Social media has to wear a lot of hats. For a sports team, they have to learn a lot of positions, if you will. Social media is marketing and fan development. It’s communications, community, customer service, entertainment, partnership marketing, and it’s the most visible and powerful manifestation of the brand.
Many may sum up social media with metrics like engagements, views, reach, taps, clicks, and swipe-ups. But while those numbers can signal the success of tactics, strategic objectives sound more like those important to the business — customer development and acquisition (attracting fans, growing the database), customer retention and user experience, brand awareness and sentiment, and, ultimately, making money.
“I think the most successful social media teams are thinking about revenue every single day,” said Marissa Mast, Vice President of Social Media and Brand Strategy for the Arizona Coyotes NHL club. “I came in with a journalism background, storytelling was my passion. Over the years I’ve spent a lot more time learning about how do we bring in revenue on social media? How can we continue to grow there? And think about different ways to really meet the team goals.”
The pathways to reach those goals can be complex, but goals themselves can be clear. They want to create more fans from all walks of life, drive attendance, enhance love for the brand, and produce value for sponsors. With this (admittedly oversimplified) list of objectives in mind, it was enlightening to hear from Mast, now in her sixth season with the hockey team, walk through many of the ways her team attacks their goals. Mast told me about the team’s recent investment in influencer marketing, which includes working with local and national celebrities or influencers and typically having them attend a game. The goal of the influencer marketing tactic is not tied to those social media metrics like double-taps and video views; it’s about activating fandom. About showing different audiences what it’s like to be a Coyotes hockey fan.
“A big push for us in recent years has been influencer marketing. And having people showcase what it is like at a Coyotes game because we all know hockey on TV and hockey live are just two very different experiences,” said Mast, who worked for E! Online and NBC’s Olympics coverage before coming to the Coyotes. “So for us it’s all about if somebody is not physically in our arena, how do we bring them?
“I think a big part of our strategy has been more the micro-influencer, who lives in Arizona, talks to people who live in the Phoenix area all day long. And having them showcase what a game day is like and why people should want to come to a game or should want to buy the cute beanie — all those elements that can go into it. Not just showcasing the game, but we love when they show the food options, the drink options, what they did before the game, what they decided to wear.”
There are thousands of different experiences and perspectives at every pro sports game. When teams can showcase and amplify those diverse points of view, the different people and ways to relate to the excitement and value of going to a game — that’s inviting, reaching, and bringing in new fans.
Fan development and growth. Marketing the game experience. Check and check. Mast and the Coyotes know they’re more than a hockey team and more than an entertainment option. The team can bring together Arizona like no other businesses can. So it’s vital for Mast and her team to appreciate that they’re stewards for a brand that can and does mean a lot to a lot of people. The Coyotes need to be a brand people can be proud of, want to support, and one to which they feel a familial connection. That’s a heck of a responsibility and an essential objective.
“We really want to be a brand with a purpose,” said Mast. “We want to showcase how much we are giving back to the community and really how important sports are to the fabric of the community. (It’s) so much more than just ticket sales and a game day. It really is, I think, a huge part of the culture of a city.”
In order to achieve all of these goals and help fans fall in love with the club, the players, and the brand, teams have to earn attention. Because of this mandate, social media staff for sports organizations often have to think like companies that make their living off earning attention. It’s why the kind of content sports teams produce often bears resemblance to Netflix, Hollywood, and TV networks. Stories are currency and are inherent to the unpredictable nature of the season. But when teams have programming and content that fans will want to consume regardless of the team’s record, the success of their strategy is not as contingent on the elements ‘wingagement’ (credit to Mast for that term!). And, just like media companies, there arises opportunities to monetize quality content. Entertain fans, help fans fall in love with the players and team, and drive revenue through partnerships. That’s a tic-tac-toe beauty of a goal right there.
“We’ve always taken the approach that we don’t need to rely on wins to have ‘good’ social media. I think at the end of the day that we’ve had that (mindset) for so many years,” says Mast. “(Because) we’ve been able to think creatively and think like a media company or an entertainment company, we’ve been able to do things like ‘The Bachelor Report’ or ‘Home Trippin’…That’s allowed us to entertain fans and…give people a reason to follow us besides just in-game action.
“From there, we were then able to pitch it to White Claw and White Claw loved that it skewed female. It was this perfect success story of creating great content and then bringing in a sponsor and then bringing in revenue.”
It’s true that social media was once left to entry-level employees or interns (I was one of them way back when). But those days are long gone. Social media is the most powerful lever brands, sports or otherwise, have their disposal. Hearts and minds are captured on social media, brands are manifested and felt, and the ingredients of business strategy come together on social media. Social media has grown into an adult, and the organizations that fully embrace and activate its capabilities will come out on top.
As a new year begins, there will be no shortage of prognostications, trends, and visions in the social media world. Some (though increasingly fewer) industries take years to evolve, but in social media, seismic change can happen overnight. While the social networks evolve, the packaging looks different, and the surface-level behaviors may alter, they are all tied to principles of intrinsic human nature that pale any platforms.
So, before you jump on the next emerging social media trend or network, consider what behavior, what natural human want or need is being activated or exploited. Here are 7 ideas that form the roots of so much of what we have seen, continue to see, and will see in what takes off in social media.
1. People want to be seen and heard
Look at the trends emerging in platforms today. Twitch has made streaming more interactive than ever, and users are even paying for premium emotes to ensure their favorite streamers notice them. Meanwhile, the greatest thrill continues to be appearing on the video board at an arena or stadium. The only thing that can come close to equaling the hormone hit for a fan is getting a reply, retweet, or DM from their favorite team or athlete. The individual that has their question responded to in an Instagram Q&A, or whose comment leads to the team posting a specific photo from the pregame warmup, or whose video gets reposted by the team — all help fulfill that fan desire to be seen and be heard.
At a deeper level, people want to know they’re seen and heard in bigger decisions. It may be polling fans on the littlest of decisions or taking into account their collective thoughts on a highly visible or significant decision. Even the appearance of fans being seen and heard can yield considerable cachet. If more fans are feeling seen and heard, you’re doing something right. Embrace this idea going forward and always think about elements of engagement that make fans feel like someone’s paying attention to them out there.
2. People want to feel connected to others
Several months without large gatherings only reinforced this human need. But it goes beyond simply being around other people. It’s about shared experience, yes, but also shared emotion and shared interests. And, to conjure back the previous point, to know somebody else out there sees or hears them. How else could so many of us (myself included) have survived 2020 without painful feelings of loneliness? Social media lends that feeling, however real or artificial it may be, of connection. It’s why it’s difficult to enjoy a sporting event, a piece of social media content, or any moment at all unless there is someone to share it with.
A lot of times in social media, especially in sports, the primary source of content and attention is front and center. And while it’s fun to watch the Verzuz showdowns, for example, it’s even more fun to feel connected to so many others that experienced it or are watching it alongside you live (digitally). How can we continue to uncover new ways to drive human connections in 2021 and the years to come? As social platforms keep evolving, keep in mind this why and less about the shiny new toys and the ‘what.’
3. They like to feel anticipation and reward
As social networks, most notably TikTok, prioritized video completions to help inform their ‘For You’ algorithm, many creators realized they could leverage our human enjoyment of surprise. The chemical and hormone-induced excitement of uncertainty, suspense, and anticipating a denouement is enthralling. It’s one of the many reasons we love sports and the unpredictable, tension-laden action. It’s why, for years, movies and TV shows have made us wonder what’s around the corner. And it’s reinforced by comedians working their way up to a punch line as the audience holds their breathe for that payoff. Heck, it’s even part of some of our favorite music, which often builds to an awesome riff.
This buildup of suspense is becoming more intentional as the social platforms place greater importance on users spending the time to get to that payoff. And publishers on social media strive to play off that formula of creating anticipation (sometimes even explicitly with notes telling us to ‘Wait for it’ or ‘Watch til the end’). Strive to creatively come up with ways to build those feelings of what’s coming and what’s gonna happen, and give them a payoff feeling complete. And maybe even anticipating the next journey you’ll take them on.
4. We want to feel feelings (the emotional roller coaster)
Whether it’s in social media content, entertainment programming, marketing, or storytelling — the best stuff makes us feel something. Awe, joy, delight, anger, fear, sadness, inspiration. We feel alive when we feel. When sports came back following the pandemic-induced pause, whether our teams were winning or losing, something just felt invigorating about feeling feelings again, getting back on the emotional roller coaster.
We think and talk all the time about goals and metrics and executing (or gamifying) our way to those goals and metrics. But it can help to start with the feeling. What feeling do you want to induce and how successful is your content in creating that feeling? And then work from that point. Because if the consumer isn’t going to end up feeling something — anything — it’s not going to break through.
5. They want to socialize and need a reason to do so
The group chats, the social feeds, even the phone calls all light up when something wild happens in sports or significant news drops. Groups (in normal times) gather together at a buddy’s place or a bar to watch the game together or head out to the arena for a night out. And when sports went away, so did a source of connection and of socializing with friends and family.
How can we help foment friendships, start conversations, and give more and more reasons for others to socialize, converse, or message with each other? The best part of experiencing the excitement of a Woj bomb, a buzzer beater, or watching a hilarious or awesome video isn’t in the moment itself. It’s that it is an invitation to talk about it, share it, or experience it with others. To restart that previously dormant group text, or to slide into someone’s DMs. Keep this in mind moving forward. Entertainment and information is great, but as a source of kindling for friendship and socializing, it’s even more powerful.
6. People want things to talk about
I won’t wax poetic on this one quite as much, because it very much relates to the previous point in #5. We all want something to break the silence, something to bring up besides the weather. Among the most important, valuable things sports provide is something to talk about. There has been a renewed effort throughout 2020 to embrace this need, because there were no games or transactions to fill the void. And we could only talk so much about ‘these unprecedented times.’
All of a sudden the constant trend was teams and brands asking questions [or its relative, ‘pick/choose one from the choices presented’. Looking for users to flood the replies and comments. And while this kept engagement up during a time when nothing much was happening to talk about, think and go further moving forward. There is just as much value in the conversations being created (and the fodder being served up help start them) that happen outside the comments. The interest and enthusiasm won’t ever wane in the team or sport if it’s providing a bountiful font of conversation topics. We all want something to talk about.
7. We want to remember and recall personal memories
Nostalgia ain’t new. For years and generations we’ve realized the power of nostalgia. South Park satirized the proliferation of nostalgia with their ”Member Berries’ storyline. But something else is happening now, too, making nostalgia more personalized. Because just about everyone loves nostalgia, but we’re not all nostalgic for the same things. Social media isn’t segmented by generation, but when it’s more personal, it’s easier to activate. Not everybody recalls watching that game or playing with that toy, but everybody CAN recall (or look up) who their favorite player was at 10 years old or the first concert they ever attended.
How can we create opportunities for people to reminisce, to delve into their own personal vaults and pull out a memory? Every chance to revisit those times pours a little gas on the internal flames to keep them blazing. It could be from the earliest childhood memories to even where we were when something significant happened with the team or sport at any time in our lives. When the strength of the feeling and experience is conjured back up, we can all feel it. Nostalgia and memory will continue to play a key role and there will be more creativity and activity to evolve it in the years to come.
It can be easy to get caught up the trends and the trending tactics. To adapt or imitate, to ride the wave of proven concepts. But step back and ponder why something is successful and what base-level human traits and wants are being fulfilled. That’s what can help drive new ideas and original executions. And that’s what will keep you ahead of the curve, always. Because the platforms may change overnight, but human needs have been around, largely unchanged, for millennia.
The coolest part of the so-called reputation of Gen Z is that they don’t simply subscribe to the way things have always been. That it’s good to question ideas and strategies that many proclaimed as just the way things are done or as best practices. Don’t just think outside the box, build a new box. Heck, build a whole set of new boxes.
With that inspiration in mind, I want to enter 2021 questioning every status quo. If something has been deemed the best way to do something for going on decades, make it live up to that billing today. Because fans look different, technology changes, culture evolves, and traditions and best practices are replaced by new ones. That doesn’t happen without challenging the way things are, first, and then testing new hypotheses in search of the next paradigm-shifting idea.
Here are five areas in the sports and social media ecosystem that could be ripe for disruption. Not just evolution but revolution. These are my ideas and what immediately crossed my mind, what are yours?
Sports Broadcasts Haven’t Changed Much in Decades. Why?
Ever since our parents or even our grandparents first began watching live sports, the broadcast paradigm has not evolved all that much. Broadcasts started off with an announcer providing play-by-play. Then a color commentator was added to complement the play-by-play with color and analysis. Monday Night Football added a third in its early days, boldly trying to make their broadcast more entertaining to a wider national audience over the years. The camera views and sound have improved greatly, sideline reporters provide eyes and access behind-the-scenes. But as we enter 2021, outside of cooler cameras and clearer views, broadcasts are not all that different from 20, 30, or 40 years ago.
Megacasts have provided an interesting experiment here and there, and Amazon Prime Video’s alternate audio for NFL games is a peripheral trial with good intentions. But a couple of Snoop Dogg appearances started opening the eyes to more. His commentary of a NHL game last year went viral and in late 2020, his stint calling a couple boxing matches for Triller were the talk of the town.
There is a marriage to tradition because so much of the country rejects any aberration from what they’ve always known. But what could it mean to blow up this paradigm? To make a broadcast weigh more on the side of entertaining than informative? There are plenty of contractual and technological barriers that perhaps stand in the way of such innovation, but time is running out. Younger generations of sports fans eschew watching live sports in favor of highlights and other entertainment. This is not because of attention span deficits — many watch their favorite Twitch streamer for hours. There is no single right answer and I’m not here to provide my own. Just to make us think ‘what if?’ What if broadcasters are not talking at fans but with them, not diving into the details of a specific play call but more on jokes or storytelling, not cutting to a sideline reporter sidling near coaches but cutting to a reporter watching alongside a crazed and costumed fan? The paradigm can’t change until somebody changes it.
Sports Teams are So Much More Than Sports Teams
One of the neat initiatives from teams across sports during the COVID-caused pause was the production of fun and even educational activities for kids. Some teams also had their strength coaches lead workout and yoga sessions. Other had team dietitians and chefs talk about healthy eating and perform cooking demos. Even mascots found creative ways to entertain fans of all ages.
Sports organizations are good at a lot of things. Building and managing a team of elite athletes, sure, but also event management, video production, graphic design, preparing food, physical training and recovery, mental performance, and so much more. Without games to cover, live in-person events to produce and manage, and tickets to sell, organizations had all this capability and talent at disposal.
What can teams do with this expertise and ability, many of which more closely resemble agencies than sports teams? Could teams produce scripted content, extensive educational programs for kids, educational programs for adults (who want to learn Photoshop, After Effects, Premier, Social Media Strategy, marketing strategy, data analysis, and more), fitness classes, a cooking show rivaling anything seen on Food Network, etc. etc.? Some teams have even built their own branded gyms, could hotels and restaurants be next? There are many boxes to think outside of, more opportunities yet to be explored.
The Bachelorette as Competition for Sports
It doesn’t matter how exciting the game or collection of games are that are playing at any given time. If The Bachelor or The Bachelorette is on, it will find its way toward or at the top of the Twitter trends. Perhaps only the Super Bowl could make fans turn away or post about something else. Maybe. With live viewership and share of heart and mind more competitive than ever, what is there for sports to learn?
I do not watch either of the aforementioned matchmaking shows, but it’s impossible to escape between Twitter, fantasy leagues, and active online communities everywhere. There is more storytelling in sports than ever, but is it mostly the kind focused more on turning casual fans into avid fans? Nowadays, there is more data for the growing gambling fans (many hope!), more sources of deep insight into the strategy and analytics, and great info on the athleticism and real-time decision making. But what disruptive thinking can get fans emotionally invested into every player, each game feeling like a drama unfolding? What can attract not just casual fans, but people who aren’t fans at all (yet)?
Showcasing the drama of sports is not a new idea, NFL Films pioneered that long ago. But how can that elevation be brought into the everyday, and into the real-time experience? There are steps getting us there with each game, each season. Is there a revolution to come out of the evolution? I can’t dream it up today, but perhaps somebody will, if there is such an avant-garde movement to come.
What Happens When Highlights are a Dime a Dozen?
Back in my day…well, my day wasn’t all THAT long ago, the omnipresence of video on the Internet and on social media wasn’t a thing. Such proliferation hasn’t even been around ten years. It’s easy to take for granted that missing a big play in a game, or just about any play in a game, doesn’t matter these days because the video will be on Twitter, YouTube, Instagram, or elsewhere within minutes, if not seconds. But the more readily accessible all this video — and the more one’s timeline is everybody sharing the same clips — the more the currency of highlights gets diluted.
As the value of highlights diminishes by their widespread availability, what’s a team or account to do to add value? What does it look to like to upset the status quo of game highlights? There has been some evolution in the space, with some leagues dispatching correspondents into places bigger broadcast cameras can’t go, grabbing unique angles and access for fans on social. More advanced cameras, too, can give fans 360-degree looks at a play. There is room for even more innovation for the real-time phenomenon of highlights as it enters its second decade.
If the focus is less on providing a volume of highlights (or changing how that volume is shared), there exists more leeway and time to produce something different, something original that turns a highlight into something more. It could be adding in data about the action in the play (which some have done), enhancing the video with special effects, production elements, and music, making them interactive (whatever that may mean), providing them to creators or fans and letting them produce something cool in the moment, or any number of other ideas one can cook up. When scarcity starts to dry up as a value proposition, that’s the sign of an opportunity to innovate and to try to pivot to what’s next.
The Power of Player-Led Content
One of my favorite things to take off in recent years, and 2020 especially, is the passive camera opportunity for players, particularly in the NFL. You’ve no doubt seen the ‘Showtime Cam’ from games where players celebrate in front of the video screens in the end zone after touchdowns or turnovers, watching themselves ham it up for a national audience. A handful of NFL teams similarly set up cameras at training camps inviting players to participate with a prompt or just giving them the lens to do whatever they wanted. Athletes are more comfortable creating content and filming themselves than ever before (thanks in part to the prolonged sports pause and period of sheltering). And they appreciate the value of that content more than ever, too.
Something’s just different when players can perform and seek out attention on their terms. To make it onto the team’s or league’s platforms, when they don’t have to be reliant upon to a reporter or team associate coming up to them or get requested by a media member. Or have to awkwardly interact with and perform for the person behind the camera. The results have been content gold with more unfettered player personality and endearing fun. Players have their own accounts and their own autonomy to tell their story, sure, but they’re also gaining more agency over the content going on team and league platforms, too.
The best content teams can produce comes from the players themselves. The old paradigm of players as subjects only has been disrupted and will continue to evolve. They’re co-producers and directors now. They’re more authentic and more fun when they’re not performing for somebody but instead embracing ‘just do you’ (and maybe here’s an idea if you need one). I look forward to how this trend comes together, with players able to figuratively raise their hand more to be part of content and teams partnering with players on content instead of feeling like it’s a give and take relationship. The status quo with player relations has always been more rigid, but 2020 helped all sides realize that at the end of the day we’re all playing for the same team. We’re all coworkers looking out for the short-term and the long-term success of the organization. This box is bursting and it’s been a long time coming.
Ask Why and What If More Often
Not many will call 2020 a great year, but it sure was an important one. The status quo was questioned, demanded to pass muster or be struck down. Younger generations are leading a new awakening, just over 50 years after the late ’60s saw a similar movement. A difference now is that it’s not just about a young generation with new ideas, it’s the first that has grown up and come of age in a time when transformative change (led and accelerated by technology) seems to happen every year.
Give yourself permission to question longstanding practices. The status quo may pass snuff, that’s fine. But there will also emerge opportunities to create a whole new world.
The team finishes off a big win. Or they dominate a rivalry game. Or it could be an underdog that shocks the world. Then it comes… The SAVAGE social media post.
Some are spur of the moment, while others show impressive planning and creative production. Some will have a bit of pop culture sprinkled in. And almost without exception, the posts will belittle their opponent, letting their victorious fans bask in the loser’s misery.
And it’s hard to shake the thought that something just doesn’t feel right.
Sometime in the last few years, snark gave way to savage, and an arms race began to see who could most creatively stomp on the grave of their fallen foe.
These posts go viral. By just about any measure, they’re objectively successful. The savage posts give fans something to rally around, instill pride, and make the brand of their team feel cool.
But have we become desensitized to it all? Is the obsession of savagery raising a generation of Nelson Muntz’s? (the Simpsons character known for pointing at anyone’s misfortune and exclaiming “Ha-Ha!”)
This could be completely off-base (call me a snowflake). It’s hard to argue when the most successful posts are often the most ruthlessly savage ones after a win. They help reach more fans and potential fans, racking up engagement and impressions. But it also paints the brand as the bully in the schoolyard, more excited about the opponent’s loss than their own win.
Taken to the extreme, imagine Little Leaguers pointing and laughing at the losing team instead of high-fiving their own teammates after a win. It may seem like a stretch, but if the standard practice to celebrate a victory becomes finding a way to savagely poke fun at the loser, such behavior just seems, well, normalized.
It’s not so easy to reverse the trend. Not when social media teams are evaluated on engagement numbers. And not when they all know what the Internet wants and will eat up. There are a lot more examples of savage tweets going viral than ones in which the winning team celebrates their team and with their fans. It doesn’t have to be that way.
The examples below demonstrate that it’s possible to be respectful and to still give fans a reason to rally. A reason to feel like they’re supporting a fun brand and team.
Social media creates culture, magnifies it, and is also a reflection of where it may be headed. At the end of the day, it’s instructive to consider the goals for a team on social. Several have been discussed in this blog. There is the objective to drive numbers, to rank among the leaders in the league for engagement and to show one’s bosses that the team’s social is kicking ass. But there’s a heck of a lot more. There is the goal to drive more awareness and affinity for the team, among both existing and potential fans. The goal to enhance the brand, making the brand of the team one worth supporting and investing in (and sponsoring). And somewhere down way down the line (perhaps too far) is hopefully the goal to use the platform and influence thousands or millions of people to be good, respectful. To develop a brand worthy of one’s affection and emulation.
Some will say social media snark in sports started with this tweet from the LA Kings in the spring of 2012. Then NBA Twitter and many players themselves (not to mention media) saw the immediate benefit of taking snark to the next level — unleashing savage. Playful stoking of the flame lit up social media and continues to today.
I’m willing to concede this all may be way off-base. But as a generation of social media natives comes of age amid a system of savagery, I think this a conversation worth having before it’s too late.
2020 has been a heck of a year for the sports industry (and, yes, pretty much everything else). It has been transformative not because something incredibly new or novel emerged, but because trends that had been gradually growing, accelerated to open eyes and lead to what looks to be lasting changes moving forward for the industry.
This was apparent listening and learning from some of the leading minds and practitioners that gathered (virtually) at the 2020 Hashtag Sports Conference, the annual event that attracts top people from the sports business industry, held this year October 20-22. New revenue sources, different ways to engage, time to take a long look at esports, scrutinizing and improving sponsored social — these were among the highlights (and more) from the conference.
The inclination for Gen Z to not remain bound by the longstanding status quo is permeating to all ends of society in 2020. Sports is no exception. The industry cannot afford to err on the side of cautious innovation, the urgency is only increasing.
With that as the setup, here are 12 sports business insights that stood out to me from the Hashtag Sports Conference:
In-game betting is going to be huge over the next several years. It’s been oft-stated that much of the wagering in more mature markets overseas takes place during games and stats shared from Simplebet CEO Chris Bevilacqua underscored the crazy-high engagement levels of in-game bettors. Bevilacqua said, looking at trends from NFL games in which fans using the Simplebet platform wager tokens, sessions on the platform averaged 27 minutes and users placed an average of 25-35 bets during the game. (Wow!) The only limiting factor is the latency of stats and video, so bets can be placed and processed in the seconds between plays or drives. Another point brought up during one of the Hashtag Sports gambling-focused sessions noted how traditional US sports, such as American football and baseball, are amenable to in-game wagering with more discreet plays and longer pauses between plays (as opposed to soccer, for example).
One more assertion that was mentioned in a quick comment, but stood out as significant was longtime sports exec David Levy talking up the auspicious future of peer-to-peer betting. Most discussion of sports gambling has the model of betting against the house and the odds they set or being part of a pool (a la daily fantasy models) of other players, some better equipped with data, research, and expertise than others. But as platforms mature and more states legalize (and normalize) sports gambling, more options and models will continue to proliferate. Including the chance to turn that barstool or group chat debate with a buddy into a small but secure and official bet, with odds baked in and no ‘We didn’t shake on it’ alibis possible. Not only does sports betting promise to make casual fans more deeply engaged with sports, it could also lead to fans being more engaged with their friends through sports, adding a competitive element to social co-viewing beyond season-long fantasy leagues.
The way activations and events are built, digital and experiential elements are too often still planned in separate silos and resource allocations. But that’s changing now more than ever. “It’s no longer just about being an event on the ground, it’s much more holistic in terms of touchpoints…” said Alex Beer, Vice President – Client Services at GMR Marketing. Every touchpoint with a fan feed into and inform the others. It’s not a linear chain, but a full circle; experiential activations are not a single-touch experience with fans and shouldn’t be treated as such.
Even before the pandemic, and certainly during the pause of most sports is caused, esports was on the mind of many in sports business. Monumental Sports and Entertainment has been investing in the space for years and MSE’s Vice President of Strategic Initiatives laid out why they’re bullish on investing in the space. He noted fans of esports are a digital-first audience, they are just as passionate as traditional sports fans, and MSE actively wants to be ahead of the curve with what’s next in sports and entertainment. But the most powerful statement Leonsis made alluded to how gaming is a prism through which a generation connects with each other. Esports is the social fabric of a generation. WNBA player Aerial Powers, who has nearly 5,000 subscribers to her Twitch channel, reinforced this point, saying her postgame routine (after getting home) often consists of jumping on Twitch, gaming, and catching up with her fans and friends. An interactive Twitch stream sounds like a pretty cool alternative for many fans to a postgame press conference.
Outspoken MLB starting pitcher Trevor Bauer talked (in the clip below) about some of the fan engagement ideas he’s seen overseas. His observations underscore that if sports want dramatically change the direction they’re going with the next generation of fans, they have to be willing to experiment in big ways. The adherence to tradition and gradual changes may feel necessary to some, but it’s foolhardy if it’s done at the expense of losing a generation of fans. Having a player, e.g. one not remotely expected to play, in the dugout live-tweeting or even streaming a bit seems sacrilegious to even consider, but that’s the kind of challenge the old ways thinking that may be needed to save traditional sports. Nothing is stopping such experimentation from moving forward besides obstinate resistance in the name of competition. A lot of fan engagement tactics involving teams and players won’t help win games, but they can help win fans. And at some point, the latter has to outweigh the former more often than not.
6. For years, live sport has been becoming just as much a TV product as it is a live event product. That only accelerated this year with fans restricted from attending live games. “We [reimagined] the game without fans…We called these ‘studio games,’” said Manchester City FC CEO Ferran Soriano. “We transformed a problem…into an opportunity.” We often think of the pinnacle of televised live sports as making fans feel like they’re at the game. But what can a game look like if the entire presentation and field setup is built to be a TV product? Optimized for the fans at home, first and foremost, with fans in attendance more like a glorified studio audience (that may be a bit of an exaggeration, at least today). It’s thought-provoking to consider because, as has been oft-cited, the vast majority of fans will never attend a live game of their favorite team.
7. The best brand-celebrity partnerships start organically and are a true partnership. Bleacher Report’s CMO Ed Romaine talked about how the powerhouse publisher’s partnerships with celebrities and athletes often start with organic engagement. The celebs and athletes are already engaging with B/R/s content. The relationship then is not an endorsement or sponsorship, but a co-creative partnership. They collaborate on creative oversight and create produce something both sides can be proud to activate and promote. Properties don’t have to steal the attention that influencers, celebrities, and athletes garner and have earned, they can act more like an agency, giving these influential individuals the resources, platform, and creative assist to produce something extraordinary for fans, together.
8. Logo slaps are outdated, said Bleacher Report CMO Ed Romaine. Brands want to be more organically embedded in content and the story, getting that ‘halo benefit,’ he explained (and I paraphrase here). It has taken some time for the industry to catch up, the easier route with social and digital media was to put it alongside the print ads and ballpark billboards that prevailed on rate cards for decades in sports business and sports media. But the most valuable sponsorships are not built by eyeballs being borrowed away from the live or digital content they actually came for. When brands aren’t stealing away attention, but instead embedded ‘organically’ within good content, that’s a winning formula for all sides.
9. Many have recognized the opportunity to monetize the thousands and, for many teams, millions of fans that will never buy a ticket to a game. The reality imposed by the pandemic, when digital touchpoints are the only fan touchpoints made teams think about what it means to prioritize the at-home fans. Los Angeles Dodgers VP of Digital Caroline Morgan spoke about helping fans feel connected as they would at Dodger Stadium at a game, but also spent more time than ever thinking about how and why it’s valuable and lucrative to cultivate a global fanbase. A diehard Dodgers fan living across the country may never be a season ticket member, but is there another form of membership or path of sustained monetization (beyond sponsored social media) that should be more strategically approached and activated? There are a lot more social and digital-only fans than there are fans who attend live games, and the next big revenue opportunities will come from figuring out more ways to serve and monetize this enormous pool of fans.
10. There is a growing number of fans that are fans of players more than teams. There is a growing proportion of players that have more followers — and a higher number & proportion of engaged followers — than their teams on do. Those two telling trends are among the reasons why Opendorse’s co-founder and CEO Blake Lawrence says athletes should be out front – for recruits [in college] and for fans. It’s the athlete-driven and athlete empowerment era, he said. Leagues, schools, and teams that have realized that are looking internally and allocating resources and investment into equipping athletes with the resources to rock social media. Because engaged fans of a team’s players helps the team and the league. It starts with funneling game content like photos and highlights, but the next level is acting like something of an agency (ideally scalable) to co-create content with players that is as thumb-stopping as anything the team spends time on for their own feeds.
11. With more purchases of all products taking place online, there are more opportunities for brands to have direct relationships with consumers. And for brands to be more than just providersof products. Red Bull has earned praise for years for being a content brand that happened to sell energy drinks. Nicole Portwood, who is the Vice President of Marketing for Mountain Dew, discussed the increased movement to DTC (direct-to-consumer) for brands like Mountain Dew meant they could be more than just a beverage product that runs ads about said beverage product. Brands can deliver more and pull customers to them through content. The best content and distribution can win and there’s nothing stopping brands, like Mountain Dew, from attracting individuals to them through content in the level playing field of digital and social media. There is no competition for shelf space in digital, it’s a different kind of competition.
12. 2020 was the year that the comfort level of players posting video to social media went way up. Vice President of Marketing for the National Lacrosse League Katie Lavin noted that players started to that understand raw, unpolished video was okay and it “took away the fear” that content wasn’t good enough for their channels. Players who were once uneasy about posting anything that didn’t look produced or professional, let alone portray them as anything besides an elite, competitive athlete realized that it wasn’t just okay to use their iPhone to post a video to social, but that fans loved it when they did. And their social media engagement reflected it. There’s no turning back now, the willingness and eagerness for players to not be bashful about posting their own social media content, no matter how raw and amateur, will only increase. (And many will discover apps or in-app editing tools as they gain more fluency, too). Pro athletes were already influential on social media, but now many more are on the path to be influencers and creators.
None of this sports business matters without the fans. Everything should be framed around what is good for them, what helps them to connect to the team, the partners, and each other in authentic ways, and what makes them feel alive by being a fan of their team. Make this the year longstanding practices and status quos are challenged, imagining a better way. Innovate with the best of intentions. And remember why we do this.
The circumstances brought on by the pandemic has caused evolution in a lot of industries to happen more rapidly than anyone could have imagined.
When athletes were stuck sheltering with the rest of us, and certainly as many entered their respective league bubbles, the sports world witnessed the rise of the athlete journalist. This may not be exactly what Derek Jeter had in mind for athlete journalism when he founded the Players Tribune back in 2014, but no one can deny the power and scale of athlete-produced content now, ushered by social media.
But here’s the thing — as cool as it is to see athletes giving us the pictures, the reactions, and feel of things, this development in sports media perhaps helps fans appreciate sports journalists. The storytellers, the objective eyes and ears, the ones who can put to words the emotion and novelty of the moment. It’s hard not to consider this unique value reflecting on my recent interview with Brent Gambill, now the Director of Communications for NASCAR, Mid-Atlantic region and formerly a longtime producer with XM (and later Sirius XM) radio and their show ‘Baseball Beat.’ Their show was different because they didn’t chase down players, they wanted the writers instead.
“(Baseball Beat host and current LA Dodgers broadcasts) Charley (Steiner) used to describe as the show as ‘I didn’t want to start a show with players, I wanted to talk to the people that were actually in the room, who are actually covering everything,'” said Gambill. “Who can tell you what they ate and what the feeling of the crowd was and know how to report and put cohesive sentences together and really paint the picture o the sports universe and what’s happening on the baseball diamond…
“He goes: It’s the romanticism…'”
That mindset of embracing the writer perspective continued to carry the show for Gambill and Steiner. Their cumulative sensory knowledge and intuition of the stories playing out in front of them were invaluable. Fans have, and likely always will, want to relate to the players. To try to put themselves in the shoes of these aspirational super heroes and experience what it’s like to be a pro athlete. But it’s the journalists who are the flies on the wall, taking in the sights, sounds, and storylines. And the story of the storytellers emerged just as intriguing as the stories themselves, oftentimes.
“I can still remember Game of Shadows [book detailing BALCO and steroid usage in MLB], getting an advanced copy because we had worked so closely with Mark Fainaru-Wada and the rest of the team working on that…,” Gambill recalled. “All those guys for the New York Post that were writing all these amazing stories covering the scandals, we were talking to those guys…We tried to tell it from the perspective of the writers who were doing it. It was such a unique time to be a part of it.”
But while the reporters brought great intrigue and interest to the show, Gambill also knew that much of sports radio — and that’s what he and Steiner were doing, even as their content began showing up online, too — is driven by engaging with fans: listener calls. A lot of the Baseball Beat listeners, however, were listening passively often at their desk at work. Previous attempts at caller segments were mostly mediocre. But when social media arrived, new avenues for interaction opened. Gambill explained it:
“What happened was – radio was driven a lot of times by callers and you have an audience who’s listening. They’re passive listeners, but they can’t pick up the phone and talk…We said ‘let’s start finding a way to (engage them).’ So we started doing a question of the day…”
Nowadays fans want to, and can, engage directly with players. But, realistically, only a select few will get a like, let alone a comment or reply from their favorite player. The writers are more accessible and the two-way relationships developing between fans and journalists are nearing a golden age.
As more bubble games begin and most fans remain confined at home, there is more demand than ever for the stories and more options to find them. The players are giving their unfiltered view of experiences through their lens. Media is curating many of those stories. Reporters are consuming it all, giving their objective firsthand view, leveraging their sources, and having on and off the record conversations. There’s a place for both and the fans are the winners.
Something happened when the sports stopped. Players realized that fans were eager to engage even when there were no games. Fans still cared what they had to say. The PSA’s for COVID and the response to social justice that came weeks later empowered generations of players that were already increasingly social media savvy. Meanwhile, reporters are bigger brands themselves, whether it’s Woj becoming an institution or The Athletic’s writers bringing hordes of subscribers with them when they joined the publication.
The stories will always reign supreme. But there is a renaissance for great storytellers, each with their own unique perspectives, points of view, and personality.
The sports and social media world is not afraid of change. The social platforms and the sports industry as a whole are constantly evolving, but it’s been a few years since something really transformational has happened in the biz.
After hearing several industry leaders discuss their strategies, insights, and observations about the current state of the sports business, social media, sponsorship, and fan engagement at the recent Hashtag Sports conference, it seems there could be paradigm changes coming out of the stay-at-home period from the pandemic.
Many athletes have seen the light of social media, corporate partnerships have been reimagined in a world without games, everybody has taken a closer look at esports, the social platforms themselves were utilized in different ways, and all the digital and social engagement has only reinforced the pathways of data collection to personalization.
When the games stopped, fans’ desire to see and engage with athletes certainly did not. Yahoo Sports’s Sarah Crennan said she would’ve liked to have had more working relationships with athletes with whom to co-create content. Meanwhile, NBC Sports’s Lyndsay Signor noted that the move to mobile productions and all remote appearances meant working on content with athletes was less challenging than it had been pre-pandemic. What could this mean moving forward? Will sports media businesses make it a point to establish relationships with athletes, even after the stay-at-home orders are lifted and sports return in some form? And will media companies be more comfortable connecting with an athlete via his/her phone even if it’s not as polished as their more produced content?
Many athletes during the pandemic posted first-person content on social media for the first time, or participated in live or mobile interviews. Coming out of this quarantine, many more athletes will be comfortable creating their own content, according to Bleacher Report’s Beckley Mason. Adding to that insight, Colleen Garrity of Excel Management pointed out that a lot of athletes tried and learned new things during this period, whether that was jumping on IG Live for the first time or streaming on Twitch. They’ll now have those abilities in their back pocket. When athletes are serving as their own directors and producers, it won’t be perfect, but that’s okay, and fans, publishers, and partners will learn to value it, said B/R’s Mason. It’s more authentic that way, anyway.
Sponsors may have been skeptical at first of seeing their dollars and branding go into content that looked less-than-polished. But numbers and performance don’t lie and as more results come in, less-produced content can prove its value. And it has and will continue to, suggested Bleacher Report’s Beckley Mason. The new normal that has prevailed for the past several months, when more amateur-looking content was not just tolerated but welcomed, means brands can be more nimble and more open to experimentation, according to Octagon’s Meredith Kinsman. When they’re not spending a ton on an on-location shoot with a full crew, there’s less risk involved and more creative trialing possible.
Social media managers working for teams or leagues have recognized the value of raw content captured on mobile devices for years. But even while COVID forced a lot more original content to be less-produced, especially involving coaches and athletes, there remains a place for both produced content and raw content. This point was reinforced by Oregon State’s Kylie Murphy, who noted there’s time and place for both, and it can depend on context, listening to the data, considering the platform, and learning by trial and error.
It’s an understatement to say the last few months have been the golden era of archived content on social media. Twenty years ago, even ten years ago, a lot of archived content may have been stuck on VHS tapes and DVD’s. But digitization has made it easier to access, produce from, and use to engage fans across platforms. There has proven to be a lot of potential, and maybe more to come, with historical content, said Octagon’s Kinsman, and this sports hiatus has only reinforced that value proposition.
Meanwhile, a company like Overtime has been able to double-down on its original content efforts in the absence of live sports. The mobile-first sports media company has seen more and more content consumption happening for longer average sessions. They’ve also seen a lot of YouTube viewing happening on smart TV’s and larger screens, not confined to merely mobile devices. Fans are willing to binge sports content, just like they are a series on Netflix or Hulu, and there’s an opportunity for sports to earn more and more of that screen time outside of live games.
The coronavirus pandemic along with the period of social unrest catalyzed by the murder of George Floyd has obligated every brand to prove themselves worthy of consumers, to show they are adding value to society at such a challenging time. This applies to sports-related sponsorships, too, where partnerships are being scrutinized to ensure authenticity more than ever. Rakuten’s Kristen Gambetta talked about wanting to make sure players with whom they partner are aligned with their values, while Dairy Management International’s Darcy Nichols, who oversees the company’s NFL sponsorship, said they look at players’s social media posts to make sure they represent a brand with whom they want to partner. Nichols also noted she wants players who aren’t just going through the motions, but those who actively believe in the message and brand they’re endorsing, and want to be there.
Dairy Management International’s Nichols also reiterated a prevailing point in sponsorship — that the operative term is ‘partnership;’ it shouldn’t be a transactional relationship between brand and league/team/athlete. Wasserman’s Anup Daji made a similar point stating that the best partnerships include those in which both parties accomplish objectives. Rakuten’s Gambetta gave a good example of this in action, describing the e-commerce brand’s activation with the Golden State Warriors. Rakuten and the Warriors offered fans cash back when they purchased merchandise at games, in partnership with Rakuten, who promotes their own cash back system for purchases made on their online shopping platform.
With no live events with which to activate, any and all sponsorships in sports became digital and social-focused. This only increases the value for a publisher like Bleacher Report, suggested Mason, as they can help a brand activate around a major sports event with a social-first campaign. And they can do it even if neither is participating as an official rights holder or partner.
Social media is less a throw-in these days compared to years past and partners now expect a campaign to be activated across channels. The New York Giants’ Katie Carew described this framework, offering the team’s activation with Stop and Shop as an example. It included physical and digital elements and resulted in content coming out of the campaign to allow for an effective social extension. AT&T’s Shiz Suzuki described her company’s viral ‘Pose with the Pros’ augmented reality onsite activation with the Dallas Cowboys at AT&T Stadium, which provided not just a demonstration of their 5G technology, but also produced socially share-able content.
Esports and gambling
2020 was supposed to be the year that sports gambling saw massive growth in the US. It still can be, but it perhaps won’t reach the peaks once projected. As sports brands look to capitalize on gambling, they’re increasingly cognizant of the best way to ease fans into becoming bettors. Prop betting seems to be an answer, with Bleacher Report’s Stefanie Rapp identifying prop betting as an entry point for sports betting. B/R has seen huge growth the last several months in its betting content, too, with its betting stream content in the B/R app growing 300% faster than any of their other streams. Fans that engage in this content and sports betting, in general, have stronger retention metrics, too.
While many continue to eye gaming as an opportunity, the pandemic led to more interest than ever in esports, which were only mildly affected by the public health crisis. Turner/ELEAGUE’S Seth Ladetsky recognized the opportunity for esports, especially when their competitions get airtime on linear TV. An important consideration, he said, as esports looks to capitalize on these opportunities is to recognize the audience and the platform, and produce a presentation that is optimized for each. Because an avid esports audience is different from the casual and curious community checking it out.
More sponsors started to gravitate to esports, too, seeing an opportunity to reach and engage fans viewing live events. ESL’s Paul Brewer said the most common way brands are measuring their esports sponsorships now are brand sentiment and share of voice. Brands are still learning the space and AT&T’s Suzuki noted how important it is to do the research of the fan base first and to always be thinking of how a sponsorship can produce additive value for esports fans. Brewer also pointed out how esports is starting to also look for ways it can mimic the traditional sports sponsorship activations menu to which brands are accustomed, such as corporate hospitality and experiential opportunities.
It’s no secret that TikTok has enjoyed explosive growth across the board during this stay-at-home period, including sports, athletes, and sports fans gravitating more and more to the social network. TikTok’s Harish Sharma presented the platform’s POV when it comes to sports, suggesting that TikTok is a place for teams and athletes to share about themselves away from the field. Sharma also recommended activating around ‘exclusive moments’ and ‘seminal moments.’
Facebook facilitated and even unveiled a lot of new features or behaviors and opportunities on its platforms during this period. They’ve long been focused on developing Groups and this feature remains a strong and growing part of the platform. Facebook Sports’ Nick Marquez talked about the engagement and data collection potential with Groups. He also lent a little inspiration calling Group members potential ‘ambassadors’ for the brand.
Facebook (as well as Instagram) saw a lot of creative usage of its Live capability, including archived content and virtual watch parties, during the sports shutdown. Digital-first content overall picked up by necessity, with no live games and accompanying highlights, and in their place Marquez pointed out how sports teams have been able to build up digital content franchises that then become valuable sponsorship assets and entitlement opportunities. Sports teams and leagues are digital publishers, Marquez said, that happen to play sports. He also enumerated four buckets of content where sports found a lot of success during the shutdown, including archive (as noted above), fitness, cooking, and gaming. One last feature to keep an eye on are Facebook Messenger Rooms, a product many saw as an answer to the usage of Zoom during the pandemic for social interacting.
Instagram has also been an essential part of sports organizations’ fan engagement strategies for the last few game-less months. Usage of IG Live has grown a lot — in case you somehow haven’t noticed — and Instagram has been working with sports organizations on monetizing the platform. Instagram Sports’s Will Yoder identified three ways sports biz has been monetizing IG: Branded content (which is treated the same as organic content in their feed algorithm, Yoder noted), shoppable posts, and Instagram ads, including direct response ads.
The NBA’s Jorge Urrutia del Pozo talked about their efforts to build a ‘golden record’ for each fan, by collecting data strategically. The key concerns for them are a) utilizing data to deepen fan engagement and b) determine the next best action or step for each fan to take to drive optimized lifetime value.
Both the NBA’s Urrutia del Pozo and the NHL’s Heidi Browning noted that collecting fan data has to deliver value back for the fan. The NBA collects information from fans progressively, delivering something back to fans at each step; this so-called ‘zero party data’ is valuable for the league in its efforts to personalize and enhance fan experiences. The NHL’s Browning called out the league’s ‘learning campaigns,’ which similarly asked fans for information while delivering tangible value back to the fan at each step. That exchange of value is vital.
The past few months have felt like a year passing and the sports industry has evolved at a similar rate. Thanks to Hashtag Sports for putting on a great event! Subscribe to their newsletter, follow them on social media, and attend their future events.
The second screen for live sports. The app that fans are checking and refreshing while watching the game.
Which social media network comes to mind?
It’s likely Twitter is on the tip of your tongue, but as you may have seen Facebook is taking another swing at being sports fans’ second screen, with the launch of Venue. ‘The live event companion experience,’ as the headline of their blog announcing the app states. ‘[Venue] brings passionate fans and expert commentators together to experience live events in a new interactive way,’ they promise.
The first event to go live in Venue was the Supermarket Heroes 500, a NASCAR race held at Bristol Motor Speedway this past Sunday (May 31). The ‘expert’ host was NASCAR Twitter personality @nascarcasm (he also has ~ 45,000 Instagram followers, but over 180,000 on Twitter). His Twitter feed is full of the interaction and commentary that Facebook’s product team wanted to host their first ‘venue.’
Below you’ll find a look at the Venue app as it played out during the race, along with some commentary from my experience hanging out in it during event. There were also a couple of occasions when @nascarcasm asked for product feedback from all of us users (even explicitly stating that Facebook’s product team was listening). It looked like between 800-1,000 users were in the venue together during the race.
Overall, the MVP (minimum viable product) has the foundation of a unique offering. I don’t think it is meant to replace Twitter, but could be more like a combination of Twitch and IG Live/IG Stories, with some WhatsApp genes in there, too. There was only one ‘venue’ available for this race, but the idea is there could be multiple venues across multiple events, primarily with ‘expert commentators’ (based on their description), but after this review you can decide for yourself how it could evolve (and even if it has a future at all).
Come into the ‘Venue’ along with me:
These are the three introductory screens to introduce new users to app prior to getting to the registration screen. One must either sign in or create an account, which requires entering age and email address. Notably, there was not an option to sign in with your Facebook, Instagram, or phone number/WhatsApp. One also then selected their @ name, typing into an open field following the ‘@’symbol. You can also see the App Store entry below for further insight into how the team is describing their app right now.
The home screen showed all live venues, in this case just the one was there for the NASCAR race. It’ll be interesting to consider how this home screen evolves as more venues are live (or still accessible after an event has ended) concurrently, and how the app may recommend live venues to a user based on their engagement and friends/follows/followers.
Inside the Venue
There was a live scoreboard showing the current standings and the lap the race was on. The live content provided was very limited (which fans pointed out), but that’s also kind of the point. Venue isn’t trying to be a way to watch and consume the game, it’s trying to be your ‘live companion.’
The only one who could post in the vertically-moving timeline was the host, @nascarcasm, and he was typically reacting to notable events in the race, such as a caution, crash, lead/position change, or end of a stage. A piece of feedback from fans was wanting to be able to ‘comment’ and ‘like’ the stuff @nascarcasm was posting.
There was periodic interaction, with intermittent opportunities for fans to ‘chat’ and for @nascarcasm to post polls. You can see the countdown clock, which was 60 seconds for polls (from what I saw) and 285 seconds for chats. Fans seemed to enjoy the polls, and it was a cool touch that – after submitting one’s own vote – users could see the ratio of responses move in real-time. It looked like, at least at the moment, polls were limited to two options. Users saw polls from three different sources during the race — the event itself the Supermarket Heroes 500, the host, and, in this inaugural event at least, the app itself, Venue.
The chats were fast-moving with the countdown clock and were more of a passing interactive element than a key feature of the venue. Though fans certainly asked for a way to chat continuously and even to form their own group chats within the app. Chats were in response to an event or prompt from the host or a note from the event (as you can see in one of the examples below). You can see the arrow symbol in the chat (and in @nascarcasm’s posts), which functions the same as the ‘reply’ function in WhatsApp. You can also see the expert’s chats are highlighted in red. Once the timer is up the chat is closed, but one can go back in to review it and even scroll back up the timeline to see previous chats, i.e. chats in response to events or specific prompts from the host. As users scroll up the timeline to revisit old posts, too, the scoreboard and lap number adjusted to show the state at that point in the timeline.
Multiple times during the race, including after the finish, the Venue app opened a chat asking fans for feedback. The majority had a positive response – some of the commentary I gleaned included [paraphrasing real statements]:
Not as good as Twitter during the live event
Want a place to continuously chat with each other throughout the event
Fans want to be able to like and comment on the host’s posts on the timeline during the race (instead of only when he started a limited time chat)
Better than Facebook Groups live chat
One fan made the logical suggestion of letting fans start their own ‘venues’ on which to host others
There was a call for video or highlights
Complaints about the dearth of live standings and a lag in that scoreboard updating during the race
It’s going to be difficult to be the primary second screen without photos and highlights. Even though the expectation is fans in the venue are watching the live event, I think being able to watch and re-watch highlights while discussing them is important. Facebook may be limited by content rights, while rights holders eagerly live-post video throughout the race on Twitter.
As one of the fans mentioned, and something logical to consider is fans creating their own interactive, and perhaps customizable, ‘venues’ to enjoy with their friends or build their own communities. There may be some synergy with Facebook’s recent new app – Rooms, a video chat room app, with venues being a room to experience live sports events alongside friends. Different experts and ‘everyday’ people can also start venues for specific communities – an interactive version of the megacast ESPN has tried for major events, trying to target different types of viewing audiences with a unique viewing experience. Gambling may have a role to play, too, eventually.
For fans accustomed to the speed of Twitter during a live sports event, Venue feels like going from an all-out green NASCAR lap to something even slower than a caution lap. (Yes, I love my sports analogies). That makes it less taxing to keep up with, but there remains something special about a Twitter timeline ‘blowing up’ during a big moment in the game/race/match. Perhaps that’s where Venue would have a contained chat box pop up for those moments. But the long-ish periods of nothing new in the timeline are a deterrent from making Venue the always-on second screen.
There was only the one venue to choose from for this race, so it remains to be seen how the app experience will be when many more are available. With the venue more of a one-way experience, with interaction opportunities intermittently.
The timed chats and polls give a sense of urgency to the experience, making one check in regularly, even if the pace of the timeline is slow overall. The app sends timely real-time alerts for interaction opportunities – chats and polls the only options for now, which helps fans to not miss one. The alerts were helpful and really important for users to have turned on for this reason.
At least for now, there’s no way to share the venue externally and/or invite others to join. There didn’t appear to a way to access an external link, let alone share to one of Facebook’s apps. This will almost certainly change as the product evolves.
There is nothing like experiencing live sports together and social media has been an integral companion now for years. Facebook has had trials over the years of trying to create a product offering to complement live sports. Now they’re hoping Venue can be the solution fans need to to complement their experience while they’re watching a game.