Michigan #GoBlue Case Study

Goals for #GoBlue • Integrate #GoBlue on the field • Use social media to ignite & engage fans • Listen & analyze • Deliver measureable results • Drive attendance • Plan for possible expansion© 2012 Sports Media Challenge

Where Do They Start?

• Ultra- traditional athletic legacy & fan base • Build advance campaign to announce • Communicate Spring Game only- Internal not regular season Challenges • Create contest to engage fans early & • Coach who refuses to use social media • Approval without personal participation Solutions • No effective monitoring/ measurement system currently used • Partner to apply BuzzMgr tool & personnel • Determine best tactics & timing© 2012 Sports Media Challenge 7

• Stand alone event generates attention over attraction • Eliminate view of #GoBlue as a gimmick • Build ecosystem around it • Solicit media & influential advocate buy-in ahead of time• Extend to online & offline, in-stadium & displaced fans • Contest to incent in advance • Create Twitter ribbon on video board • Widget to highlight fan engagement everywhere© 2012 Sports Media Challenge

Integrated Tactics • On field hashtag • Facebook posts • Email blast • Foursquare checkin • Fan contest • Website • Tweet board • Traditional media outreach • Storify • BTN coverage© 2012 Sports Media Challenge

Results • 3 day contest • 1,169 entries Rules • Follow @umichfootball #GoBlue • Include #GloBlue Win Fan • 10 VIP seats to Spring Contest Practice • 4 scoreboard messages during event • 2 tix to Michigan vs. Michigan State • 1 of 2 $50 Gift cards @Sneaker1Freak I won!!! *does running man* Yeah yeah!! #GOBLUE© 2012 Sports Media Challenge

Smart ListeningWhat we’re fans saying?• Prior to event talking about surprise social initiative & divergence from tradition• Day of conversation switched largely to football• Top 5 themes: – Spring game – Hashtag – Recruits in attendance – Upcoming Football season – Weather© 2012 Sports Media Challenge

Buzz Rating • 9.9 on scale of 0-10 • April 10-16th • Peaked on day of game Where were fans talking? • 87.11% on Twitter Geographic Reach • 39 states & 24 countries BuzzMgr™ Sentiment Stats • 62.7% of Michigan, general sports fans & social media users were positive or vy pos. Searches • 17,518 relevant posts • 5942 on game day Hashtag Potential Reach • 24 hrs Thurs –Friday • 16,148,000 reach • Game day & prior reach significantly larger© 2012 Sports Media Challenge 16

Coverage Drives Fan Engagement BTN Live Coverage: Michigan Spring Practice Avg: 15 TPM 30min before: 5 TPM Telecast 1st 30min: 18.4 TPM 1st 60min: 18.0 TPM Ohio State Avg 10.7 TPM 30min before: 2.5 TPM Telecast 1st 30min: 20.4 TPM 1st 60min: 15.0 TPM© 2012 Sports Media Challenge

Influence Mapping High relevance Leverage High influence Influencers & 1mm followers AdvocatesINFLUENCE @mstatesports A photo of Michigans #GOBLUE hashtag on the field for their spring game today Low relevance 14 Apr 12 This has taken it to a whole other level. We love it. Low influence RELEVANCE© 2012 Sports Media Challenge 18

Next Steps • Listen deeply & consistently • Leverage advocates already identified • Focus on long term relationship building • Engage influencers • Develop social culture within department • Up the game to prove devotion to leadership role • Monetize© 2012 Sports Media Challenge

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Michigan #GoBlue Case Study

by BuzzMgr on Jun 13, 2012

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