NASA Space Apps Challenge
client
NASA
Outcome
Reach to over 55 million users, drew over 65k unique visitors to the website
services
Social Media Management, Amplification Strategy
date
Fall 2019
NASA Space Apps Challenge is a NASA-led incubator project created in collaboration with SecondMuse, Booz Allen Hamilton and Mindgrub. Space Apps is an international hackathon for coders, scientists, designers, storytellers, makers, builders, technologists, and others in cities around the world, where teams engage with NASA’s free and open data to address real-world problems on Earth and in space.
The Problem
- The SecondMuse team was overburdened by too many tasks and could not focus on social media or community management.
- In 2017, they saw 25,000 participants; however, in 2018, they saw less than 18,500. With hundreds of teams to manage around the world, they did not have enough time, or the right strategy to leverage and grow their robust social media presence - and their registrant numbers and analytics reflected this.
- They wanted to lift up and amplify diverse voices, including communities of color, women in STEM, and young coders, but needed a way to do so organically and effectively.
- They did not feel comfortable utilizing Facebook’s advertisements, so we needed to move forward using engaging, organic content.
- They were unable to get a Global Live Stream off the ground, with too much coordination and not enough people-power to make it happen.
The Solution
I developed Global Communications, Local Lead, and Amplification Collaborator strategy, providing documentation and training to various stakeholders in these arenas. I conducted an analysis of our current audience, and studied heat-maps of industries participants most engaged with. I onboarding Amplification Collaborators that shared in the NASA Space Apps mission for diversity and inclusion, and providing them with copy, graphics, and support.
I training Local Leads on social media marketing for local events, and interacting with sponsors, collaborators and more. I increased our reach by leveraging amplification collaborators, and high engagement leading up to the hackathon. I also supplying NASA official accounts with original, organic copy. I also coordinated a Global Live Stream that spanned across 15 countries to increase engagement on our website, and Facebook.
The Outcome
Space Apps smashed records by drawing in over 29,000 participants at more than 230 local in-person events in 80 countries, with over 2,500 participants joining the Virtual Hackathon. Social media tactics saw a reach to over 55 million users, drew over 65k unique visitors to the website, and was the top 3 drivers of signups. Over 15 countries participated in the Global Livestream event, pushing over 60k unique visitors to the website.
