Digital Sport Summit 2010 - Nick Marvin

HOW MANAGEMENT CAN USE SOCIAL MEDIA TO THEIR ADVANTAGE NICK MARVIN – PERTH WILDCATS

INTRODUCTION
Discussion points...
Context – Uniqueness of Sports Marketing & Management
Media Management
Brand Management
Personnel Management

CONTEXT
Non-sporting business model...

CONTEXT
Sporting model...

CONTEXT
Exclusive..
A sporting customer is almost always an exclusive customer.
In a non-sporting environment customers are extremely likely to use multiple providers. There may be a preference but rarely exclusive.

CONTEXT
For Life...
Further, a sporting customer is typically one for life.
It is extremely unlikely that a Collingwood fan will switch to becoming a Carlton fan.

CONTEXT
Why the context?
No amount of resource investment will attract customers who are already committed to a competing brand
Whilst it is important to expand your prospect base (horizontally), it is just as important to move your fans up the vertical relationship chain from non-financial supporters and advocates into long-term paying members
Commitment to a sporting brand is made quite early in life – for life
Commitment is usually by early family direction or early ‘defining moment’

CONTEXT
Winning isn’t everything...
Despite just one premiership (1966) since commencing in 1897 St Kilda fans are not leaving for other clubs.
Same with the Demons fans (1964) last premiership
Bulldogs (1954) last premiership.
Dockers are yet to register a win since 1995.
Even though it is the primary purpose of existence - winning is not everything in sport!

ENGAGEMENT IS EVERYTHING
So what is?
ENGAGEMENT
tribal - belonging

ENGAGEMENT IS EVERYTHING
What are social media fans looking for?
28% of men and 20% of women – sense of belonging!
22% of men and 29% of women – to gain exclusive content/news
27% of men and 28% of women – be the first to know information
52% of men and 34% of women – to show others I support the brand
Source: CMB (500 Facebook fans and 240 Twitter fans)

ENGAGEMENT IS EVERYTHINGT
Less than five...
Online users are most likely to follow less than five brands. Make sure your one of them.
72% of online users follow four or less brands
75% of men and 68% of women
Also note that one in five users follow no brands at all.

NGAGEMENT IS EVERYTHINGT
How to engage...
Open up the club to the fans. This year we will launch a social media page that brings together twitter/facebook updates from the following:
Coach
Players
Team Manager
Community Manager
Media Manager
CEO
This will give our fans a multi-dimensional view of the entire club. We plan to employ a dedicated social media manager

CONVERTING FANS TO CUSTOMERS
More likely to buy...
51% of Facebook and 67% of Twitter users are more likely to buy since becoming a fan/follower
CMB Consumer Pulse 2009/2010.

Discounts & Promotions...
35% of men and 43% of women follow a brand for discounts and promotions

Advocates and evangelisation
60% of Facebook fans and 79% of Twitter fans are more likely to recommend at least one brand since becoming a fan/follower
Online recommendations are seen as more authentic in social media context than otherwise

Key notes...
Spread the risk – engage through facebook, twitter, foursquare, community forums, blogs and email
Gambling everything on one medium can be dangerous – e.g. Myspace
No need to always be the first...the second mouse gets the cheese
Ensure authenticity (no ghost writers)

Key notes...2
Avoid controlling your personnel by using controls
Ensure the brand is linked to the name e.g. @sunswebmaster
Mobile use is on the rise (twice more active) according to facebook
Need to move from CRM to SCRM
Off-line strategies can be just as important

MEDIA
Conventional Media strategy
Conventional media is becoming less relevant
FAN CLUB Press Release / Media Event

MEDIA
Go Direct...(like Dell)
Engage with your fan base direct through social and online media strategies
Social Media FAN CLUB

MEDIA
Going direct through social media
Whilst a broad brush media strategy is important going direct through social media has its advantages:
Real time
Direct to the fan/member
More authentic – no need to sensationalise to get coverage
More frequent
No noise – tell your story without dilution/embellishment
Appropriate length – short and pithy for the busy and long/detailed for those that want the full story

BRAND MANAGEMENT
Brand Reality
Just like marketing has transformed to go upstream in designing and delivering appropriate products and services instead of its traditional role of push selling....
Brand reality is no longer what you say it is but what your customers and fans say it is.
Uncontrolled communications

BRAND MANAGEMENT
Brand Management
You need to know what people are saying about your brand...
Social media gives you tools to do this

BRAND MANAGEMENT
Brand Alerts – google alerts

BRAND MANAGEMENT
Brand Alerts – backtype.com

BRAND MANAGEMENT
Brand Alerts – socialmention.com

BRAND MANAGEMENT
Manage your brand in real time – Virgin Blue

PERSONNEL MANAGEMENT
Personnel Management
Social media gives you an insight in to current and existing staff both on and off the court.
Get a better understanding of their work-life balance and needs
Find out in real time their major concerns, peer relationships

PERSONNEL MANAGEMENT
Player Management
Gain an understanding of players before recruiting them
Understand their social lifestyle and whether it matches your organisation

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Digital Sport Summit 2010 - Nick Marvin

by Nick Marvin on Jul 07, 2010

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Digital Sport Summit 2010 - Nick Marvin — Presentation Transcript