UCI Track Cycling World Cup Manchester 2014

Social Media

Live reporting

We treated social channels as an additional live route to the audience

A track centre team reported live through Twitter, Facebook and a Live Blog

The track was prominently branded with the Twitter name and hashtag

We had a dedicated video editor

• Short videos of the action were uploaded to YouTube and then shared across the social channels throughout the weekend

Over 80 separate videos were uploaded within minutes of the action

Weekend results

There were over 100,000 views on the UCI YouTube Channel

Just under 1 million watched the BBC coverage on Sunday

Extensive national media coverage with over 400 articles appearing, including front page of The Guardian

There were 19,500 twitter posts containing either #twc, @trackworldcup or ‘track world cup’

The combined social media reach for these three terms was 147 million

An engaged and interactive social media audience contributing to content and conversation

Hourly social media reach

Hourly reach for both the hashtag #twc and the phrase ‘Track World Cup’ peaked at nearly 7 million

Cumulative social media reach

Cumulative reach for the hashtag #twc, the phrase ‘Track World Cup’ and @trackworldcup reached over 147 million.

Key learnings

Traditional PR• Athlete availability is key to pre-event coverage and press event

attendance• Competitions worked well to secure space in key titles. An

optimised competition budget would allow for greater guaranteed reach

Social media• Live-blogging stats will help determine which platforms and content

drive greatest click-throughs to site• Unique behind-the-scenes content performs best• Quick turnaround of live-action footage worked well with crash

footage proving the most widely shared