Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games

Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

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Rivalry Influences on Fan Engagement Within Twitter

Advances in Media, Entertainment, and the Arts - Understanding Rivalry and Its Influence on Sports Fans ◽

10.4018/978-1-5225-8125-3.ch002 ◽

2019 ◽

pp. 38-64

Author(s):

Michelle Gacio Harrolle ◽

Janelle E. Wells

Keyword(s):

Social Media ◽

Media Influence ◽

Business Ecosystem ◽

Rivalry Effect ◽

Team Brand ◽

Fan Engagement ◽

The Way

Rivalries and social media influence the way individuals consume, produce, and experience sport. Thus, the purpose of the study was to understand the effects of sport rivalries on fan engagement within Twitter for segments of the Manchester United Football Club's business ecosystem (i.e., team brand, news-based fan club, unofficial fan club, and firm). First, the authors examined how specific Twitter content affected fan engagement during rivalry matches. Second, the authors compared fan engagement and virtual maltreatment within the segments of the Manchester United ecosystem. An analysis of 2,750 tweets from Manchester United's ecosystem during the 2015-2016 season was conducted. Results demonstrated a significant rivalry effect on fan engagement across all segments of Manchester United's ecosystem, and a significant virtual maltreatment effect on fan engagement during rivalry matches for the news-based fan club, unofficial fan club, and firm. Findings from the study provide practical and theoretical implications for marketing competitive relationships.

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Social media and sports: driving fan engagement with football clubs on Facebook

Journal of Strategic Marketing ◽

10.1080/0965254x.2017.1359655 ◽

2017 ◽

Vol 26 (1) ◽

pp. 37-55 ◽

Cited By ~ 40

Author(s):

Leonor Vale ◽

Teresa Fernandes

Keyword(s):

Social Media ◽

Football Clubs ◽

Fan Engagement

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Analisis Strategi Pesan Content Marketing Untuk Mempertahankan Brand Engagement

Jurnal Komunikasi ◽

10.24912/jk.v10i2.2619 ◽

2018 ◽

Vol 10 (2) ◽

pp. 167

Author(s):

Nigar Pandrianto ◽

Gregorius Genep Sukendro

Keyword(s):

Social Media ◽

Brand Engagement ◽

Descriptive Research ◽

The Social ◽

Marketing Activities ◽

Content Strategy ◽

Use Of Social Media ◽

The Right ◽

Culinary Culture ◽

Content Marketing

The use of social media as an alternative medium to communicate marketing messages is increasingly massive. In the landscape of the contemporary marketing industry that is commonly called content marketing. But the use of this medium is not always use the right strategy. The strategy in this context is content strategy. The result, this process does not show the expected results. One of them is that there is no significant brand awareness among audiences. Even though the use of marketing content appropriately can produce a very obvious engagament brand. Therefore it is always interesting to observe the content strategy used by a brand, then see if the strategy used is appropriate to the intended goal or not. Likewise with the marketing activities that Pasar Papringan tries to do through the Instagram account @PasarPapringan. In this study the author will examine the marketing content of social media Instagram accounts Pasar Papringan. The research method used in this study is qualitative research. Meanwhile, the type of research used in this study is descriptive research that systematically describes facts or characteristics of certain populations in a factual and careful manner. From here the author will see whether the social media marketing content has been produced according to its purpose or not. The results of the study show that the content strategy chosen by the Pasar Papringan account is informative only, and this not relevant to the audience. The relevance of the content will be obtained if Pasar Papringan does a deeper profiling to the audience and explore themes that are relevant to the Pasar Papringan itself, like culinary, culture, dan peoples around Pasar Papringan. Pemanfaatan media sosial sebagai medium alternatif untuk mengomunikasikan pesan-pesan pemasaran semakin masif. Dalam lanskap industri marketing kontemporer ini yang lazim disebut konten marketing. Namun pemanfaatan medium ini tidak selalu dibarengi pemilihan strategi yang tepat. Strategi yang dimaksud adalah strategi konten. Akibatnya komunikasi yang dilakukan tidak memperlihatkan hasil yang memuaskan. Salah satunya adalah tidak terlihatnya brand engagament secara signifikan. Padahal pemanfaatan konten marketing secara tepat dapat menghasilkan brand engagament yang sangat kentara. Oleh sebab itu selalu menarik untuk mengamati strategi konten yang digunakan oleh sebuah brand, lalu melihat apakah startegi yang digunakan telah sesuai atau tepat denga tujuan yang diharapkan. Begitu juga dengan aktivitas marketing yang dicoba dilakukan oleh Pasar Papringan melalui akun Instagram @PasarPapringan. Dalam penelitian ini penulis akan meneliti konten marketing media sosial akun Instagram Pasar Papringan. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kualitatif. Sedangkan, jenis penelitian yang digunakan dalam penelitian ini adalah penelitian yang sifatnya deskriptif yang menggambarkan secara sistematis fakta atau karakteristik populasi tertentu secara faktual dan cermat. Dari sini penulis akan melihat apakah konten marketing media sosial tersebut telah diproduksi sesuai tujuannya atau belum. Hasil penelitian memperlihatkan strategi konten yang dipilih oleh akun Pasar Papringan masih bersifat informatif, dan belum relevan dengan audiens. Relevansi konten akan diperoleh jika Pasar Papringan dapat melihat lebih dalam profil audiens dan mengeksplorasi tema-tema yang relevan dengan Pasar Papringan itu sendiri, seperti kuliner, kebudayaan, orang-orang yang ada di seputar Pasar Papringan.

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Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

International Journal of Sport Communication ◽

10.1123/ijsc.2020-0238 ◽

2020 ◽

Vol 13 (3) ◽

pp. 436-446

Author(s):

Yiran Su ◽

Bradley J. Baker ◽

Jason P. Doyle ◽

Meimei Yan

Keyword(s):

Social Media ◽

Relationship Marketing ◽

Short Form ◽

Video Sharing ◽

Online Branding ◽

Shared Content ◽

Sport Industry ◽

Social Media Platforms ◽

Media Platform ◽

Fan Engagement

As COVID-19 lockdowns force most sport leagues into hiatus, engaging fans has emerged as a key challenge confronting the sport industry. While navigating social distancing protocols, athletes are experimenting with new ways to connect with their fans. Alongside established social media platforms (e.g., Twitter, Facebook, and Instagram), TikTok, a short-form video-sharing platform, has gained prominence in terms of registered users and shared content. Yet, little is known about the utility of TikTok as an athlete branding tool. This study uses a netnographic approach to explore the use of TikTok among athletes (N = 10) during the COVID-19 pandemic. Findings reveal that athlete-generated TikTok videos are characterized as playful and authentic. While athletes are recent adopters of TikTok, this emerging social media platform can be profitably integrated into their online branding strategies. Communicating via TikTok presents opportunities for athletes to foster existing fan relationships, promote branded content, and appeal to new fan segments. Overall, athletes and sport practitioners can leverage these findings to create content for an audience that is attracted to novelty and the activities of athletes extending beyond game highlights or interviews.

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Applying social identity theory to the social media content strategy of a global brand: The role of brand- and user-generated content in global social identification

10.26686/wgtn.17134949.v1 ◽

2021 ◽

Author(s):

◽

Mikayla Meehan

Keyword(s):

Social Media ◽

Social Identification ◽

User Generated Content ◽

Global Identity ◽

Identification Process ◽

Global Brands ◽

Global Brand ◽

Content Strategy ◽

Identity Priming ◽

Identity Expression

<p>The global marketplace is centred around products and brands that reflect certain identities. Social media can act as vehicles of meaning transfer for social identification between brands and social media users with a global social identity. Recognizing the importance of the psychological and sociological needs that draw social media users to build relationships with global brands, the purpose of this thesis is to explore the relevance of the global social identification process to global social media branding strategy. More specifically, this research considers the role and influence of social group membership dynamics to explore how brand-generated and user-generated content are part of the global social identification process. In that, this research aims to fill the gap where social identity theory has not been applied as a lens through which to understand and evaluate the social media content strategy of a global brand. This gap is important to fill due to the global social media arena’s social-centric nature and transparency in displaying social group memberships. An interpretive paradigm was used for this research, with a qualitative case study approach that consisted of interviews with global social media users/global brand representatives and a content analysis of the focal brands social media pages. The study found that the global social identification process on social media consists of two stages, global identity priming and global identity expression. Global identity priming occurs when the psychological and sociological function of global brands is transferred to brand-generated content through a semiotic meaning transfer process. Global identity expression can occur after, as a result of global identity priming, social media users with a global identity categorize the global brand into their in-group. Once in-group categorization takes place, creation and/or sharing of user-generated content with the global brand can be considered an act of identity expression and validation by those with a global identity. This has implications for a global brand’s social media content strategy, as the findings revealed that brand-generated content featuring certain symbolic global values facilitates the global social identification process on social media. Moreover, the findings revealed that user-generated content created by social media users for global identity expression purposes is of considerable value to global brands. Understanding how the global social identification process transpires on social media can guide global brands to consider how their content strategy can prime global social identification and meet the identity expression needs of those with a global identity. This has implications for content strategy design, social media interactions and ongoing global brand-user relationships.</p>

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The Effect of Regulatory Fit on Twitter Fandom in the National Hockey League Postseason

International Journal of Sport Communication ◽

10.1123/ijsc.2016-0088 ◽

2016 ◽

Vol 9 (4) ◽

pp. 401-414 ◽

Cited By ~ 2

Author(s):

Joseph Ray ◽

Jimmy Smith ◽

Brian Fowler

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Regulatory Fit ◽

Strategic Marketing ◽

National Hockey League ◽

Sports Organizations ◽

Sporting Event ◽

Specific Factors ◽

Media Habits ◽

Fan Engagement

Social media has become a powerful source of sports information. The uncertainty of outcomes of a sporting event is a contributing factor to fan satisfaction, which in turn affects fans’ social-media habits. If teams can determine specific factors that affect these social-media habits, marketing conclusions can be drawn. The current research followed the Twitter accounts of 4 National Hockey League (NHL) teams throughout the 2015 NHL postseason to observe changes in fan engagement. The results displayed increasing growth during each subsequent round of the Stanley Cup playoffs, which indicates an advantageous time to gain fans and develop brand loyalty. The current research showed that retweets and favorites earned on team tweets were shown to have the greatest correlation to followers gained. The growth demonstrated during the postseason provides sports organizations the opportunity to cultivate a strong and loyal following for their teams through strategic marketing initiatives.

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Variation matters

Internet Research ◽

10.1108/intr-12-2017-0524 ◽

2019 ◽

Vol 29 (6) ◽

pp. 1469-1484 ◽

Cited By ~ 3

Author(s):

Guanxiong Huang

Keyword(s):

Social Media ◽

Structural Equation ◽

Design Methodology ◽

Brand Attitude ◽

Equation Modeling ◽

Purchase Intent ◽

Content Type ◽

Content Creation ◽

Content Strategy ◽

Underlying Mechanisms

Purpose In-feed native ads have become a major social media advertising format. The purpose of this paper is to investigate strategies for leveraging native advertising in terms of content creation and platform selection on social media, proposing that variations in content and platform reduce the intrusiveness of native ads, thereby resulting in enhanced brand attitude and purchase intent. Design/methodology/approach Two experiments were conducted with online samples, employing a 2 (content strategy: repeated ads vs varied ads) × 2 (platform strategy: single platform vs multiple platforms) between-subject factorial design. ANCOVA and structural equation modeling were used to test the hypotheses. Findings When repeated ads were used, the use of multiple platforms reduced ad intrusiveness, resulting in more favorable brand attitude and greater purchase intent as opposed to the use of a single platform. In contrast, when varied ads were used, there were no significant differences in the outcome variables between a single platform and multiple platforms. The results were largely consistent across the two experiments. Originality/value This study contributes to theory advancement by unpacking the underlying mechanisms of processing native advertising and shedding light on which content and platform strategies are the most effective on social media.

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