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Social Trends Impacting Consumer Engagement
October 3, 2013 06:46 PM
Social Trends Impacting Consumer Behavior
Eric Fernandez, MediaLink
Jeff Mirman, Turner Sports
John Mitchell, CSE
EXPANDING REACH AND CONVERSATION: The panelists agreed that it was important not to spend too much time focused on one specific social platform, but to have a hand in all the different mediums to expand reach and further conversations. Mitchell said, “You want to be on all these different platforms because you have different consumers consuming the different stories across all those. ...What’s important when you have a big event is to make sure you are everywhere socially. You have to start the conversation on all these different platforms.” Mirman added, “We try to look at what is right for the moment and what’s right for the fan or brand. So we try to spread as much of this stuff as we can to try to get a better net and get as many different impressions as we can.”
What sports property is on the rise?
Mitchell: There’s a lot of fascination around boxing and Ultimate Fighting and things like that, even WWE to a standpoint, and how people really get passionate about that. As long as there are people out there talking about it, brands have to be aware of it.
Fernandez: The UFC. From the perspective of a digital standpoint, they don’t view themselves as a sporting entity, they view themselves as a content company. As such, they’re very progressive in how they go about distributing that content. They’re really creative and I think they had a chip on their shoulder right from the get-go.
Mirman: I always appreciate Red Bull and the way they view content and use it in the social space. I think they’re always pushing the envelope and they’re doing new things all the time. Everything they do has such a huge effect on the press and the media space.
What are you keeping an eye on in the next year?
Mirman: It’s all about understanding data. It’s the Wild West right now.
Mitchel: It’s also the context, and how brands start responding to that (data). That’s going to be something that’s going to be very powerful that brands haven’t completely attacked yet. What brands haven’t fully tapped yet is this ability to reach out and reward people all the time.
Fernandez: What’s going to be next? Vine is 6-8 months old and that caused Instagram to come up with video, and so what’s going to be next? What’s going to be the next device or what’s going to be the next platform that people really gravitate towards?