Andrew Patterson, Anthony Rodriguez, Daniel Jeydel, David Anderson, and Sam Farber Discuss the Use of Social Data to Run Their Operations
For sports teams, agencies, brands, and players alike, social data plays a huge part in how content is being delivered to fans. Being able to activate fans in unique ways has become a growing challenge especially with the rise of new platforms and cost in securing the valuable data. However, thanks to sites like Foursquare, Twitter and many others, major brands are now able to predict which are of their fans are most engaged at a particular sporting event or during the sports season and tailor their messaging to them.
Creating Memorable Experiences For Fans
For the NBA and MLB, having a good pulse of how their customers are engaging with their content is a big concern. For example, by being able to predict who is actually attending a live game, MLB can create customized offers, rewards and incentives in order to activate fans and “product ambassadors with reach” for further promotion and engagement.
Being able to then take the conversations happening real time during a live game and turning them into actionable insights creates lasting memories in the minds of sports fans and encourages them to continue interacting with players and sports teams. For example, during the World Series, MLB was able to analyze over 9,000 terms, nicknames and player names of athletes and map the data to create customized rewards and offers that would most appeal to these audiences. Agencies on the other hand take this data a step further. By clearly understanding and creating a brand for each player, they’re able to create customized content that would most appeal to fans of a specific player driving engagement to websites, discussions on Twitter, and more.
And for the NBA, being able to find out what content resonates the most with eager fans is critical. For example, even during the NBA finals, they’re able to make real time changes to how the game content is structured based on the number of conversations and Tweets taking place. These insights have also helped agencies like Ogilvy make media buying decisions in order to get a better ROI off social media in the eyes of CMO’s.
The Art & Science of Content Creation
Being able to craft authentic stories on behalf of the players or brands is what really helps to get fans coming back for more. And by having the right messaging and context around larger discussions with fans helps brands and players activate more fans for future promotion, rewards, content and more. The key is not letting the data mislead you but rather provide the insights to help you make better content and better decisions.
— Melanie Taylor (@melaniegt) June 16, 2015