1. BOSTON RED SOX DIGITAL MARKETING AUDIT ASHLEY ANDERSON
SPRING 2015
2. TODAYS LINEUP Digital Strategy Official Website Facebook
Twitter Instagram Apps MLB Shop Stamp & Share App
Recommendation Digital Marketing Letter Grade Best Practices:
Engaging a Distributed Fan Base
3. DIGITAL STRATEGY Keeping Red Sox Tradition Targeting
families and adults Strategies focus on creating emotional ties
with the Red Sox which will in turn result in regular outings to
the game and increased season ticket purchases. Digital Marketing
Goals: Increase brand awareness of history and tradition Gain
market share of the fans and gather market data Increase page views
and purchases of tickets and merchandise Source:
http://newmediadl.cas.msu.edu/homework/1002/104907
4. THE OFFICIAL SITE OF THE BOSTON RED SOX Fully-integrated
website Scores Promotions MLB TV call-to-action Tickets, suites,
& hospitality Social media dashboard Videos Red Sox branded ads
Strength: Provides multiple touch points for fans to interact with
team/brand. Everythings in one place. Weakness: Somewhat cluttered.
A little overwhelming.
5. FACEBOOK 4.9 million likes Integrated Tickets App Connects
with fans about team history, provides game updates, promotes game
attendance and online contests Strength: Every post contains a
video or photo, which keeps posts relevant and interactive.
Weakness: Lacks direct brand- to-fan engagement.
6. TWITTER 1.04 million followers Provides live game updates
using the same colorful language as baseball radio broadcasters
Consistent brand messaging with hashtags: #RedSox #RedSoxNation
#HighFiveCity Strengths: Engages with fans in a timely and friendly
manner. Weakness: Could ask more open-ended questions to encourage
conversation
7. INSTAGRAM 429,000 followers Instagram posts celebrate the
sport, the players, and Fenway Park Strength: Taps into calendar of
events to ensure relevance year round: Spring Training, Winter
Weekend, The Gift of Sox, Truck Day, etc. Weakness: Doesnt utilize
repost app to share fan photos, which would boost 1:1 engagement.
Should change their photo to Red Sox logo to match their other
social media sites.
8. BALLPARK APP Official MLB Ballpark App Offers: Mobile
check-in Social media Offers Rewards Player and team music
Exclusive content Strength: Extremely easy to navigate. A to Z
Guide provides quick reference for Fenway accommodations and
general Red Sox questions. Weakness: Only relevant to fans who live
near team and actually attend games.
9. AT BAT APP Access to scores, player stats, standings,
roster, coaches, and transactions. Links to tickets, pro shop, and
social media accounts Strength: Provides customized, exclusive
content for diehard fans. Weakness: Most of this information can be
found elsewhere. Its a free app, but they want you purchase a
monthly or season subscription ($2.99 or $19.99) in order to access
exclusive content.
10. MLB SHOP Official Online Shop of the Boston Red Sox:
Jerseys Apparel and Hats Throwback Merchandise Authentics Shop Home
& Office DVD & Books Capitalizes on emotional ties to
brand. Theres something for everyone.
11. STAMP & SHARE APP RECOMMENDATION Create official Boston
Red Sox app that fans will want to download in order to stamp
photos and share on social media. Examples: TEDxPortland Perfect
App and Nike+ Training Club App Offer a variety of stamps to choose
from. Ex: Socks, B, Fenway Park logo, etc. Provides fans with added
incentive to share photos of team/brand/property, which generates
more brand awareness and keeps history alive. Sources:
https://itunes.apple.com/us/app/pdx-perfect/id797151717?mt=8
http://news.nike.com/news/new-nike-training-club-app-update-inspires-athletes-for-
the-new-year
12. DIGITAL MARKETING LETTER GRADE: A- Home Run: Consistent
brand messaging on all digital platforms: Website, Ball Park App,
MLB Shop, etc. Shares lots of great content relating to their rich
history Batting Practice: Needs to invest more time in 1:1 fan
engagement on Twitter and Facebook Utilize repost app and change
Instagram profile picture
13. BEST PRACTICES: ENGAGING A DISTRIBUTED FAN BASE Fan base of
team doesnt stop at city limits Using social media to engage fans
worldwide helps brand discover influencers that diffuse content to
disparate fan groups Engaging fans on social media also helps
extent brand awareness and uncover emerging and under- served fan
communities. Source:
http://datascience.berkeley.edu/data-baseball-fan-engagement/
