Know Your Audience with UFC's Shanda Maloney

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Shanda Maloney is the UFC Social Media Director. She has over 16 years of marketing experience in telecommunications, radio, and sports. Her presentation discusses best practices for using social media to engage audiences, including understanding your audience, creating shareable content, identifying influencers, and using analytics tools. She provides an example of how identifying celebrity influencers and engaging with them helped the UFC gain 26,000 new followers and 60,000 new Facebook likes on fight night. She encourages attendees to rinse and repeat this process of identifying influencers, creating content, engaging audiences, and breaking records.

Marketing

Know Your Audience
Shanda Maloney
UFC Social Media Director

Why Social?
• Just under half of the
global populations has
access to the internet
• 2/3 of that audience has
access to at least one
form of social media

Engagement
• Don’t be afraid to audit
your content
• Understand what your
fans are interested in and
what the engage with
• Invite your followers to be
part of the conversation
• Ask open ended questions
• Don’t be afraid to ask your
audience for feedback

Content Plan
• Plan ahead
• What content can you put
together to be part of an
existing trending topic?
• Is there a pop culture
trend you can jump on?
• Celebrate National
Holidays
• Create unique content
your audience would want
to share or engage with

Who Follows You?
• If you are a Veriﬁed account,
check to see what other
veriﬁed accounts are
following you
• See who is commenting on
your Facebook posts
• There are several analytic
tools to help you understand
who your audience is and
identify inﬂuencers

Put Your Tools To Use
• Determine what you are
trying to solve for
• Are you trying to ﬁnd
inﬂuencers?
• Are you trying to
understand what content
your audience is
engaging with?
• Are you trying to
understand your
audience demo?

Identify Inﬂuencers
• 3 months of research
identifying who our
celebrity and inﬂuential
followers were
• Developed a plan to
engage with them
based on who they had
an afﬁnity towards

The Impact
Of the 33k new
followers gained
during ﬁght week 26k
were new followers
on ﬁght night.
Of the 82k new
Facebook “likes”
gained during ﬁght
week 60k were new
“likes” on ﬁght night.

Rinse & Repeat
• Identify Inﬂuencers
• Create Content
• Engage Audience
• Break Records

Hometown Heroes
• Paige VanZant is one of the
UFC’s up coming super stars
• She recently competed in
Dancing With The Stars
coming in 2nd place
• She only has one loss in the
UFC and an upcoming ﬁght on
Aug 27th Live and FREE on
FOX

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1. Know Your Audience Shanda Maloney UFC Social Media Director

2. About Me Background: Over 16 years of Sales and Marketing Experience Work History: Telecommunications -Comcast | 6 years -Cox | 3 years Radio -Arizona Lotus Broadcasting | 3 Years Sports - UFC | 6 years Follow Me: @UFC_Shanda

3. Welcome to the UFC

4. Why Social? • Just under half of the global populations has access to the internet • 2/3 of that audience has access to at least one form of social media

5. Engagement • Don’t be afraid to audit your content • Understand what your fans are interested in and what the engage with • Invite your followers to be part of the conversation • Ask open ended questions • Don’t be afraid to ask your audience for feedback

6. Content Plan • Plan ahead • What content can you put together to be part of an existing trending topic? • Is there a pop culture trend you can jump on? • Celebrate National Holidays • Create unique content your audience would want to share or engage with

7. Connect With Your Audience • Identify your brand voice • Be a part of the conversation • Your audience / customers are likely not expecting a response • Surprise & Delight when/ where you can

8. Be Authentic

9. Who Follows You? • If you are a Verified account, check to see what other verified accounts are following you • See who is commenting on your Facebook posts • There are several analytic tools to help you understand who your audience is and identify influencers

10. Put Your Tools To Use • Determine what you are trying to solve for • Are you trying to ﬁnd inﬂuencers? • Are you trying to understand what content your audience is engaging with? • Are you trying to understand your audience demo?

11. Identify Influencers • 3 months of research identifying who our celebrity and influential followers were • Developed a plan to engage with them based on who they had an affinity towards

12. The Impact

13. The Impact Of the 33k new followers gained during fight week 26k were new followers on fight night. Of the 82k new Facebook “likes” gained during fight week 60k were new “likes” on fight night.

14. Rinse & Repeat • Identify Inﬂuencers • Create Content • Engage Audience • Break Records

15. Hometown Heroes • Paige VanZant is one of the UFC’s up coming super stars • She recently competed in Dancing With The Stars coming in 2nd place • She only has one loss in the UFC and an upcoming ﬁght on Aug 27th Live and FREE on FOX

16. QUESTIONS?

Know Your Audience with UFC's Shanda Maloney

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Know Your Audience with UFC's Shanda Maloney