Fan Engagement: Sports Social Media Done Right

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The basics of social media prepared for those in sports marketing. A presentation by Pursuant Sports

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Fan Engagement: Sports Social Media Done Right

  1. 1. Social Media 101 Leveraging Social Media for Sports MarketingAn Introduction<br />http://www.flickr.com/photos/24704473@N07<br />http://www.flickr.com/photos/zacheverson/2259577982/<br />http://www.flickr.com/photos/hectoralejandro/3499429624<br />http://www.flickr.com/photos/localandbitter/sets/72157601501234353/<br />http://www.flickr.com/photos/jancyclops/4302613514<br />
  2. 2. Social <br />Media is…<br />
  3. 3. But…<br />not really.<br />
  4. 4. You Can’t Leverage Social Media!<br />Until “Fan Loyalty” is defined as you being loyal to your fans – your organization will not use social media in it’s most impactful way.<br />
  5. 5. Social Media really is a large, emerging conversation that is…<br />
  6. 6. powered by…<br />
  7. 7. “Your fans are the message”<br /> -Marshall McLuhan(sort of)<br /> “The medium is the message” guy<br />
  8. 8.
  9. 9. Building Fan Loyalty<br />Front offices being loyal to their fans!<br /><ul><li>Conversations among human beings sound human. They are conducted in a human voice.
  10. 10. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  11. 11. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. </li></ul>http://images12.fotki.com/v212/photos/1/134799/3424959/superfan-vi.jpg?1173438754<br />The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000<br />
  12. 12. Building Fan Loyalty<br />Front offices being loyal to their fans!<br />The front office must talk to the people with whom they hope to create relationships. <br />To speak with a human voice, front offices must share the concerns of their communities. <br />“If you want us to talk to you, tell us something. Make it something interesting for a change.” <br />“We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other.”<br />http://img.stern.de/_content/52/90/529061/Fan_Eisschnellauf400_400.jpg<br />
  13. 13. spectators<br />one-way<br />creatives<br />critics<br />joiners<br />http://www.swimwatch.net/uploaded_images/coach-yelling-at-athlete-716268.jpg<br />Broadcast Media <br />Social Media <br />http://www.fitzroyjuniorfc.com.au/2008/Images/Week%206%20-%20U10%20Green/GroupHuddle_Coach.jpg<br />People have had a taste of two-way conversations around your brand. They won’t wait for you. <br />
  14. 14. In social media, you might be the topic of conversation without being the center of it<br />SOCIAL<br />MEDIA<br />BROADCAST<br />MEDIA<br />You will have to give up some control of your message in order to gain more influence.<br />
  15. 15. Differences in Tactics<br />BROADCAST<br />Front Office in Control<br />One Way / Delivering a Message<br />Repeating the Message<br />Focused on the Brand<br />Educating<br />Front Office Creates Content<br />SOCIAL MEDIA<br />Fans in Control<br />Two way / Being Part of a Conversation<br />Adapting the Message<br />Focused on the Fans / Adding Value<br />Influencing, Involving<br />User Created Content / Co-creation<br />Source: Slide 10 from "What's Next In Media?" by Neil Perkin<br />
  16. 16. A Helpful Metaphor<br />Approach #1<br />annoying, impersonal,<br />forces permission<br />Approach #2<br />natural, human, <br />authentic, requests permission<br />http://images.dailyradar.com/media/uploads/ballhype/story_large/2009/03/12/nfl_logo.jpg<br />The world’s largest outdoor cocktail party<br />
  17. 17. Resist AutomationOnce a communication system becomes automated…- efficiency is built into delivery- more communication can be done for less- messages are crafted for demographic groups- the communications sounds less human - the communication channel becomes less effective and more ignored<br />Yeah!<br />Yipee!<br />Good.<br />Oops!<br />Uh-oh!<br />
  18. 18. Consider What is Happening to Email<br />How many email addresses have you had?<br />Why do you have multiple, how is each used?<br />If your organization asked you for your email address, <br /> which one would you give them?<br />
  19. 19. Thinking Things Through<br />Objectives<br />Audience<br />Constraints<br />Strategy<br />Tactics<br />
  20. 20. Audience<br />Who are they?<br />Where will I find them online?<br />How do they use the social web?<br />What are they talking about?<br />What are they wanting?<br />Source: Beth Kanter, from 10/08 Share Our Strength presentation <br />Image: http://blog.pandora.com/pandora/archives/sports-fans.jpg<br />
  21. 21. Who is your audience?<br />Source: Forrester, Groundswell<br />
  22. 22. Who is your audience?<br />Source: Forrester, Groundswell<br />
  23. 23. Who is your audience?<br />Source: Forrester, Groundswell<br />http://www.forrester.com/Groundswell/profile_tool.html<br />
  24. 24. Objectives<br />Ticket Sales?<br />Brand Equity?<br />Fan Experience?<br />Customer Service?<br />Other?<br />PICK ONE OBJECTIVE TO START WITH<br />Notice that “press release outlet” is not on the list<br />
  25. 25. Constraints<br /><ul><li>Personnel?
  26. 26. Personnel experience?
  27. 27. Personnel time capacity?</li></ul>Budget?<br />Communication policies?<br />What is non-negotiable?<br />
  28. 28. StrategyRemember this is all based on building loyalty and trust!<br />Listening strategies?<br />Engagement strategies?<br />Motivation strategies?<br />
  29. 29. Online Listening<br />Questions in preparing your organization to listen<br />Who will do the listening and responding?<br />What is your response policy to criticism/praise/questions?<br />How much time is allocated?<br />How will you analyze and share results?<br />What are the benchmarks to measure usefulness?<br />Beth Kanter, Listening Literacy<br />
  30. 30. Online Listening<br />Keyword Search Suggestions<br />Organizational Name<br />Peer names in your space<br />Other peers with similar sounding names<br />Program/Services/Event Names<br />Owner, GM or well known associated personalities<br />Brand or tagline<br />URLs of your online properties<br />Industry terms or phrases related to your mission<br />Your known strengths and weaknesses<br />Beth Kanter, Listening Literacy<br />
  31. 31. Social Media Listening<br />
  32. 32. Participate<br /><ul><li>Ask questions
  33. 33. Comment on others blogs posts
  34. 34. Compliment others content
  35. 35. Forward and link to others content</li></ul>Generate Buzz<br /><ul><li>Open profiles on social bookmarking and crowd-sourcing sites like digg and stumbleupon
  36. 36. Bookmark content you like and share your profile
  37. 37. Promote others content through services like digg, mixx and newsvine</li></li></ul><li>Share Content<br /><ul><li>Take time to create content that address any recurring questions your fan base is asking.
  38. 38. Listen for where and when your content can be used to help a conversation or answer a question.
  39. 39. Answer the questions by directing people to the content you have created.
  40. 40. Host contests, quizzes and giveaways directly in these spaces. Draw in non-baseball fans because of your respected use of the tool.
  41. 41. Develop strategy and tactics for mascots, play-by-play, concessions, players, coaches</li></li></ul><li>Tactics<br />Finally, consider the tools for<br />Listening<br />Participating<br />Sharing Your Story<br /><ul><li>Spreading Awareness
  42. 42. Generating Buzz
  43. 43. Social Networking For Motivation and Action</li></li></ul><li>Tactics and Tools over Time<br />Community Building & Social Networking<br />Share<br />Content<br />Generate Buzz<br />Listen<br />Participate<br /> 20hr<br /> 5hr<br /> 10hr<br /> 15hr<br />Less Time<br />More Time<br />Adapted from Beth Kanter<br />
  44. 44. Giving Up Control<br /><ul><li>How you respond to criticism will say a lot about you and your organization.</li></ul>Not all content is precisely right, but the majority is generally right. <br />Not all of your interaction will be positive or favorable.<br /><ul><li>Pick your battles and be willing to apologize when necessary. </li></ul>Source:firstgivingpresentation, Using social media to expand your fundraising horizons<br />Image: http://paultan.org/photo/albums/2009-honda-city-malaysia/Steering%20Wheel.jpg<br />
  45. 45. Suggested Online Bibliography<br />SportsNetworker - http://www.sportsnetworker.com<br />Take A Peck- <br />http://www.jasonfpeck.com/<br />The Business of Sports - http://www.thebusinessofsports.com/<br />Sports Marketing 2.0 - an open online community moderated by Pat Coyle of http://www.patcoyle.nethttp://www.sportsmarketing20.com/<br />
  46. 46. Social Media Strategic Planning Strategic Planning for the Sports Front Office<br />http://www.flickr.com/photos/24704473@N07<br />http://www.flickr.com/photos/zacheverson/2259577982/<br />http://www.flickr.com/photos/hectoralejandro/3499429624<br />http://www.flickr.com/photos/localandbitter/sets/72157601501234353/<br />http://www.flickr.com/photos/jancyclops/4302613514<br />
  47. 47. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Audience, Objectives, <br />Constraints and Strategy<br />
  48. 48. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Google Reader<br />Google Reader-keywords<br />*org name <br />*programs and events <br />*Owner, GM, Coach <br />*other teams in space <br />*URLs of site and blog <br />*industry terms related to local fan interest<br />*Subscribe to key bloggers in your space <br />AVOID GENERAL TERMS. <br />Find New Blogs:<br />Technorati.com<br />Alltop.com<br />Icerocket.com<br />
  49. 49. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Twitter<br />Reveal More in Bio<br /><ul><li>One sentence dedicated to overall mission
  50. 50. One sentence to explain purpose of twitter presence
  51. 51. One sentence to show authenticity of who is behind it</li></ul>For instance…<br /> “Great family baseball experience. Using twitter to connect with fans. You may hear several of our voices through this profile. Nice to tweet you!”<br />*Follow back all real people <br />*Block spammers and marketers <br />Find and follow<br /><ul><li>Individuals who tweet about mission
  52. 52. Like minded organizations /peers Corporate relations/partners</li></ul>Don’t follow more than 200 than who is following you until you reach about 1000 followers<br />Place personal Twitter handle in “Name Field”<br />Best Practices<br /><ul><li>Background photo should be as fan centric as possible
  53. 53. Actively seek to reply and retweet others
  54. 54. Include home page link in the bio</li></li></ul><li>Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Twitter<br />Great Practice<br /><ul><li>Shows largest following because of fan expectations
  55. 55. Be more engaging with fans
  56. 56. Give then an experience, a twitter autograph just for them</li></li></ul><li>Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Update Scheduler - Hootsuite<br />Top Efficiency Tactic<br />Used to schedule updates to multiple locations<br />Feedback and Stats<br />Measure effectiveness through easy reports<br />
  57. 57. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Facebook Profile and Pages<br />In facebook, your personal profile is the way for you to make initial connections and it gives you the chance to invite friends to fan pages. Privacy is customizable, but be willing to be open with most.<br />(Being aware you are on public display is a good governor when absent a social media policy)<br />Tutorial to create a custom welcome page for your facebook fan page<br />
  58. 58. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Blogs and Comments<br />Use comment management <br />service like Disqus.com <br />Commenting on other blog posts *What did they say well? <br />*Answer Questions <br />*Relay what others say <br />*Ask “what if ?” <br />*Review history and project future<br />Top Priority Tactic<br />Comment early and often on other blog posts that mention your team. <br />
  59. 59. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />Gmail<br />Gmail account to administrate should be friendly moniker like "bigteamfan@gmail“ <br />Load email contacts for future friend finding opportunities (gmail has 10k contact limit so be prepared to setup more than one account)<br />Annually, refresh these contact lists with a new export from your data.<br />Monthly, rotate these through your profiles to find new friends to follow<br />
  60. 60. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />General Tactical Notes-<br />YouTube<br />Incorporate Branding<br />Bio Should Include…<br /><ul><li>Fan-friendly welcome
  61. 61. Links to your sites
  62. 62. Full profile of information</li></ul>Open Comments<br />Fear of negative comments shouldn’t limit you from positive connections<br />“Subscribe to” and “Add as Friend” all peer organizations and individual who produce content around your mission.<br />
  63. 63. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Schematic Workflow<br />
  64. 64. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Tactical Matrix<br />
  65. 65. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Daily Tasks and Time<br />
  66. 66. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Task Order - Tool Tutorials<br />gmail.com - may need more than one<br />- sign up with name equivalent of “NorthwoodsLeaguefan@gmail.com”<br /> - also get NorthwoodsLeaguefan2, NorthwoodsLeaguefan3<br /> - load contact list from csv file (limit to 10,000 contacts per email account)<br />hootsuite.com- signup with primary gmail account<br />- connect personal twitter, team twitter, facebook fan pages, facebook personal profile<br />- feed YouTube RSS to Hootsuite on RSS/Atom tab <br />http://gdata.youtube.com/feeds/api/users/username/uploads<br />-set keyword search columns<br />- video tutorial – Setting up a hootsuite account <br />-video tutorial – Hootsuitehas a $1.99 iphone app<br />Google.com/reader- signup with primary gmail account<br /> - import known blog RSS feeds and keyword alert feeds<br />- video tutorial – Using Google Reader<br />
  67. 67. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Task Order - Tool Tutorials<br />youtube.com- signup with primary gmail account<br />-setup teamYouTube channel with matching username<br />disqus.com- signup with primary gmail account<br /> -setup disqusprofile and replace blog comment system<br />Discover New Bloggers<br />alltop.com- become familiar<br />technorati.com- become familiar<br />icerocket.com- become familiar<br />User Names - bring usernames into alignment - http://namechk.com/<br />
  68. 68. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Tactical Matrix<br />
  69. 69. Northwoods League, Social Media <br />Basic Strategic Engagement Plan<br />Daily Tasks and Time<br />

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