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#KC Social Media Command Center - All-Star Game
The document outlines a multi-faceted communications strategy centered around the Kansas City experience, utilizing social media monitoring and outreach through platforms like Tumblr and Twitter. It details the execution of the strategy, including engagement statistics, personalized responses, and overall positive sentiment towards the #kc initiative. Key lessons learned emphasize the importance of scalability, responsiveness, and effective content management.
#KC Social Media Command Center - All-Star Game
- 1. #KC Social Media Command Center
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- 4. The Strategy Multi-faceted communicationsstrategy about the KC experience • Social Media Monitoring and Outreach: #KC and @visitkc • Playbook for respondents • Signed Tweets, Individual Voices, Real SMC Folks • Hashtag lives on • Partners in action • Tumblr: The Voice of the Command Center: http://visitkc.tumblr.com/ • PR, Innovation and Photo Ops • The ASG and #KC Experience, Curated: VisitKC Social Hub • Street Team • Command Center “journalists” • Prize Patrol • Friends of the Command Center • Food, coffee, prizes
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- 7. Monitoring & Response:How it Worked Listening by Keyword Groups Command Direct Men<ons KC + Tourism KC + ASG Center Manager Curator Manager • Social Hub • @visitkc Agents
- 9. The Dazzle: Displayingthe Story • Spiral 16 • Radian6 Engagement Stats • Visible Tweets • SocialBro Reach Analysis • VisitKC Social Hub • Google Traffic • TrendsMap • Baseball • Custom uMapper
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- 11. Visitors and Interest • Mayor Sly James • City Manager Troy Schulte • H&R Block CMO Robert Turtledove • H&R Block CTO Rich Agar • KCATA Director Mark Huffer • Missouri Tourism • Biking4Baseball • KC Star • KCUR • All KC TV affiliates • KC CVA President & CEO Rick Hughes
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- 13. The Results One socialpost at a time: o 72,139 processed through KCSMCC workflow o 32,174 reviewed, tagged, curated o 2,132 personalized responses o >8 million impressions of #KC or @visitkc o 70% positive sentiment “Kansas City fans have every reason to be proud.” – Associated Press writer Dave Skretta
- 14. The VisitKC Effect • Command Center leveraged VisitKC branding • #KC hash tag lives on as part of the renewed VisitKC brand
- 15. Lessons Learned • Respondingfrom one account = Twitter rate limit during peak times • Design for scale • Arrange volunteers by demand • Segment your listening streams • Be agile • Constantly analyze and hone listening • Break out noise for separate analysis • Shut down the trolls • Street teams are great for content • Your friends give you a content boost • People don’t look up • #KC is big with Indonesian emo kids