What is the value of social media? That is a question everyone seeks to answer. If selected to participate in SXsports 2015, this panel will provide attendees with a look into the ways that sports fans are using social media, how that use differs from non-fans, and how those insights can be used to more effectively engage with and target fans moving forward. Panelists will utilize research from The Social Media Scoreboard, a comprehensive and insightful report on social media and its influence on professional sports from Navigate Research and Wasserman Media Group, to help attendees understand the value of fan engagement and social media assets within sports sponsorship. Panelists will then discuss practical, best-in-class examples that have utilized this research to effectively optimize social media for fan engagement.

12. THERE IS MORE VALUE IN ENGAGEMENT
Traditional
How many people may have seen an
ad / integration?
DigitalCPM
How many went to the page and likely
saw it?
IMPRESSIONS MODEL WHAT’SWORKING
Digital Engagement
DIGITAL VALUE
Assets have differentvaluesbased on how
they drive consumersthroughthe purchase
funnel
• Consider using the market models to
create an equation for value:
o Awareness = CPM
o Positive Perception = CPC / CPE
o Purchase Intent = CPE
Be a Platform, nota Publisher
Impressions thatlead to Engagements

13. CUSTOM METRICS
If valued on impressions, this would
be valued at:
$3,300,000 ($10 CPM)
If valued on engagements, this would
be valued at:
$3,750,000 (.75 CPE)
Even at CPE of $0.75 it is more
advantageous to value by
engagement.
*CPE of comparablytargeted offeringis higherfor
premiumcontentlikesports.
Define ValueCPM BASELINES
33MM
Impressions for 10 Posts
5,000,000
Engaged Users
CPM vs. CPE
Exploring a New Model for Valuing Digital and Social Assets
ENGAGEMENTS
Metrics

14. ATHLETE CONTENT FAN SUBMISSIONS
SOCIAL PROMOTION IN-VENUE DISPLAY
HOW DO YOU TAKE ADVANTAGE OF THE OPPORTUNITY?
Example: Tottenham Hotspur, #CallingAllSpurs
BY LEVERAGING INSIGHTS AND ACTIVATING ACROSS MULTIPLE PLATFORMS, TOTTENHAM ENGAGED 5M+ FANS
AND GENERATED SIGNIFICANT EARNED MEDIA VALUE FOR ITS PARTNERS

15. BY EVANGELIZING ANALYTICS INTERNALLY, THE HEAT SUCCESSFULLY CREATE, PRICE, AND PACKAGE
DIGITAL ASSETS TO DRIVE MORE REVENUE AND FAN ENGAGEMENT.
Example: Miami Heat
UNDERSTANDING YOUR COMPETITIVE SET
AND USING YOUR DATA FOR PRACTICAL
IMPROVEMENT

16. THE 49ERS USE INSIGHTS TO IDENTIFY WAYS TO BETTER CRAFT BREAKTHROUGH AND SHAREABLE
CONTENT TO DRIVE REACH AND ENGAGEMENT.
Example: San Francisco 49ers
MAXIMIZING BRAND REACH & ENGAGEMENT
THROUGH CONTENT