#KC  Social  Media  Command  Center  

The Nexus

The Partnership

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

The Workforce

The Challenge

Monitoring & Response: How it Worked

Listening  by  Keyword  Groups  

Direct  Men<ons   KC  +  Tourism   KC  +  ASG  Command  Center  

Manager   Manager  Curator  

•  Social  Hub  •  @visitkc  

Agents  

The Dazzle: Displaying the Story •  Spiral  16  •  Visible  Tweets  •  VisitKC  Social  Hub  •  TrendsMap  •  Custom  uMapper  

•  Radian6  Engagement  Stats  •  SocialBro  Reach  Analysis  •  Google  Traffic  •  Baseball  

The Dazzle

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    

Coverage

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

The VisitKC Effect

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

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