The document discusses the engagement of sports fans on social media, revealing that a significant percentage of fans take action after interacting with brands online. It highlights specific NFL teams, their fan counts, engagement rates, and activity on platforms like Facebook and Twitter. The data shows that while teams like the Dallas Cowboys have large fan bases, others like the Buffalo Bills demonstrate high engagement effectiveness relative to their size.

1. October 2013

2. Playing in the Social Media Field
Sports fans are willing to take action after following or “liking” a brand
7/10
talked with family and friends about the brand
shared brand content
bought the brand
39%
33%
32%
Social Media Channels
frequency of use on gameday
Game Day
Fans check sports social media sites while watching game
Browse sports social media while at game
83%
63%
Twitter
6.0
Instagram
2.6
Facebook 4.3
YouTube
1.4
used for following and discussing sports
Source: Catalyst Fan Engagement Survey Oct2013
KT Tape 2012

3. Social KPIs
Measuring the Impact of Sports and Social
Category & Team Rankings
Live Insights

4. Top Runners in the Facebook Game
Number of Fans
Highest Growth of Fans
Highest Activation Rate
1. Dallas Cowboys 5.5M
2. Pittsburgh Steelers 4.9M
3. New England Patriots 4.1M
4. Green Bay Packers 3.5M
5. New Orleans Saints 3M
1. Houston Texans 10%
2. Seattle Seahawks 8.6%
3. Arizona Cardinals 7.8%
4. San Francisco 49ers 7.7%
5. Carolina Panthers 7.6%
Source: Social Tools, based on April 2013 – Sept 30 2013
1. Buffalo Bills 1.26%
2. Denver Broncos 1.09%
3. Seattle Seahawks .97%
4. Carolina Panthers .96%
5. San Francisco 49ers .88%

5. The Cowboys Have Fans, And Lots of Them
5,500,000+ Fans
24% of fans are active users
Fans are Talking About
Defense
Win
Lets Play
Boys
Game
Source: Social Tools, based on Sept 2013
NFL teams average 1,673,601 fans per page
NFL teams average 19%
On average 3,585 new fans per day
NFL teams average 1054 new fans daily

6. The Oakland Raiders Pass on Their Message
Average 9.1 Post per Day
Post Format
Photos: 80.59%
Status: 5.86%
Links: 4.93%
Video: 1.1%
Most
Popular
Photo
Post
Source: Social Tools, based on Sept 2013
Click to see
NFL teams average 4.98 post per day

7. The Buffalo Bills Tackle Engagement
Activation Rate
The Buffalo Bills have 450K fans which is not the biggest fan base (average fan base for the NFL is 1.7M). However, they are the most effective at getting existing fans to like (538K**), comment (71K**), and share their content (38K**).
**total for September
Most Engaged Post
A.R 9.65%
*Activation Rate is the number of people who like/share/comment a post expressed as a percent of fans
Source: Social Tools, based on Sept 2013
per Post 1.26%
NFL teams average activation rate is 0.57
*
Click to see

8. Everyone's Cheering for the Patriots
On Average 333,000+ People Talk About the New England Patriots Weekly
People Are Talking About
Win
Tom
Brady
Awesome
Source: Social Tools, based on Sept 2013
NFL teams average 140,067 people talking about them

9. Top Runners in the Twitter Game
Number of Followers
Highest Growth of Followers
Highest Engagement Rate
Source: Social Tools, based on May 2013 - Sept 2013
1. New Eng. Patriots 672K
2. Dallas Cowboys 654K
3. Pittsburgh Steelers 602K
4. New York Jets 597K
5. Green Bay Packers 533K
1. Arizona Cardinals 36.1%
2. Houston Texans 30.1%
3. Seattle Seahawks 28.3%
4. Jacksonville Jaguars 28.2%
5. Kansas City Chiefs 28%
1. Cincinnati Bengals 1.26%
2. Cleveland Browns 1.09%
3. New York Giants .97%
4. San Francisco 49ers .96%
5. New Eng. Patriots .88%

10. 11.8% of users are active
672,000+ Followers
On average 1,113 new fans per day
Nine More Stadiums and Every Patriot Follower Could Sit
Fans Hashtags
#patriots
#jets
#gopats
Source: Social Tools, based on Sept 2013
NFL teams average 307,715 followers
NFL teams average 667 fans daily
NFL teams average 15.5% active users

11. No Timeout for the Seattle Seahawks
The Seahawks publish 1870 tweets a month
Tweet Type:
Tweet: 56.17%
Response: 26.85%
Retweet: 16.97%
Top Engaging Tweet
NFL
EGiNcontroL
MikeMav22
Chelsiahart
Source: Social Tools, based on Sept 2013
NFL teams average 817 tweets per month
Click to see

12. Most retweeted Post
1753RT, ER 1.84%
The Bengals Don’t Just Stand on the Sideline
Cincinnati Bengals
have an Engagement
Rate of .27%
User Tweet Trends
1,600+ @Bengals
2,600 #Bengals
850 RT @Bengals
Source: Social Tools, based on Sept 2013
Click to see
NFL teams average 0.1 engagement rate

13. Teamwork: NFL & Social Media Work Together

14. NFL Drafted Twitter Partnership
NFL will publish as Promoted Tweets specially made content featuring game footage, news, analysis, fantasy football advice and voting platforms from NFL Network and NFL.com
Why Partner? Increasing mobile content consumption and dual screen experiences
Benefits? Reach millions of engaged fans via a channel that is complementary to its flagship mobile product, NFL Mobile from Verizon
Click for example of Verizon sponsored NFL Tweet
The NFL will utilize its 5.1 million followers, but the larger goal is the potential in the crossover between the 190 million NFL fans in the US and the 100 million people who use Twitter stateside

15. K-Yun Steele
K-Yun.Steele@zenithmedia-na.com
212-858-6155
Jennifer Loeb
Jennifer.Loeb@zenithmedia-na.com
212-859-1842
WANT MORE?