All Sports Fans are NOT created equal


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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).

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  • 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
  • All Sports Fans are NOT created equal

    1. 1. Sports Fans are created equal Finding profitable fan segments in social media channels
    2. 2. Why all the fuss about social? Paid Media Earned Media, Shared MediaATTN “Word-of-mouth”Sales Social Graph Time 2
    3. 3. 390 Million 71 millionFollowing Sports teams 3
    4. 4. Are all fans created equal? (they sure look similar) 4
    5. 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
    6. 6. Tribal Dynamics in sports and entertainment 6
    7. 7. Who is following the teams? Coyle Sports Poll Team social survey, 2011 7
    8. 8. Social fans have channel preferences What is your preferred source of news about team? Team Website 8
    9. 9. Social fans adopt early40% of Americans ownSmartphonesComscore, December 2011 9
    10. 10. Social sports fans2x to 3x more likelyto check-in thanaverage AmericansChecking in during 2011…-16.7 million Americans- 7% of mobile population- 12.7 via smartphones- 17.6% of smartphone usersSource: Comscore 10
    11. 11. Fan segment: women Women are as passionate, (more) social sports fansSource: Coyle Sports Poll 2011, NFL, Facebook Fans 11
    12. 12. Fan segment: E mail subscribers E-mailers are bigger fans, buyersSource: Coyle Sports Poll 2011, NFL, Facebook Fans 12
    13. 13. Fan segment: E mail subscribersPassion Index: E mailers 13
    14. 14. Fan segment: E mail subscribers E mailers are a social forceSource: CoyleSports Poll2011, NFL, Faceboo 14k Fans
    15. 15. My observations in sports1. Most teams treat all fans as if they’re equal2. E mail outperforms social in direct marketing ROI (tickets), yet teams invest more in social3. We recommend teams should work harder at: A. Understanding fan data B. Segmenting fan audiences C. Cross promoting with all social channels 15
    16. 16. Identify – Target - Personalize - Refine Engage the most valuable segments 16
    17. 17. Final thought on social media:You can’t please everyone anyway Own it in social media 17
    18. 18. Questions? 18