3 OPPORTUNITIES TO

GROW AUDIENCE & COMMUNITY ENGAGEMENT

ADRIENE BUENO

linkedin.com/in/adrienebueno

youremail@gmail.com

123-456-7890

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Anthony Caponiti

“Our goal is to fuel the rising tide of sports media and content consumption”

CEO

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In this deck, I’m going to walk through 3 ways Hashtag Sports can drive more audience growth and community engagement across channels to support programs, the newsletter, social content, and future lines of revenue.

HOW CAN WE FUEL THE RISING TIDE OF HASHTAG SPORTS?

1. Optimize LinkedIn SEO content to expand online reach

2. Increase newsletter subscriber conversion rates for new visitors

3. Build out referral program for upcoming events

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OUR CONTENT ISN’T GETTING THE REACH IT DESERVES

PAIN POINT #1

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OUR LINKEDIN CONTENT ISN’T GETTING THE REACH IT DESERVES

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LOW VIEWS

436 VIEWS PER POST ON AVERAGE*

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2

LOW LIKES

7.7 LIKES PER POST ON AVERAGE*

3

LOW COMMENTS

.9 COMMENTS PER POST ON AVERAGE*

HASHTAG SPORTS�LINKEDIN FOLLOWERS: 2.6K

* AVERAGE BASED ON PUBLICLY AVAILABLE DATA ON HASHTAG SPORTS’ LINKEDIN PAGE PAST 10 POSTS

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DESPITE THOSE STATS, LINKEDIN IS (STILL) THE BEST PLACE TO POST CONTENT

6 out of 10 users actively look for industry insights

4 out of 5 people on LinkedIn “drive business decisions”

Engagement has increased 50% year over year

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HOW DO WE IMPROVE?

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USE RESULTS DRIVEN HEADLINES

• DATA STUDY BASED ON 10M POSTS DETERMINED:
• TOP 3-WORD PHRASES: “X WAYS TO”, “THE FUTURE OF”, & “X THINGS YOU”
• OPTIMUM HEADLINE LENGTH: 10 WORDS

2

DO NOT ADD LINKS TO POSTS

• LINKEDIN PENALIZES POSTS THAT ARE NOT NATIVE TO THE PLATFORM
• ADD EXTERNAL, NON-LINKEDIN LINKS TO THE COMMENTS SECTION (NOT THE POST BODY)

3

ADD CAPTIONS TO VIDEO CONTENT

• 57% OF LINKEDIN TRAFFIC IS MOBILE
• 92% OF MOBILE USERS HAVE THEIR AUDIO MUTED

4

ALWAYS INCLUDE 3 HASHTAGS

• TARGET THE RIGHT PEOPLE WITH THESE HASHTAGS:
• #SPORTS (52K FOLLOWERS)
• #SPORTSBUSINESS (32K FOLLOWERS)
• #SPORTSMARKETING (26K FOLLOWERS)

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INCLUDE A CALL TO ACTION

• ADD CTA’S TO BOOST VISIBILITY FOR:
• AWARENESS - WHO WE ARE? WHAT’S COMING UP?
• ENGAGEMENT - SHARE YOUR POV & KNOWLEDGE
• ACQUISTION - JOIN OUR NEWSLETTER. FOLLOW US.

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MAKE VIDEOS LESS THAN 1 MINUTE

• LONGER CONTENT TENDS TO PERFORM WORSE
• KEEP LESS THAN A MINUTE TO MAXIMIZE WATCH TIME

SOLUTION: OPTIMIZE LINKEDIN CONTENT

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This experiment showcases how LinkedIn rewards posts that remain native to the platform and punishes posts that promote leaving the platform.

EXAMPLE: MAXIMIZED LINKEDIN SEO

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MAKE IT EASIER TO JOIN THE NEWSLETTER

PAIN POINT #2

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MAKE IT EVEN EASIER TO JOIN THE NEWSLETTER

CURRENTLY WE HAVE 15K NEWSLETTER SUBSCRIBERS

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1

ADD A TIMED POP-UP OPTIN TO WEB

THERE’S AN AVERAGE OF A 40-60% BOUNCE RATE ON CONTENT WEBSITES’ HOME PAGES - BY IDENTIFYING WHEN NEW SITE VISITORS ARE ABOUT TO LEAVE, TRIGGER AN EMAIL OPTIN POPUP

2

IMPLEMENT A COLUMN BANNER

INCLUDE A FROZEN SCROLL COLUMN INCLUDING NEWSLETTER SIGN UP INFORMATION ON THE HOME PAGE

3

AUTOMATE THE SHARABILITY FACTOR

CREATE A WAY TO MAKE IT SUPER EASY TO SHARE THE NEWSLETTER AND SAVE TIME FOR EVERYONE

HOW DO WE IMPROVE?

SOLUTION: CREATE SEAMLESS TOUCHPOINTS FOR ACQUISITION

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OPPORTUNITY:

CURRENTLY WHEN EXISTING SUBS TRY TO SHARE THE NEWSLETTER WITH OTHERS THEY GET SENT TO THE ORIGINAL SIGN-UP LANDING PAGE.

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THIS CAUSES PRODUCTIVITY DELAYS AS IT MANUALLY MAKES SUBS COPY AND PASTE THE LINK. WE ALSO LOSE CONTROL OF MESSAGING.

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SOLUTION:

AUTOMATE A PRE-FILLED WIDGET.

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WITH THE SUB’S EMAIL, BRAND MESSAGING, AND CUSTOMIZED LINK TRACKER AUTOMATED, WE’LL SIMPLIFY THE PROCESS FOR SUBS AND PROSPECTS, AND GAIN CONTROL OF OUR BRAND POSITIONING & VALUE-ADD.

EXAMPLE: MAKE IT SUPER EASY TO SHARE

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NOT ENOUGH PEOPLE KNOW ABOUT HS20

PAIN POINT #3

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NOT ENOUGH PEOPLE KNOW ABOUT HASHTAG SPORTS 2020

WHILE 1.2K ATTENDEES PLAN TO ATTEND HS20, THIS NUMBER CAN GROW FURTHER FASTER

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INFLUENCERS

ACTIVATE WITH PARTNERS, SPEAKERS, & INFLUENTIAL BUSINESS PROFESSIONALS

ENGAGE BLOG & SOCIAL

BUILD AWARENESS AND REHEAT CONTENT VIA OWNED CHANNELS

EMAIL

TARGET OUR LOYAL, NYC SEGMENTED AUDIENCE VIA A CAMPAIGN SEQUENCE

WEBSITE

CREATE A DEDICATED PROGRAM PAGE WITH INFO, BEYOND THE FAQ SECTION

HOW DO WE IMPROVE?

SOLUTION: BUILD OUT REFERRAL PROGRAM

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WHY? BECAUSE REFERRALS WORK

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83% of consumers trust referrals from people they know – Nielsen

Word-of-mouth is directly responsible for 20-50% of purchase decisions – McKinsey

Referred leads have a 16% higher lifetime value, convert 30% better, and have a 37% higher retention rate than other leads – Invesp

82% of Americans seek recommendations when planning a purchase – Ambassador

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EXAMPLE: REFERRALS & REWARDS

SHOW INVITE LINK AFTER PURCHASE

PROVIDE EXCLUSIVE HS20 EVENT EXPERIENCES AS A REWARD

ENCOURAGE SOCIAL GIFTING TO A CAUSE (A DOUBLE SIDED INCENTIVE)

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I HAVE A PROVEN RECORD OF SUCCESS WITH THE FOLLOWING:

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• REBRANDED THE NBA G LEAGUE IN PARTNERSHIP WITH GATORADE AT 300% EFFICIENCY ACROSS ALL 30 NBA TEAMS, 27 G LEAGUE TEAMS, & 18 PARTNERS THROUGH 6 PRESENTATION ROLL-OUTS

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• GREW PROFESSIONAL FOOTBALL PLAYER’S TIKTOK ACCOUNT FROM 0-50K FOLLOWERS WITHIN 10 WEEKS WITH TESTED CONTENT MARKETING STRATEGIES

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• INCREASED EA SPORTS’ FIFA 20 SUBSCRIBER ENGAGEMENT BY 69% YOY COMPARED TO FIFA 19 VIA CROSS-FUNCTIONAL MARKETING ACTIVATIONS

WHY IS ADRIENE THE PERFECT FIT FOR HASHTAG SPORTS?

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WHAT OTHERS HAVE TO SAY

KELLEN WILLIAMS

DIRECTOR OF BRAND PARTNERSHIPS

CMS SPORTS & ENTERTAINMENT

“A PACESETTER WHO THOUGHTFULLY LEADS WITH CREATIVITY AND INNOVATION, ADRIENE IS THE RESULTS-DRIVEN TEAM PLAYER YOU NEED TO EFFECTIVELY CONNECT WITH AND GROW YOUR TARGET AUDIENCES.”

“ADRIENE IS ONE OF THE MOST VERSATILE PROFESSIONALS I’VE EVER WORKED WITH. SHE HAS DEVELOPED A UNIQUE VARIETY OF SKILLS THROUGH HER WIDE RANGE OF EXPERIENCES ACROSS SPORTS AND MEDIA.”

MELCOLM RUFFIN

HEAD OF ATHLETE CONTENT STRATEGY

CAA

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LET’S CHAT

INTERESTS: Chelsea Market’s atmosphere, taste testing tacos in new cities I visit (Los Tacos No. 1 is my NYC favorite), business books (Phil Knight’s Shoe Dog), Marvel movie marathons, Spotify podcasts, running, and PAC-12 basketball/football

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SOURCES

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• https://www.linkedin.com/company/hashtag-sports/
• https://blog.hootsuite.com/linkedin-statistics-business/
• https://www.linkedin.com/posts/fabiomarrama_top-linkedin-headlines-over-10-million-activity-6692538125383806976-8yfb
• https://velocitize.com/2020/03/13/sound-off-how-to-create-mutable-marketing-videos-and-why-you-should/#:~:text=Consequently%2C%20several%20popular%20browsers%20have,users%20turn%20media%20sound%20off
• https://www.crazyegg.com/blog/why-users-leave-a-website/
• https://www.saasquatch.com/blog/rs-17-referral-marketing-statistics/#:~:text=It%20should%20come%20as%20no,are%20should%20be%20today's%20takeaway.&text=Not%20only%20does%20a%20referral,and%20helps%20retain%20existing%20customers.
• https://referralrock.com/blog/customer-referral-program-ideas/
• https://www.buyapowa.com/blog/referral-program-examples/

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