This document discusses how property rights owners can make money through social media sponsorships. It provides examples of how businesses like Hilton Hotels and the London Irish rugby club have partnered together on social media campaigns to mutually benefit from new audience reach, engagement, and sales opportunities. The document outlines best practices for using social media effectively, such as listening to audiences, engaging fans with exclusive content, and integrating social strategies with other marketing channels to add value for sponsors rather than just selling to people.

1. Property Rights Owners Make
Money with Social Media
Social media has not only changed the
way an audience can interact with you,
but also how they can interact with
your sponsors
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2. @Slingshot_UK
@JackieFast
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3. Advise businesses on
how to implement
Creative consultants
effective processes that
& activation
create commercial
benefit
Focus on hospitality
and media rights

4. Some of our current
clients include

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6. The sponsorship industry has slowed…
sort of
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7. Global Spending
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8. BUT, other industries have grown exponentially…
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11. Who is engaging?
Infographic from Flowtown
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12. But what’s in it for me?
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13. 1. New Sponsors: building platforms to sell
2. Existing Sponsors: add value to current
sponsors by providing them a new way to
reach your audience
3. Develop new relationships with suppliers
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14. Getting started
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15. The Phases of Social Media
1. Listen: understand lessons of conversation
2. Engage: existing and potential customers
3. Sell: enable and accelerate through
sponsorship
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16. 5 Things to Ask Yourself
1. Do I have an online audience?
2. If not, do I have the resources to build one?
3. Is my network engaged?
4. Does my audience want to hear from my
sponsors?
5. If not, is there a way I can get them to listen?
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17. Sponsorship Options
• Single event to year long campaign
• Adding value to sponsors by new data, sharing,
viral, competitions, online ‘sampling’, sharing,
building, etc
• Adding value to property – organic database
growth, engagement
• Adding value to the user experience
• Properties can use social media benefits as
additional upsell or closing tool
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18. Fans & Fan Engagement
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19. The Direct Marketing Association UK
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20. Benefits for DMA Email Blog Sponsors
• Listen
– Guest blogging commentary
– Opportunity to run competitions
• Engage
– Opportunity to sit on the working committee for
communications
– Opportunity to host resources and white papers
• Sales
– An avenue to promote and grow their own social
networks
– Banner advertising
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21. Hilton Hotels & London Irish
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22. Hilton Competition on Facebook
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23. Benefits for Hilton Hotels
• Use of their premiere rugby sponsorship
benefits in a unique way further promoting
their affiliation with the sport
• A local reach into the community
• Trial use of social media for future
competitions across the brand
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24. Benefits to London Irish Rugby Club
• New content for their Facebook page
• New ‘Likes’ developing into fans (from 5,000
to 9,747)
• An exclusive opportunity just for their
Facebook users
• Hilton enabled London Irish to engage
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25. Top Sponsorship & Social Media
Takeaway Tips
1. Don’t think social media is only Facebook
2. Have a goal
3. Find out where your audience is
4. Ensure your content is engaging by listening
5. Create fans by offering exclusive content
6. Integrate with other channels
7. Add value, don’t sell
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26. Thoughts? Questions?
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27. Further Reading
Twitter: @Slingshot_UK @JackieFast
Email: jackie@SlingshotSponsorship.com
Website: www.SlingshotSponsorship.com
Phone: +44 (0) 207 226 5052
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