Social Media StrategyElizabeth BarrettFebruary 6, 2016

Table of Contents1. Executive Summary, February 2016

2. Social Media Objectives

3. Online Brand Persona and Voice

4. Strategies and Tools

5. Timing and Key Dates

6. Social Media Roles and Responsibilities

7. Social Media Policy

8. Critical Response Plan

9. Measurement and Reporting Results

Executive SummaryOur major social media strategies for 2016 will be growing our online following and community by fostering genuine relationships with our fan base.

The primary focus will be to support revenue goals through driving more traffic to our website by sharing more engaging, relevant content and building deeper relationships with our customers.

Two major social strategies that will support this Objective:

1. Implement a plan that will not only increase the volume of content published on our social media profiles, but increase engagement and develop a loyal fan base as well.

2. Encourage conversations about our content.

Social Media Objectives In 2016, the primary focus of our social media strategy will be to support revenue goals through driving more traffic to our website via our social media profiles. To do this, we will create content that sparks conversation and generates excitement about the Washington wizards franchise. We will also prioritize building deeper relationships with our fans so that they feel connected to this franchise on a more personal level, and are proud to support our brand.

Some specific objectives include: 1. Increase volume of visual content on Facebook by 20% in 5

months2. Increase Twitter followers by 20,000 by June 1, 20163. Increase traffic to website by 30% in 5 months via:

a. increase brand awareness through increased post shares on Facebook b. Increase mentions on twitter through introduction of new hashtags

Social Media Objectives

Our brand recognizes that a majority of our fan base is male, and 75% is between the ages of 18-49. 10% of all social media content, across all profiles, will specifically target this audience.

KPIS 1. Number of weekly photo and video posts2. Number of Twitter followers 3. Number of Facebook posts shared 4. Number of TWITTER MENTIONS 5. NUMBER OF VISITORS TO WEBSITE VIA FACEBOOK and

Twitter

Key messages . The Washington wizards are a young team on the rise . It is an exciting time to be a wizards fan

Online Brand Persona and Voice

Adjectives that describe our Brand: • Exciting

Online brand persona and voice • Fun

Online brand and Persona • Boastful

ONLINE BRAND AND PERSONA • Creative

Strategies and tools pAID Every game-day boost the most popular organic post to build hype and excitement. The post must have a minimum organic reach of 100, as well as a minimum of 50 likes and 20 comments. Before every home game, promote the most popular organic tweet. The Tweet must have a minimum of 30 retweets. OWNED Encourage the use of the hashtags #WashWizards and #DCRISING in tweets. Promote the use of these hashtags by retweeting or shouting out a minimum of 2 pieces of user-generated content that include these hashtags. Introduce #wizkid posts to facebook every Friday. This post will shout out a loyal wizard fan and highlight how much we appreciate their support. Earned Monitor twitter for keywords and terms: washington wizards, verizon center, dc rising, and beat ________ (opponent of that week). Extend 55 free tickets to loyal fans, in honor of 55 years since the wizards were founded, over the course of 5 months= show our gratitude.

Strategies and tools EarnedPartner with john wall, the face of the franchise, to co-develop 10 piece video series “Wallstar” to be shared on social channels. Each episode will show wall surprising a fan at his or her home. Fans may enter the contest to be featured in an episode on the website. IF under the age of 18, a parent or legal guardian must enter the contest for you. This video series will promote a loyal fan base and show our appreciation for out dedicated fans. Tools Approved: Hootsuite, kapost and vimeo Rejected tools: N/AExisting subscriptions and licenses: photoshop

Timing and key dates Holiday dates: Internal Events :Valentine’s Day 2/9 Away game @ knicks President’s day 2/11 Away game @ bucks St. Patrick’s day 2/18 Home game vs jazzEaster Sunday 2/19 home game vs Pistons Earth day 2/20 away game @ HeatMother’s day 2/23 home game vs Pelicans Memorial day weekend 2/24 away game @ bullsFathers day 2/26 away game @ 76ers 2/28 home game vs cavaliers 2/29 home game vs 76ers 3/2 away game @ timberwolves 3/4 away game @ cavaliers 3/5 home game vs pacers 3/8 away game @ trail blazers

Timing and key dates Internal events continued: 3/11 away game @ jazz 4/3 away game @ clippers 3/12 away game @ nuggets 4/6 home game vs nets3/14 home game vs pistons 4/8 away game @ pistons 3/16 home game vs bulls 4/10 home game vs hornets 3/17 away game @ 76ers 4/11 away game @ nets 3/19 home game vs knicks 4/13 home game vs falcons 3/21 away game @ falcons 3/23 home game vs falcons ** play-off schedule tbd3/25 home game vs timberwolves 3/27 away game @ lakers 3/29 away game @ warriors3/30 away game @ kings 4/1 away game @ suns

Timing and key dates Player birthdays: Reporting dates:Marcin Gortat 2/17 reporting will occur one a quarterRamon sessions 4/11 in February, march, April, may andDejuan blair 4/22 June. Precise dates tbd. Garrett temple 5/8Otto porter 6/3Bradley beal 6/28

Social media roles and responsibilities

Marketing director: Rebecca win Director of digital media: jacob raim Web/digital media coordinator: brad bobrow Community relations manager: kristen miles Sr. director of communications: scott hall

Social media policy Social media is used to spread washington wizard messages, interact with partners, engage with fans, and share our news, activities, ideas, plans and more. As an employee and representative of the washington wizards, you are expected to demonstrate best practices and a sense of etiquette in your use of social media by abiding by the following: • Be respectful • Employees must clearly brand their online posts associated

with the wizards as personal• Be polite• Act helpful to customers • Be the solution, not the problem • Beware of privacy issues • If you are unsure— ask before you act. The washington wizards strictly enforce these guidelines. If employees violate the social policy, they may be subject to corrective action up to, and including, termination. You may also be subject to legal action. If you have any questions regarding the policy, please contact your manager or the HR department.

Critical response plan Track brand name with hootsuite Scenario 1: inappropriate tweet sent from @Washwizards Action plan1. When tweet is detected:• Take screenshot• Delete tweet • Alert brad bobrow (web/digital media coordinator). If you can’t contact Brad,

alert scott hall (sr. director of communications) 2. Brad and scott discuss severity of incident and evaluate. 3. Brad to develop appropriate follow up tweet, scott to approve. 4. If media has picked up tweet, scott to manage all direct contact. If scott is unavailable, Rebecca (director of marketing) will handle all contact. 5. Brad and scott to find employee responsible for tweet and take disciplnary action if necessary. **nature and messaging of follow up tweet will be developed by brad and scott

Critical response plan Scenario 2: incident involving player (ex: player acts out ) 1. Alert scott hall (sr. director of communications) 2. Scott to evaluate severity of incident and determine if it requires

social media acknowledgement or control 3. If media has picked up on the incident, scott to manage all contact.

If scott is unavailable, rebecca (director of marketing) to handle all contact.

4. Scott to push messaging to social channel where news broke first. Continue to monitor spread of the news to other social channels and push messaging there as necessary.

5. Scott to evaluate need for a longer statement and write one, if necessary.

6. Scott and rebecca to continue to monitoring the situation 7. All other employees should refrain from talking to media

**messaging is circumstance-based

Measurement and reporting results Quantitative kpisReporting period: 3 months Date as of February 6, 2016

Website traffic sources assessment Timeframe: monthly average, November 2015 to January 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 42,000 unique visits +17% growth

23% 4.6%

Twitter 19,200 unique visits +11% growth

9% 2.1%

Measurement and reporting results Social network data Timeframe: as of February 6, 2016

Our social content team has done a great job of curating and creating creative and engaging content. We have already surpassed our goal of increasing visual content by 20% on facebook. traffic to the website has already increased by 14% and we are on track to reach 30%. in just 3 months our twitter following has increased by 3%, or 13,740 followers. We are on track gain 20,000 followers by the end of the 5 month period.

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Facebook https://www.facebook.com/Wizards/?fref=ts

1,290,791+21% growth

140 posts per week

8%

Twitter https://twitter.com/WashWizards

458,000+3% growth

217 tweets per week

2.2%

Measurement and reporting resultsA key tactic to this growth has been our ability our ability to track user-generated content with the #dcrising and #washwizards hashtags and share it on our own networks. The “wallstar” 10 piece video series is very well received within the community and has stimulated positive conversations.

#dcrising hashtag:Between November 1, 2015 and Febraury 6, 2016, the hashtag was mentioned 28,500 times on twitter and 15,300 times on Facebook.#washwizards Between November 1, 2015 and Febraury 6, 2016, the hashtag was mentioned 14,700 times on twitter and 8,600 times on Facebook

Measurement and reporting results Qualitative KPISAn analysis of the interactions on 500 facebook posts and 500 tweets revealed the following:• Positive sentiment from fans after a wizards win. This includes

sharing photos and stories of their experience and an overall sense of excitement for the rest of the season.

• The biggest driver of negative sentiment was related to the wizards playing poorly and pricing of tickets,

Proposed Action items• Continue #dcrising and #washwizards campaign • Continue giving out free tickets to loyal fans who promote the

hashtag up until play-offs • Continue shouting out fans every Friday to show appreciation

for their support

#DCRISING