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2012 March Madness

2012 March Madness. The Final Four Effect. The power of engagement. Social media may be fun personally but professionally it is one of the most powerful media/marketing/advertising tools we have ever had. Here is why. Online and the social graph. *. Global acceptance. Sharing w/ friends.

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2012 March Madness

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  1. 2012 March Madness The Final Four Effect

  2. The power of engagement Social media may be fun personally but professionally it is one of the most powerful media/marketing/advertising tools we have ever had.Here is why... Online and the social graph * Global acceptance Sharing w/ friends Efficient comm. Viral potential Retire on $315M Property ownership Mass media love Personalization

  3. The ripple effect of the social graph Your post is only the beginning

  4. Test answers before the test Have an online pre- plan; internally, for partners, fans, affiliates, sponsors, etc. Post more; we did not meet a communication threshold. Post more photos; we did not feed the frenzy enough Ask more; we did not ask enough questions or link to the Giving site enough Size matters and bigger is not better Post shareable content; general information does not perform as well Creating and posting funny, themed or time-sensitive content works Controversy is OK as long as we do it right Engage and/or feed the frenzy Mass media still kills social media BUT mass media has no connection to the fan Create and engage with a larger Hit List next year (media, bloggers, twits, etc.) Pinterest! What did we learn from March Madness

  5. Websites from March 1 - April 4 Meanwhile back at the ranch Louisville.edu ChartingOurCourse.org Campus tours Applications pages

  6. Personal impact The reports I will show today do not show the impact a single person can have. Use the general formulas below to see how much impact YOU had during the final four: 9 of 16 of my posts were about NCAAs, they reached 73,012 and 764,440 impressions Facebook Count the number of posts you put up about the Final Four from March to April 4. (number of posts) x (# of friends) x (.16) = number who saw posts (number of Final Four photos) x (# of friends) x (.17) = number who saw pix (number of shares) x (# of fans your friend has) x (.16) = 2nd gen. # who saw post (((# of your Likes) x (130)) + (# of your Likes)) * (0.06) = Reach per weekyou can divide this by day or post (Reach) x (10.4) = Impressions By the numbers

  7. Advertising (on Facebook) By the numbers Summary 50% of our individual Reach during the time frame came from ads 50% of our impressions during the time frame came from ads Keep these numbers in mind as you go through the next section.

  8. Page impact - University of Louisville (academic) By the numbers

  9. Page impact - University of Louisville (academic) Posts that rocked… By the numbers So what? The difference the Final Four makes on FB; Avg. 3-1 to 4-3 2012 Diff. Stories 4,591 25,424 554% Impress. 465K 4,120,539 884% New likes 310/mo. 2,752 888% Daily reach 3,663 28,539 779% Daily engaged 145 830 572% Day consumption 6,918 125,376 1,812% TOTAL: 4,120,539 public impressions Single, supers Original content Text only. Shooting 3s

  10. Page impact (academic, download) Downloads 2011 average 2012 Madness By the numbers

  11. Page impact - Louisville Cardinals (athletics) By the numbers

  12. Page impact - Louisville Cardinals (athletic) Posts that rocked… By the numbers So what? The difference the Final Four makes on FB; Avg. 3-1 to 4-3 2012 Diff. Stories 11,144 80,577 723% Impress. 2,514,663 4,516,498 180% New likes 3,053/mo. 6,373 209% Daily reach 15,049 34,220 227% Daily engaged 530 2,888 545% Day consumption 59,973 215,931 360% TOTAL: 4,516,498 impressions

  13. Page impact (athletics, download) Downloads 2011 average 2012 Madness By the numbers

  14. Public impact (includes Twitter, FB, Blogs, newsgroups, etc.) Public vs. Private reporting The previous pages contained very specific, private, identifiable information (Titanic). The next few pages contain more general, keyword-based information and data because it is based on publically accessible information (Iceburgs), not pages or posts. Keep in mind. The previous slides and next slides DO NOT account for private posts, shares, comments and other engagement that are not public and not connected to you. There is another potentially huge audience that we are unable to track (Godzilla). Example: John Doe is not my friend or friend of my friends, did not see our ad, does not like either me or UofL (or anyone affiliated with us) but still posted about UofL and had strong engagement about the post. By the numbers

  15. Public impact - campaign keywords So what? Using estimates from Harvard, Technorati, TheNextWeband other experts, here are the estimated mo. public impressions;Facebook: 56,160 Twitter: 6,751,235 Blogs: 18,538 News: 34,638 Forums: 54,912 TOTAL: 6,915,483 public impressions So what? Using estimates from Harvard, Technorati, TheNextWeband other experts, here are the estimated public increases over mo. averages;Facebook: +2,250% (some days almost 4,000%) Twitter: +2,097% Blogs: +269% News: +418% Forums: +318% Primary keywords L1C4 CardNation Team502 UofL Other terms tracked University of Louisville UofLSports Peyton Siva Rick-Pitino Stay classy KY By the numbers

  16. Converting impressions to income The data here is based on Cision report valuations. The estimates are based on evaluating online, news and TV media (heavily online); the audience size and price per impression. The most expensive by far (over 4X Reuters) was WHAS Local TV, which was not included in these numbers. The Midas touch

  17. Test answers before the test Have an online pre- plan; internally, for partners, fans, affiliates, sponsors, etc. Post more; we did not meet a communication threshold. Post more photos; we did not feed the frenzy enough Ask more; we did not ask enough questions or link to the Giving site enough Size matters and bigger is not better Post shareable content; general information does not perform as well Creating and posting funny, themed or time-sensitive content works Controversy is OK as long as we do it right Engage and/or feed the frenzy Mass media still kills social media BUT mass media has no connection to the fan Create and engage with a larger Hit List next year (media, bloggers, twits, etc.) Pinterest! What did we learn from March Madness

  18. See detailed reports and reports not in presentation Public keywords CardNationUniversity of Kentucky Go CardsUniversity of Louisville Go CatsUofL John CalipariUofLSports Kentucky WildcatsWildcats L1C4 Peyton Siva Rick Pitino Stay Classy KY Team 502 Downloads

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