1. An analysis of Twitter’s impact on
Major League Baseball
Chelsee Moe | Brett Mellon | Chase Holmes | Jordan Bruce | Amanda Bercovitch
2. 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
4. 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
7. MLB Twitter Accounts
• MLB +30 Team Accounts
• Over 11 Million total followers
• Over 100,000 Tweets
8. Different Types of Posts
• In-Game updates
• Tickets
• Promotional/Sponsorship
• Photos
• Retweet player accounts
• Fan Initiatives
Social Initiatives Handouts*
9. 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*
10. Group Tweet Example
• Low activity Twitter users, below average followings
• Still over 400 impressions
• Followers more likely to have similar interests
11. 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
12. 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
16. 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
18. Why Twitter?
• Efficient tracking and research
• Data Analytics
• Aggregation
• #Hashtags
• Immediate feedback
• Click through ratios, more in depth metrics via Twitter HQ
19. 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
20. 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*
