TSG 1899 Hoffenheim is a German soccer club that needed to improve its social media interactions with fans. Using SAP Social Media Analytics, the club can now identify popular discussion topics and see where it is part of online conversations. This allows the club to professionalize its social media monitoring and communications to keep its messaging trendy, fun, and appropriate. The tool helps the club understand social media discussions and engage fans while maintaining a positive brand image.

1. SAP Customer Success Profile | Sports and Entertainment | TSG 1899 Hoffenheim
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2013 SAP AG or an SAP affiliate company. All rights reserved.
Picture Credit | Used with permission.
TSG 1899 Hoffenheim:
Professionalizing Social Media
Monitoring with SAP® Social
Media Analytics by NetBase
A member of the premier German soccer league, Bundesliga,
TSG 1899 Hoffenheim needed to improve social media interaction
with its large fan base. This meant establishing control over
outgoing communications as well as staying engaged on topics
that excite fans most. With the SAP® Social Media Analytics
application by NetBase, TSG Hoffenheim can identify popular
topics and see where it is part of the discussion. It can also make
sure outgoing communications are professional, topical, and fun.

2. SAP Customer Success Profile | Sports and Entertainment | TSG 1899 Hoffenheim
TSG Hoffenheim scores with social media analytics
Managing communications to be trendy, fun, and professional
Objectives
Benefits
• Professionalize involvement in social networks
• Identified relevant topics as well as where they are
• Leverage social media to keep fans informed,
discussed
maintain the team’s image, and give a behind-the- • Successfully professionalized social media
scenes view with pictures and videos
monitoring
• Reduced negative social media interactions
Why SAP
between players and consumers
• Long-standing and trusted partnership
• Ability to identify popular topics trending in social Future plans
media and flag where and how often the team is
Develop strategic questions to accurately and
discussed using the SAP® Social Media Analytics
effectively analyze large volumes of social media
application by NetBase
data
• Ability to officially monitor and approve
information before it is posted to social media
channels
Company
TSG 1899 Hoffenheim FußballSpielbetriebs GmbH
Headquarters
Sinsheim, Germany
Industry
Sports and entertainment
Products and Services
Premier league soccer club
(Bundesliga) and training
academy for up-and-coming
national and international
talents
Employees
>70
“SAP Social Media Analytics is a very important instrument for us
that provides us with an actual and measurable overview. Not only
can we stay on top of the latest trends, we can see where people are
talking about us and professionally manage our end of the
discourse. ”
Alexander Waldi, General Manager, TSG 1899 Hoffenheim Fußball-Spielbetriebs GmbH
©
2013 SAP AG or an SAP affiliate company. All rights reserved.
Web Site
www.achtzehn99.de

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