New analysis by Adobe Digital Index (ADI) suggests that brand marketers might think about diagramming marketing plays that tap into sports-related social buzz to fuel real-time game plans.
ADI’s latest analysis of the NBA, for instance, shows that the Golden State Warriors have two players in the top five “social buzz” list leading up to this weekend's 2015 NBA All-Star Game, at Madison Square Garden in New York City.
One of those players is Klay Thompson, who sits in the third social buzz position. Thompson beat out 23 others, most likely as the result of his NBA record for points in a quarter, during Golden State's 126-101 home victory over Sacramento on Jan. 23.
“The opportunity for marketers is somewhat like a real-time endorsement deal,” said Joe Martin, an analyst at ADI. “Savvy sports marketers might have called Thompson for endorsement deals right after that big game. Instead of signing him to something long term, brands could take advantage of his social stature that week and have him endorse their products or services via social media while he’s hot.”
While Thompson and teammate Stephen Curry made the top three in terms of social buzz, Cleveland Cavaliers’ LeBron James, of course, is getting the most chatter via social media channels.
ADI’s analysis is based on more than 16 million social mentions captured by Adobe Social from blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube.
Everyone knows there are many more great players than the number of slots in the All-Star roster, and so qualified players are left out each year. These players are referred to as All-Star snubs. According to ADI’s analysis, Derrick Rose of the Chicago Bulls leads that list from a social buzz perspective.
Under the “Staying Star Power” heading sits Michael Jordan. Despite having retired for the last time 12 years ago, he is still getting more social buzz than 20 other active players on the All-Star roster. Also surprisingly, despite a poor 13-40 record this year, the Lakers are the most mentioned team in the NBA, with LeBron’s Cavs a close second.
However, the Warriors show the greatest buzz growth since the preseason of any team in the NBA, with 3.5 times more growth in buzz than any other team.
“Brands—especially those who do a lot of marketing around sports and other events—need to be paying close attention to social buzz and take advantage of real-time moments of opportunity,” Martin said. “Whether it’s partnering with a team or player for endorsements, or just participating in relevant sports chatter via social media, there are endless real-time possibilities for marketers when it comes to live events.”
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