It’s been nearly two seasons since Peter Robert Casey and I broke down the Digital NBA Landscape. The landscape has changed and teams have evolved. It’s time for us to take another crack at things.
Our mission: To share Best Practices of how NBA Teams are leveraging digital and social, and give you thoughts on how to apply that in your world.
Here’s a look back: Warriors | Celtics | Clippers | Nets | Lakers | Knicks | Suns | 76ers
Next Up: the Sacramento Kings.
The Kings are one of the most digitally active teams in Pro Sports. It’s clear. Take one look at their Social Media Page and you’re hit with a wall of logos (and thus networks) that they are active in.
It's hard to find a network you can't connect with the Kings on!
Inspiring and intimidating, yes. But don’t be overwhelmed. Remember this is a blog of learning. You’re safe here.
What I want to call your attention to is the Kings integration with Influence measurer Klout. The Kings began working with Klout last season, identifying their most influential fans on Twitter and offering them a crazy experience in venue. As you can read on ESPN (here), 25 fans were treated to a Kings Game Experience that included food and a chat with player Jason Thompson, a photo with Tyreke Evans, and a chance to high-5 players before the game. Naturally several blogged or tweeted on their time. But it wasn’t just about that action, it was about rewarding consumers.
It’s a new season and the Kings are elevating their Klout partnership further.
First, they are positioning their most influential Twitter followers on their Social Media Page. Next, they are elevating this presence alongside the Twitter influence of their players. That’s a powerful one-two punch of amazingness. (see images below!)
Klout scores for Players and Fans are elevated
The Kings Fan Klout Influence Leaders
Don’t mistake tactic for strategy. The strategy (find ways to hero their best fans alongside their athletes, positioning them as a part of their family) is more important than the tactic (partnering with Klout). Thus, the learning we must all apply is that you can gain a lot of coverage and build your brand by elevating our best partners. That all said, I love how they leverage Klout to reinforce the “why” fans were elevated:
Defining Klout Influence for Kings Players
Klout defined for Kings Fans
The question is, what do you do with this knowledge. I’m giddy to see how the Kings build upon last year’s experience to hero their fans. And I hope to see that experience played out inside this Social Media hub.
All of that brings me to the challenge for all of us:
- Find ways to identify your best fans. These aren’t just people who go to games but rather people who are advocates, bringing in new fans to your team. They are a part of you. Maybe it’s a Klout score. Maybe it’s the most frequent users of a #hashtag or commenters on your Facebook page. Maybe it’s season ticket holders. Or maybe it is arena check-in leaders. Again, find what works the best for you.
- Elevate them alongside the rest of your team/program – across digital, in social, and in arena.
- Create (and promote after the fact) experiences that make everyone salivate at being a part of. The best ones will be crazy for your fans and not so valuable to your non diehards.
Excited? Me too!
Thanks for reading. Stick around as we’re just getting revved up. Head over to Peter Robert Casey‘s site tomorrow for another Eastern Conference squad. Then I’ll be back, here, on Monday. As always, follow along on Twitter – I’m @andypawlowski or on Facebook, here.
Thanks.
Andy