As the Q1 Digital Sports Fan Engagement Conference rolled into its second day, the fan remained at the center of the conversation. But sports teams and leagues must understand fans better, and offer them reasons to connect in social media, online and at sports venues.
It was another amazing day filled with loads of valuable information. Here are some of the highlights.
Enter the Quack Cave
A leader in social media led off Day 2, as Oregon’s Craig Pintens shared the Ducks’ approach to social media. It’s simple. Be a national brand and activate a social media strategy focusing on heavy engagement, fan-centric and unique content (especially around the Duck’s buzz-worthy Nike uniforms), and creating and amplifying brand advocates.
“Influence is more important than growth,” says Pintens, who launched the first-ever social media command center among NCAA brands. The Quack Cave employs a mix of free and paid technology, including Postano’s social curation platform, to connect with fan advocates in social media, generating added interaction in the Duck’s already vibrant communities.
Rather than hire dozens of full-time social media pros to staff 30-40 accounts, Pintens enlists an army of student volunteers, eager to earn valuable experience and evangelize the Ducks’ brand. Quack Cave captures all things Oregon — across sports — and empowers students to join those conversations and share them. The Quack Cave site provides a one-stop shop for fans.
The Quack Cave even joined the #DSFE14 conversation.
“We want to be your second-favorite team,” says Pintens. “The Quack Cave is about finding Oregon in places you wouldn’t expect to see it.” Which is smart, considering 81 percent of Duck merchandise sales come from outside the state of Oregon.
Second-screen best practices
Teams and leagues see opportunity — and challenges — when it comes to the second screen, especially given 88 percent of fans use one when watching sports. From in-stadium connectivity (an issue WWE faces as it travels from arena to arena) to in-game content, each organization faces similar opportunities when trying to reach fans during the action.
But, admitting their events are truly scripted, WWE seeks fan input via social media to give them control of the story line and keep them engaged via a second screen.
The University of Oklahoma seeks an idealized fan experience, bringing emotion and value to the second screen. How? Provide what fans can’t get anywhere else: access, analysis and immediacy. And make sure to provide platform-appropriate content, understanding the differences, for example, between Facebook and Twitter communities.
“We customize the content to our fans,” says Russell Houghtaling, Oklahoma’s director of digital media, noting the team invested in Bluetooth-enabled cameras to capture and share in-the-moment photos. “Emotion is why people love sports. We want to transfer that feeling to people on their couches.”
#ClubOrange rewards fans
Oklahoma sold out 92 straight home football games, so it’s important for the team to connect with fans who may never be able to attend a game at Memorial Stadium. The Phoenix Suns created #ClubOrange to provide fans with things they won’t find inside the arena.
“Money can’t buy experiences,” says Jeramie McPeek, the Suns’ vice president for digital. Club Orange rewards a variety of fan social media activities, including retweets, check-ins and hashtag usage. Fans earn prizes they can’t get anywhere else, including autographed gear, photos, and exclusive experiences — like a pizza party with the Phoenix Suns Gorilla.
The team collects fan data through the program and uses it to stay in touch with current and former season ticket holders via social media. The goal is to retain and even grow season those numbers.
By contrast, 110,000 Green Bay Packers fans are on the team’s waiting list for coveted season tickets to Lambeau Field, and only eight to 10 percent of its fans will ever get to a game. So the team built Packerseverywhere.com to create a “virtual Lambeau Field” filled with photos, tailgating recipes and a where-to-watch guide for more than 1,000 Packer-backer bars.
More than 200,000 fans signed up for the new fan program, and — incredibly — half were not in the team’s existing database. Now the Packers use this portal to bring more fans into their sales funnel while connecting them to other fans through engaging, social media-friendly content.
“Fans become entertainment for other fans,” says Joan Malcheski, Packers media group and brand engagement director. Rightfully so, given Packerseverywhere.com boasts more than 40,000 pieces of fan content from 64 countries. Talk about a global brand!
Sponsors are a crucial part of the fan equation — in digital and social especially. But #DSFE14 panelists urged athletes, teams and leagues to remain diligent in these spaces, keeping content authentic and relevant.
“Find natural fits for your sponsors,” says Jaime Carlin, marketing director for the Texas Motor Speedway. “Weave it into your story. Social media has a tremendous value. We can’t give it away.”
NASCAR uses sponsor-driven campaigns to continue conversations after race-day buzz dies down. But as Tim Clark, NASCAR’s director of optimization and programming, points out, it has to be genuine.
“Fans are smarter than we think,” Clark says. “They’ll see through sponsored content. If you’re creating something for a contrived reason, you’re probably going to fall flat.” Instead, teams and leagues should look for opportunities to partner with big brands to split costs and work together on sponsorships, campaigns and content that’s authentic to both brands.
As a media partner for this event, I’m humbled to have been invited and appreciate meeting and hearing from so many brilliant minds in sports and social media — and the powerful sports brands they represent.
As always, thanks for being a fan.