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It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
It's Game Day on Snapchat - Social Media Awards Nomination
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It's Game Day on Snapchat - Social Media Awards Nomination

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Eastern Washington University Athletics 2013 Snapchat campaign for the FCS Playoffs.

Eastern Washington University Athletics 2013 Snapchat campaign for the FCS Playoffs.

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Transcript

  • 1. 2014 SOME Awards
  • 2. 2013 audience research and competitive analysis performed for Eastern Washington University by CKSyme Media Group revealed a low student engagement rate with the EWU Athletics brand.
  • 3. Why Snapchat? • According to latest Pew Internet data 79% of 18-29 age group post photos online—26% of the age group was using Snapchat and rising quickly. • Over 90% of text messages are opened. • The “shiny new toy” value of Snapchat as a brand media was very high. • Only two other university athletic departments were using Snapchat at the time (Liberty University and University of Kansas). Opportunity for earned media was high. • Snapchat recently had added “Stories” feature, allowing users to string together a series of video or pictures where each snap had a 24-hour life, making it a perfect Game Day channel.
  • 4. Campaign Goal Strategies Tactics Metric 1. Increase number of students engaged w/brand through Snapchat Game Day Story Promoting students to follow new Snapchat account Twitter, Instagram, website release, and earned media stories. Using scoreboard on Game Day to promote in-stadium sign-ups Follower count and action rates 2. Put together an in-game experience from student POV that will engage students both in- stadium and off-site Story board game day for both video and pictures. Input from student- athletes. Shot chart for pre- game, in-game, post game. Get shots of what fans want to see, not necessarily action of game. Snap open count 3. Gather post- game input from fans Post-game survey of followers Last snaps of Story link to survey Survey responses
  • 5. • 80% of Snapchat followers under 35 • Open rate: 70% • Total follower number going into game: 220 • Action rates: • With over 70% of snaps opened by 220 followers, the action rate on Snapchat was higher than EWU’s Twitter account (3800 followers at that time) • 15% of followers were more interested in campaign than the game • Most popular snaps: Mascot selfie/ QB firing up teammates on the sidelines • Desire for more content in future games: 85%
  • 6. • Earned media coverage after the campaign included numerous mentions and features on national sports blogs and Time Magazine online, in addition to: • EDUniverse • HighEd Web • eWallStreeter • +Hashtag Sports Conference • Sport Techie • CASE social media blog • Sporting News • Truechatter • DailyMe.com • NACDA.com • NACMA.com • CoSIDA.com
  • 7. • EWU Athletics social media followers on all channels have increased at a larger pace (Jan/2014 to present) they did the entire previous two years. • Before the 2013 Snapchat campaign, EWU Athletics had no earned media as a leader in college sports marketing. The Snapchat campaign and subsequent campaigns have earned EWU Athletics national recognition as a social media innovator/leader. • EWU was the first university to use the Snapchat “Stories” feature.
  • 8. 2014 SOME Awards

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