Sports Marketing: Tracking Social Media ROI, Influencers, and Engagement

On the surface, sports marketing in the digital age should be easy.

You have a thrilling product, a rabid fanbase, and a growing arsenal of social media platforms to connect the two.

Sure, you can post content all day long, but how do you evaluate the success of one sports media campaign versus another?

How do you prove your sports marketing agency is better-equipped to land that contract? How do you justify your marketing strategy to your superiors? And how do you prove that what you’re doing aligns with your business goals?

In other words, how do you measure the ROI and success of your sports marketing campaigns?

In this post, we’ll explain why you should be measuring the ROI on your sports marketing campaigns, what metrics to track, and case studies on metric tracking in sports media.

  • Why you should be measuring the ROI of your sports marketing campaigns
  • The most important metrics to track
  • Example use cases of these key metrics
  • Case studies of effective metric tracking in sports media
  • Tools to help you track these metrics

Let’s go!

Jump Links:

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Which Sports Marketing Metrics Should You Track?
Visibility Metrics
Engagement Metrics
Sentiment Analysis
Audience Analytics
Influencer Analytics
Other Business Metrics

Sports Marketing ROI Case Studies:
The Special Olympics
SportQuake
MELT Atlanta

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Even if you have a product that sells itself—like a successful sports team—blindly posting content for the sake of posting content is only going to get you so far.

By setting specific, measurable goals before embarking on any sports media campaign, you’ll be able to identify what went well, what went wrong, and what you can improve for next time.

Start with the question:

“What am I trying to accomplish?”

Is it growing your team’s social following? Is it attracting new sponsors or investors? Making existing sponsors satisfied with their investment? Creating new partnerships? Recruiting or tracking influencers? Raising awareness for a cause?

By identifying your goals in advance, you’ll know what data is needed to prove your campaign’s value to any relevant stakeholders, whether that’s your boss, a sponsor, or your own sense of accomplishment.

Once you’ve picked a goal, decide what metrics you’ll use to measure success and pick specific targets.

For example, if your goal is increasing followers, by what percentage, and over what time period? If your goal is impressing a sponsor, you may want to set targets for total reach and fan sentiment.

Not sure which metrics you should be tracking? Don’t worry, because we’re covering that next.

Which Sports Marketing Metrics Should You Track?

Let’s jump into which social media metrics you should be tracking to understand your ROI, whether you’re measuring posts, particular accounts, hashtags, or your audience.

Visibility Metrics

No matter what your goals are, it’s likely you’ll be invested in the overall visibility of your campaign.

Reach

Reach is the number of unique users that have seen a particular post, keyword, or hashtag.

For example, if one account with 10,000 followers posts your hashtag, that hashtag has a potential reach of up to 10,000 unique users. The same account posting again on that hashtag would not increase the potential reach.

If your content has broad reach, that means it’s making its way to a large volume of users. It’s a sign that your content is being broadly shared by influential accounts.

Impressions

Impressions is the total number of times the piece of content has been viewed (similar to page views on your website).

In contrast to reach, the same user seeing the same piece of content twice would count as two impressions.

High impressions are either a result of high reach or high repeat engagement from a core follower base.

Follower Count

Of course, you’ll also be invested in the number of followers to your sports social media accounts, whether it’s on a single platform or across platforms.

By growing your own follower base, you can directly impact the potential reach of your own posts, relying less on influencers and shares to have your message heard.

You may also need to track the follower counts of your sponsors or your team’s athletes.

You can also track your follower growth rate, calculated as follows:

Example Use Case: Sponsored Hashtag Monitoring

Measuring hashtag analytics will be extremely important to you if your goal is to track the success of a sponsored hashtag.

Take #SuitingUpTogether for example: a Toyota-sponsored hashtag used by the LA Lakers on Twitter, Instagram, and various other platforms.

To prove the success of the sponsorship to Toyota, the Lakers could share metrics like reach, impressions, and increases in @ToyotaSoCal’s follower count over time. 

Engagement Metrics

Beyond pure visibility, you should also track how engaged your audience is with your posts.

Average Engagement

Average engagement measures the average number of likes, comments, and shares each of your posts gets. 

Average Engagement Calculation: (likes + comments + shares) / (# posts)

This is an indicator of the volume of interactions your posts get.

Average Engagement Rate

Average engagement rate is your average engagement per follower.

Average Engagement Rate Calculation: (average likes per post + average comments per post + average shares by post) / (# followers)

This ratio is more telling of the quality of your content and/or how active your followers are. If you have a lot of followers, but low engagement, you may need to step up your content game!

Optimal Post Time & Post Length

Once you have visibility and engagement metrics, social media monitoring tools can start to give you feedback on what type of posts are providing the most value.

A tool like Keyhole can give you data like the optimal time of day to post, what type of content formats are performing best, and the length of text that gets the most engagement. 

Example Use Case: Game Hashtags

Game hashtags are known to have tons of engagement from fans.

Whether it’s a hashtag you created for a team, or you’re joining in on a grassroots hashtag created by fans, there are sure to be hundreds, thousands, or even millions of posts on that game’s hashtag.

But how do you post on that hashtag to gain the most engagement?

Here’s an example of a hashtag, #nbafinals2019, with a game specific clip.

By analyzing the average engagement rate of posts at different times, you can identify the perfect time to post during games. Is it at tip off? Half time? During the intermission? 20 minutes before the game? As the clock winds down?

Only by measuring these metrics will you know for sure.

Sentiment Analysis

Quantity doesn’t always mean quality. Posts, teams, or athletes can go viral for the wrong reasons—so you have to look beyond reach and engagement.

Sentiment analysis allows you to track the number of positive vs. negative posts for a given hashtag or keyword.

By tracking sentiment analysis, you’ll be able to prevent and manage PR crises, better understand your audience, and keep a finger on the pulse of your audience’s mood.

Example Use Case: Player Sentiment

Let’s say you have a video campaign planned where you’re featuring an athlete in your organization in each video.

If bad news breaks that day about that player, you don’t want to add fuel to the fire by sharing a mistimed feel-good post about that player—especially if that post is tied to one of your sponsors.

By using social listening and sentiment analysis tools, you can make sure you’re avoiding any intended consequences.

Here’s a hilarious piece of player-driven content from Liverpool FC. But they wouldn’t want to post it soon after one of the players in the video made a costly mistake for their team.

On the flip side, if a player is trending for positive reasons, it may be the perfect time to pull an older piece of content on that player out of the archives.

Audience Analytics

Your sports social media campaigns will only be made stronger the more you learn about your audience.

By using the native analytics tools in the social media platforms you’re using for your campaign, you can track audience metrics like:

  • Countries
  • Language
  • Gender
  • Keywords
  • Devices

Example Use Case: Multi-Lingual Campaigns

By using audience analytics, you may learn you have a growing demographic that you should tailor more of your content to.

Because they’re located in a southern US state with many Spanish speakers, the Arizona Coyotes launched Spanish versions of all of their social media accounts in 2019.

They would have been able to justify that decision in advance by using audience analytics on their English-only accounts.

Influencer Analytics

Engaging with your team’s top fans is an amazing way to make fans for life.

By inviting influencers into your sports marketing strategy, you’ll give them a platform to share their authentic passion that’s sure to resonate with your wider audience.

Example Use Case: Targeting New Demographics

By using Keyhole’s influencer tracking tools, you’ll be able to identify, compare, and measure potential and existing influencers with all the metrics we’ve already mentioned above.

For example, if you’re looking to reach a demographic that your audience analytics say you’re not currently reaching, you can seek out influencers whose content clearly resonates with that exact demographic.

Other Business Metrics

Actual ROI

Of course, the truest and simplest way to track your ROI is to track the financial cost of your strategy compared to the overall gain of your strategy.

But tracking your financial gains isn’t always easy.

If you know the financial value of a single follower, you could estimate revenue gained from gained followers.

Or if you can link landing or renewing a particular sponsorship to your marketing campaign, you can consider that your financial win.

Website Analytics

You can also turn to your website analytics to prove the effectiveness of your campaign. Did your website traffic go up after your campaign started? Did it go down once it stopped? 

Linking your marketing campaigns to other metrics outside of social media shouldn’t be ignored!

Sports Marketing ROI Case Studies

The Special Olympics

The Special Olympics are a huge sports endeavor—with nearly 5 million athletes with intellectual disabilities participating worldwide.

At that scale, tracking the ROI of their social media campaigns is a tall order.

Ryan Eades, Director of Digital and Social Engagement at the Special Olympics turned to Keyhole to track the ROI of their social media efforts.

They sorted their audience by follower count and engagement to identify their most influential ambassadors.

Once they linked up with model and actress Brooklyn Decker, they used Keyhole to track engagements and conversions linked directly to her posts.

SportQuake, the Data-Driven Sports Marketing Agency

Sports marketing agencies have the most to gain from tracking ROI.

As they’re not in-house employees, they have to prove the potential and actual benefits of every campaign they run for any organization.

They need as much data as they can get.

SportQuake is one of those agencies. They are often in a position where they’re trying to recruit influencers to aid in marketing campaigns.

But they look beyond follower counts. They want to make sure the influencers they work with are actually likable.

That’s why SportQuake uses Keyhole’s sentiment analysis metrics to monitor the audience sentiment towards a particular influencer—allowing them to have a data-driven approach to choosing the right fit for their campaigns.

MELT Atlanta’s Cool Approach to Analytics

MELT Atlanta is a sports marketing agency that connects major brands with top athletes and athletic events.

For example, their most recent project is a marketing campaign connecting Coca Cola with athletes in the 2020 PyeongChang Winter Olympics.

To MELT, tracking the success of their campaigns is crucial to proving ROI for their clients.

“Having a reliable number of impressions and reach for the hashtag that we are able to get within seconds of logging in has definitely solved our biggest pain point,” said Jenna Cook, their Digital & Social Media Manager.

With Keyhole, they track brand accounts, athlete accounts, hashtags, their most engaging posts, best posting times, follower insights, and more.

By having an easily accessible dashboard with their most crucial metrics, they can easily answer whether or not their clients are seeing ROI on their campaigns within seconds.

How to use Keyhole to Track Your Sports Marketing ROI

No matter what your goals are for your marketing campaign, you’re going to need to prove your campaign’s effectiveness with hard data.

By using Keyhole’s advanced social listening tools like hashtag analytics, influencer monitoring, keyword tracking, sentiment analysis, and more, you’ll have a wide range of metrics to prove the success of your marketing campaigns.

Ready to get started? Start your FREE Keyhole trial today.

Social Media for Nonprofits: Proving Your ROI and Impact through Social Media Analytics

Social media has radically changed the way people discover, consume, and share information about issues that matter to them. 

For nonprofits, that’s more than a good thing. 

Now your work, your impact, and your stories can get the recognition and attention they deserve.

Social media for nonprofits gives you the chance to tell your brand story, interact with your supporters and get them interested to support your campaigns. 

If you haven’t already, you need to start thinking about creating or optimizing your social media strategy.

But wait… 

Being on social media is not enough. Your efforts have to have some sort of return on investment (ROI) otherwise why spend so much time and effort on social media?

So, in comes social media analytics. 

In this blog post, we’ll show you why measuring your social media ROI is important, what you need to be measuring, and recommended tools to use. 

Jump Links:

Why Should Nonprofits Focus on Social Media?

Why It’s Important to Measure your Return on Investment (ROI) / Social ROI 

What Metrics to Track
Engagement
Reach
Website Traffic
Most Effective Channels
Conversion

Assign a Monetary Value to Each Metric Measured

ROI / SROI in Real Action
#WorldElephantDay
United Nations

Best Social Media Analytics Tools

Why Should Nonprofits Focus on Social Media?

Before we dive in, let’s first touch on why social media for nonprofits is an important marketing tool. 

Data by HubSpot reveals that the main reason why nonprofits engage in marketing efforts is to fundraise, generate brand awareness, recruit volunteers and share news.

Source: HubSpot

Social media is perfect to help attain all of those goals.

Why? 

Because over 3.5 billion people currently use social media, meaning there’s no shortage of opportunities to find people who can support your cause through social media platforms such as Twitter, Facebook, and Instagram.

What are we trying to say here?

If used the right way, nonprofit social media marketing can greatly help you promote your organization and find people to help with your mission.

Why It’s Important to Measure your Return on Investment (ROI) / Social ROI 

Let’s get down to business.

According to The New Economics Foundation, Social Return on Investment (SROI) captures social value by translating outcomes into financial values.

While social media is exciting to use, it’s also difficult to place tangible value, especially in financial terms. 

So, even though you got 1000 likes on your Facebook post yesterday, how much did those likes contribute to your bottom line?

For marketers in nonprofits, this is a difficult question to articulate an answer for.

In a world where competition for grants is very significant, calculating your SROI can give you a competitive edge.

How? 

Measuring your SROI helps you to identify what is working and what is not. Not all social media platforms are equal. Some are better than others. 

By measuring your SROI, it will help you identify which platforms are giving you the most return, indicating which platforms you should allot time and energy towards.

Examining your social media analytics will help you see where your social media budget is most effective, especially if you use social media ads. 

You will get insights into areas where you shouldn’t be spending so much money on. 

If you don’t practice regular measurement and reporting on your social media efforts, you may end up spending time and effort on a strategy that is not getting you anywhere. 

The needs of your fans change constantly so you need to keep adjusting your social media content to match their needs. You can only do this by keeping up with your metrics constantly.  

Analyzing your SROI will give you insights into whether there are any gaps in your social media strategy, content, and key messages so that you can improve accordingly and continue to offer value to your audience.

By measuring your SROI, you will give everyone involved in the strategy a sense of purpose and a better understanding of why social media platforms are important to your organization’s mission. 

It will also help to emphasize the value your efforts are contributing to your organization’s overall goals. 

What Metrics to Track

Let’s get down to work. 

There are a lot of metrics that you can track if you want to know how effective your social media efforts are. 

However, not all metrics have the same level of importance.

Many nonprofit marketers focus mainly on vanity metrics, which is the number of fans, followers, and views. 

While these metrics are good to be aware of, they are not the most important when it comes to your SROI and measuring your impact. 

You may get excited to see your video got a million views, but you have to go deeper than just the views.

Beyond viewing the video, how many people out of the million viewers took a desired action such as making a donation? 

Worry not, there is an easy way to decide what metrics matter the most to your nonprofit. 

What you need to do is ask yourself these four questions:

  1. What does success look like to us?
  2. How will we know that we are achieving that success when we use social media?
  3. What three quantitative metrics can we create to measure this success? (eg. number of donations received)
  4. What three qualitative metrics can we create to measure this success? (eg. the interest created towards a cause)

With these questions in mind, here are five metrics that can help determine nonprofit social media success:

Engagement

Engagement refers to the kind of response your social media content is getting from your online audience. 

To measure your engagement look at the number of shares, comments, retweets, mentions, and link clicks. 

Here’s our engagement measurement formula:

Why is this an important metric? 

Engagement lets you understand what your target audience values most.

By tracking the amount of engagement your content receives, you’ll know if you’re offering people value and if not, you get a chance to do better in the future.

Reach

Reach refers to how far your messages go beyond your fans and followers. 

When your Facebook fans see your posts are they sharing them with their friends and family? When they read your blog are they sharing it on Twitter?

Reach is important, especially when you’re trying to create brand awareness or promoting a new cause.

You want as many people as possible to know about your organization and its campaigns. 

Website Traffic

You don’t want people to just see your social media content, you want them to take the desired action such as volunteer, donate, get involved in your cause, etc.

The best way to do this is to get them to your website where they can see more about your nonprofit and its activities. 

Make sure that you measure how much traffic your social media efforts are sending to your website, and the kinds of interactions these visitors have on your website.

Most Effective Channels

Focus on the channels that are giving you the most SROI. 

It’s important to understand your most effective channel so that you don’t keep wasting money and effort on platforms that are adding no value to your bottom line. 

Conversion

Remember when we talked about vanity metrics?

Here is where you separate the wheat from the chaff.

Besides attracting millions of fans, you want them to take certain actions.

This could be to donate, click on an ad, attend a charity event, visit your website, etc.

You need to know how many people take your desired actions because this is the one metric that truly informs your bottom line. 

Assign a Monetary Value to Each Metric Measured

Does your social media successfully convert traffic into donations?

Source: Procurious

Your nonprofit needs to know whether the money and effort spent on social media are adding some monetary value. 

Guided by social media analytics, assign a bottom-line value to each type of conversion.

This will at first prove to be difficult, but as you continue to understand your social media efforts and corresponding goals, you will get better at it. So be patient with yourself. 

Here are some questions to help you assign a value to your metrics:

How much is each potential visit to your social media platforms and website worth to you?

How many donations can you collect through your social media platforms?

How much does it cost you to run effective ads to achieve your social media goals?

How much does it cost you in terms of labor? (consider the number of hours spent on social media marketing over a given period).

How much do you spend on social media tools? (eg. scheduling tools, analytics tools, etc.)

By answering these questions, you will be able to find out how much you spend and how much you make, thus allowing you to quantify (in monetary terms) your SROI.

ROI / SROI in Real Action

#WorldElephantDay Uses Keyhole to Help Find Investors

Every August 12th, the world gets together to save elephants for #WorldElephantDay. 

This annual awareness campaign is led by the World Elephant Society, a nonprofit tax-exempt 501(c)(3) charity organization.

To make sure that the campaign increases reach every year, the organization uses Keyhole for Nonprofits to get more value out of its social media presence in two ways:

  1. Find and connect with influencers: Influencers are a great marketing tool to help make campaigns go viral through their spheres of influence. 
  • Identifying the right influencers can be a daunting task. World Elephant Society uses Keyhole to easily identify top influencers engaging with their hashtag (#WorldElephantDay), and directly reach out to them to amplify their message every year. 
  • By measuring how much reach their hashtag has garnered, they can know which influencers to align themselves with, in future campaigns.

    2. Collect campaign data to help secure investors and sponsoring partners: The organization works with Keyhole to help identify campaign reach, engagement, and growth and then organize all this data. The organization then presents it to potential collaborators and sponsors.

The United Nations Gains Consumer Insights with Keyhole

Every Woman Every Child (EWEC) is a global movement that mobilizes relevant stakeholders to address the major health challenges facing women and children.

Much of EWEC focuses on advocacy and helping people to understand why the health of women and children is critical to societies. 

They needed to understand who they were reaching on social media, and how they could measure the success of their strategies. 

Where are these people from? What devices do they use to access and engage with their content?

It was important for the organization to have this data so they could effectively drive their campaign forward.

Using Keyhole, the organization was able to measure:

  • Audience demographics (geography, gender, sentiments)
  • The effectiveness of partnership engagements
  • The geographical reach of their social media presence
  • How people were accessing their content

The UN was able to access these insights and extrapolate data to pivot their strategies as needed, and to measure success with their social media efforts. 

Best Social Media Analytics Tools

There are several good social media analytics tools that your nonprofit can use to measure its SROI. Here are our top picks:

Google Analytics

Google Analytics is one of the best tools to use when tracking your website traffic, audience demographics, on-site conversions and sign-ups emerging from your social media campaigns.

Facebook Insights

Facebook has become a popular charity fundraising platform. Facebook Insights, its built in analytics tool, is great in providing you with useful insights in the ‘People’ tab.

You’ll get to see audience demographics such as age, gender, and geographical distribution. 

These insights will help you understand if you are reaching the right audience and the kind of reach and engagement your social media content receives on Facebook.

Keyhole For Nonprofits

Keyhole helps hundreds of nonprofits prove their impact through Social Media Analytics to maximize reach, get more donors, and secure more sponsors over time.

Our tool helps you collect all the important metrics that you need to prove your impact to your donors and secure your donations.

Keyhole helps you to calculate how much interest and awareness your social media efforts have generated.

With this report, you can show your sponsors exactly how much value you bring as a brand partner.

More supporters bring you more funds. 

Through Keyhole you can practice social listening to find all the people talking about your cause and your nonprofit. 

These are your supporters, your advocates, and your ambassadors, people you probably didn’t know you had.

By knowing who they are, you can engage them and convert them into loyal supporters. 

We cannot emphasize enough the value of influencers to any campaign.

Keyhole will find and engage all the influencers and celebrities out there already excited about your cause. 

You want to know how much your nonprofit is growing, right?

Keyhole lets you watch your nonprofit grow over time. You will always be able to tell if your campaigns are reaching more people and if you have more followers and why. 

Wrapping Up: Where Do You Go From Here?

Measuring your nonprofit analytics is a necessary task that should be part of your social media for nonprofits strategy. 

When you’re armed with the right insights, you will always be able to make any necessary changes that will see your nonprofit achieve its overall goals. 


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

How Arizona State University Uses Keyhole to Help PBS Journalists and Students Become Authorities in Trending Topics

Jessica Pucci, Director of Digital Audience Programs – Walter Cronkite School, ASU

“Keyhole is a tool that you can use to understand the conversation around a topic and help you become an authority, connecting you with people who are existing authorities.

It’s always my hope that Keyhole becomes a tool in my students’ arsenal that they turn to first. Keyhole is great because it allows students to visualize the many facets of a conversation and assess what’s performing well in different ways. The students love it.

Ultimately, having data behind your decision is what makes your content stronger and makes you a stronger communicator.

How This John Hopkins University Graduate Uses Keyhole to Inform Large-Scale Marketing Strategies

Robin Lindner, Graduate Researcher and Marketing Strategist, John Hopkins University

“When I was putting together my strategy for these large projects, I was looking at sentiment, but I was also looking at what types of media folks were engaging the most with.

Having access to that data through Keyhole, I was able to go and make a change. For the professional, it is so key because you can prove that you know what you’re talking about. You can prove that your strategy has merit.”

How HerCampus uses Keyhole Reports to Show Sponsors the Real Reach of their Events

Windsor Hanger-Western, Cofounder, HerCampus Media

We do a lot of experiential marketing within  HerCampus Media, and we used to have a hard time conveying the impact of our events to our brands.  They’d say, ‘Well, you’re doing an event and there are 1,000 women there, that seems like a lot of money to just reach 1,000 women’. 

So, we’re saying “You’re not just reaching the 1,000 women that are there, you’re reaching all of their friends on social, because we’re creating experiences that they’re going to want to share”.  And so by you hosting this amazing event with us with those women, it’s exponential how many women you’re going to access. 

And Keyhole is how we say it’s not just 1,000 women, it’s 5 million impressions… the numbers help us prove the impact of what we’re doing to our customers”. 

How The Infinite Agency Uses Keyhole to Run ‘Real-Time Marketing’ & Predict Campaign Success

Freddy Duran is the Social Media Director at The Infinite Agency, a cutting-edge, data-driven creative agency based in Dallas, Texas.


A strong advocate for the power of social media analytics, Freddy gives us his expert insight into *why* it is so crucial to use data to optimize social media campaigns at every stage, and how it helps to reach the right people with the right message at the right time.

“Anything that is not data backed, to me, is guesswork.”

Freddy Duran

In this article, Freddy focuses on how Predictive Analytics help you determine campaign success and pivot when needed. He also explores the concept of “real-time marketing”, using social media analytics to optimize campaigns as they run.

Predicting Campaign Success


One of The Infinite Agency’s Award-Winning campaigns ˄

One of the benefits of using social media analytics tools like Keyhole is predictive power, and “Predictions” is a feature that sets us apart.

GIF illustrating 'Predictions' tool being toggled on Keyhole

After just 7 days of tracking an active #campaign with Keyhole, you can predict campaign performance for the next 30 days.

I mean, I used to do these projections by hand and the methodology is the same, based on historical data by x amount of time, but the fact that you guys are including it in your dashboard is amazing.”

How does this work?: Our algorithm will learn key metrics about your campaign’s performance such as the number of posts and average engagements, and will then project those numbers based on its current status.

“Back in the day (and when I say that, I mean like 2-3 years ago) marketers had to know the algorithms and formulas to calculate these things by hand. Saving time by not doing these things by hand, and knowing that you still have accurate information is very valuable.”

Being able to predict campaign performance helps you know if your campaign is already set to get the traction you are hoping for, or if you need to be more proactive with your outreach to hit your goals before it’s too late.

Image of a Hashtag Tracker dashboard 'Predicting' campaign performance for the next 30 days

“In my personal experience with advertising, I have dealt with many tools. But Keyhole is the only one that is incredibly easy to use, and right off the bat I was blown away that you have built-in campaign performance predictions. That is something that I haven’t seen anywhere else.

Optimize Campaigns with Real-Time Marketing


Image of Infinite Agency campaign- 3 People Popping Confetti Balloons

“I’m seeing it a whole lot lately that clients ask: ‘How can we do social listening better?’, ‘How can we be more reactive to what’s going on right now?’. Real-time trackers like Keyhole help you know how people are feeling about and talking about your brand in real time. This means that we can have real-time marketing from a brand perspective and make it reactionary.”

Image showing a Sentiment score of 98
This sentiment score from one of the Agency’s campaigns indicates healthy overall brand sentiment.

Real-time marketing entails tracking conversations as they happen on social media, and reacting to both positive and negative conversations in a way that benefits your overall marketing strategy.

For Example:

Positive posts can be shared as social proof, and you can chime in on trending topics during spikes of activity to amplify your message.

Negative Posts can be addressed right away and mediated in order to prevent a change in your brand sentiment.

This approach helps Freddy and his team optimize campaigns during their entire run.

“My life would be terrible without social media analytics tools. Being able to look at a tool like Keyhole is incredibly important because it gives you a look at not only what a brand is doing right but also how people are responding to it.

Being able to assess how audiences are feeling is the end game. Advertisement is based on happiness and persuasion, and if you can determine how people are reacting to things or how they’re talking about it, that gives you good insights into what you should do as an advertiser or a marketer, and you guys take away a lot of the guesswork in that.”

How the USTA is Leveraging Social Media to Reach the Next Generation of Tennis Players

Learn 3 of the social media marketing strategies that the USTA uses to yield incredible (700% year-over-year!) growth in content engagement.

From grassroots community tennis to the US Open, the USTA strives to grow tennis at every level.

One of the driving forces in accomplishing this mission is the USTA social media team. Led by Director of Social Media & Strategy, Qianna Smith-Bruneteau, the USTA has built a social strategy that has landed their campaigns in the billion+ impression category and that leads to a consistent 700% year-over-year growth in content engagement.

More importantly, every person their content reaches is inspired by tennis-related content that is positive, motivational and inclusive.

QIanna-header

Read on to learn 3 key social media marketing strategies that Qianna’s team implements to reach their goals and guide these numbers.

1. Reach Generation Z & Millennials Through Youth Ambassadors

One of the ways that the USTA social team is engaging a younger audience on social media is by leveraging the power of influencers.

The team has built partnerships with 100 youth ambassadors who share their stories through social media, inspiring others in their age group to become involved in this sport and community, and driving home their mission.

“We have this incredible mission to inspire the next generation of tennis greats through our Net Generation brand. Leveraging social media, we have developed relationships with Generation Z and millennial audiences. We’ve assembled a movement of 100 ambassadors, the Net Set, age 5 to 19, who share their personal tennis journeys and stories on social media, and it’s through their lens that I see the magic and the mission of the organization unfold.”

Not to mention, their winning strategy has also won them several awards, the most recent being the 10th Annual Shorty Award for best celebrity & influencer campaign on Snapchat.

Bonus Tip:

Notice the USTA’s use of emoji CTA’s- calling for comment engagement by showing which emoji to use to show your support for USTA athletes/ partners?.

2. Monitor the #Conversation to Increase Engagement

Qianna’s team also maximizes overall engagement by leveraging hashtag analytics, or in other words, tracking #USOpen during the run of the event and year-round to understand how their content is being engaged.

“I never imagined during the US Open that our hashtag would enter into the billion+ impression category. Having the ability to download the content tagged with our hashtag really allowed us to identify super users and reward them with surprise and delight moments throughout the tournament.”

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By monitoring how people are engaging with your hashtag, you can identify most engaged users and the types of content they are engaging with. You can then adjust your content strategy in real time, replicating high-engagement content and delighting your audience.

“Keyhole allows us to analyze the conversations around turnkey marketing moments, and to understand the organic/earned media associated with our brand.”

3. Use Competitive Benchmarking to Inform your Strategy

Competitive Benchmarking means comparing your own performance to your top competitors’ as a way to hold your metrics to a standard.

“Keyhole.co is an invaluable tool for competitive benchmarking and seeing where we stack up in the space.”

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With benchmarking, Qianna and her team were able to determine that they had the most engaged hashtag, #USOpen in the Grand Slam space in 2017 (US Open, AU Open, French Open, Wimbledon), which demonstrates the value of her team’s efforts within the organization.

“On the US Open channels, we had a 700% year-over-year increase in interactions and video views across the big 5. And our USTA social media channels did the most interactions and video views, an increase of over 1,200% year-over-year when compared to the other 3 governing bodies associated with a Grand Slam.”

Key Takeaways

Some key takeaways:

  • Create engaging content by partnering with influencers or brand ambassadors.
  • Monitor hashtags to understand engagement and double down on top content.
  • Use competitive benchmarking to measure your results.

That’s the USTA’s winning formula ??.

“Keyhole is an incredible tool for any social media marketer. I used it when I was head of social media at Saks Fifth Avenue, and it was one of the first tools I selected at the USTA.”

NMAAHC logo and Photo of SOcial Media Director at Museum Tour- Hashtag analytics -Cover

How the National Museum of African American History and Culture Transforms Conventional Narratives Through Social Media

Recruited before the museum even opened its doors, Lanae Spruce has become
The National Museum of African American History and Culture’s influential voice on social media.

As the Manager of Social Media and Digital Engagement, Lanae focuses on finding creative ways to take the rich stories that live within the museum walls and spread them far and wide online.

For the past four years, during a crucial time in US history, Lanae and her team have led transformational conversations about race and national identity on social media, subverting stereotypes and changing “minds & hearts”.

Quote Image: “We always think about how we are doing this for the culture. We ask ourselves, how can we create moments about African American history that will really allow people to educate themselves about the contributions of African Americans to this country and also really change minds and change hearts about what it means to be an American?”

Social Justice Leads the Conversation

One of the unique things about monitoring social media through hashtag analytics in the long-term is that clear patterns begin to emerge.

“We use Keyhole to monitor our hashtag campaigns and engagement. We also use it to find and look at our influencers, reshare content and find new stories.”

Lanae’s team (pictured below), for instance, finds that leading the conversation on issues of social justice attracts their highly-engaged audience.

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“Through our analytics, we’ve been able to determine that we have one of the highest engaged audiences on social media in the museum industry, and that’s informed our practice directly. We’ve found that commenting on issues related to social justice really resonates with our audience. Whenever we can offer historical context for any of these contemporary issues they love it. By being timely and also by standing up for what’s right we continue to engage our followers.”

For instance, on National Watermelon Day (August 3), the team found an opportunity to subvert a common stereotype.

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“Watermelons are a stereotype associated with African Americans. What we were able to find through our research with historians here is that at one point in time, many African Americans owned watermelon farms. And it was seen as a symbol of empowerment because they were able to create their own wealth and lifestyles by buying and selling watermelons. So we were able to take a stereotype and flip it on its head.”

Tracking the Pulse

By listening to the goings-on of social media, Lanae’s team also keeps on top of fresh stories and adds their voice to relevant conversations as they emerge.

“I think for us we’re very in tune with the pulse side- what people are talking about right now, and how we can use that to create moments to educate the public”

For instance, Lanae shares that after the horrific events in Charlottesville last summer, her team thought a lot about the best way to respond on social media. Ultimately, they created a thread on Twitter that spoke about the history of terror for African Americans in the United States immediately following the civil war period, “during reconstruction”.

The impact?

“We got thousands and thousands of retweets, and Twitter created a stand-alone moment for that particular Twitter thread because it was so important and it led the conversation for what everyone was talking about at that time.”

Image Capture of the NMAAHC Twitter Moment on August 17,2017 "Historical Examples of White Supremacist Intimidation Provide Context for Today"
Click this image to see the Twitter Moment

Of course, the NMAAHC is in a unique position to lend their voice to this conversation, both as an educational institution and as experts in African American history.

“I remember one of my peers asking me, how can a museum tweet using #BlackLivesMatter? The answer is: because we directly have collections and exhibitions and programming that support the issues there, and as long as we are able to offer context on these issues we are doing our job at the Smithsonian as an educational institution.”

The Power of a Post-It

The intention that Lanae came to this job with has continued to inspire an approach to social media that transcends common marketing objectives. Far beyond any metrics or KPIs, the NMAAHC is leading an important conversation online.

Sticky note reading:'How do we honor African American experiences outside the common narrative?'

“I think for me one of the things that really drew me to the role is that my boss at the time posed a question to me that has stuck with me throughout this role (I still have the sticky note from our conversation!):

‘How do we honor African American experiences outside the common narrative?’


This question has since driven this team’s approach and guided how they choose to communicate online, the types of stories they highlight, and the content they create.

“I really thought about that: how can we create an impact and tell stories about LGBTQ African Americans, about the contributions of women and children during the struggle for African American civil rights?”

Key Take-Aways

The NMAAHC team has done extremely well through their social media channels, launching social campaigns like ‘Our Hidden Hurtstory’, daily ‘This Day in History’ content posts, and creating unique hashtags like #APeoplesJourney and #OurNationsStory that have, for instance, been used by 4 US presidents to date.

They are using social media differently, and in all their conversations they are reaching audiences with a message that is educational, progressive, and inclusive.

Using social media analytics, and specifically, hashtag analytics to monitor their conversations, they have created an approach that furthers their mission while also highly resonating with their audience.

We are thrilled that Keyhole is part of the mix that helps this museum regularly create significant conversations that move the needle.

How PROJECT 375 Uses Keyhole to Track the Conversation Around Mental Health

Erica Jellerson gives us her expert insight into how the conversation around mental health is changing on social media, and how she and her team are using social media analytics to lead the conversation.

PROJECT 375

PROJECT 375 is a non-profit organization centered around reducing the stigma around mental health.

Erica-Jellerson Photo and Quote: "“Until now, no one talked about it.But we’re changing the conversation.”

The organization was born out of the experiences of its co-founders, NFL star Brandon Marshall and his wife– mental health advocate Michi Marshall.

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In 2011, Brandon was diagnosed with borderline personality disorder and spent 3 months in an intensive outpatient program at McLean Hospital.

After his experience, the critical need for stigma reduction and mental health education was immediately apparent. That’s why he, his wife, and the team are now dedicated to changing the conversation around mental health through PROJECT 375, which aims to “unlock human potential through conversation, education, and inspiration”.

The 375 Team at a Mental Health First Aid Training:

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Mental Health on Social Media

Social media is one of the primary channels where the conversation around mental health is taking place, and, thanks to the public nature of social, it is also the one we have most visibility into.

According to Erica, who has been using Keyhole to monitor the conversation around mental health for years, we are currently experiencing a positive shift in its tone.

“I think we have been seeing a shift in the kinds of conversations surrounding mental health on social media. Just looking at the number of conversations taking place on these platforms, we can see it has grown instrumentally over the past couple of years. We are witnessing celebrities and everyday people alike, looking to social media to tell their stories.”

Naturally, social media is also one of the main ways that PROJECT 375 leads the conversation about mental health and connects with and understands its audience.

“We believe in meeting people where they are at. The fact is people are on Facebook, Twitter, and Instagram all day long! Our presence must be robust on these social channels to continue to galvanize the community and move these critical conversations forward.”

The organization uses its platforms to amplify news, celebrity posts, and studies that support its messaging and further a positive dialogue around mental health, using Keyhole to track, optimize and understand their own success.

Creating Success with Keyhole

“Keyhole is my go-to for all things analytics. Knowing our audience, their likes and dislikes, the kinds of content they prefer and the times they are looking at us is mission critical. I am constantly looking at the data to see what patterns emerge and the different ways we can tweak our strategies to best serve our supporters. Social media is ever-changing and Keyhole gives us the ability to change in lockstep with the latest trends and audience preferences.”

With Keyhole, Erica and her team are able to look at key social media account and hashtag analytics that give them insights into their audience and industry and help them amplify their message.

Knowing Your Audience: Likes, Dislikes & The Content They Prefer.

Knowing your audience is key.

In a non-profit space, this helps build ideal content to increase engagement and brand awareness. By targetting the right people by demographics or location, you can also improve your success with fundraising, petition signing, or event attendance.

Some of the Insights that PROJECT 375 uses Keyhole to measure are:

Follower Location (Worldwide & US-specific):

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Keywords in Bio (to gauge personas, understand interests):
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Top Engagement Times (to optimize content scheduling):

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“Keyhole offers us information that we can’t get by attempting to just pull analytics from each channel. It is the most user-friendly, targeted program we have used. As our communications strategies have changed over time, Keyhole has allowed us to make the most informed decisions to achieve our goals.”

Keyhole helps PROJECT 375 understand the changing conversation around mental health, as well as their own content efforts. The Marshalls, Erica and their team are then able to use this data to further their mission, reducing the stigma around mental illness through awareness and community building.

Follow PROJECT375 on Twitter to continue listening.

If you are interested in tracking conversations on social media, try Keyhole for free!

SportQuake’s Data-Driven Recipe for Sports Marketing Success

SportQuake is a go-to international sports marketing agency that provides strategic brand ideas, insight-driven campaigns and executional expertise.

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Worthy of note:

  • A unique ‘360° Style Review’ that sets them up for success.
  • Their use of sentiment data to drive influencer partnerships.

The 360° Review

Before SportQuake even takes on a new client, or starts a new campaign, they first consider the full scope of the project by overlaying key client data like average engagement, share of voice, and follower demographics with Sports Marketing data and insights into the sports ambassadors (#influencers) they connect their client with.

“We do it in 360° review style, which involves research and insight. This is where we use tools such as Keyhole to analyze our Key client data and overlay that with sports marketing data to provide 360° view of everything in the market that is relevant to our client.”

This helps deliver a full-scope strategy that is customized and specific to their needs. By taking all these factors into consideration at this early stage, SportQuake can predict success with high acuracy, making sure their clients get the best ROI possible.

Sentiment and Influencers

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“There are certain [Keyhole] features that we didnt know about before, and they opened a new lens for us to look at campaigns through. One of them is sentiment, which is underestimated.”

This new lens has given Oliwia and her team have a unique approach to selecting influencers: using sentiment to drive decisions alongside common metrics like engagement and reach, and best practices.

“It’s about the feeling and likeability. Especially with content creators like influencers.”

Now, when considering top athletes to connect their client brands with, they
look at sentiment to understand how likeable influencers are in the eyes of their followers.

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“But, it’s hard to understand Sentiment just from scrolling through someone’s profile and posts, and it would take you ages to analyze the profile enough to figure out average sentiment. So it’s great that Keyhole does this job for you: basically taking the wording and context of posts and reactions and using the algorithm to analyze the sentiment behind the copy.”

Olivia’s Tips for Choosing Influencers:

When looking for influencers, consider:

  • Is this person heavily commercialized?
  • Does their lifestyle represent the brand?
  • Are their followers in the same demographic as our target audience?
  • Are they likeable?

“At the proposal stage we want to be as efficient as possible when it comes to gathering data. Keyhole is definitely an advantage to save time. Before, we would collect data from each social account or influencer separately and it would take ages. It was in excel files, and as you can imagine everyone has their own way of managing this data. It would be one big mess, whereas now, everything is there.”

In a Nutshell

In sum, SportQuake’s approach shows us that a clear path to success in marketing efforts includes taking all relevant data ♥️ into account up front.

Also, consider following Oliwia’s advice and utilizing sentiment to drive powerful, successful partnerships and campaigns, and don’t forget to share your successes with us @keyholeco!

Life is short and the internet is vast.