SOCIAL MEDIA AUDIT/LISTENING REPORT

AND STRATEGY PLAN By: Katie Souther, Kayla Glanville, Katie Keene and Katie Bartholomew

Audit Report

Background: Quack Cave, an entity of University of Oregon Athletics, is a social media command center located in Autzen Stadium. UO students are in charge of monitoring, producing and pushing content through Oregon's multitude of general and sport-specific accounts across all major social media platforms. Twitter is the main channel Quack Cave uses (@QuackCave) to relay all information regarding University of Oregon Athletics and is a personified version of the brand.

Social Media Site

URL Bio/Info Fans/Followers

Twitter twitter.com/QuackCave Official Account of Oregon Athletics social media command center. Go Ducks!

7,559 Followers

Instagram Instagram.com/quackcave quackcave.com 45 followers

YouTube Youtube.com/GoDucksdotcom The Official YouTube Channel of the University of Oregon Ducks

14,375 Subscribers

What is being shared? Quack Cave combines a mixture of produced content and re posting others’ content. Content includes game updates/information, up to date news, promotions, product releases, and audience engagement. Quack Cave consistently uses various hashtags along with its posts. These include #goducks #QCknows #nationalbrand and #YFTFT. As for consistent information, on Twitter there isn’t a lot, only because the Quack Cave account talks about 17 different athletic teams at the University of Oregon. Schedule Quack Cave posts, retweets, and replies anywhere from 5 to 10 times a day.The majority of tweets provides information for fans, and is not all fan engagement. Personality

The University of Oregon Athletic Program uses Quack Cave to personify their original @GoDucks account by using it to engage and chat with all Duck fans. QC wants followers to interact with this account as if they were friends with the people manning the Cave. Voice is authentic and meant to create interest around the Oregon brand.

Key Messages Who an account follows says an important message. Quack Cave follows a number of previous and current athletes at the University of Oregon. Quack Cave also follows employees of the University and employees of relevant organizations/companies along with media. It also seems like they follow certain

University of Oregon students. This following list shows they are athlete and sports information focused. Quack Cave also retweets people with positive/ interesting tweets regarding Oregon Athletics. This reflects what brand is stating as most interesting and important. Some examples:

What is Working

Variety - The University of Oregon Athletics department does a good job of creating unique content. Innovative - Produces creative concepts that have the ability to grow Audience - Loyal audience who is willing to engage. Consistent hashtags help this process

What Isn’t

Consistency It is easy to see when a different person is working at the cave because the content differs. Cohesion could definitely be improved. Low Presence on Instagram Throughout our monitoring process only one photo was posted to the Instagram account. Though this platform is not actively used, Quack Cave still has 45 followers, showing there are fans on this site but content is not created for them at this time. Inconsistent Messages There is a lack of clarity with the naming of the various Oregon Athletics social media accounts. Quack Cave has consistent naming on Twitter (@QuackCave) and Instagram (quackcave). And Go Ducks appears on Facebook and YouTube. Each of the 17 athletic teams have Facebook pages and Twitter accounts. This creates a very cluttered presence on social media without mentioning the various athletes’ accounts and any

fake accounts that exist.

Listening/ Monitoring Research (10 pieces)

Data Table

Source Source Credibility Date/Time Comments Instagram (keelandj) Fan opinion March 11, 2013 4 “likes” Instagram (astifam) Fan opinion March 11, 2013 37 “likes” Twitter (Frank Haskett) Fan opinion March 12, 2013 2 “favorites” Twitter (Cole Carson) Fan opinion February 7, 2013 ---- Instagram (that_girl_liaa) Fan opinion March 10, 2013 20 “likes” Twitter (Cody K) Fan opinion March 5, 2013 ---- YouTube (Matt Kearney) Fan opinion January 4, 2013 229, 708 views

2, 295 “likes” 75 “dislikes” 447 comments

Instagram (1ndunn) Fan opinion March 9, 2013 13 “likes” 3 comments

YouTube (gmfpike) Fan opinion February 23, 2013 31 views 0 “likes” 1 “dislikes”

YouTube (madmike1951) Fan opinion March 2, 2013 1,095 views 18 “likes” 0 “dislikes”

Listening and Monitoring Report

Purpose: Quack Cave is the social media hub for Oregon Athletics. Managing, monitoring and engaging with fans about 17 different collegiate sports, makes Quack Cave more than innovative. Quack cave focuses on producing accurate information quickly across multiple social media platforms, while creating a two-way conversation with fans. Twitter (@QuackCave) is the number one social media outlet for Quack Cave, with 7,559 followers Twitter is the ideal platform for pushing out important information. Quack Cave was created to be the personification and customer service of the Oregon Athletic brand. Focusing on a ‘Fan-centric’ brand gives fans a way to be a part of the action at all times. In addition, Quack Cave has the ability to produce content that is not available to the media, making an even stronger relationship with fans. It is important for Quack Cave to be active in monitoring social media because of the constant changes that occur in collegiate athletics. Also, because Quack Cave is such a large entity of the Oregon Brand, staying relevant is key for success. Methodology: The qualitative and quantitative research on Quack Cave’s social media presence was conducted between January 1, 2013 and March 10, 2013 using Postano, Crowdbooster, Awareness and TweetStats. Postano, a program that aggregates social media content from multiple platforms (Facebook, Twitter, Instagram, Flickr, Vimeo, YouTube, mass media publications) on to one feed, was the primary source for qualitative research. The accumulation of categorized posts (whether by subject, hashtag, or producer) helps Oregon Athletics to create meaningful conversations with, and to collect valuable insights on, the Oregon brand. In addition, Crowdbooster, Awareness and TweetStats helped quantify insights by gathering analytics. By keeping track of tweets, retweets, mentions, favorites and potential impressions, Crowdbooster provides Quack Cave the opportunity to keep track of internally produced content, and the content’s external impressions. Awareness provides a list of the best tweets (chosen based on the number of engagements per tweet) from the Quack Cave. By compiling this information, Quack Cave employees have a better idea of what kinds of content to post in order to keep the brand relevant and engaging. Lastly, TweetStats provides bar charts that show aggregate monthly, daily and hourly tweets in relation to audience trends. By recording this information, Quack Cave can hone in on the best (and worst) days and times to tweet. While these programs are credible sources to gather analytics, the content produced on each social media platform are rarely credible. Unless Athletic

Department employees produce the content, or the content is published with the consent of Athletic Department employees, than the information circulated is not credible.

Results:

Types of Fans Through listening research it is evident that all kinds of people like to post on the Web about the Ducks. Duck fans range from famous people like music artist Mat Kearney, to professional athletes, to 14-year-old girls. When someone like Mat Kearney, or former Duck alum, LaMichael James posts something about University of Oregon Athletics the reach of their message could potentially be much larger than an average fan. Content It is also important to note that people are posting many different kinds of media. These include photos, videos, tweets, Facebook posts, and links to news articles. Content of fans posts include all Duck sports. Some people like to talk about football, while others are more concerned with women’s sports. People are not always posting about how much they like the Ducks. Others use Quack Cave as a customer service tool. Quack Cave fields many questions about what time games are, what is going on with a certain athlete situation (i.e Chip Kelly’s departure) and other sports related inquiries. Differences in Engagement Another finding from this research is that some people post about/want to talk about the Ducks heavily, where others just want to monitor content Quack Cave is putting out. The Quack Cave Twitter account is the main place for fan engagement and sees the most fan-content directed towards its page. Because every fan talks about different sports teams and different amounts, it is important for Quack Cave to be careful of that. This means balancing content between all Duck sports teams and not overly posting for those fans that only want to listen not participate.

Conclusion: The one thing most evident from this research is that fans are posting and talking about University of Oregon sports quite often. This provides Quack Cave many avenues for fan engagement. Because fans like to share their favorite plays of a game or a picture from a certain event, this gives Quack Cave an opportunity to share fan-created content, which can add variety to its social media. These results also show that fans like to share visually, which means Quack Cave should capitalize on this fact through visual platforms like Instagram and Facebook.

Social Media Strategy SWOT

STRENGTH - Large international following across multiple social media platforms - One of the “biggest brands in collegiate sports” i.e. influential in the business - Large budget ($93.5 million) - QC produces unique content and behind-the-scenes coverage that people can’t get from the media - Customer service: All incoming “tweets” are considered similar to an email or a phone call. Questions/ concerns are addressed on QC Twitter account - “Fan-centric” outlook gives back to the fans. As ticket prices rise, in-house social media communication keeps fans engaged and feeling important - “Fun” and “innovative” content keeps fans from across the globe engaged and/or following the Oregon Athletic Department on multiple social media platforms - Oregon is a “cool” brand; many people want to be a part of it - Two-way communication on social media allows the Oregon Athletic Department to gather quantitative and qualitative data regarding fan interests, concerns and what people are talking about re: Oregon Athletic Department- - social media allows for brand personification and direct engagement - social media accounts for all of its 17 varsity teams, ticket office, and upper management personnel

WEAKNESS - Unorganized. Many account names for the Athletic Department’s multiple social media platforms. - Content is restricted by NCAA/ Division 1 regulations. - Ticket prices are rising and people are taking to social media to voice their disapproval - Most QC personnel (excluding Athletic Directors) only have the ability to post to QC accounts when they are in the ‘cave, which can result in slow response times and/ or mixed messages on specific issues - Instagram account is not being utilized (1 photo). - Little to no control over what is said about the Oregon brand on social media - Rumors spread quickly about the Oregon Athletic Department, and its teams, that require social media crisis communications

OPPORTUNITIES - More students are incorporating social media strategy into their education. Thus, QC has a larger pool of potential “quack cavers” to hire from. - Better integrate certain social media platforms into social media mix (ex: Instagram, Pinterest) - Instagram is a popular application and speaks through visuals. QC can use Instagram to give behind-the-scenes pictures of different teams, national championship tournaments and infrastructure. - Move the QC closer to Athletic Directors, Web Communications and Operations staff so that content being created and distributed stays consistent and collaborative

THREATS - Other collegiate brands are beginning to “copy” the Quack Cave. Soon, similar social media efforts will be standard for other Athletic Departments. - Posting the wrong information/ information that violates NCAA/ Div I rules could jeopardize the Athletic Department - Students running the cave leaves more room for potential error or mistakes due a lack of experience - The potential for one of the Oregon Athletic Department’s accounts being hacked, and posting content that violates the NCAA/ Div I rules and/or otherwise obscene content, is high because Oregon is such a popular and sometimes controversial brand

People

Quack Cave’s audience includes University of Oregon students, fans, alumni and sports enthusiasts. They are extremely involved Duck fans and follow Quack Cave on social media to stay connected with the university’s athletic teams. Quack Cave’s current audience is comprised of spectators, joiners and critics. Spectators use the content posted by Quack Cave to keep up with the athletic teams and the athletic department. They rarely interact with the various teams’ accounts but read the content posted. Quack Cave interacts with many of their followers on social media. These people are categorized as joiners and critics. They comment on posts by Quack Cave and the athletic teams. They also maintain active profiles on social media.

We would like to create a social media experience that accommodates these three groups. Quack Cave should engage the joiners and critics on social media, while providing interesting content for the spectators to keep up to date on their favorite University of Oregon teams. Creating surveys, competitions and giveaways to supplement team statistics and game information can do this.

Objectives a. Long-term

Develop a positive brand image around the University of Oregon as a school and an athletic program. Set a precedent for digital media and strategy surrounding collegiate sports teams.

b. Short-term

Current: Relay current and accurate information about the University of Oregon Athletic Teams to fans, students, athletes, alumni and sports enthusiasts. New: Create a more cohesive, clear brand message. Up fan engagement Measurable goals can be found in weekly timeline.

Strategies

a. Create a cohesive direct message regarding the organization of all Quack Cave and Go Ducks accounts b. Use channels to create more fan excitement c. Don’t necessarily want more followers but more influence. (Talking and energizing) Fans feel important when they get insider information. Instagram could help fans feel more involved and updated.

Technology 1. A/T= Twitter

a. Twitter reaches a large demographic quickly, allowing Quack Cave to continuously push out information and create a two-way conversation with sports fans. In addition, Twitter is a great media outlet to engage with fans who may not know everything about Oregon Athletics. Quack Cave has taken full advantage of Twitter and does an exceptional job interacting with sports fans on a daily basis. At this point, Quack Cave has set a precedence and must continue to interact and inform fans quickly and consistently. Posing simple questions on Twitter allows for more engagement and responses and gets people talking about University of Oregon sports online. Followers re-tweet and favorite these questions as well, which makes them available to their followers, thus further promoting Oregon Athletics.

2. A/T= Instagram

a. Instagram allows Quack Cave to deliver behind the scene pictures which media does not have access to, creating a unique relationship with fans. Quack Cave has yet to fully develop their Instagram account, but sees the potential it could have for the brand. Quack Cave can do this by posting more often with its own photos as well as fan photos.

3. A/T= Postano

a. Postano allows Quack Cave to integrate, manage, and listen to all social media accounts while communicating with sports fans. Postano is an extremely unique social media platform that very few companies and brands have adopted. However, Quack Cave has not only adopted the technology but has developed the ways it can be used. Postano will be a key tool for Quack Cave to use to monitor what is being said and posted about University of Oregon Athletics. QC can also use it to find fan content to repost.

4. A/T= YouTube a. YouTube is currently run under the Go Ducks

account but Quack Cave is usually the one to post content to it. In the channels about me, describe how Quack Cave gathers fan content to upload videos and how Quack Cave and Go Ducks are synonymous despite the different account names.

Measurement/ Evaluation

Long-term

Quack Cave can measure their long-term goal by monitoring their social media platforms and listening to what fans are saying. If Quack Cave stays on their current path, they will continue to be leading innovators in the social media industry.

Short-term

Relaying current and accurate information to fans can be evaluated by the amount of tweets, posts, and pictures Quack Cave is pushing out. Keeping up to date on relevant information means Quack Cave will have to constantly be on multiple social media outlets.

Timeline (weekly)

Instagram: 7+ pictures Goal

100+ “likes” 10 new followers YouTube:

2 posted videos Hashtags: #NationalBrand, #GoDucks, #DuckSwag, #QCtbt, #QCknows, #InternationalBrand, #ProDucks

Goal 10+ new subscribers 50+ “likes”/video 200+ views/video

Twitter:

400+ Tweets 20+ AD Staff/ Fan RTs

Goal 300+ RT 100+ Favorites Hashtags: #NationalBrand, #GoDucks, #DuckSwag, #QCtbt, #QCknows, #InternationalBrand, #ProDucks 90+ Mentions 20 New Followers 900,000+ Potential Impressions (Sum of @quackcave followers + sum of Retweeter’s followers)

60+ New Followers 900,000+ Potential Impressions (sum of @[teamaccount] followers + sum of retweeter’s followers)

b. Schedule

*Athletics directors will tweet on Saturdays and Sundays **Various personnel will be assigned to cover each of the varsity games Budget -Staff consists of University of Oregon 9 student interns working 2-3 hour shifts at a time (Zero Cost) -$15,000/ year for electricity, cable/internet and updating technology costs Appendix: Twitter (By: Kayla Glanville)

@quackcave: Once a Duck, always a Duck. @CaseyMatthews50 + Chip Kelly #ProDucks #QCtbt (Link to Quack Cave Instagram account. Picture of Casey Matthews and Chip Kelly on the Oregon Football sideline beside a picture of Casey and Chip on the Philadelphia Eagles sideline.) @quackcave: Oh hey, @DwayneWade. Nice kicks. #DuckSwag #YFTFT @quackcave: Congrats to @OregonTF! The Oregon Women 4x400 are now 4 time indoor national champs! #GoDucks @quackcave: Good luck today @OregonSB @OregonTF @OregonWLAX! Game times: http://www.goducks.com/main/Schedule.dbml #GoDucks @quackcave: #NationalBrand RT @DucKFan344: Always wearing my #DuckSwag, even on the East Coast!! #GoDucks

@quackcave: Check it: www.goducks.com/watch #QCknows RT @PNW_Girl22: I hate that I can never know where I can watch Oregon Softball games.

YouTube (By: Katie Keene)

-Create a video on YouTube, touring the new football operations center (similar to the All Access Moshofsky Center video pictured above) -The purpose of this video is to show how the football team benefits from the new center -The video could help dissolve rumors of a hot tub in the coach’s office or any other erroneous claims -This video will also provide curious fans access to the new center and get them excited for the Spring Game Instagram (By: Katie Souther) Sample Instagrams:

1. UO Baseball team huddle in the dugout before they take the field. Use #GoDucks, #QCKnows keeping consistent with QC’s frequent hashtags. 2. To create fan engagement, Quack Cave Instagram account can post photos of Puddles around campus or around athletic facilities and urge fans to guess where he is. 3. Use Twitter account to promote fans to share their best Duck sports pictures on Instagram using #GoDucks and @QuackCave. Tweet out and repost on Instagram the best ones. March Madness (By: Katie Bartholomew) During specific events Quack Cave will use all three social media platforms to reach multiple audiences. Sample Tweet: Don’t forget to watch @OregonMBB on ESPN Saturday night at 6pm! #GoDucks #NationalBrand #MarchMadness Sample Instagram: Have a picture of the Men’s Basketball team in the locker room before they take the court for their first game in the tournament. Sample YouTube: Create a lead up video of the Men’s Basketball team, highlighting the steps it took for the team to make it to the tournament. !