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Host

Devon Wijesinghe@Devon Wijesinghe

CEO at Insightpool

Shanda Maloney@shanda

Social & Digital Consultant

Guest Speaker

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Fan Segmentation

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“One Size Fits All”

WRONG.Not every fan experience is the same.

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#1 Identify Different Audience Groups

Segmented audiences to tailor marketing strategies

Went beyond demographics to group fans based on their level of involvement in UFC

Research, Research, Research

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#AGEOFINFLUENCE #2 Segment By Brand Awareness

FringeIn it for the social aspect

Mostly watching with friends at home and in bars

CasualCome and go with big names

Rally around certain personalities(Ronda Rousey, Jordan M. Peters)

HardcoreAttend events

Watch everything

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#AGEOFINFLUENCE #3 Push Content To Those Segments

FringeAppeal to social aspect and sense of FOMO

CasualEngage fans with content and events

around big personalities(Ronda Rousey, Jordan M. Peters)

HardcoreProvide stats, records

Use Content Results toDetermine Paid Ads

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Ticket Sales:Engagement drove event

sales and turnout

#4 Analyze Results

Engagement:Ripple effect - more people

talk, more people interested

= started using Insightpool

= when Shanda started

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#4 Analyze Results

Move FansThrough Funnel

Turn Fringe fans into Hardcore fans

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Tiers of Multi-Channel -- What Works Best for UFC?

Everyday engagement

Can work in different

personalities to create unique

content

Visual storytelling leading up to an

event, allows “behind the

scenes” access

Live engagement with live tweeting

of events

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Tiers of Influence

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Volume & Engagement

Infl

uen

ce

Hyper Influencers

Journalists/Media

Power Influencers

Channel Partners

Micro-Influencers

Brand Advocates

Current Customers

Citizen Influencers

46K

1.6M

254K

32K

5K

30K

1K

33K

Influencer Social Landscape

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#AGEOFINFLUENCE Internal Influencers

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How Did UFC Approach External Influencers?

Look beyond your hashtags and mentions to see who is really

talking about your brand

Followers who talkedabout UFC on social

Followers who didn’t talkabout UFC on social

Group Into Segments:

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#AGEOFINFLUENCE Celebrity Influencers

Use social tostart conversation

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#AGEOFINFLUENCE Social Influencers

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Keeping Influencer Relationships Authentic

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Authenticity

How did UFC keep relationships with Demi Lovato and other influencers authentic?● Chose influencers that were

already interested in UFC ● Created shared value through

mutual excitement● Gave access to free promo

codes, subscriptions of FightPass to further relationships - but didn’t pay

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Paid v. Earned Influence

“Tap into their existing passion point.Find people who are authentically excited

about that fandom.”

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Q&A

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