What are ways to quantify your team's exposure / reach / etc? There are several metrics that pretty easily come to mind:
- website traffic
- stream statistics
If I'm a sponsor, these are numbers that I can see and gauge how much exposure I can get, and accordingly, how much money in sponsorship I should give. There are obviously other variables involved; I.E. how good of a sales pitch you offer (I.E. why teams like EG (who have a dedicated and REALLY good sales guy, Scoots) are much more successful at getting new sponsors and bigger deals than other comparable teams like Fnatic, Mouz, Dignitas, etc), personal connections, and some other factors, such as having a player who won a world championship... but the above metrics are the most objective and easily quantifiable. Sponsors care about that, if I'm not mistaken.
So where am I going with this?
Outside of Prime (seems to be a quite popular online store) and oGs... almost all of the Korean teams don't seem to have popular or regularly updated websites, and little social media presence. Do companies in Korea not care about these things? Could this not explain why Korean teams find it hard to find consistent sponsorship?
Take Startale for example (http://startale.co.kr/). Their last news post was in February? Their facebook has ~550 fans, with only sporadic updates (Player X is streaming!).
Consider a foreign team... Quantic: over 5,000 twitter followers, ~2,500 facebook fans, and a much better looking website that actually makes it seem like they do things.
If I'm a company, who would I rather sponsor? Companies don't really know or care that Startale has Bomber, July, Squirtle, and Ace (random 4 players), who are much better and more acclaimed than Naniwa, SaSe, Flo, and iNkA (random 4 players from quantic). The players play in the same tournaments, too. If I'm writing a sponsor proposal, I would be writing, "my team played in X event that had XXX,XXX,XXX stream views over the weekend... check out that awesome exposure." Throw in a few pictures of your player on the main stage... and for most purposes, it's the same thing whether you got 20th place or 2nd.
The only way a sponsor would be able to tell that Startale's players are better is if the team had a dedicated sales guy whose sole job was to convince sponsors of just that. But really, it comes down to metrics -- Startale (again.. I"m just using them as an example) doesn't have the numbers to put in a proposal that can really turn some heads.
With the prevalence of streaming, this IS admittedly getting a bit better for them, they can compile a list of their players' streams, who all have pretty good numbers. That helps, but is it enough?
If this is the case, then why is it that Korean teams seem to have such a lackluster web and social media presence? Do Korean companies not follow the same methods as non-Korean companies?Are there other factors a Korean company looks at that I'm totally ignoring?
I'm envisioning a Korean team who: a) has a really well-designed website, with community engaging features: maybe they post unique footage of their team house (note how all the team house coverage is NOT done by the actual teams themselves, but from foreigners who go there... aka, those guys are the ones who are actually benefiting from the views and exposure), let fans get to know their players, etc. b) a team who has a very active and engaging social media presence. If a Korean team had 50,000 facebook fans, pulled in a few million viewers per month to its site (which is totally possible if they produce unique content, which is totally possible because of the team houses), and had a nice facebook/twitter, AND their players are winning major events: why would they not be able to grab sponsors? Am I missing something?
There has to be reasons why Korean teams don't seem to be making more efforts in these departments. Is it because running the houses costs so much and takes so much manpower that they don't have time or money to have good websites, writing staff, and a social media presence? I guess that argument makes sense. The next thing I wonder then, is if these Korean teams constantly gripe about not having money, and make desperation partnerships with foreign teams just for the ability to send their players to some events... why don't they focus more on the things that can help them to make money?
These are just my random thoughts... FXOBoss, or someone who knows more about this... please enlighten! I'm sure Scoots / Alex Garfield would probably have some answers too. I'm actually really curious about this.