#137 Two essential social media secrets for sports organizations

Sports CDP Crash Course - Data Talks

Hello and welcome to another episode of "Sports CDP Crash Course." I'm your host, Lorraine Moalosi, and today we're unveiling two secret tricks that successful sports organisations are using to fully leverage the power of social media. These secrets are game-changers and can set your organisation apart from others.

There are many different metrics sports organisations use to measure the success of social media posts and campaigns. Some consider followers, likes, or shares to be the most important metrics to follow on social media. While these are great metrics if that's what you're focusing on other metrics that we at Data Talks focus more on include the actions that the supporters take after seeing your post. Actions such as buying tickets because they saw a post from your sports organisation asking them to buy tickets for an upcoming game or to buy merchandise so that they can wear the club's colors to the upcoming match that they have already purchased tickets for.

Of course, not everything is about money or revenue. However, every business, sports organizations being no exception, wants to make as much revenue as possible while also ensuring that it's giving its customers, supporters in our context, the best experience. That's what our vision for the sports industry is. We want in the business of making sure that Sports organizations understand that they can create sustainable Revenue by thriving or rather by exceeding fan expectations and so there are two tricks that successful Sports organizations used to fully Leverage The Power of social media and that's what we're going to discuss in today's episode.

1. Converting Social Media Followers into Known Contacts Using Gamification

Let's start with the first secret: converting social media followers into known contacts using gamification. Think about all the followers you have on platforms like Instagram, Twitter, and Facebook. While it's great to have a large following, these followers are just numbers until you convert them into known contacts. This is where gamification comes in.

One effective method is through score prediction games. Fans predict the scores of upcoming matches, and in return, they provide their contact details to participate. Another fun approach is the "Wheel of Fortune" campaign, where fans can spin a virtual wheel for a chance to win prizes, again in exchange for their contact information.

Now, let's explore why this sets successful sports organisations apart.

Benefit 1: Enhanced Fan Engagement

Firstly, gamification significantly boosts fan engagement. When fans participate in games like score predictions or wheel spins, they become more involved with the team. This interactive approach keeps them excited and invested in the outcomes of matches, fostering a deeper connection with the organisation.

Benefit 2: Building a Rich Contact Database

Secondly, these gamification strategies help you build a rich contact database. Converting followers into known contacts means you now have valuable data like email addresses and phone numbers. This data is gold for your marketing efforts, allowing you to reach out directly with personalised offers and updates.

Benefit 3: Increased Loyalty and Retention

Lastly, gamification increases fan loyalty and retention. When fans feel like they are part of the action, they are more likely to stay loyal to the team. They enjoy the thrill of participation and are more likely to attend games, purchase merchandise, and renew season tickets.

Using a Sports CDP to Find Lookalike Audiences on Advertising Platforms

Now, onto our second secret: using a sports CDP to find lookalike audiences on advertising platforms like Facebook Ads and Google Ads. A CDP collects and organises data from various sources, giving you a comprehensive view of your fans. This data can be used to create lookalike audiences, which are groups of people who share similar characteristics with your existing fans.

Here’s why this sets successful sports organisations apart.

Benefit 1: Targeted Advertising

Firstly, targeted advertising becomes incredibly precise. By using a CDP to identify lookalike audiences, your ads reach people who are more likely to be interested in your team. This precision ensures that your marketing budget is spent effectively, maximising your return on investment.

Benefit 2: Higher Conversion Rates

Secondly, higher conversion rates are almost guaranteed. When your ads reach people who resemble your current fans, the chances of them engaging and converting are much higher. Whether it's purchasing tickets, subscribing to newsletters, or following your social media channels, these lookalike audiences are more likely to take action.

Benefit 3: Expanding Your Fan Base

Lastly, using a CDP to find lookalike audiences helps in expanding your fan base. You’re not just reaching random people; you’re targeting those who have a higher propensity to become loyal fans. This strategic approach steadily grows your fan community, ensuring long-term growth and stability for your organisation.

So, there you have it—two secret tricks that successful sports organisations are using to fully leverage the power of social media. Converting social media followers into known contacts through gamification and using a sports CDP to find lookalike audiences on advertising platforms can set your organisation apart, boosting engagement, building a valuable contact database, increasing loyalty, ensuring precise targeted advertising, and expanding your fan base.

Thank you for tuning into this episode of "Sports CDP Crash Course." I hope you found these insights valuable and are ready to implement these strategies in your organisation. Don’t forget to subscribe and leave a review if you enjoyed the show. I'm Lorraine Moalosi, and I’ll catch you in the next episode!