KUSports.com | Big 12 Tournament

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World Company Case Study: KUSports.com at the Big 12 Tournament The World Company | www.ljworld.com | [email protected] | @WorldCoSocial

Transcript of KUSports.com | Big 12 Tournament

Page 1: KUSports.com | Big 12 Tournament

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

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Done.

The World Company | www.ljworld.com | [email protected] | @WorldCoSocial