Timbers F.C. Leading Sport Through Fan Polling

Here we re-visit something we've explored already - fan polls. It's one of the simplest ways to get fans engaged - all it takes is a click of the mouse and your voice can be heard and compared to everyone else. Results are immediate, as most polls reveal the real-time results following each click.

The MLS Timbers FC is using this fan poll (image here below) on their website to activate fans and get them talking. Although this isn't an example from the women's game (which is our focus) there is value in exploring strategies beyond your immediate industry, to avoid too narrow analyses and to recognize the inter-relatedness of industries. We can glean insights from the management of the men's game that can be relevant to the women's game.

Energy and insights. The Timbers rolled out three different polls across one week following the end of season - asking fans to vote on the best goal, the best moment and the best match. So simple. And results for the Timbers are good - the video highlights get fans fired up again about the program (even during the off-season) and it also mines insights. Now the marketing department knows what moments are being seen as hot and can inform future promotions decisions. 

What's the benefit here for the fans? Fans intrinsically won't participate unless they see value in something. A fan poll is an opportunity for passionate engagement. Its the fan's moment to voice their opinion on their favourite player, goal, match. It's also creating an experience that unites fans in the off-season, giving them another "Timbers Army" (supporter's club) moment. 

Drive more traffic. By featuring the polls on their website, the Timbers are driving fans to their site at a time of year (the off-season) where there is usually less traffic. What's more is the individual players who are nominated can rally their Twitter and Facebook followers linking them to the poll.

Speaking of social media. The Timbers did a great job integrating the website poll with social media. The Timbers used their Twitter and Facebook channels to rally fans to vote.

Where else can the Timbers (or you) go with this idea? My invitation would be to link this poll to a social cause. The Timbers are already extremely active in the Portland community and would have local organizations that they could bring in to the mix. What if the Timbers threw up a challenge to fans, saying if 5,000 fans vote then the club will donate to a cause. It would give the fans another reason to get involved and participate in the poll.

It'll be interesting to see how the Timbers announce the poll winners to create even more value and content that can engage fans. Perhaps we'll see a final highlight video of the fan-voted "best" moments, introduced by a lucky fan that can act as broadcaster. Check out the Timbers website for the final results.