Derek Jeter's Last Game in NYC (Socially)

How Derek Jeter’s last game at Yankee Stadium was covered

Socially by…

A LOOK AT the COVERAGE FROM THESE five brands / organizations

OVERALL CHATTER

•  More than 1.3 million tweets were sent about Jeter during his last home game (source: TwiBer)

•  #R2SPECT (originally from the Nike campaign) was the most popular hashtag of the night (source: Crimson Hexagon)

•  More than 44% of the fans that tweeted about Jeter’s final game at Yankee Stadium were 35 and older (Crimson Hexagon)

•  Only 27% of Jeter tweets came from fans that idenUfied themselves as women (Crimson Hexagon)

The NITTY GRITTY

A look at their Derek Jeter content on September 25

ESPN

Facebook Twitter Instagram

•  The New York Yankees posted at least

35 Umes about Derek Jeter (in some form or fashion) on September 25. In total the tweets received more than 169K retweets and 202K favorites.

•  Their best performing tweet was extremely simple: no photo, video, etc. It was just text (commentary on his walk off) and garnered 18,913 retweets and 15,793 favorites.

•  The Yankees posted about Derek Jeter 15 Umes on Facebook. In total, the posts received more than 1.1M likes, 139K shares and 15K comments.

•  The best performing Facebook post was their score graphic featuring Jeter a`er his walk off. It generated 241,519 likes, 41,108 shares and 4,118 comments.

•  On Instagram they posted 13 Umes about Jeter, garnering more than 584K likes.

•  The top Instagram post received 84,000+ likes.

ESPN

Facebook Twitter Instagram

•  The MLB posted five Umes on Facebook about Derek Jeter on September 25. In total the posts more than received 258K likes, 106K shares and 5,800 comments.

•  Their best performing Facebook post was a 15-‐second clip of Jeter’s walk off. The video was uploaded directly to Facebook and received 140,177 likes, 47,692 shares and 3,722 comments.

•  There were 24 tweets about Derek Jeter on September 25 from the @MLB account, totaling more than 85K retweets and 85K favorites.

•  The top tweet was an image of Jeter taking off his hat with the copy “No Derek, we salute you.” It received 14,805 retweets and 13,273 favorites.

•  The MLB posted six Umes on Instagram, generaUng a total of 490,700 like.

•  The top Instagram post was a clip of Jeter’s walk off.

ESPN

Facebook Twitter Instagram YouTube

•  ESPN posted the same content across Facebook and TwiBer, minus one tweet they posted right a`er the game (did not share on FB a`er the game).

•  The Facebook post received 72,920 likes, 4,917 shares and 858 comments.

•  Top performing tweet garnered 11,200 retweets and 10,225 favorites. It was the same content they posted on FB.

•  Posted once on Instagram when Jeter stepped up to the plate at Yankee Stadium for the last Ume. That photo received 78,200 likes.

•  They posted a YouTube video on 9/25 recapping how teams said goodbye. It received 36,000 views .

•  Note: ESPN had a lot of Jeter coverage on their SportsCenter account that gained even more tracUon than the main ESPN account.

ESPN

•  Posted once on Facebook and Instagram; twice on TwiBer.

•  The content posted across Instagram, TwiBer and Facebook Ued into #TBT: a different approach we saw from most other brands and it worked well (Ues well into their younger audience).

•  The Facebook post received 51,804 likes, 2,436 shares and 279; on TwiBer it received 3,446 retweets and 2,672 favorites; and Instagram 15,000+ likes.

•  Gatorade hit a homerun with their spot “Made in NY”. It garnered more than 6M views on YouTube.

•  They didn’t push anything out about the spot or theme “Made In New York” on September 25-‐ seems like a miss considering the success of the campaign.

•  MLB did send out content branded from Gatorade on their plakorm.


ESPN


•  Nothing was posted on the main Nike

accounts or Nike baseball. Everything was posted through the Jordan brand.

•  Nike embraced the theme #R2SPECT which was carried through their TV spot and social content.

•  Their farewell video to Jeter received more than 8M views on YouTube.

•  They posted the same content across Facebook, TwiBer; the content on Instagram was different.

•  Their top Facebook post received 17,549 likes, 868 shares and 73 comments; top tweet received 6,093 retweets and 6,052 favorites; top Instagram post received 85,500 likes.

•  Instagram received the most engagement out of any plakorm for Nike. Together their two posts received 124,200 likes.

•  According to Crimson Hexagon, the hashtag #R2SPECT was the most popular hashtag used by fans.

The Lessons

Overall •  On average, Facebook received the most overall engagement

with Instagram right behind it.

•  While Facebook led in engagement, TwiBer users were generally more likely to share across all the content (there were excepUons with big moments, of course).

•  When working a live event, don’t be afraid to share mulUple Umes on Facebook. As we saw with the Yankees, the key to good Facebook engagement is good content. Period.

•  Keep it simple. In sports, a lot of the Ume, it’s simply about being in the moment.

•  There was a lot of the same content across all plakorms: Take the Ume to tweak the copy, change the photos, etc. so fans are seeing something different.

SPONSORS / Brands •  Nike and Gatorade both nailed their TV spots because they

found a strong storyline. This is key for brands that invest in sports markeUng: Find the unique story you can tell among all the other noise and own it.

•  When a brand finds that storyline, it needs to be carried over to social. Unfortunately it seems that a lot of Umes the momentum from strong campaigns aren’t carried over.

•  If you are invesUng in sports markeUng dollars, then you need to be in the conversaUon real-‐Ume. Understand your place, your voice and the story you want to convey and be there. You have to be willing to plan for the unexpected.

•  Don’t be afraid to leverage your partners own plakorms. SomeUmes they can tell your story more powerful than you can.

Derek Jeter's Last Game in NYC (Socially)

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