A Social Media Campaign Ranggin Hedayat May 7, 2014
EXECUTIVE SUMMARY Lakers Care is a community outreach iniAaAve that addresses important social issues such as educaAon, youth and family development, environmental conservaAon and health and wellness. The Lakers support a range of programs and iniAaAves that strive to posiAvely impact children and families, as well as the local environment. This campaign will help build a posiAve image for the Lakers. It is a chance for the team and the players to give back to the community that it so loyal and supporAve. From personal experience, any company that has an iniAaAve that seeks to help the community will automaAcally gain my loyalty. Throughout my lifeAme as a Laker fan, the team has been through its fair share of scandals and downfalls. A social media powered campaign like Lakers Care will not only reestablish the Lakers as a leader in online presence among sports teams, but it will also help clean up their image. 2.
OBJECTIVES This is a list of main objecAves the Lakers hope to achieve from their Lakers Care social media campaign: • Increase number of volunteers by 15% by July 2014 • Increase media impressions by 20% and generate a steady steam of naAonal, local and online media buzz in support of the organizaAon and its goals • Increase social media followers on each of the six plaQorms by 15% by the end of 2015 • Increase website views by 20% in the course of 3 months • Increase fan aSendance and Ackets sold to games by 10% by 2015
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STRATEGIES These are the strategies that will be used to accomplish the objecAves of this campaign: • Promote goodwill and improve team image in the community, as well as amongst compeAtors • Improve or reshape customer aUtudes about the team • Engage a celebrity/Laker player to be the spokesperson for the campaign • Promote the campaign by increasing local news coverage and gain the media’s support • Generate traffic to the team’s social media pages
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TACTICS This is a list of tacAcs to help implement the campaign’s strategies: • Post weekly Youtube videos promoAng the campaign by showing players, along with the help of community volunteers, improving the local environment • Post player profiles on Facebook once a day allowing each player to explain how they help the environment in their daily life and why it is important to them • Appoint Kobe Bryant as the spokesperson because of his mass influence. Post one Vine video each day where Bryant shares a way people can be environmentally conscious in their daily life. These videos will be shared on TwiSer and Facebook as well • Increase awareness by posAng a photo on Instagram three Ames a day and tweeAng at least 5 Ames a day about the campaign and its efforts uAlizing #LakersCare. This will generate traffic to the Lakers’ social media pages • Since this is a very visual campaign using image-‐based persuasion, using Snapchat and its current popularity is a great way to share the story of Lakers Care through the use of photos and videos. Post on the Lakers Snapchat account at least twice a week 5.
SOCIAL MEDIA CALENDAR Lakers Care
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SAMPLE TWEET
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SAMPLE FACEBOOK POST
“During games, I like to use reusable water boSles” – Steve Nash #LakersCare Go to www.LakersCare.com to find out more ways you can help the environment.
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SAMPLE INSTAGRAM POST Kobe works with young parAcipant at the #LakersCare Fitness Event
Lakers Care 9.
SAMPLE VINE
@LAKERS Steve Nash speaks to local students about the importance of staying ac?ve #LakersCare
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SAMPLE YOUTUBE
Lakers’ Players Help Build Playground As Part Of Lakers Care
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SAMPLE SNAPCHAT
PlanAng trees! #LakersCare
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CONCLUSION The Lakers will use six main social media plaQorms to promote their Lakers Care campaign. These six tools will include TwiSer, Facebook, Instagram, Youtube, Vine and Snapchat. Posts will include eco-‐friendly Aps as well as players engaging in acAviAes to help improve the community. The hashtag for the campaign will be #LakersCare. The Lakers hope to raise awareness for their organizaAon and the campaign. They also want to develop a posiAve brand image. This campaign will also help engage fans on social media and influence them to also take part in beSering the community and themselves through Lakers Care. 13.