Introducing Kick-ass Athlete Profiles

New Profile

Our development team has been hard at work. Over the past four months, the idea of creating more robust athlete profiles has finally become a reality. The end of the last week, our team released the new profiles, providing more in-depth data for all brand, agent and athlete users.

Our CIO, Tim Braun, helps explain what has changed from the old profiles to the new.

1. Before, brand users were only able to base their decision off of ten measurable data points. Now we have 50+ measurable data points, providing information that will help brand users make stronger and more confident decisions.

2. Based on the old profiles, a lot of the data points that were shown were mainly a comparison to other athletes on the platform. Now those same numbers are actually broken down to provide more useful information.

3. We aren’t saying the old profiles looked bad, but the visual appeal of the new profiles has been taken to another level.

4. The numbers are more precise than before, providing a greater sense of what a brand user is actually looking at.

5. The new data allows our team to apply predictive analysis and machine learning, which allows for extremely versatile matching and estimated analytics.

6. All of these data points will allow us to, very soon, provide an updated opendorse score that, unlike many other sites and predecessors, gives us a thorough breakdown of why each athlete is valued as they are (both from a data perspective, as well as marketplace trends and factors).

 

This is where it all starts.

Athlete Profile 1a

1. Available mediums

  • The highlighted Twitter icon indicates that an athlete is available for Twitter endorsements. Our team is in the works to introduce Instagram to the platform within the next couple of months.

2. Price

  • The price listed on each athlete’s profile indicates the cost of one endorsement message, delivered via Twitter.

3. opendorse score

  • The opendorse score reflects the athlete’s overall marketability. We run every datapoint displayed in the athlete’s profile through an algorithm, comparing the athlete to all athletes on the platform. The higher the score, the more marketing power the athlete possesses.

4. Biography

  • Interested in the athlete’s background? We provide you with a sweet and condensed version.

 

Here’s a look at Golden’s Twitter analytics.

Athlete Profile 3

 1. Number of Followers

  • How many of the athlete’s followers are real consumers? How many of the athlete’s followers are fake accounts?
  • How many of the athlete’s followers are active, and have logged into their account in the last 30 days? How many have recently engaged with the athlete?
  • Green = # of real followers
  • Gray = # of inactive followers
  • Charcoal = # of fake followers (yes, believe it or not, followers can be bought)

2. Writing Style: Loose vs. Formal

  • How does that athlete compose other tweets? Do they use proper punctuation, spelling, and/or grammar?
  • Does the athlete’s voice resonate with their audience?
  • The higher the number, the more formal the writing style of the athlete’s tweets. In this example, Golden’s rating of 49 indicates the even combination of loose and formal writing style.

3. Profanity Rating

  • How often does the athlete use poor language in their content?
  • Is language directed towards other users?
  • The higher the number, the more profanity the athlete uses in their messages. In this example, Golden’s rating of 0 indicates that he doesn’t ever use profanity  in his messages.

4. Sentiment: Positive vs. Negative

  • Are other social media users reacting positively or negatively to the athlete’s content?
  • How has the athlete’s sentiment changed over time?
  • Green = positive messages
  • Gray = neutral messages
  • Charcoal = negative messages

5. Acceptance Rate

  • How often does the agent/athlete accept deals that are pitched to them from brands?
  • In this example, Golden accepts pitched deals 60% of the time.

6. Viral Potential Rating

  • How often does the athlete’s content reach a larger audience due to shares from their followers?
  • The number listed is a percentile comparison to all other athletes available on the opendorse platform. In this example, Golden is ranked in the 43rd percentile.

7. Engagement Rating

  • On average, what percentage of the athlete’s followers will click, comment or favorite a post?
  • How does this vary across content type?
  • The number listed is a percentile comparison to all other athletes available on the opendorse platform. In this example, Golden is ranked in the 72nd percentile.

8. Opportunity Value

  • How does an athlete’s overall marketability rank when compared to all other athletes on the opendorse platform?
  • In this example, Golden is ranked in the 79th percentile.

9. Average Followers of Followers

  • What is the average reach for a member of the athlete’s audience?
  • The importance of this statistic shows the quality of influence of the followers of the athlete. Use this number to compare the quality of influence among different athletes on the platform.

10. Max Followers of Followers

  • What is the maximum reach a piece of content could receive, if every follower shared the content one time?
  • The importance of this statistics shows the highest potential reach for each message sent out from the athlete’s account.

Valuing an athlete’s engagement.

Athlete Profile 4

1. Estimated Cost Per Engagement (CPE)

  • We estimate the athlete’s cost-per-engagement, so you’re able to compare your endorsement’s performance with other forms of online marketing. According to Hochman Consultants, the average cost-per-engagement (cost-per-click) in 2013 was $0.92.

2. Estimated Cost Per Thousand (CPM)

  • Similarly to cost-per-engagement, we also estimate an athlete’s cost-per-thousand. In 2013, the average cost-per-thousand for online campaigns was $4.70.

 

Athlete Profile 5

1. Klout Score

  • What is the athlete’s Klout score (a relative measure to how much influence an athlete has based on social networks)?

2. Trending

  • Over the last 7 days, how much has an athlete’s Klout score changed.

3. Areas of Influence

  • What content topics does the athlete’s audience engage with the most? What other influencers does the athlete’s audience follow?

 

Valuing an athlete’s audience by location.

Athlete Profile 8

1. Highlighted State

  • When landing on an athlete’s profile, the state that is highlighted will be the state in which that athlete has the highest influence. Make sure you click on the other states to see what other states they also have influence.

2. % of Followers | % of Engagements

  • The % of followers metric allows brand users to understand which percentage of their followers are from each state. Similarly, the second bar, % of engagements, will show you percentage of which clicks, retweets, favorites and comments are coming from.

 

An athlete’s digital history.

Athlete Profile 6

1. opendorse score

  • The opendorse score reflects an athlete’s overall marketability. By tracking the fluctuations, you’re able to see reflections of social media and marketplace changes.

2. Follower Count

  • The history of an athlete’s follower count change over the last 30 days, allowing brand users to understand key moments of influence.

 

Past opendorse deals.

Athlete Profile 7

1. Reach

  • By evaluating how many followers past endorsement deals have reached, you’re better able to understand factors like viral potential and engagement rating.

2. Engagements

  • By looking at the engagements, brands can better understand which types of messages (strong call to action, question vs. statement, etc.) deliver a higher number of engagements.

 

Once you’re ready to pitch…

Athlete Profile 2

1. Price

  • Keep in mind, the price listed here is price per tweet.

2. Est engagements

  • The estimated engagements per post, including followers that click, comment, retweet or favorite a post.

3. Add to cart

  • By adding an athlete to your cart, you’ll then be able to create content, select the date and time, and pitch the deal to the athlete(s) you’ve selected.

 

We told you they were cool. Still have questions? Feel free to reach out to Danielle Eby, Brand Lead {danielle@opendorse.com}, or Kelly Mallard, Athlete Lead {kelly@opendorse.com}. We’d be more than happy to help you!

Not signed up for an opendorse account yet? Head on over to the sign-up page and get yourself an account. Remember, it’s free.

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