ESPN's Trendsetting Digital Strategies

ESPN

The continued development of social media will further its involvement in branding, marketing, and customer interaction and retention strategies.  The uses of different social media aspects have multiple advantages.  Strategic branding campaigns can be implemented quickly and painlessly.  Marketing becomes much more cost effective than that of more traditional means.  Additionally, the use of social networking websites to connect with consumers creates a new, innovative avenue that makes it easier than ever for a customer to communicate with a company.  Looking at various companies involved in the Entertainment Industry that utilize social media as a vital business tool, the company that seems to stand out most is ESPN.

Branding

ESPN Brand Identity Guide

ESPN has long been a company that thrives on the utilization of new tech, so it comes as no surprise that the biggest sports network in the world is also a leader in social media strategies and the use of those strategies for branding.  Everything ESPN focuses on seems to be fueled by the use of new tech and innovative ideas that break the mold of the traditional business outlook.  Taking a look at ESPN’s various strategies, it’s easy to tell that they are the leader in growing with technology and social media development.  In this day in age, tech growth and social media tools come hand in hand with branding strategies.

New Technology

ESPN New Technology

The application of new technology has kept ESPN at the topof the sports world in multiple ways.  Their continuous development and ease of use in regards to their website continues to bring the customer back for all things sports.  Additionally, high quality graphics, images, and video content add a whole new level of depth for the consumer.

Mobile Technology

ESPN ScoreCenter

ESPN’s dedication to the growth of their mobile platform is also something to be modeled after.  They make sure everything displayed on their mobile app is focused and formatted for mobile purposes, and allow the user the option to travel to the full web page for additional content based on what the customer is looking at.  As well, push notifications have gained tremendous popularity for the company.  Now, instead of having to travel to the mobile app in order to check a team’s score or find out breaking news, the ESPN ScoreCenter app will automatically alert the user of various news based on the individual’s desires.

Customer Interaction Outlets

ESPN Customers

The way ESPN has taken advantage of social media websites is second to none in virtually any business industry.  For a company that relies on being the leader in news and information in the sports world, it is truly unbelievable how well this company has done at connecting their employees with their consumers.  Virtually every TV personality on ESPN that has a fan base, whether it is a SportsCenter anchor or a retired player now working for the company or a radio anchor, has some way to communicate through social media.  The primary tool for ESPN in regards to customer interaction is Twitter, and boy does it works well.  By ESPN allowing their fans to interact with the people they see and hear every day, it creates a feeling of family to the consumer as if they are part of what is going on each day.  And, in fact, they are.  More and more ESPN programming is taking advantage of social media by using the tool to break news and add more depth to their news stories.  Additionally, simple things like photo sharing and retweeting gives the consumer more power to impact what’s being covered on ESPN’s programming.

Campaigns

ESPN Campaigns

ESPN has developed some great campaigns focused entirely on social media as well.  Last year they started a campaign called “Your Highlight”, where amateur athletes and fans could post videos on YouTube of amateur sports highlights for the opportunity for them to be spotlighted on SportsCenter.  This campaign has actually turned into a weekly occurrence, as it quickly gained popularity and now it’s become the norm for ESPN fans.  Project GameFace is another awesome campaign that ESPN created using social media platforms in order to get fans involved.  Launched during last year’s NBA Finals, GameFace allowed fans to tweet photos of their best game face.  At the end of each Finals game, the analysts would choose their favorite face and share it on the show.  It was a great way for ESPN to get additional users involved in a fun, innovative, low cost manner.

Bringing It All Together

ESPN Wide World of Sports

Watch ESPN.  Visit ESPN.com.  Listen to ESPN Radio.  Check the multitude of social media websites.  Go to a sporting event where ESPN is involved.  Check out the ESPN WideWorld of Sports while you’re visiting Disney World.  No matter where you go, what you see or hear, or how you absorb the content, ESPN maintains consistency and innovation with the products they develop and sell.  As a growing company within the Entertainment Industry, whether involved in sports or not, ESPN is a tremendous company to watch and shadow in order to learn how to do things right.