Measure Sports Sponsorship ROI Now in ZoomphSeptember 06, 2018
Sponsorships today are no longer confined to TVs or arena screens. Social media now lets you stay in constant touch with your fans, acting as a powerful advertising channel for your sponsors.
The NBA already generates 18% of its media value from social, according to Nielsen, or an estimated $350 million in a season across the league and teams’ official sponsors.
But while social media has obvious potential, many brands are still looking to understand their returns in the space. Your team likely inherits the burden of proving the worth of your social promotions.
Zoomph’s new Sponsors feature can help make your job a little easier. Available to Enterprise users, Sponsors measures how many fans engage with your social media endorsements.
Also New in Zoomph: New Changes to Instagram Tracking and Analytics
Monitor All Earned and Owned Content
Sponsors is customized per account; your report will be specially set up to track engagement on your sponsored activity and handles.
Sponsors can also be configured to include organic mentions. So, even if a fan doesn’t directly engage with your team’s post, you’ll be able to tell if he or she interacts with your sponsor as a result of your promotions—and how many fans are paying attention to their posts.
To ensure that your report includes all the data that you need, our team can get you set up. Get started now by talking with our support team about pricing and requirements.
Drill Down by Brand and Channel
If you’re working with multiple sponsors and channels, you’re managing lots of data and content at a time. Zoomph Sponsors saves you time by keeping your data in one place and neatly archiving your promotional tweets, grams, and more.
Every post in your report receives a tag, which lets you instantly filter any other report in Zoomph by sponsor. By default, Sponsors already organizes your analytics by brand and channel.
You can view aggregate engagement stats from the Sponsors’ homepage. Or, you can access more granular metrics by clicking on any brand. Metrics vary by channel—e.g., tweets will be measured by retweets (alongside other stats) while Facebook posts will be measured by reactions (alongside other stats)—to give you the most accurate read on the impact that you’re making.
Using your filter menu at the top-right of the page, you can filter your report by time period or brands shown.
Understand Who’s Engaging
Knowing how fans are engaging is only half the battle—the other half requires knowing who’s engaging.
Zoomph will autogenerate an audience analysis for every sponsor in your report. By combining real-time social data with historic data from our proprietary database, audience analyses return insight into the shared interests, traits, and behaviors of your engaged fans.
This information will help you determine whether you’re reaching the right audience. For example, say you’re promoting a beverage company (Brand X) whose target audience includes active fathers with an affinity for organic, higher ticket foods and dining out. An analysis of the fans who reacted to your posts shows that they do, in fact, fit the profile: they identify as fathers and often post about exercising and the restaurants they visit throughout the week.
However, a large proportion of these fans also have an affinity for Whole Foods and Food & Wine Magazine. Moreover, many local fans are business decision makers and travel regularly for work.
These inferences not only help you to validate that you’re a good partner for Brand X, but also indicate new segments that Brand X could consider targeting.
Prove Your Value
Whether you’re pitching new sponsors or expanding current deals, Sponsors helps to quantify, track, and visualize the ROI of your social activity.
Export and print our reports freely to share with your team mates or sponsors. Impress brands who want the same audiences as you and develop win-win sponsorship packages that pave the way for long-term partnerships.