Robinson pincus sponsorship&socialmedia.pptx

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An overview of why sponsorship and social media are the perfect communication partners, including the results of research into how people consume sport through social media.

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Robinson pincus sponsorship&socialmedia.pptx

  1. 1. SOCIAL MEDIA + LOYALTY + SPONSORSHIP
  2. 2. WHY ARE SPONSORSHIP HOW IS !AND SOCIAL MEDIA THE SOCIAL TECHNOLOGY ! PERFECT PARTNERS ?! SOCIAL MEDIA HELPING LOYALTY?! SPONSORSHIP LOYALTY WHY DO SPORTS SPONSORS HAVE SUCH AN ADVANTAGE WHEN IT COMES TO LOYALTY?!
  3. 3. WHY IS SOCIAL MEDIA !THE PERFECT PARTNER ! FOR FAs?!
  4. 4. SPORTS FANS LIKE ACCESSING FOOTBALL THROUGH SOCIAL MEDIA… ACTIVE, COMMITTED FANS:!THE PERFECT ENVIRONMENT FOR LOYALTY.!
  5. 5. SPORTS FANS SHAPE AND SHARE CONTENT MORE THAN YOU MIGHT THINK. 68% actively 83% share contribute On average, content with through people share connections that blogging, content they like share their posting and with 66 others. passions. sharing. CONNECTED, SOCIAL FANS:!THE PERFECT ENVIRONMENT FOR ‘GROWTH’.!
  6. 6. BUT, THESE FANS HAVE CHOICES AS TO WHERE TO GET CONTENT… Official Social Fanbase Unofficial Social Fanbase 10 million 30 million + 5,700 + 15,000 +SPONSORS NEED TO ENGAGE FANS…TO ’CAPTURE THEM’.!
  7. 7. CAPTIVECONTENT CONVERSATION AUDIENCEFEEDING CONTENT TO FANS IS ‘STORY TELLING’.!
  8. 8. PROMOTE: 5 MILLION PROMOTE: 14 MILLION STORY: WRESTLEMANIA 27 IS COMING!! SHARING: 30% +FACEBOOK OTS 11,700,000 INTERACTIONS: 10,000 PER DAY
  9. 9. HOW IS SOCIAL TECHNOLOGY HELPING LOYALTY?!
  10. 10. BEFORE, THERE WAS DIALOGUE.Brand Consumer 2-Way ONE TO ONE RELATIONSHIPS ARE GREAT.! BUT TODAY, EVEN CONVERSATIONS AREN’T ENOUGH.!
  11. 11. NOW, THERE IS ‘TRIALOGUE’.Brand Consumer 3-Way Friends SOCIAL TECHNOLOGY MAKES WORD OF MOUTH EASY.!AND LOYALTY INCENTIVES ARE GREAT FOR CONVERSATION.!
  12. 12. BUT, THE BRANDS WITH THE BIGGEST FOLLOWING OF CONSUMERS BRING IN SOMETHING EMOTIONAL TOO. ‘Closest connection ever’ 3.5 million, 1 night 17 million IN TODAY’S SOCIAL WORLD, ! GROWING LOYALTY IS AS MUCH ABOUT ‘STORIES’ AS ‘SAVINGS’!
  13. 13. WHY DO SPORTS SPONSORS! HAVE SUCH AN ADVANTAGE !WHEN IT COMES TO BUILDING LOYALTY?!
  14. 14. BECAUSE EMOTION SITS AT THE VERY HEART OF WHAT IT MEANS TO BE A SPORTS FAN.Federation Sports Fan Shared Experience
  15. 15. WHERE’S THE REVENUE?!
  16. 16. TICKETS & PAID FOR CONTENT MERCHANDISE SOCIAL MEDIANEW POINT OF SALE! NEW VALUE FOR SALE! E.G. FACEBOOK! E.G. APPS ! REVENUE! SPONSORSHIP LOYALTY NEW AUDIENCE FOR SALE! SPONSORSHIP & ADVERTISING I.E. SOCIAL !
  17. 17. TICKETS &MERCHANDISE
  18. 18. PAID FOR CONTENT
  19. 19. SPONSORSHIP & ADVERTISING
  20. 20. To capture your audience you need to capture how they behave. Your fanbase love consuming sport through social media. Stories are as powerful as savings for keeping fans coming back (loyalty).Social Media helps you listen to your fans & understand what motivates them. Big, active, loyal audiences offer a number of revenue channels.
  21. 21. INSIGHT IS EVERYTHING CHEAP TICKETS STATISTICS NATIONAL PRIDE CELEBRITY WINNING SOCIALWHAT MOTIVATES YOUR FANS?!
  22. 22. josh@robinsonpincus.comrobinsonpincus.blogspot.com @robinsonpincus Mob: +44 (0)7771 903889

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