Social Media Case Study : Kalinga Lancers ( HIL Team ) Facebook Campaign by Prelude Digital

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'Kalinga Lancers' , is the Odisha based 6th Hockey India League 2014. It is promoted by Odisha Sports Development and Promotion Company (OSDPC), jointly owned by Odisha Industrial Infrastructure Development Corporation (IDCO) and Mahanadi Coalfields Limited (MCL) franchisee to make its debut in the Hero

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Social Media Case Study : Kalinga Lancers ( HIL Team ) Facebook Campaign by Prelude Digital

  1. 1. Facebook Campaign 11th Jan – 18th Feb 2014 www.facebook.com/thekalingalancers
  2. 2. About Kalinga Lancers 'Kalinga Lancers' is the 6th franchise to make its debut in the Hero Hockey India League 2014.Kalinga Lancers (abbreviated as KL) is a field hockey team based in Bhubaneswar, Odisha. It is promoted by Odisha Sports Development and Promotion Company (OSDPC), jointly owned by Odisha Industrial Infrastructure Development Corporation (IDCO) and Mahanadi Coalfields Limited (MCL). HEAD COACH : Terry Walsh CHIEF MENTOR : Dillip Tirkey
  3. 3. Scope of Work Building Strategy Implemen- tation Measures & Reports Campaign Design
  4. 4. FACEBOOK PAGE PERFORMANCE REPORT Kalinga Lancers
  5. 5. The official Page
  6. 6. Target Audience Since KALINGA LANCERS is a Odisha based team the targeted audience were mainly people living in Odisha , Odia’s living outside Odisha , Hockey Enthusiasts , Away Match Cities .
  7. 7. Fans Total No. Of Fans - 40,000 and counting
  8. 8. Reached Our page and its posts have reached 8.3 Million people during the campaign
  9. 9. Competitor Engagement Comparison KALINGA LANCERS engagement during the campaign was more than the other HIL teams and also the Official Page of Hockey India
  10. 10. Some Stats Total fans 40000 Fan reached 95% Impressions 8.2M Posts 300 Comments 1.7K Shares 850 Likes 16K
  11. 11. Fan Source 22% 20% 19% 40% 0% 10% 20% 30% 40% 50% ads like_story mobile_ads Other Fan source Fan source
  12. 12. Fan Reach 0 50000 100000 150000 200000 250000 Paid reach Viral reach Organic reach Organic reach 33,085 Viral reach 726,250 Paid reach 363,479 of fanbase 95% of fanbase 2,096% of fanbase 1,049%
  13. 13. Page Visits 0 200 400 600 800 1000 1200 1400 0 500 1000 1500 2000 2500 3000 Unique daily page views Daily page views Daily visitors 28K Page views 526
  14. 14. Fan Demographic Male 91% Female 9% + 15% 58% 14% 2% 1% 0% 0% 2% 5% 1% 0% 0% 0% 0% 70% 60% 50% 40% 30% 20% 10% 0% 10% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Female Male
  15. 15. INTERACTIONS Our page and its posts have generated 233,799interactions
  16. 16. Points To Look Out • Odisha had Highest viewership of HIL on Star Sports Source : Star Sports ( Kalinga Lancers was a Odisha based team ) •Online ticket promotion was well received by fans which resulted in the FULL HOUSE at the kalinga stadium in all the matches •More than 20 winners were announced since the beginning of the tournament till the end. •81%% of the fan-base are in the age group of 13-24 in the facebook page
  17. 17. Page Contents A content (posts) category list was prepared the page  Player Profiles  Contests  Fixtures  Promotional Events & Activities  Realtime Match Updates  Exclusive Match Pictures ( 1st on Net )  Fan Pictures
  18. 18. POSTS Player Profile Posts
  19. 19. Player Info Posts
  20. 20. Player Info Post Interaction
  21. 21. Contests
  22. 22. Contests
  23. 23. Contest Winners
  24. 24. Match Schedule/fixture Posts
  25. 25. Match Schedules/Fixtures Post
  26. 26. Interaction & Reach
  27. 27. Interaction & Reach
  28. 28. Promotional Events/Activities Posts
  29. 29. Promotional Activities
  30. 30. Promotional Activities
  31. 31. Launching Event Posts
  32. 32. Star Sports Photoshoot Post
  33. 33. Real-time match updates
  34. 34. Real-time Match Updates
  35. 35. Real-time Updates
  36. 36. Match sentiment ( Victory & defeat posts)
  37. 37. Victory Moments
  38. 38. During Defeat- Motivational Posts
  39. 39. Highest Interaction Moments
  40. 40. post match
  41. 41. POST MATCH
  42. 42. Fan /crowd posts
  43. 43. Crowd Posts
  44. 44. Other posts
  45. 45. Other Posts
  46. 46. Other Posts
  47. 47. GLOSSARY Reach The number of people who have seen any content associated with our Page The proportion of Reached Users that have engaged with our posts = Engaged Users/Reached Users x100 Engaged Users The number of people who engaged with our Page and its content. Engagement includes any click. Consumers The number of people sharing viral stories on Facebook about your page. These stories include liking, commenting on or sharing one of our Page posts, amongst others interactions. It also include becoming a Fan of our Page. The number of engaged users who clicked on any of our content without generating a story.It happens when they click to view a picture, watch a video or click on a link for example. People Talking About This Engagement Rate
  48. 48. Virality The proportion of Reached Users that have generated viral visibility (=stories) with our Posts = PTAT/Reached Users x100 Virality Rate The number of people who saw our Page or one of its posts from a story published by a friend. GLOSSARY
  49. 49. We are a breed of wacky people with an addiction towards 'SOCIALMEDIA' . We are Prelude Digital , a digital media agency with a flair for design & strategy. We walk into the office with a smile and walk out with an even bigger smile! Don’t ask what happens while we’re in here! ;) We catch your target audience on the go with innovative, quirky & some really exciting strategies which would thereby keep your fans/Clients engaged, informed and raring for more. With our team of maverick designers and digital Da Vincis, we create online destinations that speak volumes for your brand. About Us Who We Are ? How we do it ?
  50. 50. THANK YOU  We would love to meet you and explore opportunities together Phone: Pratik :+91 7381088846 pratik@preludelive.com www.preludedigital.com @Prelude_Digital /PreludeDigital

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