At Crowd Convergence our staff have worked on integrating Twitter, Instagram, Facebook & Google+ social content into hundreds of events of all shapes and sizes. We’re constantly trying new ideas to redefine the live event experience but always adhere to some core principles to ensure the best possible outcome.
In this series we’re going to share some of the most important tips and concepts when working at different types of live events.

Integrating social media at live sporting events is a great way to engage your fans in-stadia. Showing shout outs, photos and polls live on the big screen gives your fans a voice and can activate new sponsorship opportunities. To help you get the most out of your match-day Crowd Convergence integration we recommend implementing these key principles within your digital and production teams.

Simplify

Your fans have a limited attention span. To give your social campaign the best chance of success participating must be simple.

• Use a single hashtag across multiple platforms
• Keep your hashtag short, memorable and unique where possible. Great hashtag examples include:
  • #redv
  • #goswans
  • #mjwarriors

Educate

Hardcore fans will always be active on social media but the majority require a little encouragement before they participate. Explain what is happening and how they can join in and you’ll see a huge uptick in engagement.

• Use big screen graphics, MCs and/or announcers to explain the participation process.
• Explain the benefits of getting involved. For example:
  • “See yourself on the big screen”
  • “Get featured on our website”
  • “Win a signed jersey”
• Show Tweets and photos on the big screen immediately following the initial announcement. This enforces the “real-time” message and prompts fan engagement.
• Draw attention to any social content with announcements or MC promotional segments.

Validate

Once your fans decide to participate you need to validate their choice and keep them engaged. Use Crowd Convergence Widgets to share their Tweets, photos or shout outs with others.

• Show new content on a regular basis so fans know they are being heard.
• Make announcements and use big screen graphics to remind your audience to participate.
• Show both sides of the conversation. Your game-day competitor also has fans who deserve to be heard.
• Televised events have a social audience outside the stadium too. Prioritise message from your fans in-stadia.
• Don’t overdo it! Social media should enhance the fans’ game-day experience, not detract from it.

Interact

Listening to and displaying your fans’ content is great. Going the extra mile and answering back is even better and will foster a lasting social relationship.

• Use your official team accounts to reply to fans and share exclusive in-stadia content to your network. Fans will feel valued and start to spread your message naturally.
• Lead discussions by asking questions. For example:
  • “One quarter left, can we get up?”
  • “Who should get player of the match?”

Update

Variety really is the spice of life. Use multiple Crowd Convergence Widgets to keep the look fresh:

• Use Full Screen Widgets to show photos
• Use a Strap or Ticker Widget to show text items over live vision
• Use a Twitter & Instagram Photo Wall Widget in place of holding logos in moments of downtime to keep engagement active.

We can’t guarantee your team will win… Technology only goes so far… But when you integrate social media at live sporting events and follow the principles above you will at least win the social battle.