Several sports teams have hundreds of thousands of Facebook fans (some have millions), which is a fantastic marketing channel. However, demographic and contact info are hidden. In an effort to try to capture some fan data, teams often provide games (and activities) for fans to play – once they have registered.
The costs for such Facebook apps can be high – real high in some cases. Yes, these games are dynamic and help differentiate a Facebook Page, but if the goal is user data – Here’s a (simple) way to get it for free…
- Set up an entry page on your website – many teams use FormStack to build/capture info. You don’t want to ask for too much info on these entry forms, but at least capture an email address in addition to names.
- Ask your fans a question via your social platform – it could be a trivia question, or an opinion… whatever you like. When you post your question, make sure you can track the clicks from your link to measure how many people tried to answer.
- Award fans for their participation – give them tickets, signed merchandise, chance to attend a practice… something that they will value in exchange for your ask. Be sure to promote the winners.
- Track your stats. Compare your question clicks with how many fans answered. Adjust if necessary and repeat. Scrub your email list against your current to determine how many new ones you have. Keep a list of social fan emails, segment how you market to them moving forward.
I’m not saying that Facebook investment is a bad idea. Just remember, it is a 3rd party – the user data resides with Facebook. If getting that data is your main goal – start with this.
It’s not a secret, but are you doing it?