Post on 16-Jan-2017
Jacksonville JaguarsKianna Brown
October 2, 2016
Table of Contents Executive Summary: 3 Social Media Audit: 4-6 Social Media Objectives: 7 Online Brand Persona & Voice: 8 Strategies & Tools: 9 Timing & Key Dates: 10 Social Media Roles & Responsibilities: 11 Social Media Policy: 12 Critical Response Plan: 13 Measurement & Reporting Results: 14
Executive Summary The social media plan for the
Jacksonville Jaguars seeks to exploit the strengths of the team, on and off the team. With our slogan being “Stand United”, we want to grow fan satisfactory and convert viewers into fans by increasing our young and female fan base, emphasize the team’s potential to win, and build off of team news.
Social Media AuditFacebook URL: https://www.facebook.com/jacksonvillejaguars/?
fref=ts Follower count: 589,105 Average Weekly Activity: 23 Average Engagement Rate: 468.7
Twitter URL: https://twitter.com/Jaguars Follower count: 373,000 Average Weekly Activity: 10 Average Engagement Rate: 167.9
Social Media AuditInstagram URL: https://www.instagram.com/jaguars/ Follower count: 259,000 Average Weekly Activity: 34 Average Engagement Rate: 6,148
LinkedIn URL: https://
www.linkedin.com/company/jacksonville-juguars Follower count: 7,890 Average Weekly Activity: 1 Average Engagement Rate: 47.6
Social Media AuditCompetitors (AFC South)
Houston Texanshttps://www.facebook.com/HoustonTexans/?
fref=tsPros: Post frequently, very visualCons: Need more fan interaction
Tennessee Titanshttps://www.facebook.com/titans/?
fref=tsPros: FB events with gamesCons: graphics are not great
Indianapolis Coltshttps://www.facebook.com/colts/
Pros: Promotions, game updates through mediaCons: big fan base but little interaction
Social Media ObjectivesOverall Business Goals: The Jacksonville Jaguars are building a winning franchise, on and off the field
Social Media Objectives to Support Business Goals: Increase fan interaction Reach young (18-35) and female fan base Increase ticket saleshttp://www.socialstrategy1.com/wp-content/uploads/2013/03/jags_info_web_final.jpg
Online Brand Persona and Voice The Jacksonville Jaguars knows its
audience and is personable among its fans. On social media, we strike a very fun and informational tone.
Strategies and Tools Keep in contact with customers
(customer service with messaging, collect & share fan photos, etc.)
Draw attention with Social Media ads Catch the audience’s eyes with
visuals (especially play videos to increase conversation)
Provide attention grabbing content (short & simple posts, game updates, etc.)
Timing & Key Dates October-Breast Cancer Awareness Month 10/4-Live postgame coach & player press conference 10/7-Practice & Injury Update for bi-week 10/7-Fan Friday (fan pictures) 10/9-AFC South playing summary 10/11-Spotlight: Cheerleaders visit Cancer center 10/12-Promote upcoming away game tailgate & watch
party 10/14-Game strategy for Chicago Bears (blog) 10/16-Game day graphic (morning) 10/16-Live pregame workout at Bears stadium 10/16-Full game & halftime score updates
Social Media Roles & Responsibilities
Social Media Director-developing & overseeing execution of social media
Social Media Manager-responsible for planning, design, & execution of social media strategy (day-to-day execution)
Social Media Planner-responsible for developing strategic proposals for digital advertisers, coordinating with the media team, and allocating to client objectives
Social Media Policy Content relating to sensitive company information
should not be shared to the outside community
Disgraceful content, such as racial, ethnic, sexual, religious, and physical disability slurs are not tolerated on company or personal sites
Company reserves the right to edit or delete any misleading or inaccurate content on any sites
Doctrines of professionalism, reliability, and neutrally should be observed by anyone posting online
Critical Response Plan Define the problem Accept responsibility of your actions Take time to create good responses Find the solution for your followers or
consumers Problem concerning employee?
Determine correct way to handle the employee
Measurement and Reporting Results 68.3% capacity Average ticket price: $45 Jacksonville population 1.3 million 54% millennial followers on Twitter