USWNT Digital PlanFIFA World Cup 2015

Alyssa Gentile, Victoria Oladipo, Cody Taduran

Alyssa Gentile, Cody Taduran, Victoria OladipoGeorgetown University

Digital Media

Agenda

I. ObjectivesII. Target Audiences

III. Chosen PlatformsIV. RationaleV. Utilization

VI. Evaluation & ROO

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

Target AudiencesSavvy Millennials 18-29 Casual Adults 35-55

Chosen PlatformsFacebook & Twitter

Mass audiences

High shareability

Soccer conversation hubs

High engagement

+ Tumblr ActivationHuge market presence

Sponsored posts = high engagement

Massive reach

What’s Been Done● Nike home kit launch

○ “No Maybes” campaign● “1 Nation. 1 Team. 23 Stories” video series

Before

-Drive eCommerce-Showcase player appearances-Hype Videos/stills-Merge/Integrate Twitter handles

During

-Push gifs & Vine goals on Twitter-World Cup Central

-Get the men involved-Social correspondents

After -Promote other facets of Women’s soccer-Cover player appearances, celebrations-Circulate player posts-Stress organic content

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

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