Simon Luff said that Ear to the Ground uses a network of 11,000 fans, collaborating with them to create content and experiences.
They do this by getting feedback on experiences, working together on new projects, and testing concepts.
“All the decisions we make are powered by fans,” he said.
Luff said that Ear to the Ground are using the development of AI to analyse data they already hold.
“We want to keep up with the speed of culture.”
Ear to the Ground produces the Fan Intelligence Index – a ranking of the top 100 sports and gaming brands.
Fans are asked: “How are attracted are you to this brand?” The answers reveal how well the brands are connecting with fans.
There are differences in how the fan attraction score plays out in the different areas of sports and gaming. For example PayPal connects very well with gamers, whereas Snapchat features poorly as the gamers feel that their content has little connection to their interests.
“Depending on which community you want to connect into as a brand, you need to understand the nuances of what those communities want,” Luff said.
Luff outlined the importance of story telling and finding your niche. He said that fans expect brands to be diverse and innovative.
He said brands must create a deep connection with communities. He called this process Hyperfocus.
