2015 final four social media plan

2015 Final Four

Coverage Plan

and Results

Tell the team’s story on their

Road to the Final Four

Bring fans along

for the journey

Allow supporters to be

be part of the experience

Prepare and execute

a plan to capitalize on the

opportunity

Goals

Athletic Communications

- Patrick Herb (on-site)

- Brian Lucas (on-site)

- Brandon Harrison (on-site)

- Brian Mason (on-site)

- A.J. Harrison

Marketing

- Adam Ahearn (on-site)

- Kevin Kluender (on-site)

- Cary Bald (on-site)

Video Services

- Drew Scharenbroch (on-site)

- Jerry Mao (on-site)

Graphic Design

- Laurie Digman

- Julia Hujet

Planning

Game Attendance

Second Round – Omaha – 17,534

Round of 32 – Omaha – 17,563

Sweet 16 – Los Angeles – 18,809

Elite Eight – Los Angeles – 19,125

Final Four – Indianapolis – 72,238

NCAA title game – Indianapolis – 71,149

Total Attendance: 216,418

Welcome to the Big Stage

TV Viewership

Second Round – vs. Coastal Carolina – 2.7 million viewers (TBS)

Round of 32 – vs. Oregon – 3.5 million viewers (TruTV)

Sweet 16 – vs. North Carolina – 6.9 million viewers (TBS)

Elite Eight – vs. Arizona – 8.8 million viewers (TBS)

Final Four – vs. Kentucky – 22.6 million viewers (TBS, TNT, TruTV)Most-watched college basketball telecast in cable TV history / most-

viewed Final Four game in 19 years

NCAA title – vs. Duke – 28.3 million viewers (CBS)Most-viewed NCAA title game in 18 years

Total Viewership: 72.8 million viewers

Welcome to the Big Stage

Sport Illustrated Cover

New York Times

A Strength Coach for Wisconsin Uses an App That

Works More Than Thumb Muscles

USA Today

Wisconsin prefers results to star ratings

Rolling Stone

Bo Knows Basketball

Los Angeles Times

Wisconsin Final Four team has a family tree with deep

coaching roots

Wall Street Journal

A Biased Case for the Wisconsin Badgers

National Coverage / Stories

• USA Today: In quest for Final Four, Wisconsin

can play and is playful

• USA Today:Wisconsin wins with a smile and a

laugh

• Associated Press: Badgers star Frank Kaminsky

laughs, leads team back to NCAA

• Associated Press: Frank the Tank, stenographer

central: Welcome to Wisconsin

• Associated Press:Wisconsin forward Nigel

Hayes versatile on and off floor

• YahooSports.com: Historically brutal tourney

run isn't weighing on these goofy Badgers

• ESPN.com:Wisconsin has its fun, but Badgers

mean business

• YahooSports.com: Laughter has been the

soundtrack to Wisconsin's March success

• SI.com: Loose and can't lose: Wisconsin upsets

Kentucky to reach title game

• Time.com: 5 Things That Make Wisconsin’s

Nigel Hayes Off-Court Star of NCAA Tourney

• SI.com: Nigel Hayes is the off-court star of the

NCAA tournament

• CBS Sports:The Goofy Side of Frank Kaminsky

• ESPN.com: Nigel Hayes and his Wisconsin

teammates are fascinated by the NCAA

stenographer

• Sporting News.com: Badgers’ comedic timing

unmatched

• Cleveland Plain Dealer:Wisconsin,

stenography, and intellectual curiosity

• NBCSports.com:Wisconsin mixes business

with pleasure during quest to win a national title

• Rachel Maddow, Today Show

Fun-loving Badgers

Nigel & Stenographers

Los Angeles

UWBadgers.com

Varsity Magazine

Video Content

Social Media

- Facebook

- Twitter

- Instagram

Coverage Plan

Content

- Blog posts

- Photo galleries

- Video content

- Links to outside stories

Stats

- March 15-April 7: 4.9

million page views

- April 4-6: top three days in

site history in terms of page

views (603,697 unique visits)

- Frank Kaminsky bio:

141,536 unique page views

- All-Access page: 36,767

unique page views

UWBadgers.com

August 21 – February 26

27 issues

Average unique app views: 2,765

March 5 – April 9

Six issues

Average unique app views: 3,934

Varsity Magazine average

views were up 42% during

NCAA Tournament

Varsity Magazine

Raw stats

- 23 total videos

- 6,545,456 total views - MBB Facebook: 3,133,316

- Main Facebook: 2,808,636

- YouTube: 408,188

- Snappy: 195,316

- Average of 284,545 views

- 5 videos > 600,000 views

Top videos

- Kentucky highlights- 1,556,741 views on Facebook

- 127,281 views on YouTube

- 44,840 views on Snappy

- Jump Around after Kentucky win- 885,774 views on Facebook

- 18,248 views on YouTube

Videos

Raw stats

- 65 posts

- 39,360,440 people reached - 605,545 per post

- 3,008,796 people engaged - 46,289 per post

- 12 posts reached >1,000,000 people

- 8 posts had > 100,000 people engaged

Top posts

- Kentucky final score graphic- 3,026,944 reached / 186,379 likes

- Jump Around video- 2,054,144 reached / 807,426 views

- Arizona final score graphic- 2,994,176 reached / 177,066 likes

Main Facebook

March 15-April 7

Stats via Facebook insights

Men’s Basketball Facebook

March 15-April 7

Raw stats

- 62 posts

- 23,923,744 people reached - 385,867 per post




Top posts

- Kentucky highlight video- 3,043,028 reached / 1,556,741 views


- Thanks Seniors! graphic- 1,019,392 reached / 87,735 likes

Main Facebook Comparison

2014 Final Four vs. 2015 Final Four

2014

- 35 posts

- 13,373,312 people reached- 371,481 per post




- Added 48,837 likes (+8%)

Top posts


- Arizona locker room video- 1,413,632 reached / 161,090 views

2015

- 65 posts (+86%)

- 39,360,440 people reached (+244%)- 605,545 per post (+191%)

- 3,008,796 people engaged (+382%)- 46,289 per post (+308)



- Added 30,563 likes (+4%)

Top posts

- Kentucky highlight video- 3,043,028 reached / 1,556,741 views

- Thanks Seniors! graphic- 1,019,392 reached / 87,735 likes

MBB Facebook Comparison


2014

- 42 posts

- 12,324,960 people reached- 293,451 per post




- Added 38,938 likes (+59%)

Top posts


- A. Rodgers locker room video- 1,144,832 reached / 85,824 views

2015

- 62 posts (+48%)

- 23,923,744 people reached (+94%)- 385,867 per post (+31%)

- 2,200,804 people engaged (+102%)- 35,497 per post (+37%)



- Added 30,717 likes (+10%)

Top posts


- Jump Around video- 2,054,144 reached / 807,426 views

Raw stats

- 375 tweets

- 14,685,140 people reached- 39,088 per tweet

- 933,751 people engaged- 6.37% engagement rate

- 44,166 RTs / 83,367 FAVs- 345 interactions per tweet

- 19 tweets > 100,000 impressions

- 18 tweets > 10,000 engagements

Top tweets

- Kentucky final score graphic- 331,894 impressions / 3,363 RTs

- Hotel after Kentucky win- 230,540 impressions / 35,343 photo views

- Fun ride!- 193,321 impressions / 20.4% engagement

@UWBadgers Twitter

March 15-April 7

Stats via Twitter analytics

Raw stats

- 860 tweets


- 3,768,865 people engaged- 8.66% engagement rate

- 131,667 RTs / 271,238 FAVs- 475 interactions per tweet


- 28 tweets > 20,000 engagements

Top tweets

- Whose Birthday is it?- 827,414 impressions / 5,319 FAVs

- Sorry @RealSkipBayless- 4,784 RTs / 5,510 FAVs

- Kebe Bryant locker- 505,754 impressions / 38.5% engagement

@BadgerMBB Twitter

March 15-April 7

@UWBadgers Comparison


2014

- 372 tweets


- 343,012 engagements- 5.05% engagement rate

- 17,084 RTs

- 24,064 FAVs- 113 interactions per tweet

- 12,005 mentions

- Added 12,999 followers (+26%)


Top tweet

- YESSSSSS! #FinalFour graphic- 226,207 impressions / 2,239 RTs

2015

- 375 tweets (+1%)

- 14,658,140 people reached (+116%)- 39,088 per tweet (+114%)

- 933,751 engagements (+172%)- 6.37% engagement rate (+26%)

- 44,166 RTs (+159%)

- 83,367 FAVs (+246%)- 345 interactions per tweet (+205%)

- 48,469 mentions (+304%)



Top tweet

- Kentucky final score graphic- 331,894 impressions / 3,363 RTs

@BadgerMBB Comparison


2014

- 928 tweets


- 1,435,864 engagements- 7.04% engagement rate

- 57,469 RTs

- 88,488 FAVs- 161 interactions per tweet

- 52,875 mentions



Top tweet

- A. Rodgers & Bo locker room photo- 659,266 impressions / 2,239 RTs

2015

- 860 tweets (-7%)

- 43,504,937 people reached (+113%)- 101,057 per tweet (+360%)

- 3,768,865 engagements (+162%)- 8.66% engagement rate (+23%)

- 131,667 RTs (+129%)

- 271,238 FAVs (+207%)- 475 interactions per tweet (+195%)

- 103,452 mentions (+96%)



Top tweet

- Whose Birthday is it?- 827,414 impressions / 5,319 FAVs

WisconsinBadgers Instagram

Raw stats (March 15-April 9)

- 119 posts

- 565,486 likes

- 9,161 comments

- 574,647 engagements- 4,829 engagements per post

- 20 posts > 7,000 likes

- Increased by 19,800 followers

(+28%)

Top posts

- Senior graphic- 13,232 likes / 972 comments

- Duke pre-game graphic- 11,651 likes / 931 comments

- VIDEO: Sam 3-pointer vs. Arizona- 6,648 likes / 221 comments

Raw stats (March 15-April 9)

- 128 posts

- 666,821 likes

- 11,589 comments


- 24 posts > 7,000 likes

- Increased by 31,700 followers

(+108%)

- 67 of top 68 were images

Top posts

- Duke post-game photo- 16,530 likes / 405 comments

- Kentucky post-game graphic- 12,120 likes / 643 comments

BadgerMBB Instagram

Instagram growth

Feb. 24-March 14

WisconsinBadgers

- 40 posts

- 116,088 likes

- 1,159 comments


- Best post – 5,052 likes

BadgerMBB

- 72 posts

- 195,622 likes

- 1,932 comments


- Best post – 4,381 likes

March 15-April 9

WisconsinBadgers

- 119 posts (+198%)

- 565,486 likes (+387%)

- 9,161 comments (+690%)

- 574,647 engagements (+390%)- 4,829 engagements per post (+65%)

- 41 posts with > 5,052 likes

BadgerMBB

- 128 posts (+78%)

- 666,821 likes (+241%)

- 11,589 comments (+500%)

- 678,410 engagements (+243%)- 5,308 engagements per post (+93%)

- 70 posts with > 4,381 likes

Final Numbers & Rankings

Combined reach

• 72,800,000 (TV viewers)

• 43,594,937 (@BadgerMBBTwitter)

• 39,360,440 (Main Facebook)

• 23,923,744 (MBB Facebook)

• 14,685,140 (@UWBadgers Twitter)

• 2,022,077 (UWBadgers.com)

• 678,410 (BadgerMBB Instagram)

• 574,647 (WisconsinBadgers Instagram)

• 216,418 (game attendance)

• 23,601 (Varsity App downloads)National Rankings

3. UWBadgers.com (Unique visitors – March)

3.WisconsinBadgers Instagram (followers)

5.@UWBadgers Twitter (followers)

5.@BadgerMBB Twitter (followers)

8. Main Facebook (likes)

10. YouTube (subscribers)

TOTAL

197,879,414

What Does it Mean?

Takeaways

Tell your story everywhere

- So many news options

- Different voices in different mediums

Be your own best advocate

- Publicize your content

- You are the experts

Be prepared

- Have a plan in place

- Right place/Right time

- Have the tools ready

- Know where your audience is

- No substitute for manpower

Be creative

2015 final four social media plan

Documents