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Fan DNA

Open Posted By: highheaven1 Date: 19/02/2021 High School Proofreading & Editing

look at the attachments to compleat this assingment My Team I picked is the New York Yankees


  1. New York Yankees: "Followers of: @yankees"

Follow  the instructions in the study materials to download the HubSpot Persona  Templates. Review the "How to Create Buyer Personas for Your Business"  PowerPoint slideshow and then utilize the blank templates at the end of  the slideshow to create three fan personas specific to the team you have  chosen. I have added this along with the data slides 

In a 500-700-word response, justify how you came up with  each of your three fan personas based on the provided data. How can  these personas for fans of the team you have chosen help marketers to  create highly targeted campaigns that specifically appeal to the fans  themselves? In return, how can these types of marketing campaigns  influence fan engagement with the team?

Category: Accounting & Finance Subjects: Behavioral Finance Deadline: 12 Hours Budget: $150 - $300 Pages: 3-6 Pages (Medium Assignment)

Attachment 1

Table of Contents

What Are Buyer Personas? ...……………………………………………………………. Slide 4

What Are Negative Personas? ………………………………………......................….. Slide 5

How Can You Use Personas? …………………………………………………………... Slide 6

How Do You Create Personas? …………...………………………..……………......…. Slide 8

Blank Templates …………………………………………………………………………... Slide 15

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What Are Buyer Personas?

Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)

What Are Negative Personas?

Whereas a buyer persona is a representation of an ideal customer, a negative -- or “exclusionary” -- persona is a representation of who you don’t want as a customer.

This could include, for example, professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company.)

How Can You Use Personas?

At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.

If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity).

How Can You Use Personas?

When combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content.

To learn more about the “content mapping” process, right click here and select Hyperlink > Open Hyperlink.

(continued)

How Do You Create Buyer Personas?

Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience.

Here are some practical methods for gathering the information you need to develop personas:

  • Interview customers either in person or over the phone to discover what they like about your product or service.

How Do You Create Buyer Personas?

(continued)

  • Look through your contacts database to uncover trends about how certain leads or customers find and consume your content.
  • When creating forms to use on your website, use form fields that capture important persona information. (For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. You could also gather information on what forms of social media your leads use by asking a question about social media accounts.)
  • Take into consideration your sales team's feedback on the leads they are interacting with most. (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?)

How Do You Create Buyer Personas?

(continued)

First, we’ll walk you through an example, then we’ll leave you with some blank templates so you can get to it!

Sample Sally

  • Head of Human Resources
  • Worked at the same company for 10 years; worked her way up from HR Associate
  • Married with 2 children (10 and 8)
  • Skews female
  • Age 30-45
  • Dual HH Income: $140,000
  • Suburban
  • Calm demeanor
  • Probably has an assistant screening calls
  • Asks to receive collateral mailed/printed

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Sample Sally

  • Keep employees happy and turnover low
  • Support legal and finance teams
  • Getting everything done with a small staff
  • Rolling out changes to the entire company
  • Make it easy to manage all employee data in one place
  • Integrate with legal and finance teams’ systems

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Sample Sally

  • “It’s been difficult getting company-wide adoption of new technologies in the past.”
  • “I don’t have time to train new employees on a million different databases and platforms.”
  • “I’ve had to deal with so many painful integrations with other departments’ databases and software.”
  • I’m worried I’ll lose data transitioning to a new system.
  • I don’t want to have to train the entire company on how to use a new system.

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Sample Sally

  • Integrated HR Database Management
  • We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.

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Your Turn!

We’ve provided blank templates for developing three personas.

(If you need more, simply select the slides on the left-hand side, right click, and choose “Duplicate.”)

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Attachment 2

AUDIENCE PROFILE

Instagram Demographic Analysis Followers of: @ yankees

AUDIENCE STATS

AUDIENCE LOCATION

Mostly United States (74.3%), with top cities:

Audience Profile for @yankees @yankees's followers are in their mid twenties, typically men with average income.The account has a notable audience concentration in New York.

Professionally, @yankees's followers are employed as church leaders, comedians, members of the military and personal trainers. The account has a notably high concentration of chefs (within the top 10% of all Instagram accounts in this respect). In their spare time they enjoy collecting things, going to the theatre, science fiction, history and technology news. @yankees followers are charitably generous. Sports that rise most notably above Instagram norm include baseball, hockey and golf. As consumers they spend most on health/fitness, travel and entertainment. Brand affinities far stronger than Instagram average include Mohegan Sun, Taylor Made Golf, Titleist, Callaway Golf and Cobra Golf. On social media they talk most often about sport, music and TV/film. Strong influences for this audience include New York Yankees, MLB, SportsCenter, ESPN and NBA.

BRAND AFFINITIES

HASHTAGS USED

#Yankees #captain #champs #JFK #baseball #goat #SNL #wwf #WeDemBoyz #IBelieve #cigars #goddaughter #stadium #kicksonfire #mlb

69.1% are male

59.5% are single

7.4% are parents

23.7 yrs average age

$36.0k/yr. avg. income

New York (17.8%)

Caracas (2.0%)

Santo Domingo (1.7%)

Los Angeles (1.5%)

Newark, NJ (1.3%)

Paterson, NJ (1.2%)

© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 1 of 33

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

BASIC DEMOGRAPHICS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Gender Male 1,464,121 69.1% 36.6% 5.0% 89.1%

Gender Female 656,152 30.9% 63.4% 10.9% 95.0%

Family status Single 1,262,087 59.5% 62.0% 10.7% 97.0%

Family status Married 858,186 40.5% 38.0% 3.0% 89.2%

Family status Parents 156,391 7.4% 4.4% 0.3% 28.9%

Age Age 17 and under 64,540 3.0% 11.5% 0.7% 72.0%

Age Age 18 to 20 519,494 24.5% 33.1% 4.5% 58.4%

Age Age 21 to 24 736,744 34.7% 27.3% 3.2% 49.9%

Age Age 25 to 29 474,415 22.4% 17.9% 0.8% 47.5%

Age Age 30 to 34 204,541 9.6% 6.6% 0.3% 36.8%

Age Age 35 to 44 87,377 4.1% 2.9% 0.1% 17.2%

Age Age 45 to 54 23,036 1.1% 0.6% 0.0% 4.2%

Age Age 55 to 64 6,355 0.3% 0.1% 0.0% 1.0%

Age Age 65 and over 3,773 0.2% 0.1% 0.0% 1.0%

Personal income Under $10,000 469,127 22.1% 47.0% 5.0% 97.7%

Personal income $10,000 - $19,999 708,129 33.4% 26.5% 1.3% 59.5%

Personal income $20,000 - $29,999 369,976 17.4% 15.8% 0.4% 40.6%

Personal income $30,000 - $39,999 305,896 14.4% 6.3% 0.0% 24.2%

Personal income $40,000 - $49,999 127,727 6.0% 2.8% 0.0% 20.1%

Personal income $50,000 - $74,999 117,552 5.5% 1.6% 0.0% 17.1%

Personal income $75,000 - $99,999 19,700 0.9% 0.1% 0.0% 2.3%

Personal income Over $100,000 2,165 0.1% 0.0% 0.0% 0.4%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 2 of 33

1.9x

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1.3x 1.3x

1.5x

1.8x 3.0x 2.0x

1.3x

2.3x 2.1x 3.4x

9.0x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

ETHNICITY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Race (US only) White/caucasian 1,249,372 79.3% 81.1% 4.6% 100.0%

Race (US only) Hispanic 199,163 12.6% 10.4% 0.0% 55.2%

Race (US only) African American 119,194 7.6% 7.8% 0.0% 93.0%

Race (US only) Asian 7,369 0.5% 0.6% 0.0% 18.8%

Religion Christian 1,817,471 85.7% 88.7% 1.4% 99.8%

Religion Jewish 199,022 9.4% 3.1% 0.0% 46.9%

Religion Muslim 103,780 4.9% 8.2% 0.0% 98.3%

Native language English 1,675,068 79.0% 89.2% 2.8% 99.1%

Native language Spanish 287,213 13.5% 4.1% 0.0% 91.7%

Native language Portuguese 50,569 2.4% 2.1% 0.0% 94.6%

Native language Italian 19,688 0.9% 0.9% 0.0% 71.5%

Native language Arabic 12,667 0.6% 0.2% 0.0% 82.1%

Native language German 10,016 0.5% 0.5% 0.0% 27.7%

Native language French 9,819 0.5% 0.5% 0.0% 51.7%

Native language Indonesian 8,445 0.4% 0.3% 0.0% 60.9%

Native language Tagalog 7,855 0.4% 0.5% 0.0% 15.8%

Native language Japanese 6,775 0.3% 0.0% 0.0% 22.3%

Native language Catalan 5,892 0.3% 0.3% 0.0% 2.2%

Native language Chinese 5,499 0.3% 0.1% 0.0% 17.4%

Native language Persian 3,339 0.2% 0.1% 0.0% 2.0%

Native language Turkish 2,504 0.1% 0.2% 0.0% 73.9%

Native language Dutch 2,209 0.1% 0.1% 0.0% 4.3%

Native language Russian 1,866 0.1% 0.1% 0.0% 48.4%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 3 of 33

3.0x

3.3x

3.0x

>100x

3.0x 2.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION SUMMARY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by country United States 1,575,098 74.3% 31.1% 1.2% 96.6%

Location: by country Mexico 77,115 3.6% 1.0% 0.0% 60.7%

Location: by country Venezuela 75,983 3.6% 0.4% 0.0% 80.2%

Location: by country Brazil 48,173 2.3% 2.0% 0.0% 96.1%

Location: by country Canada 43,837 2.1% 1.7% 0.0% 18.5%

Location: by country Dom. Republic 32,618 1.5% 0.1% 0.0% 9.7%

Location: by US state New York State 401,744 25.5% 8.0% 0.9% 39.9%

Location: by US state New Jersey 151,544 9.6% 2.2% 0.0% 9.5%

Location: by US state California 150,941 9.6% 18.5% 2.2% 53.4%

Location: by US state Florida 114,473 7.3% 6.7% 0.0% 41.6%

Location: by US state Texas 81,146 5.2% 7.4% 0.0% 28.8%

Location: by US state Connecticut 76,919 4.9% 1.0% 0.0% 4.0%

Location: by city New York 320,870 17.8% 2.4% 0.0% 23.8%

Location: by city Caracas 36,553 2.0% 0.2% 0.0% 41.8%

Location: by city Santo Domingo 29,957 1.7% 0.1% 0.0% 8.6%

Location: by city Los Angeles 27,621 1.5% 1.2% 0.0% 13.3%

Location: by city Newark, NJ 23,911 1.3% 0.1% 0.0% 1.6%

Location: by city Paterson, NJ 21,987 1.2% 0.1% 0.0% 1.0%

Location: by city Maracaibo 21,712 1.2% 0.1% 0.0% 12.6%

Location: by city Miami 20,200 1.1% 0.5% 0.0% 8.0%

Location: by city Yonkers, NY 20,200 1.1% 0.1% 0.0% 2.2%

Location: by city Mexico City 19,650 1.1% 0.3% 0.0% 20.0%

Location: by city Philadelphia 19,650 1.1% 0.5% 0.0% 4.9%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 4 of 33

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15x

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4.9x

7.4x 10.0x 17x

13x 12x 12x 2.2x 11x 3.7x 2.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY COUNTRY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by country United States 1,575,098 74.3% 31.1% 1.2% 96.6%

Location: by country Mexico 77,115 3.6% 1.0% 0.0% 60.7%

Location: by country Venezuela 75,983 3.6% 0.4% 0.0% 80.2%

Location: by country Brazil 48,173 2.3% 2.0% 0.0% 96.1%

Location: by country Canada 43,837 2.1% 1.7% 0.0% 18.5%

Location: by country Dom. Republic 32,618 1.5% 0.1% 0.0% 9.7%

Location: by country United Kingdom 32,618 1.5% 3.4% 0.1% 83.0%

Location: by country Colombia 19,703 0.9% 0.3% 0.0% 66.0%

Location: by country Italy 18,100 0.9% 0.7% 0.0% 91.9%

Location: by country Australia 17,158 0.8% 1.0% 0.0% 58.1%

Location: by country Indonesia 13,858 0.7% 0.5% 0.0% 92.3%

Location: by country Puerto Rico 13,387 0.6% 0.1% 0.0% 1.7%

Location: by country Spain 12,632 0.6% 0.9% 0.0% 70.8%

Location: by country Japan 9,804 0.5% 0.1% 0.0% 34.8%

Location: by country Philippines 9,144 0.4% 0.3% 0.0% 82.7%

Location: by country Chile 8,956 0.4% 0.3% 0.0% 38.9%

Location: by country Panama 7,636 0.4% 0.0% 0.0% 1.0%

Location: by country Guatemala 7,165 0.3% 0.0% 0.0% 1.2%

Location: by country France 5,562 0.3% 0.5% 0.0% 60.6%

Location: by country India 5,374 0.3% 0.2% 0.0% 21.6%

Location: by country Germany 4,902 0.2% 0.4% 0.0% 42.3%

Location: by country Netherlands 4,525 0.2% 0.4% 0.0% 9.1%

Location: by country Taiwan 4,525 0.2% 0.0% 0.0% 4.7%

Location: by country Ecuador 4,337 0.2% 0.1% 0.0% 8.2%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 5 of 33

2.4x 3.6x 9.0x

15x

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6.0x

5.0x

>100x >100x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY US STATE

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by US state New York State 401,744 25.5% 8.0% 0.9% 39.9%

Location: by US state New Jersey 151,544 9.6% 2.2% 0.0% 9.5%

Location: by US state California 150,941 9.6% 18.5% 2.2% 53.4%

Location: by US state Florida 114,473 7.3% 6.7% 0.0% 41.6%

Location: by US state Texas 81,146 5.2% 7.4% 0.0% 28.8%

Location: by US state Connecticut 76,919 4.9% 1.0% 0.0% 4.0%

Location: by US state Pennsylvania 62,550 4.0% 3.1% 0.0% 14.3%

Location: by US state North Carolina 38,882 2.5% 1.8% 0.0% 9.9%

Location: by US state Ohio 31,758 2.0% 2.6% 0.0% 15.8%

Location: by US state Virginia 30,671 1.9% 2.0% 0.0% 17.1%

Location: by US state Massachusetts 27,532 1.7% 2.0% 0.0% 11.3%

Location: by US state Illinois 26,928 1.7% 3.2% 0.0% 11.2%

Location: by US state Georgia 24,271 1.5% 2.6% 0.0% 17.4%

Location: by US state Arizona 22,580 1.4% 1.4% 0.0% 6.2%

Location: by US state Tennessee 21,132 1.3% 1.4% 0.0% 6.2%

Location: by US state Indiana 18,837 1.2% 1.3% 0.0% 9.9%

Location: by US state South Carolina 16,664 1.1% 1.0% 0.0% 22.6%

Location: by US state Alabama 16,543 1.1% 1.2% 0.0% 34.0%

Location: by US state Colorado 15,939 1.0% 1.3% 0.0% 11.0%

Location: by US state Missouri 15,698 1.0% 1.3% 0.0% 8.0%

Location: by US state Maryland 15,094 1.0% 1.1% 0.0% 5.6%

Location: by US state Michigan 14,611 0.9% 1.9% 0.0% 7.2%

Location: by US state Louisiana 14,128 0.9% 0.9% 0.0% 5.5%

Location: by US state Kentucky 13,765 0.9% 0.6% 0.0% 3.2%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 6 of 33

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KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY US STATE (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by US state Washington 12,800 0.8% 1.6% 0.0% 7.4%

Location: by US state Nevada 12,437 0.8% 1.1% 0.0% 6.8%

Location: by US state Oklahoma 12,317 0.8% 0.7% 0.0% 3.8%

Location: by US state Wisconsin 10,506 0.7% 0.8% 0.0% 3.8%

Location: by US state Rhode Island 10,143 0.6% 0.3% 0.0% 2.1%

Location: by US state Utah 10,143 0.6% 0.8% 0.0% 44.0%

Location: by US state DC 9,660 0.6% 0.7% 0.0% 6.4%

Location: by US state Oregon 9,539 0.6% 0.8% 0.0% 4.8%

Location: by US state Iowa 9,177 0.6% 0.4% 0.0% 2.1%

Location: by US state Arkansas 8,091 0.5% 0.4% 0.0% 3.0%

Location: by US state Mississippi 7,608 0.5% 0.4% 0.0% 7.9%

Location: by US state New Mexico 7,366 0.5% 0.3% 0.0% 3.7%

Location: by US state Kansas 6,521 0.4% 0.4% 0.0% 2.0%

Location: by US state Minnesota 6,400 0.4% 0.9% 0.0% 4.8%

Location: by US state West Virginia 5,917 0.4% 0.2% 0.0% 1.6%

Location: by US state Nebraska 5,434 0.3% 0.3% 0.0% 3.7%

Location: by US state Hawaii 3,985 0.3% 0.4% 0.0% 6.2%

Location: by US state Delaware 3,743 0.2% 0.1% 0.0% 1.3%

Location: by US state Maine 3,622 0.2% 0.2% 0.0% 3.1%

Location: by US state Vermont 3,622 0.2% 0.0% 0.0% 1.0%

Location: by US state Idaho 2,898 0.2% 0.1% 0.0% 16.0%

Location: by US state New Hampshire 2,778 0.2% 0.1% 0.0% 1.4%

Location: by US state South Dakota 2,053 0.1% 0.1% 0.0% 1.3%

Location: by US state Montana 1,691 0.1% 0.2% 0.0% 10.7%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 7 of 33

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>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY CITY

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by city New York 320,870 17.8% 2.4% 0.0% 23.8%

Location: by city Caracas 36,553 2.0% 0.2% 0.0% 41.8%

Location: by city Santo Domingo 29,957 1.7% 0.1% 0.0% 8.6%

Location: by city Los Angeles 27,621 1.5% 1.2% 0.0% 13.3%

Location: by city Newark, NJ 23,911 1.3% 0.1% 0.0% 1.6%

Location: by city Paterson, NJ 21,987 1.2% 0.1% 0.0% 1.0%

Location: by city Maracaibo 21,712 1.2% 0.1% 0.0% 12.6%

Location: by city Miami 20,200 1.1% 0.5% 0.0% 8.0%

Location: by city Yonkers, NY 20,200 1.1% 0.1% 0.0% 2.2%

Location: by city Mexico City 19,650 1.1% 0.3% 0.0% 20.0%

Location: by city Philadelphia 19,650 1.1% 0.5% 0.0% 4.9%

Location: by city New Brunswick, NJ 18,277 1.0% 0.1% 0.0% 0.8%

Location: by city New Haven, CT 17,040 0.9% 0.1% 0.0% 0.6%

Location: by city Sao Paulo 15,528 0.9% 0.7% 0.0% 47.7%

Location: by city Chicago 15,116 0.8% 0.8% 0.0% 6.5%

Location: by city Orlando 13,742 0.8% 0.2% 0.0% 2.2%

Location: by city Monterrey 13,467 0.7% 0.1% 0.0% 8.5%

Location: by city Boston 12,780 0.7% 0.4% 0.0% 2.6%

Location: by city Buffalo 12,642 0.7% 0.1% 0.0% 0.7%

Location: by city Hartford, CT 12,642 0.7% 0.1% 0.0% 0.7%

Location: by city Tampa 12,505 0.7% 0.1% 0.0% 1.2%

Location: by city Rochester, NY 12,093 0.7% 0.1% 0.0% 0.5%

Location: by city London 10,719 0.6% 1.4% 0.0% 27.2%

Location: by city Washington DC 10,719 0.6% 0.3% 0.0% 3.2%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 8 of 33

7.4x 10.0x 17x

13x 12x 12x 2.2x 11x 3.7x 2.2x 10.0x 9.0x

4.0x 7.0x 1.7x 7.0x 7.0x 7.0x 7.0x

2.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY CITY (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by city Stamford, CT 10,444 0.6% 0.0% 0.0% 0.7%

Location: by city Atlanta 10,032 0.6% 0.5% 0.0% 12.3%

Location: by city Houston 10,032 0.6% 0.4% 0.0% 5.3%

Location: by city Las Vegas 9,894 0.5% 0.3% 0.0% 3.5%

Location: by city Toms River, NJ 9,894 0.5% 0.0% 0.0% 0.5%

Location: by city Merida, Mexico 9,619 0.5% 0.1% 0.0% 5.3%

Location: by city Hoboken, NJ 9,619 0.5% 0.1% 0.0% 0.6%

Location: by city Syracuse, NY 9,482 0.5% 0.0% 0.0% 0.4%

Location: by city Charlotte 9,070 0.5% 0.1% 0.0% 1.7%

Location: by city San Juan 8,932 0.5% 0.1% 0.0% 1.1%

Location: by city Santiago 8,795 0.5% 0.3% 0.0% 34.2%

Location: by city San Diego 8,520 0.5% 0.3% 0.0% 3.1%

Location: by city Denver 8,520 0.5% 0.2% 0.0% 2.6%

Location: by city Pittsburgh 8,520 0.5% 0.2% 0.0% 1.7%

Location: by city Toronto 7,695 0.4% 0.5% 0.0% 5.7%

Location: by city Providence, RI 7,695 0.4% 0.1% 0.0% 0.8%

Location: by city Guadalajara 7,695 0.4% 0.1% 0.0% 6.3%

Location: by city Manila 7,421 0.4% 0.2% 0.0% 67.3%

Location: by city Dallas 7,283 0.4% 0.3% 0.0% 3.0%

Location: by city Austin 6,871 0.4% 0.2% 0.0% 1.8%

Location: by city San Antonio 6,871 0.4% 0.2% 0.0% 1.4%

Location: by city Princeton, NJ 6,871 0.4% 0.0% 0.0% 0.3%

Location: by city Cleveland 6,734 0.4% 0.2% 0.0% 1.9%

Location: by city Guatemala City 6,734 0.4% 0.0% 0.0% 1.0%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 9 of 33

>100x

>100x 5.0x 5.0x >100x 5.0x 5.0x

2.5x 2.5x

4.0x 4.0x

2.0x >100x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LOCATION BY CITY (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Location: by city Barquisimeto 6,734 0.4% 0.0% 0.0% 6.1%

Location: by city Rio de Janeiro 6,596 0.4% 0.3% 0.0% 27.3%

Location: by city Valencia, Venezuela 6,596 0.4% 0.1% 0.0% 8.9%

Location: by city Indianapolis 6,596 0.4% 0.1% 0.0% 1.2%

Location: by city Saint Louis 6,596 0.4% 0.2% 0.0% 1.8%

Location: by city Waterbury, CT 6,596 0.4% 0.0% 0.0% 0.3%

Location: by city Danbury, CT 6,596 0.4% 0.0% 0.0% 0.2%

Location: by city Maracay 6,458 0.4% 0.0% 0.0% 5.8%

Location: by city Trenton, NJ 6,184 0.3% 0.0% 0.0% 0.5%

Location: by city Columbus 5,909 0.3% 0.2% 0.0% 1.4%

Location: by city Bogota 5,772 0.3% 0.2% 0.0% 32.0%

Location: by city Portland 5,772 0.3% 0.2% 0.0% 2.2%

Location: by city Tucson 5,634 0.3% 0.1% 0.0% 0.7%

Location: by city Albany, NY 5,634 0.3% 0.0% 0.0% 0.2%

Location: by city Tokyo 5,359 0.3% 0.1% 0.0% 21.1%

Location: by city Sydney 5,359 0.3% 0.3% 0.0% 16.1%

Location: by city San Francisco 5,359 0.3% 0.2% 0.0% 3.8%

Location: by city El Paso, TX 5,359 0.3% 0.1% 0.0% 0.7%

Location: by city Nashville 5,222 0.3% 0.1% 0.0% 2.1%

Location: by city Cincinnati 5,222 0.3% 0.1% 0.0% 1.0%

Location: by city Chihuahua 5,222 0.3% 0.0% 0.0% 1.5%

Location: by city Vancouver 5,085 0.3% 0.2% 0.0% 4.1%

Location: by city Baltimore 5,085 0.3% 0.2% 0.0% 2.2%

Location: by city Richmond 5,085 0.3% 0.1% 0.0% 1.2%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 10 of 33

>100x

4.0x 4.0x

>100x >100x >100x

>100x

3.0x >100x 3.0x

3.0x 3.0x 3.0x >100x

3.0x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

OCCUPATIONS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Occupations Students 375,057 17.7% 10.0% 0.7% 34.5%

Occupations Chefs 32,518 1.5% 0.7% 0.0% 8.6%

Occupations Military 26,519 1.3% 0.6% 0.0% 10.2%

Occupations Senior managers 154,380 7.3% 5.2% 1.0% 12.8%

Occupations Sales/marketing 121,546 5.7% 4.4% 1.0% 14.6%

Occupations Comedians 18,311 0.9% 0.4% 0.0% 3.5%

Occupations Church leaders 17,679 0.8% 0.2% 0.0% 6.6%

Occupations Realtors 14,522 0.7% 0.2% 0.0% 2.3%

Occupations Finance/banking 14,838 0.7% 0.4% 0.0% 3.4%

Occupations Consultants 62,510 2.9% 1.9% 0.0% 10.3%

Occupations Media production 59,037 2.8% 1.6% 0.0% 11.8%

Occupations Secretarial/admin 8,524 0.4% 0.2% 0.0% 0.9%

Occupations DJs 55,880 2.6% 1.3% 0.0% 18.5%

Occupations Lawyers 36,622 1.7% 1.1% 0.1% 13.8%

Occupations Personal trainers 24,309 1.1% 0.5% 0.0% 13.4%

Occupations Human resources 2,210 0.1% 0.0% 0.0% 0.4%

Occupations TV/radio hosts 14,522 0.7% 0.4% 0.0% 2.9%

Occupations IT professionals 11,050 0.5% 0.2% 0.0% 2.5%

Occupations Public service 9,787 0.5% 0.2% 0.0% 4.3%

Occupations Accountants 9,471 0.4% 0.2% 0.0% 2.9%

Occupations Pilots 5,051 0.2% 0.1% 0.0% 1.9%

Occupations Manufacturing 2,841 0.1% 0.1% 0.0% 2.0%

Occupations Journalists 115,864 5.5% 3.9% 0.6% 22.7%

Occupations Home services 2,526 0.1% 0.0% 0.0% 4.8%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 11 of 33

1.8x 2.1x 2.2x

1.4x 1.3x

2.3x 4.0x 3.5x 1.7x

1.5x 1.7x

2.0x 2.0x

1.5x 2.2x

>100x 1.7x 2.5x 2.5x 2.0x 2.0x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

OCCUPATIONS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Occupations Musicians 198,578 9.4% 8.1% 0.9% 44.7%

Occupations Authors/writers 62,825 3.0% 2.4% 0.2% 11.4%

Occupations Teachers 62,510 2.9% 2.6% 0.5% 10.2%

Occupations Entrepreneurs 71,349 3.4% 3.1% 0.3% 12.9%

Occupations Engineers 44,514 2.1% 1.8% 0.1% 14.3%

Occupations Event planners 22,099 1.0% 0.8% 0.0% 6.3%

Occupations Agents/promoters 8,524 0.4% 0.3% 0.0% 2.4%

Occupations Programmers 11,681 0.6% 0.4% 0.0% 2.3%

Occupations Actors 44,199 2.1% 2.2% 0.1% 10.8%

Occupations Artists 77,663 3.7% 4.4% 0.5% 44.1%

Occupations Hospitality 6,630 0.3% 0.2% 0.0% 1.2%

Occupations Photographers 57,774 2.7% 3.2% 0.3% 23.6%

Occupations Dancers 24,309 1.1% 1.2% 0.0% 17.4%

Occupations Web developers 30,623 1.4% 1.6% 0.3% 7.3%

Occupations Graphic design 31,255 1.5% 1.6% 0.0% 18.3%

Occupations Doctors 11,050 0.5% 0.5% 0.0% 3.6%

Occupations Investors 9,787 0.5% 0.3% 0.0% 21.2%

Occupations Construction 6,946 0.3% 0.3% 0.0% 2.4%

Occupations Health workers 35,359 1.7% 2.1% 0.2% 11.0%

Occupations Architects 17,048 0.8% 0.9% 0.0% 7.1%

Occupations Nurses 11,997 0.6% 0.7% 0.0% 6.1%

Occupations Stylists 14,522 0.7% 1.3% 0.0% 27.3%

Occupations Models 29,361 1.4% 2.5% 0.2% 12.0%

Occupations Scientists 4,420 0.2% 0.3% 0.0% 1.2%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 12 of 33

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LIKES & INTERESTS

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Likes: Sport Baseball 1,174,758 55.4% 3.7% 0.3% 34.7%

Likes: Sport Sport (strong interest) 673,059 31.7% 5.8% 0.1% 53.3%

Likes: News Sports 554,791 26.2% 2.2% 0.1% 26.8%

Likes: Sport American football 633,834 29.9% 4.4% 0.3% 73.8%

Likes: Sport Basketball 610,851 28.8% 5.3% 0.6% 64.0%

Likes: Sport Hockey 294,167 13.9% 2.0% 0.1% 23.8%

Likes: Film/TV Sport 263,211 12.4% 1.7% 0.0% 19.4%

Likes: Sport Wrestling 227,717 10.7% 3.5% 0.2% 28.7%

Likes: Fashion Sportsware 212,579 10.0% 2.0% 0.2% 25.3%

Likes: Film/TV News 212,451 10.0% 4.0% 0.1% 23.4%

Likes: Sport Golf 157,791 7.4% 1.3% 0.0% 11.8%

Likes: Interests Theater 176,704 8.3% 2.8% 0.0% 29.9%

Likes: Sport Sporting goods 171,064 8.1% 1.8% 0.0% 23.7%

Likes: Wining & Dining Fast food 138,157 6.5% 2.5% 0.1% 10.5%

Likes: Sport Snowboarding 148,122 7.0% 2.1% 0.1% 26.0%

Likes: Drinks Soft drinks 80,613 3.8% 1.5% 0.0% 5.3%

Likes: Wining & Dining Pizza 71,284 3.4% 1.5% 0.0% 10.6%

Likes: Sport Skateboarding 238,319 11.2% 4.6% 0.3% 60.8%

Likes: Sport Softball 48,766 2.3% 0.1% 0.0% 2.2%

Likes: Sport Boxing 218,515 10.3% 4.5% 0.3% 34.5%

Likes: Business & FinanceFinancial planning 58,095 2.7% 1.0% 0.0% 6.0%

Likes: Motor Sports Nascar 52,583 2.5% 0.2% 0.0% 4.3%

Likes: Film/TV Action 203,292 9.6% 5.2% 0.1% 28.7%

Likes: Film/TV Talk show 200,239 9.4% 4.2% 0.1% 27.5%

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© 2018 Demographics Pro Inc. All Rights Reserved.Analysis updated: 30th January, 2019 page 13 of 33

15x 5.5x

12x 6.8x 5.4x

7.0x 7.3x

3.1x 5.0x 2.5x

5.7x 3.0x 4.5x

2.6x 3.3x

2.5x 2.3x

2.4x 23x

2.3x 2.7x 13x

1.8x 2.2x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH - Top 30% of all Instagram accounts: AVG - Mid 40% of all Instagram accounts:

LOW - Bottom 30% of all Instagram accounts:

LIKES & INTERESTS (cont.)

Instagram Demographic Analysis Followers of: @ yankees

Category Criteria Size Followers of @yankees Instagram distribution avg. from to

Likes: Wining & Dining Family 52,540 2.5% 0.8% 0.0% 4.8%

Likes: News News (strong interest) 191,249 9.0% 4.6% 0.1% 25.1%

Likes: Transport Cars 190,316 9.0% 4.5% 0.5% 41.9%

Likes: Film/TV Film (strong interest) 170,003 8.0% 3.4% 0.0% 22.4%

Likes: Sport Gymnastics 171,700 8.1% 4.0% 0.1% 24.9%

Likes: Sport Tennis 158,766 7.5% 3.9% 0.1% 21.9%

Likes: Sport Olympics 154,229 7.3% 4.2% 0.2% 30.1%

Likes: Sport Swimming 145,748 6.9% 3.1% 0.1% 21.6%

Likes: Education Graduate school 132,941 6.3% 2.5% 0.1% 13.0%

Likes: Books Historical fiction 37,274 1.8% 0.2% 0.0% 3.8%

Likes: Travel Amusement/Theme Parks131,499 6.2% 3.3% 0.1% 13.2%

Likes: Film/TV Sci-fi 134,468 6.3% 3.0% 0.0% 21.0%

Likes: Hobbies Comics 136,206 6.4% 3.4% 0.0% 32.7%

Likes: Film/TV Crime 132,899 6.3% 3.4% 0.0% 20.0%

Likes: News Weather 32,271 1.5% 0.3% 0.0% 3.1%

Likes: Sport Fantasy sports 26,291 1.2% 0.0% 0.0% 1.7%

Likes: Fashion Uniforms 28,242 1.3% 0.0% 0.0% 3.0%

Likes: Sport Skiing 108,176 5.1% 2.4% 0.1% 32.8%

Likes: Film/TV Animation 95,667 4.5% 2.3% 0.0% 12.7%

Likes: Sport Fishing 27,691 1.3% 0.2% 0.0% 6.8%

Likes: Music Rock & roll 93,377 4.4% 1.9% 0.0% 15.2%

Likes: Technology Gaming 91,935 4.3% 1.9% 0.1% 17.8%

Likes: Healthcare Cancer 24,807 1.2% 0.3% 0.0% 2.9%

Likes: News Celebrity 87,949 4.1% 1.9% 0.0% 15.1%

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© 2018 Demographics …