20
| Date post: | 21-Oct-2014 |
| Category: |
Documents |
| View: | 1,072 times |
| Download: | 1 times |
Research Approach
• Online surveys conducted by Greenfield Online– Over 1,300 online interviews with MLB and NFL avid fans who use
social media
• Surveys are nationally representative of MLB and NFL fan based on gender and age
Margin of error is +/- 5% at a 95% confidence level
1. Social media is increasingly being seen as a primary sports information resource, but not the most trusted one
Is Facebook the new ESPN? Of course not.
But social media sites are increasinglyplaying greater roles as
go-to sources for the latest MLB and NFL news.
FREQUENCY :Social Media ranks #2 for primary information source for fans!
What we learned
Source: Sports Fans and Social Media Survey, Catalyst 2010
TRUST:Social Media ranks #5 by fans for trusted sources of information
Source: Sports Fans and Social Media Survey, Catalyst 2010
What we learned
Social media is not the only stop for fans in their information journey -Brands should use their existing equity to establish credibility across all mediums.
Implications for Marketers
2. Facebook is not the only social network used by fans
Facebook may be the 800 pound gorilla of social media, but it is by no means the only
social media destination for MLB and NFL fans.
Other social media sites, including MySpace, are still important properties to engage these fans.
• Watch and listen to highlights• Create Content• Pass along interesting and
humorous information to others
48%
• Engage with other fans• Social link sharing• Reach and Frequency
81%
•Engage with other fans• Social link sharing• Smaller cities and south
and central U.S.
40%
• Real-time information• Authentic athlete and expert engagement
35%
What we learned
Source: Sports Fans and Social Media Survey, Catalyst 2010
3. Fans primarily use social media tools after the game
While MLB and NFL fans use social media mostly after the game differences do exist based on sites and age of fans.
What we learned
• This is especially true among older fans, over half use social media tools most after the game
Source: Sports Fans and Social Media Survey, Catalyst 2010
69%Use Facebook after a game
59%fans use Facebook before a game
38%Use YouTube after a game
27%fans use YouTube before a game
Fans want to know the players better.Fans want greater insight into wants going on behind the scenes.
Fans want to hear from athletes in their authentic voice.
4. Fans want more athlete engagement
What we learned
• Over three-fourths of fans want the athletes to engage with them directly through social media– This is especially true among younger fans, who are more
interested in connecting with players through social media
• More than one-third of fans seek additional team and player insights, and “behind the scenes” content
Source: Sports Fans and Social Media Survey, Catalyst 2010
Develop new content channels -Athletes, brands and leagues need to understand the desire for consumer content and look for unique mechanisms to best channel this desire. Aggregating areas of interest, such as the young stars of MLB, could create consumer platforms.
Implications for Marketers
5. Fans that use social media to follow MLB / the NFL are more passionate and engaged fans
Social media goes beyond simply making people more interested in MLB and the NFL. Fans that engage in these
sports through social media are more passionate and engaged fans.
What we learned• More than half of fans consider themselves “bigger fans” since
they started following these sports using social media– This is even greater among younger and more affluent fans
• Social media has made fans enjoy the fan experience even more. Fans can now:
• Get more up-to-date information (68%)• Be a more knowledgeable fan (66%)• Get into more discussions (59%)
• These fans spend more time watching or following MLB and the NFL– Since they started using social media, 2/3 of fans watch more games on
TV
Source: Sports Fans and Social Media Survey, Catalyst 2010
Summary of key findings
1. Social media is increasingly being seen as a primary sports information resource, but not the most trusted one
2. Facebook is not the only social network used by fans
3. Fans primarily use social media tools after the game
4. Fans want more athlete engagement
5. Fans that use social media are more passionate and engaged fans
Thank You
For more information please checkout our website at www.catalystpublicrelations.com
Email us at [email protected]
Contact Us via LinkedIn:
Bret Werner – Managing Partner
Shripal Shah – SVP, Digital
New York • Los Angeles • Charlottewww.catalystpublicrelations.com
NOTICE
THESE MATERIALS CONTAIN* * * * * *
INFORMATION THAT IS CONFIDENTIAL AND PROPRIETARY OR PROTECTED BY US INTELLECTUAL PROPERTY LAWS
* * * * * *By participating in this presentation and reviewing the materials provided to you, youagree to be bound by the following:All of this information and materials are confidential and proprietary and shall remainthe sole property of Catalyst Public Relations, Inc. and you shall have no rights to orin such information. You shall hold such information in strict confidence. You shallnot make any disclosure of such information (including methods or concepts utilizedtherein) to anyone without the express written consent of Catalyst Public Relations,Inc.. All information herein is protected by applicable US intellectual property lawsand is owned by Catalyst Public Relations, Inc. or other third parties. No licenses orrights under any patent, copyright, or trademark are granted or are to be implied bydisclosure of these materials to you. All rights reserved.
