Insights from NFL Week 13 & 14 – How to Influence the Right WayDecember 15, 2015
I used to marvel in the lockeroom before games at how there were two kinds of team “leaders”: the loud one jumping around, getting in people’s faces, and speaking in tongues; and the calm and intense one who speaks when it’s time to be heard.
This blog is about ZPoints®, our social influence scoring, and the importance of doing influencer marketing the right way.
While we might be able to brag that 3 out of the 4 most mentioned teams over the last two weeks are Zoomph clients, the key is the way they get those mentions. The San Francisco 49ers top last week’s influencer ranking followed by the Pittsburgh Steelers, because they generated the most interaction with their content. It gets interesting when you look at the quality of that interaction…
We measure social influence by focusing on the content and the amount of engagement that it generates within the context of the feed (ie NFL teams), but that’s not all we look at. When we look at the content that produced the 49ers high influence score last week, it’s clear they know how to generate interaction. Their post with the highest score (see above) was an Anquan Boldin autographed hat giveaway for re-tweeting the post. This tactic appears to have worked if the goal is to get interaction (see below stats compared to activity about the Packers who got the most @mentions):
While the Packers had a lot of handle mentions, surely because of the come-from-behind hailmary victory, they only generated little more than half of the overall activity of the 49ers. Here’s where it gets interesting….
When you look at metrics like Audience Reached and Social Impressions the gap is much smaller despite the Packers only tweeting 16 times to the 49ers 166! It’s great to get re-tweets, especially when you’re having a losing season, but if the goal is to reach more people and get more views of your content then clearly organic social media interaction around something like an amazing victory, is much more valuable than the more forced engagement a social giveaway might create.
In the last month, the below humble tweet was the highest scoring Packers tweet and the vast majority of the others were simple re-tweets of their fans’ content. A classic example of leadership by empowerment and speaking when it’s time to be heard.
The same goes for this past weekend, which was led by the active and creative social media team of the Pittsburgh Steelers. Not only are they winning games, but they are winning fans online with the below engaging and witty content (ie “What he said..”).
The approach we recommend at Zoomph is to do a bit of both. Use creative tactics, take advantage of your team’s (or company’s) key moments, don’t be too noisy, and of course it always helps to be a WINNER.