Today's sports marketers use social media as a means for creating competitive advantage for themselves within the sports business landscape. For this assignment, you will develop a social media marketing plan for the sports team, organization, or brand of

Social Media Marketing Plan

List Your Team, Organization, or Brand

Marketing Goals

• Clearly explain the message you are trying to communicate to your target audience.

Example: "The new season is approaching, and we have fantastic promotions for the first 500 new season ticket subscribers and season ticket renewals."

• Explain the expected outcome of this communication.

Example: “500 new fans will become season ticket subscribers and 500 previous season ticket holders will renew their tickets."

Message Key Points:

Expected Outcomes:

Target Audience

• Your goal is to form a relationship with the target audience and help them see the benefits and value of interacting with your team, organization, or brand.

• Determine the Fan DNA of the team, organization, or brand and provide a clear profile of the consumer you are targeting. List the top five consumer traits to help you focus your marketing strategy.

Consumer Traits

Message

• What do you want the audience to know about your team, organization, or brand? This is where you differentiate yourself from your competitors by :

  • Presenting what is unique about your team, brand, or organization.

  • Sharing how you provide value to the customer.

  • Getting the consumer excited about what is original and exciting about your concept.

• Remember the importance of creating a strategy that promotes a consistent message across all platforms and uses a voice that is consistent with the brand being represented.

• The overall message should support the larger goals of the team, organization, or brand.

Message Components

Social Media Platforms

Decide which three social media platforms will provide you with the greatest access to the target audience while allowing for the most efficient, influential communication. Some social media platforms to consider are listed below.

• Facebook

• Twitter

• Instagram

• Pinterest

• YouTube

• Tumblr

• Vine

• Snapchat

Social Media Platforms

Positive Scenarios

Managing social media interactions are important. While you cannot respond to every post, provide some general ideas of the types of responses you would include for positive responses to each of the three platforms in your social media campaign.

Platform 1 Sample Positive Response

Platform 2 Sample Positive Response

Platform 3 Sample Positive Response

Negative Scenarios

Managing negative social media interactions is critically important. While you cannot respond to every post, provide some general ideas of the types of responses you would include for negative responses to each of the three platforms in your social media campaign.

Platform 1 Sample Negative Response

Platform 2 Sample Negative Response

Platform 3 Sample Negative Response

Audience Influencers

Determine influential people within your organization and current fan base who can act as influencers for your social media campaign. Some to consider could include:

• Players and coaches

• Team sponsors

• Recognizable leaders and fans

• Celebrity endorsers

Audience Influencers

Timeline

Consider your goals when determining how you will structure the timeline for your campaign. Outline the agenda for your campaign based upon factors such as whether or not it is:

• Seasonal

• Related to a special event

• Connected to a specific sales deadline

Campaign Duration:

Frequency of Posts to Each Social Media Platform:

Competitive Advantage

Explain how your social media campaign will help you gain competitive advantage for your team, organization, or brand. Provide at least two specific examples.

Competitive Advantage Examples

Evaluation Metrics

Think about how you will measure the success of your social media campaign. It could be based upon many different factors, depending on the goal of the campaign. You should select at least three methods for evaluating campaign success. Some metrics for measuring success could include:

• Increase in total number of fans or followers on social media site.

• Number of interactions/hits on the social media marketing content.

• Sales results and revenue generated as direct by the campaign.

• Number of likes, shares, or comments related to social media campaign.

Evaluation Methods