Tampa bay buccaneers
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Tampa Bay Buccaneers
Table of Content
Executive Summary Social Media Audit Social Media Objective Online Brand Persona and Voice Strategies and tools Timing and Key Dates Social Media Roles and Responsibilities Social Media Policy Critical Response Plan Measurement and reporting results
Our goal is to increase fan engagement on and off the field. We hope to make it easier for fans to stay updated with the entire team along with their favorite players. Once a buccaneer always a buccaneer.
Source Volume % of Overall Traffic Conversion Rate
Facebook 2,000 visits 10% 2.5
Twitter 3,500 new hashtag posts 29% 4.8
Instagram 1,500 tags 6% 1.8
Linkin 120 adds 3% 0.06
Competitor Name Social Media Profile Strengths Weaknesses
Atlanta Falcons https://www.facebook.com/atlantafalcons
Posts a lot of videos of the team such as interviews and also post articles that the team was mentioned in
Low engagement with fans and does not post frequently
Carolina Panthers https://www.facebook.com/CarolinaPantherspost featured interviews and also post team that they are playing that week
Does not post other things besides articles and (vs.) pictures
Oakland Raiders https://www.facebook.com/RaidersPost highlights of past games and puts up up-coming schedule Does not participate in fan involvement
Social Media Strategies and tools
Twitter: Respond to questions the same day or within the hour. Thank followers for following.
Facebook: Post feature articles, keep everything short, try to add Facebook ads
Images: Post eye catching photos in order to SEO optimize. Content: Provide content that will make them want to click. Build community: Trying to put some personality and
humor into your brand with your posts.
Timing and Key Dates
Social Media Team Structure
Digital Designer: Help produce visual assets and creative concepts.
Social analyst: Helps with social insights, reporting or analytics Community Manager: This person will encourage
conversations and engagement, growth in the community and manage social presence, create engaging content
Social Media Manager: Create and Manage the social media strategies and ensure the smooth-running of social media externally and internally.
Social Media Policy
Employees are allowed to associate themselves with the company when posting but they must clearly brand their online posts as personal and purely their own. The company should not be held liable for any repercussions the employees content may generate.
Content pertaining to sensitive company information should not be shared to the outside online community. Divulging information like the companys design plans, internal operations and legal matters are prohibited.
Proper copyright and reference laws should be observed by employees when posting online
Action Plan: Customer support team member in charge of addressing the
issue Have marketing director manage all contact if the tweet is
picked up by the media Have the Social Media Manager continue to monitor the
Critical Response Plan
Measurement and Reporting Results