Sports fans may look like a homogenous mob, but within the "tribe" you find segments of fans more valuable than the rest. This deck highlights a few fan segments using data from Coyle Sports Poll 2011 (a survey of fans who follow team on Facebook & Twitter).
MAHA Global and IPR: Do Actions Speak Louder Than Words?
All Sports Fans are NOT created equal
1. Sports Fans are created equal
Finding profitable fan segments in
social media channels
2. Why all the fuss about social?
Paid Media
Earned Media,
Shared Media
ATTN “Word-of-mouth”
Sales
Social Graph
Time
2
3. 390 Million
71 million
Following Sports teams
3
4. Are all fans created equal?
(they sure look similar)
4
5. Maybe not
(beanie babies, sports fans, movie fans, consumers)
Retail Sold
$10 $3,000
Peanut
1. People swarm to collect
2. Gain bragging rights
3. But who is getting rich?
5
7. Who is following the teams?
Coyle Sports Poll
Team social survey, 2011 7
8. Social fans have channel preferences
What is your preferred source of news about team?
Team
Website
8
9. Social fans adopt early
40% of Americans own
Smartphones
Comscore, December 2011
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10. Social sports fans
2x to 3x more likely
to check-in than
average Americans
Checking in during 2011…
-16.7 million Americans
- 7% of mobile population
- 12.7 via smartphones
- 17.6% of smartphone users
Source: Comscore
10
11. Fan segment: women
Women are as passionate, (more) social sports fans
Source: Coyle Sports Poll 2011, NFL, Facebook Fans 11
12. Fan segment: E mail subscribers
E-mailers are bigger fans, buyers
Source: Coyle Sports Poll 2011, NFL, Facebook Fans 12
13. Fan segment: E mail subscribers
Passion Index: E mailers
13
14. Fan segment: E mail subscribers
E mailers are a social force
Source: Coyle
Sports Poll
2011, NFL, Faceboo 14
k Fans
15. My observations in sports
1. Most teams treat all fans as if they’re equal
2. E mail outperforms social in direct marketing
ROI (tickets), yet teams invest more in social
3. We recommend teams should work harder
at:
A. Understanding fan data
B. Segmenting fan audiences
C. Cross promoting with all social channels 15
16. Identify – Target - Personalize - Refine
Engage the most valuable segments
16
17. Final thought on social media:
You can’t please everyone anyway
Own it in social media 17
Goal:to share latest thinking in social media as it relates to sports, highlight value of E mail, and correlate sports to movie marketing (common denominator is FANS)
Level set on value of social: Fans are connected. Social media can be more efficient communication channel than traditional media if it’s done well
But collecting lots of fans isn’t (in itself) a profitable exercise…remember Beanie Babies?
Sports fans are opting to follow teams…in massive numbers (thanks to Facebook & Twitter)…and they all look the same from a distance
Some beanie babies are worth more than others. Same is true for fans
Understand human drivers (join the tribe, but stand out within tribe). Fan psychology…sports and movie fans have some things in common…but how do we learn more about them and find profitable segments?
Coyle Media set out to learn about fans who follow sports team across the globe.
We’ve learned that “Social” sports fans (and social channels) are not all the same
Social sports fans are early adopters, but not at same rate – broken down by league, social channel
Female fans are more social than men
Social fans who subscribe to team E mail newsletters seem to be high value