Fan Engagement Drives ASU's Game- Winning Strategy

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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.

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