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THIS IS BRANDSNAP MADNESS

NCAA March Madness

April 9, 2014

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BRANDSNAP GENERAL TRENDS

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Sports brands perform just below famous people

Celebrities’ and Politicians’ accounts have the highest BrandSnap Scores* in the overall social arena followed by Sports, TV/Movie/Radio and non-alcoholic beverages

– *The BrandSnap Score measures brand social performance across Facebook, Twitter, YouTube and Pinterest

Sports

BrandSnap Score/Social Performance by Sector

April 2013 – April 2014

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Sports is big on video platforms such as YouTube

People/Celebrities may rule Facebook and Twitter, but Sports still owns a small but

noticeable share on both platforms. Sports was a strong contender on YouTube, with

its share nearly rivalling People’s. The top Sports brand is NBA.

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GETTING YOUR HEAD IN THE GAME

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UConn outperforms Kentucky despite smaller audience

Despite a much smaller Twitter following (45k vs Kentucky’s 74k), Connecticut’s

game-day posts garnered significantly

greater engagement on Twitter 45K

74K

Twitter Followers

On Twitter, Kentucky always outperformed its final rival, UConn, until UConn took the

March Madness crown home

Simple. Text-only.

Smaller fan base. More

than 2.5K Retweets and

Favorites total

Image-based.

Hashtag-fiesta.

Larger fan base.

Engagement

half that of

UConn.

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Florida may have lost to UConn in Final Four, but it beat the Huskies on social!

Florida and Connecticut both used the same content strategy: showcasing their teams’

homecomings. However, Florida not only received tens of thousands more views, but it

also beat UConn in overall YouTube performance!

After UConn’s win, its YouTube score rose quickly, but it still wasn’t enough to beat the

Gators.

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Despite loss, Kentucky rises to number one in social

* BrandSnap measurement only across Facebook, Twitter, YouTube, and Pinterest

Ranking at 3/31/2014

After Elite Eight

Ranking at 4/8/2014

After Championships

Despite Kentucky’s loss in the

Championships, it claimed the crown on social

After the Championships,

Connecticut climbed the ranks

from10 to seven

Two out of three Southeastern teams,

Kentucky and Florida, maintained

positions in top three throughout March Madness period

Michigan State and Arizona swapped

fifth and sixth spots while Tennessee

fell below Virginia and Iowa fell two places while Stanford rose two,

effectively swapping their eleventh

and thirteenth positions

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The Final Four and Arizona beat the Sweet Sixteen on YouTube

On a weekly average, the Sweet Sixteen Teams generated 7,545 YouTube views

Wisconsin, Kentucky, Florida, UConn, and Arizona did even better than that, with an

average of 20,665 YouTube views

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Having a high overall ranking doesn’t necessarily mean you rock across all platforms

Wisconsin’s Celebration of Elite 8 (190K views) beat Paris

Hilton and Lil Wayne’s “Good Time” Teaser (7K views),

Elton John’s 40th anniversary videos (119K views), and

nearly all of Donald Trump’s content!

Ranking Chart (based on BrandSnap Score) Sports, People, and TV/Movie/Radio Sector only April 2013 – April 2014

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Kentucky and Wisconsin beat big-name social media accounts

Despite Print and TV/Movie/Radio-related brands having a higher share on YouTube, Kentucky and Wisconsin actually outperformed several big name media outlets like The

New Yorker, Rolling Stone, Sports Illustrated and TV Land

YouTube Performance by Sector

during March Madness

Kentucky

Wisconsin

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UConn’s victory goes tow-to-toe with SuperBowl Blackout

Justin Bieber may be the reigning top dog of social media (by BrandSnap Score), but

the Huskies are holding their own: UConn’s tweet announcing their March Madness

victory received more favorites and almost as many retweets as Audi’s famous tweet at competitor Mercedes-Benz during the SuperBowl Blackout last year

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