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How does second screen use affect sports marketing?
October 4, 2012 06:22 PM
The use of second screens to enhance sports viewing is becoming prevalent, at least if the audience at an afternoon session on the topic is any indication. The results of a polling question during a session of the Social Media and Sports Series showed that 63% use a second screen always or usually when they watch sports on TV.
Sports Marketing and the
Evan Krauss, Shazam
Carol Kruse, ESPN
Jacqueline Parkes, MLB
Bryan Rasch, GMR Marketing
Steve Semelsberger, Demand Media
Shiv Singh, PepsiCo Beverages
The second screen provides opportunities all over the spectrum, panelists said. Fans can hear expert opinions from industry professionals and beat writers, or they can funnel the conversation down to their core group of friends. Shazam VP of Advertising Evan Krauss said, “One of the things we’ve been learning is Twitter is a great place, but I don’t really want to debate last night’s game with 27 million people. One of the best opportunities that we’re starting to see develop is, ‘I want to talk to the 10 friends I have.’”
Twitter is being used by brands to try to determine how much time fans are spending in being engaged with sports. It can show an immediate and direct correlation to what fans believe was the climax of a sporting event, and thereby an opportune time for brands to market themselves and engage consumers, panelists said, and can help brands directly communicate with consumers. However, oftentimes the social space can be so cluttered that brands can begin to correlate things that actually have no relationship. “Now we have so much data that we could look at our bellybutton all day long going, ‘Did it change anything?’” said GMR Marketing’s Bryan Rasch.
Carol Kruse, on the upkeep needed to run a social media strategy: ”Social is like a puppy. Everyone wants a Facebook or Twitter page. Puppies are so cute. And then nine months later you still have to feed it and take care of it. Then all of a sudden that work of having a pet gets a little onerous.”
Steve Semelsberger, on tweets being picked up by media: “One thing that is really cool about having tools that are used by … publishers and bloggers is that we see there’s an opportunity for analysis and commentary, there’s opportunity for info and data and a sense of communication and community around these events.”
Shiv Singh, on what fans expect: “What we learned, which is certainly an eye-opener, is that our online users are starting to expect and demand the second screen experience to be the premium experience for them.”
Rasch, on sifting through the clutter: “Twitter is a microstream of curation happening from peoples’ points of view. The challenge with that is it’s really hard to digest and understand trends. The more that we can integrate what’s going on in conversations and what trends are happening, then our talent can start talking about what fuels more social conversation. If a brand can piece that together then they will be able to navigate through that sea of single opinions.”