digital marketing audit
TRANSCRIPT
BOSTON RED SOX DIGITAL MARKETING AUDIT
ASHLEY ANDERSON SPRING 2015
TODAY’S LINEUP
• Digital Strategy • Official Website • Facebook
• Apps
• MLB Shop • Stamp & Share App
Recommendation • Digital Marketing Letter Grade
• Best Practices: Engaging a Distributed Fan Base
DIGITAL STRATEGY • “Keeping Red Sox Tradition” • Targeting families and adults • Strategies focus on creating
emotional ties with the Red Sox which will in turn result in regular outings to the game and increased season ticket purchases.
• Digital Marketing Goals: • Increase brand awareness of
history and tradition • Gain market share of the fans
and gather market data • Increase page views and
purchases of tickets and merchandise
Source: http://newmediadl.cas.msu.edu/homework/1002/104907
THE OFFICIAL SITE OF THE BOSTON RED SOX
• Fully-integrated website • Scores • Promotions • MLB TV call-to-action • Tickets, suites, & hospitality • Social media dashboard • Videos • Red Sox branded ads
• Strength: Provides multiple touch points for fans to interact with team/brand. Everything’s in one place.
• Weakness: Somewhat cluttered. A little overwhelming.
FACEBOOK • 4.9 million likes • Integrated Tickets App • Connects with fans about team
history, provides game updates, promotes game attendance and online contests
• Strength: Every post contains a video or photo, which keeps posts relevant and interactive.
• Weakness: Lacks direct brand-to-fan engagement.
TWITTER • 1.04 million followers • Provides live game updates
using the same colorful language as baseball radio broadcasters
• Consistent brand messaging with hashtags: #RedSox #RedSoxNation #HighFiveCity
• Strength: Engages with fans in a timely and friendly manner.
• Weakness: Could ask more open-ended questions to encourage conversation
INSTAGRAM • 429,000 followers • Instagram posts celebrate the
sport, the players, and Fenway Park • Strength: Taps into calendar of
events to ensure relevance year round: Spring Training, Winter Weekend, The Gift of Sox, Truck Day, etc.
• Weakness: Doesn’t utilize repost app to share fan photos, which would boost 1:1 engagement. Should change their photo to Red Sox logo to match their other social media sites.
BALLPARK APP
• Official MLB Ballpark App Offers: • Mobile check-in • Social media • Offers • Rewards • Player and team music • Exclusive content
• Strength: Extremely easy to navigate. A to Z Guide provides quick reference for Fenway accommodations and general Red Sox questions.
• Weakness: Only relevant to fans who live near team and actually attend games.
AT BAT APP • Access to scores, player stats,
standings, roster, coaches, and transactions.
• Links to tickets, pro shop, and social media accounts
• Strength: Provides customized, exclusive content for diehard fans.
• Weakness: Most of this information can be found elsewhere. It’s a free app, but they want you purchase a monthly or season subscription ($2.99 or$19.99) in order to access exclusive content.
MLB SHOP • Official Online Shop of the
Boston Red Sox: • Jerseys • Apparel and Hats • Throwback Merchandise • Authentics Shop • Home & Office • DVD & Books • Capitalizes on emotional ties to
brand. There’s something for everyone.
STAMP & SHARE APP RECOMMENDATION • Create official Boston Red Sox app that
fans will want to download in order to stamp photos and share on social media.
• Examples: TEDxPortland Perfect App and Nike+ Training Club App
• Offer a variety of stamps to choose from. Ex: Socks, “B”, Fenway Park logo, etc.
• Provides fans with added incentive to share photos of team/brand/property, which generates more brand awareness and keeps history alive.
Sources: https://itunes.apple.com/us/app/pdx-perfect/id797151717?mt=8
http://news.nike.com/news/new-nike-training-club-app-update-inspires-athletes-for-the-new-year
DIGITAL MARKETING LETTER GRADE: A-
• Home Run: • Consistent brand messaging on
all digital platforms: Website, Ball Park App, MLB Shop, etc.
• Shares lots of great content relating to their rich history
• Batting Practice:
• Needs to invest more time in 1:1 fan engagement on Twitter and Facebook
• Utilize repost app and change Instagram profile picture
BEST PRACTICES: ENGAGING A DISTRIBUTED FAN BASE • Fan base of team doesn’t stop at
city limits • Using social media to engage fans
worldwide helps brand discover “influencers” that diffuse content to disparate fan groups
• Engaging fans on social media also helps extent brand awareness and uncover emerging and under-served fan communities.
Source: http://datascience.berkeley.edu/data-baseball-fan-engagement/
THE END