1. UCONN ATHLETICS
PROJECT -
SOCIAL MEDIA
RESEARCH &
RECOMMENDATIONS
CLIENT: PHIL DWIRE | DIRECTOR OF DIGITAL MEDIA
UNIVERSITY OF CONNECTICUT | DIVISION OF ATHLETICS
UCONN STUDENT AGENCY
INSTRUCTORS: TIM HUNTER
BRIAN BRADY
PRESENTERS: DANILO KOMLJENOVIC RUBY LU
ZEYUAN WANG SHERRY CHEN
2. AGENDA
• Methodology
• Qualitative Research & Findings
• Quantitative Research & Findings
• 360 Degree Gigapixel Photo
• Raffle Ticket
• Digital Booklet
• Advertising Presence on Facebook
• Online Video
• Other Findings
3. OBJECTIVES
Increase UConn Huskies Revenues:
Increase # of
Fans on
Social Media
Increase # of
Sponsors on
Social Media
Engage with
Sponsors
Generate
Revenue
from Social
Media
• Attract more fans by posting videos, creating special events…
• Engage with current fans
• Create more activities that can contribute a mutually
beneficial relationship
4. Object:
Understand UConn Husky
fan opinions toward
different social media
features
Methodology:
Questionnaire survey with
50 UConn students
METHODOLOGY
Secondary
Research
Qualitative
Research
Quantitative
Research
Object:
Observe the social media
plan and sponsorship
strategy of prominent
college Athletics teams
Methodology:
Phone/Email interview
with 6 famous college
Athletics Departments
Object:
Observe best practices for
Athletics social media
platform including
technology usage and
sponsorship strategy
Methodology:
Find successful social
media features from 20
Athletics teams and analyze
the feasibility for UConn
Huskies
6. SCHOOL LIST
School Interview Title
Kentucky Wildcats Guy Ramsey
Assistant Director of
New Media
Michigan Wolverines David Ablauf
Associate Athletics
Director
Penn State Nittany
Lions
Tony Mancuso
Digital
Communications
Coordinator
Cincinnati Bearcats Jaime Juenger
Director of
Marketing &
Strategic
Communications
Texas Longhorn
Donna Goehring
Seago
Senior Web
Manager
Syracuse Orange Jennifer Falco
Marketing
Coordinator
7. FINDINGS
Social Media Strategy
• Keep fans posted
• “Keep the post flexible” – Texas Longhorns
• “We post or update content about 3 times per day in-
season and once a day out of season” – Michigan
• “Twitter is numerous times an hour. Facebook is 5-10 a
day” – Syracuse
• Keep fans engaged
• “Over the weekend, a photo of the team with the trophy got
5,000+ likes on Facebook” – Syracuse
• “Photo sharing, breaking news and initiatives are most
attractive for our fans” – Kentucky
8. FINDINGS
Sponsorships
• Related to the Team, the Game or the School
• “The promotion, ” Date with a great”, appeals to thousands of
fans” – Texas Longhorns
• “Great auction to sell items from sports players” – Penn State
• Bad Sponsor Engagements
• “Just posting their information without any type of interaction to
it or incentives was causing fans to unlike our page” –
Cincinnati
• “Fans complained about the event/promotion irrelevant!”
– Penn State
10. SURVEY
METHODOLOGY
• Survey conducted at
UConn from Nov. 6th
to Nov. 14th
• Total of 50
respondents
o36 of them are UConn
Husky Fans
o11 of them selected
“Maybe”
o3 of them are not
Fans (respondents
who chose “not fans”
could not finish this
6
32
11
1
1
5
1
17
2
1
1
2
5
0 5 10 15 20 25 30 35
Men's Baseball
Men's Basketball
Men's Football
Men's Golf
Men's Ice Hockey
Men's Soccer
Men's Track & Field
Women's Basketball
Women's Field Hockey
Women's Ice Hockey
Women's Lacrosse
Women's Soccer
Women's Volleyball
Which sport(s) do they follow?
13. HUSKY FANS
OPINIONS
• From the survey, 89% of Husky
fans willing to tag themselves on
the Panorama picture and share it
on their social media platform!!
• The reasons they answer “NO” are:
Uncomfortable to tag myself
on social media sites –Two
people
I like to have more privacy
Don‟t use social media much
Afraid of uploading photos on
social mediaYes, 89%
No, 11%
16. GOOD SPONSORSHIP
EXAMPLE
Event: Melbourne Derby (Australia)
Sponsor: AAMI- An Australia
Insurance Company
Web: Fancam Website
Types: Event called „Find Rhonda’.
Fans had chances to win $1,000 AAMI
Visa Debit Cards by finding “Rhonda”
from the Fancam photo. If a fan finds
her, he or she clicks her photo, and
enters personal information
Benefits: Help insurance company
capture customer data
17. COMPETITORS
Company Location Pros & cons Example
Both USA
and Canada
• Tag function not mature
• High quality
• Partner with CNN, MLB,
and BBC
• Flash Player-work well
with other equipment
Seattle Sounders &
Colorado
MLB
MN, USA • Similar with Fancam, but
not mature in
sponsorships
• Low-Cost appealing
• Local Service
Notre Dame(with
sponsor)
West Virginia
Prague • Will do business in USA
but need travel budget
for a photographer
Wembley Stadium
Other Examples
Texas, USA • Not really mature
• Quality is low
• Price opportunity
Texans vs Ravens
360 VR Texas, USA • High quality
• Customize
Times Square
*Click the button will lead to the example websites
18. COMPETITOR COST
COMPARISON
Company Range of Costs Notes
Fancam $7,000-20,000
• Depend on the features. Please
see handout.
360cities $10,000
• Plus the costs for 1 photographer
and travels for 2-3 days
Blakeway $0
UConn Panorama Sample
• Need UConn to send out product
announcements email to fans
• UConn ends up generating money
of panorama sales as well
GigaPan
$ 890 Camera
$1200 Annual fee for
social media functions
(tagging)
$500 per image for
embedding in Website
• With camera, UConn can take as
many Panoramic pictures as it
wants
20. It is a great
opportunity
74%
It doesn't matter for
me
22%
Other
4%
HUSKY FANS
OPINIONS
How do you feel if there was a chance for winning free game tickets
by making purchases in a specific store?
0% -I don‟t like
this kind of
promotion on
Husky social
media sites
Others:
1. Only for men‟s
basketball would
I consider to
make a purchase
2. The advertising
features and
merchandise
would be
important
21. 0
5
8
27
6
1
6
13
22
4
1 2 3 4 5
How likely wold you really make purchase for specific
product, such as a slice of pizza or a cup of coffee, if you
could win a free game ticket?
How likely would you use the coupon posted on Husky Social
media pages?
HUSKY FANS
OPINIONS
• Fans will attend FREE game tickets promotion more compare with the
coupon promotion
Very LikelyVery Unlikely
22. HUSKY FANS
OPINIONS
Suggested Sponsors from Fans:
Business #
Dunkin Donuts 5
Starbucks 4
Big Y 2
Footlocker 2
Student Union Food 2
Olympia Sports 1
Garden Catering 1
Dick‟s Sporting
Goods
1
Business #
CVS 1
Frozen Yogurt 1
Panera Bread 1
7-11 1
Barnes & Noble 1
McDonalds 1
Co-Op 1
Stop & Shop 1
Business #
ShopRite 1
Husky Greek Shop 1
Wally‟s Chicken
Coop
1
Pizza 1
Outlets 1
Local Bar 1
Wings Over-Storrs 1
23. 1. Husky gives
seasonal (or VIP)
tickets to the
sponsor
2. Sponsor donate
money to Husky
3. Husky posts
Free ticket
information and
the sponsor‟s link
on social media
twice a week
4. Fans go
purchase at
sponsor store will
receive raffle
tickets
5. Sponsor will
select winners for
the free tickets
6. Husky will post
winner info on
social media
WIN-WIN APPROACH
UConn
Benefit:
Increase
Revenue
Sponsor
Benefit:
Increase
Exposure
Sponsor
Benefit:
Increase
Revenue
Fan Benefit:
Free Ticket
24. COSTS & RISKS
Costs: (LOW)
• Opportunity Costs of Free Tickets
• Materials: Raffle Ticket, Box
(If handled by UConn )
Risks: (LOW)
• Fans might annoyed about the commercial information on
Husky‟s social media (Source: Primary Research)
From or survey to 47 Fans, none of them dislike
this kind of promotion on Husky social media site!
25. SIMILAR EXAMPLE-1
• North Carolina Tar Heels gave
free tickets to fans who
purchased at Subway
• Web link: Subway Sponsor
• Results: 640 likes, 94 shares,
and 48 comments (100%
positive comments)
26. SIMILAR EXAMPLE -2
• Oklahoma State Cowboys
gave free tickets to fans who
purchased at local Coffee Shop
• Web link: Coffeshop Sponsor
• Results: the link was posted on
sponsor‟s Facebook and
received only 12 likes, just one
positive comment
30. 0
2
14
19
11
1 2 3 4 5
Very Ineffective Very Effective
HUSKY FANS
OPINIONS
• From our survey, 65.2% of fans thought the digital
game booklet is effective and very effective in
engage with Husky on Social media
32. 1. Create new channel to promote UConn Husky sports
2. Introduce players and staff to audiences
3. Generate awareness for advertisers/sponsors
4. Provide measurable online marketing tool
5. Low operation cost
6. Sustainable revenue
7. Environmentally friendly
BENEFITS TO
STAKEHOLDERS
33. COSTS
• Booklet Design:
External ad agency, freelancer, outsource- $80.00/hour
Internal design, fans‟ contribution- $ 0 =Goodwill/Gift
• Cost Analysis:
Annual Basic Cost for Digital Booklet
Booklet design URL/WWW
Maintain and update
Booklet
Total Cost
$3,200 $180 $5,040 $8,420
$0 $0 $5,040 $5,040
*Note: Free lancer Designer hourly rate is $80,assuming the booklet would
require 40 hrs. work, an URL will cost 14.99/mo. on 10 year purchase.
On campus student rate is 8.40/hour, maintenance will require 20 hours/week,
30 weeks/yr.
34. DIGITAL BOOKLET
General Booklet for all teams (e.g.15pages)
V.S.
Special Booklet for each team(e.g. 6pages)
Key Factors:
1. Fan reaction
2. Sales pattern
3. Operation risks
4. Off season posts
• More Ad Space
• More Content
Long
version
• More info related
to games
• More games more
posts
Short
version
35. OPERATION
STRATEGY
• Short Term (1-2 years):
Post booklet bi-monthly during academic semester, and once a
month during summer and winter break, 18 times a year
Team up with UConn Newspaper and magazine for content
Low-cost/free trial to attract business for a long term agreement
Train internal online marketing and digital media production team
• Long Term (2+ years):
Wholesale ad space to external ad agency, OR
UConn Athletics sell ads directly to its customers
Adjust price to meet market needs
38. HUSKY FANS
OPINIONS
• From our survey, 65.2 % of fans thought post coupon information on
Husky social media page is effective and very effective in engaging
with Husky fans on social media
Very Ineffective Very Effective
2
6
8
21
9
1 2 3 4 5
Coupon information sent from Husky's
sponsors
39. HUSKY FANS
OPINIONS
It is great!
76%
It doesn't
matter for
me
24%
• How do fans feel if UConn Huskies
Facebook page posts a coupon with
discount price in a sponsor store?
0% -I don‟t like this
kind of promotion on
Husky social media
• How likely will fans really use the
coupon posted on UConn Husky
social media site?
Very
Likely
Very Unlikely
1
6
13
22
4
1 2 3 4 5
How likely would you use the coupon?
45. 1
6
9
8
16
20
23
25
29
Other
Game Live Photo
Player Photo
Fan Experience Photo
Updated News about Players
Game Information
Behind Scene Video
Game Highlights Video
Interesting Video
• From our survey, the first top three features which fans want to see on
Husky social media page are all Videos
HUSKY FANS
OPINIONS
*One person chose “other” mentioned -
”Interviews”
47. COST FOR ONLINE
MARKETING CAMPAIGN
Platform Basis Range of Fee
Cost Per View/Click
From high-end ($.3) to
low-end ($.1)
Cost Per Thousand and Cost
Per Click
Page Like Action: $.5
Reach: $.02
Clicks: $.2
Social Impressions: $.1
Monthly Package Minimum: $ 0-999
48. GOOD EXAMPLE
Platform Value Range of Fee
3210*.2=642
From high-end ($.3) to
low-end ($.1)
1552*.02*10+1552*.2*10
+1552*.1*10+120*.02+12
0*.1+85*10*.1=5065.8
Page Like Action: $.5
Reach: $.02
Clicks: $.2
Social Impressions: $.1
$ 200 (conservative) Minimum: $ 0-999
$ 5907.8
49. RETURN ON
INVESTMENT
Create
value from
online video
views
Increase
fan
numbers
Enhance
“Huskies”
loyalty
Potential Returns
Ticket revenues
Sponsorships
Reputation
Create
value from
online video
views
Increase
fan base
Enhance
“Husky”
loyalty
50. APPROACH
• Catch Fans’ attention
• Inspiration video
• Highlight video
• Entertainment video
• Increase Ticket Sales
• Promotional video
• Game information
• Generate Positive Image
• Community service video
From our survey, 56.5% of fans thought
posting community service videos on
UConn Husky social media page is effective
and very effective in engage with Husky
team
Very EffectiveVery Ineffective
2
3
15
21
5
1 2 3 4 5
51. VIDEO EXAMPLES
• Entertainment video
(Notre Dame)
• Promotional video
(Michigan)
• Community service video
(Texas Longhorns)
52. OTHER INTERESTING
FINDINGS
Text Message Marketing
Oklahoma Cowboys asked
fans to text a code to “55678”
for the chance to win free
tickets, gas card, or a trip!
Benefits: Help sponsor
capture potential customer’s
mobile number for future
mobile marketing campaigns
Cost: There is Free Trail of
this service
53. 0
5
16
18
7
0
1
16
18
11
0
1
5
27
13
1 2 3 4 5
To share your game experience photos on UConn Husky
Social Media Platform(s)
Voting for the best player
Events to meet with famous player(s)
OTHER SURVEY
RESULTS
Very Ineffective Very Effective
• Fans think events involving popular player(s) is the most
effective approach to engage with Huskies on social media!
Blakeway :other gigapixelsexamples:http://www.wvusports.com/gigapixel/index.htmlhttp://125.nd.edu/panohttp://gigapixel.panoramas.com/panthers/http://gigapixel.panoramas.com/bengals/http://www.calbears.com/ot/gigapixel.htmlhttp://gigapixel.panoramas.com/texastech/http://gigapixel.panoramas.com/usc/http://gigapixel.panoramas.com/gamecocks/FanCam: We sell the turnkey solution to sponsors. Sometimes our sponsors are our direct clients (this is possible if they are also a relevant sponsor of the event or stadium so that they have personal connections with the rights holders), but most of the times our clients are the rights holders who then approach sponsors to pay for the solution. So in your case, Michigan University could be our client and they would then approach Puma to sponsor (and pay for) the FANCAM. Any brand can sponsor, as long as we have the rights to get our photographer centre field a few minutes before the game (or concert) starts.
Blakeway: All that ll.
Web link:
Web link:
add
add
In our research, we found several examples of visual advertisements on Athletics Facebook pages. Here are some examples. We say car dealers, sports gear brands, Ice cream shops, even local window producers.
It simply doesn’t work.
We still want to suggest that such “adds” should be on the page, but wrapped in a different way. Adds that will add value to the page should be limited to: Drafts for tickets, Increasing fan base incentives, Product placement into (discreetly)…
Strategy for display adds on fb page is increasing fan base by encouraging interaction and engagement of the fans by posting non-adds. Incentivize fans by giving them opportunity to win tickets or attend special events or win coupons for local storesAll of these produce free marketing. Still we need to be conscious about being too aggressive with add placement not to produce negative effect among fans
Actions: Actions that happen on Facebook, which current include Page Likes and App Installs.Reach: Number of times an impression was served to a user for the first time in a day.Clicks: Number of clicks received.Social Impressions: Impressions with social context, i.e. with the names of one or more of the user’s friends attached to the ad who have already liked the page or installed the app.https://business.twitter.com/en/advertise/start/
ADDPsychological Share Motivation1. Emotions2. Identity and Self Expression3. Information
Add screen shots for how many views
Web link: https://www.facebook.com/photo.php?fbid=437460762962223&set=a.114212685287034.7297.113657452009224&type=1&theater