Download - USWNT World Cup Digital Plan-2
![Page 1: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/1.jpg)
USWNT Digital PlanFIFA World Cup 2015
Alyssa Gentile, Victoria Oladipo, Cody Taduran
Alyssa Gentile, Cody Taduran, Victoria OladipoGeorgetown University
Digital Media
![Page 2: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/2.jpg)
Agenda
I. ObjectivesII. Target Audiences
III. Chosen PlatformsIV. RationaleV. Utilization
VI. Evaluation & ROO
![Page 3: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/3.jpg)
ObjectivesReach most energetic fans where they’re at
Provide followers content they can share on share-friendly platforms
Use shareability and larger audiences to grow the USWNT brand
![Page 4: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/4.jpg)
Target AudiencesSavvy Millennials 18-29 Casual Adults 35-55
![Page 5: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/5.jpg)
Chosen PlatformsFacebook & Twitter
Mass audiences
High shareability
Soccer conversation hubs
High engagement
+ Tumblr ActivationHuge market presence
Sponsored posts = high engagement
Massive reach
![Page 6: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/6.jpg)
![Page 7: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/7.jpg)
![Page 8: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/8.jpg)
![Page 9: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/9.jpg)
![Page 10: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/10.jpg)
![Page 11: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/11.jpg)
What’s Been Done● Nike home kit launch
○ “No Maybes” campaign● “1 Nation. 1 Team. 23 Stories” video series
![Page 12: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/12.jpg)
Before
-Drive eCommerce-Showcase player appearances-Hype Videos/stills-Merge/Integrate Twitter handles
![Page 13: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/13.jpg)
During
-Push gifs & Vine goals on Twitter-World Cup Central
-Get the men involved-Social correspondents
![Page 14: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/14.jpg)
After -Promote other facets of Women’s soccer-Cover player appearances, celebrations-Circulate player posts-Stress organic content
![Page 15: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/15.jpg)
Return On Objectives-Evaluate Facebook & Twitter Metrics throughout
-At least 6.0 engagement per fan-20% increase in USWNT followers-15% increase in reach-Average of 12,000 reblogs on Tumblr
-Use increased metrics to drive revenue from sponsors
![Page 16: USWNT World Cup Digital Plan-2](https://reader034.vdocument.in/reader034/viewer/2022052606/58ec91491a28abda4e8b472b/html5/thumbnails/16.jpg)
Sources
http://expandedramblings.com/index.php/tumblr-user-stats-fact/2/
http://www.adweek.com/socialtimes/nearly-half-of-facebook-users-are-soccer-fans/299303
http://www.slideshare.net/WishpondTechnologiesLtd/world-cup-on-social-media
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
http://www.pewinternet.org/2015/01/09/frequency-of-social-media-use-2/
http://www.businessinsider.com/social-media-engagement-statistics-2013-12