2012 March Madness The Final Four Effect

LOUISVILLE.EDU 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 ownership Efficient comm. Sharing w/ friends Viral potential Global acceptance *

LOUISVILLE.EDU Your post is only the beginning The ripple effect of the social graph

LOUISVILLE.EDU 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

LOUISVILLE.EDU Websites from March 1 - April 4 Meanwhile back at the ranch Louisville.edu Campus tours Applications pages ChartingOurCourse.org

LOUISVILLE.EDU 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) = 2 nd 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

LOUISVILLE.EDU 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.

LOUISVILLE.EDU Page impact - University of Louisville (academic) By the numbers

LOUISVILLE.EDU Posts that rocked… Page impact - University of Louisville (academic) By the numbers Text only.Shooting 3s Single, supersOriginal content So what? The difference the Final Four makes on FB; Avg.3-1 to Diff. Stories4,59125,424554% Impress.465K4,120,539884% New likes310/mo.2,752888% Daily reach3,66328,539779% Daily engaged % Day consumption6,918125,3761,812% TOTAL: 4,120,539 public impressions

LOUISVILLE.EDU Page impact (academic, download) Downloads2011 average2012 Madness By the numbers

LOUISVILLE.EDU Page impact - Louisville Cardinals (athletics) By the numbers

LOUISVILLE.EDU Posts that rocked… Page impact - Louisville Cardinals (athletic) By the numbers So what? The difference the Final Four makes on FB; Avg.3-1 to Diff. Stories11,14480,577723% Impress.2,514,6634,516,498180% New likes3,053/mo.6,373209% Daily reach15,04934,220227% Daily engaged5302,888545% Day consumption59,973215,931360% TOTAL: 4,516,498 impressions

LOUISVILLE.EDU Page impact (athletics, download) Downloads2011 average2012 Madness By the numbers

LOUISVILLE.EDU 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

LOUISVILLE.EDU 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: 56,160 Twitter: 6,751,235 Blogs: 18,538 News: 34,638 Forums: 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%

LOUISVILLE.EDU 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 ImpressionsLowMedHigh Louisville.edu4,120,539 $1,648 $5,769 $11,538 Athletics4,516,498 $1,807 $6,323 $12,646 Public6,915,483 $2,766 $9,682 $19,363 Totals15,552,520 $6,221 $21,774 $43,547

LOUISVILLE.EDU 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

LOUISVILLE.EDU See detailed reports and reports not in presentation Public keywords CardNationUniversity of Kentucky Go CardsUniversity of Louisville Go CatsUofL John CalipariUofL Sports Kentucky WildcatsWildcats L1C4 Peyton Siva Rick Pitino Stay Classy KY Team 502 Downloads