Published on March 13, 2014
An analysis of Twitter’s impact on Major League Baseball Chelsee Moe | Brett Mellon | Chase Holmes | Jordan Bruce | Amanda Bercovitch
Twitter Statistics • Over 650 Million users • Over 140,000 new users per day • Over 58 Million Tweets per day • Over 115 Million monthly users • 40% of users do not tweet • 2013 advertising revenue: $405,000,000 Statistics provided by eMarketer
Key Content Creators • Celebrities • Musicians • News Sources • Politicians • Humor Accounts • Fun Facts • Brands • Miscellaneous • Sports teams
Twitter in Sports • Live sports, live tweeting • Allows out-of-market fans to join in on the conversation • Player accounts create more “personal” relationships • League accounts can use large following to increase interest in certain teams (small market) • Mobile users very active while attending games
Top Sports Twitter Accounts
MLB Twitter Accounts • MLB +30 Team Accounts • Over 11 Million total followers • Over 100,000 Tweets
Different Types of Posts • In-Game updates • Tickets • Promotional/Sponsorship • Photos • Retweet player accounts • Fan Initiatives Social Initiatives Handouts*
Effectiveness • Different from traditional advertising • Less direct revenue, increased qualitative value • Retweets and engagement increase reach • New look at CPM model, CPE introduced • Tracking and aggregation #works Effectiveness Handouts*
Group Tweet Example • Low activity Twitter users, below average followings • Still over 400 impressions • Followers more likely to have similar interests
The Impact of a Popular Tweet • Average Twitter user has 208 followers • Users who Retweet have a much higher average • Many Tweets getting over 1 Million natural impressions, high engagement
Correlation to eSociety 211 • “Prior to the Internet, when we talked about media, we were talking about two different things: broadcast media and communication media. Broadcast media was like a megaphone, amplifying a one-way message from one sender to many receivers” (Shirky 86) • Cost effective for advertisers • Better user experience for consumers/viewers
Traditional Advertising • Print Ads • Billboards • Radio • Television • Product Placement
Twitter “Advertising” • Campaigns that have organic appeal • Brand association • Indirect, less invasive
Analysis • More impact than traditional advertising • Abstract value, qualitative and quantitative impact • Personal impact meets high volume advertising • Allows for niche branding and sponsorship • High growth rate
“Now that’s good TW”
Why Twitter? • Efficient tracking and research • Data Analytics • Aggregation • #Hashtags • Immediate feedback • Click through ratios, more in depth metrics via Twitter HQ
Using Feedback to Create Content Exquisite Corpse: painting a clear picture via Twitter • Use tags, key words, to track conversation in real-time • Understand the different ways in which fans engage • Organize posts by genre, effectiveness, revenue
MLB’s SM Future • Extremely high growth • Average over 250,000 new users per month (full year) • Exclusive sponsorship, avoid over advertising • Strengthen cross-league relationships, player loyalty • Maintain team loyalty while increasing viewership Social Growth Handouts*
Conclusion • Engagement • Efficiency • Exponential growth • Avoid over advertising • Maintain tradition through innovation
Thank You Chelsee Moe | Brett Mellon | Chase Holmes | Jordan Bruce | Amanda Bercovitch
... athletes and fans and discovered that the 'star effect' had no long-term impacts on MLB teams' Twitter ... Twitter usage of Major League Baseball ...
The impact Robinson made on Major League Baseball is one that ... every team in the majors celebrates Jackie Robinson Day in honor of ... Facebook Twitter.
The Official Site of Major League Baseball. ... than by connecting with other single baseball fans? Sign up with MLB Singles powered by ... Twitter Google ...
Major League Baseball; Major League Baseball. ... Click on your team to find all your favorite players on Twitter. Share:Email. Tweet. American League.
Baseball teams are reaching out to fans through social media like Twitter, ... department and writes a blog for Major League Baseball’s Web ...
The return of Major League Baseball to Montreal: ... it will have a positive impact on Quebec’s GDP,” said Michel Leblanc. ... Twitter : @ ...
Testing live-tweeting with ... As any stat-obsessed, Moneyball-loving baseball fan knows, Major League Baseball ... Turning over a team’s Twitter ...
... which major league baseball teams ... Best Tools for Social Media Strategy Creation; Twitter ... At Social Media Impact our mission is to ...
This graph ranks all 30 teams in Major League Baseball, by the number of twitter followers. With around 1.62 million followers, the New York Yankees were ...