How do you make location-based services (LBS) real for the average sports fan? Free stuff helps. And I’m not talking about any stinkin’ badges either.
What I am talking about is how teams can reward fan attendance, loyalty and engagement via LBS with actual rewards. More in a minute.
First, some background on why check-in services like Foursquare mean more to sports fans than the average person. According to recent research from Tariq Ahmad, checking in at your favorite sports venue is a status symbol fans find valuable, fun and engaging. In the deepest dive of this topic to date, he surveyed 245 active sports fans who use LBS. Ahmad found sports venues and stadiums are the No. 2 most checked-in places on services like Foursquare and Facebook Places (trailing only airports).
“You are at Madison Square Garden to watch the Knicks host Kobe Bryant and the Los Angeles Lakers, and you want everyone to know,” Ahmad wrote in his white paper, Sports and Location-Based Services: How Sports Fans Use LBS to Connect. “So you check-in and post to various social media sites to let your friends know you are at the game (and they are not).”
Admittedly, it’s cooler to check in at your favorite team’s stadium, because, well, it just is. I look forward to sharing my visits to Kinnick Stadium this fall with anyone who will listen. Besides the bragging factor of being at the big game, Ahmad says fans are somewhat constrained – unable to leave – another reason for higher rates of game-day check-ins. (What else you gonna do while you wait for the game to start?)
But let’s be real. Today, most Foursquare check-ins yield little. Some businesses offer specials, such as discounts or perks for being the “mayor”. And within Foursquare, you can earn daily points to see where you stack up with friends. For many, Foursquare is just a competition among friends to see who has the most interesting life. It’s become another social game, like Mafia Wars or Farmville; a time suck that’s watering down our collective social media experience.
However, that’s not always the case for sports fans. Ahmad’s research paints a different picture, which creates an opportunity for teams to reach new fans in this social space. Why would teams do this? A tough economy and dwindling ticket sales are the two easiest answers. Ask the Florida Marlins how ticket sales are going these days? Perhaps a Foursquare strategy is worth a look.
And any successful LBS strategy begins and ends with offering fans tangible, valuable rewards. Ahmad’s findings reinforce this notion. In fact, he found 74 percent “would be more likely to check-in if they receive a tangible reward.”
As a social media marketer, I’d focus an LBS rewards strategy on a select group of super-fans first, perhaps through a Klout perk or some other special offer. Engaged fans are more likely to post updates about the team’s reward program, spreading the word to other fans through social media. Subsequent programs would reach a wider audience, because this should not be a one-time deal. It must have staying power, or it will not reach the more casual fans.
We saw one of the first examples this summer outside the MLB Fan Cave in New York. As part of campaign to promote “The Franchise” on Showtime, fans could check into the show via Foursquare, activating a storefront vending machine which released an official MLB baseball. Not a bad incentive: Gain foot traffic to the MLB fan cave and spread the word about a new show many sports fans would be interested to see anyway.
It’s a start. Fans are craving this kind of social media engagement with their favorite teams. It also makes marketing sense for non-sports brands (like Showtime) to partner with franchises, leagues and stadiums to reach new fans through LBS like Foursquare. It also makes sense for Foursquare to mainstream its service even more.
What’s your favorite team doing to engage you in this new digital space? What should they be doing differently? Leave your ideas in the comment section below.
Thanks for being a fan.
Editor’s note: Like what you saw in Tariq Ahmad’s ground-breaking research on location-based services in sports? Vote for his SXSW panel on this subject here: Sports and LBS: Gotta check-in.