2. TODAY’S LINEUP
• Digital Strategy
• Official Website
• Facebook
• Twitter
• Instagram
• Apps
• MLB Shop
• Stamp & Share App
Recommendation
• Digital Marketing Letter Grade
• Best Practices: Engaging a
Distributed Fan Base
3. DIGITAL STRATEGY
• “Keeping Red Sox Tradition”
• Targeting families and adults
• Strategies focus on creating
emotional ties with the Red Sox
which will in turn result in regular
outings to the game and increased
season ticket purchases.
• Digital Marketing Goals:
• Increase brand awareness of
history and tradition
• Gain market share of the fans
and gather market data
• Increase page views and
purchases of tickets and
merchandise
Source: http://newmediadl.cas.msu.edu/homework/1002/104907
4. THE OFFICIAL SITE OF
THE BOSTON RED SOX
• Fully-integrated website
• Scores
• Promotions
• MLB TV call-to-action
• Tickets, suites, & hospitality
• Social media dashboard
• Videos
• Red Sox branded ads
• Strength: Provides multiple touch points for fans to interact with
team/brand. Everything’s in one place.
• Weakness: Somewhat cluttered. A little overwhelming.
5. FACEBOOK
• 4.9 million likes
• Integrated Tickets App
• Connects with fans about team
history, provides game updates,
promotes game attendance and
online contests
• Strength: Every post contains a
video or photo, which keeps
posts relevant and interactive.
• Weakness: Lacks direct brand-
to-fan engagement.
6. TWITTER
• 1.04 million followers
• Provides live game updates
using the same colorful
language as baseball radio
broadcasters
• Consistent brand messaging
with hashtags: #RedSox
#RedSoxNation #HighFiveCity
• Strengths: Engages with fans
in a timely and friendly
manner.
• Weakness: Could ask more
open-ended questions to
encourage conversation
7. INSTAGRAM
• 429,000 followers
• Instagram posts celebrate the
sport, the players, and Fenway Park
• Strength: Taps into calendar of
events to ensure relevance year
round: Spring Training, Winter
Weekend, The Gift of Sox, Truck
Day, etc.
• Weakness: Doesn’t utilize repost
app to share fan photos, which
would boost 1:1 engagement.
Should change their photo to Red
Sox logo to match their other social
media sites.
8. BALLPARK APP
• Official MLB Ballpark App
Offers:
• Mobile check-in
• Social media
• Offers
• Rewards
• Player and team music
• Exclusive content
• Strength: Extremely easy to navigate. A to Z Guide provides quick
reference for Fenway accommodations and general Red Sox
questions.
• Weakness: Only relevant to fans who live near team and actually
attend games.
9. AT BAT APP
• Access to scores, player stats,
standings, roster, coaches, and
transactions.
• Links to tickets, pro shop, and
social media accounts
• Strength: Provides customized,
exclusive content for diehard fans.
• Weakness: Most of this
information can be found
elsewhere. It’s a free app, but they
want you purchase a monthly or
season subscription ($2.99 or
$19.99) in order to access
exclusive content.
10. MLB SHOP
• Official Online Shop of the
Boston Red Sox:
• Jerseys
• Apparel and Hats
• Throwback Merchandise
• Authentics Shop
• Home & Office
• DVD & Books
• Capitalizes on emotional ties to
brand. There’s something for
everyone.
11. STAMP & SHARE APP
RECOMMENDATION
• Create official Boston Red Sox app that
fans will want to download in order to
stamp photos and share on social media.
• Examples: TEDxPortland Perfect App and
Nike+ Training Club App
• Offer a variety of stamps to choose from.
Ex: Socks, “B”, Fenway Park logo, etc.
• Provides fans with added incentive to
share photos of team/brand/property,
which generates more brand awareness
and keeps history alive.
Sources: https://itunes.apple.com/us/app/pdx-perfect/id797151717?mt=8
http://news.nike.com/news/new-nike-training-club-app-update-inspires-athletes-for-
the-new-year
12. DIGITAL MARKETING
LETTER GRADE: A-
• Home Run:
• Consistent brand messaging on
all digital platforms: Website, Ball
Park App, MLB Shop, etc.
• Shares lots of great content
relating to their rich history
• Batting Practice:
• Needs to invest more time in
1:1 fan engagement on Twitter
and Facebook
• Utilize repost app and change
Instagram profile picture
13. BEST PRACTICES:
ENGAGING A DISTRIBUTED
FAN BASE
• Fan base of team doesn’t stop at
city limits
• Using social media to engage fans
worldwide helps brand discover
“influencers” that diffuse content
to disparate fan groups
• Engaging fans on social media
also helps extent brand awareness
and uncover emerging and under-
served fan communities.
Source: http://datascience.berkeley.edu/data-baseball-fan-engagement/
