2012 Fan Engagement StudySummary Findings
• To provide insights into the continuingconvergence of sports and digital mediaamong sports fans• Identify opportunities ...
Research Approach• Vision Critical conducted on an online surveyamong 1,934 avid sport fans aged 13-64 whofollow, discuss ...
4Information Sources of the Avid Sports Fans
Gains for Digital, Small Loses for TV as Primary and Trusted SourceWhat are your primary sources of [SPORT] related inform...
Post-Game Social Media Activity on Gameday is Up45%53%28%45%55%29%65%55%63%FacebookTwitterYouTubeThinking about a typical ...
Facebook, YouTube & Twitter Remain the Dominant Social Networks for Followingor Discussing Sports81%40%30%17%14%13%Faceboo...
Which of the following, if any, social media sites do you use to follow or discuss [sport]?Usage of Facebook is Nearly Uni...
If you could keep just one of these devices to follow sports, which one would it be?Young Non-White Fans Would Also Rather...
Gameday on Social Media10
22%24%41%51%29%30%42%53%37%37%42%53%19%25%52%53%31%30%45%50%47%31%39%60%Across All Sports, Fan Frequently Engage With Soci...
Twitter, FourSquare & Instagram are Gametime; YouTube & Facebook are Post Game38%39%23%53%45%26%46%55%52%TwitterFacebookYo...
“Celebrating victories” Ranks #1 for Engaging in Social Media Sports Activities67%64%48%48%37%35%To celebrate favorite tea...
Social Media Influencers14
Alongside Traditional Sources, Many Fans Also Follow “Super Fans”NFLCollegeFootballCollegeBasketballMLB NBA MMATeams 71% 7...
“Super Fans” Have an Especially Strong Following Among Younger and Non White Fans16%15%12%22%18%12%8%20%23%30%30%27%39%30%...
Entertainment and Insight Trump Accuracy for Social Media Influencers61%39%26%EntertainingInsightfulAccurateWhich of the f...
Brand Engagement18
Have you ever “followed” or “liked” a brand on Twitter or Facebook?Yes85%No15%Liked a Brand on FacebookYes67%No33%Followed...
More than Half of Fans are More Likely to Buy a Brand Mentioned by aFavorite Athlete on Social Media16%16%11%22%19%13%8%22...
Tangible Benefits Lead But Not the Only Motivators to Like or Follow a Brand51%48%43%39%38%Provide a coupon or discountOff...
Applying Learnings to Our Digital Engagement ApproachBrands Must Be Fans• Timing is everything• Connect with individual te...
New York • Los Angeles • Charlottewww.catalystpublicrelations.com212-714-7900 23
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Fan Engagement 2012

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Catalyst Fan Engagement Study 2012

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  • This is especially true among younger-skewing sports such as MMA, college basketball and the NBA, where the vast majority of fans who use Twitter or Facebook to follow sports say they at least sometimes engage in these social networks while they watch or listen to the game
  • Across all sports, everyday “super-fans” are more widely followed than either celebrities or bloggers.More than Half of Fans are More Likely to Buy a Brand Mentioned by a Favorite Athlete on Facebook or Twitter; Teen and Hispanics are Most Receptive
  • Reflecting the muted trust in social media as an information source for sports, social media sports fans’ expectations of social media sources are that they are “entertaining” as opposed to “insightful “or “accurate.”
  • Coupons/discounts and contests generate the most interest, but brands can also encourage engagement by tapping into fans’ favorite team (especially for College Basketball), supporting a team charity, or offering a chance to meet a favorite athlete (especially MMA). Teens are particularly motivated when brands support a favorite team (52%) or connect them to a favorite player (53%).
  • CONSOLIDATEWORDSBrands Must Be FansFans share a sense of camaraderie with fellow fans. They want to discuss plays both good and bad. They want to comment on coaching decisions. They are a tight community of consumers who might otherwise have nothing in common. For a brand to be considered a part of the community, they too must prove they are a fan. How?Timing is everything. Be in the conversation with the community before, during and after the games. Not the next day.Connect with individual teams and their fans. Geo-targeted content strategies are incredibly successful, i.e. developing content around the Cleveland Browns and geo-targeting that region. The brand must celebrate the wins and mourn the losses with relevant fans. It’s not only okay for the brand to have an opinion, it’s expected. Fans value entertainment and insight far more than facts (they look to TV and .coms for that)Commit to secondary platforms. A growing number of younger and non-white fans are using Google+, Pinterest and FourSquare during games, however, not many brands are…this represents a major opportunity.There is a group of super fans out there. Find out who the most influential fans are and dedicate resources to building those relationships. By focusing on a small % of consumers brands can affect the masses. This will lead to long-term brand awareness, credibility and influence.
  • Fan Engagement 2012

    1. 1. 2012 Fan Engagement StudySummary Findings
    2. 2. • To provide insights into the continuingconvergence of sports and digital mediaamong sports fans• Identify opportunities for brands toengage in the sports digital medialandscapeObjectives2
    3. 3. Research Approach• Vision Critical conducted on an online surveyamong 1,934 avid sport fans aged 13-64 whofollow, discuss or engage with sports usingdigital media• The following quotas were set to permit adeep dive into use of social media by sport:• NFL: 574• MLB: 500• College Basketball: 489• NBA: 486• MMA: 493• College Football: 4913
    4. 4. 4Information Sources of the Avid Sports Fans
    5. 5. Gains for Digital, Small Loses for TV as Primary and Trusted SourceWhat are your primary sources of [SPORT] related information? What do you consider your most trusted sources for [SPORT] related information?Please rank the following sources from 1 to 6 where 1 is the most trusted source, 2 is second most trusted, etc.Average Rank – Primary Sports Info Source (Age 18-64)2012 Rank2011 2012Television 1.4 1.6 1Non-social web 3.7 3.4 2Social media 3.7 3.6 3Newspapers 3.6 3.8 4Radio 3.9 4.0 5Magazines 4.6 4.8 6Average Rank – Trusted Sports Info Source (Age 18-64)2012 Rank2011 2012Television 1.6 1.7 1Non-social web 3.6 3.2 2Newspapers 3.3 3.5 3Radio 3.9 3.8 4Social media 4.2 4.2 5Magazines 4.4 4.6 6Base: 18-64 year-old social media sports fans (excluding MMA only fans)
    6. 6. Post-Game Social Media Activity on Gameday is Up45%53%28%45%55%29%65%55%63%FacebookTwitterYouTubeThinking about a typical gameday, which of the following, if any, do you use before, during, and after [SPORT] games? Please select all that apply.When Fans Engage in Each Social Network on Gameday (among fans who use each network to follow sports)Before During After48%58%25%46%61%28%74%68%66%FacebookTwitterYouTube2011 2012Base: 18-64 year-old social media sports fans
    7. 7. Facebook, YouTube & Twitter Remain the Dominant Social Networks for Followingor Discussing Sports81%40%30%17%14%13%FacebookYouTubeTwitterGoogle +PinterestFourSquareWhich of the following, if any, social media sites do you use to follow or discuss [sport]?Use Social Media Site to Follow or Discuss a Favorite Sport7
    8. 8. Which of the following, if any, social media sites do you use to follow or discuss [sport]?Usage of Facebook is Nearly Universal; YouTube, Twitter & Foursquare Skew YoungerTotal Male Female 13-17 18-34 35-49 50-64AA18-34Hispanic18-34Facebook 81% 77% 87% 77% 83% 82% 80% 78% 78%YouTube 40% 46% 30% 54% 45% 32% 25% 46% 59%Twitter 30% 32% 28% 31% 36% 29% 16% 43% 42%Google+ 17% 20% 13% 22% 21% 14% 8% 20% 26%Pinterest 14% 15% 11% 16% 17% 11% 6% 17% 22%foursquare 13% 15% 10% 14% 19% 10% 4% 18% 24%8
    9. 9. If you could keep just one of these devices to follow sports, which one would it be?Young Non-White Fans Would Also Rather Keep their Digital Devices than TVTotal Male Female 13-17 18-34AA18-34Hispanic18-34TV 54% 48% 63% 52% 46% 46% 42%Desktop/laptop 27% 31% 21% 28% 28% 24% 28%Mobile phone /tablet 16% 17% 14% 19% 20% 24% 28%
    10. 10. Gameday on Social Media10
    11. 11. 22%24%41%51%29%30%42%53%37%37%42%53%19%25%52%53%31%30%45%50%47%31%39%60%Across All Sports, Fan Frequently Engage With Social Networks While they Watch orListen to the GameWhile you are watching or listening to a live [SPORT] game how often are you also following the game using either of these sites?Among fans who use social network to follow sports63%76%Most of the time SometimesNFLCollegeFootball CollegeBasketballMajor LeagueBaseball NBA MMAFacebookTwitter70%82%79%89%71%78%76%80%86%91%
    12. 12. Twitter, FourSquare & Instagram are Gametime; YouTube & Facebook are Post Game38%39%23%53%45%26%46%55%52%TwitterFacebookYouTubeThinking about a typical gameday, which of the following, if any, do you use before, during, and after [SPORT] games? Please select all that apply.When Fans Engage in Each Social Network on Gameday (among fans who use each network to follow sports)Before During After22%27%23%33%37%29%26%25%26%InstagramFoursquarePinterest12
    13. 13. “Celebrating victories” Ranks #1 for Engaging in Social Media Sports Activities67%64%48%48%37%35%To celebrate favorite team’svictoriesConnect with friends who followthis sportI want others to know how big afan I am of my team/ the…To talk smack about my team/the sport/ and athleteMeet people with similarinterestsTo share / learn about greatticket/sports dealsWhich of the following reasons best describe why you use social media sites to engage with others in the sport(s) you have mentioned below?70% agree they participate in moreconversations/engage in more contentwhen their favorite team is winning69% say that they are more activeon social media after the team they arerooting for winsReasons for Engaging with Others on Social Media for Sports13
    14. 14. Social Media Influencers14
    15. 15. Alongside Traditional Sources, Many Fans Also Follow “Super Fans”NFLCollegeFootballCollegeBasketballMLB NBA MMATeams 71% 74% 83% 72% 77% n/aMedia 54% 68% 78% 58% 70% 76%Leagues 50% 61% 75% 56% 66% 71%Athletes 46% 57% 73% 54% 64% 76%Super-fans 31% 40% 58% 30% 49% 61%Celebrities 27% 36% 53% 28% 45% 59%Bloggers 21% 36% 53% 22% 39% 50%During the [SPORT] season, how frequently do you follow each of these sources on social media for [SPORT]? 15
    16. 16. “Super Fans” Have an Especially Strong Following Among Younger and Non White Fans16%15%12%22%18%12%8%20%23%30%30%27%39%30%29%22%39%36%TotalMaleFemale13-1718-3435-4950-64AA 18-34Hispanic 18-34Often SometimesDuring the [SPORT] season, how frequently do you follow each of these sources on social media for [SPORT]?How Often Follow Super Fans for Sports (regular people who write about sports and have a big social network)46%45%39%60%48%41%30%60%59%16
    17. 17. Entertainment and Insight Trump Accuracy for Social Media Influencers61%39%26%EntertainingInsightfulAccurateWhich of the following words or phrases would you use to describe each of these social media sources for [SPORT] information?How Social Media Sports Fans Describe their Social Media Sources for Sports (Overall)NFL College Football College Basketball MLB NBA MMAEntertaining 61% 57% 63% 58% 66% 63%Insightful 36% 35% 43% 32% 39% 45%Accurate 18% 21% 33% 22% 26% 33%17
    18. 18. Brand Engagement18
    19. 19. Have you ever “followed” or “liked” a brand on Twitter or Facebook?Yes85%No15%Liked a Brand on FacebookYes67%No33%Followed a Brand on TwitterFans Engage With Brands on Facebook and Twitter19NFL fansCollegeFootball fansCollegeBasketball fansMLB fans NBA fans MMA fansLiked a brand on Facebook 78% 77% 82% 79% 76% 80%Followed a brand on Twitter 22% 30% 42% 26% 34% 39%
    20. 20. More than Half of Fans are More Likely to Buy a Brand Mentioned by aFavorite Athlete on Social Media16%16%11%22%19%13%8%22%26%37%36%38%47%36%35%30%35%40%TotalMaleFemale13-1718-3435-4950-64AA 18-34Hispanic 18-34Much more likely Somewhat more likelyHow much more likely would you be to purchase a brand that a favorite [SPORT] athlete mentioned on Facebook and/or Twitter?53%52%48%69%55%48%37%58%66%
    21. 21. Tangible Benefits Lead But Not the Only Motivators to Like or Follow a Brand51%48%43%39%38%Provide a coupon or discountOffer a contest where I couldwin a prize related to thesportShow that they support myfavorite teamSupport a charity causesupported by the teamGive me a chance to meet afavorite athleteIn which of the following ways would a brand be most likely to motivate you to ‘Like’ or follow them when it comes to the sport(s) you mentioned?Overall21
    22. 22. Applying Learnings to Our Digital Engagement ApproachBrands Must Be Fans• Timing is everything• Connect with individual teams and their fans on specific passion points• You are expected to have a point of view• Be entertaining and insightful• Secondary platforms are key to younger, non-white fans• Connect and engage with the super fans22
    23. 23. New York • Los Angeles • Charlottewww.catalystpublicrelations.com212-714-7900 23

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