Technology Association of Georgia

TAG is the state’s leading association dedicated to the advancement of Georgia’s technology industry. TAG and Arketi Group partnered to launch the second Technology Tweet Tournament, a Twitter competition that positioned 16 of Georgia’s leading technology tweeters in a bracket-style competition to crown the state’s top tech tweeter.

Modeled after the NCAA® Men’s Basketball Championship, the Tournament capitalized on Atlanta being the host city for the Final Four that year – and made March Madness a slam dunk for Georgia’s technology community.

To kick off the tournament, Arketi reviewed the results of the prior year's tournament and worked with TAG on setting the specific goals and objectives for the tournament’s second year.

Through the Tournament’s execution, TAG’s goals were to:

  • Increase engagement and awareness of Georgia’s thriving technology community
  • Develop and execute an interactive social media campaign to drive viewership of the annual State of the Industry Report
  • Engage key local and industry leaders in technology to participate in the Tournament
  • Create social media buzz around TAG and Georgia’s technology community

Specific campaign objectives included:

  • Engage 16 of the top Georgia technology tweeters, both individuals and key technology organizations, to participate
  • Drive at least 1,000 unique views of the annual State of the Industry Report during the two-week Tournament
  • Encourage the use of #WhereGALeads by seeking at least 1,000 tweets that used the hashtag
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Challenge

To kick off the tournament, Arketi reviewed the results of the prior year's tournament and worked with TAG on setting the specific goals and objectives for the tournament’s second year.

Through the Tournament’s execution, TAG’s goals were to:

  • Increase engagement and awareness of Georgia’s thriving technology community
  • Develop and execute an interactive social media campaign to drive viewership of the annual State of the Industry Report
  • Engage key local and industry leaders in technology to participate in the Tournament
  • Create social media buzz around TAG and Georgia’s technology community

Specific campaign objectives included:

  • Engage 16 of the top Georgia technology tweeters, both individuals and key technology organizations, to participate
  • Drive at least 1,000 unique views of the annual State of the Industry Report during the two-week Tournament
  • Encourage the use of #WhereGALeads by seeking at least 1,000 tweets that used the hashtag

Solution

With the goals and objectives in place, Arketi and TAG outlined the timeframe for the Tournament and how the game would play out. Arketi then created a list of the top Georgia-based technology tweeters – including individuals, corporations, politicians, organizations, universities and media outlets.

Arketi reached out and secured 16 third-party technology tweeters to participate in the Tournament, and sent each competitor the “rules and regulations” for the game. The Tournament paired two tweeters against one another, each posting a single tweet at a scheduled time. The contestant with the most retweets in the following 24-hour period advanced to the next round until the winner was announced April 4.

Each player’s 140-character tweet had to include the #WhereGALeads hashtag and a trackable bit.ly link to TAG’s annual State of the Industry Report. Other than that, competitors were encouraged to flex their Twitter muscles and rally for retweets in the hopes of being crowned the state’s top tech tweeter.

Concurrent with securing the third-party tweeters, Arketi’s creative team developed the visual identity for the Tournament, designing a campaign logo to be used when merchandizing the Technology Tweet Tournament. Additionally, the creative team designed, coded and launched two websites.

The first was the Technology Tweet Tournament website, from which the tournament could be “held.” Viewers could monitor the interactive bracket to get updates on the scores of each game in near real-time.

The second website was the State of the Industry, which is where the Tournament players’ tweets linked to. This site featured a customizable widget grid, imitating an iPhone or iPad interface, to allow visitors to create their own personalized view of the annual technology report findings.

As a final step before the first game, Arketi identified key publications, both local and vertical, to compile a targeted media list and identify media opportunities. Arketi executed aggressive PR outreach, using formal and grassroots communication tools to promote the Tournament and the State of the Industry website. These PR efforts landed great coverage and heightened the hype around the Tournament!

With the media watching and the players ready, the buzzer rang for the first games on March 20. Arketi monitored the competition from state to finish, ensuring that all competitors stayed “in bounds” by following the official Tournament rules. In the end, it came down to competitors @rickysteele and @MercerYou in an exciting final round match-up with nearly 400 retweets! Underdog @rickysteele came through, and was named Georgia’s top technology tweeter of the year.

Results

The Technology Tweet Tournament exceeded all campaign objectives. Arketi secured 16 of the top Georgia-based technology tweeters, including 11Alive News, GigaOM, Mercer University, Fiserv, First Data, and Georgia’s Lt. Governor, to participate in the Tournament and increase awareness of Georgia’s technology industry.

As a result, the Tournament drove more than 3,000 tweets and retweets, landed more than 2,000 mentions of the hashtag #whereGAleads, and reached 1.48 million users on Twitter. Most notably, the Tournament earned two of the top 20 trending Twitter topics for Atlanta on March 20.

The competition directed more than 2,000 unique visitors to the State of the Industry Report website, resulting in an 85% year-over-year increase in unique site visitors. Additionally, the site saw a 16% year-over-year increase in pageviews, and an impressive 460% year-over-year increase in mobile views.

Public relations efforts secured 15 notable media placements, reaching print, online and broadcast media. Arketi and TAG distributed five releases and secured media placements with WABE 901. FM, 11Alive AtlantaBtoB magazine, Bulldog Reporter, Citybizlist Atlanta, Booth 61 and Muck Rack.

It is safe to say the Technology Tweet Tournament made a slam dunk in Georgia’s technology community!

Kudos

“We were thrilled with the enthusiasm showed in supporting the Tournament and the attention it brought to the State of the Industry Report” said Tino Mantella, president and CEO of TAG. “TAG’s goal is to help Georgia get recognized as one of the top five states for technology by 2015, and we believe that efforts such as this will help turn heads and get people across the globe interested in what is happening here in technology.”

“Through my participation in the Technology Tweet Tournament, I wanted to share all the great things happening in Georgia’s technology community,” said Ricky Steele. “A lot of time, energy, and funding were involved in creating the State of Georgia Technology Report, and it should be read by everyone interested in Georgia’s technology community. I want to thank TAG and my friends at Arketi for including me in the competition as well as those who supported me all the way to the final round."

The Technology Tweet Tournament also won a number of industry awards:

Social Media

Public Relations Society of America Phoenix Award

Website

Public Relations Society of America Phoenix Award

Best Use of Twitter

PR Daily Award

Twitter

BtoB Social Media Marketing Award

Twitter Campaign

PR News Platinum PR Award

Social Media Marketing

SNCR Award of Excellence

Social Media

Public Relations Society of America Certificate of Excellence

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