Case Study for The Nationwide Better Health Columbus Marathon

a project by huber+co interactive & Social Business Strategies

✓ Increased field of participants from 12,000 in 2008 to 15,000 in 2009

✓ 1,787 participants registered - more than 12% of eligible participants

✓ Announcement tweet for each person that registered with TweetMyTime

✓ Over 7,000 tweets went to Twitter on race day

ColumbusMarathon.com Results

✓ Additionally, 3,250 tweets posted to Facebook

✓ 4,800 click-throughs to ColumbusMarathon.com/live on race morning

✓ Branded tweets had 1,000s of views on Facebook and Twitter

✓ Increased social media from 0 to 1,000s of fans and followers

Google Analytic results for October 18th, 2009

• Total share of referred traffic from Google and other sources related to TweetMyTime updates was 37.7%.

• Overall website traffic increased by 201% as a result of TweetMyTime updates

• 41,643 total site visits

• Facebook, TweetMyTime.com, and Twitter dominated Race Day as the top traffic referral sources to ColumbusMarathon.com

✓ Increased 2009 paid registrations by 125% for a total of 15,000 runners.

✓ Visits directly related to TweetMyTime – Facebook, Twitter, TweetMytime: 5,531 (3.2 percent.)

✓ Total share of referred traffic: 21 percent.

✓ Average visitor engagement on site – three pages and 3:21 visit length.

✓ An estimated 4,800 additional visits to ColumbusMarathon.com not included below (recorded by bit.ly, not present on Google Analytics.)

Social Web Impact

• Also trended on Twitter two terms on Twitter “Passed 10″ and “Halfway” for a period of 2 hours each. These terms actually topped #beatcancer on the leader board for a little over an hour.

• “Columbus Marathon” trended No.1 on Google on race day, making “Columbus Marathon” the most searched for phrase on Google for a period of three hours.

Trending Topic on Twitter

Trending Topic on Google

#CbusMarathon

How It Works

Using timing chip data, users publish automated Tweets through their Twitter profile...

...As well as Status Updates on their Facebook wall

✓ Allows runners to have a record of their split information saved on media they use every day.

✓ Spectators can follow racers via mobile devices through social applications and text messages.

✓ Updates are published in real time, ensuring accuracy of a racers position on the course.

How are TweetMyTime updates helpful?

✓ Spectators who couldn’t make race day can still interact with the race experience online.

✓ Runners can receive comments and encouragement from their friends to display on their profile.

✓ TweetMyTime updates help to create awareness of the event online and aggregate the large conversation.

What People Are Saying

“Ryan Lamppa, communications specialist at Running USA, which tracks the running industry, expects more marathons will add the service in 2010 if all goes well in Columbus.”

TweetMyTime Press