Monetising Fan Engagement from Sponsorships and Sports Events

Monetising Social Media Fan Engagement for Sponsorships and Events.

Live Tweets have changed the rules of the game

Do you recognize the level of engagement with your brand at Sporting events?

Apart from brand awareness, how can you be sure you are capturing what fans are really saying about your brand?

By understanding live social media engagement, future sponsorships investments can be better allocated.

Our approach is based on Stance-Shift Analysis

1. Uses the Social Media conversations about your Brand as input

2. Applies linguistic principles of sentiment and tonality to uncover the deep subtleties of what’s said during live events.

3. Converts the conversations into a quantitative metric called the Semantic Engagement Index (SEITM)

We use Linguistics to uncover what is really meant

We use Linguistics to uncover what is really meant

The SEITM measures the degree to which fans are engaged with the sports and sponsors, as it transpires through the

language used on social media.

The SEITM shows superior correlations to brand sales compared with off the shelf sentiment metrics

82.9%

14.8%

9.9%

7.7%

5.9%

2.8%

-3.2%

-20% 0% 20% 40% 60% 80% 100%

SEMANTIC ENGAGEMENT INDEX POS/NEG RATIO

METRIC 5 POS/NEG RATIO






Comparison of correlation to sales for the SEI TM versus the six leading sentiment metrics

5

The SEI TM performs better than other off

the shelf sentiment metrics only because

we take into account the nuances in

language which is altogether different from

volume based approaches.

Client Case: Monetising Sponsorship via SEITM

• Client invested 65% of its marketing budget into sports sponsorships – Traditional marketing mix models treat these as dummy variables and measure only the

sponsorship tagged media.

• ROI was negative and the credibility of these estimates were suspect.

• Our approach was to leverage SEITM measurement of the sponsorships, a true indication of how consumers were emotionally and personally engaged with these sports as fans. The SEI measures the fan engagement or “passion” towards the sponsorship property or sport.

• Results found a much more robust and positive ROI estimate, with clearer focus on resource allocation. Using the SEITM is a much more effective way of translating fan engagement with the true ROI measure of the property.

• Brand growth accelerated from +3% to +9% the following year.

SEITM to assess ROI of sports Sponsorships

Sponsorships generated 13% of sales, but sponsorship media only accounted for 1% of sales.

Our approach of using SEITM engagement to measure sponsorship yields a significantly greater impact that traditional approaches of only measuring

sponsor-tagged advertising. 7

Alpha’s primary opportunity is to invest more in high yield (ROI), high growth properties, especially NFL Football, in order to maximize brand growth in the

coming year.

Investment decision matrix to guide future

allocations.

Michael Wolfe CEO Bottom Line Analytics E: [email protected] M: 770.485.0270 www.bottomlineanalytics.com

Masood Akhtar Partner, Analytics (EMEA) Bottom Line Analytics E: [email protected] M: +44 7970 789 663 www.bottomlineanalytics.com

David Weinberger CMO Bottom Line Analytics E: [email protected] M: 770.649.0472 www.bottomlineanalytics.com

Simon Brock Client Services Director Bottom Line Analytics E: [email protected] M: +44 (0) 7824 305325 www.bottomlineanalytics.com

London & EMEA USA

Monetising Fan Engagement from Sponsorships and Sports Events

Business

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