The beta site of The Pulse/Boston Red Sox. A new social media experience that combines content, social participation, data and analytics and Instagram photos. Come and help us make it better with your suggestions.

1. Red Sox Social Media Fans Rejoice
Tuesday, September 20, 2011

2. Like the Red Sox? Like social media? Like Twitter? You’ll love The Pulse/Boston
Red Sox. Come and be part of the game, the conversation, the buzz, and the
coverage. Listen in, share your opinion, or try your hand at being a social media
sports commentator. The Pulse/Boston Red Sox is that and more.
It’s whatever you make of it. Right now it’s a new media experience combining
Boston.com content, social media chatter, data and analytics, even Instagram
photos. But with your help, feedback, and participation, we might be able to
make it an even better online sports experience.
Tuesday, September 20, 2011

3. Introducing:
The Pulse/Boston Red Sox
brought to you by Boston.com,
Mullen and PointsLocal
Tuesday, September 20, 2011

4. The Pulse/Boston Red Sox
It’s a new kind of media experience that combines
high-quality professional content, reader participation,
interactive social data as infotainment and the
opportunity for branded sponsorship that enables real
time engagement.
Tuesday, September 20, 2011

5. Online now,
mobile coming...
Tuesday, September 20, 2011

6. Content: The Pulse/Boston Red Sox
Twitter volume and sentiment by game and time frame
Real time Twitter sentiment for Red Sox and players
Conversation and sentiment by state and region
Content from Boston.com and leading bloggers
Fan photos posted via Instagram
Tuesday, September 20, 2011

7. Participation: The Pulse/Boston Red Sox
Tweet directly from the page and have Tweets appear
on the page by using the #PulseRedSox hashtag
Use the platform to share your content, your voice,
your pictures and even build your own following
Post photos using Instagram by tagging
photos #pulseredsox
Tuesday, September 20, 2011

8. Sponsorship: The Pulse/Boston Red Sox
Maintain a branded Tweet box at the top of the stream
Engage in the conversation in real time via the
#PulseRedSox hashtag and your own cleverness
Create ad units out of Instagram nomenclature (a rst!)
Tuesday, September 20, 2011

9. Our thinking: The Pulse/Boston Red Sox
The lines between content and readers, brands and customers, old media and new media are blurring.
The Pulse is an experiment in tearing down some of the walls.
Here readers are more integrated with the topic and the content.
Data about their participation is instantly available.
Users are invited to play a larger role in the conversation.
Advertisers don’t simply have to “buy” an ad, they can nd a way to interact with prospects around a
topic that matters to those users.
Tuesday, September 20, 2011

10. The collaborative: Boston.com, Mullen, PointsLocal
Boston.com is hosting The Pulse as part of its new media lab and its interest in creating
innovative, digital experiences. Boston Globe and Boston.com sportswriters will be
featured on The Pulse/Boston Red Sox
Mullen is a leading, Ad Age A-list advertising agency, named the fourth most innovative
marketing company in America by Fast Company. The Pulse/Boston Red Sox emerged
from its innovation lab.
PointsLocal manages aggregated content and specializes in natural language
processing. Able to determine geo-coded locations and places, topics and sentiment,
it’s an ideal partner for media, political campaigns and entertainment.
Tuesday, September 20, 2011

11. Feature recap
Adjustable timeline to see sentiment and volume in relationship to games
Tuesday, September 20, 2011

12. Feature recap
Player popularity by volume and sentiment, controlled by the time bar
Tuesday, September 20, 2011

13. Feature recap
Across the nation, how do fans feel about the Sox?
Tuesday, September 20, 2011

14. Feature recap
Join the conversation with #PulseRedSox
Tuesday, September 20, 2011

15. Feature recap
See yours and other fans photos in the stream
Tuesday, September 20, 2011

16. Feature recap
Content from Boston.com sportswriters and bloggers, too
Tuesday, September 20, 2011

17. Feature recap
First ever ads created with Instagram nomenclature
Tuesday, September 20, 2011

18. Contacts:
Boston.com: Chris Rattey, rattey@boston.com
Mullen: Edward Boches, eboches@mullen.com 617-226-9000 @edwardboches
PointsLocal: Michael Schlein, michael@pointslocal.com
Tuesday, September 20, 2011