Providing a strategy for the social media policy of the Chicago Bulls during their 2015-2016 season.

1. Social Media
Strategy

2. ¡ Executive Summary
¡ Social Media Audit
§ Social Media Assessment
§ Traffic Sources Assessment
§ Customer Demographics Assessments
§ Competitor Assessment
¡ Social Media Objectives
¡ Online Brand Persona and Voice
¡ Strategies and Tools
¡ Timing and Key Dates
¡ Social Media Roles and Responsibilities
¡ Social Media Policy
¡ Critical Response Plan
¡ Measurement and Reporting Results
TABLE OF CONTENTS

3. ¡ Social Media Goals
§ Increase traffic to Social Media sites
§ Encourage interactivity between the organization and its fans
¡ Social Media Strategies
§ Have a distinct online voice that fans can identify with
§ Establish player-fan relationships through Social Media interactivity
EXECUTIVE SUMMARY

4. ¡ The following is an assessment of all official Chicago Bulls
social media profiles. It includes reports of Social Media
ratings, traffic, fan demographics, and an analysis of other
NBA team’s social media presence.
SOCIAL MEDIA AUDIT

5. ¡ Social Media Assessment
§ An overwhelmingly greater population of fans interact via Facebook
compared to Instagram and Twitter. Going forward, we should aim to
increase interactivity on the platforms with smaller interactions.
SOCIAL MEDIA AUDIT
Platform Followers/Likes Average Weekly
Activity
Average
interactions per
week
Facebook 18.77 Million 3 Posts per day Approx. 550,000
Twitter 2.89 Million 7 Tweets per day Approx. 50,000
Instagram 2.5 Million 2 Posts per day Approx. 50,000
*statistics exclude game days due to frequent posting of game updates

6. SOCIAL MEDIA AUDIT
Platform Volume % of Overall Traffic Conversion Rate
Twitter 10,000 unique
visits
4% 1.2%
Facebook 100,000 unique
visits
20% 5.1%
Instagram N/A N/A N/A
Information was unavailable from Instagram, however we are able to tell
that a majority of traffic to the official website comes from Facebook. Going
forward, it is advised we advertise website-exclusive content on Twitter
more frequently.
Traffic Summary

7. Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Do you
follow/like
us online?
What would
you like to
see from us
online?
45% 18-30
35% 31-40
15% 41-55
5% 56-80
57% Male
43% Female
55%
Facebook
20% Twitter
10%
Instagram
15% N/A
35%
Instagram
30% Twitter
20%
Facebook
75% Yes
25% No
Personal
interactions
with fans
from players
SOCIAL MEDIA AUDIT
Audience Demographics Assessment
Survey distributed in exchange for free concession item. Total responses: 2,500

8. Competitor Social Media
Profile
Strengths Weaknesses
Miami Heat Twitter Videos of player
interviews, training
camp footage
No response to fan
interactions
Toronto Raptors Facebook Features content
created by players
instead of staff
No response to fan
interactions
Indiana Pacers Instagram Exclusive behind
the scenes content
No response to fan
interactions
SOCIAL MEDIA AUDIT
One overwhelming strength of our competitors is their use of
exclusive content, however one common feature between most
professional sports organizations is their lack of direct interaction
between the team and its fans.

9. ¡ The main social media objective of 2017 is to increase
interactivity between the team and its fans, aiming to increase
traffic towards our sites.
¡ Specific Objectives
§ Increase traffic to the official Chicago Bulls website by 20% through
social media promotion
§ Increase mentions on Twitter through personal interactions between
fans and players in an effort to expand the Bulls presence on Twitter.
SOCIAL MEDIA OBJECTIVES

10. ¡ Our brand is to be described as:
§ Bold
§ Confident
§ Persistent
§ Team-based
§ Fun
¡ When interacting with fans, we are:
§ Enthusiastic
§ Positive-minded
§ Championship oriented
ONLINE BRAND PERSONA AND VOICE

11. ¡ Strategies
§ Paid: Advertise Social Media accounts on Dunkin’ Donuts Coffee and
other partner products
§ Owned: Promote #Bulls to be used on Social Media on hard copy
tickets, flyers, and on video boards during the game
§ Earned: Conduct contests during timeouts, halftime, and commercial
breaks to give fans opportunities to win tickets, money, or other
prizes.
¡ Tools
§ Approved: N/A
§ Rejected: N/A
§ Existing Licenses: Photoshop, Adobe Premiere
STRATEGIES AND TOOLS

12. ¡ Holiday Dates
§ Veteran’s Day, November 7th vs. Minnesota
§ Christmas Game, December 25th @ San Antonio Spurs
§ New Years Eve, December 31st vs. Milwaukee Bucks
§ Valentines Day, February 10th vs. Atlanta Hawks
¡ Internal Events
§ Opening Night October 27th vs. Cleveland Cavaliers
§ Social Media Night December 10th vs. L.A. Clippers
TIMING AND KEY DATES

13. ¡ Social Media Coordinator – Samantha Brown
¡ Director of Digital – Dan Moriarty
¡ Senior Product Manager – Matt Moreno
¡ Digital Content and Social Manager – Luka Dukich
SOCIAL MEDIA ROLES AND
RESPONSIBILITES

14. ¡ We use social media to interact, entertain, and ultimately
attract fans to attend games and be a part of the Chicago
Bulls culture. To protect this, we expect all Social Media
contributors to follow these guidelines:
§ Be respectful to fans and members of other teams
§ Do not trash talk on social media
§ Treat fans as family
§ Use common sense
§ While remaining competitive, be humble.
SOCIAL MEDIA POLICY

15. ¡ When inappropriate content is detected:
§ Take screenshot
§ Delete post
§ Alert Luka Dukich immediately
§ Appropriate follow-up post will be created if necessary
§ Dan Moriarty will be contacted to see if disciplinary action is
necessary
CRITICAL RESPONSE PLAN

16. ¡ Website Traffic Sources Assessment
MEASUREMENT AND REPORTING
Although Facebook is
our most popular
platform, it
experiences the most
growth and largest
support compared to
all other official
Chicago Bulls
platforms.