UCI track cycling world cup social media
description
Transcript of UCI track cycling world cup social media
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UCI Track Cycling World Cup Manchester 2014
Social Media
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Live reporting
We treated social channels as an additional live route to the audience
A track centre team reported live through Twitter, Facebook and a Live Blog
The track was prominently branded with the Twitter name and hashtag
We had a dedicated video editor
• Short videos of the action were uploaded to YouTube and then shared across the social channels throughout the weekend
Over 80 separate videos were uploaded within minutes of the action
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Weekend results
There were over 100,000 views on the UCI YouTube Channel
Just under 1 million watched the BBC coverage on Sunday
Extensive national media coverage with over 400 articles appearing, including front page of The Guardian
There were 19,500 twitter posts containing either #twc, @trackworldcup or ‘track world cup’
The combined social media reach for these three terms was 147 million
An engaged and interactive social media audience contributing to content and conversation
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Hourly social media reach
Hourly reach for both the hashtag #twc and the phrase ‘Track World Cup’ peaked at nearly 7 million
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Cumulative social media reach
Cumulative reach for the hashtag #twc, the phrase ‘Track World Cup’ and @trackworldcup reached over 147 million.
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Key learnings
Traditional PR• Athlete availability is key to pre-event coverage and press event
attendance• Competitions worked well to secure space in key titles. An
optimised competition budget would allow for greater guaranteed reach
Social media• Live-blogging stats will help determine which platforms and content
drive greatest click-throughs to site• Unique behind-the-scenes content performs best• Quick turnaround of live-action footage worked well with crash
footage proving the most widely shared