2012 March Madness

The Final Four Effect

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Mass media loveRetire on $315M

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

PersonalizationProperty ownershipEfficient comm.Sharing w/ friendsViral potentialGlobal acceptance

*

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Your post is only the beginning

The ripple effect of the social graph

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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

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Websites from March 1 - April 4

Meanwhile back at the ranch

Louisville.eduCampus toursApplications pagesChartingOurCourse.org

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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 week

you can divide this by day or post

• (Reach) x (10.4) = Impressions

By the numbers

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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.

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Page impact - University of Louisville (academic)

By the numbers

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Posts that rocked…

Page impact - University of Louisville (academic)

By the numbers

Text only.Shooting 3sSingle, supersOriginal content

So what?The difference the Final Four makes on FB;

Avg.3-1 to 4-3 2012 Diff.

Stories 4,59125,424 554%Impress. 465K4,120,539 884%New likes 310/mo. 2,752

888%Daily reach 3,663

28,539 779%Daily engaged 145830 572%Day consumption 6,918125,376 1,812%

TOTAL: 4,120,539 public impressions

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Page impact (academic, download)

Downloads 2011 average

2012 Madness

By the numbers

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Page impact - Louisville Cardinals (athletics)

By the numbers

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Posts that rocked…

Page impact - Louisville Cardinals (athletic)

By the numbersSo what?The difference the Final Four makes on FB;

Avg.3-1 to 4-3 2012 Diff.

Stories 11,144 80,577723%

Impress. 2,514,663 4,516,498180%

New likes 3,053/mo. 6,373209%

Daily reach 15,04934,220 227%Daily engaged 5302,888 545%Day consumption 59,973 215,931

360%

TOTAL: 4,516,498 impressions

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Page impact (athletics, download)

Downloads 2011 average

2012 Madness

By the numbers

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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

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Public impact - campaign keywords

Primary keywords

• L1C4

• CardNation

• Team502

• UofL

Other terms tracked

• University of Louisville

• UofLSports

• Peyton Siva

• Rick-Pitino

• Stay classy KY

By the numbers

So what?Using estimates from Harvard, Technorati, TheNextWeb and other experts, here are the estimated mo. public impressions;

Facebook: 56,160Twitter: 6,751,235Blogs: 18,538News: 34,638Forums: 54,912

TOTAL: 6,915,483 public impressions

So what?Using estimates from Harvard, Technorati, TheNextWeb and 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%

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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

Impressions Low Med High

Louisville.edu 4,120,539 $1,648 $5,769 $11,538

Athletics 4,516,498 $1,807 $6,323 $12,646

Public 6,915,483 $2,766 $9,682 $19,363

Totals 15,552,520 $6,221 $21,774 $43,547

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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

L O U I S V I L L E . E D U

See detailed reports and reports not in presentation

Public keywords

CardNation University of Kentucky

Go Cards University of Louisville

Go Cats UofL

John Calipari UofL Sports

Kentucky Wildcats Wildcats

L1C4

Peyton Siva

Rick Pitino

Stay Classy KY

Team 502

Downloads