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lori r taylor, revmediamarketing, social media, social media marketing, branding, product branding, networking, oneclicksociety, socialcaffeine

Social Media Command Center Justifies Its Own Existence

When Indianapolis was chosen to host Super Bowl XLVI, many dismayed gasps were heard as people complained the city was “too small”; too bereft of anything to do for and too ill-equipped to handle the throngs of football fans expected to attend the event.

To both prove it could host the Super Bowl as well as anyone else, and to exceed the expectations of everyone involved, Indianapolis established the first Super Bowl Social Media Command Center to integrate social media into event festivities and meet the needs of everyone who had anything to say about Super Bowl XLVI. They set up a 2,800 square foot office space, hired social media analysts Raidious, and recruited a team of volunteer social media monitors to keep tabs on the social web and help people who were lost, confused or just needed a decent place to park.

How did all these efforts pay off? Handsomely.

Indianapolis is being lauded as the most hospitable of all Super Bowl host cities. Their reputation for being fan and visitor friendly is spreading far and wide. Their social media efforts also made social media the most oft-used tool for information about the Super Bowl, outside of a general search. They delivered almost 2 million social media impressions before and during the event; responding to questions, assisting people and doing just about anything it is possible to do with social media.

Going forward it seems likely that every Super Bowl will be equipped with a social media command center of some sort. Starting off with a bang! Indianapolis has set the bar pretty high. It has shown the effectiveness of social media and what can be done when it is treated as powerful tool, not just a toy. It also seems likely other cities will adopt a similar approach when it comes to how the host big ticket events. At least, they will if they know what’s good for them and their visitors.

With some 150,000 people expected to flood downtown Indianapolis for Super Bowl festivities, the command center functioned as an innovative way to keep football fans informed and under control.

Jackson says it had a direct reach of about 49,000 people in the Indianapolis area over Facebook, Twitter, Foursquare and YouTube. Overall, the command center delivered some 1.8 million online impressions each day for the Indianapolis host committee.

Brad Carlson, the host committee’s vice president of marketing, told Mashable that he is “sure this trend will continue” as social media becomes increasingly widespread. The committee tapped Jackson’s digital marketing agency Raidious to run the operation, which Carlson said became a hot spot for tours by other event and civic organizations.

Click here to read more of this story on Mashable.

lori r taylor, revmediamarketing, social media, social media marketing, branding, product branding, networking, oneclicksociety, socialcaffeine

Social Media Makes Everything Better

Want to know how to make the biggest sports game of the year even bigger and better? Add social media to the mix.

Indianapolis is the home of Super Bowl XLVI and the city intends to make the most of all the media attention. To this end they have enlisted the help of local interactive marketing and communications company, Raidious, who has in turn brought on board dozens of volunteers, established a social media command center in downtown and spread the message across the entire social web. So far, their efforts have been paying big dividends. The NFL reports the pre-game events are attracting more visitors than ever before and Fans are boasting about the fantastic experience they are having in the city.

It hasn’t hurt that the weather has been decidedly spring-like, meaning the “warming zones” the city set up around their Super Bowl event complex have not been needed as much as expected.

All of this is great news for Indianapolis, and even better news for social media marketers because it has brought attention to the impact possible when social media is used effectively. Fans visiting Indianapolis not only have all the NFL information they could ever need at their fingertips but they also have everything they need to know about the city they are visiting. Where to park, what to eat, where to grab a beer; what hotels still have rooms available and where they can get all their favorite NFL related gear. There is a veritable army of social media volunteers monitoring the networks to handle any problems a visitor to Indianapolis might encounter, so nobody has a bad time. (At least that’s the idea.)

Until the Super Bowl is finished and the dust settles it will be hard to know exactly what the full impact of all the social media attention has been, but in the days leading up to the big event, so far, the fan reaction has been everything organizers had hoped for, plus a whole lot more.

“We saw a way Indianapolis could take things to next level in terms of how we use social media to deliver a great visitor experience,” said Taulbee Jackson, president of Raidious, the digital media company overseeing social media strategy for the Super Bowl Host Committee. “If they’re online talking about anything about this [Super Bowl experience], we’re able to determine that and respond to them.”

The social media command center is staffed by 16 full-time employees and 30 volunteers who manage the @superbowl2012 Twitter handle and related Facebook, Flickr, YouTube and Foursquare accounts. They also will run a blog.

Click here to read more about the social media efforts surrounding Super Bowl XLVI.