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Kusportscombig12tournament 100328152840 Phpapp01
 

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  • 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.

Kusportscombig12tournament 100328152840 Phpapp01 Kusportscombig12tournament 100328152840 Phpapp01 Presentation Transcript

  • World Company Case Study:
    KUSports.com at the Big 12 Tournament
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • We needed to develop a social media template for events.
    A formalized process
    • Starting point for any type of project
    • Determining goals
    • Knowing what works (and what doesn’t)
    • Documenting growth
    • Understanding reach & influence
    • Organizing = monetizing
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • Amount of KUSports.comFacebook fans in Kansas: 56%
    KUSports.com 2010 Statistics*
    • 1.4 million pageviews/month
    • 330,000 uniques/month
    • @KUSports 4,800 followers
    • Facebook page at 3,100 fans
    • @KUSports is No. 1 Twitter account for KU basketball
    • LJWorld & KUSports are No. 1 mainstream news sources
    *Influence data from Radian6
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • Three full days on-site promoting KUSports.com & social media.
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • This is our year to set social media benchmarks.
    Social Media Goals
    • Grow Facebook & Twitter following by 20% over 30 days
    • Increase usage of #kubball
    • Get more unique Tweeters using #kubball
    • Set benchmarks: referrals, interactions, growth
    KUSports.com Goals
    • Increase content creation and submission
    • 50% increase in NCAA Tournament bracket participation
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • Free stuff + Jayhawks + Personal Attention = Happy Fans
    Contests – use #kubballhashtag
    • Grand Prize = $200 in KU merchandise
    • Gave away three Twitter prizes daily
    • P&L gift card
    • KUSports.com t-shirts
    • “An Incredible Year” book (published by us)
    Encouragement
    • Asking for Facebook fan photos
    • TOS restricts Facebook contests
    • Generated 32 fan photos
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • facebook.com/kusportsdotcom
    Goal: 623 new fans
    Time: 32 days
    Need: 20 fans/day
    3/13: 3,312
    Total Needed: 160
    Total Achieved: 200
    6.4% increase! 
    3/5: 3,112
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • facebook.com/kusportsdotcom
    2010 Interactions by Week
    2010 Interactions
    • Weekly Avg: 156
    • Big 12: 311
    • NCAA Week 1: 357
    99% increase! 
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • facebook.com/kusportsdotcom
    Big 12 Media Use
    • 2009: 0
    • 2010 Video Plays: 317
    • 2010 Photo Views: 156
    Big 12 Facebook Media
    • Videos Posted: 5
    • Photos Posted: 29
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • facebook.com/kusportsdotcom
    Visitor Referrals
    • 2010 Avg: 4,600/week
    • 2009 Avg: 2,200/week
    Big 12 Referrals
    • 2010 Big 12: 3,503
    • 2009 Big 12: 772
    109% increase! 
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • twitter.com/KUSports
    Goal: 965 new fans
    Time: 32 days
    Need: 30 fans/day
    Total Needed: 240
    Total Achieved: 220
    3/13: 5,045
    Goal missed
    3/5: 4,825
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • twitter.com/KUSports
    The #kubballhashtag
    • Pre Big 12 Total: 12,440
    • Pre Big 12: 1,498/week
    • Game day spikes
    • Late-season boost!
    • Senior Day high: 3,279
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • twitter.com/KUSports
    3/13: 1,749
    3/12: 1,690
    The #kubballhashtag
    • Big 12: 6,600
    • Daily Avg: 1,650
    • High: 1,739 (Saturday)
    3/11: 1,042
    Next year: 50% increase
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • twitter.com/KUSports
    Individual Sources by Day
    Individual #kubball users
    • 2010 Avg: 24/daily
    • Big 12 Avg: 258/daily
    • 2010 Total: 1,418
    • Big 12 Total: 1032
    Next year: 50% increase
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • twitter.com/KUSports
    Known KU Hashtags (Jan-Mar)
    Hashtag Share of Voice
    • Nine known hashtags
    • 21,070 total posts
    • 59.9% #kubball
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • twitter.com/KUSports
    Known KU Hashtags (Big 12 Tourney)
    Hashtag Share of Voice
    • Ten known hashtags
    • 10,005 total posts
    • 65.8% #kubball
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • twitter.com/KUSports
    Visitor Referrals
    • 2010 Avg: 3,202/week
    • 2009 Avg: 1,126/week
    Big 12 Referrals
    • 2010 Big 12: 1,734
    • 2009 Big 12: 135
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • What we know going forward
    Considerations
    • Projected 1.1 million pageviews from social networks
    • Events are money making opportunities (sponsorships)
    • Can we maintain growth during summer & football?
    • Educate fans on using Twitter and hashtags
    • Free stuff works
    • Setting goals, monitoring is crucial to success
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • What next?
    News coverage & revenue
    • Identify scheduled news events for 2010 and prepare social media coverage plans in advance
    • KU graduation
    • Downtown Sidewalk Sale
    • Independence Day
    • Identify opportunities for revenue based on news events
    • Sponsorships & contests
    • Identify consistent opportunities for revenue
    • @CraveLawrence
    • KU Football
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • Challenges of Social Media
    Ethics vs. Cash Money
    • How do we mix sponsored content with news content?
    • Where do we draw the line?
    • How much will our audience take?
    Paid content must have value to our audience!
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial
  • Done.
    The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial