is sponsorship worth the money? measuring sponsorship roi using social data
TRANSCRIPT
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 3
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 4
1 Measuring Sponsorship ROI
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IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 5
1.1. MOST EXPENSIVE = MOST MENTIONED?
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 6
1.2 FINDING THE TRUE VALUE - COST PER MENTION
0 5,000,000 10,000,000 15,000,000 20,000,000
AT&T Center
Sprint Center
AT&T Park
Verizon Center
U.S. Cellular Field
Bell Centre
AT&T Stadium
Cost of Sponsorship for Examined Venues (US$ Per Year)
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 7
0 10 20 30 40 50 60 70 80 90
AT&T Park
AT&T Center
Bell Centre
Verizon Center
Sprint Center
AT&T Stadium
U.S. Cellular Field
Cost per Mention for Examined Venues (US$)
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 8
1.3 SUCCESS AND FAILURE: WHY SOME SUCCEED AND OTHERS DON’T
1.3.1. AT&T: Is Success the Key to Success?
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 10
1.3.2. Bell and Verizon: Variety is the Spice of Life
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 11
1.3.3. U.S. Cellular and Sprint: High Costs, No Pro Teams and Social Absence
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 12
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 13
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 14
2 Improving Sponsorship ROI
2.1 UNDERSTAND WHERE MENTIONS ARE COMING FROM
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 15
2.2 BE ACTIVE ON TWITTER
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 17
2.3 DRIVE AUDIENCE ENGAGEMENT
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 18
2.4 UNDERSTAND THE GLOBAL IMPACT OF SPONSORSHIP
IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 21
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