(Conviva is a proud partner of Front Office Sports)
While athletes compete on the field, marketing and content teams are competing off the field for share of attention in the form of views, watch time and social media engagements.
When you compete against each other, understanding what performs well on your own accounts is important, but equally important is understanding what is doing well within your industry or league. It’s difficult to know just how that content stacks up against the competition or similar creators in that space, this was the thinking behind the latest upgrades to the Conviva Social Insights Leaderboard. For the first time, users have a simple, but comprehensive view of their competitors and industry peers in a single screen, across all major social platforms.
Features included the new upgrade include:
- Competitive Twitter and Instagram Tracking: Users can now track audience growth, posting frequency, video and content performance on Facebook, Instagram, Twitter and YouTube on a weekly, monthly, or rolling 30-day basis.
- Category Averages: The Leaderboard’s top row now shows the average performance of all accounts within a specified category.
- Category Lists and Bespoke Leaderboards: Users can view the performance of top social accounts across more than 20 industry categories like Sports Teams, Leagues, Television Shows, Networks, Brands, News, and view personalized Leaderboards with custom lists of accounts.
- Rankings: Newly added rankings provide clarity into how your accounts compare to category lists. Dive into a single platform or rank accounts cross-platform by total engagements, total views, average engagements per video, and more.
“The Conviva Leaderboards will be very beneficial to benchmarking our social performance against other teams in the NFL. Not only will it give a high-level view of the league’s footprint and performance, but also breaks down individual teams’ engagement, follower growth, etc. which can be ranked against each other,” says Gabrielle Timmen, a Digital Media Analyst for the Kansas City Chiefs.
After the first month of the season, the New England Patriots top the Conviva NFL leaderboard with more than 22M cross-platform engagements on Facebook, Instagram, Twitter and YouTube, followed by the Cowboys, Eagles, Packers and Steelers.
The Philadelphia Eagles rank #1 among NFL teams for total Twitter engagements in the past 30 days. Samantha Wood, Director of Digital and Social for the Philadelphia Eagles explains why having their owned analytics and competitor data in one platform is crucial to success:
“It would be a mistake to assume we can keep our heads down and only pay attention to our own metrics. By establishing benchmarks within the full context of the sports and entertainment world, we have an enhanced ability to make strategic decisions to serve existing Eagles fans and to create new ones,” Wood says.
But it’s not just about views and engagements, you need to build an audience. This season NFL teams have invested more into their YouTube presence, with the Cleveland Browns leading all NFL clubs in terms of YouTube subscribers.
“We have made a large commitment to developing our YouTube strategy. Having good analytical and competitive insights will help us to program our channel better and ultimately provide our fans with an improved experience. We look forward to utilizing Conviva’s new product to help meet these goals.” says Jeremy Zimmer, Senior Director of Digital for the Browns.
By gaining the ability to compare their own performance against others, users can understand where their strong points and weak points lie. With this information, they can adjust their creation and posting strategies accordingly.
The old expression goes “if it isn’t broken, don’t fix it.” You don’t always know if something is broken, however, until you see something that is working optimally. The Conviva Social Insights Leaderboard gives marketers and content creators the ability to see what is working across the industry in a streamlined and convenient package.
Get a free trial of Conviva Social Insights including their cross-platform Leaderboard for 30 days to see you how stack up against your competition. Available to the first 50 sports organizations that apply. To schedule a demo, click here.