Usage of Social Media to Deepen Event Brand Value: A Case Study Erica Shonkwiler, MBA

17 Events, 4 Months, 19 Students, 857 Hours, More Coming… 500 Festival 10 Events 8 Students 285 Volunteer Hours Indianapolis Motor Speedway 7 Events 17 Students 572 Hours $5,000 in Student Scholarships 17 Events, 4 Months, 19 Students, 857 Hours, More Coming…

Miler Series & Mini Marathon 3 Event Training Program & Race 2 Day Expo 89,000 sqft of Exhibit Space 40th Anniversary 35,000 Participants 10,000 Spectators Largest U.S. Half Marathon 3rd Largest Road Race in U.S. State’s Largest Health Initiative 500 Festival. (n.d.). Retrieved from http://www.500festival.com/

Parade Kids Day 60th Anniversary Nation’s 3rd Largest 300,000 Live Spectators Free & Ticketed 1 Million TV Viewers 80 Floats/Acts 30,000 Participants Free Carnival/Festival 500 Festival. (n.d.). Retrieved from http://www.500festival.com/

Breakfast at the Brickyard Snakepit Ball 850 Participants $75 per Ticket 80 Indiana Mayors 33 Princesses, 1 Queen Celebrities & VIPs 1,000 Attendees $300 per Ticket 500 Festival. (n.d.). Retrieved from http://www.500festival.com/

Grand Prix Carb & Legends Day Indy Car Series 14-Turn Road Course 40,000 Live Spectators Historical Cars Autographs Practice & Pit Challenge Indy Lights Race Concerts: Journey & Blake Shelton Indianapolis Motor Speedway. (n.d.). Retrieved from http://www.indianapolismotorspeedway.com/

Indy 500 Race & Qualifications 100th Anniversary 260,000 Reserved Seats Est 500,000 in Venue ~6 Million TV Viewers Streaming/Radio Broadcast World’s Largest Single-Day Sporting Event Snakepit Concerts Indianapolis Motor Speedway. (n.d.). Retrieved from http://www.indianapolismotorspeedway.com/

Social Media Team Focus Customer Service – Question Response Engage/Encourage/Welcome the Attendees Enhance Sponsor/Partner Recognition Support Tourism Drive Website Traffic Promote Event Hashtags

Platforms Twitter Facebook Instagram

Indianapolis Motor 500 Festival Speedway Brand Personality Community-minded Fun, festival, family friendly Inclusive First-class, well organized Tradition, Hoosier connection Meaningful, impactful, purposeful Brand Personality Entertainment-focused Thrilling, dramatic, fun Sport and music fusion Global Tradition, Hoosier connection Memorable Social Media Tone Conversational voice, acknowledgment by name, friendly, available, educational, and informational with a positive response focused on relationship building Social Media Tone Conversational voice, friendly, fun, even edgy and with a sense of humor that focuses on sharable conversation

Outcomes - Touchpoints 18,574 3,021

Outcomes – 500 Festival

Platform Review C B- B+ F Not Chronological Algorithm Impact Engagement is Difficult Data/Analysis is Easy B- Chronological (Not For Long) No Algorithm (For Now) Engagement is Difficult in Platform, Easy Through Other Platform Data/Analysis is Difficult B+ Chronological No Algorithm Engagement is Easy Data/Analysis is Difficult F Tags DO NOT transfer Images DO NOT transfer Hashtags DO NOT transfer

Lessons Learned Different Audience = Different Platform 2 Organizations, 2 Completely Different Tones Professional = Boring, Humor/Creativity = Genuine Strong Infrastructure vs. Environmental Energy More ≠ Better Training is Crucial Program Expansion: Application Process Outgoing Content Development Website Design Improvement Improved Tracking – Data Access

Considerations Will Social Media Replace the “Fan Hotline”? Are We Creating Monster Expectations/Learned Helplessness? We Need a Killer App – What Are The Big Organizations Using for Volume? Does “I’m Heard” = Repeat Customer? Greater Satisfaction?