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What: We talked to Emanuela Zaccone, Digital Entrepreneur, Co-founder and Marketing Manager of TOK.tv, about how the platform is changing the way fans consume live soccer games. TOK.tv recently launched  in China, releasing the official Real Madrid app for Chinese fans.
Why it matters: The platform can be integrated into any existing app, turning it immediately into a social network. It puts teams back in control of their relationship with the fans, which currently is mostly mediated by social networks.

http://emanuelazaccone.com/wp-content/uploads/2015/06/zaccone.png
(Photo: emanuelazaccone.com)

Portada: How was Tok TV created?
E.Z.: “We wanted to give sports fans back the emotion of watching TV together, even when they are far away. Sure, users can post on Facebook or tweet, but text cuts off the emotional side of the game: that’s why we created a platform putting voice at the center of the fan experience, letting users create virtual living rooms and call up to three friends, send stadium and arena cheers and take videos and social selfies together. Today we are integrated into major football teams official apps – such as FC Barcelona, Real Madrid, Juventus, Tottenham Hotspur, Italian Serie A TIM and Lega B and GuoAn Beijing among others.”

Portada: How has it changed over the past 5 years?E.Z.: “We started creating our own apps – from early experiments, such as TOK Baseball Land and TOK Football, to official team apps like Juventus Live. Then we wrapped all of our social features into one, which can be integrated into any existing app. Also, the ecosystem on the other side has changed. While second screening is now a regular behavior, first and second screen tend to converge.”

We wrapped all of our social features into one, which can be integrated into any existing app.

Portada: How do you monetize the app?
E.Z.:  “The TOK.tv social platform allows the brand to own the fan experience with custom social selfie backgrounds and sounds, as well as synced advertising. While a game is on we can recognize advertising on TV and send static and video banners to the users when their attention is higher, making TV clickable.We can also sync advertising with the LEDs pitch side. Moreover, the TOK.tv social platform includes advertising BOTs allowing brands to establish a 1-to-1 direct relationship with the fans.”

Portada: How do you connect with brands and advertisers?
E.Z.:  “We have a dedicated team, which works with sponsors and prospects interested in sports. The power of our platform lies in targeting users when their attention is higher while profiling them.”

The power of our platform lies in targeting users when their attention is higher while profiling them.

TOK.tvPortada: How does an app like this change the way fans watch a game?
E.Z.:  “It cuts the distances while bringing the arena and stadium mood to your couch. Nothing is better than living a game with your far away friends as if you were sitting next to each other. Our platform also integrates Tokie, the BOT who knows everything about your favorite teams. Juventus and Real Madrid already use this in their apps. Since January more than 2.3 million messages have been sent.”

Portada: Are the apps changing the audience, or is it the other way around?
E.Z.: “Both. Apps account for 89% of the mobile experience, but the way people use them takes a role in shaping the future of the apps. Audiences are expert users who don’t just accept everything. They expect to have great experiences, to find content on the platforms they use. This changes everything. Could you ever imagine Facebook buying sports right for live streaming?”

Audiences are expert users who don’t just accept everything. They expect to have great experiences, to find content on the platforms they use.

Portada: What are TOK.tv’s expansion plans?
E.Z.:  “Our 21 million users are spread worldwide, with a large portion coming from the US. We are working to expand to American sports and we have recently launched in China, releasing the official Real Madrid app for Chinese fans. That’s a huge market for football fans, and we are already integrated into the GuoAn Beijing app too, planning to expand even further.”

We are working to expand to American sports.

What: BRC Group, a marketer and producer of Hispanic soccer programs, has announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans. JUGOtv has partnered with some of Mexico’s greatest stars like Rafa Marquez, Luis Garcia and Ramon Ramirez., to bringing Mexican soccer and its stars closer to their fans in the U.S.
Why it matters: An increasing amount of video networks targeting sports lovers have been launched (including MCN Whistle Sports, which recently got US$ 20 million financing from investors including NBC). JugoTV is one of the first exclusively targeting the Hispanic soccer lover.

bZ-MsfRi_400x400BRC Group, the marketer and producer of Hispanic soccer programs in the U.S., and owner of Alianza de Futbol, the country’s largest amateur, Hispanic soccer program announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans.

Recognizing the popularity of the Mexican soccer league – LigaMX – which delivers the largest TV audience of all soccer leagues televised in the U.S., foreign or domestic, JUGOtv will focus on bringing Mexican soccer and its stars closer to their fans in the U.S. To do this, JUGOtv has partnered with some of Mexico’s greatest stars and personalities, including Rafa Marquez, Luis Garcia and Ramon Ramirez. JUGOtv will also be offering unique digital content opportunities with exclusive BRC Group clients including Oswaldo Sanchez and Carlos Valderrama.

CHECK OUT: Big Game Broadcasts: Vs Streaming: Two divergent trends have emerged for the Super Bowl and other major sports events. An article in Portada’s 2016 Sports Marketing Guide  DOWNLOAD IT HERE!

In addition to the celebrity hosted content, JUGOtv will also be producing several original series including Cruzando Fronteras, a 20 episode series featuring 20 players that are currently playing professionally in Mexico after being discovered in Alianza de Futbol’s scouting program-POWERADE® Sueño Alianza.

“We’re thrilled to partner with these great players, who played at the highest level of the sport on a global stage, who reach millions of fans through their social media, and who will help us to bring the game and its stars closer to fans in the U.S. in an exciting and entertaining way,” said Richard Copeland, Managing Director of BRC Group. “We have been working in Hispanic soccer in the U.S. for almost 15 years now, and know firsthand the incredible passion and insatiable appetite that Hispanic soccer fans have for ‘futbol’.”

“It’s a very unique situation and interesting dynamic, where the parents or grandparents of these players came to the U.S. from Mexico for a better life, and now these young men have gone back to Mexico to pursue a professional soccer career,” said Joaquin Escoto, Alianza de Futbol’s Managing Director. “There’s so many great stories and we look forward to following the journeys of these players, and more.”

JUGOtv’s content will be primarily short form video produced for consumption by Hispanic millennials on their mobile devices.

According to the study “Why consumers become Brand Fans” developed by Syncapse, the average value of a Facebook Fan is $174 across key consumer categories. This is an increase of 28% since 2010.

Syncapse’s Fan valuation methodology includes the following key drivers: spending, loyalty, propensity to recommend, earned media value, acquisition cost and brand affinity. “The effect is amplified given the exploding number of Fan memberships among the twenty major consumer brands under study; they have doubled, tripled or more”, according to the study.

The 20 major brands included in the study were Mc Donalds, Zara, Disney, XBOX, Skittles, Nike, Adidas, Victorias Secret, Coca Cola, BMW, Walmart, Subway, Dr Pepper, Levis, Oreo, Target, H&M, Blackberry and Monster.

One of the most significant attributes of brand Fans is that they typically do not fan a brand without trying it first. 78% of Fans were users of respective brands

Exceptions to this rule can occur with passion and aspirational brands that are price prohibitive. For example, the one brand in this study that demonstrated this phenomenon was BMW, where the usage rate for Fans was 36%.

Since being a brand user is usually a prerequisite to becoming a Fan in consumer goods categories, according to the study marketers should prioritize their Fan acquisition investments on converting existing customers. Not only is acquisition cost and conversion friction lower, but the investment in a higher quality Fan base will
reap rewards down the line, and this is true for both lower-cost and higher-cost consumer brands.

Other conclusion from the study is that higher quality Fans tend to attract greater numbers of other high quality Fans, and they also tend to advocate more. Establishing a direct channel with Fans (who are customers) also empowers marketers to communicate more effectively and upsell to their most valuable audience segment.

Why consumers become Brand Fans?

49% of brand Fans cited a desire “to support the brand I like” as a reason for becoming a Fan — making it the most popular reason across all brands. 42% of the fans said they have become fans to get a coupon or discount and 41% said they want to receive updates from the brand they like.

reazons.facebook

While transactional offers and incentives are prevalent reasons, emotional and relationship motivators were more universal.

reazons.fans.by.brand

Metodology: Based on a valuation model developed by Syncapse, the survey research for this study was conducted by Hotspex and consisted of a 25-minute survey using its online panel. After screening a large mega panel of U.S. consumers, data was collected from 2,080 panelists in Q1 2013. Respondents self-identified as Fans by indicating which brands they have “Liked” on Facebook. Next, information on past and projected future behavior was collected both at the category and individual brand level.

According to the study “Why consumers become Brand Fans” developed by Syncapse, the average value of a Facebook Fan is $174 across key consumer categories. This is an increase of 28% since 2010.

Syncapse’s Fan valuation methodology includes the following key drivers: spending, loyalty, propensity to recommend, earned media value, acquisition cost and brand affinity. “The effect is amplified given the exploding number of Fan memberships among the twenty major consumer brands under study; they have doubled, tripled or more”, according to the study.

The 20 major brands included in the study were Mc Donalds, Zara, Disney, XBOX, Skittles, Nike, Adidas, Victorias Secret, Coca Cola, BMW, Walmart, Subway, Dr Pepper, Levis, Oreo, Target, H&M, Blackberry and Monster.

One of the most significant attributes of brand Fans is that they typically do not fan a brand without trying it first. 78% of Fans were users of respective brands

Exceptions to this rule can occur with passion and aspirational brands that are price prohibitive. For example, the one brand in this study that demonstrated this phenomenon was BMW, where the usage rate for Fans was 36%.

Since being a brand user is usually a prerequisite to becoming a Fan in consumer goods categories, according to the study marketers should prioritize their Fan acquisition investments on converting existing customers. Not only is acquisition cost and conversion friction lower, but the investment in a higher quality Fan base will
reap rewards down the line, and this is true for both lower-cost and higher-cost consumer brands.

Other conclusion from the study is that higher quality Fans tend to attract greater numbers of other high quality Fans, and they also tend to advocate more. Establishing a direct channel with Fans (who are customers) also empowers marketers to communicate more effectively and upsell to their most valuable audience segment.

Why consumers become Brand Fans?

49% of brand Fans cited a desire “to support the brand I like” as a reason for becoming a Fan — making it the most popular reason across all brands. 42% of the fans said they have become fans to get a coupon or discount and 41% said they want to receive updates from the brand they like.

reazons.facebook

While transactional offers and incentives are prevalent reasons, emotional and relationship motivators were more universal.

reazons.fans.by.brand

Metodology: Based on a valuation model developed by Syncapse, the survey research for this study was conducted by Hotspex and consisted of a 25-minute survey using its online panel. After screening a large mega panel of U.S. consumers, data was collected from 2,080 panelists in Q1 2013. Respondents self-identified as Fans by indicating which brands they have “Liked” on Facebook. Next, information on past and projected future behavior was collected both at the category and individual brand level.