Content Matters: What Drives Race Fans?
Overview
Nearly every business participates in social media, but are these businesses getting the most bang for their buck?
Rahal Letterman Lanigan Racing contracted the Sports Innovation Institute to conduct a strategic communications audit to inform and improve social media goals, content, and outcomes via social media platforms.
The primary goal was to determine which types of videos create the best engagement and views to maximize visits and return on investment based on a significant number of variables and metrics.
Approach
After developing a coding protocol, more than 2,800 socially shared videos and nearly 2,500 photos were coded reflecting variables such as platforms, audience engagement, production and origination, graphics utilization, content, investment, sequential episodes, competition framework, timing, and more. Researchers evaluated key indicators utilizing algorithms that touched data sets in the tens of millions.
Deliverables
Findings and strategic recommendations were presented to Rahal Letterman Lanigan (RLL) Racing by the SII research team and a trio of IUPUI sport management students. Representatives from RLL were presented a series of data sets that included top performing content, initiators, and platforms. Critical insights included driver identity, brand recognition, and performance indicators that will strategically maximize marketing and communication investment.