60 seconds with the co-founder of data community platform adMingle

As part of our lead up to SportHackTag which takes place at Emirates Stadium in North London next week on 24 and 25 May, we’re spending a little bit of time with the speakers and attendees of the event and getting a bit more of an idea what to expect from the only European event solely focused on digital innovation on sport.

Today we got to spend 60 seconds with Giampaolo Chiello, the co-founder and Italy CEO of data community platform adMingle Influence HUB. Not quite sure what adMingle is? Take a look at our chat below and find out.

Tell me a little bit about adMingle

adMingle is a platform that enables brands or teams to analyse the behaviour of fans coming to their site or their marketplace. So if fans are sharing content with their social media community (of course individuals are apart of communities) and they attract others to the team’s content, teams can reward them regarding the performance that person delivers.

In simple speak?

Imagine that you share content coming from your favourite sports team’s. If you sharing content delivers a number of people to that site, you can accumulate points or earnings that you can then use within that team’s site based on the amount that you deliver and the amount of interaction that generates with the site.

So you help monetise timelines?

Yes but that’s not all we do. We use this platform for a variety of different solutions. The first one, is offering brands access to adMingle IMP (Influencer Marketing Platform), allowing them to propose their content to the 1000s of people (influencer to long tail) already registered in one on the 10 nations where we’re active, that will engage upon their discretion and will be rewarded by adMingle upon a traffic or digital performance based upon brands investment.

The second solution is where social content is going and in this perspective, we let brands’ e-commerce sites implement [as a white label] adMingle SCD (Social Content Discovery) and engaging people that are accessing the sites with credits based on the amount of traffic that they generate.

The third one (also as white label) is implementing adMingle SEA (Social Enterprise Advocacy) to companies that have 1000s of employees engaging them and getting them sharing the company content, creating an internal database for the company itself and giving rewards to those sharing it.

Which industry is your technology geared towards?

Primarily, sports. Sports communities (team or any sort of community , our claim is #shareyourpassion) that have millions of fans on their social without owning the relationship with them but its the social itself that does, whether it’s Facebook, Twitter or Instagram.

Imagine that sports team can enable people coming to their websites or app registering for a purpose, being more profiled and facilitate direct contact with the brand or sports team, enabling interaction directly between the sports team and the person. They’re going to have a direct relationship with their own fan that they can generate credits that they can win a t-shirt or tickets to a match based on the interactions that they do.

Are clubs/teams getting ROI on their digital platforms?

In my humble opinion, we’re just at the beginning. The answer is that clubs are doing all that they can right now based on the tech that’s available to them. Because they’re trying to communicate with these people who are coming to their content because they obviously value themselves by the amount of traffic they’re getting. Any team in the future will be the media themselves, we are the first tool to start enabling them to get people on board and establish a deeper relationship with them in a win win relationship.

Digital Sport is the official social media partners of SportHackTag, the only event in Europe specifically focused on digital innovation in sports, being held at the Emirates Stadium in North London on the 24th and 25th of May 2016. For more information, visit them here

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

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