• Loading stock data...
Tuesday, December 10, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

Webinar: How Does TikTok Fit Into Your Social Measurement Strategy?

  • As the platform continues to mature, teams need to have a better understanding of what success on the platform looks like.
  • Conviva’s tools help teams gain an advantage in this area with detailed metrics.
Oct 13, 2019; Miami Gardens, FL, USA; A general view of the Miami Dolphins logo is seen before a game against the Washington Redskins at Hard Rock Stadium. Mandatory Credit: Steve Mitchell-USA TODAY Sports

TikTok is quickly becoming a must-have social network for brands. More than 75% of the sports teams in the NFL, NBA, MLB, NHL, and MLS have accounts and are already putting up serious numbers. As more teams and organizations spend time and resources on TikTok, there becomes an increased need to measure and quantify results on the platform.

In this webinar, Miami Dolphins Sr. Manager of Social, Stuart Drew and Nick Cicero, VP of Strategy Conviva sit down with Joe Londergan of Front Office Sports to walk through how they are incorporating TikTok into their overall social measurement strategy for a comprehensive picture of their social success.

Edited highlights appear below:

On the Dolphins being a data-driven organization and how that pertains to TikTok (3:49)

Drew: “It really just gives us that real information. It’s very black and white…It really gives us that real measurement of how we’re performing socially across all platforms. With TikTok, we started back at the end of September and were doing some research and wanted to see what other teams were doing. We jumped in on it and for us we thought we would have some really big successes and with one video and it didn’t perform as well. So it was definitely a learning curve for us. Being able to then eventually get the analytics through the platform and now getting to analytics through Conviva has been a really big help for us because we can really dive into how this video performed and here’s the audience that it reached. This video is back trending again after we posted in October. It is really interesting because with TikTok, how things start, you know, trending and trending again. Just being able to measure that has been really unique for us.”

Benefits of Conviva’s TikTok analytics as opposed to the platform’s native analytics (29:42)

Cicero: “If a group like the Dolphins wants to decide to make a lot more TikTok content in the coming season, they have to justify the value and somewhere else is going to have to shift, right? They may make a call a little bit less content on one platform, or maybe not…But once again, you need to be able to measure that in the context of all of your different channels and all of your different platforms. So once again, having them in a centralized location, as well as specialized metrics, really helps give you a direction of just the posts themselves.”

On the longevity of TikTok as a platform (34:58)

Drew: “This is a whole different audience that we’re reaching than on Instagram, Twitter and Facebook. It’s younger than ever. We’re wanting to get our brand out there to younger fans. I think that it’s still continuing to grow in popularity. There are now TikTok influencers that have millions and millions of followers. I think that it’s trending in the right direction…It will be interesting if Instagram or Twitter decided to come up with some sort of competitor that’s already built in that app. I think that right now it still is extremely popular. We continue to still see growth and following. Right now, we’re all in on it and we will continue to be until we feel otherwise.”

Most important metrics to have in a TikTok metrics report (48:49)

Drew: “It’s kind of a mixture. You want to show your video views [and that] we’re getting seen by different accounts that might not be following us, obviously showcasing our growth. We saw a decent amount in the last three months with the draft. But showing the engagement, showing that these people are not just scrolling, seeing a second of our video and continuing to pass on. They’re watching it, they’re commenting on it and then hopefully they’re sharing it and then engaging with the community too…So for us we want to show that we’re a presence. We’re not just posting, checking that box and then showing that a video got this engagement rate. I think that engagement rate is super important with TikTok because I think that the audience, they want to be engaging with the brands more than ever.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Amazon Breaks NFL Streaming Record (Again) With ‘TNF’ Ratings

The “Thursday Night Football” game drew 17.29 million viewers.

Jay-Z’s Attorney Calls Sexual Assault Lawsuit a ‘Campaign of Extortion’

The lawsuit was originally filed against Sean Combs in October.
Aaron Rodgers

A Jets–Aaron Rodgers Divorce Could Get Expensive

The Jets could end up with $49 million or more in dead money.
Kyle Shanahan

Kyle Shanahan Dismisses Trade Rumors That Would Put Him in Elite Company

Shanahan said after Sunday’s game he doesn’t want to be traded away.

Featured Today

Nov 2, 2024; Denver, Colorado, USA; Detailed view of a Wilson NBA basketball held by a referee during the second half between the Utah Jazz against the Denver Nuggets at Ball Arena

‘Obvious Weak Point’: Refs Remain an NBA Gambling Concern

A season after Jontay Porter, the biggest risk may not be players.
Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion
December 7, 2024

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park
December 6, 2024

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.
December 2, 2024

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
Sponsored

Women in Sports are Leveling Up

Three graduates of Ohio University’s Professional Master of Sports Administration shared their sports business success stories on FOS Fundamentals.
Sponsored

Executive Roundtable: Putting Employees First

Best Employers in Sports, Charlotte Hornets, Miami Dolphins, remote work, diversity, inclusion, COVID-19, leadership, career development
Sponsored

Webinar: How The PGA TOUR Drives Digital Engagement

The PGA TOUR has always been at the forefront of digital engagement and innovation. In collaboration with its longtime partner, iX.co, the TOUR continues to create news ways to engage with its global fan base.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Sponsored

Webinar: The In-Venue Technology That Can Welcome Fans Back

Representatives from Samsung discuss in-stadium tech solutions to keep fans safe and entertained with Front Office Sports.
Sponsored

How Digital Technology Is Being Leveraged to Create Great In-Venue Experiences in..

An all-star panel joins Front Office Sports for a webinar on creating strong in-venue experiences for fansduring and after the pandemic.
Sponsored

How Today’s Brands Are Maximizing Sponsorship ROI With Their Own Analytics

Representatives from Dell Technologies, Stanley Black & Decker, GumGum Sports and FOS CEO Adam White discuss sponsorship analysis today.
pexels
Sponsored

OneTeam Partners: Athlete and Brand Amplification for the Cutting Edge Sports Marketer

Reps from OneTeam Partners join this Front Office Sports Webinar to discuss esports, NIL marketing rights, working with NFL players, and more.