Fan Engagement Drives ASU's Game- Winning Strategy

Share this content:

When it comes to engaging customers, user-generated content helps marketers stay at the top of their game. Arizona State University (ASU) made social content part of its own game plan and implemented TigerLogic Corporation's social content curation platform, Postano, to grow its social media presence and increase fan involvement.

ASU uses the platform to monitors fans' pictures and posts from multiple social networks and filter them via specific search terms, Twitter handles, and hashtags. For example, ASU monitored the hashtags #keepthecup and #territorialcup for the Territorial Cup rivalry game against the University of Arizona this past November. ASU then curates the content and publishes select images and posts onto the stadium's video board. To remind fans to participate, the university also features the official game day hashtag on print brochures and on its social channels.

Grace Hoy, social media coordinator for ASU's sports teams, the Sun Devil Athletics, says social content allows fans both near and far to participate. “We have a huge fan base. Our stadium holds more than 71,000 people...It's a great way to involve them,” she says. “It's also a way for us to include people throughout the world, even if they're not actually at the stadium or the arena. They can still use the hashtag and still be part of the gaming experience by getting on the video board.”

Since the technology's August implementation, ASU has received posts from fans as far away as the Arctic Circle, China, and Paris, Hoy notes. She also says that the university accumulated more than 1,800 posts during one of its first football games of the season. And although ASU has experienced a ticket sales increase, she attributes the increase more to ASU's season than to the platform.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above