Miami Dolphins

Social Media Strategy

By Jarrad Davis

Feb. 21, 2016

Table of Contents

� Executive Summary

� Social Media Audit

� Social Media Objectives

� 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 major social media priorities for 2016 will be growing our online following and engagement with our fan base.

The primary focus is to gain more fan interaction on our teams social channels whether it be player to fan or fan to fan.

Two major social strategies will support this objective: 1. A plan to increase the number of followers on our social media accounts2. Interact with fans more through retweeting, favoring, likes and contests.

Social Media AuditSocial Media Assessment Feb. 21, 2016

Social Media Assessment:The highest number of interactions is on Facebook as they have the most followers. Linkedin is not used by the Dolphins as this is a site for more business to business connections. The Dolphins should continue to increase their interactivity on Instagram and Twitter.

Social Media Audit cont.Website Traffic Source Assessment Feb. 21, 2016

Traffic Summary:These numbers are just estimates but due to the fact that Facebook has the most followers it promotes the most traffic to our website. Instagram is the lowest, but there are a lot of key interactions that happen through that site.

Social Media Audit cont.Audience Demographics AssessmentFeb. 21, 2016

Audience Demographic Summary:Due to the fact the Miami Dolphins team has so much history involved with them, the majority of the social media users who follow the team are heavy Facebook users. People check out our social media pages in order to check scores and schedules, and to sometimes view our features we have on our players.

Social Media Audit cont.Competitor Assessment Feb. 21, 2016

The Miami Dolphins two major competitors are the Jacksonville Jaguars and the Tampa Bay Buccaneers because each of these teams are located in the state of Florida. Each of these teams have similar social medial profiles to the Dolphins. The Jaguars and the Buccaneers do a good job at getting their fans involved whether it be through hashtag competitions or interesting content to keep the fans visiting their pages more often. Each of the competing are lacking in the area of followers, therefore they should make their pages more known during events and games.

Social Media Objectives

� In 2016, our social media strategy is to gain more fan interaction on our teams social channels. In order to do so, we will make our social media pages more fan friendly and by giving the fans more of what they want. We will be giving out fan rewards through retweets, favorites, and likes on their post to make sure they know they are being heard. To make things a little more interesting, we will also introduce fan contests with prizes that will make their game day experiences something that they will always remember.

31-40 years old

18-30 years old

Specific Objectives

� Increase followers on Instagram and Twitter by 20% in the next 6 months by:� Increased shared post through the team Facebook page� Increased use of brand hashtags

� Introduce at least 2 fan contest per month in the next coming months leading up to the season.

� Increase the number of retweets and favorites of fan posts.

41-55 years old

56-80 years old

Online Brand Persona and Voice

� Adjectives that describe our brand:� Active

� Sound

� Smart

� Charitable

� Diverse

� When Interacting with fans we are:� Welcoming

� Appreciative

� Rewarding

Strategies

� Paid� Every Sunday promote the most popular Facebook posts for the weekend. The post must have a

minimum organic reach of 200, as well as a minimum of 50 likes or 100 comments.

� Owned� Introduce the hashtag #Finfan to our Twitter competition where fans will post their most creative

gameday costumes incorporating a dolphin fin. Winners will receive rewards like all access to facilities, free tickets, or autographed merchandise.

� Earned� Monitor our Twitter, Facebook, and Instagram accounts for keywords: Dolphins , Fins, Defense, Offense,

Touchdown, and Interception or Fumble.

� Partner with current Dolphin players to attract more fans to our social media activities. Create videos where the players explain our social media competitions to the fans. These videos will be posted on each of our social medial pages.

Tools

� Approved Tools� Hootsuite

� Tweetdeck

� Existing Subscriptions/Licenses� Youtube

� Vimeo

� Adobe Suite

Timing and Key Dates

� Important Dates� NFL Combine� NFL Draft� Miami Dolphins Draft Party � Season Opener

� Thanksgiving Day Game� Playoffs� AFC Championship� Pro Bowl � Super Bowl

Social Media Roles and Responsibilities

� Social Media Manager: Vince Pannozzo

� Communications Manager: Theresa Manahan

� Content Manage: John Cope

Social Media Policy

� Social media has become a driving force in the world we live in today. We use it to interact with fans, and to share our team activities, ideas, plans and more. Here at the Miami Dolphins we hold ourselves to a very high standard when comes to social media as we follow these simple but very important guidelines:

� Be respectful to all

� Don’t bad mouth the competition

� Be polite, not rude or insensitive

� Be nice to strangers

� Be the solution, not the problem

� Always be welcoming to fans

� Respond to criticism

� Spellcheck before posting

Critical Response Plan

� Scenario 1 – Inappropriate Tweet from @MiamiDolphins1. When Tweet is detected:

• Take a screenshot

• Delete Tweet

• Alert Vince Pannozzo

2. Vince will get with Theresa to discuss reach and impact of the tweet.

3. Vince will create the necessary follow up tweet.

4. If the media is pushing the tweet, Theresa will handle all direct contact.

5. Vince and Theresa will discuss disciplinary action with the employee responsible.

Measurement and Reporting Results Quantitative KPIs

Reporting Period: 3 MonthsData as of May 21, 2016

Social Network Data

Website Traffic Data

Measurement and Reporting Results

� #FinsFans Competition� Our hashtag will be mentioned the most between the months of September and December of

this year. We are expecting a total of 300,000 mentions across our social media platforms.

� Qualitative KPIs� Sentiment Analysis

� An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:

� Fans were extremely excited about the upcoming season and were looking forward to seeing more of our offseason content.

� Fans showed most of their frustration with the decisions that the team was making when it came down to who the Dolphins were keeping and giving away this year.