Social Media StrategyNew England Patriots SA RA H JEA N FI CK ET TFEBRUA RY 20, 201 6

Table of Contents• Executive Summary

• Social Media Audit

• Social Media Objectives

• Online Brand Persona

• Strategies and Tools

• Timing and Key Dates

• Social Media Roles and Responsibilities

• Social Media Policy

• Critical Response Plan

• Reporting Results

Executive Summary

• Our social media goal for 2016 is to continue to build and grow our online presence. We will be more active and engaging with our followers on social media. Our primary goal is to gain more influential followers and boost online traffic to our various networks.

Social Media Audit

Summary: The most interactions on social media are on Instagram. The most shares are on Facebook. We have little to no interactions on LinkedIn. Our presence is limited there and we feel it is unnecessary to remain active on that channel. Our top NFL competitors on social media are the Dallas Cowboys and Seattle Seahawks– who have a strong presence on both Instagram and Twitter.

SocialNetwork

URL Follower CountAverage Weekly

Activity

Average Engagement Rate

#Interactions/ reach

FacebookFacebook.com/

NewEnglandPatriots6,464,276 14 posts 8%

Twitter Twitter.com/Patriots 2.3M 22 posts 5.2%

Instagram Instagram.com/Patriots 1.8M 7 postsAverage interactions/

post = 66,000

LinkedInLinkedin.com/

NewEnglandPatriots7,848 2 posts 0%

Social Media Objectives

• In 2016, our focus is to increase traffic and be more engaging on our most popular social media networks. Currently that means being more present on Facebook, Instagram and Twitter.

• This infographic by StatSocialshows the Patriots at the top of the social media charts for all NFL teams in 2014. Our goal is to remain at the top and continue to build our following.

Online Brand Persona

• Adjectives that describe our brand:

• Unique

• Fun

• Interactive

• Exciting

• When interacting with fans and followers we are:

• Fun

• Friendly

• Interesting

Strategies and Tools

• Boost valuable Facebook content

• Promote our Instagram account with sponsored ads

Paid

• Continue to promote our involvement with the #BestBuddiesFoundation

Owned • Start a giveaway contest: one follower who shares and likes a certain post will win an autographed football from Tom Brady.

Earned

Tools: YouTube, Vimeo, Photoshop

Timing and Key Dates• Holiday Dates

• MLK Day (Long weekend)• Valentine’s Day• 4th of July• Labor Day• Veteran’s Day

• Report Dates• Quarterly reports will be sent out:

• January 1• May 1• September 1 • December 1

Social Media Roles and Responsibilities

SOCI A L MEDI A MA N AG ER: SA RA H JEA N FI CK ET T

MA RK ET I N G DI RECTOR:SPEN SER MORRI S

SOCI A L MEDI A COORDI N ATOR:JODI SH I PLEY

Social Media Policy

• Be courteous • Be professional• Be kind• Be thoughtful• Be appropriate • Be helpful• Be nice to EVERYONE (including the competition)

We do not tolerate unruly, unprofessional behavior on social media. It is our goal to maintain a fun, helpful atmosphere for all of our fans and followers.

Critical Response Plan

• Response:

1. Alert Jodi (Social Media Coordinator) of the situation

2. Jodi will contact Sarah Jean (Social Media Manager)

3. Sarah Jean will alert Alex (Media Relations Manager) to get further instructions

4. Alex will release a statement to the media and provide guidance on how to respond to the incoming tweets and accusations.

5. Continue to monitor all social media networks and inform your direct superior (Jodi) of any updates.

Scenario: An alleged scandal has been aired on the news and followers are tweeting hundreds of messages to our Twitter account asking about it.

Measurement and Reporting

Social media interactions have increased exponentially. Our Instagram and Facebook followers have both increased by nearly 100k. Our team has been using more visual graphics and videos to interact with followers. We have increased our overall following by 6%. As expected, our following on LinkedIn has not changed. Our top priorities will remain with Facebook, Twitter and Instagram.

SocialNetwork

URL Follower CountAverage Weekly

Activity

Average Engagement Rate

#Interactions/ reach

FacebookFacebook.com/

NewEnglandPatriots7,652,015

+4% growth20 posts 9%

Twitter Twitter.com/Patriots2.4M

+1% growth30 posts 7%

Instagram Instagram.com/Patriots2M

+2% growth7 posts

Average interactions/post = 80,000

LinkedInLinkedin.com/

NewEnglandPatriots7,848

(No change)2 posts 0%

Go Pats!

Follow us!Facebook: NewEnglandPatriotsTwitter: @PatriotsInstagram: @Patriots