Marketing research has affected business today in many, many
positive ways when it comes to analyzing and implementing new technologies in
connection with new and upcoming projects in the industry. More then ever, the
general public is being influenced to interact with their favorite brands both
online and offline.
Social TV is a great example of this. Social TV allows fans
to check in during their favorite TV shows and movies as they are broadcasted
live. These fans have the ability to start conversations about the story plot,
their favorite characters, what they think will happen in future episodes, what
they hope will happen to current characters/their fate etc. Networks are
beginning to see a high value in pushing their fans to interact with their
favorite shows live via social media platforms aka social TV.
There is a lot of value in social conversation and social
engagement, especially when you’re able to analyze the interactions and
actually be a part of the conversations on the business side. Networks and
marketers are now able to measure the volume of conversation, what these fans
are talking about (story plot, characters), what they are saying and who’s
actually saying it. This can help tremendously because networks can get a
better understanding of who their audience is and what they want to see from
the show. BlueFin is a company who measures social TV interaction and they feel
strongly that this is a growing space for consumer activity. When analyzing this
type of data via conversations, networks can go as far as bring this important
online content and opinions into the actual show’s series. Incorporating what
the fans want to see is something that could explode in the social TV space.
Allowing avid show watchers the ability to have a say in what happens along the
way is a great way to build show loyalty and make the viewers feel like they
are actually part of this fantasy world. Essentially this data and technology
offers a new way to expand a networks story telling system while keeping and
expanding their fan base.
WatchESPN-
This application is a newer release from ESPN that I really enjoy while on the
run or at a sports bar that’s not playing the exact game I want to see. This
application allows 24/7 instant access to live streaming feeds from ESPN,
ESPN2, ESPN3 and ESPNU. Being able to access ESPN from anywhere is an extremely
convenient feature for those to are consistently on the road, who work a lot of
hours and are unable to gain access to a TV for a major game and for those who
just want to hang out and watch ESPN on their own time and in their own
personal space.
ESPN XGAMES-
This application is super interactive and really includes a lot of fan/user
interaction. This application allows you to watch highlights, clips of best
runs, crashes, view schedules, track scores and keep up with the newest global
expansion project kicked off for 2013. This app features interactive aspects
that other applications don’t like “TrickTrack.” “TrickTrack” displays cool
trick data straight to your phone. This app also has a feature called
“HypeMeter” that allows you to contribute to the excitement at the venue during
the event. Not only does this application allow you to interact with its
content within the app, but it also allows you to easily share information with
your friends as well. You can even watch the events live via WatchESPN
(mentioned above). Amazingly, this app also helps you out while your at the X
Games venue, allowing access to parking lots and a map/layout of the event.
Boston Bruins App-
This application allows the Bruins fans to stay connected to their favorite
team all year round. During the season fans gain access to play0by-plays and
instant game stats pushed directly to their phones. In addition, the app offers
the latest Bruins news and video, both during the season and off-season. A cool
feature this app holds is its integration of in-games sounds through your
phone. For example, when the Bruins score a goal, the same sound that you would
hear in stadium comes through your phones speakers…making sure your well aware
of what’s happening exactly when it happens.
It’s a no brainer as to why sports organizations are jumping
on the application bandwagon. Now more then ever, its extremely important to
take a brand mobile, especially when your core audience are avid, crazy,
diehard loyal fans of your organization/brand. Technology today has driven the
consumer mentality to expect direct and unique/special access to news, scores
and content whenever and wherever they want. Twitter has given consumers the
notion that they deserve to be able to connect with their favorite stars and
athletes through meaningful and inspirational tweets (aka conversations). Mobile
is starting to take over, just look at our last post…every one of us mentioned
the smartphone as being the most influential device in the mobile space. Apps allow sports organizations to find their
audience and engage with them one on one. Sports fans are fans 24/7 and
applications satisfy this ongoing never ending drive for sports data and news.
This is a direct way for organizations to connect with their core audience
wherever they are. Connecting sports teams and athletes with passionate fans
helps to support brand loyalty. Personal connections are extremely exciting and
applications help to drive stronger relationships between sports fans and the
organizations brand.
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