Example of Miami Heat marketing strategy

1. Miami Heat:
Social Media Strategy
Khalil Shabazz • 02.21.2016

2. Table of Contents
1. Executive Summary,
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessments
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Summary
Our main social media
priorities is to continue
growing our online audience
and followers
Strategies
Plan to gain followers
Communicate with followers more often

4. SOCIAL MEDIA AUDIT
Social Network URL Follower count Average Weekly
activity
Ave. Engagement
rate
Twitter twitter.com/miamih
eat
3.6M 53 tweets per week 5.7%
Facebook facebook.com/mia
miheat
3M 15 post per week 9%
Instagram @miamiheat 4.5M 10 post per week 7%
Linkedin linkedin.com/miami
heat
2M 8 post per week 2%

5. b. Website Traffic Sources Assessment
Source Volume % of overall traffic Conversion Rate
Twitter 500 visits 5% 5.4%
Facebook 750 visits 30% 3.7%
Instagram 1000 visits 65% 8%
Linkedin 200 visits 20% 1.2%

6. c. Audience Demographics Assessment
Age
Distribution
Gender Primary
social
network
Secondary
social
network
Primary need Secondary
weakness
70% 18-30 60% women
40% men
Twitter Instagram More
interaction
more
followers
20% 31-40 50% women
50% women
Facebook Twitter More ads N/A
5% 41-50 80% men
20%women
Facebook Linkedin N/A N/A
5% 50- above 60% men
40% women
Facebook Linkedin N/A N/A

7. 09.05.XX 09.17.XX 10.13.XX
d. Competitor Assessment
Competitor Name Social Media Profile Strengths Weakness
Orlando Magic Twitter: Orlando
Magic
Keeps up with the
community
Post too often
OKC Thunder Twitter: OKC
Thunder
Stays up to date
with NBA moves
Doesn’t post enough
Boston Celtics Twitter: Boston
Celtics
Interacts with
followers
Too much
interaction

8. SOCIAL MEDIA OBJECTIVES
Our goal this year is to increase popularity by connecting to our community through social
media. Growing our website's traffic and selling more tickets through prizes on our social
media profiles.
1. Interact more with our Twitter and Facebook profiles.
2. Create weekly events on our social media profiles.
KPI’s
1. Number of unique visitors from Facebook, Twitter and LinkedIn
2. Number of Instagram followers
3. Number of weekly photo and video posts to Facebook and Instagram
4. Sentiment analysis
Key Messages
1. Sell more
2. Communicate more

9. Online Brand Persona and Voice
Adjectives that describe our brand:
Fun
Entertaining
Passionate
Professional
Family oriented
When interacting with our customers we are:
Friendly
Professional

10. Strategies and Tools
Paid:
1. Boost Facebook post. Every 2nd post
2. Create ads for twitter
Owned:
1. Create a hashtag that will be used every game
2. On Facebook add as many people that have a heat hashtag
Earned:
1. Monitor Twitter for specific hashtags
2. Partner with athletes to interact with the community
Tools:
1. Hootsuite
2. Rebelmouse
3. Adobe programs

11. Timing and Key dates
Holidays:
1. Christmas
2. Thanksgiving
3. Valentine's Day
4. Veterans Day
Months:
1. Black History Month
2. Latino Month
Events:
1. Feb. 11-14 All star weekend

12. Social Media Roles And Responsibilities
Marketing Director - Jalen Rose
Social Media Manager - Daphne Rojas
Social Media Coordinator - Will Johnson
Supporting Social Media Team Members
Ryan Bass (social ads support)Josephine Wall (customer support - social
media)

13. Social Media Policy
Social media has become more business minded with ads and people promoting their brands. However,
most businesses forget that the main purpose of social media is to be social. Users don’t want to see
too many ads, promotion of business or the reasons why they should buy a product. They want to be
social.
1. Be friendly
2. Be the solution
3. Interact with everyone
4. Keep posting about business to a min.
5. Be helpful
6. Spread content about our parnters

14. Critical Response Plan
Scenario: Bad tweet
Action Plan:
1. When tweet is detected
● Screenshot
● Delete tweet
● Alert Daphne
Pre-approved message:
N/A
Scenario: Wrong information on Facebook
Action Plan:
1. When post is detected
● Screenshot
● Delete post
● Create post with right information
Pre-approved message:
N/A

15. Measurement and Reporting
Qualitative KPIs
Reporting Period: 3 months
Data as of February 1, 2015
Social Network data
Social network URL Follower Count Average weekly
activity
Engagement
Rate
Twitter twitter.com/mia
miheat
+11% growth +10% growth 4%
Facebook facebook/miami
heat
+12% growth +20% growth 7%
Instagram @miamiheat +4% growth +5% growth 3%
Linkedin linkedin.com/mi
amiheat
+6% growth no change 1%

16. Measurement and Reporting(continued)
Website traffic data:
Source Volume % of overall traffic Conversion Rate
Twitter 10% growth 12% 4%
Facebook 10% growth 27% 6%
Instagram 3% growth 10% 4.6%
Linkedin 5% growth 3% 2%