This document analyzes the San Antonio Stock Show & Rodeo's (SASSR) use of social media and marketing strategies. It finds that Facebook has the most users connected to the SASSR, especially females aged 18-45, though Instagram has growth potential. Twitter should refocus its content. Creating a mobile app could ease the rodeo experience and drive more spending. The analysis suggests improving social media clarity and targeting 18-35 year olds on each platform to increase attendance and in-rodeo spending.

1. MARKETING & BUSINESS RESEARCH
Team D
Gabriella Montemayor, Victoria Mosqueda, Ademar Perez, and Hannah Zhou
Data Analysis

2. WHAT ARE PATRONS USING?
TOP 3
Facebook
Instagram
Twitter
SOCIAL MEDIA SERVICES

3. FACEBOOK USERS
AVERAGE
USER
Female
(twice as many
female followers)
Smartphone and
Laptop/PC Users
Aged
18 to 45
Of those who follow,
25%use Facebook as their
main source
of information
about the Rodeo
AN ANALYSIS
18%of Facebook users were
first-time
Patrons
of Facebook
users follow
the SA Rodeo
47.6%

4. of Instagram
users follow
the SA Rodeo
7.4%
INSTAGRAM USERS
AVERAGE
USER
Female
Smartphone
User
Aged
18 to 25
AN ANALYSIS

5. TWITTER USERS
of Twitter
users follow
the SA Rodeo
13.6%
AVERAGE
USER
Female Smartphone
Users
Aged
18 to 25
Of those who follow,
33%*use Twitter as their
main source
of information
about the Rodeo
* Sample size too small to provide
significant findings
AN ANALYSIS

6. SOCIAL MEDIA
SUGGESTIONS AND OBSERVATIONS
Every two in thirty users are
connected with San Antonio
Rodeo Instagram.
Rodeo’s Instagram may have
the potential to grow due to its
unique content sharing features
A marketing strategy focus
could be on females
Every two in ten Twitter
users are connected to the
San Antonio Rodeo’s Twitter
account
The Rodeo’s Twitter
account, however, should
refocus their content before
continuing efforts to
promote on the outlet
Half of Facebook users are
connected with the SASSR
page
There are two times more
female than male users
25% already find Facebook to
be their main source of
information about the Rodeo
18% of Facebook users were
first-time patrons and could
benefit from connecting to
the Rodeo’s page to gain easy
access to information

7. CURRENT SOCIAL MEDIA
● 141K followers
● Reliable
● Continuously pushes
informative content
● Good method for promotion
● 7K followers
● Well balanced content
between rodeo, concerts, and
AT&T grounds
CONTENT ANALYSIS
● 22.6K followers
● Live-tweeting benefits Rodeo attendees and
competitors
● Can improve concert attendance by switching
the focus of tweets from the rodeo
competitions to the concert performances
● Social media marketing strategy is
starting to be effective
● Facebook is currently the strongest
source
● Potential to convert 52% of
Facebook users into Facebook
leads; leads to more sharing Rodeo
content among friends
● To avoid a negative reputation,
strengthen media sources before
promoting them
● Large potential for growth in
connections for all sources

8. ● Useful? 91.3% agreed
● Clear? 87.1% agreed
● Influence your decision? 46%
agreed
● Useful? 74.5% agreed
● Clear? 76.2% agreed
● Influence your decision?
42.9% agreed
USEFUL? CLEAR? INFLUENTIAL?
CONTENT ANALYSISPATRON OPINIONS ON THE WEBSITE AND SOCIAL MEDIA SERVICES
Website
(accessed through smartphone):
social media
(accessed through smartphone):
Since a majority of the attendees are connected to San Antonio Rodeo’s social media through their smartphone, we focused on this medium.

9. SPENDING
WHICH SOCIAL MEDIA SERVICE IS BRINGING IN THE MOST MONEY?
TWITTER
$77.12
FACEBOOK
$75.07
INSTAGRAM
$70.17
18-35 years old: 56% 18-35 years old: 60% 18-35 years old: 81%
make up majority of all
social media users following Rodeo
social media platforms
18-35 year olds
this age group more directly to allow for
early influence to spend more in the near
and distant future.
TARGET Social media focused marketing strategy
provides the greatest potential for growth
in spending inside the Rodeo and Rodeo
attendance.

10. SAN ANTONIO STOCK SHOW & RODEO APP
SHOULD THE SASSR CREATE A MOBILE APP?
90%of attendees connect to
SASSR’s social media
through a smartphone.
A mobile app will benefit and
ease the experience of the
typical Rodeo patron.
Reasoning:
Patrons are likely to download mobile app
beforehand for information
App could provide easy access to
information while on grounds
Faster information turnaround can stimulate more on-
site decisions to spend money
Cater to the growing population of
younger attendees

11. CONCLUSIONS AND SUGGESTIONS
● San Antonio Rodeo has begun to see the effects of their online marketing strategy in spending
patterns, but there is plenty of room for growth.
● Improving clarity of information on website and social media can strengthen the influence of the
Rodeo’s online marketing strategy on patrons’ decision to attend.
● Mobile-friendly information and mobile app will benefit Rodeo experience and have potential to create
more impulse spending decisions.
● Need to decide who is the target audience for each social media platform and aim information directly
towards them (specific focus or general public)
● Make goals to convert all patrons who use social media as a source of information into connections on
platforms (Facebook likes, Twitter and Instagram followers)
● Need to focus on making their social media platforms more reliable sources for information to increase
their reach to potential patrons within 18-35 years old.
● Average spending per person inside the rodeo from patrons ages 18-25 year olds ($64.83) and 26-35
year olds ($64.08); since this age group makes up the majority of those connected to San Antonio
Rodeo’s social media, reaching them effectively can increase profits
● Social media information should be more frequently in comparison to the website and traditional media
sources. Social media can provide direct pathways to live and up-to-date information.