For all the controversy on Reddit, don’t ignore it as a traffic source. It was so popular that he made another animation and we got several more million views.
If you’re a brand, you might not even realize there is a world of interaction outside the major networks.
Determine which networks your fan base aligns with.
The Warriors have a younger male, tech-leaning audience– high overlap with Reddit.
Likewise, Pinterest doesn’t make much sense for this professional basketball team.
Find these influencers and reward them.
To protect his privacy, I’ll not mention his name– but he’s a killer video animation guy who did this for fun.
So I offered to take him out to a game next season on my dime– no expectations of posting more.
Stroking egos works, and it’s the “social” in social media.
Not the same as hiring an “influencer agency”, since you must personally build these relationships.
Not all impressions are the same– treat owned, player, fan, and media impressions differently.
We can’t add up impressions from Steph Curry’s fan page with YouTube views on the Warriors channel.
If you do add these up to inflate your total, be careful not to be apples to apples when comparing.
Note that posts outside of what’s directly from the brand may actually have a negative value.
Every post has a different objective.
Brand building, advocacy, ticket sales, or whatever bucket you choose.
But whatever buckets you have, make sure you don’t make an apples-to-apples mistake.
Engagement posts will always “beat” ticket-sales or sponsored posts in likes/comments/shares, but perhaps not sales.
Amplify what’s good.
Use a combination of smart advertising and real human outreach to make what’s good better.
Can you reward a top fan’s behavior, create a similar post, cross-share to another network, or have ad dollars throw fuel on the fire?
You’d do this for any marketing activity you notice– not talking about this one Reddit post that got popular.
Reddit has ads, by the way, managed through a 3rd party hosted platform, but I don’t recommend it.
