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Similar to PGA Tour Social Media Case Study
Similar to PGA Tour Social Media Case Study (20)
PGA Tour Social Media Case Study
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The!Socialization!of!the!HP!Byron!Nelson!Championship!!!!!!!!!
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For!the!2012!HP!Byron!Nelson!Championship!HP!had!the!initiative!to!
engage!the!fans!on!site!at!the!event!as!well!as!extend!HP!and!the!HPBNC!
presence!exponentially!online.!
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The!BUZZ!is!maintained!year!round!by!the!Salesmanship!Club!of!Dallas!
however,!is!severely!ramped!up!in!the!weeks!prior!to!the!event!with!social!
promotion!online!and!at!major!events!in!the!DFW!area.!!
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On!site!BUZZreportersTM!kept!everyone!up!to!date!with!all!the!activity!
both!on!the!course!and!off,!as!well!as!monitoring!and!managing!the!social!
media!contests!during!the!days,!spurring!on!the!excitement!and!increasing!
engagement.!!A!terrific!example!of!engagement!would!be!the!popular:!
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TM
VIT’s !(Very!Important!Tweeter)!each!day!!
a!select!few!were!notified!via!Twitter!
that!they!had!been!awarded!VIT!!
status!for!the!day.!!They!were!given!!
exclusive!seating!in!HP’s!18th!green!!
box!seats…not!to!mention!cool!!
credentials!worthy!of!bragging!about!!
to!all!their!followers!online.!!!
(6)!winners!were!chosen!!
each!day!based!on!their!!
#!of!followers,!#!of!!
posts,!and!willingness!!
to!be!the!ultimate!fan!!
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sam@redbutton.tv!
214.432.1993!
- 2. !
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redbutton.tv’s!industry!defining!
BUZZcontrolTM!(a!social!media!
management!and!control!platform)!
gathered!all!the!posts,!mentions,!and!
conversation!happening!around!the!!
event!in!REAL!TIME.!!After!!
being!collected!each!post!!
was!moderated!and!curated!to!!
ensure!each!was!relevant,!!
event`friendly,!free!of!SPAM,!!
and!redundancy.!!BUZZmetricsTM!!
will!later!demonstrate!that!a!!
significant!amount!of!“noise”!
was!removed!from!the!event.!
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BUZZcontrolTM!gamified!the!experience!by!ranking!each!poster!against!
others!at!the!event,!fueling!great!competition!and!increased!engagement.!!
Any!contributor!with!a!major!following!was!noted!to!the!BUZZcrewTM!so!
that!they!could!then!make!sure!to!acknowledge!that!individual!and!
demonstrate!HP’s!respect!and!savvy!of!the!social!community.!
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sam@redbutton.tv!
214.432.1993!
- 9. !
Other!fun,!unique,!and!engaging!elements!were!Hide!and!Tweets,!
Tweetstake!upgrades,!and!a!QR!Code!Scavenger!Hunt.!!Hide!and!Tweets!
were!special!HPBNC!swag!bags!hidden!around!the!course!and!then!
throughout!the!day!revealed!via!Twitter!as!to!where!a!guest!might!find!
them.!!Tweetstake!upgrades!were!special!ticket!upgrades!for!the!first!to!
respond!when!announced!via!Twitter.!!And!finally!the!QR!Code!Scavenger!
Hunt!encouraged!guests!to!visit!some!of!the!HP!and!social!activations!on!
the!course!and!receive!special!swag!for!doing!so.!
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All!of!these!effective,!engaging,!unique!efforts!resulted!in!a!tremendous!
amount!of!BUZZ.!!BUZZmetricsTM!authenticated!and!shared!the!success!
while!the!event!took!place!showing!what!engagements!had!the!biggest!
effects!and!at!the!same!time!gave!a!real!time!“bios”!of!the!event.!!At!any!
point!HP!could!query!all!of!the!conversations!happening!to!understand!the!
latest!sentiment!on!guest!experiences!including;!parking,!play!on!the!
course,!HP’s!presence,!food!and!beverage,!venues,!staff…etc.!!Formal!
updates!were!provided!each!evening!confirming!the!milestones!being!
achieved.!
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Post!event!BUZZmetricsTM!has!pulled!the!following!intelligence!as!to!the!
successful!engagement!of!HP!at!the!HPBNC.!
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sam@redbutton.tv!
214.432.1993!