With the start of the New Year we here at 5T decided to take a moment and appreciate our surroundings. What we found was a great cross-section of different approaches sports teams can and are taking toward social media sitting right in our back yard! The top teams and franchises here in beautiful British Columbia Canada are all diving into social media, and they seem to be coming at it from a plethora of angles with diverse results. See what our local teams are up to below, determine how well their approaches are working for yourself, and let us know what you think is the best, worst, or perfect mix for a sports teams to bring to the twittersphere in 2011!
A more qualitative look:
Vancouver Canucks – Klout.com score 74 (see Klout.com for a description of their ranking metrics and to check your own social media Klout)
The Canucks, as the premium sports property in the province, use twitter very effectively for a number of purposes but remain on brand, “We are all Canucks”, by building in a valuable level of direct fan interaction.
Content Breakdown: 40% direct engagement (RT’s, Mentions), 30% team news and information, 20% link backs to high value content off twitter, 10% fun facts and behind the scenes info.
Content Substance: In arena contests, social media activations (see #DJontheroad), build up for game time, interesting facts and behind the scenes info, and tweet ups. Canucks also have multiple accounts including @CanucksStore [retail], this allows them to divide and conquer goals and ROI metrics and maintain a consistent brand voice across each twitter handle.
BC Lions – Klout.com score 50
The BC Lions seem to really be punching above their weight class on twitter with an almost complete focus on fan engagement, inclusion, and interaction.
Content Breakdown: 25% player quotes, 25% player/coach RT’s, 25% fan interaction (questions, RT’s, Mentions), 20% team news and updates, 5% retail sales
Content Substance: Wrapping the players into the feed really creates a feeling of belonging and ownership for fans. In the CFL this element of ownership is key, re: “This is OUR league”. The strong focus on interaction also helps people feel like part of the team and this is a big reason a lot of fans head to twitter in the first place, to have a voice, it’s also a big reason why a lot of fans buy tickets!
Whitecaps Football Club – Klout.com score 60
The Whitecaps seem to use twitter almost solely as a distribution medium for their website content. Beyond this they have run an interesting contest on twitter (see: Scavenger Hunt).
Content Breakdown: 80% website content distribution and link backs to Whitecapsfc.com, 15% fan interaction/contests, 5% live online events (press conferences).
Content Substance: Information about the MLS, insights and backstories on MLS rivalries and teams, some fan engagement (commonly around ticket sales), and press conference coverage and links to live streaming. Their scavenger hunt contest provided a lot of twitter content and interaction that seemed to go over well. The white caps also have an additional handle @whitecapsmatch that may allow for more diverse interaction as they get into their season.
Vancouver Canadians – Klout.com score 38
The Vancouver Canadians are taking an interesting approach. With fewer resources than the Canucks or Whitecaps, the Canadians are striving for online efficiency by reaching out and connecting with top bloggers and twitter voices to help amplify and spread their message.
Content Breakdown: RT’s, mentions, and offline activation’s with top tweeps 20%, BlueJays (affiliate) RT’s 20%, Insider information and event updates 20%, Fun Fact Fridays and other trivia 10%, Mascot and Staff related content 15%, Website and other media distribution 15%.
Content Substance: A lot of Bluejay’s RT’s and content, including a BlueJay’s twitter background, helps the team really leverage the new partnership. Connecting with bigger twitter names (such as @VIAwesome and @Team1040) both on and off line by providing tickets and game day giveaways extends the teams reach online.
Vancouver Giants – Klout.com score 47
The Giants use twitter most prominently to broadcast their updated website content, their game time play by play commentary and highlights.
Content Breakdown: 50% game time updates, 30% website content distribution with links, 20% twitter contests conducted off of twitter.
Content Substance: Almost entirely links to off twitter landing pages that hold recent stories and website updates. Information and contests almost always directly relate to on ice team information.
That’s our look at the twitter sports landscape in our backyard, (content breakdown is just a quick estimate on our part). Let us know which team you think is leading by example, dropping the ball, or pushing into new territory with their approach to twitter. If the perfect mix isn’t here, what do you think it might be or where is it?
After finding this awesomeness in our own backyard we decided to do a little more digging over the next couple weeks. We’ll dive into each teams approach to Facebook next week and see if there is a similar cross section of strategies and approaches for us to draw out and engage with.
Thanks for reading! Looking forward to hearing what you think!