How to Master Betting, The Super Bowl, and Social Media All At OnceJanuary 31, 2014
What does social media marketing have in common with managing money or wagering on sports?
Everything, says Bill Hall, author of the landmark book, Changing the Game: How To Profit From Your Passion for Sports. Because nothing inspires more friendly wagers than the Super Bowl, Zoomph sat down with Bill to learn more about the actionable connections he sees between real-time influencer marketing, high-stakes bets, and the sports industry as a whole.
“Whether it’s the stock market, sports world, or social landscape, there is an astounding amount of information available—and most of it is meaningless,” Bill explains. He continues to say that, especially in the vast world of social, it’s easy to get bogged down in a sea of information that is either misleading, irrelevant, or unhelpful, which gets in the way of profitable marketing and business development.
“That’s why I’m interested in finding the data that matters,” Bill continues. And as a certified financial planner, he knows what he’s talking about. “I’ve found that the only by isolating the most important information—essentially extracting the signal from the noise—can you be truly successful.”
When you bring this principle back to the Super Bowl, the message makes sense. Brands spend millions of dollars for a mere 30-second commercial spot, in the hopes of connecting with audiences and driving brand loyalty. But with all the “noise” that occurs from fans and business competitors across Super Bowl Sunday, brands can find it difficult to pinpoint the data—and even individuals—that make this endeavor worthwhile.
“What it comes down to, is curating through the vast sea of disparate material,” says Bill. “This goes way beyond just monitoring activity for a football game. The ultimate goal lies in its predictive value.”
That’s because the end-goal for social media marketers (and those looking for opportunities within sports in general) is to know how certain individuals’ behavior affects others and how much value certain content has over others pieces. When these are put together, marketers, investors, and even high-stakes bettors ultimately gain a clearer vision of the type of responses that will come from calculated action.
“Today we have so much information thrown at us, no matter what role or industry you’re in,” concludes Bill. “But the advantage of social media is that it also provides a sort of permanent record that makes deeper knowledge possible. If organized in the right ways, social media content is a potential goldmine of predictive information.”
Bill Hall is the President of Plimsoll Mark Capital and Founder & Principal of Bookworm Sports, a sports analytics organization dedicated to sports score prediction and sports wagering. As author of Changing the Game: How To Profit From Your Passion for Sports, Bill serves as a member of the board for the Zoomph team.