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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
Wh...
If you only remember 3 things..
• Social media makes some great things
possible for properties and sponsors
• We can measu...
Social Media Touches
Everything
Opportunity and Challenge
Social
Media
Marketing
Customer
Service
Recruiting
Product
Development
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
*These just happen to be the greatest shoes of all time. Size 10 please. 
Acc...
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
Idea: Sharing + Twitter + Discounts. Deal is only
activated if 50 people RT it (or say they want ...
Creating New Experiences
Identifying Passionate and Profitable
Fans
Use knowledge to create relevant and timely content and offers
In Your Database...
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
Sales
Leads/sign ups
Coupons redeemed
Acquisition costs
New customers
Average order size
Revenue p...
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 responsi...
5 Things an Agency Can Help You With
Monitoring what is being said
Identifying influencers and enthusiasts
Socializing you...
Again, if you only remember 3 things..
• Social media makes some great things
possible for properties and sponsors
• We ca...
Post-game: thanks
Where to find me
• http://www.jasonfpeck.com
• http://www.twitter.com/jasonpeck
• jason@ewaydirect.com
W...
Image Credits
• http://www.flickr.com/photos/22280677@N07/2504310138/sizes/l/
• http://www.flickr.com/photos/thesnowpea/53...
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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.

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Transcript of "How Social Media Tools Can Benefit Properties and Sponsors"

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