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How Social Media Tools Can Benefit Properties and Sponsors

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Slides from my presentation on how social media tools can benefit properties and sponsors at the Western Sponsorship Congress on October 26, 2010.

Slides from my presentation on how social media tools can benefit properties and sponsors at the Western Sponsorship Congress on October 26, 2010.

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  • 1. How Social Media Tools and Platforms Can Benefit Properties and Sponsors
    Jason Peck
    October 26, 2010
  • 2. 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
  • 3. 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.
  • 4. Social Media Touches Everything
  • 5. Opportunity and Challenge
  • 6. Thanks to David Armano for allowing me to use this great visual.
  • 7. By themselves, they’re not Social.
  • 8. Social
  • 9. Listening
  • 10. Responding
  • 11. Delivering Content and Experiences
  • 12. Delivering Content and Experiences and Promotions
  • 13. Focus On Your Fans
  • 14. Fans crave experiences, engagement and recognition
  • 15. NHL Research: 50% of fans don’t live near their favorite teams
    $
    Out of Market Fans
    $
    $
    In Market Fans Not at the Game
    $
    $
    $
    $
    $
    $
    $
    $
  • 16. New opportunities for enthusiasts and fans to engage with each other
  • 17. New opportunities for properties and sponsors to engage fans
  • 18. Social Media and Sponsorship: A Natural Fit
    Access
    Recognition
    Entertainment
    *These just happen to be the greatest shoes of all time. Size 10 please. 
  • 19. Access, Recognition, Entertainment: Old Spice
  • 20. It’s all about relationships
  • 21. Making Current Fan Experiences More Social
  • 22. Socialize Your Website
    30 BILLION pieces of content shared each month on Facebook
  • 23. Encourage Fans to Share Their Experiences
  • 24. Socialize Your Events
  • 25. Group Buying and Tickets
    5,826 packages sold
  • 26. 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)
  • 27. Creating New Experiences
  • 28. Identifying Passionate and Profitable Fans
    Use knowledge to create relevant and timely content and offers
  • 29. Involve and Appreciate Bloggers
  • 30. Create New Content
  • 31. Extend Event Reach
    Create New Sponsor Inventory
  • 32. Social Platforms Power Unique Experiences and Can Be Used To Promote Them
  • 33. Social Media, Sponsorship and Fun
    Touch points
    Sponsors
    Panthers.com
    AllenTate.com
    And others
  • 34. How Do You Measure This Stuff??
    Establish goals
    Map metrics to goals
    Compare before/after
    Look at trends
  • 35. Sample Business Metrics
    New customers
    Average order size
    Revenue per customer
    Phone calls
    Sales
    Leads/sign ups
    Coupons redeemed
    Acquisition costs
  • 36. Share of Voice and Sentiment
  • 37. Awareness
    Website metrics (site visits, page views, etc)
    Searches for brand terms
    Content views
  • 38. Engagement
    Likes
    Mentions
    Shares
    Comments
    Ratings
    Email marketing data
    Complaints
  • 39. Influence
    Links
    Twitter RT %s
    Klout score
    Facebook like %s
    Content shares
  • 40. Popularity
    Email subscribers
    Community members
    Twitter Followers
    Facebook likers/fans
    Youtube subscribers
  • 41. 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
  • 42. 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
  • 43. 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.
  • 44. 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
  • 45. 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/