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The Michigan #GoBlue Case Study was presented at the BTN Social Media Summit. The presentation highlights how BuzzMgr worked with Michigan Athletics during their 2012 Spring Football practice.
Citation preview
“Taking Twitter to
The Big House” Moving the Needle on Tradition
Presented by
Kathleen Hessert: Sports Media Challenge
Jordan Maleh: University of Michigan
© 2012 All Rights Reserved
Great Idea!
© 2012 Sports Media Challenge
© 2012 Sports Media Challenge
How Do We Know Its Impact?
Partner
for
3 Key
Needs
© 2012 Sports Media Challenge
Measurement Tool
Expert Insight
Activation Team
• Integrate #GoBlue on the field
• Use social media to ignite & engage fans
• Listen & analyze
• Deliver measureable results
• Drive attendance
• Plan for possible expansion
© 2012 Sports Media Challenge
Goals for #GoBlue
Where Do
They
Start?
7
Internal
Challenges
&
Solutions
© 2012 Sports Media Challenge
• Ultra- traditional athletic legacy & fan base
• Build advance campaign to announce
• Communicate Spring Game only-
not regular season
• Create contest to engage fans early
• Coach who refuses to use social media
• Approval without personal participation
• No effective monitoring/ measurement
system currently used
• Partner to apply BuzzMgr tool &
personnel
• Determine best tactics & timing
© 2012 Sports Media Challenge
• Stand alone event generates attention over attraction
• Eliminate view of #GoBlue as a gimmick
• Build ecosystem around it
• Solicit media & influential advocate buy-in ahead of time
• Extend to online & offline, in-stadium & displaced fans
• Contest to incent in advance
• Create Twitter ribbon on video board
• Widget to highlight fan engagement everywhere
#GoBlue
Fan Contest
Digital Street Team
Video Board
Widget
Live
TV
Monitor
Develop the
#GoBlue
Ecosystem
© 2012 Sports Media Challenge
Checkins
Integrated
Tactics
© 2012 Sports Media Challenge
• On field hashtag
• Email blast
• Fan contest
• Tweet board
• Storify
• Facebook posts
• Foursquare checkin
• Website
• Traditional media outreach
• BTN coverage
11 © 2012 Sports Media Challenge
Easy
Access,
Frictionless
Sharing,
Online &
Offline
Results
• 3 day contest
• 1,169 entries
Rules
• Follow @umichfootball
• Include #GloBlue
Win
• 10 VIP seats to Spring
Practice
• 4 scoreboard messages
during event
• 2 tix to Michigan vs.
Michigan State
• 1 of 2 $50 Gift cards
#GoBlue
Fan
Contest
© 2012 Sports Media Challenge
@Sneaker1Freak I won!!! *does running man* Yeah yeah!! #GOBLUE
Traditional
Media
Outreach
ESPN’s #3 top headline of day “Tweet Idea” Day 2 of #GoBlue initiative
© 2012 Sports Media Challenge
Big Ten
Network
Integration
On-field
&
On-Air
© 2012 Sports Media Challenge
Smart
Listening
What we’re fans saying?
• Prior to event talking about surprise social initiative & divergence from tradition
• Day of conversation switched largely to football
• Top 5 themes:
– Spring game
– Hashtag
– Recruits in attendance
– Upcoming Football season
– Weather
© 2012 Sports Media Challenge
16
BuzzMgr™
Stats
© 2012 Sports Media Challenge
Buzz Rating • 9.9 on scale of 0-10 • April 10-16th
• Peaked on day of game
Where were fans talking? • 87.11% on Twitter
Geographic Reach • 39 states & 24 countries
Sentiment • 62.7% of Michigan, general sports fans & social media users were positive or vy pos.
Searches • 17,518 relevant posts • 5942 on game day
Hashtag Potential Reach • 24 hrs Thurs –Friday • 16,148,000 reach • Game day & prior reach significantly larger
Coverage
Drives Fan
Engagement
BTN Live Coverage: Michigan Spring Practice Avg: 15 TPM 30min before: 5 TPM Telecast 1st 30min: 18.4 TPM 1st 60min: 18.0 TPM Ohio State Avg 10.7 TPM 30min before: 2.5 TPM Telecast 1st 30min: 20.4 TPM 1st 60min: 15.0 TPM
© 2012 Sports Media Challenge
18
Leverage
Influencers
&
Advocates
© 2012 Sports Media Challenge
INFL
UEN
CE
RELEVANCE
High relevance High influence
Low relevance Low influence
Influence Mapping
@mstatesports
A photo of Michigan's #GOBLUE hashtag
on the field for their spring game today
14 Apr 12
This has taken it to a whole other level. We love it.
1mm followers
Next Steps
• Listen deeply & consistently
• Leverage advocates already identified
• Focus on long term relationship building
• Engage influencers
• Develop social culture within department
• Up the game to prove devotion to leadership role
• Monetize © 2012 Sports Media Challenge
20
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