Were the Avengers a real team, were I actually their social media manager, this is what I came up with for a social media strategy in order to create the best brand image for the team as possible. PUR 3622 Project 1.

1. Marvel’s Avengers
CREATED BY: GINA “MRS. CAPTAIN AMERICA” GONZALEZ
Social Media
Strategy
Yes. This was approved.

2. Table of Contents
1. EXECUTIVE SUMMARY………………………………………......3
2. SOCIAL MEDIA AUDIT………………………………………….....4
3. SOCIAL MEDIA OBJECTIVES…………………………….........7
4. ONLINE BRAND PERSONA AND VOICE…………………….8
5. STRATEGIES AND TOOLS…………………………………………10
6. TIMING AND KEY DATES………………………………………….11
7. SOCIAL MEDIA ROLES AND RESPONSIBILITIES……….12
8. SOCIAL MEDIA POLICY…………………………………………….13
9. CRITICAL RESPONSE PLAN……………………………………….14
10. MEASUREMENT AND REPORTING RESULTS……………16

3. Executive Summary
MAJOR SOCIAL MEDIA
GOAL FOR 2016 IS TO
IMPROVE THE
COMMUNICATION
BETWEEN THE
COMMUNITY AND THE
HEROES ULTIMATELY
IMPROVING THE TRUST
BETWEEN BOTH
GROUPS.
• This will be accomplished the
following ways:
• Have all team members follow the social
media policy for both team and personal
pages
• Social media director, manager, and
coordinator will over see and approve all
social media posts
• They will also be responsible for official
statements and press conference speeches
• The team’s continuous heroic action will be
published in the best light for everyone to
see the good being done for the citizens

4. Social Media Audit
• Social Media Assessment
Social Network URL Follower Count Average
Weekly
Activity
Facebook https://www.facebook.
com/avengers/?fref=ts
14,583,475 3.2 posts/wk
Twitter @Avengers 1.84 M 9.6 posts/wk
Instagram @AvengersUnite 71.4 K .98 posts/wk

5. Social Media Audit (Continued)
• Audience Demographic Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary Need
< 10 82% M 18% F NA NA NA
10-19 74% M 26% F Instagram Twitter Entertainment
20-29 43% M 57% F Facebook Instagram Network
30-39 49% M 51% F Linked In Facebook Business
40-49 54% M 46% F Linked In Facebook Business
50-59 59% M 41% F Facebook Linked In Network
60+ 63% M 37% F Twitter Facebook Entertainment

6. Social Media Audit (Continued)
• Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Justice League https://www.facebook.co
m/JusticeLeague/?fref=ts
Believe in the team
before the
individual
Naïve about the
good in human
nature
The X-Men @X-Maniac Super human
powers with
unknown origin
Ignorant about the
good in human
nature
Watchmen @Watchmen Super powerful
team of individuals
Divided in their
beliefs of right and
wrong

7. Social Media Objectives
• Overall Goal:
• To brand the Avenger team as a community necessity that allows every
citizen to feel safe during every day life knowing there is a powerful team of
super human talent and skill looking out for the best interest of humanity.
• Social Media Objectives to support goal:
• Increase followers on every social media account by 20% in 5 months
• Increase weekly social media engagement by 10%
• Have team members keep personal pages updated and active
• KPI’s
• Overall number of followers
• Followers lost vs. followers gained
• Community support

8. Online Brand Voice and Persona
ADJECTIVES THAT DESCRIBE
OUR TEAM
WHEN INTERACTING WITH
THE COMMUNITY WE ARE
• Fierce
• United
• Heroic
• Strong
• Willing
• Approachable
• Leaders
• Always willing to do what is right

9. Online Brand Voice and Persona (Continued)

10. Strategies and Tools
STRATEGIES TOOLS
• Paid:
• Post a sponsored tweet about the latest
Avenger achievement
• Post a sponsored Instagram with the
team in action
• Owned:
• Encourage the use of
#CaughtInAvengerAction so witnesses
can provide free positive publicity when
the team is doing their job
• Earned:
• Create “Avenger for a Day” award for
young students nominated by their
teachers and coaches for demonstrating
exemplarily leadership skills
• Approved:
• Hootsuite for automated updates
• Multiple marketing team members
• Photographers to perfectly capture the
best moments
• Rejected:
• Strapped on GoPro

11. Timing and Key Dates
IMPORTANT HOLIDAYS COMMUNITY EVENTS
• Independence Day / Captain
America’s Birthday – July 4
• Avengers Anniversary –
November 15
• Mother’s Day/Father’s Day
• Honor your first team
• Avenger for a day – June 6
• Monthly Press Conferences
• First of every month
• Professional Sport Cameos
• Super Bowl
• NBA Championship Game

12. Social Media Roles and Responsibilities
• Social Media Director: Pepper Potts
• Responsible for final approval of
• Campaigns
• Budget
• Strategies
• Social Media Manager: Nick Fury
• Deals with day-to-day execution of
social media strategy
• Social Media Coordinator: Agent
Maria Hill
• Responsible for all social media pages
• Must monitor each page’s engagement
Coordinator
Manager
Director

13. SOCIAL MEDIA IS OUR
MAIN FORM OF
COMMUNICATION WITH
THE COMMUNITY AND
ALLOWS EVERYBODY THE
CHANCE TO HAVE DIRECT
CONTACT WITH THE
HEROES.
• Proper grammar is encouraged
though not mandatory for all social
media posts
• There shall be no foul language
• There are bound to be people who
disagree with our opinions, do not
instigate a fight/do not participate in a
fight that was instigated
• Unsure if something is social media
acceptable? Run it by our coordinator
(Agent Hill)
Disclaimer: Heroes are held to a
higher standard in everyday life and
should continue to be held to such a
standard in social media interaction.
The following rules must be
followed. Violations will be handled
on a case by case basis.
Social Media Policy

14. Critical Response Plan
• SECENARIO 1: Iron Man insults somebody’s intelligence
1. Determine what comment was made and to whom
2. Offer a sincere apology from Iron Man and the rest of the team
• Make sure they understand one member’s opinion is not the opinion of the team
3. If comment was made online, delete immediately
4. If media picked up on the inappropriate statement, Director Pepper Potts is
to handle all direct contact and official statements on Iron Man’s behalf
5. Director is also to decide if disciplinary action is required
• Can include anger management classes, extra volunteer work, guest appearances at
elementary schools

15. Critical Response Plan (Continued)
• SECENARIO 2: Hulk smashes through building or other structure
1. Inspect the damage thoroughly
2. Immediately notify the proper authorities to evacuate the building if
necessary and clear surrounding area
3. Set up a press conference to allow Mr. Banner to apologize to the public
and inform them of his “generous donation” to help rebuild said structure
4. Mr. Banner shall attend the grand reopening of said structure when it is
completely finished
5. Progress photos of the structure rebuild will be posted periodically on the
team’s official Twitter and Instagram pages

16. QUANTITATIVE KPI’S
Reporting Period: 3 Months
Data as of November 1, 2015
Measurement and Reporting
WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume % of overall traffic Conversion Rate
Facebook 7344 unique visits
+ 7% growth
39% 1.9
Twitter 5430 unique visits
+ 3.1% growth
29% .98
Instagram 5982 average likes
+ 5% growth
32% 1.2

17. Measurement and Reporting (Continued)
SOCIAL NETWORK DATA
Social
Network
URL New Follower
Count
Average
Weekly
Activity
Engagement
Rate
Facebook https://www.faceboo
k.com/avengers/?fref
=ts
15,132,701 5.1 posts/wk 8%
Twitter @Avengers 2.01 M 10.4 posts/wk 6%
Instagram @AvengersUnite 79.8 K 1.12 posts/wk Average likes
per post =
32,490

18. Measurement and Reporting (Continued)
• Overall Result Analysis:
• We have increased the amount of followers and engagement on all social
media pages
• The hashtag #CaughtInAvengerAction has turned into a fad/challenge with
people of all ages to get the best Instagram picture
• Witnesses are going out of their way to catch the heroes in action and put it on their
personal social media pages
• We will soon be implementing a weekly shoutout to the user with the best picture of the
week
• Future Plans of Action:
• We are preparing to continue our social media activity and move to LinkedIn
• Our mission statement and strategy will be decided in the coming months
• Keep your eyes peeled for the new hashtag we will be implementing -
#AvengeForMeAvengeForYou

19. Marvel’s Avengers Social
Media Strategy
CREATED BY GINA GONZALEZ