kusports.com | big 12 tournament
TRANSCRIPT
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World Company Case Study:KUSports.com at the Big 12 Tournament
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
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The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
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A formalized process• Starting point for any type of project• Determining goals• Knowing what works (and what doesn’t)• Documenting growth• Understanding reach & influence• Organizing = monetizing
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
We needed to develop a social media template for events.
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KUSports.com 2010 Statistics*
• 1.4 million pageviews/month• 330,000 uniques/month• @KUSports 4,800 followers• Facebook page at 3,100 fans• @KUSports is No. 1 Twitter account for KU basketball• LJWorld & KUSports are No. 1 mainstream news sources
*Influence data from Radian6
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Amount of KUSports.com Facebook fans in Kansas: 56%
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The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Three full days on-site promoting KUSports.com & social media.
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Social Media Goals• Grow Facebook & Twitter following by 20% over 30 days• Increase usage of #kubball• Get more unique Tweeters using #kubball• Set benchmarks: referrals, interactions, growth
KUSports.com Goals• Increase content creation and submission• 50% increase in NCAA Tournament bracket participation
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
This is our year to set social media benchmarks.
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Contests – use #kubball hashtag• Grand Prize = $200 in KU merchandise• Gave away three Twitter prizes daily
• P&L gift card• KUSports.com t-shirts• “An Incredible Year” book (published by us)
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Free stuff + Jayhawks + Personal Attention = Happy Fans
Encouragement• Asking for Facebook fan photos
• TOS restricts Facebook contests• Generated 32 fan photos
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The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
facebook.com/kusportsdotcom
Goal: 623 new fansTime: 32 daysNeed: 20 fans/day
3/5: 3,112
3/13: 3,312Total Needed: 160Total Achieved: 200
6.4% increase!
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2010 Interactions• Weekly Avg: 156• Big 12: 311• NCAA Week 1: 357
2010 Interactions by Week
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
facebook.com/kusportsdotcom
99% increase!
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The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Big 12 Media Use• 2009: 0• 2010 Video Plays: 317• 2010 Photo Views: 156
Big 12 Facebook Media• Videos Posted: 5• Photos Posted: 29
facebook.com/kusportsdotcom
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The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Visitor Referrals• 2010 Avg: 4,600/week• 2009 Avg: 2,200/week
Big 12 Referrals• 2010 Big 12: 3,503• 2009 Big 12: 772
facebook.com/kusportsdotcom
109% increase!
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twitter.com/KUSports
Goal: 965 new fansTime: 32 daysNeed: 30 fans/day
Total Needed: 240Total Achieved: 220
3/5: 4,825
3/13: 5,045
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Goal missed
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twitter.com/KUSports
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
The #kubball hashtag• Pre Big 12 Total: 12,440• Pre Big 12: 1,498/week• Game day spikes• Late-season boost!• Senior Day high: 3,279
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twitter.com/KUSports
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
The #kubball hashtag• Big 12: 6,600 • Daily Avg: 1,650• High: 1,739 (Saturday)
Next year: 50% increase
3/11: 1,042
3/12: 1,690
3/13: 1,749
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twitter.com/KUSports
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Individual #kubball users• 2010 Avg: 24/daily• Big 12 Avg: 258/daily• 2010 Total: 1,418• Big 12 Total: 1032
Individual Sources by Day
Next year: 50% increase
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twitter.com/KUSports
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Hashtag Share of Voice• Nine known hashtags• 21,070 total posts• 59.9% #kubball
Known KU Hashtags (Jan-Mar)
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twitter.com/KUSports
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Hashtag Share of Voice• Ten known hashtags• 10,005 total posts• 65.8% #kubball
Known KU Hashtags (Big 12 Tourney)
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The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
Visitor Referrals• 2010 Avg: 3,202/week• 2009 Avg: 1,126/week
Big 12 Referrals• 2010 Big 12: 1,734• 2009 Big 12: 135
twitter.com/KUSports
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What we know going forward
Considerations• Projected 1.1 million pageviews from social networks• Events are money making opportunities (sponsorships)• Can we maintain growth during summer & football?• Educate fans on using Twitter and hashtags• Free stuff works• Setting goals, monitoring is crucial to success
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
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What next?
News coverage & revenue• Identify scheduled news events for 2010 and prepare social media coverage plans in advance
• KU graduation• Downtown Sidewalk Sale• Independence Day
• Identify opportunities for revenue based on news events• Sponsorships & contests
• Identify consistent opportunities for revenue • @CraveLawrence• KU Football
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial
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Challenges of Social Media
Ethics vs. Cash Money• How do we mix sponsored content with news content?• Where do we draw the line?• How much will our audience take?
Paid content must have value to our audience!
The World Company | www.ljworld.com | [email protected] | @WorldCoSocial