The document discusses strategies for the Brooklyn Nets to develop their local audience on social media, particularly Twitter. It analyzes the Nets' Twitter presence in comparison to other NBA teams like the Lakers and Knicks. The analysis finds that Nets fans on Twitter are mostly young, local to New York or New Jersey, and demographically aligned with the team's interests. However, the Nets' current social media strategy is unfocused. The recommendations suggest the Nets better engage and cultivate fans on Twitter by leveraging influencers, analyzing tweet sentiment and content, and conveying the excitement of games.
2. Brooklyn Nets Audience: On TV and Online
Local Television Deals:
Brooklyn Nets – $20M/yr
NY Knicks - $100M/yr, 2016
LA Lakers –$200M/yr (20 years)
On Twitter:
@BrooklynNets – 599K Followers
@NYKnicks – 1.29M Followers
@Lakers - 4.55M Followers
Source: Google Trends, November 2015
3. Developing a Local Audience via Social Media
Basketball and Social Media
• NBA fans are younger, more diverse, and more attuned to social media than any
other sports fans
• 5 of the 10 most Tweeted sporting events in 2013 were NBA games (Nielsen)
• Twitter is the social media platform of choice for basketball fans
The challenge: Brooklyn Nets and Twitter
• How do the Nets fans feel about their team, and are they open to cultivation?
• Are there Twitter assets and influencers the Nets can leverage better?
• Are there geographic trends that can be exploited by the Nets for revenues?
• Are there pockets of interest that can be pursued to develop new fans for the team?
• How can the Nets engage and delight their audience, consistently and effectively?
5. Fan - Identification and Demographics
Goal: Capture information about Twitter users
- Python Twitter crawling code was expanded for our needs
- Identify number of followers, Location
6. Measuring Tweet Relevance
Twitter user from prior slide - we are tracking his tweets for retweets and likes
#Nets is the keyword used
7. Twitter Influence and Engagement
Followers - we count as a measure of influence
Retweets - we capture the originator of the tweet
8. The Nets - Who are the Nets followers/fans?
Team fans/followers were analyzed
9. Demographics of Nets Followers on Twitter
Demographic Profile #Nets #Lakers
Gender (% Male) 84.7% 74.9%
Median Age 24.0 23.8
Median Income $35,100 $26,100
Race - White/Caucasian
•African American
•Hispanic
63.3%
24.3%
10.8%
43.8%
36.4%
18.5%
Occupations - Students
•Journalists
•Authors/Writers
•Musicians
•Senior Managers
•Other (notable differences)
20.7%
14.4%
10.4%
7.7%
6.3%
Entrepreneurs (4.5%)
18.9%
10.4%
7.8%
8.1%
7.5%
Artists (4.2%), Actors (3.9%)
Source: Demographics Pro, November 13, 2015
10. Geographic Profile of #Nets Fans
Geographic Information Nets
(Twitter Study)
#Nets
(Demographics Pro)
#Lakers
(Demographics Pro)
Location by State New York State - 46.4%
New Jersey - 11.2%
Texas - 1.5%
Pennsylvania - 1.2%
New York State - 35.7%
New Jersey - 17.5%
Texas - 10.6%
Pennsylvania - 5.1%
California - 47.3%
Florida - 8.2%
New York State - 4.3%
Location by City New York City (including
Brooklyn) - 46.4%
Brooklyn - 20.0%
SF/Oakland - 2.0%
New York - 35.7%
Houston - 8.0%
Philadelphia - 4.3%
Los Angeles - 23.7%
New York - 3.2%
Orlando - 3.1%
Source: Twitter analysis, December 2015, Demographics Pro, November 13, 2015
12. Sentiment Analysis
• AlchemyAPI has developed several APIs which deploy machine learning
to do natural language processing.
• The average sentiment score assigned by AlchemyAPI was a neutral
0.00795 in November, decreasing to -0.050 in December.
• Sentiment is a quixotic and elusive thing to measure
13. Tone Analysis
Percentile Score of Nets Tweets
● Evaluates Emotional, Social and Writing Tone based on the percentile of words per tone
and tone trait
Word Count Score
● Measured % of words per tone and number of words per tone trait
14. Conclusions
• Current Nets Social Media/Twitter strategy is unfocused and ineffective
• Nets fans are young, on Twitter and ready to engage
• #Nets demographics align with team needs and interests
• Most #Nets users are local
• Twitter sentiment and tone indicates openness to cultivation
• Content of Tweets provides real time insight into fan passions and curiosity
• Twitter influencers can be identified, categorized and cultivated
• Social media is an underutilized asset, and properly used, the Nets should
sell more tickets and generate higher local TV ratings.
15. Recommendations
• Content Analysis
• Tweet content should guide media and marketing efforts of team
• Influence
• Nets players and executives can be trained to exploit Twitter
• Twitter influencers should be categorized and engaged by type
• Sentiment/Tone
• Should be assessed on an ongoing basis for changes in fan mood
• Cultivate fan passion
• Twitter should be used to convey the thrill of Nets games
• Highlight excitement in the stands (celebrity visitors) and on the courts
(shots, conflict, victories)
• Contests for seats, conversation with players, surprises
• The team must engage fans in alignment with fan passions.
