“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
Play
More
In the
Social
Sandbox