When MARCA decided to raise the stakes and actively participate in social media, the goal was to cultivate the opportunities presented by social networks to increase interaction with readers. Using HootSuite as a vehicle for communication, the ambitious team set out to offer consistent updates of relevant sports information to give MARCA a presence and a voice on the social web.

1. MARCA -
One Child Case Study -
Using Streams and ListsCreate
Using HootSuite To for New User
Case Study
Case Study community building
Experiences
Consistent Contact: @marca is Introduction
characterized by constant interaction
with their community from the MARCA, founded in 1938, is the leading sports media group in Spain. The web
HootSuite dashboard, and they are
version of the newspaper, marca.com, registered nearly 33 million unique views in
now the leader for Spanish sports
January 2011 with 900 million page views.
information on Twitter, with more
than 138,000 followers. When MARCA decided to raise the stakes and actively participate in social media,
the goal was to cultivate the opportunities presented by social networks to increase
interaction with readers. Using HootSuite as a vehicle for communication, the
ambitious team set out to offer consistent updates of relevant sports information to
give MARCA a presence and a voice on the social web.
The Challenge
The team at MARCA was tasked with managing a number of social network profiles
in order to achieve a visible social media presence. Establishing a close relationship
with readers would require intensive searches for relevant content and tweets which
would then need to be quickly transformed into responses. Additionally, the team
needed to broadcast effective messages to readers and followers of MARCA with
“We believe that social media campaigns the goal of increasing reader loyalty.
are something that evolves and changes
continuously. For us, the key is actively Twitter was the social network of choice because of it’s reach, but the team needed
listening to users.” – MARCA
a system that allowed for agile and effective management of multiple profiles.
They sought out a tool that would help them listen actively on Twitter and to
comprehensively monitor and search for messages relating to the brand, the Spanish
audience and international sports community.

2. MARCA -
Using Streams and Lists for
Case Study community building
Lists for Listening: @marca used
The Solution
Twitter Lists within the HootSuite
dashboard to effectively sort through
After testing various tools, the @marca team determined HootSuite was the
the masses of content on the social
best fit for their needs and desired social media outcomes. The social media
web and ensure the most important
messages were not missed. dashboard enabled @marca to create tabs with multiple search streams from
which to monitor any content relevant to their business as well as coordinate
broadcasted messages. The streams MARCA set up followed:
Mentions, different RT options, and Direct Messages received
Searches for terms related to MARCA
Keywords relating to different sports and sports news
#Hashtags on specific sporting events
The MARCA team also made extensive use of Twitter Lists in HootSuite to ensure
they wouldn’t miss relevant sports-related messages from influential profiles. They
also frequently used the assignment functionality to delegate responses, answer
questions, identify relevant users, or as a reminder to team members of pending
messages. These HootSuite tools allowed @marca to participate in the conversation
Talking Back: With HootSuite keyword online without overlooking any important sports news content.
search streams, @marca actively
monitors and participates in online
conversations by identifying mentions,
Results
messages and relevant and interesting
The figures speak for themselves: Today, @marca has more than 138,000 followers
content to respond to or ReTweet.
and they are now the leading entity for Spanish sports news on Twitter. Thanks to the
functionality of HootSuite’s Lists, search streams and team assignment tools,
@marca streamlined and organized the comprehensive management of social profiles,
resulting in personal interaction with followers, rather than one-size-fits-all messaging.
Using HootSuite allowed @marca to answer questions and comments from users,
publish content (owned or external) and enhance their presence online. HootSuite’s
functionality, both as an effective social technology and as a tool available in the
user’s native language (Spanish), allowed @marca to carve out their own niche as a
sports news provider that engages with their audience on a personal level.
MARCA is the most widely read sports MARCA also leads the Spanish sports Follow up:
newspaper in Spain and the leading information market, publishing with twitter.com/hootsuite
sports media outlet in that country, with multiple profiles, including the @marca blog.hootsuite.com/media
presence in radio and television. In recent profile which is followed by over 138,000 Visit hootsuite.com/plans for Basic, Pro
years @marca’s influence has extended users (March 2011) . and Enterprise packages
to the Internet and social networks, where