Sports and Social Media

Driving Partnership Value Through Social Media

Overview
1. Understanding the Social Media Landscape
2. 10 Key Tips About Social Media
3. Case Studies
// Partnership Activation 2009

Understanding the Social Media Landscape // Partnership Activation 2009
There are five (5) core social media platforms that sports organizations are currently using to drive their business and leverage corporate partners:
But there are plenty of additional social media platforms, new technologies,
and mobile applications that you need to be aware of:

10 Key Tips About Social Media
#1 Goal Needs To Be Fan Engagement
ROO = Indirect Revenue, Web Traffic, Couponing, Various Methods Of Fan Engagement
Social Media Is A Great Tool To Support Existing Assets/Programs
Social Media Is Cost-Effective But Requires Time & Resources
Social Media Is An Untapped, “Ownable” Space
Fans Now “Expect” Sponsors To Offer Social Media Extensions
Seamless Integration Opportunities Exist In-Venue
Social Media Allows You To Target Casual Fans, Tech Savvy Fans, and New Consumers*
Social Media Allows You To Go Where The Fans Are Pre-Game (19%) & In-Game (30%)
Social Media Use Drives Fan Avidity
// Partnership Activation 2009

Case Study: Tribe Social Media Deck // Partnership Activation 2009
Overview
The Cleveland Indians transformed a section of their ballpark for members of the team’s social media community who are active on Twitter, Facebook, Foursquare, and blogs
Consists of (2) rows of seats, offering guests Wi-Fi access, cable TV, and power outlets, media information, and audio interviews
Presented by Time Warner Cable (a buildout of their Bleachers section)
Fan Engagement
Allows the Cleveland Indians and Time Warner Cable to reconnect with lost fans and connect with a new generation of Indians fans
Allows the team’s avid social media followers an opportunity to watch a live game and network with other members of the digital community

Case Study: Panthers Purrsuit // Partnership Activation 2009
Overview
The Carolina Panthers and their mascot, Sir Purr, are hosting a 1-day city-wide social media challenge that tasks teams of fans with finding clues, competing challenges, and earning prizes in an effort to win prizes
Presented by Allen Tate Company (realtors)
Fan Engagement
The Panthers Purrsuit is an Amazing Race-style competition, where teams use clues given via social media to visit local businesses and non-profits, discover new places, and connect with other Panthers fans
Revenue generator ($40/team) that supports businesses in the local community

Case Study: San Francisco Giants Tweet Up // Partnership Activation 2009
Overview
The SF Giants sold 600 special $20 “Tweet Up Tickets” to fans for a game in April that included:
Panel Discussion with Social Media Experts
SF Giants “Follow Us” T-Shirt
Private Pre-Game Tweet Up Party
A Ticket in a Special Tweet Up Section
Partial Proceeds Benefited Local Non-Profit @RoomtoRead
Fan Engagement
The event provided the team’s avid social media followers with a once-in-a-lifetime experience where they heard from SM industry leaders, connected live with other fans, and engaged with the Giants organization in a new, interactive way
The Giants sold out all 600 reserved seats, promoting the event via the hashtag #SFGTweetup

Case Study: Manchester City Foursquare Promotion // Partnership Activation 2009
Overview
EPL soccer club Manchester City FC teamed up with Umbro to generate buzz for their final home game of the 2009-2010 season via a Foursquare promotion
Fans were asked to “check-in” at the City of Manchester Stadium via Foursquare in an effort to set a world record for the most Foursquare check-ins in a single location at one time
Fan Engagement
To generate interest and awareness, the team posted an announcement on its team page and offered fans the chance to win (1) of (11) limited edition team jerseys if they added the phrase “Umbro Blue Moon Tee Please” to the tips section of their Foursquare check-in

Case Study: Reggie Bush #RedZones Promotion // Partnership Activation 2009
Overview
Reggie Bush recently celebrated the start of the 2010 NFL season by giving away (8) autographed footballs at select locations through New Orleans via social media
Bush posted clues on his Official Facebook Page and Twitter account alerting fans where the balls were placed on a map
Fan Engagement
To win, fans simply had to click on a Foursquare link provided in the alerts, view a map detailing the exact location and supporting tips, and be the first person to find and touch the football
Signs were placed at each location encouraging fans to leave a text, photo, or video post for Reggie by scanning a Stickybits barcode
Fans who didn’t win the grand prize could win t-shirts and other gear

Case Study: Other Social Media Applications // Partnership Activation 2009 Live, Branded Twitter Feeds in Suites QR Code Promotions/Videos Fans Can Email Photos and Vote To Have Them On the Scoreboard The White Sox and Indians Held a SM Mascot Battle for Charity LA Let Fans Post Their Own Billboard Pictures

What’s Next… // Partnership Activation 2009
What Do You Have Planned?

Contact Information // Partnership Activation 2009
For More Information
Please feel free to contact Brian Gainor of Partnership Activation at:
Brian Gainor
Partnership Activation
Email: bgainor@partnershipactivation.com
Twitter: @BrianGainor

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Sports and Social Media

by Brian Gainor on Oct 24, 2010

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