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April 17, 2012
Wake Forest AthleticsAction Learning Project #2
Creative Solutions: Social Media
By Team 17: Patrick Borders, James Cain, Lauren Cooper, Victoria Osborne,
Will Turner
Agenda
Executive Summary Main Objectives Background Methodology Key Findings Conclusion
Executive Summary
• Fan engagement on social media sites has been stagnant
Problem
• Create a social media strategy to improve and integrate WFU Athletics’ social media
Vision• Enjoy an improved Facebook
page and improved presence with fast-growing social media sites
Result
Main Objectives
Develop an all-encompassing social media strategy for Wake Forest Athletics
Discover new, fast-growing sites and encourage WFU Athletics to join them
Have the best social media pages in the ACC and NCAA
Background
Marketing Challenges Changing from traditional
marketing to nontraditional
Maintaining product loyalty despite decreased product quality
The competition has better social media presence
Importance of Social Media Facebook pages are
primary for many teams
The majority of your market can be reached through social media
The mission of the Wake Forest Athletics Department is to optimize the fan and student athlete experience and to sell
tickets.
Methodology
Primary and
secondary research
Advertising and social media
experts• Mike Fox, The
Mullingar Group• Kathleen Hessert,
BuzzManager
Social media best practices
Key Findings – Wake Forest* Posts with photos vs. without photos 54% of fans "Talking About This" are
women 33% of people reached were 18-24
*all findings taken from Facebook Insights
Facebook Insights Changes from March to April
Facebook Profile – Before
Facebook Profile – After
Key Findings – Social Media
Importance of Video
“One Voice”
5 Hours a Week
Fans Seeking “Unique
Experience”
Engagement Requires
More than “likes”
Key Findings – Social MediaPinterest's Rapid Growth – 2073%
http://yourstory.in/2012/04/pinterest-for-your-interest/
What the Competition is Doing
Increasing engagemen
t through posts
Cleaner, more
professional-looking pages
Attracting more fans
Why the Competition Matters
Innovation Wake Forest strives to
be a leader in social media
Must have an appealing, crisp page
Better pages = more visitors = more revenue
Recruitment Athletic departments
use social media sites to attract prospective athletes
ConclusionShort-Term Recommendations:
All posts should elicit a response—a comment, "like" or “share” ask questions hold contests post unique pictures and videos
Update cover photo relevant to appropriate sports season
Conclusion Integrate social media sites to create a user-
friendly ecosystem
Join Pinterest
Adopt "one voice" to increase authenticity and transparency
Appoint a head of social media
ConclusionLong-Term Recommendations:
Invest in smartphone and/or tablet constant, immediate responses and updates
Implement survey on Facebook to find fans’ social media preferences
Expand Data Collection to Twitter and Pinterest look for long term trends in fan engagement
Questions?