Social Media Strategy

Table of Contents1. Executive Summary

2. Social Media Audit

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilites

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

Executive Summary

Our main objectives for the social media planning of 2015 is to increase the fan base on social media as well as game

attendance.

Two major social strategies will support this objective:

1. Increase promotional advertisement and volume of content through social media outlets and technological

advancements.

2. Promote the in game fan experience as well as the Miami area that Sun Life is placed with an emphasis on

loyalty and comradery as Miami/Florida natives (bring back the old fans).

Social Media AuditData as of February 20, 2016

Social Network URL Follower Count Average Activity (Weekly)

Instagram Instagram.com/MiamiDolphins

509k 15 posts

Facebook Facebook.com/MiamiDolphins

2.1m 5 posts

Twitter Twitter.com/MiamiDolphins

555.9k 20 posts

Competitors Social Media Profile Strength Weakness

Jacksonville Jaguars http://www.jaguars.com/ Social site accessibility

Clutter/ Too much information on home page

Tampa Bay Buccaneers

http://www.buccaneers.com/

Social site accessibility

None/Great design

Social Media Audit Cont’dData as of February 20, 2016

• The highest fan interaction occurs on Instagram. This could be due to the fact that you can instantly like a picture and move on. The pictures usually tell a story or provide information in a short and quick manner unlike tweets or Facebook posts.

• In addition, there is a large demographic of Miami Dolphin fans.

• The older fans are more likely to use Facebook, the Middle aged to younger fans are more likely to use Twitter and the younger fans are more likely to use Instagram. Knowing this information could greatly influence the way in which social media strategies are implemented. It will also influence the type of information and how often information is released on each platform. Another fact to consider is the amount of male fans that visit these sites, although we do not want to isolate our female fans, we must ensure that the majority is satisfied while trying to maintain the minority fans as well.

Overall Business Goals:Increase and improve fan interaction and connectedness with the Miami

Dolphin social media brand.

Social Media Objectives to Support Business Goals:• Increase weekly social media activity by 25%• Increase weekly website traffic by 25%• Utilize promotional offers to both improve social media fan

demographics as well as getting fans to stay engaged throughout the season, off-season and post-season.

Online Brand Persona and Voice

Adjectives that Describe Brand• Engaging• Outspoken• Entertaining• Traditional• Optimistic

Examples of Brand Voice in Social Media Interactions:• Engaging• Family-Oriented• Fun loving

Strategies to Will Support Our Social Media ObjectivesPaid:Most retweeted, shared, and like social media posts are shared via Jumbo Tron over the course of the games and are highlighted on the team social media sites weekly. This adds incentives to involve the Miami Dolphins in sports conversation more often.Owned:1 Create hashtag #FinUp that would represent the phrase “standup” to help with the fight against bullying. This will not only get younger high school and under children involved, it will get their parents Earned:1. Develop promotional prizes to distribute bi-weekly to the fans that generate the most social media traffic. This could mean visitation of Facebook, Instagram and Twitter. A point system can be developed to keep up with the traffic count. There can also be a sort of check-in incorporated into the sites to help track numbers. This will encourage fans to visit often and create s natural habit of checking on their favorite team, Miami Dolphins.

Tools: Instagram, Facebook, Twitter,

Strategies and Tools

Key Dates/ Events to Generate Attention:• New Years Day• St. Patrick’s Day• Black History Month• Latin Nights (Cinco De Mayo)• Halloween Night• UM (University of Miami) Homecoming

• NFL Draft Prospects(Get to Know)/ Behind the Scenes Countdown

Timing and Key Dates

Social Media Director: ( Marketing) Patrick ArthurOversee social media manager and social media coordinator. Contribute to social media strategy and make final decisions for club. Encourage innovation and creativity within the social media department.

Social Media Manager: Vince Pannozzo• Proactively monitor the team’s social media channels and with the goal of promoting fan and club interaction• Develop and implement new social media opportunities and strategies on new and advanced technological

and social platform.• Develop social media strategy for Miami Dolphin brand

Social Media Coordinator: Jon Cope

Social Media Roles and Responsibilities

Social media is an important aspect of building and improving our brand. In addition, social media is the key way in which our club interacts and gets to know the fan base. In the effort to maintain the

family atmosphere, it is important to continue to generate interest and build a positive family-oriented identity.

Key aspects of Policy:• Don’t provoke/instigate negative interaction

• Always uphold and understand the essence of community• Always promote positive interaction

• Encourage feedback

Social Media Policy

Scenario 1- Inappropriate Post Sent from Miami Dolphins on Facebook

Action Plan Steps to Recovery:

1. Screenshot Post

2. Delete Post

3. Don’t bring unnecessary attention to the post

4. Contact Social Media manager and coordinator to learn the why and how’s

5. Serve appropriate consequence and preventative measures going forward

Scenario 2- Accidentally tweeting out false information pertaining to sport club

Action Plan Steps to Recovery:

6. Remove Post (ensure that information is incorrect)

7. Send out apology post along with the updated information

8. Coordinate with the Social Media manager and Coordinator to develop a

way to double check posted information

Critical Response Plan

Quantitative KPIs

Reporting Period: 4 months Data as of February 21, 2016

Measurement and ReportingSocial Network URL Follower Count Average

Activity (Weekly)

Engagement Rate

Instagram Instagram.com/MiamiDolphins

509k 15 posts 7.5%

Facebook Facebook.com/MiamiDolphins

2.1m 5 posts 5%

Twitter Twitter.com/MiamiDolphins

555.9k 20 posts 10%

Results Assessment: We estimate that there is a total engagement percentage of 22.5% through three social media platforms for our club. With about the social media strategy we plan to implement, the hopes is that these numbers improve greatly. Through promotional giveaways, increased list-serv contacts and increased fan/club interactions this 22.5% will rise up to 35% at the least. In addition, it is hopeful to believe that the follower count for all social media platforms to be increased as well by at least 10% over this 4 month span.