Bob McKamey

The Official Tumblr page of Bob McKamey: co-founder of Chicago-based interactive studio UnCommon Thinking.
Recent Tweets @BobMcKamey
Who I Follow

The PGA Championship, due to Tiger’s recent back injury, just might be the most anticipated golfing event of the year. With that in mind in this post I’ll provide a snapshot of their social media efforts (all info & data as of 6:30PM CST on August 06, 2014)

 

Directory Links

PGA Championship:
www.PGAChampionship.com

Valhalla:
http://valhalla.pgalinks.com

-

Website
It’s hard for an event to have a worse social media integration strategy than The Masters (ie they don’t even link to, or promote, any of their accounts), but The PGA Championship just might have accomplished it.

Their social integration comes from two areas on the website:

1. The footer features icon links for Facebook and Twitter.

image

2. A tabbed module on the Home Page includes feeds from Facebook and Twitter.

image

Couple problems going on here - the icon links go to the PGA.com accounts and not the Championship’s. The feeds also come from the PGA.com accounts, but the display makes them all but worthless -  and the Twitter feed is stuck on ones from July 25th.

Amazing the event has four official platform accounts, and not one of them is linked to or promoted on the website. Call it was it is - an example of horrible social media integration.

08.07 Update

Site has added the “Social Caddy” feature on the Leaderboard - that shows a hole shot tracker, fan tweets, and includes the golfer’s Twitter handle and hashtag - how hard is it for the PGA to get Tiger’s account right? Unbelievable.

-

Social Media
I thought it would be interesting to review their activity on a given platform during a specific timeframe. Below is a recap from each one:

Twitter - Day of August 6th until 6PM CST:

image

  • 50 total posts were made - 35 of those were Retweets, and 25 included an image. They made no @ Replies, and had 10 Favorites.

.

Facebook - Day of August 6th until 6PM CST:

image

  • 8 total posts were made - 7 of those included an image, while none included a video.
  • Interesting to note that of the 8 posts, 7 of them were also posted in some form on Twitter (2 with duplicate copy and 5 with slightly altered copy). Bottom-line no real unique content coming from the Facebook page.

.

Instagram - August 1st thru 6th at 6PM CST:

image

  • 36 total posts were made - 5 of those were reposts. They included one custom image and one video. From posts made on the 6th, only one was related to Tiger - a crowd shot that didn’t include Tiger. As the Golf Channel put it today, Tiger doesn’t move the needle - he is the needle. Missed opportunity to capitalize on the great content Tiger provided today.
  • Interesting to compare against the PGA.com account: 30 total posts (5 custom and 2 videos). They included 3 posts of Tiger including one of those being a swing video.

.

YouTube - Previous two weeks thru August 6th at 6PM CST:

image

  • 6 videos were posted, with the most frequent one coming around 4PM. Unfortunately the featured video is one from 9 months ago.
  • Kudos for producing a well designed header graphic, and including SM links to the actual event accounts.

.

Vine - 2014 thru August 6th at 6PM CST:

  • Only one post this year from August 1st = not good. Missed a great opportunity with built-in content from Tiger today.

-

Valhalla

  • Unfortunately the host course’s website does not provide links to any social accounts.
  • They do a decent job with their Twitter account promoting the event, but it’s important to note they also have a “Grounds Crew” account. First time I’ve seen this from a host course, and there is a lot of potential here. Think of it in relation to the equipment manager accounts you see from college sports teams. Great idea, but lacking in execution - of their 115 Tweets, 89 are RT’s, and their last owned Tweet was from July 30th. Credit to the club for setting this up, but leaving a lot of potential on the table.

-

Notes:

  • There’s no excuse for the lack of social integration on the website, and for that matter it’s time to completely rethink the website design & content strategy. The entire site is a template structure, and has a dated feel.
  • Leading up to play on Thursday, the event did a cool initiative with “Player Selfies” (photo & autograph). Couple issues though - seems like they could have done a Twitter Mirror solution; they missed a sponsorship opportunity; and they really need a better showcase within the website for it (click here).
  • Another cool initiative I want to callout is the “Long Drive Competition" - also a few issues: missed opportunity to use Vine or IG video; also missed a sponsorship opportunity; and also really need a better showcase within the website on this too (click here).

The Open Championship tees off tomorrow at Royal Liverpool, and in this post I’ll provide a snapshot of their social media efforts (all info & data as of 11:30AM CST on July 16, 2014):

Directory Links

British Open:
www.OpenGolf.com

Not promoted on website:

Royal Liverpool:
www.Royal-Liverpool-Golf.com

-

Website

image

  • One note on the header design, a lot of people cry about the amount of coverage Tiger gets, but as the defending champ of this year’s host course (Royal Liverpool - 2006) it would have made sense to include his image.
  • The integration is virtually identical to last year’s efforts which are pretty basic, with the one major addition being the inclusion of a social feed section - http://social.theopen.com 

image

  • The Hub is promoted in the first content viewer spot when you hit the home page, but that is the only place they call attention to it. As usual not a fan of the puzzle format, but they do include bigger imagery compared to many other feeds which provide more impact. The module pulls feeds from Twitter, YouTube, Instagram, and Facebook, and includes a filter option.

-

Facebook

image

  • For their header imagery, they’ve continued with last year’s strategy of using a countdown tactic and photo that showcases the event.
  • Based on last year’s review, we can tell in a year’s time their Likes have gone from 55,680 to 83,320 (49% increase).
  • They do a nice job of integrating imagery into every post.
  • Surprised they still don’t cross-promote their Twitter & Instagram accounts, and their App with tabs. They did include a post promoting the Instagram account:

image

-

Twitter

image

  • Great visual in the header to give you a feel for the event.
  • Based on last year’s review, we can tell in a year’s time their follower count went from 72,209 to 132,942 (84% increase)
  • They do a good job with their posting strategy - frequency, content = information, photos & videos, and RT’s of players, media, and most importantly fans.
  • Main hashtags in play are #TheOpen, #OpenMoments, and #OpenSelfie.

-

Instagram:

image

  • Side-note: can never go wrong with a shot of “The Most Interesting Man in Golf”.
  • They don’t promote the account on their website, and I didn’t see any promotion on Twitter either.
  • The account was just started in May of this year, and has only 49 posts (including 6 customs images, and one video).

-

Vine:

image

  • They only include one post from March 6th (399 Loops), so the account is inactive - they also don’t promote it on their website.
  • 06.17 Update - they added two new Vines this morning, and solid choices at that: Game #1 and Tiger’s 1st Tee Shot.

-

Royal Liverpool

Last year I didn’t cover the host course (Muirfield), but this year I found Royal Liverpool was doing some interesting things:

image

  • First off it’s good to see them active on four different platforms, and they clearly promote them with universal icon links on their website.
  • Across Facebook, Twitter, and their website they make really good use of the #OpenCountdown hashtag.
  • Similar to the Open on Twitter they do a really good job with their posting strategy - information, photos, and RT’s.
  • On Instagram, I would actually recommend following their account over the Open’s - they’ve done a great job of capturing the incredible visual that the course provides:

image

  • In the lead up it’s been interesting to see them promote hashtags for each of the holes (ie No. 18 is #HoylakeDun), and then include a feed module on the hole pages:

image

  • Overall similar to Pinehurst with the US Open, they’ve done a really good job of supporting the event on their website and through social media.

-

Notes:

  • Still like to see The Open take their website social integration to another level - basic things are missing, and as a Major you’re held to a higher level and the overall integration could have more depth.
  • A couple good #sportsbiz and #smsports reads around The Open:

07.17.14 - The 2014 Open Golf live on YouTube

07.16.14 - Interview: How the Open Championship is utilizing iBeacons, Wi-Fi and storytelling

07.16.14 - British Open(s) up to loud social media world

07.14.14 - Paul Shaw, Royal Liverpool Golf Club’s social media guru, discusses digital plans for the 2014 Open Championship

Last week’s NBA Draft provided a great example by Duke Basketball of using social media to tell a story. For most college programs that are fortunate enough to have a player selected in the 1st Round their focus is on congratulating the player, and rightfully so, but for programs on the level of Duke - Draft night is an annual storytelling opportunity.

On Draft night for a program like Duke, their focus is on telling the success story of their NBA pipeline to potential recruits. The storylines for Duke were:

  • Showcasing the program’s draft history under Coach K
  • Showcasing the players getting drafted
  • Showcasing the # of Top-3 Picks under Coach K
  • Showcasing the # of Lottery Picks under Coach K
  • Showcasing the # of 1st Round Draft Picks under Coach K

and here’s how they told that story on Instagram:

Post #1 - Draft History
The first post on Draft day was all about setting the stage, and showcasing Coach K’s incredible history of success in the Draft:

For the 13th time in the past 15 NBA Drafts, Coach K will have at least one player selected. And there will be more than one tonight. #dukeinthenba

image

.

Post #2 - Draft History
A follow-up to the initial message, the second post let imagery do the talking: come to Duke and you’ll get a chance to shake the NBA Commissioner’s hand on Draft Night:

Life-changing hugs and handshakes tonight. Won’t be the first time. #tbt #DukeDeveloped #DukePros #DukeintheNBA

image

.

Post #3 - Focus on the Players
With Jabari Parker going 2nd, it was time to put the focus on the player:

Congrats @jabariparker! Headed to Milwaukee with the 2nd pick overall. BIG things ahead for JP.

image

.

Post #4 - Focus on the Players
Continuing with a focus on the player, and reminding recruits that Duke’s NBA pipeline goes all the way to the top (also note the synergy of the image with Post #2):

Best suit game in the draft. Classy look. @Jabariparker shaking hands with family… NBA commish and Duke grad Adam Silver #dukeinthenba

image

.

Post #5 - Top-3 Picks
Jabari going 2nd provided a real-time marketing opportunity to showcase the number of Top-3 picks the program has had (good example of prepping all the potential stats & storylines prior to the event):

Top 3 picks? Top 3 picks. @jabariparker is our 8th since 1985. #dukeinthenba

image

.

Post #6 - Focus on the Players
With Rodney Hood going 23rd, time to put the focus back on the player, and also note that Utah’s HC is a former Duke player as well:

Congrats to our guy @hoodie5! Will play for former Blue Devil Quin Snyder in Utah. Jazz making moves. #dukeinthenba #dukefamily

image

.

Post #7 - Lottery Picks
Jabari going 2nd also provided a real-time marketing opportunity to showcase how many Lottery Picks the program has had under Coach K:

#DukeDeveloped … Dreams achieved. Most lottery picks ever. JP is 18th under Coach K. #dukeinthenba

image

.

Post #8 - Focus on the Players
With Jabari and Rodney both now selected, great opportunity to again showcase the players:

First-round picks about to make a splash. #dukefamily @hoodie5 @jabariparker (photo via @bucks)

image

.

Post #9 - 1st Round Draft Picks
With the 1st Round complete, another real-time marketing opportunity arose to let potential recruits know that Coach K has had more 1st Round Picks than any other coach:

For the third time in the last four drafts, Duke teammates are first-round picks #dukeinthenba @jabariparker @hoodie5

image

.

Post #10 - Promote Players & The Program
The next day, Duke used a video as a nice recap to the Draft:

"From Duke University" #dukeinthenba @jabariparker @hoodie5

(View IG Video by Clicking Here)

-

Post Details
as of June 30, 2014 - 3:00PM CST

image

With the NBA Draft taking place last night, I thought it would be interesting to take a look at the engagement from each NBA team and college program on their first post once the pick had been made:

*All college team data as of June 27, 2014 at 10:15AM CST; and all NBA team data as of June 27, 2014 at 10:42AM CST

College Programs:

image

image

.

NBA Teams:

image

image

.

Totals:

image

-

Notes:

  • Images - On the college side 5 of the 22 possible didn’t use an image on the first post, while 15 of the possible 30 didn’t on the NBA side.
  • CoachCalDotCom tweeted out an image post on Randle going #7 before the Kentucky program account did.
  • Indiana waited 90 minutes before posting Vonleh had been picked #9.
  • Michigan State retweeted ESPNNBA for their two posts, which accounts for the higher numbers.
  • Missed opportunity for Louisiana Lafayette and Syracuse as neither program has an official Twitter account. Especially for LA Lafayette to get that kind of exposure on Draft night would have been huge to promote that to potential recruits.
  • Nice job by the Magic, just under an hour after making the 4th pick they held a Twitter Takeover:

image

  • The Miami Heat selected PJ Hairston 26th, but made no mention of it on their account. Then at 11:33PM they posted about trading his rights. That text-only post received 1,401 Retweets, 942 Favorites and 18 comments.
  • Each Tweet by the college and NBA teams could be examined in detail, but it was interesting to see how formal the Bulls were with their voice: “NBA Commissioner Adam Silver announces have selected Jusuf Nurkic with the 16th pick.

The Cleveland Cavs rolled out their Draft Social Hub today, and unfortunately it gives all the social hub detractors about 10,000 gallons of fuel to throw on their fire:

  • The only positive: it does integrate a sponsor - kudos to the Cavs sales and sm teams for that.
  • Issue 1 - there’s no way to determine if it’s chronologically correct, no date tags.
  • Issue 2 - the most obvious one: it’s a puzzle feed. Where do you start and where does your eye flow next, it’s all over the place.
  • Issue 3 - the color scheme and All CAPS text treatment makes it very hard to read.
  • Issue 4 - the text in the boxes sometimes overflows into boxes below, formatting issue.
  • Issue 5 - it’s filled with mysterious white boxes throughout, formatting issue.

http://www.nba.com/cavaliers/draft/social

.

.

.

The 114th U.S. Open tees off Thursday at Pinehurst, but this year the event has the unenviable task of going up against the start of the World Cup - couple that with Tiger Woods not playing due to injury, and the event could be looking at a major fight to gain & hold the sporting public’s interest.

Much will depend on the names atop the leaderboard, but an obvious strategy for the Open to try and stay top-of-mind is through the use of social media. It’s no secret that the World Cup (Players/Teams/Sponsors) is primed to dominate social over the next month, and platforms such as Twitter and Facebook are already prepping users for the start on Thursday. Perhaps the only silver lining for the Open is that Team USA won’t play their first match until the Monday after the event ends.

So with all that in mind, here’s a snapshot of what the US Open is doing on social (all info and data as of 2:15PM CST on June 10, 2014).

Directory Links

US Open:
www.USOpen.com

 Not promoted on website:

Pinehurst:
www.Pinehurst.com

-

Website

Surprisingly the Open is sticking with pretty much the exact same offering they had last year:

  • The site includes universal header Follow and Like buttons, and footer icon links for Facebook and Twitter.
  • Within the main News section they include a “Social Connection” sub-link.
  • The Social Connection page includes a Twitter feed, Instagram feed with 3 photos (last year only had 2), and a Facebook feed (last year was only a callout):

image

-

Social Media

Facebook:

image

  • First off, congrats to the USGA on using a credible photo for their cover image - last year’s was a joke.
  • They include a App link for Twitter, but it goes to a page with this error graphic:

image

  • They do a pretty good job on their posting strategy: Since June 1st they’ve posted 38 times with the following breakout: 29 photos, 7 videos, 26 with a hashtag.

-

Twitter:

image

  • If it were my call would have done a historical custom graphic integrating Payne Stewart (‘99 Winner at Pinehurst) for the profile image.
  • Pretty active with their posting frequency - in the last two days they’ve made 57 Tweets with the following breakdown: 5 RT’s (all players), 17 photos, 29 with a hashtag.
  • Do a good job of integrating the #USOpen hashtag in Tweets.
  • No promotion of Instagram or Vine in Tweets.
  • They don’t use @ Replies or RT’s to engage fans, but they do a good job of utilizing the Favorite feature (3,374) to showcase fans.

-

Instagram:

image

  • Unfortunately, they still don’t link to their account in the universal SM icon links on their website - makes no sense.
  • The Social Connections feed is from the /USGA1894 account, but there is also a /USOpenGolf account that appears legit. Activity on both accounts has been severely lacking: /USGA1894 has had 10 post since June 1st (no custom graphics and no videos), while /USOpenGolf has had 4 posts all year (no custom graphics and no videos).
  • The recommendation here would be to use the more common /USOpenGolf and develop a true posting strategy (content & frequency).

-

YouTube & Google+

  • Both are USGA accounts. The YouTube account has no 2014 US Open playlist, and so far only 4 of the last 24 video uploads related to the men’s Open. The + account has had 13 posts in 2014, but 7 have been related to the men’s Open.

-

Pinehurst

The Open got absolutely no help from Merion on social media (website integration or platform activation) last year, so it has to be a huge relief for them to see how proactive Pinehurst has been.

The host course is active on Facebook, Twitter, Instagram, YouTube, and Google+ - and gives the Open an additional potential social media reach of 41,648 from their accounts.

On their website they include universal icons for all channels except G+, and they integrate a Instagram & Twitter feed module:

image

.
Notes:

  • Really expected to see more out of the Open website, not that they’re doing anything bad (other than not linking to their IG account), but more importantly they aren’t doing anything worth really talking about. Also no mention of any on-site digital/social activations (they could take a lesson from The Memorial).
  • A huge part of what is going to help the World Cup blow-up on social is participation from sponsors. The USGA lists five major partners on the site - Chevron, Rolex, IBM, Lexus, and American Express. Chevron will activate the STEM ZONE™ - an interactive experience highlighting the science and math behind the game of golf through a variety of hands-on exhibits and experiments; and fans who use #usopenpresspass will have the opportunity to ask post-round questions to U.S. Open competitors. The problem with this information is that it’s hidden - you have to click the bottom logos (ie nobody will). Why not promote this more clearly on the site - specifically as part of full blown social media focused section.
  • Quick scan of the US Open’s partners on social since June 1st: Chevron had no Tweets or posts on FB related to the Open. Rolex has no Twitter account, and most recent post on FB is related to F1 on May 25th. IBM had two Tweets, and no posts on Facebook. Lexus had 1 Tweet and no posts on Facebook. American Express had 6 Tweets related to 2015 tix, and no posts on Facebook. See where this is going? Of course the Cup has a much longer shelf-life and bigger potential audience, but seeing nothing was embarrassing - not even a small effort like Nationwide’s promo on IG leading up to the Memorial??
  • Sidenote - kudos to the Open on their 404 page graphic:

image

For the second year in a row we have the Miami Heat and San Antonio Spurs in the NBA Finals. Last year I did a detailed review on their social media efforts, so with this post I decided to focus more on the year-to-year comparison social stats, and then finish it off with a few design observations (all information and stats as of 10:00AM CST on June 5, 2014).

Directory Links:

Miami Heat
http://www.nba.com/heat/

San Antonio Spurs
http://www.nba.com/spurs

-

Year to Year Comparison:

image

-

Year to Year % Increase by Platform:

              image

Social Reach:
Interesting to note the difference in potential total social reach between the two clubs:

  • Heat - 17,948,623
  • Spurs - 5,000,763

Percent increase from the start of the Finals last year on June 6 thru the start of this year’s on June 5th:

  • The Heat increased their social reach by 7,619,298 (42.4%).
  • The Spurs increased their social reach by 2,943,283 (58.8%).

-

Vine:
Worth noting that both teams have accounts (neither has setup their usernames yet though), but the Heat who abandoned their account after last year’s parade still have a huge lead in followers:

                 image

-

Design Notes:

Twitter Headers
Which team has the less inspiring Twitter header image? Hard to tell, both decided to pass on showcasing emotion and excitement.

image

.

image

-

Social Wall Comparison
Both teams integrated photo wall feed into their sites. The Heat include it on their White Hot Heat mini-site. Clicking on a photo doesn’t display the user or the description, just the # (ie Image 455 of 1124).

image

The Spurs include it on their Playoff splash mini-site. Clicking on a photo takes you a SnapWidget page.

image

In both cases should have spent the time to integrate a module that keeps users on the page, and showcases their handle and description to further reward the fan. (Update - Spurs have altered theirs to include the handle and description, but noticed some photos feed to big on click and you can’t view the info)

The puck drops tonight for game one of the Stanley Cup Final between the Los Angeles Kings and New York Rangers, and in this post I review the social media strategies of each team to crown a Social Media Cup Champion (all information and stats as of 10:00AM CST on June 4, 2014).

Directory Links:

Los Angeles Kings
http://kings.nhl.com/

New York Rangers
http://rangers.nhl.com/

-

Channel Stats:

                   image

-

Website Social Media Integration - Kings

Rangers

  • Showcase universal SM icon links for: Facebook, Twitter, Instagram, and Google+.
  • Include a Twitter feed module, and ‘Rangers On The Go’ module with callouts for Facebook, Twitter, and Instagram channels.
  • Internally include the same HP Twitter feed module on random secondary pages.
  • Under “FANZONE” main section includes sub-links for: Stay Connected, Facebook, Twitter, Instagram, Google+.
  • Stay Connected includes feeds from Facebook, Twitter and Instagram; a callout for Google +, and a players Twitter Directory.
  •  Under “FANZONE” also include links for Infographics and Wallpapers. Infographics only had one (regular season schedule breakdown), while Wallpapers did not include anything for social media.
  • The “Blueshirts United” fan site includes a puzzle feed social wall for the #NYRPlayoffs hashtag.

image

 Kings

  • Kings showcase universal links for: Twitter, Facebook, and Instagram.
  • Internally include a Facebook feed on random secondary pages.
  • Include “SOCIAL” as a main section with sub-links for: Toyota Social Hub and Social Home
  • Kings showcase universal links for: Twitter, Facebook, and Instagram
  • Social Home is their directory page with graphical links to: Facebook, Twitter, Instagram, and YouTube.

The Toyota Social Hub includes the following:

  • Viewer Module with 5 rotations: Hashtag Battle (has the Blackhawks logo for the Rangers); a scrum image with no call-to-action, when you click it goes to a Fan Appreciation Night Giveaway (ie outdated); Call to tag your Instagram & Twitter photos to be featured below;  Promo video with Dustin Brown for Toyota; Hashtag Poll –which Kings player would you like to have dinner with.

image

  • Social Ranking bar: assuming Kings are 10th in NHL – and links for Twitter, Facebook, and Instagram.
  • Puzzle format feed from Postano for Twitter and Instagram posts tagged with #LAKings. They include 11 categories – Media hasn’t been updated since March 27th. Kings category also includes Facebook.
  • Credit to the Kings for integrating a sponsor and attempting to create a social hub, but the concept could be implemented a lot better.

-

Twitter - Kings

image

  • Both teams are using the NHL Stanley Cup Final avatars, and neither includes a hashtag in their description. Interesting to note the Rangers link to their Fan Site – blueshirtsunited.com, and not their team website.
  • The Kings seemed to have missed the mark in taking advantage of their header photo image – they use a cutoff black and white celebration shot showing only one player and no text. The Rangers use a properly sized photo showcasing players celebrating, MSG, and the Final logo.
  • Neither team utilized the Pinned Tweet option from Twitter. The Rangers do a much better job of integrating hashtags in their Tweets.
  • Both integrated promotion of Instagram in their Tweets, while the Kings appear to feature more Vine videos.
  •  Neither team appears to do much fan interaction via @ Replies, but the Kings do utilize the Favorite feature to reward fans (over 6,000). The Rangers have not favorited any tweets, and when it comes to RT’s they appear to like to stick to celebrities.
  • The Rangers have close to 600 more tweets with Photos/Videos.

-

Facebook - Rangers

image

  • Both teams utilize the same avatar and cover images as their Twitter accounts. Here we can actually see the full image from the Kings.
  • Interesting to note the Kings have switched over to the new Facebook layout, while the Rangers are on the old two column feed.
  • The Kings include ‘More’ links for Instagram, Pinterest, and YouTube; while the Rangers include a tab for Instagram. The Kings Pinterest account is inactive so not a wise choice at all.
  • The Rangers do a much better job of integrating hashtags in their posts.
  • Viewing the timelines side-by-side it’s clear that the old format with two columns of content at once provides a much better experience – especially with the ability to highlight posts.

image

-

Instagram - Even

image

  • A great way to keep your account fresh and interesting is to create custom images, and video. Since the start of the playoffs on April 16th, the Kings have posted 200 times with 35 custom images and 53 videos; while the Rangers have posted 241 times with 33 custom images and 28 videos.

-

YouTube - Even

image

  • The Kings have creatively branded their channel “KingsVision”. It’s been two years, but their header still promotes the 2012 Stanley Cup Moments DVD. The header also includes links to Google+, Facebook, Twitter, and Instagram. The Rangers include a MSG image in their header, and only link to Google+.
  • Neither team makes good use of the featured video – Rangers have a 5 month old video, while the Kings have one a year old. Would be a great time to feature a clip from the playoffs and Stanley Cup final run.
  • Playlists offer a great way to categorize your videos for fans. The Kings include 13, but none have been updated in a year. The Rangers only have one, with the last update coming four months ago.
  • The Rangers have a much higher update frequency (30 in the last week, while the Kings have 30 in the last 3 months). Despite the higher frequency, the Kings absolutely kill the Rangers on views: -  5,588,605 to 692,614 (would assume this could be explained by Kings recent playoff success over last three years).

-

Vine – Rangers

image

  • The Kings have close to 10x as many posts, but the Rangers have 1,400 more followers. Sometimes its quality over quantity - and the Rangers last Vine just killed it with a celebration video right after the final horn sounded sending them to the Final: 1,101 Likes; 1,154 Revines; 4,823 Twitter shares; 466 Facebook shares; and 32 comments.
  • Recommend the Rangers get their vanity username - /NYRangers is available.

-

Google Plus - Rangers

  • Rarely in social media do you see a team have a clear platform posting strategy, but the Rangers demonstrate that here by only posting videos. Going back to their first post on January 25th, they have only posted videos. Without further research it’s hard to say this is the best posting strategy for Google Plus, but credit to the Rangers for sticking to a plan.
  • The Kings have abandoned their account, having not posted since March 12, 2013,but it’s interesting to note that they do have more views despite having 200K less followers than the Rangers.

-

Pinterest – Kings

image

  •  Kings are going to get this one on a default because the Rangers account has been setup, but never activated.
  • The Kings haven’t posted a new pin in 7 weeks, and prior to that was 15 weeks, so I would classify their account as inactive. Further evidence from their “Featured Fan of the Week” board the last update was 1 year ago.
  • The Kings have only one retail board, but the last update was 25 weeks ago. They only include one other Board targeting women – “Royal Recipes”. They had been doing a good job integrating social with “Featured Fan of the Week”, “Social Scene”, and “Fan Trend #LAKingsPin” boards, but as mentioned before the channel has all but been abandoned by the team.

-

Notes:

  • Update - could have used more attention to detail on my own part. Initially posted the Kings as the winner, but forgot to include the Google+ review which goes to the Rangers, and the Social Media Cup ends in a 3-3 tie.
  • The Kings get a lot of publicity (rightfully so) for their Twitter voice, but they could use a little more attention to detail on their other channels.
  • While the Kings initially saw value in Pinterest, it’s clear that neither team sees the platform as a priority.
  • Google+ was another channel that appeared low on both teams list. The Rangers did implement a content strategy, but traction doesn’t seem to be there in views by fans. Somewhat surprised neither team tried to take advantage of the Hangout feature. Great opportunity to standout right now with all the attention from the Cup.
  • Kings integrated sponsorship with their Hub (Toyota) and some of their Pinterest pins (McDonald’s), while the Rangers did on Instagram (Party City). The Rangers use was more of an add-on, but the Kings really could be doing a better job for Toyota on the Hub. Better concepting and implementation needs to be seen from teams in order for sponsors to see the value.
  • A good reminder from both teams that quality wins out over quantity.

The PGA Tour returns to Jack’s tournament this week, and somewhat surprisingly The Memorial continues to lead the Tour in event social media onsite activation and website integration.

I don’t say “surprisingly” as a discredit to The Memorial, but instead because none of the other Tour events have stepped up their social game. It’s been a year since The Memorial implemented their website “Social Leaderboard” & related social media strategy (read review here), and this year they really haven’t significantly expanded upon it. Problem is that the other events have continued to do nothing or very little at all to catch up to the standard The Memorial has set.

With that being said, here’s what The Memorial is offering up this year:

Website Social Media Integration:

  • Use of universal header and footer social icon links reinforces the priority on pushing the event’s platforms. The footer also includes a latest tweet feed. (All same as last year).
  • Also consistent with last year they include a home page callout module for the “Social Leaderboard”:

image

  • The Social Leaderboard showcases an updated hashtag #TheMemorial, but the use of Twitter, Facebook, Instagram, and YouTube platform feeds remains the same. One change from last year (at least up until now), they no longer include the Field Twitter & Facebook Directory and the on-site activation overview. (Need to cleanup the YouTube feed links as well)

                image

  • One integration feature that I may have overlooked last year was the inclusion of Twitter and Facebook links in the Player Profiles - a nice detail touch:

image

-

On-site Social Media Activation:

  • The on-site overview is still included on the website just moved to its own page under the “Stay Connected” main navigation tab:

image

  • Comparing the list to last year’s, changes include: Nationwide Social Photo Booth (nice sponsor integration); Nationwide Digital House is now the Nationwide Live Studio; removal of the Social Media Wall; addition of the Nationwide Photo Mosaic.

Presenting Sponsor Social Media Activation:

image

-

Notes:

  • In reviewing each of the event websites for the 2013-14 season, The Memorial once again tops the list so far (full report at end of season). They do a good job, but it’s also a matter of the other events not doing much to push innovation.
  • Reference Article - “7 Questions with the Memorial Tournament’s Executive Director, Dan Sullivan”

Re-launched 3-time IndyCar Champion Scott Dixon’s Official Website last week - www.ScottDixon.com.

This marks the third iteration of the site we’ve done for Scott - always a pleasure to work with a champion in their field, and all-around great guy.

The primary focus on this version was minimizing static content and showcasing social media content integration.

2014:

                            image

-

2009:

image

-

2006:
image