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Social Success Stories Marketing Lessons from Industry Leaders Leading Sports Facebook Brand: NBA (cont.) Social Content Approach • Updates: The NBA features a lot of game clips, stats and action shots – and rightfully so. Fans can relive favorite moments, discuss their favorite games and dispute the outcomes. The post (shown) that announced the Oklahoma City Thunder’s advancement to the NBA Finals had over 15,000 ‘Likes’ and comments. • Polls: The NBA frequently solicits the opinion of its viewers. This poll (shown) in anticipation of the Eastern Conference winner totaled over 30,000 votes. Giveaway:s:/Contes:ts: The NBA hosts regular contests in partnership with sponsors. A contest in early June awarded one fan a trip to the 2013 All-Star Game. In order to enter the contests, fans must share their contact information and opt-in to receive NBA-related emails. Webs:ite Integration The NBA is all about integrating social media activity in real time. Aside from the typical embedded Twitter feed, their website lists the Top Ten Trending Players with real-time analytics on total mentions across the social web per hour. LeBron James is number one with 2,015 mentions per hour and 1,629,734 total mentions at the time of this paper’s publication. In addition, a dedicated section of the NBA website, the Social Spotlight, brings fans real time tweets from leading sports analysts, columnists and bloggers. Additionally, on each player page, a visitor has the option to ‘Like’ the page on Facebook. Their various blogs connect with Facebook, Twitter and Google+ with typical social sharing buttons. The NBA photo gallery connects with Twitter for social sharing. How Social Leads: to Revenue A more engaged social audience is more likely to watch NBA games. More viewers increase the NBA’s leverage and allow them to command more money for broadcasting rights. Additionally, the NBA does have a Shop NBA Facebook tab for direct sales through social. 12
PROFILE ELEMENTS CONTENT Social Success Stories Marketing Lessons from Industry Leaders Leading Sports Twitter Brand: ESPN Followers: 4,352,450 Following 335 — consisting of mainly ESPN employees, reporters and players. Background At publication, ESPN’s background is an image of a NBA court, in support of the NBA Finals with their logo as the profile image. ESPN’s Twitter and TV strategy aren’t terribly dissimilar. Their goal is to bring their followers all sports news all the time. As a sport-agnostic channel, users see updates on everything from pro-hockey games to the national spelling bee championship. Frequency: Between 5-15 original Tweets per day, not including retweets. Ratio of Pos:ts: to Replies: ESPN does not respond to anyone. They do, however, retweet their fans. ESPN posts roughly 10-15 retweets per day. Frequently: dis:cus:s:ed topics: include • Stats/Articles. ESPN posts news stories and game stats with regularity – that’s what their followers care most about. • Photos: ESPN brings their Twitter channel to life by adding pictures to relevant tweets. • Videos & Live Streams: ESPN shares videos of games and makes live streams available on their website. • Live Tweeting: For big games, like Game 7 of the NBA Eastern Conference finals, ESPN live tweets to keep the excitement level high. • Affiliated Content: ESPN regularly relies on affiliated ESPN-partners, be that ESPN reporters and niche ESPN-accounts to bolster their social stream. 13
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