Is Sponsorship Worth the Money? Measuring Sponsorship ROI Using Social Data

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 2

Table of Contents

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 3

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 4

1 Measuring Sponsorship ROI

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IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 5

1.1. MOST EXPENSIVE = MOST MENTIONED?

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 6

1.2 FINDING THE TRUE VALUE - COST PER MENTION

0 5,000,000 10,000,000 15,000,000 20,000,000

AT&T Center

Sprint Center

AT&T Park

Verizon Center

U.S. Cellular Field

Bell Centre

AT&T Stadium

Cost of Sponsorship for Examined Venues (US$ Per Year)

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 7

0 10 20 30 40 50 60 70 80 90

AT&T Park

AT&T Center

Bell Centre

Verizon Center

Sprint Center

AT&T Stadium

U.S. Cellular Field

Cost per Mention for Examined Venues (US$)

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 8

1.3 SUCCESS AND FAILURE: WHY SOME SUCCEED AND OTHERS DON’T

1.3.1. AT&T: Is Success the Key to Success?

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 9

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 10

1.3.2. Bell and Verizon: Variety is the Spice of Life

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 11

1.3.3. U.S. Cellular and Sprint: High Costs, No Pro Teams and Social Absence

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 12

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 13

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 14

2 Improving Sponsorship ROI

2.1 UNDERSTAND WHERE MENTIONS ARE COMING FROM

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 15

2.2 BE ACTIVE ON TWITTER

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 16

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 17

2.3 DRIVE AUDIENCE ENGAGEMENT

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 18

2.4 UNDERSTAND THE GLOBAL IMPACT OF SPONSORSHIP

IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 19

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Conclusion

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IS SPONSORSHIP WORTH THE MONEY? MEASURING SPONSORSHIP ROI USING SOCIAL DATA 21

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