Anjuli Bedi, Associate Director, Analytics and Psychometric Analysis, Edelman Presented 'Building Brand Fandom – How to Maximise the Sponsorship Dollar'

1. BUILDING BRAND
FANDOM
A N J U L I B E D I , E D E L M A N P R E D I C T I V E I N T E L L I G E N C E C E N T R E

2. STAYING AHEAD OF THE
TRANSFORMATION CURVE
W ith new p la tf orm s, cha nnels a nd content, it is increa singly
dif f icult f o r la r ge m edia co m p a nies to keep up w ith a n
ev o lv ing m edia la ndsca p e – w hile still trying to keep a nd grow
th eir a udiences.
L E A R N M O R E

3. THE CUSTOMER JOURNEY HAS CHANGED
L E A R N M O R E

4. BRANDS ARE SPENDING
UNPRECENTED DOLLARS
ON SPONSORSHIPS
H O W A R E Y O U M E A S U R I N G Y O U R R O I ?
W H O A R E Y O U M A R K E T I N G T O ?

5. THE SCIENCE OF FANDOM

6. WHY
PSYCHOMETRICS?
T R AD IT IO N AL AP P R O AC H E S T O C US T O M E R S E G M E N T AT IO N AN D
J O UR N EY MAP P IN G AR E T YP IC ALLY BAS ED O N DEMO G R AP H IC S
O R P R IMAR Y DAT A.
While this might tell you what fans are doing now, they won’t
tell you what they will do – and the conscious and subconscious
reasons why they do it.

7. THE BIG FIVE
A psychometric approach allows us to understand
the psychology, behaviours and motivations of
fans towards the sport and the brand. Through
this, brands can paint a genuine picture of fans
and provide a powerful way to engage different
fan segments at various stages of the fan journey.
THE BIG
FIVE
Cooperative, empathetic, kind, affectionate
and enjoy helping other people.
Cooperative, empathetic, kind,
affectionate and enjoy helping
other people.
Open to new ideas and
experiences. These people tend
to have a broad range of
interests, an adventurous spirit,
and high levels of creativity.
Very thoughtful, impulse control,
mindful of details, high social
awareness and goal-
oriented.
Sociable, outgoing and emotionally
expressive. They tend to gain energy
in social situations.
AGREEABLENESS
EXTRAVERSION
CONSCIENTIOUSNESS
NEUROTICISM
OPENNESS

8. WHAT DEFINES A FAN?
HOW DO WE CREATE
FANS?
Fans identify with and feel a sense of belonging to a subculture
(fandom). That sense of belonging shapes their behaviour.
They are often the strongest influencers and activists within a fandom
with activities ranging from organising events to producing content.

9. MEASURING FAN PERSONAS AND THEIR
CORRESPONDING BEHAVIOURS
U N D E R S T A N D I N G T Y P E S O F F A N S A N D H O W T H E Y E X P R E S S T H E I R F A N D O M T O I D E N T I F Y S U P E R F A N S
I M M E R S I O N
S O C I A L
C O N N E C T I O N P R I D E
I D E N T I F I C A T I O N E N T E R T A I N M E N T P L A Y

10. DEFINING FAN STAGES
W H A T D O E S I T T A K E T O B U I L D A F A N ?
D I S C O V E R Y
The consumer is exposed to the brand
C O N S U M E R
The consumer becomes a consumer through
purchasing the product or consuming content
E X P L O R A T I O N
The consumer actively evaluates the brand

11. F A N
The consumer’s association with the brand becomes part of their identity
and life
E N T H U S I A S T
The consumer has repeated exposure to the brand and
becomes an advocate online and offline

12. HOW IT WORKS
TEXT
CLASSIFICATION
MACHINE LEARNING
TECHNIQUES
OUTPUTS
• Personas, reports, analysis,
etc
SVMs
• Natural language processing
• Random Forest
• Neural Networks
Decision Trees Naïve Bayes
Regression
• LIWC for emotion and sentiment
classification
• Keywords mapped to each type of risk
in our risk model
• Company-specific keywords
Tweets Facebook likes and
comments
Forums Open text,
blogs
Financial dataReports
Existing client
data
And more…
DATA SOURCES

13. WORLD CUP
FOOTBALL FANS

14. USING PSYCHOMETRIC PERSONAS TO DRIVE
ENGAGEMENT
U N D E R S T A N D I N G N E W B E H A V I O U R S A T P L A Y

15. ACHIEVING A BETTER RETURN ON
MARKETING INVESTMENT
D A T A O U T P U T S
Analysed reports developed and
delivered by the Edelman
Predictive Intelligence Centre
C H A N N E L S T R A T E G Y
M E S S A G I N G S T R A T E G Y
I N F L U E N C E R S T R A T E G Y
C O N T E N T S T R A T E G Y
Content development + production
will be informed by channel +
messaging strategy
Paid, Owned and Earned channels selected to reach
profiles will be determined from the data outputs
Data will determine the communication messages that are most
effective across channels for different fan segmentations
Data will inform valuable influencers that will deliver the
key messages to the right profiles identified

16. 3 KEY TAKEAWAYS
REALLY GET TO KNOW YOUR AUDIENCE
GIVE THEM CONTENT THAT THEY WANT, ON THE CHANNELS
THEY ARE ON, THROUGH THE PEOPLE THEY TRUST
UNDERSTAND WHAT APPEALS TO THEM

17. THANK YOU
CONTACT: anjuli.bedi@edelman.com