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January 7, 2015 | Volume 12, Issue 40
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MINNESOTA TIMBERWOLVES GO SOCIAL TO INCREASE FAN ENGAGEMENT AND GENERATE LIFETIME VALUE
The Minnesota Timberwolves use hashtag #WolvesMadness
By: Alby Abalos
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Click the image above to check out the Minnesota Timberwolves website!
Dear Faithful Readers,
Happy New Year!
2014 was a great year for the National Sports Forum. We kicked things off in Dallas, where we had our biggest Forum ever, we had a great Spring Time in San Diego with our Steering Committee where we began planning what we will kick off 2015 with… the 20th Anniversary of the National Sports Forum.
January is here and as hard as it is to believe we are now a month away from Cincinnati and the 2015 NSF. January is also a big month for the NBA. As the NFL season winds down the NBA picks up steam as it heads into its All-Star weekend in February.
We wanted to focus on an NBA team this issue and the great program done by the Minnesota Timberwolves. Their social media campaign is one of the most impressive ones we have seen.
Check it out!
Ryan
P.S. - Feeling creative? Send in your best marketing and advertising campaign from 2014 and your team could be the next feature in "Selling It"!
PROGRAM TITLE
Minnesota Timberwolves: #WolvesMadness
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OBJECTIVES
The Minnesota Timberwolves looked to increase fan engagement through a week of game nights with a social media focus. They wanted to connect and communicate with their fans by bringing social media into the arena during games. The Timberwolves started a hashtag campaign #WolvesMadness. Fans could post on their social media sites using the hashtag to show their Wolves pride as well as follow it for giveaway opportunities, incentives, and player meet-and-greets. The Timberwolves aimed to further engage fans and recognize highly involved fans, plus identify fans they can better reach.
PROGRAM DESCRIPTION
The Timberwolves wanted to dedicate ten days towards their fans. They created a social media campaign, #WolvesMadness, which ran from March 1-11, 2014. This hashtag could be used and followed via Facebook, Twitter, and Instagram. The Timberwolves looked to increase fan engagement and ultimately collect fan data.
The Timberwolves partnered with Shoutlet to build a webpage that fans can interact with, which allows them to collect data on the social audience. Shoutlet creates fan profiles and helps gather data into their CRM database. Fan profiles consist of their name, email, geographic location, how often he/she re-tweets, etc. The data collected helps answer the questions “Which fans enter the sales process?”, “Which fans closed the sales process?”, “Which fans regularly buy tickets?” etc. The Timberwolves can also use the data to segment fans to see the best times and methods to connect with them.
Shoutlet’s social CRM helps the Minnesota Timberwolves engage with the right fans. The key differentiator of Shoutlet is the large amounts of data collected about the customer base. According to Shoutlet Account Manager, Max Luedke, “Shoutlet is the leading social relationship platform. We help large companies prove return on social through a focus on integrating social data into business, scaling social across the enterprise, and helping brands build relationships that drive measurable business impact.”
The #WolvesMadness campaign was promoted on game night all around the arena with the help of Fox Sports North. Highly engaged fans received incentives for interacting with the hashtag.
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Click above to see the Minnesota Timberwolves ticket page!
PARTNERSHIP
The Minnesota Timberwolves teamed up with Shoutlet, to aid in the collection of data from their #WolvesMadness campaign. The Timberwolves’ partnership with Shoutlet formed in 2013 and they are the first professional sports team Shoutlet has worked with. In addition to capturing fan data, Shoutlet helps with identifying the social media platform(s) that work best for the team. Partnering with Shoutlet has been great for the Timberwolves and this partnership will continue to be beneficial.
RESULTS
The Timberwolves #WolvesMadness campaign was excellent in increasing fan engagement. They successfully increased the average weekly fan engagement through this campaign. The Timberwolves have seen lots of social activity and repeat usage of the hashtag. The newly acquired profiles have been very active following the campaign.
This campaign was also successful at capturing fan data. Over 800,000 Shoutlet fan profiles have been captured throughout the Timberwolves partnership. The #WolvesMadness campaign generated 12,000 new Shoutlet fan profiles. The Timberwolves are able to monitor trends and changes of fans via their Shoutlet profiles. Most engaged fans received an opportunity to spend a game night in the suites, be a part of the broadcast, and be a live reporter. Overall, there has been a much higher engagement rate and a large number of fans added.
LOOKING AHEAD
The activation of #WolvesMadness has proven to be a success. The fans enjoyed this contest and the Timberwolves enjoyed the fan data they received from it. The Timberwolves are working on replicating a similar campaign in early 2015. One change the Timberwolves are looking to implement is bigger promotions for the campaign such as more arena signage, more email drops, and more involvement from Fox Sports North. The Timberwolves believe increasing awareness of #WolvesMadness will aid in engaging fans and gaining more fan social profiles.
CONTACT
For more Information, contact:
Bob Stanke, Senior Director, Digital Media, Minnesota Timberwolves
Max Luedke, Account Manager, Shoutlet
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2015 NSF Conference and Trade Show will be held on February 8 - 10, 2015 in Cincinnati, OH. Visit www.sports-forum.com.
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