{"id":1019,"date":"2017-10-02T00:00:00","date_gmt":"2017-10-02T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/5-things-we-learned-from-social-fanalytics\/"},"modified":"2021-08-10T10:00:22","modified_gmt":"2021-08-10T10:00:22","slug":"5-things-learned-social-fanalytics","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/5-things-learned-social-fanalytics\/","title":{"rendered":"5 Things We Learned from Social Fanalytics"},"content":{"rendered":"\n\n
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\n Oct 02, 2017 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

5 Things We Learned from Social Fanalytics<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Brands & Sponsorship<\/a>, Digital & Media<\/a> <\/div>\n
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https:\/\/leadersinsport.com\/sport-business\/articles\/5-things-learned-social-fanalytics\/<\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n
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The numbers swamp, the pope, commercial partner match-making and more.<\/p>\n \n \n \n

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Leaders Week kicked off with two specialist forums this year. One of them, Social Fanalytics, took place at the offices of Cake and delved into the social and digital platforms that are changing the world around us \u2013 and bringing sport along for the ride too \u2013 and explored the potential of the data coming off the back of those platforms.<\/h4>\n
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  1. Drain the numbers swamp<\/strong><\/li>\n<\/ol>\n

    There is such a thing as too much data, though there might not be such a thing as too much measurement. According to Arsenal Media Group GM Ben Ladkin<\/strong>, the challenge for the Premier League club isn\u2019t in finding the numbers, it\u2019s in knowing which ones to look at to identify trends. It was theme picked up by Milwaukee Bucks Chief Digital Officer Mike Grahl<\/strong>. The NBA team is in a small market and can\u2019t hope to compete on the \u2018vanity numbers\u2019 that the big market teams still like to play with. But where they can compete, they can spotlight. And in the Bucks\u2019 case, they\u2019re consistently top-five in the league on the engagement-per-1,000 metric.\u00a0<\/strong><\/p>\n

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    1. Does the pope tweet in the woods?<\/strong><\/li>\n<\/ol>\n

      The digital landscape of 2017 can be a difficult one for a rights holder to navigate. Content is king, we\u2019re constantly told, and to make sure you\u2019re giving brands what they want, that content has to be yours, right, and available through your platforms? Not necessarily so, David Cipullo<\/strong>, Infront Sports & Media\u2019s Media & Marketing Competency Centre Director, and the man tasked with activating Wanda\u2019s top-tier sponsorships, assured the audience. \u201cDon\u2019t take yourself so seriously,\u201d his advice to rights holders went. \u201cYou\u2019re not the Vatican. Have fun with it. You don\u2019t have to own everything \u2013 take some of the earned media, some of the user-generated stuff and put it on your own platform. You can afford to free yourself up.\u201d<\/p>\n