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Marvel’s Avengers
CREATED BY: GINA “MRS. CAPTAIN AMERICA” GONZALEZ
Social Media Strategy
Yes. This was approved.
Table of Contents1. EXECUTIVE SUMMARY………………………………………......32. SOCIAL MEDIA AUDIT………………………………………….....4 3. SOCIAL MEDIA OBJECTIVES…………………………….........74. ONLINE BRAND PERSONA AND VOICE…………………….85. STRATEGIES AND TOOLS…………………………………………106. TIMING AND KEY DATES………………………………………….117. SOCIAL MEDIA ROLES AND RESPONSIBILITIES……….128. SOCIAL MEDIA POLICY…………………………………………….139. CRITICAL RESPONSE PLAN……………………………………….1410. MEASUREMENT AND REPORTING RESULTS……………16
Executive SummaryMAJOR SOCIAL MEDIA GOAL FOR 2016 IS TO IMPROVE THE COMMUNICATION BETWEEN THE COMMUNITY AND THE HEROES ULTIMATELY IMPROVING THE TRUST BETWEEN BOTH GROUPS.
• This will be accomplished the following ways:• Have all team members follow the social
media policy for both team and personal pages
• Social media director, manager, and coordinator will over see and approve all social media posts
• They will also be responsible for official statements and press conference speeches
• The team’s continuous heroic action will be published in the best light for everyone to see the good being done for the citizens
Social Media Audit• Social Media Assessment
Social Network URL Follower Count Average Weekly Activity
Facebook https://www.facebook.com/avengers/?fref=ts
14,583,475 3.2 posts/wk
Twitter @Avengers 1.84 M 9.6 posts/wk
Instagram @AvengersUnite 71.4 K .98 posts/wk
Social Media Audit (Continued)
• Audience Demographic Assessment
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social
Network
Primary Need
< 10 82% M 18% F NA NA NA10-19 74% M 26% F Instagram Twitter Entertainment20-29 43% M 57% F Facebook Instagram Network30-39 49% M 51% F Linked In Facebook Business40-49 54% M 46% F Linked In Facebook Business50-59 59% M 41% F Facebook Linked In Network60+ 63% M 37% F Twitter Facebook Entertainment
Social Media Audit (Continued)• Competitor Assessment
Competitor Name
Social Media Profile
Strengths Weaknesses
Justice League https://www.facebook.com/JusticeLeague/?fref=ts
Believe in the team before the individual
Naïve about the good in human nature
The X-Men @X-Maniac Super human powers with unknown origin
Ignorant about the good in human nature
Watchmen @Watchmen Super powerful team of individuals
Divided in their beliefs of right and wrong
Social Media Objectives• Overall Goal:
• To brand the Avenger team as a community necessity that allows every citizen to feel safe during every day life knowing there is a powerful team of super human talent and skill looking out for the best interest of humanity.
• Social Media Objectives to support goal:• Increase followers on every social media account by 20% in 5 months• Increase weekly social media engagement by 10%• Have team members keep personal pages updated and active
• KPI’s• Overall number of followers• Followers lost vs. followers gained• Community support
Online Brand Voice and PersonaADJECTIVES THAT DESCRIBE
OUR TEAMWHEN INTERACTING WITH THE COMMUNITY WE ARE
• Fierce
• United
• Heroic
• Strong
• Willing
• Approachable
• Leaders
• Always willing to do what is right
Online Brand Voice and Persona (Continued)
Strategies and ToolsSTRATEGIES TOOLS
• Paid:• Post a sponsored tweet about the latest
Avenger achievement• Post a sponsored Instagram with the
team in action
• Owned: • Encourage the use of
#CaughtInAvengerAction so witnesses can provide free positive publicity when the team is doing their job
• Earned:• Create “Avenger for a Day” award for
young students nominated by their teachers and coaches for demonstrating exemplarily leadership skills
• Approved:• Hootsuite for automated updates• Multiple marketing team members• Photographers to perfectly capture the
best moments
• Rejected:• Strapped on GoPro
Timing and Key DatesIMPORTANT HOLIDAYS COMMUNITY EVENTS
• Independence Day / Captain America’s Birthday – July 4
• Avengers Anniversary – November 15
• Mother’s Day/Father’s Day• Honor your first team
• Avenger for a day – June 6
• Monthly Press Conferences • First of every month
• Professional Sport Cameos• Super Bowl• NBA Championship Game
Social Media Roles and Responsibilities• Social Media Director: Pepper Potts
• Responsible for final approval of• Campaigns• Budget • Strategies
• Social Media Manager: Nick Fury• Deals with day-to-day execution of
social media strategy
• Social Media Coordinator: Agent Maria Hill• Responsible for all social media pages• Must monitor each page’s engagement
Coordinator
Manager
Director
SOCIAL MEDIA IS OUR MAIN FORM OF COMMUNICATION WITH THE COMMUNITY AND ALLOWS EVERYBODY THE CHANCE TO HAVE DIRECT CONTACT WITH THE HEROES.
• Proper grammar is encouraged though not mandatory for all social media posts
• There shall be no foul language
• There are bound to be people who disagree with our opinions, do not instigate a fight/do not participate in a fight that was instigated
• Unsure if something is social media acceptable? Run it by our coordinator (Agent Hill)
Disclaimer: Heroes are held to a higher standard in everyday life and should continue to be held to such a standard in social media interaction. The following rules must be followed. Violations will be handled on a case by case basis.
Social Media Policy
Critical Response Plan• SECENARIO 1: Iron Man insults somebody’s intelligence
1. Determine what comment was made and to whom2. Offer a sincere apology from Iron Man and the rest of the team
• Make sure they understand one member’s opinion is not the opinion of the team
3. If comment was made online, delete immediately4. If media picked up on the inappropriate statement, Director Pepper Potts is
to handle all direct contact and official statements on Iron Man’s behalf5. Director is also to decide if disciplinary action is required
• Can include anger management classes, extra volunteer work, guest appearances at elementary schools
Critical Response Plan (Continued)
• SECENARIO 2: Hulk smashes through building or other structure1. Inspect the damage thoroughly2. Immediately notify the proper authorities to evacuate the building if
necessary and clear surrounding area3. Set up a press conference to allow Mr. Banner to apologize to the public
and inform them of his “generous donation” to help rebuild said structure4. Mr. Banner shall attend the grand reopening of said structure when it is
completely finished 5. Progress photos of the structure rebuild will be posted periodically on the
team’s official Twitter and Instagram pages
QUANTITATIVE KPI’SReporting Period: 3 Months
Data as of November 1, 2015
Measurement and Reporting
WEBSITE TRAFFIC SOURCES ASSESSMENTSource Volume % of overall traffic Conversion Rate
Facebook 7344 unique visits + 7% growth
39% 1.9
Twitter 5430 unique visits + 3.1% growth
29% .98
Instagram 5982 average likes + 5% growth
32% 1.2
Measurement and Reporting (Continued)
SOCIAL NETWORK DATA
Social Network
URL New Follower Count
Average Weekly Activity
Engagement Rate
Facebook https://www.facebook.com/avengers/?fref=ts
15,132,701 5.1 posts/wk 8%
Twitter @Avengers 2.01 M 10.4 posts/wk 6%
Instagram @AvengersUnite 79.8 K 1.12 posts/wk Average likes per post = 32,490
Measurement and Reporting (Continued)
• Overall Result Analysis: • We have increased the amount of followers and engagement on all social
media pages• The hashtag #CaughtInAvengerAction has turned into a fad/challenge with
people of all ages to get the best Instagram picture• Witnesses are going out of their way to catch the heroes in action and put it on their
personal social media pages• We will soon be implementing a weekly shoutout to the user with the best picture of the
week
• Future Plans of Action:• We are preparing to continue our social media activity and move to LinkedIn
• Our mission statement and strategy will be decided in the coming months• Keep your eyes peeled for the new hashtag we will be implementing -
#AvengeForMeAvengeForYou
Marvel’s Avengers Social Media StrategyCREATED BY GINA GONZALEZ