Kusportscombig12tournament 100328152840 Phpapp01

282 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
282
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. World Company Case Study:<br />KUSports.com at the Big 12 Tournament<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    2. 2. The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    3. 3. We needed to develop a social media template for events.<br />A formalized process<br /><ul><li> Starting point for any type of project
    4. 4. Determining goals
    5. 5. Knowing what works (and what doesn’t)
    6. 6. Documenting growth
    7. 7. Understanding reach & influence
    8. 8. Organizing = monetizing</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    9. 9. Amount of KUSports.comFacebook fans in Kansas: 56%<br />KUSports.com 2010 Statistics*<br /><ul><li> 1.4 million pageviews/month
    10. 10. 330,000 uniques/month
    11. 11. @KUSports 4,800 followers
    12. 12. Facebook page at 3,100 fans
    13. 13. @KUSports is No. 1 Twitter account for KU basketball
    14. 14. LJWorld & KUSports are No. 1 mainstream news sources</li></ul>*Influence data from Radian6<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    15. 15. Three full days on-site promoting KUSports.com & social media.<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    16. 16. This is our year to set social media benchmarks.<br />Social Media Goals<br /><ul><li> Grow Facebook & Twitter following by 20% over 30 days
    17. 17. Increase usage of #kubball
    18. 18. Get more unique Tweeters using #kubball
    19. 19. Set benchmarks: referrals, interactions, growth</li></ul>KUSports.com Goals<br /><ul><li> Increase content creation and submission
    20. 20. 50% increase in NCAA Tournament bracket participation</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    21. 21. Free stuff + Jayhawks + Personal Attention = Happy Fans<br />Contests – use #kubballhashtag<br /><ul><li> Grand Prize = $200 in KU merchandise
    22. 22. Gave away three Twitter prizes daily
    23. 23. P&L gift card
    24. 24. KUSports.com t-shirts
    25. 25. “An Incredible Year” book (published by us)</li></ul>Encouragement<br /><ul><li> Asking for Facebook fan photos
    26. 26. TOS restricts Facebook contests
    27. 27. Generated 32 fan photos</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    28. 28. facebook.com/kusportsdotcom<br />Goal: 623 new fans<br />Time: 32 days<br />Need: 20 fans/day<br />3/13: 3,312<br />Total Needed: 160<br />Total Achieved: 200<br />6.4% increase! <br />3/5: 3,112<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    29. 29. facebook.com/kusportsdotcom<br />2010 Interactions by Week<br />2010 Interactions<br /><ul><li> Weekly Avg: 156
    30. 30. Big 12: 311
    31. 31. NCAA Week 1: 357</li></ul>99% increase! <br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    32. 32. facebook.com/kusportsdotcom<br />Big 12 Media Use<br /><ul><li>2009: 0
    33. 33. 2010 Video Plays: 317
    34. 34. 2010 Photo Views: 156</li></ul>Big 12 Facebook Media<br /><ul><li> Videos Posted: 5
    35. 35. Photos Posted: 29 </li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    36. 36. facebook.com/kusportsdotcom<br />Visitor Referrals<br /><ul><li> 2010 Avg: 4,600/week
    37. 37. 2009 Avg: 2,200/week</li></ul>Big 12 Referrals<br /><ul><li> 2010 Big 12: 3,503
    38. 38. 2009 Big 12: 772</li></ul>109% increase! <br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    39. 39. twitter.com/KUSports<br />Goal: 965 new fans<br />Time: 32 days<br />Need: 30 fans/day<br />Total Needed: 240<br />Total Achieved: 220<br />3/13: 5,045<br />Goal missed<br />3/5: 4,825<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    40. 40. twitter.com/KUSports<br />The #kubballhashtag<br /><ul><li> Pre Big 12 Total: 12,440
    41. 41. Pre Big 12: 1,498/week
    42. 42. Game day spikes
    43. 43. Late-season boost!
    44. 44. Senior Day high: 3,279</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    45. 45. twitter.com/KUSports<br />3/13: 1,749<br />3/12: 1,690<br />The #kubballhashtag<br /><ul><li> Big 12: 6,600
    46. 46. Daily Avg: 1,650
    47. 47. High: 1,739 (Saturday)</li></ul>3/11: 1,042<br />Next year: 50% increase<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    48. 48. twitter.com/KUSports<br />Individual Sources by Day<br />Individual #kubball users<br /><ul><li> 2010 Avg: 24/daily
    49. 49. Big 12 Avg: 258/daily
    50. 50. 2010 Total: 1,418
    51. 51. Big 12 Total: 1032</li></ul>Next year: 50% increase<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    52. 52. twitter.com/KUSports<br />Known KU Hashtags (Jan-Mar)<br />Hashtag Share of Voice<br /><ul><li> Nine known hashtags
    53. 53. 21,070 total posts
    54. 54. 59.9% #kubball</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    55. 55. twitter.com/KUSports<br />Known KU Hashtags (Big 12 Tourney)<br />Hashtag Share of Voice<br /><ul><li> Ten known hashtags
    56. 56. 10,005 total posts
    57. 57. 65.8% #kubball</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    58. 58. twitter.com/KUSports<br />Visitor Referrals<br /><ul><li> 2010 Avg: 3,202/week
    59. 59. 2009 Avg: 1,126/week</li></ul>Big 12 Referrals<br /><ul><li> 2010 Big 12: 1,734
    60. 60. 2009 Big 12: 135</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    61. 61. What we know going forward<br />Considerations<br /><ul><li> Projected 1.1 million pageviews from social networks
    62. 62. Events are money making opportunities (sponsorships)
    63. 63. Can we maintain growth during summer & football?
    64. 64. Educate fans on using Twitter and hashtags
    65. 65. Free stuff works
    66. 66. Setting goals, monitoring is crucial to success</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    67. 67. What next?<br />News coverage & revenue<br /><ul><li> Identify scheduled news events for 2010 and prepare social media coverage plans in advance
    68. 68. KU graduation
    69. 69. Downtown Sidewalk Sale
    70. 70. Independence Day
    71. 71. Identify opportunities for revenue based on news events
    72. 72. Sponsorships & contests
    73. 73. Identify consistent opportunities for revenue
    74. 74. @CraveLawrence
    75. 75. KU Football</li></ul>The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    76. 76. Challenges of Social Media<br />Ethics vs. Cash Money<br /><ul><li> How do we mix sponsored content with news content?
    77. 77. Where do we draw the line?
    78. 78. How much will our audience take?</li></ul>Paid content must have value to our audience!<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />
    79. 79. Done.<br />The World Company | www.ljworld.com | socialmedia@ljworld.com | @WorldCoSocial<br />

    ×