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Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
Social media sponsorship
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Social media sponsorship

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  • 1. How Social Media is Shaping  Sponsorship Contribute to The Debate Live on #smands www.totalsponsorship.co.uk
  • 2. movements not campaigns
  • 3. movements not campaigns
  • 4. movements not campaigns
  • 5. expressions not impressions
  • 6. expressions not impressions
  • 7. expressions not impressions
  • 8. expressions not impressions
  • 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. emotion not eyeballs
  • 11. credit not awareness
  • 12. credit not awareness
  • 13. credit not awareness
  • 14. business not just marketing
  • 15. outcomes not outputs
  • 16. +1 open source
  • 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. Bob Stapleton: Owner HTC Columbia  Q+A
  • 19. HTC Columbia  Introduction  Video
  • 20. Bob Stapleton: Owner HTC Columbia  Q+A
  • 21. The Sony Ericsson Approach Calum MacDougall Global Marketing Partnerships Director April 15th 2010 CONFIDENTIAL 22
  • 22. 1 in 6   10% +  Ashton Kucher & Ellen DeGeneres 25%+
  • 23. Impact of Social Media on Sponsorship  Rights choice & activation  CONFIDENTIAL
  • 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. 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. 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. Sony Ericsson Activation in Social  Media  CONFIDENTIAL
  • 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. The 2010 FIFA World Cup™  on  Twitter Fast Facts: • Over 150,000 Tweets  • England out front  • Heavy media interest 
  • 30. WTA Super Fans 
  • 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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