ICPC Social Media strategy

1. ICPC Social Media Strategy
By Kyra Winslow

2. Executive Summary
● Look at present success and trends to determine suggestions for the future
based on these goals:
ICPC Goals:
1. Shine the spotlight on the world’s brightest and youngest programmers.
2. Present sponsors to a high-tech audience that may be interested in working
for them.
3. Highlight the staff positively as their form of compensation.
● Want to demonstrate impact on social media for sponsors (likes and shares)

3. Present Facebook success
- Status updates had the highest amount of impressions and engagements per
post.
- The most successful hashtag for increasing impressions and engagement
was #MotivationMonday.
- Photos on average had the most likes, but status updates on average had
more comments and shares.
- The “Meet the teams of 2020” campaign was highly successful in bringing
more impressions and engagements.
- Video posts had the highest average of hide clicks and hide all clicks.

4. Facebook post type impressions and engagement

5. Suggestions for improvement on Facebook
- Continue current successful campaigns and hashtags.
- Use the status update function more.
- When sharing important news and getting people to register for events
- Introduce “Meet the staff” campaign.
- The 11 posts from the “Meet the teams of 2020” made up 56% of the total impressions from all
58 photos.
- Introduce new campaigns and hashtags and commit to posting the same
campaign or hashtag many times over a period of time.

6. Goals and KPI’s for Facebook
- Demonstrate social media impact to interest sponsors.
- KPI’s: Likes, comments, shares
- Increase/maintain engagement of ongoing and new campaigns highlighting
staff and students
- KPI’s: Lifetime Post Organic Impressions, Lifetime Engaged Users
- Reduce negative engagement
- KPI’s: hide clicks, hide all clicks

7. Present Twitter success
- Use of hashtags promotes impressions and engagement.
- #ICPC had the highest engagement average
- #MotivationalMonday promoted the most likes, retweets, and replies
- #ICPCNAC2020 had the highest amount of hashtag clicks
- Posts with the most impressions are posted between 2-10pm (later in the
day).
- “Meet the teams of 2020” posts are the result of significant spikes in
impressions and engagement.

9. Suggestions for improvement on Twitter
- Continue current successful campaigns and hashtags.
- Generate reusable hashtags, such as #MotivationMonday, to promote
engagement metrics.
- Add a hashtag #MeetTheTeam for “Meet the teams of 2020” campaign
- Post later in the day, around (2-10pm), to reach a greater audience.
- Introduce a campaign highlighting the staff to Twitter and include hashtag.
- “Meet the staff” campaign or #MeetTheStaff

10. Goals and KPI’s for Twitter
- Demonstrate social media impact to interest sponsors.
- KPI’s: Likes, replies, retweets
- Increase/maintain engagement of ongoing and new campaigns highlighting
staff and students
- KPI’s: Impressions, engagement, engagement rate
- Develop reusable hashtags to increase impressions and engagement.
- KPI’s: hashtag clicks, impressions, detail expands
- Introduce a posting schedule to maintain peek audience engagement.
- KPI’s: time posted, impressions, engagement rate, likes, replies, retweets, detail expands

11. Present YouTube success
- The most successful video types are composite, problem analysis and
interview videos.
- Reaction, world finals (general), and problem analysis videos had the highest
impression click through rates.
- Interview videos had the most total views, likes and gained subscribers.
- 2017 was the year that had the highest amount of likes, comments, and
subscribers gained.

13. Suggestions for improvement on YouTube
- Improve/ make new staff highlight videos during events.
- Last one posted in 2017.
- Post more of/promote composite, problem analysis and interview videos.
- Consider introducing sponsors at the beginning of videos because of shorter
watch times.
- Produce a “Meet all the World Finals Teams” video for 2020 and years to
come.
- Most successful video in 2019
- Improve thumbnails on World Finals event, preview, and ICPC story videos.
- Discard some VIP/Sponsor videos.

14. Goals and KPI’s for YouTube
- Increase amount of people who see the thumbnail and click on the video.
- KPI: Impression click through rate
- Produce more content that is proven to be successful at events in the future.
- KPI’s: Impressions, impression click through rate, views, subscribers, subscribers gained
- Maintain/ increase impressions and engagement on most successful types of
videos.
- KPI’s: impressions, impression click through rate, engagements
- Increase total amount of likes, comments and subscribers gained to what it
was in 2017.
- KPI’s: likes, comments, subscribers gained.