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How to Engage with Sports Fans: During the Game and Beyond

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How to Engage with Sports Fans: During the Game and Beyond

  1. 1. Hosted by Alli Lazarus and Lauren Johnson from ScribbleLive Digital Fan Engagement How to engage with your biggest fans during the game & beyond!
  2. 2. Your Hosts Alli Lazarus Customer Success Manager alli.lazarus@scribblelive.com Lauren Johnson Customer Success Manager lauren.johnson@scribblelive.com
  3. 3. Time for a Poll
  4. 4. Digital Sports Engagement: A Changing Fan Base
  5. 5. Digital Sports Engagement By the Numbers More than 3.5 billion people watched the 2018 Mens’ World Cup. 1 World Cup Tweets were viewed 115 billion times. 2 Source: 1. Independent UK, 2018, 2. Engadget, 2018, Image: Facebook
  6. 6. Time for a Poll
  7. 7. DURING Connect with and convert casual fans into loyal, raving fans AFTER Learn about your audience, nurture them post-event Digital Fan Engagement BEFORE Offer exclusive content by capturing events like live commentary
  8. 8. Strategic planning
  9. 9. 01 02 03 Assemble a Winning Team Who’s involved? Who will create the content? What are their roles? How will they contribute to the success of your content? Plan the Overall Fan Experience If you are targeting fans going to an event, have you discussed traffic, things to know about getting there, etc. Assess Past Performance What are some challenges your team has faced in the past and how can you prevent them from happening again? Things to Think About When Planning Make sure that those goals are clear to everyone on your team to ensure that you meet or exceed them! Clearly define the goals you are looking to achieve
  10. 10. Convert traffic to paid visitors Have visitors spend more time on site Increase unique visitors How to Define Success Establishing a goal will help to define KPIs, which will guide your content What’s your goal?
  11. 11. 01 02 03 Work sponsorship opportunities into content you are already creating Focus on innovative ways to highlight sponsors! Use special content to add value to premium readers Keep high interest content, such as exclusive chats or live event coverage, behind a subscription paywall to promote conversion. Share the metrics you have collected from previous event coverage with your sales team. Make the Most of Your Content through Monetization
  12. 12. Before the game Strategic planning
  13. 13. 01 02 03 Spread the word Now is the time to let fans know what time they can tune in for your coverage. Capture lesser-covered events Summarizing or transcribing pre-game interviews with athletes, experts, and journalists will get your fans excited. Before the Game: Set the Stage for the Big Event Share your social media Are you capturing pictures and comments from fans? Let fans know how they can be a part. Increase User Engagement Minutes
  14. 14. “In an increasingly competitive digital media marketplace, audiences want accurate news and expert analysis as quickly as possible. Readers will not wait around for publishers to catch up, and that makes live blogs a key component of the Evening Standard’s continued success for news and sport. Using ScribbleLive means that beyond our coverage of major sporting events, we can break news as quickly as possible – with our transfer blogs a particular success story – and diversify our coverage, allowing our team to efficiently provide the latest updates from multiple locations across the globe.” Tom Doyle, Online Match Editor, Evening Standard Before the Game: Define Success
  15. 15. Before the game During the game Strategic planning
  16. 16. 01 02 03 Highlight the fans Creating a hashtag is a great way to connect with fans cheering on your team both at the game and all over the world. Keep it Local! Find ways to tie large international events back to a local level. During the Game: Build a Community Entice fans to come back all season long Provide engaging content that will drive fans to feel like like they are a part of a community they can count on every week. Convert everyday fans into loyal viewers
  17. 17. 01 02 03 During the Game: Play By Play Serve as a trusted resource Whether your readers are second screen viewers or those who are unable to cover the match, offering a play-by play will boost your credibility as a valued voice. Increase time on page Kick this KPI up a notch by offering your readers a compelling reason to spend time on your site. Vary the content you offer Offer your journalists’ own voices and incorporate official images, social media posts and info to enhance the fan experience. Increase repeat visitors
  18. 18. Before the game During the game After the game Strategic planning
  19. 19. After the Game: Provide Expert Insight Leverage the team you have around you Bring the fan experience full circle by offering insight that they can’t get during a live event Fans are always looking for insider interaction with their favorite teams “Fans want to be closer to the action, to the athletes, to the stats and to the most revealing camera angles. They want the insider’s view. As a result, generating constant, captivating, exclusive content has become a modern marketer’s priority.” Suzy Bashford, Campaign Live UK Source: Campaign Live Drive traffic to your page and provide premium content to your readers
  20. 20. After the Game: Evergreen Content Use fewer resources by being ‘always on’ Provide a thoughtful recap after large events Offer a different perspective on lesser-known topics Increase time on page
  21. 21. Find What Works Create Evergreen Content Monetize It Build a Loyal Base Expand Upon It Spotlight on Photo by: Ben Swanson/ DenverBroncos.com
  22. 22. Don’t Forget! It’s never too early, or too late, to drive fan engagement. The beginning of the season is the perfect time to start mapping out your strategy Create actionable content goals and set your team up for success with measurable KPIs that will directly impact your bottom line Fans are getting creative so you should too! Use different avenues for your content - including play-by-plays, unique coverage times and evergreen content
  23. 23. Any Questions?
  24. 24. Alli Lazarus Customer Success Manager alli.lazarus@scribblelive.com Lauren Johnson Customer Success Manager lauren.johnson@scribblelive.com
  25. 25. The New Era of Digital Fan Engagement Visit scribblelive.com/resources to download.

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