Throw the Right Punch with Influencer Marketing
•
2 gostaram•418 visualizações
The UFC used fan segmentation to tailor their marketing strategies by identifying different audience groups based on their level of involvement with UFC, including fringe fans who are in it for the social aspect, casual fans who come and go for big personalities, and hardcore fans who attend events and watch everything. They pushed different content to each segment, such as appealing to the social aspect for fringe fans and engaging casual fans around personalities. Analyzing engagement and ticket sales results showed that this approach drove more event sales and turnout as fringe fans became more engaged and moved up through the fan funnel.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (13)
Destaque
Destaque (20)
Semelhante a Throw the Right Punch with Influencer Marketing
Semelhante a Throw the Right Punch with Influencer Marketing (20)
Mais de Insightpool, the Influencer Marketing Platform
Mais de Insightpool, the Influencer Marketing Platform (6)
Último
Último (20)
Throw the Right Punch with Influencer Marketing
- 2. 2 #AGEOFINFLUENCE Host Devon Wijesinghe @Devon Wijesinghe CEO at Insightpool Shanda Maloney @shanda Social & Digital Consultant Guest Speaker
- 4. 4 #AGEOFINFLUENCE “One Size Fits All” WRONG. Not every fan experience is the same.
- 5. 5 #AGEOFINFLUENCE #1 Identify Different Audience Groups Segmented audiences to tailor marketing strategies Went beyond demographics to group fans based on their level of involvement in UFC Research, Research, Research
- 6. 6 #AGEOFINFLUENCE #2 Segment By Brand Awareness Fringe In it for the social aspect Mostly watching with friends at home and in bars Casual Come and go with big names Rally around certain personalities (Ronda Rousey, Jordan M. Peters) Hardcore Attend events Watch everything
- 7. 7 #AGEOFINFLUENCE #3 Push Content To Those Segments Fringe Appeal to social aspect and sense of FOMO Casual Engage fans with content and events around big personalities (Ronda Rousey, Jordan M. Peters) Hardcore Provide stats, records Use Content Results to Determine Paid Ads
- 8. 8 #AGEOFINFLUENCE Ticket Sales: Engagement drove event sales and turnout #4 Analyze Results Engagement: Ripple effect - more people talk, more people interested = started using Insightpool = when Shanda started
- 9. 9 #AGEOFINFLUENCE #4 Analyze Results Move Fans Through Funnel Turn Fringe fans into Hardcore fans
- 10. 10 #AGEOFINFLUENCE Tiers of Multi-Channel -- What Works Best for UFC? Everyday engagement Can work in different personalities to create unique content Visual storytelling leading up to an event, allows “behind the scenes” access Live engagement with live tweeting of events
- 12. 12 #AGEOFINFLUENCE Volume & Engagement Influence Hyper Influencers Journalists/Media Power Influencers Channel Partners Micro-Influencers Brand Advocates Current Customers Citizen Influencers 46K 1.6M 254K 32K 5K 30K 1K 33K Influencer Social Landscape
- 15. 15 #AGEOFINFLUENCE How Did UFC Approach External Influencers? Look beyond your hashtags and mentions to see who is really talking about your brand Followers who talked about UFC on social Followers who didn’t talk about UFC on social Group Into Segments:
- 16. 16 #AGEOFINFLUENCE Celebrity Influencers Use social to start conversation
- 18. 18 #AGEOFINFLUENCE Keeping Influencer Relationships Authentic #AGEOFINFLUENCE
- 19. 19 #AGEOFINFLUENCE Authenticity How did UFC keep relationships with Demi Lovato and other influencers authentic? ● Chose influencers that were already interested in UFC ● Created shared value through mutual excitement ● Gave access to free promo codes, subscriptions of FightPass to further relationships - but didn’t pay
- 20. 20 #AGEOFINFLUENCE Paid v. Earned Influence “Tap into their existing passion point. Find people who are authentically excited about that fandom.”