Last year in the sports world was full of new developments, conversations and disagreements over social media.
Through social welfare, brands moved to the forefront and led the story to social networking during the big moments of Coca-Cola, and benefited from the Boston Red Sox victory in the World to Fortnite series that launched a partnership with the NFL. Data privacy has become the subject of daily dialogue because the Cambridge Analytica story brought the subject to the front page. Electronic sports have continued to emerge as a powerful new element of brand-driven activations, with new streaming stars and bigger games for overnight competition. This is just scratching the surface.
Given the continued evolution of social media and the way we use it, it is important to keep a pulse on what will come and prepare for the directions that will be set next year. Reading Tea Sheets Based on the conversations we have heard this year with key decision makers in sports and recreation, the following are predictions of sports marketing and sponsorship on social networking in 2019.
Encourage teams and tournaments to activate high participation
Brands and real estate (teams and tournaments) are quick to realize that the old ways to measure their care investments, such as impressions and logo positions, simply do not add up to a digital world first. This is why more brands are being adopted for incentive-based care models. These deals will include a basic compensation package for the team or league combined with different levels of rewards run by the activation performance metrics.
It is now time for brands to dive fully and take advantage of the high levels of interaction in space.
Sites can no longer simply launch their partners' logo on social partnerships to meet their care needs. This new model encourages creativity and requires a rigorous measure to ensure that participatory processes are energized and meaningful results are made to all participants.
Social media will move to the forefront of sponsorship deals
Social media will shift to focusing on all sponsorship deals as a more effective way to generate value for a brand outside the event. With huge social footprints for tournaments and the cost of promoting a socially sponsored corporate campaign, there are plenty of valuable opportunities to create a successful social campaign.
Since the beginning of 2017, entities from the top five American sports championships (MLB, MLS, NBA, NFL, NHL) and NASCAR have deployed more than 6.3 million social jobs, resulting in 16.7 billion entries. Brands have realized the opportunity and are now more involved than ever before. In the last two years, 19% of the 6.3 million jobs were registered jobs, resulting in a value of $ 2.1 billion for trademarks in the content.
Facebook and Instagram will confirm data security
Following the breakthrough of Cambridge Analytics and Facebook in late September 2018, corporate social media giants will continue to focus on raising data security. This means that they will check and evaluate third-party data providers on a more rigorous scale, tightening their grip on user data to eliminate privacy concerns. A small handful of trusted partners will be approved only to get rid of players who misuse and misuse data. Access to VET data and other social platforms will only increase, leaving a high pool of certified and approved data providers.
Brands will focus on creating deliberate publications
While some of the traditional care activation processes can be seen in the background of social partnerships, brands have begun to look for more deliberate strategic logo placements and social campaign notifications. There's a big difference in how much value is generated for a brand when a logo is captured in the background of a social post compared to a creative campaign that motivates fans to share their brand. Trademarks are perceived to be the accidental receipt of their logo at a social site far less than those of targeted brand with targeted interaction.