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#KC Social Media Command Center - All-Star Game

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Presentation from the September 7, 2012 Social Media Club of Kansas City Breakfast, featuring the community-led Social Media Command Center for the MLB All-Star Game.

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#KC Social Media Command Center - All-Star Game

  1. 1. #KC  Social  Media  Command  Center  
  2. 2. The Nexus
  3. 3. The Partnership
  4. 4. The StrategyMulti-faceted communications strategy 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
  5. 5. The Workforce
  6. 6. The Challenge
  7. 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  
  8. 8. The Dazzle: Displaying the Story•  Spiral  16   •  Radian6  Engagement  Stats  •  Visible  Tweets   •  SocialBro  Reach  Analysis  •  VisitKC  Social  Hub   •  Google  Traffic  •  TrendsMap   •  Baseball  •  Custom  uMapper  
  9. 9. The Dazzle
  10. 10. 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    
  11. 11. Coverage
  12. 12. The ResultsOne social post 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
  13. 13. The VisitKC Effect•  Command Center leveraged VisitKC branding•  #KC hash tag lives on as part of the renewed VisitKC brand
  14. 14. Lessons Learned•  Responding from 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

Presentation from the September 7, 2012 Social Media Club of Kansas City Breakfast, featuring the community-led Social Media Command Center for the MLB All-Star Game.

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