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Fan engagement: What marketers can learn from baseball

With the start of the baseball season, we begin an annual ritual that has become part of our social fabric. The start of a new baseball season is as much about each of us as fans and people as it is about the games.

This illustrates a well-known principle relevant to brands in every industry — consumer or fan engagement is achieved by connecting a product with the role it plays in people’s lives, rather than focusing on the merits of the product on its own.

This phenomenon is not new. But what has changed is the role of digital innovation in enabling and in deepening that connection in ways that were never before possible. And sports is a great example of this, as teams, leagues, athletes and their media and brand marketing partners are leading the way in demonstrating the power of digital technology to enhance the fan experience.

I had a chance to discuss the role of digital innovation in strengthening fan and audience engagement with Bob Bowman, Major League Baseball president of business and media, at our most recent SapientNitro Idea Exchange event in partnership with Fenway Sports Management, held at Fenway Park in Boston. Emerging from this conversation were three lessons that can help brands capitalize on digital innovation to strengthen the connection with their own fans.

Create digital-first content that meets consumers where they already are

Everyone understands the central role that mobile devices play in the lives of today’s always-on consumer, but too often brands don’t move beyond offering traditional content via this critical consumer touch point. For example, fans don’t always choose to watch an entire game, so it is imperative that sports brands create unique, engaging experiences that fans can enjoy on their own time and at their own pace, whether it is for 30 seconds or 30 minutes.

MLB Advanced Media is leading the way in creating and packaging this type of digestible content, giving fans control of how they follow the sport. MLB At Bat is the highest-grossing sports mobile app for six years running. During baseball season, it is accessed more than 5 million times a day by more than 1 million unique users, demonstrating that many people are not watching full games on their mobile phones or tablets, with the average time spent on the app around 10 to 12 minutes. MLBAM is providing a variety of content that allows users the flexibility to spend that time how they want to spend it — watching highlights, listening to or watching live games, accessing player stats or providing breaking news.

Extend the story beyond the game, outside the lines

It used to be that the experience of sports, whether in the ballpark or at home, was determined almost entirely by the performance of the team (or the product on the field), but this is no longer the case. There is an increasing expectation on the part of fans that their experience of the game (or brand) will be enhanced by digital technology, creating a story system that allows fans to become part of the story.

Nowhere are these forces more at work than with the in-stadium experience, where teams face increasing pressure to deliver a live-event experience that exceeds what can be experienced at home watching on a big-screen HDTV.
NFL and NBA teams are leading the way in capitalizing on this trend by investing in digital technology to create enhanced, personalized in-stadium experiences (e.g. Levi’s Stadium’s partnership with Yahoo; Barclays Center’s in-house mobile app). MLB also is addressing changing consumer expectations by investing in digital technology to enhance the fan experience in all of its ballparks. The current phase focuses on ensuring Wi-Fi access, but the goal is to make the experience in the ballpark even better than at home, with unique features available on a fan’s mobile phone such as ordering food from your seat or watching replays from the angle of your choice.

Create meaningful dialogue to connect fans to your brand and each other

Social media has amplified the consumer voice and allows them to share in the brand experience in ways never before possible. Sports are a great example of this new relationship dynamic and illustrate how all marketers can better engage fans with brands and each other.

For example, Twitter has become an important tool for fans to tap into the views of other fans while watching games to both entertain and enlighten. This platform gives teams and MLB a new channel to reach fans and participate in dialogue.

The numbers are impressive. MLB has more than 4 million Twitter followers, and teams are expanding their social media followings (the Yankees lead the way with more than 1.3 million Twitter followers). However, baseball still has work to do versus other sports since it trails the NBA and NFL in its social media presence.

Stepping back, these examples illustrate the power of digital innovation to change the way we experience the world around us. In sports, fans are already involved with their favorite teams and players, but digital is reshaping that relationship by creating new ways for fans to make sports brands part of their lives. And, this is the challenge that we all face as marketers, to capitalize on the power of digital innovation to reshape and strengthen the connection that brands have with their fans.

Bill Kanarick is chief marketing officer at SapientNitro.

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