Carter Horan

1. Social Media Strategy
ICPC News
By: Carter Horan

2. Business Questions:
How can we encourage users to engage with
by ICPC’s content ?
How can we take advantage In/Out of ICPC
Season?
What forms of content do we need to target
in each channel?

3. Findings

4. Current Assessment of Social Media- Facebook
● 551K Followers
● 5.0 Star Rating (137 Reviews)
● Data runs from Dec 2019 to April 2020
○ Average 8k Reach
○ 3 Posts per Month

5. Facebook - Current Success ‘Meet the Team’
● Organic Content: Content that is not paid and can be found
through a keyword search
● Top Organic Impression posts:
○ Top 8 /18 posts were ‘Meet The Team’ posts
○ Likely to be shared by friends/family -> increases
impressions
○ Make sure to tag users in pictures
(42 shares )

6. Facebook - Current Success Engageable
Content
● The most engageable
content includes:
○ Links
○ Hashtags
○ Appealing Cover Photos
● However both successful,
notice the difference in cover
photos
965 Likes, 3 Comments, 6 Shares 509 Likes, 7 Comments, 85 Shares

7. Facebook- Engagement Rate
● Paid content increase impressions (views), but lowers engagement rate
● This is due to bots/users that are promoted your content, but don’t necessarily want to see
it
● Proves it’s not necessary to pay for content if you’re looking to increase engagement
Non-Paid Engagement Rate Paid Engagement Rate
5.92% 2.1%

8. Facebook- Future Plans Monday
Motivation
● One developing post type:
○ Monday Motivation
● Average: 180 page likes
○ Max: 218 likes
○ Min: 90 likes
● Tip: Post quotes from famous
people/computer scientists

9. Facebook- Negative Overposting
● Over Posting content in a short amount of time can lead to negative
content
● KPI: Hide All- hides all of an account’s posts
● From 1/25/20 to 1/26/20, 3 posts, leading to 12 hide-all accounts
● From 3/30/20 to 3/31/20, 3 posts, leading to 6 hide-all accounts

10. Current Assessment of Social Media- Twitter
● 18.3K Followers
● 7.6k Tweets
● Data runs from Dec 2019 to April 2020
○ Average 6.1 Likes
○ 2.7 Tweets per Month

11. Twitter - Current Success Afternoon Posts
● Top 12 posts with the most impressions
were all posted after 12:00 pm
● Afternoon posts → High Impressions
● Avoid posting in the morning
X

12. Twitter - 6 Month Future Content Engagement
● Use Hashtags/ Links
○ Use both #ICPC, #ICPC2020,
● Post about upcoming competitions using
keyword ‘World Finals’
○ Avg engagements with ‘World Finals’: 130
○ Avg engagement w/o: 55

13. Twitter - Negative Low Word Count
● Top 7 Tweets with the least engagements
contained 10 words or less
● More words= More Engagement
Impressions: 2.3k
Engagement: 2

14. Twitter - Sponsors
● Twitter– only form of Sponsorship by NCPC
● Sponsorships in the past included
Microsoft, IBM, Huawei, Jetbrains, Two
Sigma, & Prodigy Financial
● Rather than having these sponsorships on
site– companies can sponsor
software/technology used at the event
using social
Past Ad: Example:

15. Current Assessment of Social Media- YouTube
● 20k Subscribers
● 369 Videos
● Data runs from April 2012 to Feb 2020
○ 50k+ views
○ 2.7 Tweets per Month

16. YouTube - Video Clicks Current Success
● Top 12 videos with the Highest Clicks were all reaction
videos
● Average CTR: 3%
● Reaction videos: Videos from actual events
● None of these videos had curated thumbnails
● Expressions of emotion from teams generated more
clicks
15% CTR
16% CTR

17. YouTube - Watch Time by Topic
● Composite
○ Meet the Teams
● Interview
○ Teams, Attendees, Coaches
● Competing
○ Tips, Strategies, Competition clips

18. YouTube - Future Content/ Engagement
● Top Video
○ + 144 Subscribers
○ + 4 Comments
○ 4.1 Engagement Rate
● 2.3% Avg Engagement Rate

19. YouTube - Negative Likes
● 54% of content does not receive a single like
● Only 2 videos surpassed 100 likes
● Majority of videos look like

20. 6 Month Future Plans

21. Facebook Goals - 6 Month Future
● Post Topics such as:
○ Meet the Team (tag users) for each new team
○ Motivation Monday (from known people) once a week
○ Announcements (Dates, Competitions, News)
● Post engageable content
○ Links, Hashtags, Appealing Pictures
○ KPI Goal: 6% Engagement Rate
● Do NOT pay for content unless it is a large announcement
● Do not post more than once per day
○ KPI Goal: 4> Hide-alls per 24-Hours

22. Twitter Goal - 6 Month Future
● Conduct all posting after 12:00
○ KPI: Time Posted
● Use 10+ words in all Tweets (Including quote tweets, replies)
● Use Hashtags #ICPC, #ICPC2022
● Use term ‘World Finals’ in posts about ICPC competition
○ KPI: Engagement Goal of 75 (+21)
● Continue to push sponsored content when offered with ‘Call to Action’

23. YouTube Goal - 6 Month Future
● Pick specific thumbnail of ICPC teams showing emotion during the competition
○ KPI Goal: 6% CTR (2x)
● People want content about the players
○ KPI: Topics (Composite, Interviews, Competing)
● Focus on creating quality content to increase engagement
○ KPI: 3% Engagement Rate (+0.7%)

24. During World Finals
● More Posts (not Facebook)
● Showcase
Players/Teams/Coaches
● Make content that you can save
for throughout the year
● Highlight young players that may
be back in the future
● Post content from World Finals
● Holidays
○ Monday Motivation
○ Throwback Thursday
● This day in ICPC history…
● Career updates on past
champions/participants
Outside World Finals

25. Thank you!
Contact:
Carter Horan
carterphoran16@gmail.com
(847)- 527- 7500