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BrandSnap March Madness


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UConn may have taken home the NCAA title, but it was Kentucky who ruled on social—the Wildcats stole the top spot in terms of social media performance, according to KBM Group’s analytics platform BrandSnap(sm).

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BrandSnap March Madness

  1. 1. 1 BrandSnapsm THIS IS BRANDSNAP MADNESS NCAA March Madness April 9, 2014
  3. 3. 3 BrandSnapsm Sports brands perform just below famous people  Celebrities’ and Politicians’ accounts have the highest BrandSnap Scores* in the overall social arena followed by Sports, TV/Movie/Radio and non-alcoholic beverages – *The BrandSnap Score measures brand social performance across Facebook, Twitter, YouTube and Pinterest Sports BrandSnap Score/Social Performance by Sector April 2013 – April 2014
  4. 4. 4 BrandSnapsm Sports is big on video platforms such as YouTube  People/Celebrities may rule Facebook and Twitter, but Sports still owns a small but noticeable share on both platforms. Sports was a strong contender on YouTube, with its share nearly rivalling People’s. The top Sports brand is NBA.
  6. 6. 6 BrandSnapsm UConn outperforms Kentucky despite smaller audience  Despite a much smaller Twitter following (45k vs Kentucky’s 74k), Connecticut’s game-day posts garnered significantly greater engagement on Twitter 45K 74K Twitter Followers  On Twitter, Kentucky always outperformed its final rival, UConn, until UConn took the March Madness crown home Simple. Text-only. Smaller fan base. More than 2.5K Retweets and Favorites total Image-based. Hashtag-fiesta. Larger fan base. Engagement half that of UConn.
  7. 7. 7 BrandSnapsm Florida may have lost to UConn in Final Four, but it beat the Huskies on social! Florida and Connecticut both used the same content strategy: showcasing their teams’ homecomings. However, Florida not only received tens of thousands more views, but it also beat UConn in overall YouTube performance! After UConn’s win, its YouTube score rose quickly, but it still wasn’t enough to beat the Gators.
  8. 8. 8 BrandSnapsm Despite loss, Kentucky rises to number one in social * BrandSnap measurement only across Facebook, Twitter, YouTube, and Pinterest Ranking at 3/31/2014 After Elite Eight Ranking at 4/8/2014 After Championships  Despite Kentucky’s loss in the Championships, it claimed the crown on social  After the Championships, Connecticut climbed the ranks from10 to seven  Two out of three Southeastern teams, Kentucky and Florida, maintained positions in top three throughout March Madness period  Michigan State and Arizona swapped fifth and sixth spots while Tennessee fell below Virginia and Iowa fell two places while Stanford rose two, effectively swapping their eleventh and thirteenth positions
  9. 9. 9 BrandSnapsm The Final Four and Arizona beat the Sweet Sixteen on YouTube  On a weekly average, the Sweet Sixteen Teams generated 7,545 YouTube views  Wisconsin, Kentucky, Florida, UConn, and Arizona did even better than that, with an average of 20,665 YouTube views
  10. 10. 10 BrandSnapsm Having a high overall ranking doesn’t necessarily mean you rock across all platforms  Wisconsin’s Celebration of Elite 8 (190K views) beat Paris Hilton and Lil Wayne’s “Good Time” Teaser (7K views), Elton John’s 40th anniversary videos (119K views), and nearly all of Donald Trump’s content! Ranking Chart (based on BrandSnap Score) Sports, People, and TV/Movie/Radio Sector only April 2013 – April 2014
  11. 11. 11 BrandSnapsm Kentucky and Wisconsin beat big-name social media accounts  Despite Print and TV/Movie/Radio-related brands having a higher share on YouTube, Kentucky and Wisconsin actually outperformed several big name media outlets like The New Yorker, Rolling Stone, Sports Illustrated and TV Land YouTube Performance by Sector during March Madness Kentucky Wisconsin
  12. 12. 12 BrandSnapsm UConn’s victory goes tow-to-toe with SuperBowl Blackout  Justin Bieber may be the reigning top dog of social media (by BrandSnap Score), but the Huskies are holding their own: UConn’s tweet announcing their March Madness victory received more favorites and almost as many retweets as Audi’s famous tweet at competitor Mercedes-Benz during the SuperBowl Blackout last year X O