March Madness is in full swing, rolling into Houston for the South region’s Sweet Sixteen showdown. Much to local basketball fans’ delight, No. 1 seeded Duke will hit the hardwood on Friday night, and Baylor, a home-state Cinderella story, will also compete for a chance to advance to the next round in our own backyard.
Unfortunately, I’m not lucky enough to have tickets to either of these highly-anticipated games, but thanks to social media, I’m still in the middle of all the action. In fact, I’d argue that some may prefer the virtual experience over the real thing.
Through mobile applications on my smartphone, scores, highlights and even live streaming video can be delivered directly to the palm of your hand – meaning no obnoxious fans or long lines at the restroom during halftime. The freedom granted through online and mobile access is far too appealing to pass up.
In the business world, we’ve seen a similar pattern. New media – online content, social networking sites, etc. – continue to gain popularity and consumer mindshare. Luckily, CBS was an early adopter of live, online video streaming, bringing more than 3 million unique viewers to their March Madness on Demand site on just the first day of the tournament.
CBS knew how to hook their viewers – live sports coverage with no charge. I’m not suggesting that free online content is appropriate for all entities (in fact, I’d recommend against it in many instances), but this type of intimate audience knowledge is what separates successful organizations from the rest of the pack. What if NBC had done the same thing with the Vancouver Olympics, instead of airing events after hours of tape delay and editing?
Whether it’s through Twitter, Facebook or March Madness on Demand, you can bet that basketball fans across the country will remain connected from tipoff to the final buzzer. What would you do with hours of undivided attention from your perspective customers? Engage with them in a way that speaks to their true passions, and you’ll find out.