SportsTech solution, Pico - Get Personal turns digital engagement into valuable first-party data for sports teams
As a modern sports fan, it’s probably safe to assume that you’re active on social media and other platforms, joining in on discussions, engaging with your teams’ content, participating in various competitions, and more.
In 2021, sports fans are all over the internet- that’s just a fact. And they’re engaged by nature- actively looking for content, driving conversations, and trending topics (looking at you @TwitterSports). Sports pages on Facebook even have the second highest engagement rates across the entire platform, with alcohol beverage pages being the first. So when it comes to the industry as a whole, we know that sports fans are tuned in and committed, even in the off-season and non-game days.
Sports teams are of course thrilled with the high engagement they get on a daily basis. But as it turns out, besides building out a digital community, that great engagement doesn’t actually do much for their business at the end of the day. And here’s why: While a Facebook post might garner 100k+ likes, the only way a team can know the person behind each like is by sifting through them one by one. Why? Because Facebook owns the data and uses it for its own monetary gain. So a majority of those fans on Social, engaging daily with their favorite team, are anonymous to the team which means they can’t directly market to them. With such large fan followings, on average 90% of a team's fan base is completely unknown to them. It’s time for an industry wake up call!
With SportsTech solutions in the market, like Pico - Get Personal, sports teams and leagues, and any organization with a digital audience, are finally being met with opportunities to safely collect and own first party data on their digital audience - on their fans. And with Pico, it’s not a strenuous task as we leverage the content teams are already promoting and turn it into a digital activation. Digital activations are a fun way to keep your fans engaged with unique experiences that truly benefit the team’s business by building up and deepening its CRM systems. We've helped teams like the Nashville Predators, Borussia Dortmund, and more solve one of the industries biggest challenges: identifying anonymous digital fans. Through our activations, fans have gone on to share their interest in tickets, have turned into last minute ticket buyers, have shared their merch preferences, favorite players, and other valuable data.
When a team knows who they are engaging with they can begin personalizing the experience of each fan. From knowing who is behind the like, to understanding the type of content that resonates most with them.
Quinton Porter is a former NFL/CFL quarterback, driving the Pico ship in the States.