Miami Dolphins BY: JARED VANEGAS

FEBRUARY 21, 2016

PUR3622/RTV4930

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Table of Contents3. Executive Summary

4. Social Media Audit

a. Social Media Assessment

b. Traffic Sources Assessment

c. Audience Demographics Assessment

d. Competitor Assessment

8. Social Media Objectives

11. Online Brand Persona and Voice

12. Strategies and Tools

14. Timing and Key Dates

15. Social Media Roles and Responsibilities

16. Social Media Policy

17. Critical Response Plan

19. Measurement and Reporting

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Executive Summary

Our major social media goals for 2016 will be growing and engaging our online community.

The primary focus will be to increase sales and revenue goals through driving more traffic to all of our social media channels – this will be a byproduct of building long-lasting relationships with our fan base and the distribution of new and meaningful content.

Two primary strategic initiatives to support this goal:

1. A plan developed by the executive management and marketing team to map out creative and consequential content.

2. Persuade and empower our fan base to consume new content.

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Social Media Audit

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter Twitter.com/MiamiDolphins

559k 80 posts per week

.00014%

Facebook Facebook.com/MiamiDolphins

2.1 million 38 posts per week

.00001810%

Instagram Instagram.com/miamidolphins

514k 21 posts per week

.00004086%

LinkedIn linkedin.com/company/miami-dolphins

9k 1 post every few months

0%

The following is an audit of the Miami Dolphins’ social media outlook to date. This includes all of the social network channels it is currently participating in, and it takes web traffic, audience demographics, and a competitor analysis into consideration.

At this present time, the highest number of interactions per posts by and large occurs on Twitter. No interactions occur on LinkedIn, which needs to be addressed moving forward.

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Social Media Audit cont.

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 100,000 unique visits

9% 2.9%

Facebook 135,000 uniquevisits

15% 2.3%

Instagram 48,000 unique visits 1% .04%

LinkedIn NO DATA NO DATA NO DATA

Website Traffic Sources Assessment Timeframe: Monthly average, August 2015 to October 2015

At the current time, Facebook is the largest driver of traffic to our website. The conversion rate, which points to ticket purchases, is behind Twitter at the moment, however.

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Audience Demographics Assessment

Survey distributed in November via email and upon ticket purchase for Dolphins vs. Cowboys game in Sun Life Stadium. Total responses: 12,000

AgeDistribution

Gender Distribution

Primary Social Network

SecondarySocial Network

Primary Need

Secondary Need

40% 18 – 30

40% 31 - 40

15% 41 - 55

5% 56 - 80

35% Female

65% Male

35% Female

65% Male

55% Facebook

35% Twitter

10% Instagram

50% Twitter

30% Facebook

20% Instagram

Fans of the Miami Dolphins

Fans of opposing/visiting teams

The majority of survey respondents are in both the 18-30 and the 31-40 groups. Facebook and Twitter are their core social networks. Focus should be dedicated to Instagram content.

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Competitor Assessment

Competitor Name Social Media Profile

Strengths Weaknesses

Miami Marlins FB: Marlins They post often, and extend content to their base on a daily basis,several times a day.

In comparison to their competitors, they don’t have as many videos.

Miami Heat FB: MiamiHeat Their usage of videos separates them from the pack. Link to team store next to “like” button is nice.

Their visuals aren’t necessarily the most appealing.

Florida Panthers FB: FlaPanthers Video usage is very strong. App button nextto like button is unique, as well.

They don’t post as frequently as their competitors.

This analysis focused on three major competitors with a strong social media presence on Facebook, Instagram, and Twitter. Visual content was especially strong for all of them, and video usage on Facebook was their biggest strength. Communicating with their base is where they need to improve upon the most.

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Social Media Objectives

In 2016, the primary focus of our social media strategy will be to support revenue and increased ticket sale goals by driving more traffic to our website from our social channels. To do this, we will prioritize growing our online fan base by building stronger relationships with our constituents.

Some specific objectives include:

1. Increase follower count on Twitter to 1 million by the end of the year via:

1. Increased use of brand hashtags across all platforms.

2. Increase followers/likes on Facebook to 3 million by the end of the year.

3. Increase Instagram followers to 1 million by the end of the year.

4. Increase volume of visual content on Instagram and Facebook by 50% by the end of the year.

Twitter is our highest conversion-rated platform, so we want to focus a lot of our efforts there.

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KPIs and Key Messages

Number of unique visitors from Facebook, Twitter and LinkedIn

Number of Instagram followers

Number of weekly photo and video posts to Facebook and Instagram

Analysis of fan response to new visual content

KPIs

South Florida’s Sport Team

Create fun memories with your Miami Dolphins, friends, and family

Key Messages

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Key Messages cont.

Family

Friends

Create Memories

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Online Brand Persona and Voice

Adjectives that describe our brand: When interacting with customers (fan base) we are:

Winning

Fun

Strategic

Smart

Energetic

Legendary

Supportive

Friendly

Appreciative

Excited

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Strategies and Tools

Paid:

Every day boost most popular organic Facebook posts. This is especially critical during offseason when there’s no games to attend. Posts must have a minimum of 20,000 likes and 5,000 comments.

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Owned:

Introduce the use of #FinSocial across Instagram and Twitter platforms, and will ultimately be distributed and promoted across all social platforms. With this campaign, bloggers and amateur writers in the fan base will use hashtag to promote their posts in their own online publications. We will then “break” stories after we’ve selected which posts/stories to share.

Earned:

Monitor Twitter for keywords and terms: dolphins, football, South Florida, Miami, family event, Sunday, NFL. Extend chance to win football tickets to games to warm/leads prospects during football season.

Tools

Approved Tools Rejected Tools Existing Tools

Hootsuite

Buffer

Canva

Google Analytics

Google Adwords

Kenshoo

N/A Photoshop

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Timing and Key DatesHoliday Dates Internal Events Reporting Dates

New Year’s Day

MLK Day

Presidents’ Day

St. Patrick’s Day

Easter

Mother’s Day

Memorial Day

Father’s Day

4th of July

Labor Day

Halloween

Veterans’ Day

Thanksgiving

Christmas

New Year’s Eve

Web Weekend (Precisedate TBD)

Dolphins Cycling Challenge (Precise date TBD)

Reporting will happen on a calendar quarterly basis.Meeting times are still TBD.

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Social Media Roles and Responsibilities

Chief Marketing Officer – Jeremy Walls

Director of Marketing – Patrick Arthur

Marketing Manager – Brittany Reid

Social Media Manager – Vince Pannozzo

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Social Media Policy

Social media is a critical aspect of our daily lives. Whether it’s solving client issues via Twitter, or sharing thoughts and ideas to your constituents, the inescapable truth is that social media is here to stay. As an employee of the Miami Dolphins, you are a representative of the organization, and you are expected to use practical judgement and demonstrate a sense of respectfulness and a client-first mentality. Here are some of the principles that you are expected to abide by:

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• Be respectful • Don’t engage in fights with the consumer• Be helpful to our customers• Do not direspect the competition• Double check on a Tweet before sending one out if you

are unsure.

The Miami Dolphins organization is serious about the appropriate use of social media by our employees. Violation of our social policy may result in corrective action, up to, and including, termination. If you have questions and/or concerns about our policy, please consult with your manager.

Critical Response Plan

Scenario 1 - Inappropriate Tweet Sent from @MiamiDolphins

1. When Tweet is detected:

Take screenshot

Delete Tweet

Alert Vince Pannozzo (if Vince is unavailable, alert Brittany Reid)

2. Vince to discuss impact and reach with marketing team.

3. Vince to develop appropriate follow up Tweet, Brittany to approve.

4. Vince and Brittany are to meet with employee responsible for Tweet to determine next course of action/disciplinary measures.

Take screenshot

Delete Tweet

Alert Vince Pannozzo (if Vince is unavailable, alert Brittany Reid)

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Pre-approved messaging:

No pre-approved messaging in this scenario. This will be entirely dependent on severity of the tweet, which is a case-by-case scenario.

Scenario 2 – Member of team was arrested/apprehended

Action Plan

1. Brittany Reid, Marketing Manager, is alerted of news.

2. Vince and Brittany evaluate number of social media mentions of the arrest.

3. If media has picked up situation, Brittany is to be official correspondent. If Brittany is unavailable, Vince is next in line.

4. Release official statement on behalf of the team. Vince to formulate Tweet, Brittany to approve.

5. All members of Marketing are to monitor situation, and bring in members of executive management in other departments as necessary.

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Pre-approved messaging:

Facebook: We are aware of the incident that took place with Player X yesterday. We will closely monitor this situation as it develops and evaluate any additional information as it becomes readily available. We thank you for your patience.”

Twitter: We are aware of the incident that took place with Player X yesterday. We are still gathering all of the facts. Thank you for your patience.

Measurement and Reporting

Quantitative KPIs

Reporting Period: February 1, 2016

Website Traffic Sources Assessment

Timeframe: Monthly average, November 2015 to January 2016

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Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 120,000 unique visits + 20% growth

12% 2.9%

Facebook 148,000 uniquevisits +10% growth

20% 2.3%

LinkedIn 500 unique visits + 5% growth

4% .03%

Social Network DataTimeframe: as of February 1, 2016

Social Network URL Follower Count Average Weekly Activity

EngagementRate

Twitter Twitter.com/MiamiDolphins

700k +20% growth

100 posts per week + 20% increase

.00014%

Facebook Facebook.com/MiamiDolphins

2.9 million + 28% growth

80 posts per week + 40% increase

.000028%

Instagram Instagram.com/miamidolphins

600k +15% growth

40 posts per week + 50%

.000067%

Linkedin linkedin.com/company/miami-dolphins

14k + 40% growth

1 post per month

0%

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Measurement and Reporting Cont.

Our Instagram following has shown tremendous growth by reaching 600k followers and a 15% increase in just a short three months, and it is currently on pace to reach our objective.

The marketing and social content team have done an exceptional job with both the #FinSocial campaign and creating remarkable visual content for our fan base. All of our social media channels are showing great growth, and it is a byproduct of our team’s marketing efforts.

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#FinSocial Hashtag Performance

Between November 1, 2015 and February 1, 2016, the hashtag was mentioned 10,500 times on Twitter and 6,500 times on Instagram.

Many of the posts were visual-content posts where fans posted pictures and videos of their friends and family members attending games. After the regular season, fans posted photos of themselves watching playoff NFL games in their Dolphins gear.

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Qualitative KPIs

Sentiment Analysis

An analysis of the interactions on 500 Facebook posts, 100 Instagram posts, and 100 Tweets revealed the following:

Our fane base is responding to our new strategy exceptionally well. They’re recommending Dolphins games and following our social media sites to their followers, family, friends, and cohorts.

The most negative aspect of sentiment comes after the Dolphins lose a game, which isn’t necessarily controllable on the marketing end.

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Proposed Action Items

Continue #FinSocial Campaign

Consider co-branding with auto dealer for upcoming NFL season to give away a car with four season tickets to home games in a campaign called #FinsDash

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