Make Maximizing Fan Engagement a Slam Dunk

What an honor to present my speech, “The Top Moments in Sports across Social Media”, at the November ANA Sponsorship Meeting in NYC and the 2018 NeuLion Sports Media & Technology Summit in NYC presented by Sports Business Journal. 

Lately I have been myopically focused on creating content with the purpose of it being shared. The presentation linked below highlights the importance of identifying the content sports fans find engaging.  It should be a lay-up to build a content calendar that is surrounded by the top moments that happen in sports throughout a season or during any given week; however, far too often, brands don’t associate their sponsored content with these posts.  Rather, they allow teams (properties) to weave them into less performing content to essentially “check the box”.

The philosophy applied to the question of “what content gets shared and drives the most engagement” can be applied to any social media campaign - not just sports. However, I think it becomes glowingly obvious when you look across sports as to what drives engagement.  

For example, one of the top performing posts in sports is “Final Score of the Game”. Interestingly enough, few brands sponsor this content. In cases where a brand does sponsor the content, there is zero fluctuation in engagement - up or down.  Accordingly, the theory that branded content doesn’t perform well is thrown out the door in the case of this type of content.

Dive into my presentation and let me know what you think. 

https://www.slideshare.net/KyleNelson13/the-top-moments-in-sports-across-social-media-2018so-far