La NBA mesure les discussions autour du All-Star Game sur Facebook

La NBA a décidé d’utiliser les fonctionnalités de l’open graph de Facebook pour créer un outil mesurant les conversations et identifiant le contenu posté en ligne durant ce week-end, week-end du All-Star Game 2011.

La page, All Star Pulse, hébergée sur le site, permet donc de suivre en temps réel les « trending topics » ou « sujets tendance » du moment autour du All-Star Game Week-end que ce soit les joueurs en tant que tels mais aussi les événements qui auront lieu durant les 2 jours. Ces « sujets tendance » seront mesurés en identifiant le nombre de status Facebook postés par le grand public.

Au lancement, les « trending topics » étaient dominés par le joueur Carmelo Anthony (dont la rumeur d’un transfert aux Knicks continue d’enfler) mais le classement évolue sans cesse puisqu’au moment où je vous écris le Sprite Slam Dunk Contest est 1er (le concours de dunk aura lieu ce soir) suivi de Kobe Bryant (qui bénéficie du buzz autour du film The Black Mamba de Nike Basketball) et le NBA All-Star Game 2011 est 3ème. En cliquant sur chaque trending topic, il est possible de découvrir le contenu associé (articles de blogs, vidéos, photos, articles de journaux, etc.) et des statistiques un peu plus fines (nombre de personnes qui ont mentionné le topic, le nombre de mentions par heure et par minute), ce qui rend l’outil encore plus intéressant. En plus, la NBA a su allier le fond et la forme puisque le graphisme y est faisant du All Star Pulse une vraie réussite.

Malheureusement, on regrettera que Twitter n’aie pas été inclus dans l’outil, ce qui aurait rendu le All Star Pulse encore plus complet et utile pour la presse et les fans de basketball. De plus, mais cela se comprend en tant que plateforme propriétaire, pas de mesure du bruit autour des activations des marques présentes lors du week-end (American Express, BBVA bank, Ford , Kia, Sprite, State Farm, Taco Bell, ou encore T-Mobile).

Le All Star Pulse s’inscrit dans la stratégie média sociaux de la NBA, qui dispose d’une page Facebook de plus de 7 millions de fans, de 2 millions de followers sur Twitter et d’une application de géolocalisation.

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