pga tour social media case study

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[email protected]!214.432.1993!

!The!Socialization!of!the!HP!Byron!Nelson!Championship!!!!!!!!!

!For!the!2012!HP!Byron!Nelson!Championship!HP!had!the!initiative!to!engage!the!fans!on!site!at!the!event!as!well!as!extend!HP!and!the!HPBNC!presence!exponentially!online.!!The!BUZZ!is!maintained!year!round!by!the!Salesmanship!Club!of!Dallas!however,!is!severely!ramped!up!in!the!weeks!prior!to!the!event!with!social!promotion!online!and!at!major!events!in!the!DFW!area.!!!On!site!BUZZreportersTM!kept!everyone!up!to!date!with!all!the!activity!both!on!the!course!and!off,!as!well!as!monitoring!and!managing!the!social!media!contests!during!the!days,!spurring!on!the!excitement!and!increasing!engagement.!!A!terrific!example!of!engagement!would!be!the!popular:!

!VIT ’sTM!(Very!Important!Tweeter)!each!day!!a!select!few!were!notified!via!Twitter!that!they!had!been!awarded!VIT!!status!for!the!day.!!They!were!given!!exclusive!seating!in!HP’s!18th!green!!box!seats…not!to!mention!cool!!credentials!worthy!of!bragging!about!!to!all!their!followers!online.!!!(6)!winners!were!chosen!!each!day!based!on!their!!#!of!followers,!#!of!!posts,!and!willingness!!to!be!the!ultimate!fan!!!!!!!!!

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redbutton.tv’s!industry!defining!BUZZcontrolTM!(a!social!media!

management!and!control!platform)!gathered!all!the!posts,!mentions,!and!conversation!happening!around!the!!

event!in!REAL!TIME.!!After!!being!collected!each!post!!

was!moderated!and!curated!to!!ensure!each!was!relevant,!!

event`friendly,!free!of!SPAM,!!and!redundancy.!!BUZZmetricsTM!!

will!later!demonstrate!that!a!!significant!amount!of!“noise”!was!removed!from!the!event.!

!!!!!BUZZcontrolTM!gamified!the!experience!by!ranking!each!poster!against!others!at!the!event,!fueling!great!competition!and!increased!engagement.!!Any!contributor!with!a!major!following!was!noted!to!the!BUZZcrewTM!so!that!they!could!then!make!sure!to!acknowledge!that!individual!and!demonstrate!HP’s!respect!and!savvy!of!the!social!community.!!!!!!!!!!!

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After!content!is!captured,!moderated,!filtered,!ranked,!and!enhanced,!BUZZcontrolTM!!instantly!visualized!all!the!real!time!social!content!to!all!the!big!screens!and!billboards!around!the!course.!!Typical!time!from!post!to!screen!is!30!seconds.!!This!always!creates!a!tremendous!mirror!effect!in!that,!when!guests!see!their,!or!their!friends,!posts!fly!across!the!massive!screens!it!encourages!more!and!more!postings!!!!!!!!!!�� ! ! ! ! ! ! !��*18th!hole!scoreboard!which!alternated!between!!BUZZstripTM and!BUZZscreenTM when!there!wasn’t!any!play!on!the!green.��

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BUZZstripTM,!redbutton.tv’s!real`time!social!media!ticker!scrolled!with!each!person’s!profile!image,!ranking,!post,!time!posted!and!username.!BUZZstripsTM!could!be!seen!on:

• 18!Main!Scoreboard!• 17!Scoreboard!• HP’s!16!Sky!Box!monitors!• Pavilion!BIG!screen!outside!• Pavilion!BIG!screen!inside!the!tent!

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• Pavilion!Outdoor!BIG!screen!which!played BUZZscreenTM!and!BUZZstripsTM!throughout!the!day.!

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For!even!bigger!effect,!redbutton.tv’s!BUZZscreensTM!were!also!broadcasting!the!BUZZcontrolledTM!posts.!!BUZZscreensTM!are!full`screen!visualizations!that!include!the!poster’s!profile!image!full!screen,!post,!ranking,!and!time!posted.!!On!a!few!of!the!setups!HP!content!(movies)!was!played!in!the!background!full!screen!with!the!postings!on!top.!!!BUZZscreensTM!were!found!in:!

• Media!Center!• HP’s!16!Skybox!• Cadillac!Social!Tent!• 18th!Main!Scoreboard!when!play!was!complete!• Pavilion!BIG!screen!outside!• Pavilion!BIG!screen!inside!the!tent!!

* BUZZscreensTM!found!in!the!Pavilion!and!16th!HP!Skybox!

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BUZZgalleryTM!was!also!activated.!!1000’s!of!people!capture!their!experiences!at!the!HPBNC!with!their!own!devices!and!then!share!them!socially.!!Something!HP!or!any!event!has!not!been!able!to!access!or!be!a!part!of!until!now.!!With!BUZZgalleryTM!every!posted!image!is!captured!and!BUZZcontrolledTM.!!A!message!is!then!sent!to!the!poster!thanking!them!for!their!mention,!alerting!them!their!photo!will!be!playing!on!one!of!the!big!screens!momentarily,!and!that!they!can!pick!up!a!print!of!their!photo!in!the!TechZone!printed!from!a!HP!kiosk!on!a!HP!printer.!!Coincidentally,!HP!now!has!a!fantastic!gallery!of!all!these!unique!experiences!they!were!not!privy!to!in!the!past.!!!!!!!!!!!!!!!!!!!!!!!!!!!

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BUZZgallery Here!are!some!great BUZZprintsTM that!really!depict!the!fun!and!unique!experiences!shared!at!the!HPBNC!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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!To!further!amplify!HPBNC’s!presence!and!influence!online,!several!MVT ’sTM!(Most!Valuable!Tweeters)!were!invited!out!to!the!course.!!They!were!given!special!MVT!credentials,!a!behind!the!scenes!tour!of!all!the!social!media!activation,!and!then!an!invited!to!enjoy!the!rest!of!their!day!at!the!HPBNC!with!their!special!access!credentials.!This!action!then!generated!a!flurry!of!postings!resulting!in!literally!millions!of!impressions.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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Other!fun,!unique,!and!engaging!elements!were!Hide!and!Tweets,!Tweetstake!upgrades,!and!a!QR!Code!Scavenger!Hunt.!!Hide!and!Tweets!were!special!HPBNC!swag!bags!hidden!around!the!course!and!then!throughout!the!day!revealed!via!Twitter!as!to!where!a!guest!might!find!them.!!Tweetstake!upgrades!were!special!ticket!upgrades!for!the!first!to!respond!when!announced!via!Twitter.!!And!finally!the!QR!Code!Scavenger!Hunt!encouraged!guests!to!visit!some!of!the!HP!and!social!activations!on!the!course!and!receive!special!swag!for!doing!so.!!!All!of!these!effective,!engaging,!unique!efforts!resulted!in!a!tremendous!amount!of!BUZZ.!!BUZZmetricsTM!authenticated!and!shared!the!success!while!the!event!took!place!showing!what!engagements!had!the!biggest!effects!and!at!the!same!time!gave!a!real!time!“bios”!of!the!event.!!At!any!point!HP!could!query!all!of!the!conversations!happening!to!understand!the!latest!sentiment!on!guest!experiences!including;!parking,!play!on!the!course,!HP’s!presence,!food!and!beverage,!venues,!staff…etc.!!Formal!updates!were!provided!each!evening!confirming!the!milestones!being!achieved.!!Post!event!BUZZmetricsTM!has!pulled!the!following!intelligence!as!to!the!successful!engagement!of!HP!at!the!HPBNC.!!!

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BUZZinfluence One!of!the!major!goals!of!any!BUZZcontrolledTM!event!is!to!extend!and!recognition!of!the!brand!and!event!way!beyond!the!those!on!site.!!HP!achieved!an!impressive!60x!BUZZinfluenceTM!with!over!16!million!people!socially!engaged!with!#HPBNC.

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BUZZimpact BUZZimpactTM is!the!total!number!of!mentions!or!times!#HPBNC!was!shared!in!conversations!!!This!is!the!equivalent!to!impressions.!!36.5!million!impressions!is!a!staggering!amount!of!impact!made.!!

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BUZZratio !Sharing!real`time!social!content!as!an!exciting!element!to!add!to!any!event.!!It!can!also!be!a!huge!liability!and/or!incredibly!tedious!if!it!isn’t!BUZZcontrolledTM!to!ensure!all!shared!social!content!is!relevant,!event`friendly,!free!of!spam,!and!not!redundant.!!BUZZcontrolTM moderated!and!filtered!67%!of!the!noise!from!all!the!BUZZ!about!the!event.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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BUZZcontrol BUZZcontrolTM provides!100%!CONFIDENCE!that!each!and!every!post!shared!is!appropriate,!relevant,!and!event!friendly.!!It’s!always!interesting!to!see!what!is!being!shared!and!more!importantly!what!BUZZcontrolTM!and!the!BUZZcrewTM!are!filtering!and!moderating.!!Here!are!some!typical!highlights!and!one!“event!stopper”!that!was!instantly!BUZZcontrolledTM. !The!post!below!had!both!an!X`rated!profile!image!as!well!as!a!link!to!an!X`rated!photo!!!It!obviously!was!BUZZcontrolledTM!out!of!the!share!!!We!had!several!of!these!this!year.!!

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BUZZsentiment BUZZsentimentTM!indicates!the!tone!and!attitude!of!all!the!thoughts,!feelings,!and!mentions!of!those!in!conversation!about!the!event! !

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BUZZpassion BUZZpassionTM is!a!telling!metric!demonstrating!the!level!of!engagement!of!an!audience.!!If!they!are!engaged!they!will!contribute!and!mention!the!event!multiple!times,!in!other!words!not!just!one!post!to!get!on!the BUZZscreensTM and!be!done.!!The!HPBNC!had!a BUZZpassionTM rating!of!32%!!!Most!events!peak!at!25%,!so!this!was!very!note`worthy!!!! !!!!!!!!!!!!!!!!!!!!!!!

32%

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BUZZcloud !A!BUZZcloud!is!great!to!see!which!BUZZwords!really!drove!the!influence!and!impressions!online.!!This!BUZZcloud!presents!the!most!used!keywords!posted!throughout!the!HPBNC!as!captured!by BUZZcontrolTM. !!!!!!!!!!!!!!!!!!!!!!!!!These!BUZZmetricsTM!demonstrate!how!HP!activated!this!new!medium!of!listening,!sharing,!and!engaging!an!audience,!and!ultimately!extending!HPBNC’s!reputation!exponentially!online.!!HP!again!has!raised!the!bar!for!social!engagement!at!a!major!sporting!event!!!Congratulations!!!

pga tour social media case study

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