eyof_final_report

3. Social Media
10. HOST BROADCASTING
FACTS AND FIGURES
Facebook - aim: 15,000 EYOF likes
• 20,867 unique users who said something about us
(a like, comment on a post, tagged, shared)
• Total of 15,177 likes on 24 September 2013.
(During EYOF Utrecht 2013, 6,542 new likes)
1,225,192 people reached
• Sentiment very positive
Twitter – aim: 1,500 followers and positive sentiment
• Total 3,264 followers (during EYOF Utrecht 2013, 1,226
new followers)
1,531 tweets were posted
retweeted 2,138 times
@Utrecht_2013 was mentioned 199 times
12,674,838 potential impressions
a tweet was favourited 646 times
• Trending topic - during the Opening Ceremony with
#EYOF2013 (second place in NL) and #EYOF (12th place
in NL). Spread over 7 days with #EYOF2103 24th place in NL
Instagram:
1,054 photos were uploaded with #EYOF2013
• 2,196 photos were uploaded with #EYOF
Website utrecht2013.com:
533,582 people visited utrecht2013.com
253,066 unique visitors
2,274,080 page views
43.53% new visitors
Total number of requests to the server: approx. 19,000,000
• Total bandwidth used: approx. 380 GB
The estimated Media Value of EYOF Utrecht 2013 is
approximately 2,5 million euros.
OBJECTIVE
Initially the aim was to produce daily summaries for Eurosport
of at least 30 minutes each on account of an EOC contractual
obligation. This obligation ceased to apply in May 2013 because
Eurosport decided not to enter into an agreement with EOC.
Objectives changed at that point and it was decided to opt for
an online objective.
The most important objectives were:
• maximum video coverage of all events to provide those
with a direct interest, such as stakeholders, relatives, and
fellow-athletes across the globe with full information;
• generate maximum general interest with the aid of social
media;
• in addition to just sport also draw attention to the backgrounds
to the event;
• provide optimum assistance to guest media through host
broadcast production partner;
acquiring images that other media can use free of charge;
• regional media pressure to draw attention to the event and
stimulate ticket sales;
• achieve the most interactive EYOF to date.
THE PRODUCTION
In order to achieve these objectives it was explicitly decided
to opt for a specific production approach. The most important
choices were:
• opening Ceremony multi-camera and live registration to
be broadcast live on RTV Utrecht and to offer to other media;
• during the event: use of lots of solo camera teams to be mobile
and to be able to cover many different elements per team;
• daily livestream (2 cameras) of most important competition(s)
of that day with a different sport each day to increase traffic
to the website and to have ‘live’ content available;
• at least 40 videos online per day (total 220 videos), to be put
online as quickly as possible, to increase reach and coverage;
• production of a half hour summary per day, online from
midnight in 2 languages;
daily live morning talkshow on RTV Utrecht
• fully operational collaboration with RTV Utrecht with respect
to production and exchange of images.
Live talk show from the EYOF Achmea House
PUBLICATION
Video on demand
YouTube was selected as the platform. The reason behind
this choice being its popularity, link with Google and social
integration. All videos were embedded into EYOF’s own website.
Traffic was always directed to this and not directly to the
YouTube channel.
The EOC guidelines obliged the OC to use the EOC YouTube
channel.
To draw more attention to the videos, frequent reference was
made to them on Twitter and Facebook. Facebook in particular
appeared to be an essential part of the coverage objective.
Livestream
Livestream.com was used for the livestreams. There are many
advantages to using this platform. It is HD, has one-off costs
(€ 300 all in), unlimited number of livestreams, worldwide and
unlimited coverage, social integration and its own social
function.
Posts
During the event a special team produced and distributed
the following:
Daily previews, including facts & figures
• Daily recaps, including:
o Results of the competition
o Notes by athletes
o Highlights
o Special news
o News and ‘in the spotlight’
The article “Event Review – Russia continues EYOF domination”
of Friday 19 July was the last of a total number of 435 articles to
be posted on the website during the EYOF Utrecht 2013
Video on Demand
• 1 live opening show, broadcast live by RTV-Utrecht and
livestream and fragments broadcast in all important
Dutch media.
• 5 live talk shows on RTV-Utrecht from EYOF Achmea House
at Neude
5 summaries of 30 min+ each in English and Dutch
1 event summary of 50 min in English and Dutch
• 6 livestreams
295 YouTube VOD videos
The videos on YouTube have been viewed a total of 237,365
(September 2013) times by the general public. That represents a
total of 344,068 minutes of viewing time. It is expected that these
figures will rise in the coming months. The highlight shows have
the most views.
The majority of viewers came from the Netherlands.
The coverage was worldwide, but most of the people who
viewed the videos were from European countries. The number
of views by people from outside Europe is fairly remarkable.
The most important reason for this is that a number of videos
were placed on large foreign sports blogs.
56.5% of those who viewed the videos were male and 43.5%
female. What is striking is that in the Netherlands, Italy, France,
Germany, Hungary, England, Spain and Ireland, the majority of
people who viewed the videos were aged between 45 and 54.
Playback: close to 37% of all videos were viewed in an embedded
player on other websites, in particular, utrecht2013.com
and Facebook.
Live streams
Opening Ceremony: 17,007
Day 1 Handball boys: 22,175
Day 2 Basketball girls: 17,844
Day 3 Judo: 6,733
Day 3 Handball: 6,626
Day 4 Gymnastics WAG Allround: 18,104
Day 5 Swimming (Semi) Finals Boys & Girls: 8,667
The reach of the livestreams was considerable higher than
initially anticipated. That is partly because the livestreams could
also be seen on the home page of utrecht2013.com. As a result
every visitor was included as a viewer.
Posts
a total of 435 articles were published;
• the majority of posts consisted of flash quotes. In total, 372
flash quote messages were posted. In addition, a large
number of news articles, previews and reviews, press
conference highlights and opening Ceremony highlights
were posted;
• Friday - lots of finals - day with the highest number
of posts: 109.
Official EYOF2013 website: www.utrecht2013.com
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