How Social Media Tools Can Benefit Properties and Sponsors

How Social Media Tools and Platforms Can Benefit Properties and Sponsors
Jason Peck
October 26, 2010

Pre-game details
Where to find me
http://www.jasonfpeck.com
http://www.twitter.com/jasonpeck
jason@ewaydirect.com
Where I work
http://www.ewaydirect.com
For you
Hashtag: #WSCongress
Additional Resources: http://bit.ly/wscongress10

If you only remember 3 things..
Social media makes some great things possible for properties and sponsors
We can measure social media outcomes and results and prove value to bosses, sponsors, and partners
There are properties and sponsors doing some really cool things. We can do this, too.

Social Media Touches Everything

Opportunity and Challenge

Thanks to David Armano for allowing me to use this great visual.

By themselves, they’re not Social.

Social

Listening

Responding

Delivering Content and Experiences

Delivering Content and Experiences and Promotions

Focus On Your Fans

Fans crave experiences, engagement and recognition

NHL Research: 50% of fans don’t live near their favorite teams
$
Out of Market Fans
$
$
In Market Fans Not at the Game
$
$
$
$
$
$
$
$

New opportunities for enthusiasts and fans to engage with each other

New opportunities for properties and sponsors to engage fans

Social Media and Sponsorship: A Natural Fit
Access
Recognition
Entertainment
*These just happen to be the greatest shoes of all time. Size 10 please. 

Access, Recognition, Entertainment: Old Spice

It’s all about relationships

Making Current Fan Experiences More Social

Socialize Your Website
30 BILLION pieces of content shared each month on Facebook

Encourage Fans to Share Their Experiences

Socialize Your Events

Group Buying and Tickets
5,826 packages sold

Socialize Your Giveaways
Win a Suite (22 tix) against the Blazers tomorrow night. Respond #Timberwolvesgiveaway by Noon tomorrow to be entered. (1 winner @ random)
Idea: Sharing + Twitter + Discounts. Deal is only activated if 50 people RT it (or say they want it)

Creating New Experiences

Identifying Passionate and Profitable Fans
Use knowledge to create relevant and timely content and offers

Involve and Appreciate Bloggers

Create New Content

Extend Event Reach
Create New Sponsor Inventory

Social Platforms Power Unique Experiences and Can Be Used To Promote Them

Social Media, Sponsorship and Fun
Touch points
Sponsors
Panthers.com
AllenTate.com
And others

How Do You Measure This Stuff??
Establish goals
Map metrics to goals
Compare before/after
Look at trends

Sample Business Metrics
New customers
Average order size
Revenue per customer
Phone calls
Sales
Leads/sign ups
Coupons redeemed
Acquisition costs

Share of Voice and Sentiment

Awareness
Website metrics (site visits, page views, etc)
Searches for brand terms
Content views

Engagement
Likes
Mentions
Shares
Comments
Ratings
Email marketing data
Complaints

Influence
Links
Twitter RT %s
Klout score
Facebook like %s
Content shares

Popularity
Email subscribers
Community members
Twitter Followers
Facebook likers/fans
Youtube subscribers

Implementing a program? 7 Keys to Success
Set goals
Implement a tracking process
Look at baseline activity
Define responsibilities
Leverage multiple touch points
Measure results
Share key learnings

5 Things an Agency Can Help You With
Monitoring what is being said
Identifying influencers and enthusiasts
Socializing your online presence
Promotions
Measuring and collecting data

Again, if you only remember 3 things..
Social media makes some great things possible for properties and sponsors
We can measure social media outcomes and results and prove value to bosses, sponsors and partners
There are properties and sponsors doing some really cool things. We can do this, too.

Post-game: thanks
Where to find me
http://www.jasonfpeck.com
http://www.twitter.com/jasonpeck
jason@ewaydirect.com
Where I work
http://www.ewaydirect.com
Stuff for you
http://bit.ly/wscongress10

Image Credits
http://www.flickr.com/photos/22280677@N07/2504310138/sizes/l/
http://www.flickr.com/photos/thesnowpea/537308828/#/
http://darmano.typepad.com/.a/6a00d8341bfa9853ef0133f4b83f74970b-pi
http://www.flickr.com/photos/cc_chapman/2745922377/
http://www.flickr.com/photos/niclindh/1389750548/sizes/l/
http://www.flickr.com/photos/mattimattila/4863055461/sizes/l/
http://www.flickr.com/photos/ezraw/150333360/sizes/l/
http://www.flickr.com/photos/21031300@N02/4982194969/sizes/l/
http://www.flickr.com/photos/ambermarie/3805836002/sizes/l/
http://www.flickr.com/photos/cmaccubbin/2846650238/
http://www.flickr.com/photos/paloetic/4452374917/sizes/l/
http://socialfresh.com/wp-content/uploads/2010/05/grizzly-groupon.jpg
http://www.flickr.com/photos/caesarsebastian/4750048656/sizes/l/
http://www.flickr.com/photos/nikonvscanon/3166595271/sizes/o/
http://verticaljumpzone.com/images/verticaljump.jpg
http://www.flickr.com/photos/brenda-starr/3509344100/sizes/t/

http://www.jasonfpeck.com	284
http://feeds.feedburner.com	5
http://www.slideshare.net	2
http://www.netvibes.com	1
http://feeds2.feedburner.com	1

How Social Media Tools Can Benefit Properties and Sponsors

by Jason Peck on Oct 27, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 293

Statistics

How Social Media Tools Can Benefit Properties and Sponsors — Presentation Transcript