SlideShare une entreprise Scribd logo
1  sur  23
Télécharger pour lire hors ligne
LEVERAGING ENGAGEMENT RESEARCH
Logics and Mindsets from the Havas / AIL
FANS.PASSIONS.BRANDS Global Football Study
Erin Reilly, research fellow: ereilly@usc.edu
Jake de Grazia, project manager: degrazia@usc.edu
1
THE LOGICS OF ENGAGEMENT
The Logics describe
the various ways fans
approach their objects
of fanship and the
goals that drive their
fannish behaviors.
2
Because these Logics are
motivated by internal factors and
are marked by certain behaviors
that all fans exhibit, we believe they
can be applied not only to soccer
but to other domains, including film,
art, music, and politics, to name a
few.
3
ENTERTAINMENT
enjoying the overall
experience and
atmosphere
surrounding soccer
4
SOCIAL CONNECTION
participating in the
soccer fandom in
order to create or
deepen
relationships with
other fans
5
PRIDE
reflecting one’s
soccer fanship in
outward
appearance and
public behavior
6
IDENTIFICATION
strongly associating
oneself with teams,
players, leagues, or
the sport and
defining oneself as
a soccer fan
7
ADVOCACY
championing on
behalf of teams or
players and taking
positions on issues
within the soccer
fandom
8
IMMERSION
losing oneself in
soccer’s parallel
universe by shifting
one’s focus from
“real life” and into
the sport
9
MASTERY
interest in learning
and understanding
detailed information
and stories about
soccer
10
PLAY
virtual or real life
participation in
activities related to
soccer
11
12
Logics act as lenses through
which we can understand
fans’ motivations and
desires to engage with a
specific type of content.
13
Fans are usually engaging
through mixtures of the
Logics, and common
mixtures are recognizable
as recurring fan mindsets.
14
While many fans resemble one of these fan
mindsets most of the time, most fans shift
from mindset to mindset, depending on
situational triggers
● What does the fan know?
● How does the fan engage with
others?
● Where is the fan?
● When does the engagement
happen?
● What is the mood of the
experience?
15
Fans.Passions.Brands. Global Football Study 2014
THE FOLLOWER
Followers are mildly passionate but active and participatory
fans.
Being a fan is not important to me, but I like the social
events around it. - Raina, France
I’m a middle of the road fan. I’m not going to paint my
body, but I’m an at-the-game-cheering-you-on type of
fan. - Penny, USA
Countries with high percentages of Followers: Germany, Italy,
Brazil
Defining Logics: Social Connection, Play
16
THE PATRIOT
Patriots are dutiful—though not particularly passionate—fans of
their favorite teams.
I’m a normal fan. I’m more into it than some people I
grew up with but not as extreme as others. I’m a more
discreet fan. - Jane, USA
I wanted to cheer for Canada or a Vancouver team
during the World Cup, but I didn’t have anyone to cheer
for. - Julia, Canada
Countries with high percentages of Patriots: USA, UK
Defining Logics: Identification, Advocacy,
Social Connection
17
THE EXPLORER
Explorers not only love the game of football, but they are also
fiercely loyal to their favorite teams.
I’m a 100% fan. You can’t be more fan than that. -
Pedro, Brazil
Being a fan of your team is like the perfect love. You can
change jobs. You can change cities. You can change
wives. You can change almost everything in life, but your
love for your football team is immortal. It will go with you
all the way to the end. - Salvador, Spain
Countries with high percentages of Explorers: China, Mexico,
South Africa
Defining Logics: Advocacy, Identification,
Pride, Social Connection, Play
18
THE CONNOISSEUR
Connoisseurs are fans of the sport above all else.
I’m seriously considering taking an unpaid leave of
absence from my job so I can watch the World Cup full
time this summer. - Winston, USA
All my friends, my family, and my husband talk about
football with me. I provide information about football for
everybody. - Pauleta, Brazil, F, 31
Countries with high percentages of Connoisseurs: Brazil,
Colombia, Argentina
Defining Logics: Play, Mastery, Social
Connection, Pride
19
THE OBSERVER
Observers are somewhat interested in football, but most of
them don’t see the sport as an important part of their lives, at
least not right now.
What I know about this year’s World Cup is that Brazil
barely got its act together in time and that there’s political
stuff going on that could rear its head during the
tournament. - Mary, USA
From when I was little, even though I played soccer, I
always thought of it as an Italian sport and a Brazilian
sport, not an American sport. But I know now that I’ve
watched some World Cup with fans that it’s a sport that I
could get excited about. - Gail, USA
Countries with high percentages of Observers: UK, France
Defining Logics: Entertainment, Immersion
20
THE GUARDIAN
Guardians are loud, high-energy, high-emotion, fun-loving fans.
I’m a flaky fan—I went the past two years not being a fan
at all—but when I decide to support a team, I go all the
way. I put my heart into. I watched every single game of
the World Cup. - Patricia, Colombia
After the match, I’ll use the phone to call friends or send
messages, but never during the match. - Carlos, Chile
Countries with high percentages of Guardians: Colombia, South
Africa, Argentina
Defining Logics: Pride, Immersion,
Entertainment
21
22
Once we’ve collected this information,
what can we do with it?
23
Next steps with Leveraging Engagement
1) MUSIC FANS
2) UNSCRIPTED ENTERTAINMENT FANS
3) TRANSMEDIA UNIVERSE FANS
** NEW LOGICS: ADD CREATE; EXPLORATION
MERGE IDENTIFICATION / PRIDE; EXPAND ADVOCACY

Contenu connexe

En vedette

Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting Bret Werner
 
Sports Loyalty: Exploring fan engagement
Sports Loyalty: Exploring fan engagementSports Loyalty: Exploring fan engagement
Sports Loyalty: Exploring fan engagementDeloitte United States
 
How Football Teams Drive Fan Engagement With Marketing Automation
How Football Teams Drive Fan Engagement With Marketing AutomationHow Football Teams Drive Fan Engagement With Marketing Automation
How Football Teams Drive Fan Engagement With Marketing AutomationSimplyCast
 
Fan Engagement: Sports Social Media Done Right
Fan Engagement: Sports Social Media Done RightFan Engagement: Sports Social Media Done Right
Fan Engagement: Sports Social Media Done RightPursuant Sports
 
L'Audace & les Français
L'Audace & les FrançaisL'Audace & les Français
L'Audace & les FrançaisIpsos France
 
THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED” FOOTBALL (SOCC...
THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED”  FOOTBALL (SOCC...THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED”  FOOTBALL (SOCC...
THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED” FOOTBALL (SOCC...CharlesDaniels123
 
Energie : le rapport caché sur une France 100% renouvelable
Energie : le rapport caché sur une France 100% renouvelableEnergie : le rapport caché sur une France 100% renouvelable
Energie : le rapport caché sur une France 100% renouvelableAlter Clermont
 
Brand Marketing To The Soccer Consumer
Brand Marketing To The Soccer ConsumerBrand Marketing To The Soccer Consumer
Brand Marketing To The Soccer Consumergesoccerm
 
Deloitte Football Money League - Planet Football
Deloitte Football Money League - Planet FootballDeloitte Football Money League - Planet Football
Deloitte Football Money League - Planet FootballDeloitte UK
 
Modern marketing organizational structure @kaykas - jascha kaykas-wolff
Modern marketing organizational structure   @kaykas - jascha kaykas-wolffModern marketing organizational structure   @kaykas - jascha kaykas-wolff
Modern marketing organizational structure @kaykas - jascha kaykas-wolffJascha Kaykas-Wolff
 
Football fans stay loyal
Football fans stay loyalFootball fans stay loyal
Football fans stay loyalalbisou
 
Childrens Museums: Tangible Storytelling + Play + Learning
Childrens Museums: Tangible Storytelling + Play + LearningChildrens Museums: Tangible Storytelling + Play + Learning
Childrens Museums: Tangible Storytelling + Play + LearningErin Brockette Reilly
 
Unit Soccer lesson plan day 1 Beginner
Unit Soccer lesson plan day 1 BeginnerUnit Soccer lesson plan day 1 Beginner
Unit Soccer lesson plan day 1 BeginnerKyle R. Murphy
 
Lesson plan school nº 6 6 grade- fernandez, aristu,oses, onischuk
Lesson plan  school nº 6 6 grade- fernandez, aristu,oses, onischukLesson plan  school nº 6 6 grade- fernandez, aristu,oses, onischuk
Lesson plan school nº 6 6 grade- fernandez, aristu,oses, onischukMajo Aristu
 

En vedette (20)

Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting
 
Sports Loyalty: Exploring fan engagement
Sports Loyalty: Exploring fan engagementSports Loyalty: Exploring fan engagement
Sports Loyalty: Exploring fan engagement
 
How Football Teams Drive Fan Engagement With Marketing Automation
How Football Teams Drive Fan Engagement With Marketing AutomationHow Football Teams Drive Fan Engagement With Marketing Automation
How Football Teams Drive Fan Engagement With Marketing Automation
 
Fan Engagement: Sports Social Media Done Right
Fan Engagement: Sports Social Media Done RightFan Engagement: Sports Social Media Done Right
Fan Engagement: Sports Social Media Done Right
 
How Social Media is changing Sports Marketing
How Social Media is changing Sports MarketingHow Social Media is changing Sports Marketing
How Social Media is changing Sports Marketing
 
L'Audace & les Français
L'Audace & les FrançaisL'Audace & les Français
L'Audace & les Français
 
THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED” FOOTBALL (SOCC...
THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED”  FOOTBALL (SOCC...THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED”  FOOTBALL (SOCC...
THE CHANGING ROLE OF THE “SOCIALLY CONNECTED, MOBILE ENABLED” FOOTBALL (SOCC...
 
Energie : le rapport caché sur une France 100% renouvelable
Energie : le rapport caché sur une France 100% renouvelableEnergie : le rapport caché sur une France 100% renouvelable
Energie : le rapport caché sur une France 100% renouvelable
 
Brand Marketing To The Soccer Consumer
Brand Marketing To The Soccer ConsumerBrand Marketing To The Soccer Consumer
Brand Marketing To The Soccer Consumer
 
Deloitte Football Money League - Planet Football
Deloitte Football Money League - Planet FootballDeloitte Football Money League - Planet Football
Deloitte Football Money League - Planet Football
 
Modern marketing organizational structure @kaykas - jascha kaykas-wolff
Modern marketing organizational structure   @kaykas - jascha kaykas-wolffModern marketing organizational structure   @kaykas - jascha kaykas-wolff
Modern marketing organizational structure @kaykas - jascha kaykas-wolff
 
Publicis transformation
Publicis transformationPublicis transformation
Publicis transformation
 
Connecting Man and the Machine
Connecting Man and the MachineConnecting Man and the Machine
Connecting Man and the Machine
 
Connecting Man and the Machine
Connecting Man and the MachineConnecting Man and the Machine
Connecting Man and the Machine
 
Football fans stay loyal
Football fans stay loyalFootball fans stay loyal
Football fans stay loyal
 
Playing with the Future
Playing with the FuturePlaying with the Future
Playing with the Future
 
Childrens Museums: Tangible Storytelling + Play + Learning
Childrens Museums: Tangible Storytelling + Play + LearningChildrens Museums: Tangible Storytelling + Play + Learning
Childrens Museums: Tangible Storytelling + Play + Learning
 
Transmedia PLAY Experiments
Transmedia PLAY ExperimentsTransmedia PLAY Experiments
Transmedia PLAY Experiments
 
Unit Soccer lesson plan day 1 Beginner
Unit Soccer lesson plan day 1 BeginnerUnit Soccer lesson plan day 1 Beginner
Unit Soccer lesson plan day 1 Beginner
 
Lesson plan school nº 6 6 grade- fernandez, aristu,oses, onischuk
Lesson plan  school nº 6 6 grade- fernandez, aristu,oses, onischukLesson plan  school nº 6 6 grade- fernandez, aristu,oses, onischuk
Lesson plan school nº 6 6 grade- fernandez, aristu,oses, onischuk
 

Similaire à Leveraging Engagement: Global Football (Soccer) Study

Cynisca Campaign Proposal
Cynisca Campaign ProposalCynisca Campaign Proposal
Cynisca Campaign ProposalEsther Workman
 
Social Media and the Future of Sports
Social Media and the Future of Sports Social Media and the Future of Sports
Social Media and the Future of Sports sheridan2013
 
Sociological Observation of a Sporting Event Student Name .docx
Sociological Observation of a Sporting Event Student Name  .docxSociological Observation of a Sporting Event Student Name  .docx
Sociological Observation of a Sporting Event Student Name .docxjensgosney
 
Garrett genre piece final
Garrett genre piece finalGarrett genre piece final
Garrett genre piece finalgewalker5625
 
Fan Violence During A Soccer Match
Fan Violence During A Soccer MatchFan Violence During A Soccer Match
Fan Violence During A Soccer MatchKelly Lindemann
 
Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Ariana Spang
 
ChiliadAgency_FINALBOOK_spreads
ChiliadAgency_FINALBOOK_spreadsChiliadAgency_FINALBOOK_spreads
ChiliadAgency_FINALBOOK_spreadsMeghan Dorn
 
Nfl fans audience report 2015 by GlobalWebIndex
Nfl fans audience report 2015 by GlobalWebIndexNfl fans audience report 2015 by GlobalWebIndex
Nfl fans audience report 2015 by GlobalWebIndexPierre TROCHET
 
NFL fans audience by GWi
NFL fans audience by GWiNFL fans audience by GWi
NFL fans audience by GWiAlan Martínez
 
The Challenges Of Public Speaking
The Challenges Of Public SpeakingThe Challenges Of Public Speaking
The Challenges Of Public SpeakingMelissa Williams
 
SGP Sildes
SGP SildesSGP Sildes
SGP Sildes100450
 
Pat Belford
Pat BelfordPat Belford
Pat Belford100450
 
Pat Belford
Pat BelfordPat Belford
Pat Belford100450
 
Comm Research Paper - Wecht
Comm Research Paper - WechtComm Research Paper - Wecht
Comm Research Paper - WechtBrad Byers
 
Reading 2-1: Fan Identification PowerPoint
Reading 2-1: Fan Identification PowerPointReading 2-1: Fan Identification PowerPoint
Reading 2-1: Fan Identification PowerPointjsande6
 

Similaire à Leveraging Engagement: Global Football (Soccer) Study (20)

Fan favorites
Fan favoritesFan favorites
Fan favorites
 
Cynisca Campaign Proposal
Cynisca Campaign ProposalCynisca Campaign Proposal
Cynisca Campaign Proposal
 
Campaigns Book FINAL
Campaigns Book FINALCampaigns Book FINAL
Campaigns Book FINAL
 
Social Media and the Future of Sports
Social Media and the Future of Sports Social Media and the Future of Sports
Social Media and the Future of Sports
 
Sociological Observation of a Sporting Event Student Name .docx
Sociological Observation of a Sporting Event Student Name  .docxSociological Observation of a Sporting Event Student Name  .docx
Sociological Observation of a Sporting Event Student Name .docx
 
Social Media and Sports Management
Social Media and Sports ManagementSocial Media and Sports Management
Social Media and Sports Management
 
Garrett genre piece final
Garrett genre piece finalGarrett genre piece final
Garrett genre piece final
 
Fan Violence During A Soccer Match
Fan Violence During A Soccer MatchFan Violence During A Soccer Match
Fan Violence During A Soccer Match
 
Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership
 
ChiliadAgency_FINALBOOK_spreads
ChiliadAgency_FINALBOOK_spreadsChiliadAgency_FINALBOOK_spreads
ChiliadAgency_FINALBOOK_spreads
 
Nfl fans audience report 2015 by GlobalWebIndex
Nfl fans audience report 2015 by GlobalWebIndexNfl fans audience report 2015 by GlobalWebIndex
Nfl fans audience report 2015 by GlobalWebIndex
 
NFL fans audience by GWi
NFL fans audience by GWiNFL fans audience by GWi
NFL fans audience by GWi
 
A Kingdom United
A Kingdom UnitedA Kingdom United
A Kingdom United
 
The Challenges Of Public Speaking
The Challenges Of Public SpeakingThe Challenges Of Public Speaking
The Challenges Of Public Speaking
 
SGP Sildes
SGP SildesSGP Sildes
SGP Sildes
 
Pat Belford
Pat BelfordPat Belford
Pat Belford
 
Pat Belford
Pat BelfordPat Belford
Pat Belford
 
Comm Research Paper - Wecht
Comm Research Paper - WechtComm Research Paper - Wecht
Comm Research Paper - Wecht
 
Reading 2-1: Fan Identification PowerPoint
Reading 2-1: Fan Identification PowerPointReading 2-1: Fan Identification PowerPoint
Reading 2-1: Fan Identification PowerPoint
 
NFL brand audit
NFL brand auditNFL brand audit
NFL brand audit
 

Plus de Erin Brockette Reilly

Childrens' Museums Tangible Storytelling + Play + Learning
Childrens' Museums Tangible Storytelling + Play + LearningChildrens' Museums Tangible Storytelling + Play + Learning
Childrens' Museums Tangible Storytelling + Play + LearningErin Brockette Reilly
 
Tangible Storytelling + Play + Learning
Tangible Storytelling + Play + LearningTangible Storytelling + Play + Learning
Tangible Storytelling + Play + LearningErin Brockette Reilly
 
Visualization as a New Media Literacy
Visualization as a New Media LiteracyVisualization as a New Media Literacy
Visualization as a New Media LiteracyErin Brockette Reilly
 
Becoming Transmedia Architects Through Play and Visual Thinking
Becoming Transmedia Architects Through Play and Visual ThinkingBecoming Transmedia Architects Through Play and Visual Thinking
Becoming Transmedia Architects Through Play and Visual ThinkingErin Brockette Reilly
 
PLAY: Participatory Learning And You!
PLAY: Participatory Learning And You!PLAY: Participatory Learning And You!
PLAY: Participatory Learning And You!Erin Brockette Reilly
 
Designing with Teachers: Participatory Approaches to Professional Development...
Designing with Teachers: Participatory Approaches to Professional Development...Designing with Teachers: Participatory Approaches to Professional Development...
Designing with Teachers: Participatory Approaches to Professional Development...Erin Brockette Reilly
 
iCeltic 61908 Erin Reilly Presentation
iCeltic 61908 Erin Reilly PresentationiCeltic 61908 Erin Reilly Presentation
iCeltic 61908 Erin Reilly PresentationErin Brockette Reilly
 
Journalism & the New Media Literacies 101608
Journalism & the New Media Literacies 101608Journalism & the New Media Literacies 101608
Journalism & the New Media Literacies 101608Erin Brockette Reilly
 
NASBE - Youth, Media and Relationships
NASBE - Youth, Media and RelationshipsNASBE - Youth, Media and Relationships
NASBE - Youth, Media and RelationshipsErin Brockette Reilly
 
Visualization as a New Media Literacy
Visualization as a New Media LiteracyVisualization as a New Media Literacy
Visualization as a New Media LiteracyErin Brockette Reilly
 
Cooney Leadership Forum - Future of eBooks
Cooney Leadership Forum - Future of eBooksCooney Leadership Forum - Future of eBooks
Cooney Leadership Forum - Future of eBooksErin Brockette Reilly
 

Plus de Erin Brockette Reilly (20)

Childrens' Museums Tangible Storytelling + Play + Learning
Childrens' Museums Tangible Storytelling + Play + LearningChildrens' Museums Tangible Storytelling + Play + Learning
Childrens' Museums Tangible Storytelling + Play + Learning
 
Tangible Storytelling + Play + Learning
Tangible Storytelling + Play + LearningTangible Storytelling + Play + Learning
Tangible Storytelling + Play + Learning
 
Visualization as a New Media Literacy
Visualization as a New Media LiteracyVisualization as a New Media Literacy
Visualization as a New Media Literacy
 
PLAY Minecraft!
PLAY Minecraft!PLAY Minecraft!
PLAY Minecraft!
 
Shaping Our Shadow
Shaping Our ShadowShaping Our Shadow
Shaping Our Shadow
 
Becoming Transmedia Architects Through Play and Visual Thinking
Becoming Transmedia Architects Through Play and Visual ThinkingBecoming Transmedia Architects Through Play and Visual Thinking
Becoming Transmedia Architects Through Play and Visual Thinking
 
PLAY: Participatory Learning And You!
PLAY: Participatory Learning And You!PLAY: Participatory Learning And You!
PLAY: Participatory Learning And You!
 
Designing with Teachers: Participatory Approaches to Professional Development...
Designing with Teachers: Participatory Approaches to Professional Development...Designing with Teachers: Participatory Approaches to Professional Development...
Designing with Teachers: Participatory Approaches to Professional Development...
 
Why are you an artist?
Why are you an artist?Why are you an artist?
Why are you an artist?
 
Remix Culture 4 Learning
Remix Culture 4 LearningRemix Culture 4 Learning
Remix Culture 4 Learning
 
NECC 2009 Afterschool Programs
NECC 2009 Afterschool ProgramsNECC 2009 Afterschool Programs
NECC 2009 Afterschool Programs
 
Mad Skills - Global Kids Case Study
Mad Skills - Global Kids Case StudyMad Skills - Global Kids Case Study
Mad Skills - Global Kids Case Study
 
iCeltic 61908 Erin Reilly Presentation
iCeltic 61908 Erin Reilly PresentationiCeltic 61908 Erin Reilly Presentation
iCeltic 61908 Erin Reilly Presentation
 
Journalism & the New Media Literacies 101608
Journalism & the New Media Literacies 101608Journalism & the New Media Literacies 101608
Journalism & the New Media Literacies 101608
 
LL Media Maker Collection
LL Media Maker CollectionLL Media Maker Collection
LL Media Maker Collection
 
NASBE - Youth, Media and Relationships
NASBE - Youth, Media and RelationshipsNASBE - Youth, Media and Relationships
NASBE - Youth, Media and Relationships
 
Visualization as a New Media Literacy
Visualization as a New Media LiteracyVisualization as a New Media Literacy
Visualization as a New Media Literacy
 
Cooney Leadership Forum - Future of eBooks
Cooney Leadership Forum - Future of eBooksCooney Leadership Forum - Future of eBooks
Cooney Leadership Forum - Future of eBooks
 
Shaping our Shadow
Shaping our ShadowShaping our Shadow
Shaping our Shadow
 
Future of ebooks in the Classroom
Future of ebooks in the ClassroomFuture of ebooks in the Classroom
Future of ebooks in the Classroom
 

Dernier

Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 

Dernier (20)

Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 

Leveraging Engagement: Global Football (Soccer) Study

  • 1. LEVERAGING ENGAGEMENT RESEARCH Logics and Mindsets from the Havas / AIL FANS.PASSIONS.BRANDS Global Football Study Erin Reilly, research fellow: ereilly@usc.edu Jake de Grazia, project manager: degrazia@usc.edu 1
  • 2. THE LOGICS OF ENGAGEMENT The Logics describe the various ways fans approach their objects of fanship and the goals that drive their fannish behaviors. 2
  • 3. Because these Logics are motivated by internal factors and are marked by certain behaviors that all fans exhibit, we believe they can be applied not only to soccer but to other domains, including film, art, music, and politics, to name a few. 3
  • 4. ENTERTAINMENT enjoying the overall experience and atmosphere surrounding soccer 4
  • 5. SOCIAL CONNECTION participating in the soccer fandom in order to create or deepen relationships with other fans 5
  • 6. PRIDE reflecting one’s soccer fanship in outward appearance and public behavior 6
  • 7. IDENTIFICATION strongly associating oneself with teams, players, leagues, or the sport and defining oneself as a soccer fan 7
  • 8. ADVOCACY championing on behalf of teams or players and taking positions on issues within the soccer fandom 8
  • 9. IMMERSION losing oneself in soccer’s parallel universe by shifting one’s focus from “real life” and into the sport 9
  • 10. MASTERY interest in learning and understanding detailed information and stories about soccer 10
  • 11. PLAY virtual or real life participation in activities related to soccer 11
  • 12. 12 Logics act as lenses through which we can understand fans’ motivations and desires to engage with a specific type of content.
  • 13. 13 Fans are usually engaging through mixtures of the Logics, and common mixtures are recognizable as recurring fan mindsets.
  • 14. 14 While many fans resemble one of these fan mindsets most of the time, most fans shift from mindset to mindset, depending on situational triggers ● What does the fan know? ● How does the fan engage with others? ● Where is the fan? ● When does the engagement happen? ● What is the mood of the experience?
  • 16. THE FOLLOWER Followers are mildly passionate but active and participatory fans. Being a fan is not important to me, but I like the social events around it. - Raina, France I’m a middle of the road fan. I’m not going to paint my body, but I’m an at-the-game-cheering-you-on type of fan. - Penny, USA Countries with high percentages of Followers: Germany, Italy, Brazil Defining Logics: Social Connection, Play 16
  • 17. THE PATRIOT Patriots are dutiful—though not particularly passionate—fans of their favorite teams. I’m a normal fan. I’m more into it than some people I grew up with but not as extreme as others. I’m a more discreet fan. - Jane, USA I wanted to cheer for Canada or a Vancouver team during the World Cup, but I didn’t have anyone to cheer for. - Julia, Canada Countries with high percentages of Patriots: USA, UK Defining Logics: Identification, Advocacy, Social Connection 17
  • 18. THE EXPLORER Explorers not only love the game of football, but they are also fiercely loyal to their favorite teams. I’m a 100% fan. You can’t be more fan than that. - Pedro, Brazil Being a fan of your team is like the perfect love. You can change jobs. You can change cities. You can change wives. You can change almost everything in life, but your love for your football team is immortal. It will go with you all the way to the end. - Salvador, Spain Countries with high percentages of Explorers: China, Mexico, South Africa Defining Logics: Advocacy, Identification, Pride, Social Connection, Play 18
  • 19. THE CONNOISSEUR Connoisseurs are fans of the sport above all else. I’m seriously considering taking an unpaid leave of absence from my job so I can watch the World Cup full time this summer. - Winston, USA All my friends, my family, and my husband talk about football with me. I provide information about football for everybody. - Pauleta, Brazil, F, 31 Countries with high percentages of Connoisseurs: Brazil, Colombia, Argentina Defining Logics: Play, Mastery, Social Connection, Pride 19
  • 20. THE OBSERVER Observers are somewhat interested in football, but most of them don’t see the sport as an important part of their lives, at least not right now. What I know about this year’s World Cup is that Brazil barely got its act together in time and that there’s political stuff going on that could rear its head during the tournament. - Mary, USA From when I was little, even though I played soccer, I always thought of it as an Italian sport and a Brazilian sport, not an American sport. But I know now that I’ve watched some World Cup with fans that it’s a sport that I could get excited about. - Gail, USA Countries with high percentages of Observers: UK, France Defining Logics: Entertainment, Immersion 20
  • 21. THE GUARDIAN Guardians are loud, high-energy, high-emotion, fun-loving fans. I’m a flaky fan—I went the past two years not being a fan at all—but when I decide to support a team, I go all the way. I put my heart into. I watched every single game of the World Cup. - Patricia, Colombia After the match, I’ll use the phone to call friends or send messages, but never during the match. - Carlos, Chile Countries with high percentages of Guardians: Colombia, South Africa, Argentina Defining Logics: Pride, Immersion, Entertainment 21
  • 22. 22 Once we’ve collected this information, what can we do with it?
  • 23. 23 Next steps with Leveraging Engagement 1) MUSIC FANS 2) UNSCRIPTED ENTERTAINMENT FANS 3) TRANSMEDIA UNIVERSE FANS ** NEW LOGICS: ADD CREATE; EXPLORATION MERGE IDENTIFICATION / PRIDE; EXPAND ADVOCACY