The Kansas City Convention & Visitors Association (KCCVA) was recently awarded a Bulldog Gold Award and an HSMAI Silver Adrian Award for the MLB All-Star Game Social Media Command Center, a community project produced in cooperation with the office of Mayor Sly James, along with H&R Block, BarkleyREI, Spiral16, and the Social Media Club of Kansas City.
The Gold Award was for Best Use of Digital/Social in a Travel/Hospitality Campaign, and was presented by the industry magazine Bulldog Reporter. The Bulldog Awards recognize outstanding achievement by agencies and individuals in the PR and corporate communications fields. Now in its 56th year, the Adrian Awards are presented by the Hospitality Sales & Marketing Association International (HSMAI) and attract more than 1,000 entries from around the world. It is the largest awards competition for tourism-related marketing.
We’d like to extend a hearty congratulations to our other partners on the Kansas City Social Media Command Center and offer some more information on this award-winning project:
Here’s how the Kansas City Social Media Command Center worked: Managers monitored the keywords people are most likely to use online — everything from “kansas city” and “all-star game” to hashtags like #KC and #ASG. The bulk of engagement was on Twitter, but blogs and other online outlets were monitored as well. Managers commented and responded on the official Facebook page, but will passed on relevant tweets to the Curators.
Curators then determined the sentiment and probable influence of the tweets, tag them by category (food/drink, attractions, facts, parking/transportation, event, emergency, media inquiry, non-emergency, or comment) and pass them along to the Engagents. Armed with a litany of helpful links, Internet know-how, and a general passion for Kansas City, the Engagents responded to tweets using the @VisitKC Twitter account, branded with proper hashtags (#KC, #ASG), and personalized messages with their initials.
The Kansas City Social Media Command Center served as a “virtual help desk” for visitors and locals alike. Spiral16 measured the effectiveness across the Internet of the command center during the MLB All-Star Game by looking specifically at Kansas City-related conversation. Here’s the summary presentation from partners H&R Block, and a link to the Spiral16 Case Study PDF.