1. Out-Game Dragon Athletics SocialMedia Tactical Plan by: Communications Coordinator Billy McDonaldThis plan includes the tactical objectives to be used toaccomplish two primary goals of social media: 1.increase unique traffic to MSUMDragons.com and 2. convert anonymous traffic to known visitors by promoting premium content to visitors from socialmedia sites via free content.

2. Blog (Official Dragon Athletics Blog) 3hours weekly/12 hours monthly Short term objectives:Increase recognition andfollowership Use Pictures and special made videos for post One post a week Create a Blog publication schedule in Google Docs Add RSS button to MSUMDragons.com, Google + and Facebook Add Blogs to Dragon Weekly eNewsletter 3. Blog (Official Dragon Athletics Blog) 3hours weekly/12 hours monthlyShort term objectives:Increase engagement Create sharable content that is relevant Encourage comments; submit RSS feed to sportsforums and local publications. Write more optionally to drive a conversation Increase Subscribers through campaigning 4. Blog (Official Dragon Athletics Blog) 3hours weekly/12 hours monthly Key Metrics: 40+ Number of posts 14,500+ Audience growth in 2011 Conversation rate 7:1 post to comment 7 Conversions 5 Subscribers 3 Major Sources of Inbound links ( Facebook 2000+, MSUMDragons 1000, Google - 1000) 0 Technorati, Alltop, and other directory listings SEO Improvements Use Keywords with each postMSUM Dragons 5. Social Networks Facebook, LinkedIn & Google+ 2 hours daily/ 10+ weekly/ 40+ monthlyShort term objectives:Facebook fan page(s) Post positive media mentions andsports info stories regarding theDragons Encourage interaction onpages, events and groups Content should betimely, relevant, authentic and norepeated Interaction between the pagesand events will encourage growthacross all pages Create unique posting schedulethe alternates message deliveryacross fan pages 6. Social Networks Facebook, LinkedIn & Google+ 2 hours daily/ 10+ weekly/ 40+ monthlyLinkedIn Create LinkedIn Group (Dragon Athletics) Target Alumni with University happenings and updates of Dragon Athletics Also, participate in Q&A, other groups, etc Create specialized promotions for LinkedIn groups and followers 7. Social Networks Facebook, LinkedIn & Google+ 2 hours daily/ 10+ weekly/ 40+ monthlyGoogle+ Develop new socialnetwork Items like create apages andcircles, encourageinteraction, createcontent Also, participate inQ&A, other groups, etc 8. Microblogging (Twitter) Dragon Athletics2 hours daily/10+ weekly/40+ monthlyShort term objectives: Divide followers into Twitter list Promote company blog post through Dragon Athletics account Communicate to users about support issues such as broken links and event times/details followup Build reputation Promote other social networking activities/sites through TwitterKey Metrics: 610 Friends/Followers 960 2ndorder followers (followers follower count) ( 2 ) Velocity avg. of first and secondorder followers attracted per day since the account was established 9. Online Video YouTube (DragonAthleticsTV) 2 hours daily/12+ weekly/48+ monthlyShort term objectives: Update videos on social video sites and linkto core site YouTube Facebook Twitter Create video series for YouTube Include full bio and caption story with everyvideo posted Produce only quality video for channel Review and critique each video as if youwere the viewer Increase subscribers Use keywords with Videos to improve SEO Include videos in playlist Start keepin records of Social clicksKey Metrics: 48 subscribers >40,000 channel views 10. Photo sharing 1 hours daily/5 +weekly/20+ monthlyShort term objectives: Encourage employees to share anyinteresting and marketing relevant photosfrom social on personal accounts Take pictures of any relevant sportsmarketing events Utilize photo sharing sites to share imageswith links back to blog and core site Develop Flickr Account Facebook Photo Gallery Upload / Tagphotos within 12 hours of Shooting Our blog post photos to Blog with link tostory Create Photo Gallery onMSUMDragons.com via Facebook Title Facebook albums and include shortrecaps 11. Podcasting Dragon Athletics Weekly Podcast1 hours daily/6 weekly/ 24 monthlyShort term objectives: Create list of podcastdirectories Promote podcast viasocial networks Find guest for weeklypodcast Host on Mondays at11 a.m. and post onWednesdays 12. Presentation Sharing Dragon Athletics Slide Share .5 hours daily/ 2 weekly/8 monthlyShort term objectives: Slideshare share account Update Slideshare listing Create Presentations using pictures fromevents and accompanied by podcast. 13. Additional Notes and Objectives Match Buyer Personas to Social Mediasites, adjust strategy above to better fitpersonas Train Media & PR department and coachesabout better use of social media Follow Dragon Athletics social media policy Discuss social media policy with SEO and SEMvendors Create or Find photo flip or share forMSUMDragons.com