Social media and CRM in sport

Social media & CRM
Introduction
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John Duffy
john@nemisys.uk.com
@johnrduffy
www.nemisys.uk.com/blogs/nemisys

Mandatory #tag
#sportcrmsummit
#sportsCRM (with apologies for confusion)
Ideas for engagement around matches
CRM systems which already cope with social media

Nemisys in sport

Social media & services
British Horse Racing Authority
The Football Association
Rugby Football League
Sport England
British Universities & Colleges Sport
English Golf Union
Synergy, for Guinness
England Squash & Racketball
British Judo
English Table Tennis Association
The Children’s Trust
Ipadio – live audio
www.ipadio.com
Vodpod – live video
www.nemisys.uk.com/vodpod

Our first ever sports project (!)

What is social media?

The Conversation Prism

Your (social) fans - Generation Y
Don’t read newspapers
No landline phone
Television on their terms
Trust peers
Internet experience is social
Content is going mobile
Television is for video games
Want to be heard and self-express
Email is for parents/work
On demand content

How we got here
Web 1.0 Company  consumer
Web 1.5 Company  consumer
Web 2.0 Consumer  consumer
Now: Companies/clubs joining the conversation
If people don’t engage, it’s not social media

And what is CRM?
A business process or system
For managing interactions
With customers & potential customers
Often automated / driven by technology
Usually sales driven
Usually “broadcast” – from company to prospect/client
In other words, the antithesis of “social”

Our aims
Introduction
Acquisition techniques
Engagement techniques
Exercise: content plan
Fit to CRM
Analytics
Advanced
“Capturing” information from Facebook
Changing your web site
Ideas for apps
Social commerce
The Holy Grail

What we’re not going to cover
Truly social organisations – I want to be more practical today!
But do please read Christopher Carfi’s Social Customer Manifesto
I want to have a say.
I don't want to do business with idiots.
I want to know when something is wrong, and what you're going to do to fix it.
I want to help shape things that I'll find useful.
I want to connect with others who are working on similar problems.
I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)
I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter.
I want to know your selling process.
I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.
I want to do business with companies that act in a transparent and ethical manner.
I want to know what's next. We're in partnership…where should we go?

Acquisition – competitions

On a more down to Earth budget

Objectives
Convert email contacts to Facebook
Improve conversion rate from visit to like for Facebook page
To develop comms channel that allows less formal and more frequent contacts

Seeding

Results
#3 University behind Oxford & Cambridge
< £.50 per conversion
Model successfully applied to Twitter & Flickr

Lessons & success factors
Response peaks quickly – make your call to action page perfect for launch!
A/B test first if you can
Ts & Cs
Make them clear, engage openly with any questions
Track behaviour on your own web site
Use campaign tracking URLs in seeding
Set up goals to track entries
Set up profile to report traffic from Facebook
Make entry dependent on a(ny) viral action
See below for Facebook Ts & Cs

Engagement - matches

Engagement - matches
Photos from previous matches
Videos from previous matches
Ask people to predict the results
Ask for UGC from the match
Behind the scenes footage
Key techniques
Use #tag or Facebook Livestream
Use Facebook Questions app
Let’s see if you’re truly social – Tweet more ideas for engaging your users at matches using #sportsCRM

Key technique: content plan

Your content plan template
Tweet content ideas about the type of events and activities you have coming up in the next month
You know by now ... #sportCRM

And my stab at your content
Tournaments
Cups
Think age ranges – youth to seniors
Race meetings
Ladies day
Magic weekend
Wimbledon – tickets?
Community work
Transfer speculation
VIP visits
Sportivate & summer coaching sessions ...

First (next?) steps for CRM
How can your social media content plan enhance your planned marketing/CRM-based activity?
Bums on seats
Friend get friend
Kit sales
Use competitions to:
Acquire social contacts
Acquire CRM contacts
LINK social and CRM contacts

Simple analytics
New contacts – CRM system
New contacts – social networks
Linked contacts – exist in CRM, but you know their social network user name

Assumptions
You already “do” social media – well
You know your communications & business objectives for both social media & CRM
Your web site is well designed for the “social basics”
Subscribe functionality in place
Share functionality in place
Semantic mark up in place (or planned)
Essentially, you’re ready to step up a gear

Semantic mark up
The visitor sees
The London Cup
Richmond Hockey Club
July 12th – 16th
Facebook & Google see
The London Cup This is an event that you can attend
Richmond Hockey Club I see the coordinates, I can show them on a map
July 12th – 16th I see that’s a date, I can show this event in a listing

Revisit your web site
Events
Clubs
Sports teams
Sports leagues
Athletes

ReachingFacebook information

Museum of Me

Feedback / ideas
Idea to encourage early arrival – 1st X people in crowd get a free beer
Personalised merchandise – email goes to fan showing mock up of their name on shirt in time to order for their birthday

Simpler to do – Jibjab

Birthday reminders

Integrating to your site

Video launch + competition

Cross-network competitions

Capturing Facebook information
User
About_me
Activities
Birthday
Education
Events
Groups
Hometown
Interests
Likes
Location
Photos & tags
Videos & tags
Religion & politics
Web site
Work history
Email
Friend lists
Friends
As the user, apart from
Email
Friends list

Boring but noteworthy

Discussion
Birthday reminders = perfect use of social graph allied to core offer
And ideas like this are the key to your social media/CRM success
Ideas for your sport?
Tweet them on #sportsCRM
I’ll curate them later

Some more ideas to explore
Entry systems
Competitions
Ticket purchase
Kit sales (birthday presents?)
Top trumps
Match days – mobile apps
Check in + deals
Fan  fan banter

Success factors
Simple and compelling offer
A(ny) viral action
Like’s best
Share
Tag
Gains permission to the real gold

Social commerce

Analytics

Analytics
CRM
1 simplistic model

My (your?) end goal
Link these elements
Web site behaviour (pre-registration)
Web site behaviour (post-registration)
Social media demographic information
Social media behaviour
Response to offers / marcomms channels
Customer/fan purchase behaviour / lifetime value
Then act accordingly
You map user journeys
For demographic/segments
Engage with each segment on its terms
& take each individual on his/her “correct” journey to achieve your objectives

Recap
Have clear objectives
Make your digital properties “ready”
Find a way to link CRM contacts with their social presence
Always, with their permission
Next conversations
CRM vendor capabilities & roadmap
Analytics vendor capabilities & roadmap
CMS vendor capabilities & roadmap

Another recap
Find a way to link people in your CRM system to their social media personas – with their permission

Age issues
http://www.nspcc.org.uk/Inform/cpsu/resources/briefings/social_networking_services_wdf69029.pdf
http://www.nspcc.org.uk/Inform/cpsu/cpsu_wda57648.html

Hat tips
Read these!
www.facebook.com/socialmediainsports
https://developers.facebook.com/policy/
www.mashable.com
www.techcrunch.com
http://info.gigya.com/rs/gigya/images/SSO-MarketResearch.pdf
https://www.facebook.com/promotions_guidelines.php
http://www.socialcustomer.com/

John Duffy, Marketing Director
Questions?
john@nemisys.uk.com
@johnrduffy
Download this deck & others from: www.slideshare.net/johnrduffy

Sales spiel
Obviously we produce web sites, promote events, consult on digital strategy and social media, create mobile & web apps
In addition to that we have developed some technologies that we can plug in to other peoples’ web sites and CRM systems
Read on if you’d like to know more

Get Active Portal
This is the London version of our national sports venues, events and activities portal
NGBs – list all your clubs & events on this platform
Professional clubs – list your community events (you won’t need us for your league fixtures!)

Ipadio
ANY phone call live to ANY web site
Or moderated before publishing if you prefer!
Sports uses
Pre & post match interviews
Commentary
Bring fans closer to players
Enter competitions
CRM uses
Take audio direct to customer record from phone
Take key stroke data direct to a customer record via customisable “voice forms”
Take customer surveys using audio and key pad direct to their record
www.ipadio.com

Vodpod
Take input from ANY webcam to YOUR web site or app
With moderation, of course
Used by British Horse Racing Authority for The Filly Factor
Webcam on & have a go
www.nemisys.uk.com/vodpod

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Social media and CRM in sport

by John Duffy on Jun 10, 2011

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Social media and CRM in sport — Presentation Transcript