#KC Social Media Command Center - All-Star Game

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Presentation from the September 7, 2012 Social Media Club of Kansas City Breakfast, featuring the community-led Social Media Command Center for the MLB All-Star Game.

Technologie News & Politik Business

The Strategy
Multi-faceted communications strategy about the KC experience

•  Social Media Monitoring and Outreach: #KC and @visitkc
•  Playbook for respondents
•  Signed Tweets, Individual Voices, Real SMC Folks
•  Hashtag lives on
•  Partners in action
•  Tumblr: The Voice of the Command Center: http://visitkc.tumblr.com/
•  PR, Innovation and Photo Ops
•  The ASG and #KC Experience, Curated: VisitKC Social Hub
•  Street Team
•  Command Center “journalists”
•  Prize Patrol
•  Friends of the Command Center
•  Food, coffee, prizes

Monitoring & Response: How it Worked
Listening
by
Keyword
Groups

Command

Direct
Men<ons
KC
+
Tourism
KC
+
ASG
Center

Manager
Curator
Manager

•  Social
Hub

•  @visitkc

Agents

The Dazzle: Displaying the Story
•  Spiral
16
•  Radian6
Engagement
Stats

•  Visible
Tweets
•  SocialBro
Reach
Analysis

•  VisitKC
Social
Hub
•  Google
Traﬃc

•  TrendsMap
•  Baseball

•  Custom
uMapper

Visitors and Interest
•  Mayor
Sly
James

•  City
Manager
Troy
Schulte

•  H&R
Block
CMO
Robert

Turtledove

•  H&R
Block
CTO
Rich
Agar

•  KCATA
Director
Mark
Huﬀer

•  Missouri
Tourism

•  Biking4Baseball

•  KC
Star

•  KCUR

•  All
KC
TV
aﬃliates

•  KC
CVA
President
&
CEO
Rick

Hughes

The Results

One social post at a time:

o  72,139 processed through KCSMCC workflow
o  32,174 reviewed, tagged, curated
o  2,132 personalized responses
o  >8 million impressions of #KC or @visitkc
o  70% positive sentiment

“Kansas City fans
have every reason
to be proud.”
– Associated Press writer
Dave Skretta

Lessons Learned
•  Responding from one account = Twitter rate limit during peak times
•  Design for scale
•  Arrange volunteers by demand
•  Segment your listening streams
•  Be agile
•  Constantly analyze and hone listening
•  Break out noise for separate analysis
•  Shut down the trolls
•  Street teams are great for content
•  Your friends give you a content boost
•  People don’t look up
•  #KC is big with Indonesian emo kids

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#KC Social Media Command Center - All-Star Game

1. #KC Social Media Command Center

2. The Nexus

3. The Partnership

4. The Strategy Multi-faceted communications strategy about the KC experience •  Social Media Monitoring and Outreach: #KC and @visitkc •  Playbook for respondents •  Signed Tweets, Individual Voices, Real SMC Folks •  Hashtag lives on •  Partners in action •  Tumblr: The Voice of the Command Center: http://visitkc.tumblr.com/ •  PR, Innovation and Photo Ops •  The ASG and #KC Experience, Curated: VisitKC Social Hub •  Street Team •  Command Center “journalists” •  Prize Patrol •  Friends of the Command Center •  Food, coffee, prizes

5. The Workforce

6. The Challenge

7. Monitoring & Response: How it Worked Listening by Keyword Groups Command Direct Men<ons KC + Tourism KC + ASG Center Manager Curator Manager •  Social Hub •  @visitkc Agents

9. The Dazzle: Displaying the Story •  Spiral 16 •  Radian6 Engagement Stats •  Visible Tweets •  SocialBro Reach Analysis •  VisitKC Social Hub •  Google Traﬃc •  TrendsMap •  Baseball •  Custom uMapper

10. The Dazzle

11. Visitors and Interest •  Mayor Sly James •  City Manager Troy Schulte •  H&R Block CMO Robert Turtledove •  H&R Block CTO Rich Agar •  KCATA Director Mark Huﬀer •  Missouri Tourism •  Biking4Baseball •  KC Star •  KCUR •  All KC TV aﬃliates •  KC CVA President & CEO Rick Hughes

12. Coverage

13. The Results One social post at a time: o  72,139 processed through KCSMCC workflow o  32,174 reviewed, tagged, curated o  2,132 personalized responses o  >8 million impressions of #KC or @visitkc o  70% positive sentiment “Kansas City fans have every reason to be proud.” – Associated Press writer Dave Skretta

14. The VisitKC Effect •  Command Center leveraged VisitKC branding •  #KC hash tag lives on as part of the renewed VisitKC brand

15. Lessons Learned •  Responding from one account = Twitter rate limit during peak times •  Design for scale •  Arrange volunteers by demand •  Segment your listening streams •  Be agile •  Constantly analyze and hone listening •  Break out noise for separate analysis •  Shut down the trolls •  Street teams are great for content •  Your friends give you a content boost •  People don’t look up •  #KC is big with Indonesian emo kids

#KC Social Media Command Center - All-Star Game

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