1. 1. USWNT Digital Plan FIFA World Cup 2015 Alyssa Gentile, Cody Taduran, Victoria Oladipo Georgetown University Digital Media
2. 2. Agenda I. Objectives II. Target Audiences III. Chosen Platforms IV. Rationale V. Utilization VI. Evaluation & ROO
3. 3. Objectives Reach most energetic fans where theyre at Provide followers content they can share on share-friendly platforms Use shareability and larger audiences to grow the USWNT brand
4. 4. Target Audiences Savvy Millennials 18-29 Casual Adults 35-55
5. 5. Chosen Platforms Facebook & Twitter Mass audiences High shareability Soccer conversation hubs High engagement + Tumblr Activation Huge market presence Sponsored posts = high engagement Massive reach
6. 6. One Nation. One Team.
7. 7. Whats Been Done Nike home kit launch No Maybes campaign 1 Nation. 1 Team. 23 Stories video series
8. 8. Before -Drive eCommerce -Showcase player appearances -Hype Videos/stills -Merge/Integrate Twitter handles
9. 9. During -Push gifs & Vine goals on Twitter -World Cup Central -Get the men involved -Social correspondents
10. 10. After -Promote other facets of Womens soccer -Cover player appearances, celebrations -Circulate player posts -Stress organic content
11. 11. Return On Objectives -Evaluate Facebook & Twitter Metrics throughout -At least 6.0 engagement per fan -20% increase in USWNT followers -15% increase in reach -Average of 12,000 reblogs on Tumblr -Use increased metrics to drive revenue from sponsors
12. 12. Sources http://expandedramblings.com/index.php/tumblr-user-stats-fact/2/ http://www.adweek.com/socialtimes/nearly-half-of-facebook-users-are-soccer-fans/299303 http://www.slideshare.net/WishpondTechnologiesLtd/world-cup-on-social-media http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/ http://www.pewinternet.org/2015/01/09/frequency-of-social-media-use-2/ http://www.businessinsider.com/social-media-engagement-statistics-2013-12