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SOCIAL MEDIA

SOCIAL MEDIA OVERVIEW Social media is an increasingly important facet of any integrated communications plan. Social media has become an outlet to reach an audience that has already shown interest in the event by “liking” or “following” the Championship’s profile pages. It also provides a platform to push out day-to-day activities, real-time updates, event photo albums, behind-the-scenes information, etc. The Championship’s social media platforms are full of great content centered around golf, the Championship (i.e. sponsors, volunteers, course, players, etc.), Friends of Children’s Hospital, and of course, chicken and the Sanderson Farms corporate brand.

CAMPAIGNS Campaigns are a great way to create themes or recurring events/days in social media messaging. In addition to Throwback Thursday, Flashback Friday and the like, campaigns may also center around holidays and observances. To display the fun, lighthearted side of the Championship, the Agency used the chicken silhouette that had been present on the course signage and other outlets for many of these postings. The following page contain examples of such campaigns.

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SOCIAL MEDIA

PLAY IT OR DROP IT?

The “Play It or Drop It?” campaign created a great deal of engagement from social media followers. The campaign featured a ball in a difficult playing position, and posed the question, “Which would you choose?”

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PERMITTED OR PROHIBITED?

The Cirlot Agency created a strategic social media campaign to educate spectators on the permitted and prohibited items list from the PGA TOUR in a fun and memorable way. The campaign was a one-month campaign featuring a quiz three times per week – each Monday, Wednesday and Friday, resulting in 195 entries, 825 visits and 26 shares. The quiz, hosted on the Championship website, as well as the Facebook page under a custom tab, was posted each morning and ended at midnight the following evening. The quiz asked participants to submit their first and last name, email address and agree to the quiz official rules. By capturing email addresses, the Championship was able to build its database and remarket to entrants. After participants entered for a chance to win, a share dialog box appeared where they could share the quiz’s information on their Facebook timeline. This helped the campaign gain more awareness, and allowed participants to gain a bonus entry per person who entered the campaign from his/her timeline share. As each quiz ended, a winner was randomly selected to receive two good-any-day tickets. The winner was then notified via a congratulatory email with directions on parking and to pick up their tickets at Will Call during tournament week.

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VOLUNTEER SPOTLIGHT

The Volunteer Spotlight campaign occurred during tournament week, highlighting individuals who give of their time to help make the Championship a success. The spotlight included the volunteer’s name, hometown, years volunteered and his/her favorite thing about the Championship.

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HOLIDAYS/OBSERVANCES

Any good social media campaign leverages holidays or observances for great additional content, and to allow the organization/event to relate to something current. Below are a few examples of holiday graphics.

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Below are a few examples of graphics for observances.

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SWEEPSTAKES Social media contests/giveaways are a great way to raise awareness of the tournament by directing individuals to “like” the Facebook page, “follow” Sanderson Farms Championship on Twitter, and/or “follow” the Instagram account for a chance to win tournament merchandise, tickets to the tournament or an event, or any other valuable item relating to the tournament. GOALS OF THE SOCIAL MEDIA SWEEPSTAKES

• Increase awareness and excitement for the tournament through a series of contests/giveaways • Encourage social sharing and engagement to expand reach among target audiences • Build a qualified database for remarketing purposes to increase frequency of message to target audiences The Cirlot Agency developed and implemented two social media giveaways to achieve the goals above – a Family/Couples Weekend Getaway and a Big Green Egg Giveaway.

FAMILY/COUPLES GETAWAY OVERVIEW

The Family/Couples Getaway featured two sweepstakes within one. One package appealed to families and the other package appealed to couples. The getaway sweepstakes was designed to make entrants choose one option or the other – family or couples – and the data gathered will help drive future advertising. THE PROCESS

First, the Agency created a one-page PDF fact sheet to email to potential sponsors. The piece included general information about the Championship, why they should contribute, what we would need from them, campaign timeline and details, and how to deliver the materials. Next, the Agency identified target sponsors to help create the ideal package. The Agency sent the one-pager via email and followed up with a phone call to discuss a partnership. The resounding response was that the target sponsors were not only willing, but were excited to partner with the Sanderson Farms Championship. TIMELINE

August 8, 2014 – September 14, 2014

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SOCIAL MEDIA

THE GETAWAY PACKAGES

The Family Package: • Weekend tickets to the BankPlus Fan Pavilion at the Sanderson Farms Championship • Four tickets to the LeFleur Museum District • $75 gift card to Sal & Mookies • $50 gift card to Beagle Bagel • Two-night stay at Hilton Jackson The Couples Package: • Weekend tickets to the BankPlus Fan Pavilion at the Sanderson Farms Championship • Three-day pass to Mistletoe Marketplace • $100 gift card to Babalu/Table 100 • $75 gift card to Char • Two-night stay at Hilton Jackson

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THE RESULTS

The Sanderson Farms Championship Facebook page gained 262 likes as well as 539 entries directly from this campaign. All email addresses received from the campaign were then uploaded into the Championship’s e-mail marketing system for remarketing.

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BIG GREEN EGG GIVEAWAY OVERVIEW/THE PROCESS

The Big Green Egg giveaway featured a large, Big Green Egg, like the players received as a gift. The campaign was hosted on both the Championship’s Facebook page and the tournament’s website, and successfully tied the Championship and the Sanderson Farms corporate brand together. By sending out an e-blast each Friday, the Agency was able to remind individuals to enter for a chance to win, while offering a Sanderson Farms grilled chicken recipe for Gameday. The recipe linked to the corporate website, driving traffic. All recipes were also “pinned” from Sanderson Farms’ website to a “Grillin’ Recipes” board on the Championship’s Pinterest account. The board was then developed into a custom recipe tab on Facebook, where individuals could easily access the Pinterest board without leaving Facebook. Lastly, as the e-blast was distributed each Friday, a “Recipe of the Week” graphic was posted on all social media platforms, driving viewers to the Sanderson Farms site, and to the sweepstakes page on the Championship’s website for individuals to enter.

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BIG GREEN EGG E-BLAST

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RECIPE OF THE WEEK GRAPHICS

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TIMELINE

September 16, 2014 – October 31, 2014 THE RESULTS

The Sanderson Farms Championship Facebook page gained almost 6,000 likes directly from this campaign. There were over 52,000 entries, and almost 7,000 shares, thus extending the reach.

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COURSE FLYOVERS OVERVIEW

To showcase the wonderful playing conditions and beautiful course at The Country Club of Jackson, and to educate spectators on each hole, The Cirlot Agency developed course flyovers. First, tournament photographer and videographer, Robby Scruggs, video taped each hole from a helicopter. Then, the Agency had voiceovers produced from The Country Club of Jackson’s hole descriptions. Finally, the Agency edited the video footage and voice overs together with added animations and graphics to create dynamic content for the Championship’s YouTube page. The course flyovers were featured on the Championship’s app, as well as under a custom Facebook tab. THE RESULTS

There have been 1,159 views of the course flyover videos to date on YouTube. On Facebook, the videos had a reach of 13,363, and engagement consisting of 936 post clicks and 209 likes, comments and shares.

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TROPHY TOUR To raise awareness of the Championship’s new trophy, the Agency developed a campaign that encouraged people to take pictures with the trophy and post them on Facebook, Twitter or Instagram for a chance to be featured on the Championship’s social media platforms and win a prize. The trophy toured Jackson-area restaurants (Newk’s at Highland Colony and Flowood, Sombra Mexican Kitchen and Babalu Tacos & Tapas) prior to tournament week and was placed at key locations at The Country Club of Jackson during the Championship. Social media messaging and graphics, as well as signage, were created to generate participation in the campaign.

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#SFCSelfie

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TWEET TEAM The Cirlot Agency recruited students and recent graduates from local universities to help support the Championship’s social media strategy during tournament week. Marketing, public relations and communications professors were identified from Millsaps College, Mississippi College, Belhaven University, Jackson State University and Tougaloo College to help the Agency select qualified interns. Each candidate referred by these professors was required to submit a resume and writing samples in order to apply to become a Tweet Team member. Prior to tournament week, the Agency conducted a training session with all five of the selected interns to review social media best practices and familiarize them with the Championship and PGA TOUR’s messaging. At this session, each intern was assigned responsibilities for the week and given a detailed schedule to ensure that all understood their roles in helping the Agency implement the social media strategy.

OVERALL SOCIAL MEDIA ANALYTICS Overall, The Cirlot Agency is very pleased with this year’s social media efforts. All platforms saw significant growth and additional engagement. At the beginning of August, before the sweepstakes and online advertising efforts began, the Championship’s Facebook page had just 2,500 likes. Today, the page has over 11,000 likes – indicating a 400% increase. SOCIAL MEDIA AUDIENCE GROWTH

Getaway Sweepstakes 0.4% between August 1st and September 12th Big Green Egg Giveaway 129.2% between September 15th and October 31st Tournament Week 5.7% between November 1st and November 10th

400%

INCREASE IN 4 MONTHS OVER

11,0000 LIKES 2,500 LIKES 2009 – AUG 2014

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CONTENT

Getaway Sweepstakes 125 outbound posts were made between August 1st and September 12th with an average of 2.7 engagements per post; Photos were the most engaging content type. Big Green Egg Giveaway 425 outbound posts were made between September 15th and October 31st with an average of 11.8 engagements per post; Photos were the most engaging content type. Tournament Week 394 outbound posts were made between November 1st and November 10th; Videos were the most engaging content type.

TOP 5 POSTS BY ENGAGEMENT 1

Posted on Instagram on 11/7 – 469 ENGAGEMENTS

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Posted on Instagram on 11/5 – 250 ENGAGEMENTS

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Posted on Facebook on 11/9 – 148 ENGAGEMENTS

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4. Posted on Twitter on 11/9 – 125 Engagements Posted on Twitter on 11/9 – 125 ENGAGEMENTS 4

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Posted on Facebook on 11/9 – 124 ENGAGEMENTS

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