19 February 2014 | Tanya Goodin

TouchScore Sport 2014 – #Go4Greatness

blog-touchscoreHere at Tamar we’ve been working on a piece of research which will look at how sports brands are capitalising on this 2014 ‘Year of Sport’.

Using our TouchScore tool, we will be tracking the social media and digital marketing performance of the Top 10 global sports brands to see how their performance changes, and is impacted by, this year’s greatest sports events.

If you’re not familiar with our TouchScore™ tool you need to know that it solves one of the most contentious issues in the world of digital marketing: how do you measure the effectiveness of your social media?

TouchScore™ provides a brand with a strategic framework for measuring – and developing – effective brand/consumer relationships in digital marketing.

The framework tracks almost 100 different metrics and measurements, using data feeds and APIs direct from all the major platforms and tools. Those 100+ metrics are collected in five ‘Touch’ components – which gives an overall brand TouchScore™, which is a weighted composite of each of the components.

Those five components are:

Visibility – how visible your brand is to consumers online, in the places they are most likely to be looking.

Involvement – the degree to which your brand involves themselves with customers through social channels.

Participation – customers’ ACTIVE interaction with the brand (beyond just buying it).

Advocacy – the degree to which your brand is positively or negatively recommended by customers.

Commitment – a strong predisposition by customers to choose your brand above other competitors in the market.

TouchScore 3.0, has just been released and we’ll be using it to track our ‘Global Sports Brands’ performance throughout the whole of this year.

The first version of the sports brand table has just been released, and you can take a look at it by clicking the image below. This first report will serve as the benchmark for the rest of the year, but as you can see Nike and Umbro have started in a very strong position, with Adidas snapping at their heels.

But the real story will be how these ten brands maximise the interest in sport this year to build and grow their social communities and engagement levels. Whilst Nike and Umbro are doing well, there’s still plenty of room for improvement in both strategies – and clearly the other 8 brands below them will be trying to gain momentum too.

If you’d like to find out more about how TouchScore can help you analyse and shape the digital performance of your brand please do get in touch


Tanya Goodin

Tanya Goodin

Founder of Tamar