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Know Your Audience
Shanda MaloneyUFC Social Media Director
About MeBackground:Over 16 years of Sales and Marketing Experience
Work History: Telecommunications
-Comcast | 6 years-Cox | 3 years
Radio-Arizona Lotus Broadcasting | 3
YearsSports
- UFC | 6 years
Follow Me: @UFC_Shanda
Welcome to the UFC
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
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
Be Authentic
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
The ImpactOf 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
QUESTIONS?