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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.

Published in: Business, Technology

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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 Social Media Marketing Customer Service Recruiting Product Development
  • 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 *These just happen to be the greatest shoes of all time. Size 10 please.  Access Recognition Entertainment
  • 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 Idea: Sharing + Twitter + Discounts. Deal is only activated if 50 people RT it (or say they want it) Win a Suite (22 tix) against the Blazers tomorrow night. Respond #Timberwolvesgiveaway by Noon tomorrow to be entered. (1 winner @ random)
  • 27. Creating New Experiences
  • 28. Identifying Passionate and Profitable Fans Use knowledge to create relevant and timely content and offers In Your Database Overlay Social Data Gain Key Insights Outside Your Database Identify Fans and Influencers Gain Key Insights
  • 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 Sales Leads/sign ups Coupons redeemed Acquisition costs New customers Average order size Revenue per customer Phone calls
  • 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/

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