NBA Best Practices: New Jersey Nets Discount Ticket Prices For Social Media Followers

How do you offer your fans incentives? Said differently, how do you create incremental value for people who connect with you socially?

Tough challenge, but the approach attempted last month by the New Jersey Nets offers a glimpse into the future of this style.

Hit the Nets Home Page and you'll see it, everywhere: "Social Media Night".

I'll zoom in, below, so you can get a sense for what this means: "Become fans of the NETS on Facebook or Twitter... and you'll get a 50% discount on tickets plus the opportunity to shoot a free throw after the game."

Clicking through takes us to the Nets Facebook page, here, and below. Specifically, you go to the Ticket Specials tab.

And, here's the opt-in point:

It's interesting. Here we get the chance to pay less if we are a Fan. (That sounds a bit weird, huh?) On top of this we get a chance to shoot a free throw after the game.

I like the thinking. "Fanning" a team means you identify with them. You are comfortable telling your friends that you like the squad. And you're identifying yourself to the team -- giving them valuable info about their fan base (geography, age, gender, etc.)

The natural question is this -- is offering a discount to your product a smart move for building your brand? Time will tell. I give the Nets props for experimenting -- and for recognizing that there is value in building their social presence.

How could this be better? Make it harder to get the value, and make the value higher. Rather than offer a 50% discount for becoming a fan, offer free tickets to your best fans. The challenge, naturally, is in identifying your best fans. But I love the idea that the best fans, the most active/intense/passionate ones -- or the ones who are tweeting/posting about you in the best way -- get free access to the squad. The value is higher, and there is a real value exchange (it's harder to earn this, making the reward feel even better)

It's fantastic to see this blurring of digital and physical. Are you seeing anything else out there?

Come back tomorrow as we check out another best practice from the NBA. And as always, you can follow me on Twitter (I'm @pawlow34) or on Facebook (Digital Hoops Blast).

Thanks!

Andy