A common theme from Day 1 of the Q1 Digital Sports Fan Engagement Conference was loud and clear: Sports fans drive the conversation — and the content — in social media.
The conference’s first panel featured big-name sports brands like the Oregon Ducks, San Diego Padres and Milwaukee Bucks and focused on digital and social media platform selection and strategy. But the overwhelming message of this — and most of the #DSFE14 discussion — centered on the sports fan.
Rightfully so. Fans are the bread and butter for teams, leagues and athletes. And, connecting with them in meaningful ways breeds success — not only social media scores, but bottom-line wins.
Sports fosters an unbelievable amount of user-generated content in social media, and time and again, today’s sports and social media leaders reflected on the importance of harnessing that valuable content. Not only does it provide teams, leagues and athletes with a rich funnel of engaging and authentic posts, it creates opportunities to reward fans by providing them things they seek out in social media — exclusive content, access and the occasional virtual badge of honor.
“Fans are narcissistic,” Chris Yandle, assistant athletic director/communications for the University of Miami Hurricanes says. Yandle — and others in similar roles — reiterated how fans absolutely love getting their social media posts amplified or acknowledged by their favorite teams or athletes. It’s something they can brag about to friends and is an easy way to recognize influencers — and generate additional engagement in social media — by sharing their posts, or even just liking/favoriting and responding.
The Seattle Seahawks take this approach to amazing levels, after developing an intricate social media response strategy. “We want to give fans their rock-star moment,” says Kenton Olson, director of digital for the Seahawks and Sounders. “A reply from a brand on Twitter is better than getting an autograph,” he says, noting the Seahawks empowered others in their organization to assist in the massive undertaking of replying to fans in social media.
Keep in mind, the Seahawks saw 400,000 Twitter mentions during its Sept. 15, 2013, game vs. the San Francisco 49ers. To manage that on an ongoing basis, Olson built a three-tier system to filter fan responses — all based on key business goals (including influence and previous interactions), then activated his team.
The Seahawks deserve credit for winning NFL social media supremacy — besting its Super Bowl opponent in a similar manner to the actual game. During the lead-up to Super Bowl 48, the Seahawks racked up 3,177 @ replies — sent directly to fans on Twitter — compared to just eight sent by the Broncos. It generated 167,500 engagements and nearly 213 million impressions.
The Padres, under leadership from NFL social media veteran Wayne Partello, also put fans first. Partello created a new mission statement crafted with the fan in mind and addressing the crowded nature of sports news. “We’re now in the media business,” Partello says. “We have to tell our story. If you’re not telling your story, others will do it for you.”
Another theme emerged from Day 1 of #DSFE14: Data is king, and it revolves around the fan. Turner Sports looks at social media from a data perspective. And, thanks to technology, Turner can learn a lot about its fans — including what content they want to see in social media.
Turner Sports even created a social media command center to analyze data and use it in real-time decisions related to social media content and fan interactions. It activated a mobile version of this command center during NBA All-Star Game weekend, generating more than 245,000 fan engagements, and uncovering an interesting problem.
“We could not give them enough content,” says Jeff Mirman, vice president of marketing for Turner Sports. “They wanted more. They more they got, the more they engaged.”
Athletes should take a similar approach to teams and leagues — put fans first and use social media as an engagement tool (not a megaphone or sponsor mouthpiece). Case in point: Jimmie Johnson Racing, which finds extreme value in fan engagement in social media through some innovative and fan-friendly content campaigns.
Johnson strives to provide fan value through his various social media platforms. It can be anything from turning a negative hashtag conversation into a brilliantly funny content opportunity (check out #blamejj, which generated 70 percent engagement on Instagram), to weekly giveaways that build fan momentum over time (see #jjswag on Twitter).
Johnson understands fans should be first in social media, according to Lauren Murray, who manages his social and digital strategies. He wants them to be the first to know news about him — and he uses social media as a tool to deliver that news in authentic ways.
#DSFE14 featured some incredible talents in the sports and social media world, and this is just a sampling of the conference’s first day. Continue to monitor the Twitter conversation and connect with these leaders as they implement what they’ve learned here. (For more about Day 2, see our previous post.)
Thanks for being a fan.