Social Media Analysis: Minnesota Wild Facebook Page


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Case assignment: Analyzing social media strategy at Minnesota Wild National Hockey League team. Grade: 100%. Presentation shown here had a four-page counterpart paper with further detail included into the methodology used and recommendations made.

A big data set spanning a 4 year period derived from Facebook Insights data was analyzed and qualitative and quantitative observations and inferences were made.

A combination of pivot tables and multiple linear regressions were used to quantitatively determine best engagement strategies to be adopted.

Recommendations were presented in the presentation and a four-page paper focused on increasing audience engagement, in order to maximize advertising revenues, sponsored promotions, ticket sales etc.

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Social Media Analysis: Minnesota Wild Facebook Page

  1. 1. MinnesotaWildSocial Media AnalysisTeam 3Z
  2. 2. Goals Understand the digital marketing activity of the Minnesota Wild NHL team through the analysis of its Facebook campaign. Reviewed fan activity between March 26, 2008 through June 14, 2012.
  3. 3. Methodology Formatted data into dates and used formulas to derive data.  Wild vs Fan created content.  Weekend vs Weekday postings.  Pre-Gameday, Gameday, and post-Gameday postings.  Type of media created: comments, pictures, videos. Used a combination of Pivot tables and multiple linear regressions to quantitatively determine best engagement.
  4. 4. Analysis Wild created content elicited greater response. Fan response was higher the day after a win. Fan response was higher day before a game, if they went into the game after a loss.
  5. 5. Regression Three (3) regressions: likes, comments, and shares as dependent variables. Assumes R-square value > 25% was considered good fit. Assumed P-value =< 0.05 for variables to be considered significant to model. Removed insignificant variables and re-ran regression until all P values were =< 0.05 and R-Squared was > 25%.
  6. 6. Findings We found two models: comments and likes. Comments (R2 = 27%)  Weekday and content created by Wild were the two variables most likely to elicit fan responses.  Comments = 1.34 + 0.49 * isWeekday + 28.2* Created by Wild. Likes (R2 = 33%)  Weekday, content created by Wild, post-gamedays, pre- gamedays, and comments were the most likely to elicit fan responses.  Likes = 11.91 + 1.98 * isWeekday + 96.58 * Created by Wild + 4.32 * isPostGameDay + 4.16 * isPreGameDay -13.42 * isText.
  7. 7. Qualitative Analysis Reviewed Wild-sourced comments with 200+ likes. They had the following common themes:  Image-led content;  Fully edited professional video  Humanistic and emotive topics:  Introduction of new players;  when players interact on the ice (i.e. brawl);  profiling of juniors,  images from those that are serving the country,  celebrating player birthdays (injured ones especially)
  8. 8. Qualitative Analysis Topics that were unpopular included:  Merchandize sale posts,  unidentified non-players,  Postings with limited or no captions –  informing the reader appears to be key considering the posting length identified in the quantitative analysis.  Stand-alone clips were less popular.
  9. 9. Recommendations Having a social media platform can make athletes more ‘accessible’ to fans, can promote sponsors by having ‘authentic’ interactions directly with devotees Allowing fans to ‘scrape and share’ exclusive content to their own networks will extend the Wild’s influence beyond traditional media platforms. Strategy should be postings coupled with expert timing for the delivery of engaging competitions, emotive images and milestone announcements (like player birthdays, injury status). Promotions activities (such as giveaways or ticket discounts) should be targeted to specific growth segments. Finally social media team should integrate and leverage existing communications activities to increase content richness and interest for Facebook followers.