Levi

World Cup Levi Social Media Analytics. Twitter

teamSUPER

Nikita Ha KeesLiza

Objectives and methods

Conduct the World Cup Levi in Twitter Promote Levi as a sport venue Promote Levi as a tourism destination

Live responds — 38 conversations Content creation — 150 tweets 4 tools for analytics Collaboration with Instagram and Facebook

14.11.14-16.11.14

Key Metrics (1)impressions - number of times users saw the tweet engagements - interaction with tweet

engagement rate - engagements/impressions

link clicks — 611retweets — 311favorites — 469replies — 38hashtags

Key Metrics (2)

0

12500

25000

37500

50000

13.11 14.11 15.11 16.11 17.11 18.11 19.11

2 9004 800

17 300

31 800

42 300

20 600

4 170

Impressions

keep tweeting news about Levi as a resort!

Our UsersTop interests Location

5%6%7%

8%

13%

18%

42%

FIN Other ITA USAUK FRA AUT

0

12

24

36

48

Top InterestsSkiing Sporting EventsOlympics MusicSports News

FIN

Other

ITAUSA

FRA

%

Skiing Sport events Olympics

MusicSport news

UK

AUT

Tweets Diversity

Tweets Diversity

cross-promotion with airlines, hotels, restaurants, bars and clubs

Live Tweeting different strategies: live sport results VS key moments

announcement

I

different strategies: live sport results VS key moments announcement

#followers started decreasing low indicator of impressions engagements decreased

I

Live Tweeting

different strategies: live sport results VS key moments announcement

#followers started decreasing low indicator of impressions engagements decreased

I

II

Live Tweeting

Hot Tweets & #hashtagsMentions of athletes in tweets Tweets with any pictures Kids and reindeers

#hashtags #slalom #fisalpine #ski #levi #reindeer #worldcuplevi

impressions ≈ 700 (200) engagements ≈ 40 (3) engagement rate ≈ 5-6% (1%)

Conclusions (1)

User engagement is much higher with visual content

Increase in number of followers +56 (3%)

Dozen of positive feedback about social activity this year

Users are eager to star or retweet the tweet rather than reply and comment

Don’t make users interact. Just give them value…and they will be engaged!

Conclusions (2)

Replies to people get relatively big reach

Posting all results results in more favourites

Posting less but important results in more retweets

Retweets give more engagement than favourites

The day directly after the event, people still talk about it

Keep them informed about other events and activities in Levi

Conclusions (3)