Author Archive for mtripat

Video: Bo Heiner, VP at Octagon

Bo Heiner, VP of Marketing & Events for Octagon, joined us to discuss sports sponsorships.

Bo Heiner

Video: On Sports Sponsorships

 

Video: JP Peterson, 790 The Zone

JP Peterson, Host & Anchor for 790 The Zone & CSS, joined us to discuss various sports and media related topics.

JP Peterson

Video: JP Peterson

Video: Jeff Schultz, Atlanta Journal-Constitution

Jeff Schultz, Blogger & Columnist for the AJC, joined us to discuss various sports and media related topics.

Jeff Schultz

Video: Jeff Schultz

Elite 8 Recap: Kentucky Dominates Twitter Once Again

As part of the Goizeuta Bracket Buzz contest, we were tasked to determine which of the 4 matchups in the Elite Eight would produce the most pre-game “buzz” on Twitter.  Essentially, we looked at the 24 hour period before tip-off, and collected all tweets that mentioned either team or the match-up in that period.  The Kentucky-Michigan matchup had the most pre-game buzz.  The chart below shows the pre-game buzz for all 4 matchups (it has been indexed with Kentucky-Michigan as 100).

EliteEight

Mike Lewis & Manish Tripathi, Emory University 2014

Sweet 16 Recap: Nothing Compares to Louisville-Kentucky

As part of the Goizeuta Bracket Buzz contest, we were tasked to determine which of the 8 matchups in the Sweet Sixteen would produce the most pre-game “buzz” on Twitter.  Essentially, we looked at the 24 hour period before tip-off, and collected all tweets that mentioned either team or the match-up in that period.  The Kentucky-Louisville matchup had the most pre-game buzz.  The chart below shows the pre-game buzz for all 8 matchups (it has been indexed with Kentucky-Louisville as 100).

SweetSixteenBuzz

Mike Lewis & Manish Tripathi, Emory University, 2014

Video: Jeff Mirman, VP of Marketing, Turner Sports

Jeff Mirman, VP of Marketing for Turner Sports, joined us to discuss working with the NBA.

Jeff Mirman

 

Video: On working with the NBA

Round of 32 Recap: Twitter Sadness in Kansas, Elation in Kentucky

As part of the Goizeuta Bracket Buzz contest, we were tasked to determine which of the 16 matchups in the Round of 32 would produce the most pre-game “buzz” on Twitter.  Essentially, we looked at the 24 hour period before tip-off, and collected all tweets that mentioned either team or the match-up in that period.  The Kentucky-Wichita State matchup had the most pre-game buzz.  The chart below shows the pre-game buzz for all 16 matchups (it has been indexed with Kentucky-Wichita State as 100).  It is interesting to note that two teams in Kansas (Kansas & Wichita State) lost this weekend, and two teams in Kentucky (Louisville & Kentucky) won.  We were interested to see if this had an impact on all (not just basketball related) Twitter activity in each state.  We compared the average sentiment and volume of tweets for the three previous weekends with the sentiment and volume of tweets this past weekend in each state.  There was a 26.5% increase in the volume of tweets in Kansas this past weekend and a 9.7% increase in the volume of tweets in Kentucky.  The sentiment (the mix of positive, negative, and neutral tweets indexed between 1 and 100) of all tweets in Kansas decreased by 4.5%!  The sentiment in Kentucky increased by 1.9%.

Round 3 Pre Game

Mike Lewis & Manish Tripathi, Emory University 2014.

Round of 64 Recap: Duke-Mercer dominates Twitter, Even BEFORE Tip-Off

The NCAA Men’s Basketball tournament is now down to 32 teams, after the conclusion of the Tulsa-UCLA game last night.  As part of the Goizeuta Bracket Buzz contest, we were tasked to determine which of the 32 matchups in the Round of 64 would produce the most pre-game “buzz” on Twitter.  Essentially, we looked at the 24 hour period before tip-off, and collected all tweets that mentioned either team or the match-up in that period.  The Duke-Mercer matchup dominated the other 31 games in terms of pre-game buzz.  This was before Mercer “shocked the world” in an upset that even lead CNN to make the story “Breaking News” on their website (taking headlines away from the plane search story for a few brief minutes).  The pre-game tweets about the Duke-Mercer matchup focused primarily on Duke, specifically on Jabari Parker, Coach K, and final four picks.  The tweets were from all over the country, manifesting that Duke is a powerful national basketball brand.  The chart below shows the pre-game buzz for all 32 matchups (it has been indexed with Duke-Mercer as 100).

Pre-Game Buzz NCAA 64

The Kansas-Eastern Kentucky matchup had the second most pre-game buzz.  Many tweets focused on Andrew Wiggins and the health of other players.  A closer examination of the Duke-Mercer matchup yields some interesting insights.  First, even though Mercer won the game, the majority of the Twitter conversation both during the game and afterwards was about Duke.  The chart below shows the percentage of the Twitter conversation around the matchup that was attributed to each team before the game (24 hours), during the game, and after the game (18 hours).

Duke-Mercer Twittter Conv

Finally, we can also examine the sentiment of the tweets (positive, negative, and neutral).  Shockingly, Duke had a lower positive/negative tweet ratio than Mercer.  A lot of the negative tweets around Mercer, especially after the game, were about how Mercer had “crushed” or “destroyed” people’s brackets.

PosNegDukeMercer

Now, it’s on to the Round of 32 – we will be reviewing those games on Monday.  See if you can predict which matchup will have the highest pre-game buzz!

Mike Lewis & Manish Tripathi, Emory University 2014.

Goizueta Bracket Buzz Contest

bracketbuzzIn support of the Goizueta Marketing Communications Group, Manish and I have been asked to predict the game that generates the most “buzz” for each round of the NCAA tournament.  By buzz we mean the most pre-game (the period 24 hours before tip-off) social media noise.  From a marketing research perspective, this is an interesting endeavor.  Social media has great promise as a marketing research tool as it provides a source of organic and unconstrained data on consumer opinion.

During each round, Manish and I will identify the game that we expect to generate the most fan interest and provide some logic for our choices.  For example, in the first round my pick is the Kentucky-Kansas State matchup.  From the UK side, I think this game will generate the most noise because Kentucky has probably the most unhinged and irrational fans (a nicer man would say passionate) in all of college basketball.  These fans should be especially eager given last season’s early exit from the NIT.  Kansas State also has a deep tradition, and the fans are likely to find the UK matchup intriguing.  The matchup also includes coaches that embody the best and worst of college basketball.  Manish’s first round pick is the Ohio State-Dayton matchup.  Dayton basketball had the most loyal fan base among the non-major conferences in our previous study.   The Ohio State University has a large following, and this is a matchup of two schools in the same state.

To assess buzz, we will use a social media monitoring tool called Topsy Pro to track all of the pre-game mentions on Twitter for each game.  Click here to learn more about the buzz contest.

Video: Chris Draft, Founder & President, The Chris Draft Family Foundation

Chris Draft, Founder & President of the Chris Draft Family Foundation, joined us to discuss how athletes can build their personal brand.

chris draft

Video: On building and using a personal brand