SPORTS MANAGEMENT AND MEDIA
Frequency best practices
- Consistency will not only help you produce content, it will also help you set reader expectations - Built in systems exist that allow you to schedule posting in advance so that they appear on a pre-determined date and time.
Blogging
- allow organizations to direct key messages themselves without going through other media outlets - allow sports organizations to link directly to their fans - Key part of the transition from old media to new
Eight Motives for Fandom
1. Eustress (euphoria+ stress) 2. escape 3. entertainment 4. economic 5. aesthetic (imaging, pictures build sports appeal) 6. group affiliation (feeling of belonging) 7. self-esteem 8. family bonding
Antonio Cromarrie
2500 fine for tweeting about cafeteria food
What is a blog?
A blog (also called a weblog or web log) is a website consisting of entries (also called posts)
How do you know when i fan is in the identified state
Anytime a fan is willing to represent your brand (ex: jersey, foam finger, hat)
BIRGing
Basked in reflected glory - you feel you win when your team wins
What platform was a key transition from old media to new media?
Blogging
Fire
Consequences of Identification and Passion
A behaviors including states that may lead to violent acting out
Disinhibitionism: as long-term norms, self-monitoring, and self-awareness, are no longer present, causing fans to act on the basis of their immediate emotions and motivations. (act out of character; little boy with middle finger in the air)
Superstitious Conditioning
Doing things you have been conditioned to believe affect the outcome.
Platform order
Facebook, Instagram, Twitter, Snapchat
Social Prestige
Fans will gravitate to the team that offers the highest social status with peers, family and community. It helps if the community feels it has ownership of the team
In old media who was cut out?
Fans: they had no means of communicating with teams, athletes, media, and other fans
Involvement
Have to have some involvement before you have identification and passion. Involvement can be situational or endurin
How does fan avidity relate to Sports and Social media
Higher levels of fan avidity lead to higher spending, more resilience - There are identifiable conditions for and consequences from higher fan avidity - helps get perspective of fan, and allows them to become closer with the team/league/ athlete
Distinctiveness
How can the team I associate with make me feel unique, different from others in a positive way? How is the team I identify with and the experience they provide different from others?
Conversation Rate
How many conversations does each post generate? This may include comments on Facebook and Google+ and replies to a tweet.
Applause Rate
How many people like each post? On Twitter it's favorites, on Facebook it's likes and on Google+ it's the +1.
Amplificaiton rate
How often is the content reshared or retweeted?
Flame
Identification &Passion, Consumer Surplus (emotional &feeling)
Identification
Identification is when an individual reacts to events that occur to the team or player as if the events happened to him or her
Which demographic factors seem to impact social media use? Which do not?
Impact social media use= age, education, income, urban and rural area not impact= intern and adults, racial
Fuel
Involvement, Performance, Attractiveness, Social Prestige, Distinctiveness
Blog Roll
Links to other web sites and blogs help your readers find other sources, providing them value •Usually found on the right side of the page
Which fans are most digitally connected
MLS Millennials are known to be the most tech-savvy age demographic, and MLS's overall fan base is among the youngest among the major U.S. sports properties
Shared Emotional Experiences
Mark Cuban: "we dont sell the game, we sell unique, emotional experiences. Who your w/, sharing experience
Why do we care about fan advidity?
More avid fans spend more with us More avid fans will endure a poor season avid fans generate support from their peers avid fans create the apperance of desireability, prestige, and excitement.
Blogger Independence
Not apart of the 'main/big media', have worked their way into public
What's included in Audit
Platforms used Size of following (sports fan graph) Frequency of posts, Themes and topics Media type - Amount of engagement generated Follower sentiment in comments, etc. Adherence to the 80/20 rule - voice
Characteristics of Old Model communication
Print, Radio and TV, Mass Audience / Leagues, teams, and athletes->Media->Mass Audience
Testoerones
Research has demonstrated that on the day after a team's win, sports fans feel much better about themselves. Diehard fans are more optimistic about their personal sex appeal and their ability to perform well at mental or physical tests
Sport and religion
The similarities between sport fandom and organized religion are striking. Consider the vocabulary associated with both: faith, devotion, worship, ritual, dedication, sacrifice,
Blog title and length
Title: 5 words or less Length: 200-350 words
Old media teams/leagues and media collaborated why?
To keep the news "good" for sports media benefits
how fans become avid
To the extent that one has increasing involvement and increasingly positive perceptions of the team's performance, attractiveness, prestige, and distinctiveness, fans will become more identified the team. React to events that occur to the team as if they happened to them. This will lead to passion.
Purpose of an audit
Track of whose watching, avid fans, trying to raise their fan avidity
Attractiveness
Winners of course, are attractive. However, similarity with who you think you are is also attractive. Its important what others think of the group (team) you identify with. Higher levels of contact between the fan and the team make attractiveness Much more attainable
Performance
Winning is best but relative performance can be tapped as well by changing the reference point
Is linking to other content a good idea?
Yes, shows you are creditable, gives your opinion some facts to back it up
when do fans engage on instagram
after and little during performance
when do fans engage on facebook
after performance mainly
when do fans engage on youtube
after performance mainly
Orgs find it hard to control their story/image because ?
all the digital access that contributes to it
In old media, Athletes would go through the teams and leagues to?
connect to fans and prospective fans
In old media, teams, leagues, athletes would go through the media to?
connect to fans, and prospective fans
CORFing
cutting off reflected failure - team looses you stop representing
When do fans engage on twitter
during and after performance
Engagement Theory
each time the customer is engaged the emotional psychological and physical investment between the brand and the customer is strengthend
Game day frequency use
facebook 5.8x, twitter 5.6x, insta 4.4x, vine 4.1x, pintrestn 2.7x, youtube 2.5
SB NATION
fan perspective, largest-fastest growing network of fan centric online sports fans individual team
New Media Model
fans have more direct access to teams, athletes and other fans without have to go through media •media looks to social media to see what people are interested in
What is blog roll?
list of links of other links (bloggers, websites, etc...
Title for a blog is
maximum 5 words, short and catchy, title relate to blog
Post Entries
minimum 200-350 words, 1 photograph, chart, etc., and hyperlinks
What is a Pinboard
organized collection
Relative
posting individual performance of certain athlete or highlights of the team even if they lost, to keep fan engaged
Sport fandom theory
rooted in primitive tribal times "protect our tribe"
fan development ladder
suspect prospect customer client member advocate raving fan (low to high)
In social media you might be the topic of conversation without being...
the center of it
Fan Avidity
the level of intrest, involvement, passion, and loyalty a fan exhibits to a particular sport entity (sports, league, team, athlete)
Traditional media uses new media how?
to augment programming-highlights of social media feeds
You will have to give up some control of you message in order to...?
to gain more influence
Kevin Love
tweeted about the coach leaving before it was announced and they try to put rules on athlete's social media
Social media traffic
what sites are getting the most viewed , and what they are doing
Spontaneous Behavior
• Aggression • Blasting/Acting Out • Physiological
Blogging Platforms
• Blogger - by Google, popular, free, more bare bones than WordPress • WordPress - Highly popular. Can choose to use their tools and templates or self host to get more customization • Tumblr - Attractive, photoblogging, community, follows and re-blogging • Typepad - Highly customizable, subscription •Drupal - complex, advanced • LiveJournal - Most informal, young, newbies
Emotional Enhancement
• Enjoyment • Excitement • Immortality
attributions
• In Group Favoritism •Out of Group derogation • Community
Blog content that attracts reader
• Lists • How-to • Reviews • Photos • Link Roundup • Current Events • Tips • Recommendations • Interviews • Polls
Consumer Behavior
• Meeting • Merchandise • Media
Blog Characteristic
• Publishable: cheap and easy, seen worldwide • Findable: searchable • Social: connections can be formed through links, comments • Viral: information can spread faster than a news service • Syndicatable: audience can subscribe and be notified •Linkable: as blogs can link to each other, blogger has access to potentially huge audience
What is a blog?
• web log entries • post appear in reverse order-most recent 1st •include links and comments to increase interactivity
Twitter Advantages
•140 characters--keeps it concise •immediacy/real time •springboard: to other linked content •high percentage of user outside the US
YouTube
•1st to solve bandwidth problem •channels allow you to create a library of videos •themed "playlists" •analytics show who is viewing and from where/ as well as how they interact
Top blogging platforms
•Blogger-by google •WordPress •Tumblr
Blog characteristics
•Publishable •findable •social •viral •syndicatable •linkable--bloggers can link to other bloggers
Blogging
•allow for sports orgs to link directly to their fans •allow orgs to direct key messages themselves without going through other media
Relationship Marketing
•attracting, maintaining, enhancing customer relationships •lifetime value of the customer-tries to build a relationship overtime (only possible with existing customers) •transaction is a bi-product of engagement and interactions •surveys •social media policy for staff so they can communicate confidently •acting on feedback •using mobile devices and platforms
Snapchat Advantage
•evaporating posts •stories introduced 24 hours life & ability to stitch together snaps •live stories embraced by leagues •snapchat discover (ESPN, NFL)
New Model Fans...
•fans have a voice-can communicate to teams, athletes, and other fans. •they are actual participants in the sports communication process •challenge mainstream media-creating disturbing independent content
Facebook Advantages
•group connection •album functionality •easier to follow threads •connects to business--allows you to follow them without friending them •Facebook live •engagement drives visibility (need paid promotion as well for high engagement rate and visibility)
Why does the media and teams/leagues need other-OLD
•leagues/teams needed media to build fans •media need teams/leagues to sell papers, tv ads, etc..
Old model of communication
•little feedback to the media •no feedback to the sports org •media significantly controlled public opinion •Reporters, athletes and teams collaborated
Best Blog practices
•new /fresh insights •being truthful--provide factual link •value-good content •unique perspective--BTS interviews •motivation to return--tease about next post
Blogger independence
•outside of traditional sports power elites •not part of "big media," official leagues, or team •gained pubic attention •find audiences through aggregates (SB Nation)
YouTube Advantages
•share and view •build connections •ask people to subscribe and favorite •respond to comments •increase organic search engine rank
communication to fan order
•team •media •league •athlete •blogger
Instagram Advantages
•visuals (captures attention) •60 second video •insta stories •hashtags valuable •great for search & highlights •sharing in group easier
