Danica Patrick – Race Car driver, known for Go Daddy web adds and is now branded with Tissot on Twitter Fast Facts: Twitter: 223, 773 Facebook: 746 On Wall Fake Danica’s on Facebook: 113
Lance Armstrong Twitter: 2,655,829 followers Facebook: 1, 416,132, has a new book coming out called Comeback 2.0www.Livestrong.com, www.lancearmstrong.com BRANDS: Nike, Nissan, Radio Shack, Trek He sends Twit pics, talks to fans, has video, blog, and various outreach
Dana White – UFC Followers: 1,194,750Very active on twitter, leading into a fight his tweets are coming every 5 minutes or so Participating in TwitChange Campaign, regularly gives out prizes over twitter, accidently put his cell number on one occasion Also PS3 video games and Xbox games
Steve Nash Twitter: 251,330 Facebook: 575,000Really strong with content, lots of fan interaction. Known for retweeting fans.
Shaun White – Multiple Olympic Gold Medalist in Snow Boarding Twitter: 269, 067 Branded with Mountain Dew, PS3 and Xbox games. Has his own brand Shaun White Skateboarding, active on Twitter, Facebook
The NBA Facebook Store/Twitter Account /Youtube Channel - update constantly -NBA is present on all three primary platforms mainly Facebook, Twitter and YouTube-When you break those down individually and peel back to the core of the content posted on the platforms, the NBA definitely keep content fresh -Where the NBA fails is how the engage the fans. Fans continuously comment on Facebook, @reply on Twitter and try to engage with the league typically with no response back. -They do however support and encourage their players who tend to have a more active relationship with fans over the governing brand itself.
NFL – also no visibleYoutube account -For fans, there is no real reason to post because there is no engagement on the other end-on twitter they only retweet or interact with NFL accounts with large amounts of follows or NFL specific ones -does a good job of consistently posting content on its Facebook and Twitter accounts
NHL@reply followers everyday on twitter, they take advantage of fans lists, Facebook and youtube channel Hockey has taken a tremendous hit in recent years and is finding it tough to compete with the NBA, NFL, or MLB in terms of popularity. However, they are trying to make a comeback, and the utilization of social media is part of that process.
Active in community, does photo shoots with appointed ambassadors, not “professional models”Ongoing daily blog on the website Twitter accounts active for national brand and also each store has one, actively engage consumers on twitterFacebook page, also has events
Nike Plus website – has srolling count meter for km’s people are running their shoes -iphone apps, a GPS to track your run plus nike fit app -training tips online-city specific running lounges, twitter vsfacebook challenges
Classes in store and video online, how to tie a knock, flip a canoe – user generated content Facebook presence is active, twitter following is strong and constantly updated Flickr, youtube channel interactive newsletter which invites readers to join and get active, get outside.
Columbia Sports Wear Video and user generated video, Mobile apps, shopping apps and knot apps Have Pioneers - Pioneers of the Greater Outdoors: ordinary people doing extraordinary things. On ongoing blog, active with events in the community
Active presence on twitter Have a Trek Travel Cycling vacationsActive Blog from high profile athletes Active in community
Red Bull University - fully interactive branded website, video blog, contests Red Bull - Red Online TV Active on twitter facebook and have a mobile app that you can become a DJ Have their own niche sports, air race and crushed ice.
Real Ryder Developing strong twitter presence, highly engaged with consumers Facebook page has good traffic, always trying to create challenges for public (very strong with CRM)Regularly update youtube channel, regularly updated blog
Wikibrands, Wikisports, Wikicareers How to engage, collaborate and innovate. No matter the field of business, life or play! Sean Moffitt - Chief Experience Officer, of Agent Wildfire Strategy Find him: Twitter @seanmoffitt, @wikibrands Web: http://wiki-brands.com/
What’s left… Operational efficiencies are maximized Companies have been downsized/rightsized multiple times Outsourcing labour is tapped Globalization of markets has been achieved Media clutter is reaching its upper limits Technology has created full access to information, entertainment and peer networks The Customer Experience is What’s Left
There’s a new currency on how to build business “Something you Trust” “Something you Want” “Something you Buy” “Something you Participate In” “Something you Prefer” “Something you Love” 7
Wikibrands - The new currency for today’s marketplace:
Top Reasons – Why Now Social Media #1 The Need for Authenticity and Transparency -42% #2 The rise of social networks - 38% #3 Increasing role of wireless/mobile - 35% #4 Customers/people waning attention spans - 25% #5 Media fragmentation - 22% #6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2010
Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website. Now, to be noticed and talked about, you need to reach “out there” to be relevant. Source: Hubspot , 2007-2010 study
Marketing has had a gift drop in their lap: Marketing/brand management is the lead function in charge of customer engagement/online advocacy programs. 66% believe the "marketer" will become much more important within a corporation by leveraging new customer engagement strategies and tactics. 67% believe mass customer collaboration will radically change everything we do in marketing and sales. Source: Agent Wildfire’s 2010 Buzz Report