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

  • Executive Summary

    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

    Competitor Assessment

  • 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