Social Media Report

The following is a report of the social media activities (via Facebook and Twitter) for the SAG Foundation 2nd Annual Golf Classic that took place June 13, 2011. The information contained in the report includes: Facebook New Likes, Weekly Active Users, Lifetime Likes, Active Users, and Interactions. Data was pulled by viewing the SAG Foundation Facebook Page Insights feature. Twitter statistics were used by viewing the @SAGFoundation twitter feed and data pulled from TwitterCounter.com.

FACEBOOK
Facebook SAG Foundation Page Data Insights from June 9 to June 15 USERS
Active Users
New Likes
The number of new people who have liked your Page.

Number

Change
Up 38% compared to 6/2/11-6/8/11 Up 51% compared to 6/2/11-6/8/11

47 2,085 5,891

Weekly Active Users

The number of people who have interacted with or viewed your Page or its posts.

Lifetime Likes
The total number of people who have liked your Page. This data corresponds to 6/9/11 6/15/11.

GRAPH REPRESENTATION

Active Users:
1-day, 7-day and 30-day counts of people who have interacted with or viewed your page or its posts.

ACTIVE USERS
Date June 09 June 10 June 11 June 12 June 13 June 14 June 15 Monthly Active Users 2,093 2,094 2,176 2,205 2,488 2,526 2,548 Weekly Active Users 1,482 1,475 1,622 1,667 2,049 2,122 2,085 Daily Active Users 861 117 664 301 1,595 709 621

I NTERACTIONS
Active Interactions Post Views
The number of times people (Fans and non-Fans) have viewed a News Feed story posted by your page.

Number

35,643 72

Change Up 237% compared to 6/2/11-6/8/11

Post Feedback
The number of likes and comments made on News Feed stories posted by you Page. This data corresponds to 6/9/11 6/15/11.

Up 300% compared to 6/2/11-6/8/11

Likes and Comments

GRAPH REPRESENTATION

Day
June 09 June 10 June 11 June 12 June 13 June 14 June 15

Likes
7 2 5 1 31 12 3

Comments
1 0 1 1 8 0 0

Value of Facebook Fan

A study by social media firm VIRTUE determined in April 2010, that the value of a Facebook fan is about $3.60. The actual value varies from organization to organization but the average is $3.60.
http://www.adweek.com/news/technology/value-fan-social-media-360-102063

Converting that number to ad dollars. The SAG Foundation would have had to purchase ad space or air time equal to $21,207.60 to reach the same audience.

Twitter
Statistics from @sagfoundation Twitter feed Followers Number of Followers by date

Follower changes for June 8 June 15 Day

June 8 June 9 June 10 June 11 June 12 June 13 June 14 June 15

Followers
2,186 2,193 2,200 2,207 2,214 2,221 2,228 2,235

Outputs
64 total Tweets from June 8 June 15 26 @replies 11 tweets contained photos or videos

Reach
Approximate Views: 142,144 (Avg 2,221 followers x 64) Prominent Posts from Celebrities (including reach)

Celebrity / Player
Peter Gallagher Adam Baldwin Dave Annable Jason Olazabal Total

Reach (# of Followers)

11,248 57,854 3,291 3,136

(tweeted twice, 1,568 followers)

75,529
(views of SAGF content)

Recommendations
My recommendations for improving the impact of social media during the events are: 1. Install tech tools. Google Analytics, social plugins and other web master tools designed to track and measure the footprints and mileage messages generate will make it much easier to view success. Google recently announced improved measurement tracking for Twitter, Facebook and Google+. If these tools arent already installed on the SAG Foundation web site and Facebook pages, they should be soon. They make measuring and analyzing all traffic to and from the online sites much easier. For the golf tournament, I essentially measured the impact by hand. Without these tools were only able to track what we can find. 2. Capture and distribute more content. It will take some education and teamwork but content is king and as long as its distributed in a timely manner, it can keep current visitors informed and generate new ones. I would have liked to have better balanced entertaining messages with educational and informational messages about the Foundation that tie in with the event and the players. This would require probably about a month of communication with the players managers, publicists etc. I would have liked to have posted more updates that encouraged fan interaction. Its the one area among the Facebook statistics that seemed lower than I imagined it would be. Thats something that couldve been rectified with some better advanced preparation and planning. 3. Use more volunteers to either roam the course or accompany teams throughout the day to take photos, videos and get quotes from players would have been helpful. Obviously there are challenges with a golf tournament because the players move around and a golf course is a lot of ground to cover, however many SAG members are Social Media savvy and would appreciate the opportunity to network and interact with the players. It can be done strategically and creatively even if the content isnt released until the following days.

Overall Impressions
As discussed in the debrief meeting, the social media efforts employed during the SAG Foundation 2nd Annual Golf Classic yielded some positive results and did help create awareness about the Foundation and the event. I think we were able to make a positive impression with SAG members and fans despite the short preparation period. The Facebook page in particular captured a significant amount of eyeballs and was a decent awareness generator for the existing Facebook fans. The photos and videos were highly viewed and it is a good indication that if the Foundation continues to generate and distribute content, it will be viewed.