red sox social media strategy
TRANSCRIPT
BOSTON RED SOXSOCIAL MEDIA STRATEGYLINDSEY SPATOLAOCTOBER 2, 2016
TABLE OF CONTENTS
1. Executive Summary 2. Social Media Audit
a. Social Media Assessment b. Traffic Sources Assessment, 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
EXECUTIVE SUMMARY
The primary focus will be to increase the fan engagement and to create better and more creative content for the fan base.
Two major social strategies will support this objective: 1. Plan to find more content for fans 2. Encourage conversation between fans and organizations
SOCIAL MEDIA AUDIT
Social Media Assessment 10/2/2016
Assessment Summary: The highest number of interaction come from Instagram and Twitter, while the lowest are
coming from Google + and Pinterest. Should consider shutting down Pinterest account
Social Network URL Follower CountAverage Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/RedSox 1.42M <35 post a day0.35 per 1,000 followers
Instagram https://www.instagram.com/redsox/ 902K
about 5-7 posts a day
30 per 1,000 followers
Facebookhttps://www.facebook.com/RedSox/ 5.2M about 10 posts a day 2 per 1,000 followers
Google +https://plus.google.com/+redsox?prsrc=5 421,2261 post a day
Pinteresthttps://www.pinterest.com/bostonredsox/ 10.7k
haven't posted since March
Tumblr http://redsox.tumblr.com/ a one every couple days
SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment
Assessment Summary: Twitter receives the most visits, while the engagement rate is the highest on Instagram
Source Volume
% of Overall Traffic
Twitter 2000 unique visits 30%
Facebook 500 unique visits 10%
Instagram 1500 unique visits 25%
SOCIAL MEDIA AUDIT
Audience Demographics Assessment
Assessment Summary: The 18-25 age group are heavily into Instagram, while the 41-80 look more to Facebook.
Twitter has a very varying age because everyone is looking for information on the games.
Age Distribution Gender Distribution Primary Social Network
Secondary Social Network Primary Need
Secondary Need
18-25 65% Male 55% Twitter 40% Instagram Looking to Twitter for
Looking for unique content
25-40 35% Female 35% Instagram 20% Facebook gameday information 41-60 10% Facebook 15% Instgram 61-80
SOCIAL MEDIA AUDIT
Competitor Assessment:
Assessment Summary: The Chicago Cubs and the New York Yankees do a very good job of spotlighting their off the
field activities, including charity efforts. While the Red Sox could improve some on that, they are also doing better in some areas. The cubs could improve their unique views from game day rather than just having action shots.
Competitor Name Social Media Profile Strengths Weaknesses
Chicago Cubs Instgram: cubsspotlighting their charity efforts
no unique gameday views
New York Yankees Twitter: Yankees
highlighting off the field activities
more game day coverage
SOCIAL MEDIA OBJECTIVES
The primary focus will be to create more engagement and conversation with the fanbase and to create more unique content than competitor.
Some specific objectives: Increase engagement on Instagram and Twitter by 20% in 5 months via: Increase followers on Twitter by 1000 in 5 months
Key Supporting Messages: #WinDanceRepeat Made in October
ONLINE BRAND PERSONA AND VOICE
Adjectives That Describe Our Brand: Historic Fun Passionate
Examples of Brand Voice in Social Media Interactions: Unique Informational Engaging
STRATEGIES AND TOOLS
Paid: Every winning game day boost the most popular Instagram and Twitter post to bring attention to the win.
Owned: Keep using #WinDanceRepeat when the organization has won. It is unique to the team and the more use the more it will build the
brand Encourage fans to use it when posting their own photos and tweets to help engage them
Earned: Monitor Twitter and mentions for content to retweet or engage with Interact with other organizations to create "viral content"
Tools Buffer Adobe
TIMING AND KEY DATES
Game days during the season Game days during spring training Heavy on postseason games Holiday
Should be putting out graphic or picture for every major holiday
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Marketing Director: Colin Burch Responsibilities:
Oversees marketing for the entire organization Director of Media Relations: Kevin Gregg
Responsibilities: Handles media relations for entire organization
Social Media Coordinator: Kelsey Doherty Responsibilities:
Handles the day-to-day social media management for the Boston Red Sox
SOCIAL MEDIA POLICY
Social media is an extremely big part of the organization. It provides information and images to fans when the fans can't be there. As an extension of the Red Sox Organizations you are expected to represent the team and the organization well. The Red Sox are one of the most well-known organizations in baseball, and because of this we are serious about the use of social media. Be respectful and polite. Be respectful and tasteful Be polite, not insensitive If questioning a post, ask for help Don't degrade the competition
CRITICAL RESPONSE PLAN
Scenario One, Issue with player Action Steps
Manager/Kevin (Media Relations) alerts Colin (Marketing Director)
Colin gets with Kelsey (Social Media) to survey the issues on SM
If media already knows Kevin handles all Media Kelsey continue to monitor social, put out
statement when one is put together Pre-approved Messaging
No pre-approved, tweet to made from Kelsey when situation comes Contact Information:
Owner NameMarketing Director Colin BurchDirector of Media Relations Kevin GreggDirector Corporate Communications Zineb CurranSocial Media Coordinator Kelsey Doherty
Scenario Two, Inappropriate Tweet Action Steps
Once found, Screenshot, then delete tweet See if the media has found out, if so Kevin
will handle media Kelsey to come up with a tweet from release,
Colin to approve Pre-approved Messaging
No pre-approved, tweet to made from Kelsey when situation comes
MEASUREMENT AND REPORTING RESULTSSocial Network URL Follower Count
Average Weekly Activity
Average Engagement Rate
https://twitter.com/RedSox 1.42M <35 post a day
0.35 per 1,000 followers
https://www.instagram.com/redsox/ 902K
about 5-7 posts a day
30 per 1,000 followers
https://www.facebook.com/RedSox/ 5.2M
about 10 posts a day
2 per 1,000 followers
Source Volume % of Overall Traffic
Twitter2000 unique visits 30%
Facebook500 unique visits 10%
Instagram 1500 unique vists 25%
Social Network Data
Website Traffic Data
MEASUREMENT AND REPORTING RESULTS
Results Assessment: Consider closing Pinterest account, nothing has been posted since March and it is not
helping to build the brand. Twitter and Instagram are by far the most popular and engaging, with fan engagement coming more from Instagram. Facebook is less popular, but still very much used with the older demographic.
Continue the use of the #WinDanceRepeat hashtag, it is creating great engagement with the fans and is helping to build the brand