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UCONN ATHLETICS PROJECT -SOCIAL MEDIA RESEARCH &
RECOMMENDATIONSCLIENT: PHIL DWIRE | DIRECTOR OF DIGITAL MEDIA
UNIVERSITY OF CONNECTICUT | DIVISION OF ATHLETICS
UCONN STUDENT AGENCY
INSTRUCTORS: TIM HUNTER BRIAN BRADY
PRESENTERS: DANILO KOMLJENOVIC RUBY LU ZEYUAN WANG SHERRY CHEN
AGENDA• Methodology
• Qualitative Research & Findings
• Quantitative Research & Findings
• 360 Degree Gigapixel Photo
• Raffle Ticket
• Digital Booklet
• Advertising Presence on Facebook
• Online Video
• Other Findings
OBJECTIVES
Increase UConn Huskies Revenues:
Increase # of Fans on
Social Media
Increase # of Sponsors on Social Media
Engage with Sponsors
Generate Revenue
from Social Media
• Attract more fans by posting videos, creating special events…etc. • Engage with current fans
• Create more activities that can contribute a mutually beneficial relationship
Object:
Understand UConn Husky fan opinions toward different social media features
Methodology:
Questionnaire survey with 50 UConn students
METHODOLOGY
Secondary Research
Qualitative Research
Quantitative Research
Object:
Observe the social media plan and sponsorship strategy of prominent college Athletics teams
Methodology:
Phone/Email interview with 6 famous college Athletics Departments
Object:
Observe best practices for Athletics social media platform including technology usage and sponsorship strategyMethodology:
Find successful social media features from 20 Athletics teams and analyze the feasibility for UConn Huskies
Qualitative Research
SCHOOL LISTSchool Interview Title
Kentucky Wildcats Guy RamseyAssistant Director of New Media
Michigan Wolverines David AblaufAssociate Athletics Director
Penn State Nittany Lions
Tony Mancuso Digital Communications Coordinator
Cincinnati Bearcats Jaime Juenger
Director of Marketing & Strategic Communications
Texas LonghornDonna Goehring
Seago Senior Web Manager
Syracuse Orange Jennifer FalcoMarketing Coordinator
FINDINGS
Social Media Strategy
• Keep fans posted
• “Keep the post flexible” – Texas Longhorns • “We post or update content about 3 times per day in-
season and once a day out of season” – Michigan• “Twitter is numerous times an hour. Facebook is 5-10 a
day” – Syracuse• Keep fans engaged
• “Over the weekend, a photo of the team with the trophy got 5,000+ likes on Facebook” – Syracuse
• “Photo sharing, breaking news and initiatives are most attractive for our fans” – Kentucky
FINDINGS
Sponsorships
• Related to the Team, the Game or the School
• “The promotion, ” Date with a great”, appeals to thousands of fans” – Texas Longhorns
• “Great auction to sell items from sports players” – Penn State• Bad Sponsor Engagements
• “Just posting their information without any type of interaction to it or incentives was causing fans to unlike our page” – Cincinnati
• “Fans complained about the event/promotion irrelevant!” – Penn State
Quantitative Research
SURVEY METHODOLOGY
• Survey conducted at UConn from Nov. 6th to Nov. 14th
• Total of 50 respondents
o36 of them are UConn Husky Fans
o11 of them selected “Maybe”
o3 of them are not Fans (respondents who chose “not fans” could not finish this survey)
Men's Baseball
Men's Basketball
Men's Football
Men's Golf
Men's Ice Hockey
Men's Soccer
Men's Track & Field
Women's Basketball
Women's Field Hockey
Women's Ice Hockey
Women's Lacrosse
Women's Soccer
Women's Volleyball
0 5 10 15 20 25 30 35
6
32
11
1
1
5
1
17
2
1
1
2
5
Which sport(s) do they follow?
• Which UConn Husky’s social media do they follow?
Fancam
HUSKY FANS OPINIONS• From the survey, 89% of Husky
fans willing to tag themselves on the Panorama picture and share it on their social media platform!!
• The reasons they answer “NO” are:
Uncomfortable to tag myself on social media sites –Two people
I like to have more privacy Don’t use social media much Afraid of uploading photos on
social mediaYes; 89%
No; 11%
NATIONAL SPONSORS
Beverages: Glaceau Vitaminwater Coca Cola-Zero
Alcohol: Bud Light (Have age
restriction)Food:
McDonald’s Electronics:
VIZIO True Value Solar (Australia) Kinect-KBOX360 Samsung Nikon (UK)
Internet, Wireless, Telecom: Rogers Wireless (Canada) Ticket master (Canada) AT&T
Airlines: Emirates Airline (Australia)
Apparel: Puma (UK)
Insurance: AAMI (Australia)
LOCAL & REGIONAL SPONSORS
Convenience Stores : Kangaroo Express
Healthcare: Fichte Endl & Elmer
GOOD SPONSORSHIP EXAMPLE
Event: Melbourne Derby (Australia)
Sponsor: AAMI- An Australia Insurance Company
Web: Fancam Website
Types: Event called ‘Find Rhonda’. Fans had chances to win $1,000 AAMI Visa Debit Cards by finding “Rhonda” from the Fancam photo. If a fan finds her, he or she clicks her photo, and enters personal information
Benefits: Help insurance company capture customer data
COMPETITORSCompany Location Pros & cons Example
Both USA and Canada
• Tag function not mature• High quality• Partner with CNN, MLB,
and BBC• Flash Player-work well
with other equipment
Seattle Sounders & Colorado
MLB
MN, USA • Similar with Fancam, but not mature in sponsorships
• Low-Cost appealing• Local Service
Notre Dame(with sponsor)
West Virginia
Prague • Will do business in USA but need travel budget for a photographer
Wembley Stadium
Other Examples
Texas, USA • Not really mature • Quality is low • Price opportunity
Texans vs Ravens
360 VR Texas, USA • High quality • Customize
Times Square
*Click the button will lead to the example websites
COMPETITOR COST COMPARISON
Company Range of Costs Notes
Fancam $7,000-20,000 • Depend on the features. Please see handout.
360cities $10,000• Plus the costs for 1 photographer
and travels for 2-3 days
Blakeway $0
UConn Panorama Sample• Need UConn to send out product
announcements email to fans• UConn ends up generating money
of panorama sales as well
GigaPan
$ 890 Camera$1200 Annual fee for social media functions (tagging)$500 per image for embedding in Website
• With camera, UConn can take as many Panoramic pictures as it wants
Raffle Tickets
It is a great oppor-tunity74%
It doesn't matter for me
22%
Other4%
HUSKY FANS OPINIONSHow do you feel if there was a chance for winning free game tickets by making purchases in a specific store?
0% -I don’t like this kind of promotion on Husky social media sites
Others:
1. Only for men’s basketball would I consider to make a purchase
2. The advertising features and merchandise would be important
1 2 3 4 5
0
5
8
27
6
1
6
13
22
4
How likely wold you really make purchase for specific product, such as a slice of pizza or a cup of coffee, if you could win a free game ticket?
How likely would you use the coupon posted on Husky Social media pages?
HUSKY FANS OPINIONS• Fans will attend FREE game tickets promotion more compare with the
coupon promotion
Very LikelyVery Unlikely
HUSKY FANS OPINIONS
Suggested Sponsors from Fans:
Business #
Dunkin Donuts 5
Starbucks 4
Big Y 2
Footlocker 2
Student Union Food 2
Olympia Sports 1
Garden Catering 1
Dick’s Sporting Goods
1
Business #
CVS 1
Frozen Yogurt 1
Panera Bread 1
7-11 1
Barnes & Noble 1
McDonalds 1
Co-Op 1
Stop & Shop 1
Business #
ShopRite 1
Husky Greek Shop 1
Wally’s Chicken Coop
1
Pizza 1
Outlets 1
Local Bar 1
Wings Over-Storrs 1
1. Husky gives seasonal (or VIP) tickets to the sponsor
2. Sponsor donate money to Husky
3. Husky posts Free ticket information and the sponsor’s link on social media twice a week
4. Fans go purchase at sponsor store will receive raffle tickets
5. Sponsor will select winners for the free tickets
6. Husky will post winner info on social media
WIN-WIN APPROACH
UConn Benefit: Increase Revenue
Sponsor Benefit: Increase Exposure
Sponsor Benefit: Increase Revenue
Fan Benefit: Free Ticket
COSTS & RISKS
Costs: (LOW)• Opportunity Costs of Free Tickets• Materials: Raffle Ticket, Box (If handled by UConn )
Risks: (LOW) • Fans might annoyed about the commercial information on
Husky’s social media (Source: Primary Research) From or survey to 47 Fans, none of them dislike
this kind of promotion on Husky social media site!
SIMILAR EXAMPLE-1
• North Carolina Tar Heels gave free tickets to fans who purchased at Subway
• Web link: Subway Sponsor
• Results: 640 likes, 94 shares, and 48 comments (100% positive comments)
SIMILAR EXAMPLE -2
• Oklahoma State Cowboys gave free tickets to fans who purchased at local Coffee Shop
• Web link: Coffeshop Sponsor
• Results: the link was posted on sponsor’s Facebook and received only 12 likes, just one positive comment
Digital Booklet
EXAMPLE
EXAMPLE
University of Kentucky Example
*Click link will lead to the example website
1 2 3 4 5
0
2
14
19
11
Very Ineffective Very Effective
HUSKY FANS OPINIONS• From our survey, 65.2% of fans thought the digital
game booklet is effective and very effective in engage with Husky on Social media
PRODUCTION PROCESS
Sell Ad space through agency
Maintain and update Booklet
Post Link on social media platform in a regular basis
Design PDF Booklet
Obtain URL
1. Create new channel to promote UConn Husky sports
2. Introduce players and staff to audiences
3. Generate awareness for advertisers/sponsors
4. Provide measurable online marketing tool
5. Low operation cost
6. Sustainable revenue
7. Environmentally friendly
BENEFITS TO STAKEHOLDERS
COSTS• Booklet Design:
External ad agency, freelancer, outsource- $80.00/hour Internal design, fans’ contribution- $ 0 =Goodwill/Gift
• Cost Analysis:
Annual Basic Cost for Digital Booklet
Booklet design URL/WWW Maintain and update Booklet Total Cost
$3,200 $180 $5,040 $8,420
$0 $0 $5,040 $5,040
*Note: Free lancer Designer hourly rate is $80,assuming the booklet would require 40 hrs. work, an URL will cost 14.99/mo. on 10 year purchase.On campus student rate is 8.40/hour, maintenance will require 20 hours/week, 30 weeks/yr.
DIGITAL BOOKLET
General Booklet for all teams (e.g.15pages)
V.S.
Special Booklet for each team(e.g. 6pages)
Key Factors:1. Fan reaction2. Sales pattern3. Operation risks4. Off season posts
• More Ad Space• More Content
Long version
• More info related to games
• More games more posts
Short
version
OPERATION STRATEGY
• Short Term (1-2 years):
Post booklet bi-monthly during academic semester, and once a month during summer and winter break, 18 times a year
Team up with UConn Newspaper and magazine for content
Low-cost/free trial to attract business for a long term agreement
Train internal online marketing and digital media production team
• Long Term (2+ years):
Wholesale ad space to external ad agency, OR
UConn Athletics sell ads directly to its customers
Adjust price to meet market needs
PRICING STRATEGY
Half Full Annual
Agency Discount
200 400 Total 20% 30%13p 4 2 28800 23040 20160
3 3 32400 25920 2268015p 5 2 32400 25920 22680
4 3 36000 28800 2520017p 4 4 43200 34560 30240
5 3 39600 31680 27720
Half Full Annual
Agency Discount
250 500 Total 20% 30%13p 4 2 36000 28800 25200
3 3 40500 32400 2835015p 5 2 40500 32400 28350
4 3 45000 36000 3150017p 4 4 54000 43200 37800
5 3 49500 39600 34650
Sensitivity Analysis
*Calculation based on 18 posts a year
Half Full AnnualAgency
Discount 100 200 Total 20% 30%
13p 4 2 14400 11520 10080 3 3 16200 12960 11340
15p 5 2 16200 12960 11340 4 3 18000 14400 12600
17p 4 4 21600 17280 15120 5 3 19800 15840 13860
Half Full AnnualAgency
Discount 150 300 Total 20% 30%
13p 4 2 21600 17280 15120 3 3 24300 19440 17010
15p 5 2 24300 19440 17010 4 3 27000 21600 18900
17p 4 4 32400 25920 22680 5 3 29700 23760 20790
Advertising Presence on Facebook
HUSKY FANS OPINIONS• From our survey, 65.2 % of fans thought post coupon information on
Husky social media page is effective and very effective in engaging with Husky fans on social media
Very Ineffective Very Effective
1 2 3 4 5
2
6
8
21
9
Coupon information sent from Husky's sponsors
HUSKY FANS OPINIONS
It is great!76%
It doesn't matter for
me24%
• How do fans feel if UConn Huskies Facebook page posts a coupon with discount price in a sponsor store?
0% -I don’t like this kind of promotion on Husky social media
• How likely will fans really use the coupon posted on UConn Husky social media site?
Very Likely
Very Unlikely
1 2 3 4 5
1
6
13
22
4
How likely would you use the coupon?
INEFFECTIVE ADVERTISING EXAMPLE
• Many negative comments
• Instead of adding value it can turn off fans from the page
REASONS
GOODADVERTISING EXAMPLE
• Social responsibility
• Ticket sweepstakes
• Product placement
• Special events raffle
• Coupons for local stores
REASONS
Online Video
Other
Game Live Photo
Player Photo
Fan Experience Photo
Updated News about Players
Game Information
Behind Scene Video
Game Highlights Video
Interesting Video
1
6
9
8
16
20
23
25
29
• From our survey, the first top three features which fans want to see on Husky social media page are all Videos
HUSKY FANS OPINIONS
*One person chose “other” mentioned - ”Interviews”
GOOD EXAMPLE
One Texas Longhorn video on YouTube, Facebook and Twitter
COST FOR ONLINE MARKETING CAMPAIGN
Platform Basis Range of Fee
Cost Per View/ClickFrom high-end ($.3) to low-end ($.1)
Cost Per Thousand and Cost Per Click
Page Like Action: $.5Reach: $.02Clicks: $.2Social Impressions: $.1
Monthly Package Minimum: $ 0-999
GOOD EXAMPLE
Platform Value Range of Fee
3210*.2=642From high-end ($.3) to low-end ($.1)
1552*.02*10+1552*.2*10+1552*.1*10+120*.02+120*.1+85*10*.1=5065.8
Page Like Action: $.5Reach: $.02Clicks: $.2Social Impressions: $.1
$ 200 (conservative) Minimum: $ 0-999
$ 5907.8
RETURN ON INVESTMENT
Potential benefits
Ticket revenues
Sponsorships
Reputation
Create value from
online video views
Increase fan numbers
Enhance “Huskies”
loyalty
Potential Returns
Ticket revenues
Sponsorships
Reputation
Create value from
online video views
Increase fan base
Enhance “Husky” loyalty
APPROACH
• Catch Fans’ attention
• Inspiration video• Highlight video• Entertainment video
• Increase Ticket Sales
• Promotional video• Game information
• Generate Positive Image
• Community service videoFrom our survey, 56.5% of fans thought posting community service videos on UConn Husky social media page is effective and very effective in engage with Husky team
Very Effective Very Ineffective
1 2 3 4 5
23
15
21
5
VIDEO EXAMPLES• Entertainment video
(Notre Dame)
• Promotional video
(Michigan)
• Community service video
(Texas Longhorns)
OTHER INTERESTING FINDINGSText Message Marketing
Oklahoma Cowboys asked fans to text a code to “55678” for the chance to win free tickets, gas card, or a trip!
Benefits: Help sponsor capture potential customer’s mobile number for future mobile marketing campaigns
Cost: There is Free Trail of this service
1 2 3 4 5
0
5
16
18
7
01
16
18
11
01
5
27
13
To share your game experience photos on UConn Husky Social Media Platform(s)
Voting for the best player
Events to meet with famous player(s)
OTHER SURVEY RESULTS
Very Ineffective Very Effective
• Fans think events involving popular player(s) is the most effective approach to engage with Huskies on social media!
Thank you!