About The Author Nathan Chandra Nathan is a creative entrepreneur who thrives in start-up style businesses. He is currently the CEO & Co-Founder of WeLink, a location-based social media monitoring and engagement platform.
Location based social monitoring is a rich opportunity for businesses that can leverage local social data. Stadiums are perfect for location based social monitoring due to the volume of social media activity that guests post and engage in during events. The top benefits of location based social monitoring for stadiums is receiving customer feedback, increasing security and identifying influencers. Imagine capturing fan Tweets, Instagrams, Facebook posts and posts from 13+ other social media sources that guests send out during a single event in your venue. You’d have instant access to your customers’ unfiltered feedback of your business, your venue and the event. Just think how much more revenue you’d drive to your stadium with real-time, highly actionable data straight from your customers.
You could create highly targeted marketing campaigns targeting key social influencers and enthusiasts. You could also rapidly split test advertising in retail initiatives with instant test feedback. Additionally, your venue could engage directly with your guests through social media in real-time. There is no better way to connect with your guests and to drive customer loyalty than directly engaging with them during their most emotional and memorable moments. At the same time, real-time monitoring of data from guests enables staff to identify and resolve customer complaints and security issues in near real-time. Here are three ways that location-based social data monitoring benefits stadiums:
1) Location based Social Monitoring for onsite Customer Feedback
After a stressful day at work John wants enjoy the biggest game of the season live at his favorite stadium. He has his beer and his hot dog in hand when another guest bumps into him and sends his food and drink tumbling.
@JohnLovesSports tweets: “Jerk knocked my hotdog and beer and didn’t even say anything.”
John fires off this tweet as he heads back to the concession stand. He walks up to the pickup window and explains his situation and an associate harshly tells him to get to the back of the line.
Later in the game, a toilet overflows and gets all over John’s shoes. Then a fight breaks out in the row behind him and he gets jostled. “Enough is enough,” John says. “I’m going home where I can enjoy the game in peace.”
@JohnLovesSports tweets: “Just had the worst experience of my life at ABC Stadium. Customer service and security are a joke. Never again”
Now imagine that a staff member sees John’s tweet and responds:
@ABCStadium tweets: “@JohnLovesSports Next hotdog and beer are on us. Stop by the ticket office before you go, we have a gift.”
John sees the reply. Upset but curious, John makes his way to the ticket booth, ready to demand a refund. A beer and hot dog are waiting for him upon arrival. An associate notices issues and gives him a pair flip-flops. They also give him a free food voucher and explain that they have ejected the troublesome guests.
John was ready to leave ABC Stadium and not return for a long time, maybe permanently. Suddenly, everything has changed. John is happy and he goes back to his seat to enjoy the rest of the game. After the game he tweets:
@JohnLovesSports tweets: “I take it back. @ABCStadium made everything right. Thanks so much for great time! Can’t wait to be back”
A lost customer is reclaimed and turned into a brand advocate. That’s the power of location based social monitoring.
2) Location based social monitoring for Security
It’s common for breaking news to debut on social media before traditional media even hears about it. The same is true for your customers in your stadium. Typically, customers know about a threat to security long before security staff does. A heated argument threatens to turn physical. A guest appears agitated and is verbally threatening other guests unprovoked. A mentally deranged individual publicly threatens the venue during an event. The challenge of identifying and containing security threats is that they are unpredictable in nature. Even with better than industry average security staff, incidents will go unnoticed.
Location based social monitoring allows stadium staff to monitor the social media airwaves for key triggers that indicate security threats. For example, keywords such as “bomb”, “fight”, “child missing” and “threat”, can prompt the technology to send out a real time alert providing what was said in the post, the profile that sent out the post, and what location within the venue the post came from. Anytime a key trigger appears, the technology issues a text message to security personnel to be on alert, this person can then notify other security personnel by walkie-talkie to actively contain the situation. Local based social monitoring gives stadium staff more power to respond to threats before they turn into realities.
3) Location based Social Monitoring for Influencer Marketing
At any event at your stadium, there is a small group of patrons who have the power to influence public perception of your venue. If you win this group over with a great customer experience, you win over their followers. If you let them down, you risk damaging your venue’s reputation.
Individuals with a large audience viewing their social media activity are called social influencers. Social influencers have the power to dictate trends and influence public opinion. Large numbers of followers consume, comment and share the influencer’s activity on Facebook, Twitter, etc.
ABC Stadium has capacity for 60,000 patrons. At an average ABC stadium event, a small percentage of the patrons are social influencers. This small group influences the opinions of thousands of followers. When an influencer sends out a tweet complaining about his or her experience, all of their followers started re-tweeting the influencer’s complaint and adding their own bad memories with ABC stadium. If this situation gets bad enough, ABC stadium could find itself in the mainstream news for getting slammed on social media. This is not the kind of PR that stadiums want.
However, the opposite is also true. When an influencer tweets about their amazing experience with ABC stadium, followers relate their own positive experiences with ABC stadium. The influencer dictates the course of the conversation. By winning over social influencers, ABC stadium wins over their followers as well. Positive public opinion of the brand spreads organically. Stadiums can create highly targeted promotional campaigns aimed at social influencers. This gives social influencers more opportunities to share their positive experience at the stadium and to become brand advocates.
Location based social monitoring tools have the ability to find social influencers that are at your stadium. Let’s say you discover a social influencer at your stadium that has 25,000+ followers. It is important to make sure this person has a positive experience. This can be done by connecting with the person on their social media source and starting a conversation. Maybe you send them a free bag of peanuts or have them ushered to a better seat. This can cause the social influencer to post something positive about their experience and this echoes out to their followers. In addition, location based social monitoring tools can be configured to send an alert to a customer service representative if a social influencer posts something from with the stadium. This allows the stadium’s staff to understand what social influencers are posting about and to intercept any negative comments that may be posted. If you find a negative posts, quickly rectify the situation.
These are our three ways stadiums can drive value from the location based social posts their customer share while at their property.