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Using Social Media to Drive Event Promotion
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Using Social Media to Drive Event Promotion


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The strategy, timeline, and results from Page One PR's social media campaign for SAP's tennis tournament, the SAP Open.

The strategy, timeline, and results from Page One PR's social media campaign for SAP's tennis tournament, the SAP Open.

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    • 1. Using social media to drive event promotion Page One PR and the SAP Open 1
    • 2. Background The SAP Open is a menʼs tennis tournament held annually in San Jose, California and is the second-oldest tennis tournament in the U.S. One month before the start of SAP Open 2010, SAP turned to Page One PR to create and run a social media campaign to promote the event. 2
    • 3. In one month, Page One PR obtained these results 3,770 Twitter followers 111 million+ total impressions of Twitter content 46k total impressions of #SAPOpen hashtag on Twitter 11% conversion rate from Twitter promos 3
    • 4. What was the strategy? Social Twitter Network trivia Ads contest Backstage access Pre-buzz Twitter mgmt Live Twitter Promo February 8-14, 2010 4
    • 5. Pre-Buzz Twitter Management • Monitoring and responding to ongoing Twitter conversations around SAP Open • Influencers: identification and outreach (e.g. @andyroddick and other tennis pros, SF and Bay Area event focused Twitter feeds) • Potential fans: identification and outreach (e.g. tapping followers of @AustralianOpen and @ATPWorld Tour) • Twitter-exclusive promo campaigns • follower contests • discount and referrral promos • giveaways of merchandise and tournament tickets • q&a widget poll to submit questions for Andy Roddick 5
    • 6. Twitter Trivia Contest Before the tournament: • creation of trivia questions • promotion of contest with prize incentives, including tickets to a Roddick match and tennis racket signed by Roddick During the tournament: • push-out of trivia questions (2 per day) • management of responses and drawing of prizes • announcement of winner and delivery of prizes at (or directly after) the tournament 6
    • 7. Social Network Advertising Facebook Ad • identification of target audience • channel selection • design and production of content 7
    • 8. Live Twitter Promotion and Exclusive Backstage Access Live-Tweeting at Event • 10-30 tweets each day of tournament • content including photos (16) and videos (68) Exclusive Backstage Access • interviews with players between matches, including 9 questions for Andy Roddick from Q&A Widget Poll 8
    • 9. Timeline of Campaign Twitter contests, discount and referral promoʼs Exclusive Backstage Access and Live-Tweeting Facebook Ads Twitter Trivia Contest Twitter Trivia Contest (Promotion) (Execution) January 14 Feb 8 Feb 14 (Campaign starts) (First day of tournament) (Last day of tournament) 9
    • 10. Twitter Results Total # of followers: 3,770 average weekly increase: 15.7% total followed: 229 total tweets: 845 total @replies: 479 total ReTweets: 480 total #SAPOpen hashtags: 440 total SAP Open mentions: 221 total Direct Messages (non-spam): 61 10
    • 11. Facebook Ad Results Twitter feed advertising dates: January 27-February 1 total impressions: 1,287,902 Ticketmaster advertising dates: January 19-26 total impressions: 877,707 11
    • 12. want to see more case studies? clients/case-studies/ 12