Use of Social Media


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An in depth look at the use of social media by the Volunteer group of the Western and Southern Financial Group Masters and Women's Open.

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Use of Social Media

  1. 1. Social Media Analysis: W&S Tennis Tournament Melissa Campbell June 2, 2010 Senior Project II
  2. 2. Team Members <ul><li>Melissa Campbell </li></ul><ul><ul><li>Project Manager </li></ul></ul><ul><li>Mary Conner </li></ul><ul><ul><li>Project Sponsor </li></ul></ul>
  3. 3. Organization Mission and Values <ul><li>Goal of the U.S.T.A. </li></ul><ul><ul><li>“ To promote and develop the growth of tennis” </li></ul></ul><ul><ul><ul><li>“ The USTA and TIA have announced that tennis participation in the United States topped 30 million players for the first time in more than two decade.” </li></ul></ul></ul><ul><ul><ul><ul><ul><li>; Monday, November 16, 2009 </li></ul></ul></ul></ul></ul><ul><ul><ul><li>“ We share a common vision with Paul Flory and his entire team to ensure that this great event will continue to grow and remain and remain one of the best tournaments for both the fans and players.” </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Lucy Garvin, President and Chairman of the Board, USTA </li></ul></ul></ul></ul></ul>
  4. 4. Project Scope <ul><li>Research Based: </li></ul><ul><ul><li>Facebook, Twitter, Bleacher Report, Linked-In and Myspace </li></ul></ul><ul><ul><li>User demographics, information posted on the social media sites and types of companies utilizing that particular social media outlet </li></ul></ul><ul><ul><li>Project Manager will present and recommend to the sponsor the best social media outlet to reach the target audience age 17-25 </li></ul></ul>
  5. 5. Business Case <ul><li>Project Scope Statement </li></ul><ul><ul><li>“ . .organization’s mission, the expectations the organization/administration have regarding its’ use of social media . .” </li></ul></ul><ul><li>Goal of the Project </li></ul><ul><ul><li>To fulfill the need of the project sponsor to reach out to and engage volunteers age 17-25 </li></ul></ul><ul><ul><li>To further educate the sponsor on how to actively use social media </li></ul></ul><ul><li>Benefit Package </li></ul><ul><ul><li>An increase in the number of volunteers </li></ul></ul><ul><ul><li>An increase in the number of exposures to the volunteers during the off season </li></ul></ul><ul><ul><li>Information is sent directly to the volunteers </li></ul></ul>
  6. 6. Research, Research, Research. . . <ul><li>Preliminary research </li></ul><ul><ul><li>Background information on the five social media outlets </li></ul></ul><ul><ul><li>Analysis of the tournaments current use of social media </li></ul></ul><ul><ul><li>Analysis of peer reviewed articles and studies </li></ul></ul><ul><ul><li>Analysis of Information presented by subject matter experts </li></ul></ul><ul><ul><ul><li>Professor Sarai Hedges – Statistics </li></ul></ul></ul><ul><ul><ul><li>Jackie Reau – Social Media </li></ul></ul></ul>
  7. 7. Deliverables to Date <ul><li>Agreement upon and amendments to the project charter. </li></ul><ul><li>Documentation of meetings with the project sponsor. </li></ul><ul><li>Presentation of preliminary research. </li></ul><ul><li>Completion and submission of preliminary research report, scope statement report and project work breakdown structure. </li></ul><ul><li>Creation and distribution of the social media survey. </li></ul><ul><li>Presentation of project at Tech Expo. </li></ul>
  8. 8. (Deliverables continued) <ul><li>To be completed: </li></ul><ul><ul><li>Analysis of social media survey. </li></ul></ul><ul><ul><li>Completion of the project final report. </li></ul></ul><ul><ul><li>Presentation of project to Cincy Tennis, Inc. administration. </li></ul></ul>
  9. 9. Social Media Survey <ul><ul><li>Purpose: To define the current use of social media outlets by the Volunteer group. </li></ul></ul><ul><ul><ul><li>Distributed to 1,100 volunteers via email database. </li></ul></ul></ul><ul><ul><ul><li>Developed via Survey Monkey. </li></ul></ul></ul><ul><ul><ul><li>13 questions in total. </li></ul></ul></ul><ul><ul><ul><li>Volunteers can take the survey via 2 links within the email. </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  10. 10. Response Analysis <ul><li>Results can be downloaded in summary form or “raw.” </li></ul><ul><li>Downloaded via HTML or PDF file format. </li></ul><ul><li>Imported into Excel (aids in Mini Tab analysis). </li></ul><ul><li>Survey Monkey computes a cross tabulation of the survey results. </li></ul><ul><li>i.e. questions regarding age and gender </li></ul>
  11. 11. Project Challenges <ul><li>Social Media Survey </li></ul><ul><ul><li>Collecting volunteer survey responses. </li></ul></ul><ul><ul><li>Use of event incentives, increase the duration of the survey, paper mailings or cold calls. </li></ul></ul>
  12. 12. A Period of Transition <ul><ul><li>Further promotion of the social media survey. </li></ul></ul><ul><ul><li>Presentation of final project analysis to sponsor at a date TBD. </li></ul></ul>
  13. 13. Lessons Learned <ul><li>Time management/scheduling /organization will helps reduce the chance of conflict. </li></ul><ul><li>Procrastination causes undue stress and lack-luster results. </li></ul><ul><li>Creating, distributing, and gathering a survey is not a guaranteed method of receiving feedback. </li></ul><ul><li>No pain, no gain!!! </li></ul>
  14. 14. Tickets are officially on sale: