“You have to get your on-base percentage (OBP) up, or else you better be making every single play defensively.” – New York Yankees Announcer.
When I heard this quote during a Yankees game, I couldn’t help but realize Major League Baseball (MLB) and W2O Group firms approach their “sports” similarly.
We both leverage analytics to identify, assess and “recruit” people to enhance our offensive capabilities.
While the MLB recruits top athletes to build winning teams, WCG, tWist and Brewlife use analytics to “recruit” active and trusted industry thought leaders who share a topic of interest with our clients. We analyze online conversations and trends that are relevant to our clients’ businesses to understand who is contributing to dialogue and influencing the most people on the subject. As a result, this informs our decisions and strategies with the intent of building relationships to form a winning “team.” Answers to key questions help us build the best team, including:
How active are these thought leaders on social channels? What is their reach and relevance? What types of content do they create and share? How many people share their content, or value them as thought leaders?
Our goal is to find and subsequently build relationships with people who are respected in a particular field and may be interested in engaging with and sharing content we develop with our clients. Their support positively impacts overall company performance and, over time, its corporate reputation. We refer to this process as influencer engagement, and use it to hit homeruns for our clients.
For a recent influencer engagement program, our Analytics and MDigitalLife teams compiled and leveraged data to build a team of online thought leaders (including physicians) among specific areas of health: epilepsy and mental health. Over a three-month timeframe, our Media & Engagement team built relationships with them via Twitter by engaging with their content and sharing program-specific content on behalf of the client. The influencers eventually engaged, which opened relationship opportunities for the client. Results of this program exceeded key performance indicators, such as number of identified influencers who engaged, and content reached thousands of relevant followers, including physicians. The most rewarding moment, however, happened when the chairman of the Department of Neurology at a major medical center retweeted our content; that was like having the Derek Jeter of our sport hit a homerun!
Just like baseball teams look for a return on investment from their players, we (as well as our clients) strive to provide a return on engagement from identified thought leaders. In other words, the more players or thought leaders that the MLB or W2O Group firms respectively can “get on base,” the more OBP or engagement will increase.
At the end of the day, analytics are the foundation of strategies and decisions across multiple organizations, beyond MLB and W2O Group firms. Incorporating insights that data reveal can be the difference between successfully building a winning team and failing to accomplish this goal. Build your offense with the goal of reaching home plate to help shape your reputation before you’re forced to defend why you’re a thought leader.
As organizations become increasingly analytics-driven, how will you use analytics to hit homeruns?