The Wonders of Data and Measuring for Social Media Success in Sport
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Transcript of The Wonders of Data and Measuring for Social Media Success in Sport
Luca Massaro Founder of We Play
The Wonders of Data and Measuring for Social Media Success in Sport
Matthew Falla Partner at Signal Noise
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Sales and Marketing Analysis
Fan Segmentation
Social Media Strategy
Product Manager
Lets go back in time…
TargetMCG Media and Communica-ons Group
Partners:
We Know Sports Fans
Fan Segmentation
Trends Analysis Territories Analysis
1 2 3
Influencer and Advocacy Mapping
Competitor Benchmarking
Strategic Recommendations
When Social meets Real World
Predicting the Next President Using Twitter
• Analysed Tweets in the ‘swing States’ • Used Sentiment analysis to see positive vs negative Tweets to create a Positivity Score • Attributed the Positivity Score to the Swing States and number of votes available
Our Predictions
Modest prediction: Barack Obama to win
Bold Prediction:
Obama will win with over 300 electoral votes but no higher than 310
Exact Prediction:
Obama to win with 304 electoral votes
Electoral Vote: Obama 332 (303 Before Florida)
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Signal Noise is an information design agency combining the disciplines of information and UX design to create content, tools and installations.
Data Insight Content Product
LISTENING & ENGAGING STIMULATING SOCIAL ENGAGEMENT
Leaderboards Real time monitoring and fan engagement
Empower any community with a real time engagement and monitoring dashboard
Leaderboards
Tweet to Win an iPad Fans Tweeting
Trigger Action Reward
Data Brand awareness
Happy fans
How do our leaderboards work?
Leaderboards How do our leaderboards work?
Fans and Followers
Connect to Social Network Track Followers and retain data
Publish League Table
Supercharge your target audience, get them to compete against each other to retain customer data
Monitor Performance
Twitter Betting League
Leaderboards Leaderboard examples
Leaderboards Profiling the Betting Community
700k Followers
The Betting Community
We can profile fans and give you the insight needed… to turn them into Customers
Run Scripts
Accounts following
Usage
Keywords
Territories
Segmented and Profiled potential customer
But how can this process be attributed to sports… and specifically; to players?
We believe this data is really valuable for…
Clubs
Player representatives
Brands, sponsors, agencies
So we set ourselves a challenge…
The problem…
Multiple software packages
Expensive licenses
Resources and training
But imagine…
So where would you begin? Listening tools
Data from all the social platforms in one place
Explaining the score
The scoring is a formula that takes the data from each social platform in relation to the messages sent on that platform in the time period selected. That score is then relatively weighted based on all data from all players and modified into a single percentage out of 100.
But what part does perfromance play?
How can you use this data to determine value?
The factors that matter to your business…
Merchandising sales
Media spend
Image rights
How do you start to turn this into actionable insight?