COPA AMERICA SOCIAL MEDIA TEAM
This June I had the opportunity to live in Chicago and work for Copa América Centenario, the 100th anniversary of the oldest South American soccer tournament hosted in the United States. As part of a 12-person international social media team, I managed the official English Facebook, Twitter and Instagram accounts by drafting copy for posts, live Tweeting matches, and handling crisis, PR, and sponsorship messaging.
Overall (May 31 – June 29)
- 1.5 million match attendees
- 100,000,000+ viewers
- 1,010,150 mobile app downloads
- 50 million website page views
- 3 million social followers with consistent 5% engagement rate
- Grew 523k to 2.3 million fans
- 13.6 million engaged users
- Average engagement rate: 5.3% (above industry average)
- Total messages sent: 4051
- 4,025,400 frames downloaded
Instagram (English, Spanish/Portuguese)
- Grew 50k to 234k followers
- 3.6 million engaged users
- 2163 posts, 80k comments, 3.5 million likes
Twitter (English, Spanish, Portuguese)
- 324k followers
- 7,156 tweets
- 4.7 billion mention followers
- 6.7 million tweets with our hashtags:#CA2016, #Copa100, #CopaAmerica,#Copa2016
- Potential reach: 121,705,183,892 (that’s billion)
TOOLS FOR WORKFLOW
- Spredfast – The social media managers used it to draft, schedule posts, monitor engagement, and target specific audiences. The lead social media managers used it for analytics reporting and tracking. Posts that had to be done natively: Twitter polls asking fans who will win the match, Facebook branded content from our sponsors, Facebook frames, and everything on Instagram.
- Slack – Used for sending graphics and facts between team members at a rapid pace during the game. We had 4 channels per game totalling over 30 channels! Also used for sharing Messi gifs.
- Snappy TV – Because Twitter limits videos to :30, we used Snappy to share game recaps and goal highlights.
WAR ROOM KEY PLAYERS
- DataFactory – soccer analytics and statistics company based in Buenos Aires, Argentina. Juan and Mathijs, the “fact wizards”, briefed the social team on key player and matchup history stats before each match. During the game, they sent updated facts plus penalties and substitutions offering a wealth of technical soccer information for those who were less familiar with the sport.
- Stone Ward created stunning graphics in Copa branding for player milestones, goals, halftime stats, final stats, next matchups, stadium clear bag policy, FanHQ events, team nicknames, and more all within the established brand guidelines and in three languages. As the tournament intensified, the graphics became slicker.
- Social Pods – English, Spanish and Portuguese pods consisting of three team members. Responsibilities were divided among each pod by:
- Live Tweet the match
- Monitoring VIP and celebrity mentions & post on Facebook
- Manage customer care and post on Instagram
- Lead Social Media Manager Zach Henault – Zach worked with the powers that be from US Soccer, CONCACAF, and the sponsors (Budweiser, MasterCard, Powerade, StateFarm, Head & Shoulders) to decipher and relay information to the social media managers to post.
- Translators – Portuguese and Spanish translators were on staff at every match to translate the graphics and proofread
- Videos were the most successful content on Facebook
- Photos were the most successful content on Twitter
- People love #Messi
- Always gut check a post based on the audience, context, and timing
- Proper spelling, grammar, and tagging are a MUST
- Use analytics to refine copy and timing
- Using emojis to illustrate your point garners higher engagement
- Social Times article on Instagram and Facebook results
- Tournament analytics wrap up by my boss Christianne Harder
- Social Times article on key handles to follow