Know Your Audience with UFC's Shanda Maloney

Know Your Audience

Shanda MaloneyUFC Social Media Director

About MeBackground:Over 16 years of Sales and Marketing Experience

Work History: Telecommunications

-Comcast | 6 years-Cox | 3 years

Radio-Arizona Lotus Broadcasting | 3

YearsSports

- UFC | 6 years

Follow Me: @UFC_Shanda

Welcome to the UFC

Why Social?

• Just under half of the global populations has access to the internet

• 2/3 of that audience has access to at least one form of social media

Engagement • Don’t be afraid to audit

your content

• Understand what your fans are interested in and what the engage with

• Invite your followers to be part of the conversation

• Ask open ended questions

• Don’t be afraid to ask your audience for feedback

Content Plan• Plan ahead

• What content can you put together to be part of an existing trending topic?

• Is there a pop culture trend you can jump on?

• Celebrate National Holidays

• Create unique content your audience would want to share or engage with

Connect With Your Audience• Identify your brand voice• Be a part of the conversation • Your audience / customers

are likely not expecting a

response• Surprise & Delight when/

where you can

Be Authentic

Who Follows You?• If you are a Verified account,

check to see what other verified accounts are following you

• See who is commenting on your Facebook posts

• There are several analytic tools to help you understand who your audience is and identify influencers

Put Your Tools To Use• Determine what you are

trying to solve for• Are you trying to find

influencers?• Are you trying to

understand what content your audience is engaging with?

• Are you trying to understand your audience demo?

Identify Influencers• 3 months of research

identifying who our

celebrity and influential

followers were• Developed a plan to

engage with them

based on who they had

an affinity towards

The Impact

The ImpactOf the 33k new followers gained during fight week 26k were new followers on fight night.

Of the 82k new Facebook “likes” gained during fight week 60k were new “likes” on fight night.

Rinse & Repeat

• Identify Influencers• Create Content• Engage Audience• Break Records

Hometown Heroes• Paige VanZant is one of the

UFC’s up coming super stars

• She recently competed in Dancing With The Stars coming in 2nd place

• She only has one loss in the UFC and an upcoming fight on Aug 27th Live and FREE on FOX

QUESTIONS?