This document discusses the University of Michigan's use of the hashtag #GoBlue on social media to promote its football spring game. It implemented a fan contest using #GoBlue that engaged over 1,000 fans. Analytics showed the hashtag reached over 16 million people and had a positive sentiment. The initiative increased TV viewership of the spring game broadcast on BTN and received media coverage. Moving forward, Michigan plans to continue developing the #GoBlue ecosystem and leveraging influencers to build long-term fan engagement.

1. “Taking Twitter to
The Big House”
Moving the Needle on Tradition
Presented by
Kathleen Hessert: Sports Media Challenge
Jordan Maleh: University of Michigan
© 2012 All Rights Reserved

2. Great Idea!
© 2012 Sports Media Challenge

3. How Do We Know Its Impact?
© 2012 Sports Media Challenge

4. Measurement Tool Partner
for
3 Key
Expert Insight
Needs
Activation Team
© 2012 Sports Media Challenge

5. Goals for #GoBlue
• Integrate #GoBlue on the field
• Use social media to ignite & engage fans
• Listen & analyze
• Deliver measureable results
• Drive attendance
• Plan for possible expansion
© 2012 Sports Media Challenge

6. Where Do
They
Start?

7. • Ultra- traditional athletic legacy & fan base
• Build advance campaign to announce
• Communicate Spring Game only- Internal
not regular season Challenges
• Create contest to engage fans early &
• Coach who refuses to use social media
• Approval without personal participation
Solutions
• No effective monitoring/ measurement
system currently used
• Partner to apply BuzzMgr tool &
personnel
• Determine best tactics & timing
© 2012 Sports Media Challenge 7

8. • Stand alone event generates attention over attraction
• Eliminate view of #GoBlue as a gimmick
• Build ecosystem around it
• Solicit media & influential advocate buy-in ahead of time
• Extend to online & offline, in-stadium & displaced fans
• Contest to incent in advance
• Create Twitter ribbon on video board
• Widget to highlight fan engagement everywhere
© 2012 Sports Media Challenge

9. Fan
Contest
Digital
Monitor Street
Team
Develop the
#GoBlue
#GoBlue
Live Video
Ecosystem
TV Board
Widget Checkins
© 2012 Sports Media Challenge

10. Integrated
Tactics
• On field hashtag • Facebook posts
• Email blast • Foursquare checkin
• Fan contest • Website
• Tweet board • Traditional media outreach
• Storify • BTN coverage
© 2012 Sports Media Challenge

11. Easy
Access,
Frictionless
Sharing,
Online &
Offline
© 2012 Sports Media Challenge 11

12. Results
• 3 day contest
• 1,169 entries
Rules
• Follow @umichfootball #GoBlue
• Include #GloBlue
Win
Fan
• 10 VIP seats to Spring Contest
Practice
• 4 scoreboard messages
during event
• 2 tix to Michigan vs.
Michigan State
• 1 of 2 $50 Gift cards
@Sneaker1Freak I won!!! *does running man*
Yeah yeah!! #GOBLUE
© 2012 Sports Media Challenge

13. ESPN’s #3 top headline of day
“Tweet Idea”
Day 2 of #GoBlue initiative
Traditional
Media
Outreach
© 2012 Sports Media Challenge

14. Big Ten
Network
Integration
On-field
&
On-Air
© 2012 Sports Media Challenge

15. Smart
Listening
What we’re fans saying?
• Prior to event talking about surprise social initiative & divergence from tradition
• Day of conversation switched largely to football
• Top 5 themes:
– Spring game
– Hashtag
– Recruits in attendance
– Upcoming Football season
– Weather
© 2012 Sports Media Challenge

16. Buzz Rating
• 9.9 on scale of 0-10
• April 10-16th
• Peaked on day of game
Where were fans talking?
• 87.11% on Twitter
Geographic Reach
• 39 states & 24 countries
BuzzMgr™
Sentiment Stats
• 62.7% of Michigan,
general sports fans
& social media users
were positive or vy pos.
Searches
• 17,518 relevant posts
• 5942 on game day
Hashtag Potential Reach
• 24 hrs Thurs –Friday
• 16,148,000 reach
• Game day & prior
reach significantly larger
© 2012 Sports Media Challenge 16

17. Coverage
Drives Fan
Engagement
BTN Live Coverage:
Michigan Spring Practice Avg: 15 TPM
30min before: 5 TPM
Telecast 1st 30min: 18.4 TPM
1st 60min: 18.0 TPM
Ohio State Avg 10.7 TPM
30min before: 2.5 TPM
Telecast 1st 30min: 20.4 TPM
1st 60min: 15.0 TPM
© 2012 Sports Media Challenge

18. Influence Mapping
High relevance
Leverage
High influence Influencers
&
1mm followers
Advocates
INFLUENCE
@mstatesports
A photo of Michigan's #GOBLUE hashtag
on the field for their spring game today
Low relevance 14 Apr 12
This has taken it to a whole other level. We love it.
Low influence
RELEVANCE
© 2012 Sports Media Challenge 18

19. Next Steps
• Listen deeply & consistently
• Leverage advocates already identified
• Focus on long term relationship building
• Engage influencers
• Develop social culture within department
• Up the game to prove devotion to leadership role
• Monetize
© 2012 Sports Media Challenge

20. Play
More
In the
Social
Sandbox
20