORK DATA

Social Network

URL New Follower Count

Average Weekly Activity

Engagement Rate

Facebook https://www.facebook.com/avengers/?fref=ts

15,132,701 5.1 posts/wk 8%

Twitter @Avengers 2.01 M 10.4 posts/wk 6%

Instagram @AvengersUnite 79.8 K 1.12 posts/wk Average likes per post = 32,490

Measurement and Reporting (Continued)

• Overall Result Analysis: • We have increased the amount of followers and engagement on all social

media pages• The hashtag #CaughtInAvengerAction has turned into a fad/challenge with

people of all ages to get the best Instagram picture• Witnesses are going out of their way to catch the heroes in action and put it on their

personal social media pages• We will soon be implementing a weekly shoutout to the user with the best picture of the

week

• Future Plans of Action:• We are preparing to continue our social media activity and move to LinkedIn

• Our mission statement and strategy will be decided in the coming months• Keep your eyes peeled for the new hashtag we will be implementing -

#AvengeForMeAvengeForYou

Marvel’s Avengers Social Media StrategyCREATED BY GINA GONZALEZ