LISTENING & MONITORING / ANALYSIS• Goal

Tasked with a listening and monitoring program, the goal was to guide the overall execution of Wilson's 'baseball presence' across social media.

The main objective was to monitor the daily conversation to create opportunities for consumer engagements and to use monthly KPI analysis to identify strengths and weaknesses associated with executing the social media programs.

As insights, themes and trends were discovered, campaign and community management activities would be continuously re-aligned and adjusted to stimulate higher engagement levels and larger fan base (consumer) communities.

CASE STUDY

• Solution The listening process, methodology and analysis as part of community management used premium tools to listen to and engage with online sport fans, players, supporters and enthusiasts.

Daily discussions were monitored surrounding the Wilson Brand, baseball sporting gear and conversations within the much broader professional, amateur and youth baseball discussion topic to find frequent opportunities to engage with Brand loyalists and sport enthusiasts, alike.

On a monthly basis, performance analysis and benchmarking was conducted to measure and analyze a series of benchmark KPIs and to discover hidden consumer insights to aid in the continual strategic refinement of Wilson's social media program efforts.

LISTENING & MONITORING / ANALYSIS

CASE STUDY

• Results From the insights and intelligence delivered, Wilson Sporting Goods was able to build a much larger and engaged 'baseball' online presence specifically targeting its key youth and amateur enthusiast demographics.

Social media communities grew ten fold over a 12-month period, with Wilson taking significant share of voice away from premier online baseball powerhouse brands such as Nike and Rawlings.

Analytics and insights afforded Wilson to continually develop engagement campaigns, programs and posts, which were consistently well received among followers raising the benchmark month over month for consumer engagements.

On Facebook alone, Wilson grew its Fan base from 4,400 Fans to more than 330,000 Fans and 300MM impressions with monthly Page engagement rates (Post engagements) exceeding well above peer and industry averages by more than 2% percent and reaching highs hovering in the range of 7%.

LISTENING & MONITORING / ANALYSIS

CASE STUDY