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An analysis of Twitter's impact on Major League Baseball
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An analysis of Twitter’s impact on Major League Baseball
Chelsee Moe | Brett Mellon | Chase Holmes | Jordan Bruce | Amanda Bercovitch
Twitter Statistics• Over 650 Million users
• Over 140,000 new users per day
• Over 58 Million Tweets per day
• Over 115 Million monthly users
• 40% of users do not tweet
• 2013 advertising revenue: $405,000,000
Statistics provided by eMarketer
Key Content Creators• Celebrities• Musicians• News Sources• Politicians• Humor Accounts• Fun Facts• Brands• Miscellaneous • Sports teams
Twitter in Sports• Live sports, live tweeting
• Allows out-of-market fans to join in on the conversation
• Player accounts create more “personal” relationships
• League accounts can use large following to increase interest in certain teams (small market)
• Mobile users very active while attending games
Top Sports Twitter Accounts
MLB Twitter Accounts• MLB +30 Team Accounts• Over 11 Million total followers• Over 100,000 Tweets
Different Types of Posts• In-Game updates
• Tickets
• Promotional/Sponsorship
• Photos
• Retweet player accounts
• Fan InitiativesSocial Initiatives Handouts*
Effectiveness• Different from traditional advertising
• Less direct revenue, increased qualitative value
• Retweets and engagement increase reach
• New look at CPM model, CPE introduced
• Tracking and aggregation #works
Effectiveness Handouts*
Group Tweet Example
• Low activity Twitter users, below average followings• Still over 400 impressions• Followers more likely to have similar interests
The Impact of a Popular Tweet• Average Twitter user
has 208 followers
• Users who Retweet have a much higher average
• Many Tweets getting over 1 Million natural impressions, high engagement
Correlation to eSociety 211• “Prior to the Internet, when we talked about media, we
were talking about two different things: broadcast media and communication media. Broadcast media was like a megaphone, amplifying a one-way message from one sender to many receivers” (Shirky 86)
• Cost effective for advertisers
• Better user experience for consumers/viewers
Traditional Advertising• Print Ads• Billboards• Radio• Television• Product Placement
Twitter “Advertising”• Campaigns that have organic appeal• Brand association• Indirect, less invasive
Analysis• More impact than traditional advertising
• Abstract value, qualitative and quantitative impact
• Personal impact meets high volume advertising
• Allows for niche branding and sponsorship
• High growth rate
“Now that’s good TW”
Why Twitter?• Efficient tracking and research
• Data Analytics
• Aggregation
• #Hashtags
• Immediate feedback
• Click through ratios, more in depth metrics via Twitter HQ
Using Feedback to Create Content
Exquisite Corpse: painting a clear picture via Twitter
• Use tags, key words, to track conversation in real-time
• Understand the different ways in which fans engage
• Organize posts by genre, effectiveness, revenue
MLB’s SM Future• Extremely high growth
• Average over 250,000 new users per month (full year)
• Exclusive sponsorship, avoid over advertising
• Strengthen cross-league relationships, player loyalty
• Maintain team loyalty while increasing viewership
Social Growth Handouts*
Conclusion• Engagement
• Efficiency
• Exponential growth
• Avoid over advertising
• Maintain tradition through innovation
Thank You
Chelsee Moe | Brett Mellon | Chase Holmes | Jordan Bruce | Amanda Bercovitch