Monday, February 27, 2017

How much engagement do you generate on game days?

We have often mentioned how social media has changed the landscape of sports information. Now it's no longer about the two or three hours surrounding a game, and teams produce content about what happens every day of the week while players train, travel or attend events. However, no one can deny the importance of game days in the general exposure that sports clubs generate for their main partners.

With that in mind, we have launched a new report that provides data about the engagement obtained by brands on game days and on non-game days. These beta Game Day Reports (yeah, we are that original) have two parts. We start by showing you the graph with the engagement obtained by brands in the social feed of a team. The graph differentiates between game days and non-game days, and if we place our cursor on the orange M icons we can see the result of the matches (psst... for American sports, we use a 'G' for "game", otherwise 'M' for "match", English is tricky that way, in how we organize, er, or organise, information).

The second part of the report is a table with all the engagement data filtered by day and brand, plus the total engagement for the selected period and, of course, the total engagement on game days vs the total engagement on non-game days. 

As usual, you can select a date range on the top part of the report. However, there is something different about this report. If you select a date range that includes two or more months, the graph will show you a month-by-month comparison instead of a day-by-day one.

In the same way, the table will also show you all brand engagement divided by month. Keep in mind that you will be able to export the report to Excel if you need to play with the numbers.

This new, fresh from the oven report is already available for all our licensed users under the reports section, but we will keep working on it to improve the overall user experience. As always, any feedback or suggestions are welcome.

Monday, February 13, 2017

Branded vs Unbranded Posts, new section in the Media Kit report

We often get the question: "Is your dashboard done?"   HA!  Our dashboard is never done.  You subscribe once, you get new features all the time. That's how Software as a Service works!

This time we've added a new section inside the Media Kit report that can be very useful when you need to design new social media strategies. This new section is called Branded vs Unbranded posts and it provides information about the potential opportunity to create more inventory for sponsorship, and thus more revenue.  Another way to phrase it is that it answers the question "What is the whitespace for our sponsorship team?  How can we improve our exposure while still pumping out engaging content that our fans love?"  Okay that's two questions.  Hey!  Someone better learn to count around here!  That's what we do!!!!!

The first table in this new section shows you the number and the percentage of your posts that give visibility to brands on your social channels. It also includes information about the economic value of both types of post, branded and unbranded.

In the above example, we see a team that shared ten posts on Instagram during the selected time period. Just 30% of that content gave exposure to brands. That exposure had a value of $12,800. The remaining 70% was valued in approximately $32,000.

The second table shows the same information, but now it's filtered not by social channel, but by content type: images, videos or simply text. We can easily see that there were 54 posts that only included text, and they got a lower engagement (and thus a lower valuation) than those with images and videos. We can also see that 28% of all image posts got exposure for brands, while the same can be said for 20% of all video posts.

The main purpose of the Media Kit report is to provide our customers with detailed information about the performance of their social media content. The inclusion of this new section helps them work closely with their sponsorship team to devise media strategies that balance the visibility they give to their partners. Sounds like something your organization might need? Get in touch!