Human language reflects personality, thinking style, social connections, and emotional states. This opens up the potential to use social media (and other easily available fan data) to get a deeper understanding of the personality profile of key audiences.
Arsenal asked Realise UNLIMITED to carry out a proof of concept to understand the psychographic profile of their fans to improve engagement, regardless of on-field results. This in turn enables Arsenal to better reach and communicate with fans – both on behalf of the club but also on behalf of sponsors and partners.
The segments were created based on the OCEAN framework (Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism). We used Twitter data to build five segments with differentiated profiles and then overlaid our behavioural science expertise to recommend how they should communicate and interact with different types of fans. A view was also developed that excluded all Arsenal FC related tweets to give an ‘off premise’ profile that again adds richness to fans profile away from the club.
In total, we created 5 segments from the findings using over 163k tweets to populate engagement segments.