Harnessing the Impact                       of Social Media on MLB                       and NFL Fans in 2010info@catalyst...
Research Approach• Online surveys conducted by Greenfield Online   – Over 1,300 online interviews with MLB and NFL avid fa...
Key Findings               info@catalystpublicrelations.com
1. Social media is increasingly being seen as a primarysports information resource, but not the most trustedone          I...
What we                                                                                                learned            ...
What we                                                                                                learned            ...
Implications for MarketersSocial media is not theonly stop for fans intheir information journey -Brands should use theirex...
2. Facebook is not the only social network usedby fans          Facebook may be the 800 pound gorilla         of social me...
What we learned                                 • Watch and listen to highlights         • Real-time information          ...
3. Fans primarily use social media tools after the gameWhile MLB and NFL fans use social media mostly after the game      ...
What we learned                        59%                                       69%                        fans use Faceb...
4. Fans want more athlete engagement             Fans want to know the players better.Fans want greater insight into wants...
What we learned       • Over three-fourths of fans want the athletes to engage with         them directly through social m...
Implications for MarketersDevelop new content channels -Athletes, brands and leaguesneed to understand the desire forconsu...
5. Fans that use social media to follow MLB / the   NFL are more passionate and engaged fans     Social media goes beyond ...
What we learned     • More than half of fans consider themselves “bigger fans” since       they started following these sp...
Summary of key findings1.   Social media is increasingly being seen as a primary sports information     resource, but not ...
Thank YouFor more information please checkout our website at    www.catalystpublicrelations.comEmail us at info@catalystpu...
New York   •    Los Angeles      • Charlotte       www.catalystpublicrelations.com
NOTICE                            THESE MATERIALS CONTAIN                                        ******INFORMATION THAT IS...
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Harnessing the Impact of Social Media on MLB and NFL Fans

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Impact of Social Media on MLB and NFL fans in 2010

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Harnessing the Impact of Social Media on MLB and NFL Fans

  1. 1. Harnessing the Impact of Social Media on MLB and NFL Fans in 2010info@catalystpublicrelations.com
  2. 2. Research Approach• Online surveys conducted by Greenfield Online – Over 1,300 online interviews with MLB and NFL avid fans who use social media• Surveys are nationally representative of MLB and NFL fan based on gender and age Margin of error is +/- 5% at a 95% confidence level info@catalystpublicrelations.com
  3. 3. Key Findings info@catalystpublicrelations.com
  4. 4. 1. Social media is increasingly being seen as a primarysports information resource, but not the most trustedone Is Facebook the new ESPN? Of course not. But social media sites are increasingly playing greater roles as go-to sources for the latest MLB and NFL news. info@catalystpublicrelations.com
  5. 5. What we learned FREQUENCY : Social Media ranks #2 for primary information source for fans!Source: Sports Fans and Social Media Survey, Catalyst 2010 info@catalystpublicrelations.com
  6. 6. What we learned TRUST: Social Media ranks #5 by fans for trusted sources of informationSource: Sports Fans and Social Media Survey, Catalyst 2010 info@catalystpublicrelations.com
  7. 7. Implications for MarketersSocial media is not theonly stop for fans intheir information journey -Brands should use theirexisting equity to establishcredibility across allmediums. info@catalystpublicrelations.com
  8. 8. 2. Facebook is not the only social network usedby fans Facebook may be the 800 pound gorilla of social media, but it is by no means the only social media destination for MLB and NFL fans. Other social media sites, including MySpace, are still important properties to engage these fans. info@catalystpublicrelations.com
  9. 9. What we learned • Watch and listen to highlights • Real-time information • Create Content • Authentic athlete and • Pass along interesting and expert engagement humorous information to others 48% 35% • Engage with other fans •Engage with other fans • Social link sharing • Social link sharing • Reach and Frequency • Smaller cities and south and central U.S. 81% 40%Source: Sports Fans and Social Media Survey, Catalyst 2010 info@catalystpublicrelations.com
  10. 10. 3. Fans primarily use social media tools after the gameWhile MLB and NFL fans use social media mostly after the game differences do exist based on sites and age of fans. info@catalystpublicrelations.com
  11. 11. What we learned 59% 69% fans use Facebook before a game Use Facebook after a game 27% 38% fans use YouTube before a game Use YouTube after a game • This is especially true among older fans, over half use social media tools most after the gameSource: Sports Fans and Social Media Survey, Catalyst 2010 info@catalystpublicrelations.com
  12. 12. 4. Fans want more athlete engagement Fans want to know the players better.Fans want greater insight into wants going on behind the scenes. Fans want to hear from athletes in their authentic voice. info@catalystpublicrelations.com
  13. 13. What we learned • Over three-fourths of fans want the athletes to engage with them directly through social media – This is especially true among younger fans, who are more interested in connecting with players through social media • More than one-third of fans seek additional team and player insights, and “behind the scenes” contentSource: Sports Fans and Social Media Survey, Catalyst 2010 info@catalystpublicrelations.com
  14. 14. Implications for MarketersDevelop new content channels -Athletes, brands and leaguesneed to understand the desire forconsumer content and look forunique mechanisms to bestchannel this desire. Aggregatingareas of interest, such as theyoung stars of MLB, could createconsumer platforms. info@catalystpublicrelations.com
  15. 15. 5. Fans that use social media to follow MLB / the NFL are more passionate and engaged fans Social media goes beyond simply making people more interested in MLB and the NFL. Fans that engage in these sports through social media are more passionate and engaged fans. info@catalystpublicrelations.com
  16. 16. What we learned • More than half of fans consider themselves “bigger fans” since they started following these sports using social media – This is even greater among younger and more affluent fans • Social media has made fans enjoy the fan experience even more. Fans can now: • Get more up-to-date information (68%) • Be a more knowledgeable fan (66%) • Get into more discussions (59%) • These fans spend more time watching or following MLB and the NFL – Since they started using social media, 2/3 of fans watch more games on TVSource: Sports Fans and Social Media Survey, Catalyst 2010 info@catalystpublicrelations.com
  17. 17. Summary of key findings1. Social media is increasingly being seen as a primary sports information resource, but not the most trusted one2. Facebook is not the only social network used by fans3. Fans primarily use social media tools after the game4. Fans want more athlete engagement5. Fans that use social media are more passionate and engaged fans info@catalystpublicrelations.com
  18. 18. Thank YouFor more information please checkout our website at www.catalystpublicrelations.comEmail us at info@catalystpublicrelations.comContact Us via LinkedIn:Bret Werner – Managing PartnerShripal Shah – SVP, Digital info@catalystpublicrelations.com
  19. 19. New York • Los Angeles • Charlotte www.catalystpublicrelations.com
  20. 20. NOTICE THESE MATERIALS CONTAIN ******INFORMATION THAT IS CONFIDENTIAL AND PROPRIETARY OR PROTECTED BY US INTELLECTUAL PROPERTY LAWS ****** By participating in this presentation and reviewing the materials provided to you, you agree to be bound by the following: All of this information and materials are confidential and proprietary and shall remain the sole property of Catalyst Public Relations, Inc. and you shall have no rights to or in such information. You shall hold such information in strict confidence. You shall not make any disclosure of such information (including methods or concepts utilized therein) to anyone without the express written consent of Catalyst Public Relations, Inc.. All information herein is protected by applicable US intellectual property laws and is owned by Catalyst Public Relations, Inc. or other third parties. No licenses or rights under any patent, copyright, or trademark are granted or are to be implied by disclosure of these materials to you. All rights reserved. info@catalystpublicrelations.com

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