- The document discusses a Facebook campaign for the Kalinga Lancers field hockey team from January 11th to February 18th 2014. - The campaign reached over 8 million people and gained 40,000 fans for the Kalinga Lancers Facebook page. - The page saw high engagement, especially from male fans aged 13-24 in Odisha, through posts about players, matches, contests and promotions.

1. Facebook Campaign
11th Jan – 18th Feb 2014
www.facebook.com/thekalingalancers

2. About Kalinga Lancers
'Kalinga Lancers' is the 6th franchise to make its debut in the Hero
Hockey India League 2014.Kalinga Lancers (abbreviated as KL) is a
field hockey team based in Bhubaneswar, Odisha. It is promoted by
Odisha Sports Development and Promotion Company (OSDPC), jointly
owned by Odisha Industrial Infrastructure Development Corporation
(IDCO) and Mahanadi Coalfields Limited (MCL).
HEAD COACH : Terry Walsh
CHIEF MENTOR : Dillip Tirkey

3. Scope of Work
Building
Strategy
Implemen-
tation
Measures &
Reports
Campaign
Design

4. FACEBOOK PAGE PERFORMANCE REPORT
Kalinga Lancers

5. The official Page

6. Target Audience
Since KALINGA LANCERS is a Odisha based team the targeted
audience were mainly people living in Odisha , Odia’s living outside
Odisha , Hockey Enthusiasts , Away Match Cities .

7. Fans
Total No. Of Fans - 40,000 and counting

8. Reached
Our page and its posts have reached
8.3 Million people during the campaign

9. Competitor Engagement
Comparison
KALINGA LANCERS engagement
during the campaign was more
than the other HIL teams and also
the Official Page of Hockey India

10. Some Stats
Total fans
40000
Fan reached
95%
Impressions
8.2M
Posts
300
Comments
1.7K
Shares
850
Likes
16K

11. Fan Source
22%
20%
19%
40%
0% 10% 20% 30% 40% 50%
ads
like_story
mobile_ads
Other
Fan source
Fan source

12. Fan Reach
0
50000
100000
150000
200000
250000
Paid reach
Viral reach
Organic reach
Organic reach
33,085
Viral reach
726,250
Paid reach
363,479
of fanbase
95% of fanbase
2,096% of fanbase
1,049%

13. Page Visits
0
200
400
600
800
1000
1200
1400
0
500
1000
1500
2000
2500
3000
Unique daily page views
Daily page views
Daily visitors
28K
Page views
526

14. Fan Demographic
Male
91%
Female
9%
+
15%
58%
14% 2% 1%
0% 0%
2% 5%
1%
0% 0% 0% 0%
70%
60%
50%
40%
30%
20%
10%
0%
10%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Female
Male

15. INTERACTIONS
Our page and its posts have generated 233,799interactions

16. Points To Look Out
• Odisha had Highest viewership of HIL on Star Sports Source : Star Sports (
Kalinga Lancers was a Odisha based team )
•Online ticket promotion was well received by fans which resulted in the FULL
HOUSE at the kalinga stadium in all the matches
•More than 20 winners were announced since the beginning of the
tournament till the end.
•81%% of the fan-base are in the age group of 13-24 in the facebook page

17. Page Contents
A content (posts) category list was prepared the page
 Player Profiles
 Contests
 Fixtures
 Promotional Events & Activities
 Realtime Match Updates
 Exclusive Match Pictures ( 1st on Net )
 Fan Pictures

18. POSTS
Player Profile
Posts

19. Player Info Posts

20. Player Info Post Interaction

21. Contests

22. Contests

23. Contest Winners

24. Match Schedule/fixture
Posts

25. Match Schedules/Fixtures Post

26. Interaction & Reach

27. Interaction & Reach

28. Promotional
Events/Activities
Posts

29. Promotional Activities

30. Promotional Activities

31. Launching Event Posts

32. Star Sports Photoshoot Post

33. Real-time match
updates

34. Real-time Match Updates

35. Real-time Updates

36. Match sentiment
( Victory & defeat posts)

37. Victory Moments

38. During Defeat- Motivational Posts

39. Highest Interaction Moments

40. post match

41. POST MATCH

42. Fan /crowd
posts

43. Crowd Posts

44. Other posts

45. Other Posts

46. Other Posts

47. GLOSSARY
Reach
The number of people who have seen
any content associated with our Page
The proportion of Reached Users that have
engaged with our posts
= Engaged Users/Reached Users x100
Engaged Users
The number of people who engaged with
our Page and its content. Engagement
includes any click.
Consumers
The number of people sharing viral stories on
Facebook about your page. These stories include
liking, commenting on or sharing one of our Page
posts, amongst others interactions.
It also include becoming a Fan of our Page.
The number of engaged users who clicked
on any of our content without generating a
story.It happens when they click to view a
picture, watch a video or click on a link for
example.
People Talking About This
Engagement Rate

48. Virality
The proportion of Reached Users that have
generated viral visibility (=stories) with our
Posts
= PTAT/Reached Users x100
Virality Rate
The number of people who saw our
Page or one of its posts from a story
published by a friend.
GLOSSARY

49. We are a breed of wacky people with an addiction towards
'SOCIALMEDIA' . We are Prelude Digital , a digital media agency with a
flair for design & strategy. We walk into the office with a smile and walk
out with an even bigger smile! Don’t ask what happens while we’re in
here! ;)
We catch your target audience on the go with innovative, quirky &
some really exciting strategies which would thereby keep your
fans/Clients engaged, informed and raring for more. With our team of
maverick designers and digital Da Vincis, we create online destinations
that speak volumes for your brand.
About Us
Who We Are ?
How we do it ?

50. THANK YOU 
We would love to meet you and explore opportunities together
Phone: Pratik :+91 7381088846
pratik@preludelive.com
www.preludedigital.com
@Prelude_Digital /PreludeDigital