Social media sponsorship

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Social media sponsorship

  1. 1. How Social Media is Shaping  Sponsorship Contribute to The Debate Live on #smands www.totalsponsorship.co.uk
  2. 2. movements not campaigns
  3. 3. movements not campaigns
  4. 4. movements not campaigns
  5. 5. expressions not impressions
  6. 6. expressions not impressions
  7. 7. expressions not impressions
  8. 8. expressions not impressions
  9. 9. emotion not eyeballs 10000000 Yoplait 9000000 “Save Lids to  8000000 Save Lives”:  2nd Spike 7000000 6000000 Year 4 5000000 Year 3 4000000 Year 2 3000000 Year 1 2000000 1000000 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Source: Yoplait presentation at IEG
  10. 10. emotion not eyeballs
  11. 11. credit not awareness
  12. 12. credit not awareness
  13. 13. credit not awareness
  14. 14. business not just marketing
  15. 15. outcomes not outputs
  16. 16. +1 open source
  17. 17. unsocial social Advertise Entertain Inform Inspire Attention Participation ID Content Televised Friended One to one Many to many Impressions Expressions Campaigns Movements Control Leverage
  18. 18. Bob Stapleton: Owner HTC Columbia  Q+A
  19. 19. HTC Columbia  Introduction  Video
  20. 20. Bob Stapleton: Owner HTC Columbia  Q+A
  21. 21. The Sony Ericsson Approach Calum MacDougall Global Marketing Partnerships Director April 15th 2010 CONFIDENTIAL 22
  22. 22. 1 in 6   10% +  Ashton Kucher & Ellen DeGeneres 25%+
  23. 23. Impact of Social Media on Sponsorship  Rights choice & activation  CONFIDENTIAL
  24. 24. Sponsorship  Objectives  1. Brand Visibility/SoV 2. Drive Sales  3. Loyalty: user engagement & CRM Activation Strategy Fan centric  Deliver unique experiences & ways to access  and share content   Tactics 1. Brand Visibility/SoV: WTA 2. Drive Sales: FIFA promotions/content 3. User engagement & CRM: Social Media  
  25. 25. Sponsorship  Objectives  1. Brand Visibility/SoV 2. Drive Sales  3. Loyalty: user engagement & CRM Activation Strategy Fan centric  Deliver unique experiences & ways to access  and share content   Tactics 1. Brand Visibility/SoV: WTA 2. Drive Sales: FIFA promotions/content 3. User engagement & CRM: Social Media  
  26. 26. Sponsorship  Objectives  1. Brand Visibility/SoV 2. Drive Sales  3. Loyalty: user engagement & CRM Activation Strategy Fan centric  Deliver unique experiences & ways to access  and share content   Tactics 1. Brand Visibility/SoV: WTA 2. Drive Sales: FIFA promotions/content 3. User engagement & CRM: Social Media  
  27. 27. Sony Ericsson Activation in Social  Media  CONFIDENTIAL
  28. 28. “Opportunities in social media seem boundless: the best do  not seek to disrupt conversations but to integrate – to add  something useful and compelling” Nuri Djavit, founder & CEO, Last Exit   
  29. 29. The 2010 FIFA World Cup™  on  Twitter Fast Facts: • Over 150,000 Tweets  • England out front  • Heavy media interest 
  30. 30. WTA Super Fans 
  31. 31. How Social Media is Shaping  Sponsorship Contact:  Adam Lewis, Total Sponsorship from Burson‐Marsteller: adam.lewis@bm.com or @adamlewis10 Emily Rogers, IEG: emily.rogers@sponsorship.com

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