Interactions that happen on the social web can help a brand better understand its core constituents and the environment in which it operates.
This is particularly pronounced in the world of sports which is characterized by intense fandom, regular high-stakes events and the mass celebrity of sports players.
For this exercise, you will take a look at the Golden State Warriors basketball team, NBA champions for the 2014-15 season. You’ll use a sequence of online tools to identify conversations happening around the team and its players, drawing insights that could be surprising and useful to the organization. You’ll wrap this up in a short highly-visual presentation (3-4 slides). The top presentations will be shown live to a senior member of the Golden State Warriors management for feedback.
Step 1: identify conversations happening around the brand
Use the Hastagify service to locate where the most conversations are happening around the brand. For example, here is a search against the #Warriors hashtag:
Look at the conversation happening around different hashtags: are there themes that jump out against specific hashtags? How do they differ in terms of who is participating and the level of conversation?
You can go deeper into invididual hashtags using the the Hashtracking service: https://www.hashtracking.com/
Use the IBM Bluemix TweetMe tool (http://tweetmewatson.mybluemix.net) to see if there is anything you can learn about the personality of conversations taking place. For instance, does the tone differ when comparing one hashtag to another?
Step 2: Compare the personality of top celebrity players
Look at the top Golden State Warriors players. Is there anything you can learn about their personalities by looking at their interactions on Twitter?
To get you started, here are some of the top players:
Where are they the same? How do they differ? How does this compare with how these players are portrayed in the media?
Step 3 (bonus): open-ended investigation
Using the tools above, or others at your disposal, take a look at other facets of the organization. Are there comparisons to be made with other NBA teams? What happens if you start comparing different sports? See what insights you can make about the field of sports from analyzing social media.
Step 4: compile a brief report with your top findings
What are the top findings from your analysis? Create 3-4 slides which highlight what you have found. Create slides with visual impact. Try and keep one key idea or theme per slide. If your presentation is picked, you will have the opportunity to get direct feedback from a senior executive from the Golden State Warriors.