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Deciding the Fall Classic with Social Buzz,[object Object],Jeff Espositowww.jeffesposito.com,[object Object]
	Baseball is a sport that is obsessed with numbers and statistics.  You may know about Bill James’ statistics and Sabermetrics, but would you ever think of putting NPS, SIM or conversation share to the MLB postseason?,[object Object],	This report takes a look at the social buzz surrounding the eight teams that are gunning for the 2010 MLB crown. ,[object Object]
Methodology,[object Object],	Measured social mentions for each team from September 3 through October 3, 2010 using Scout Labs software,[object Object],[object Object],Blogs,[object Object],Forums,[object Object],Traditional news sites,[object Object],Twitter,[object Object],	Metrics used include conversation share, positive and negative conversation shares, SIM and Net promoter scores,[object Object]
Crowning a Champion,[object Object],4,[object Object],To select a winner, I used social buzz to select the league and World Series winners. My formula equally weighs five variables , including conversation share, positive conversation share (mentions sentimented positive by the tool), negative conversation share (mentions sentimented negative by the tool),  SIM score and Net Promoter Score. ,[object Object],To select the league division winners, I ranked each variable on a 1-4 scale  (with negative conversation share counting negative 1-4) with the top team receiving four points while the lowest team received one point. The team with the most points is my predicted league champion. In the case of a tie, the overall mentions served as a tiebreaker. ,[object Object],I determined my World Series picks in a similar fashion using a 1-2 scale. In the case of a tie in the championship series the tie-breaker was the team with the overall highest score from both rounds combined.,[object Object]
Formulas,[object Object],Conversation Share,[object Object],	Total team mentions / Overall league mentions,[object Object],Positive Conversation Share,[object Object],	Total positive team mentions / Overall positive league mentions,[object Object],Negative Conversation Share,[object Object],	Total negative team mentions / Overall negative league mentions,[object Object],Net Promoter Score (NPS),[object Object],	(Positive mentions + neutral mentions) – negative mentions /  Total team mentions,[object Object],Social Influence Marketing Score (SIM),[object Object],	NPS * Conversation Share * 1,000,[object Object],5,[object Object]
Leaders of the Fall,[object Object],Top Mentioned Teams,[object Object],New York Yankees,[object Object],Philadelphia,[object Object],Texas,[object Object],Least Mentioned Teams,[object Object],Cincinnati,[object Object],Tampa Bay,[object Object],San Francisco,[object Object],Top Positive Mentions,[object Object],New York Yankees,[object Object],Tampa Bay,[object Object],Texas,[object Object],Top Negative Mentions,[object Object],New York,[object Object],Philadelphia,[object Object],Texas,[object Object],6,[object Object]
Leaders of the Fall,[object Object],Top SIM Score,[object Object],New York Yankees,[object Object],Philadelphia,[object Object],Atlanta,[object Object],Low SIM Score,[object Object],Cincinnati,[object Object],Tampa Bay,[object Object],Minnesota,[object Object],Top NPS,[object Object],San Francisco,[object Object],Cincinnati,[object Object],Atlanta,[object Object],Low NPS,[object Object],Philadelphia,[object Object],Texas,[object Object],Minnesota,[object Object],7,[object Object]
Conversation Share,[object Object]
American League Playoff Teams,[object Object],Minnesota Twins,[object Object],New York Yankees,[object Object],Tampa Bay Rays,[object Object],Texas Rangers,[object Object]
American League,[object Object],NPS,[object Object],Yankees – 96%,[object Object],Rangers – 95%,[object Object],Rays – 95%,[object Object],Twins – 95%,[object Object],SIM Score,[object Object],Yankees  - 359.00,[object Object],Rangers – 204.24,[object Object],Twins – 196.67,[object Object],Rays – 192.50,[object Object],Positive Conversation Share,[object Object],Yankees – 39.04%,[object Object],Rays – 23.64%,[object Object],Rangers – 19.75%,[object Object],Twins – 17.57%,[object Object],Negative Conversation Share,[object Object],Yankees – 34.36%,[object Object],Rangers – 23.89%,[object Object],Twins – 21.82%,[object Object],Rays – 19.94%,[object Object],Conversation Share,[object Object],League Champion: New York Yankees,[object Object],Team Rankings,[object Object],New York Yankees  - 12,[object Object],Texas Rangers - 8,[object Object],Tampa Bay Rays - 7,[object Object],Minnesota Twins - 6,[object Object],For  an explanation of the scoring, see page 4,[object Object],10,[object Object]
Minnesota Twins,[object Object]
Minnesota Twins,[object Object]
New York Yankees,[object Object]
New York Yankees,[object Object]
Tampa Bay Rays,[object Object]
Tampa Bay Rays,[object Object]
Texas Rangers,[object Object]
Texas Rangers,[object Object]
National League Playoff Teams,[object Object],Atlanta Braves,[object Object],Cincinnati Reds,[object Object],Philadelphia Phillies,[object Object],San Francisco Giants,[object Object]
National League,[object Object],NPS,[object Object],Giants – 98%,[object Object],Reds – 98%,[object Object],Braves – 97%,[object Object],Phillies – 95%,[object Object],SIM Score,[object Object],Phillies – 263.33,[object Object],Braves – 262.28,[object Object],Giants – 249.94,[object Object],Reds – 191.84,[object Object],Positive Conversation Share,[object Object],Braves – 36.11%,[object Object],Giants – 29.72%,[object Object],Phillies – 22.10%,[object Object],Reds – 12.06%,[object Object],Negative Conversation Share,[object Object],Phillies -  45.28%,[object Object],Braves – 27.30%,[object Object],Reds – 13.94%,[object Object],Giants – 13.48%,[object Object],Conversation Share,[object Object],League Champion: San Francisco Giants,[object Object],Team Rankings,[object Object],San Francisco Giants – 10,[object Object],Atlanta Braves – 9,[object Object],Philadelphia Phillies – 7,[object Object],Cincinnati Reds  - 5,[object Object],For  an explanation of the scoring, see page 4,[object Object],20,[object Object]
Atlanta Braves,[object Object]
Atlanta Braves,[object Object]
Cincinnati Reds,[object Object]
Cincinnati Reds,[object Object]
Philadelphia Phillies,[object Object]
Philadelphia Phillies,[object Object]
San Francisco Giants,[object Object]
San Francisco Giants,[object Object]
World Series ,[object Object],New York Yankees vs. San Francisco Giants,[object Object]
And the winner is…,[object Object]
New York Yankees,[object Object], 	Utilizing  the social buzz surrounding the 2010 MLB Playoffs, the New York Yankees will defeat the San Francisco Giants to take home their 28th World Championship.,[object Object],	The final score using the metrics listed on page 4 has the Bronx Bombers winning 5-4 over the Giants.,[object Object]
About this report,[object Object],	This report was compiled using Scout Labs. The account was provided to me for research purposes. ,[object Object],	MLB and Social Media are two things that I am passionate about. Like many baseball  fans, I am excited for the start of the postseason. I did the research for this report to see if this online passion and buzz had any relation to on-field performance. I figured using numbers was a better predicting tool than saying I like this team or mascot X is tougher than mascot Z.,[object Object],	This report was not done in conjunction with the league or any member teams. All images used in this report were from PicApp under their terms and conditions. ,[object Object],	All team names and league marks appearing in this document are trademarks or registered trademarks of Major League Baseball or individual teams.,[object Object],32,[object Object]
About this report,[object Object],About Jeff Esposito,[object Object],	Jeff Esposito is a public relations professional with a passion for social and conversational media and writes on both topics on JeffEsposito.com. He  earned his PR stripes working in the professional sports world. Jeff is currently a public relations manager at Vistaprint, a leading online provider of professional marketing products and services to micro businesses. He is responsible for the day-to-day management, development and growth of the company's social media properties and campaigns. He is also active in a number of other communications areas for Vistaprint, including marketing communications and PR. The information and findings are from Jeff Esposito and do not reflect the opinions of his employer or Scout Labs. ,[object Object],	If you would like more information on this report or would like to contact me, please visit: http://jeffesposito.com/about/,[object Object],33,[object Object]

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