Combined on-sight, online and social media in one placeIncluded all three groups of people
KUSports.com analytics date back to 1998, but our social media data is barely a year old.
Three daily social media prizes, but thousands of followers and hashtag uses. Most of the people who won didn’t know we were holding a contest.Our competitor, KU Athletics, does not @ mention or interact with fans. We provide that encouragement and appreciation to our fans.
To grow our Facebook community by 20% in a month, we needed to gain 20 fans a day. By the end of the Big 12 tournament we needed 160 new fans to stay on track. We easily achieved that goal without any giveaways or promotions (a violation of FB TOS). By the halfway mark, we were over half way to our goal.
To set a benchmark for interactions, we just let it happen to see what fans would naturally do. Interactions over the Big 12 Tournament week jumped 99% and were up nearly 300% for the first week of the NCAA Tournament. Once post-season is over, we’ll average those days out and aim to increase that by 20% in 2011.
The media consumption is a newer tool to Facebook insights. According to this tool, we had zero photo views, video plays or audio plays during the 2009 tournament… so anything was an improvement. We posted 34 pieces of content ourselves that ended up with 473 views or plays. Traditionally KUSports.com photo galleries are extremely popular, so throughout the NCAA Tournament we’ve been replicating the same game photo galleries on our FB page to good results. Video plays were more successful when they were not promotional content from us, but stuck to game and player analysis.
The amount of traffic on KUSports.com is huge for a niche site. Last year we had over 66 million page views, so we know that social media will never be a major contributor, but we can grow referrals as much as possible. So it’s encouraging to see our weekly average of referrals is up over 100% this year thus far, and our actual tournament referrals are up 353%. A lot of this can be attributed to the growth of Facebook in 2009, but our effort on social media has increased, too. Additionally, uniques visitors to KUSports.com jumped a bit – however it appears that most of our fans on Facebook are already loyal site visitors. Audience loyalty is important on Facebook. If that number decreases next year, we aren’t doing something right. Overall we’re please with our Facebook growth, but we think we can do more with content now that we can monitor video plays and photo galleries. In fact, we’ll be offering content sponsorships and themes to potential sponsors/advertisers coming this football season.
Twitter is tougher. We’re still growing, but not as quickly as we’d like. We need about 30 new followers a day and we’re averaging 27.7. In order to make our goal, I think we’ll be relying on KU to make a Final Four or national title run in this year’s tournament… because the better the Jayhawks do, the better we do.
The hashtag that we created is #kubball, and it’s the primary tag we use in our tweets. From time to time we’ll add in others like #big12 or #sherroncollins. This graph shows the use of the #kubballhashtag from the start of conference play on. The late season boost is astonishing – especially on senior night, which, to date, is still the highest amount of #kubball uses we’ve seen. We encourage hashtag use because we put a TweetGrid on our home page during games, so anyone who uses it will show up on KUSports.com. We also used that same TweetGrid on a giant monitor at our tent at the Big 12 Tournament. That attracted attention and led to some Twitter follows and sign ups.
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World Company Case Study:<br />KUSports.com at the Big 12 Tournament<br />The World Company | www.ljworld.com | firstname.lastname@example.org | @WorldCoSocial<br />
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We needed to develop a social media template for events.<br />A formalized process<br /><ul><li> Starting point for any type of project