Using Social Media in the New Sports Community
Upcoming SlideShare
Loading in...5

Using Social Media in the New Sports Community



This is a presentation that I gave at the 2010 Major League Baseball Winter Meetings to a group of

This is a presentation that I gave at the 2010 Major League Baseball Winter Meetings to a group of



Total Views
Views on SlideShare
Embed Views



0 Embeds 0

No embeds



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    Using Social Media in the New Sports Community Using Social Media in the New Sports Community Presentation Transcript

    • The New Sports Community
      Using Social Media to Increase Awareness, Drive Traffic and Generate Coverage
    • Introduction
      Born: Lawton, Oklahoma 1970
      First Computer: Fairfax, Virginia 1983
      Stumbled Upon Internet: 1992
      Built First Web Site: IBM 1996
      Started TEKGROUP: 1998
      Works with using social media and
      social networks to generate press
      coverage, drive traffic to web sites,
      and help increase the awareness of
      both small and large organizations.
      Steve Momorella
      TEKGROUP International
    • Is this Social Media? Yes.
    • But this is also social media…
    • And yes, this too…
    • People are:
      Talking about the Pawtucket Red Sox on Facebook.
      Talking about the Durham Bulls on Twitter.
      Talking about the Philadelphia Phillies on Digg.
      Sharing tailgating photos from a World Series game on Flickr.
      Actively liking (or disliking) draft picks or trades.
      Looking for things to do on the weekend.
      Watching YouTube videos of their favorite players
      Searching blogs for the best deals on tickets and merchandise.
      Using Twitter to keep up with managerial and player moves.
      Why social media is important to your brand
    • The Scouting Report
      Facebook Users
      Twitter Account Followers by League
      Tweets During NBA Finals vs. World Cup
      Twitter Activity By MLB Team
      YouTube Videos
      News on Digg, Reddit and other outlets
      The Scouting Report
    • 500,000,000
    • 500,000,000 Facebook Users60,000,000 update their status every single day
    • 2,124,124
    • Number of Followers on Twitter for Major Sports Leagues
    • 3,283
    • Data visualization of the volume of tweets during World Cup 2010 matches. The record
      for number of tweets per second was set at 3,283. Tweets per second. Worldwide.
      Four days later that record was broken during the Lakers/Celtics championship game.
      An average day on Twitter is 750 tweets per second.
    • 548
    • MLB Team Twitter Accounts
    • Community
      Fan outreach / contest
      Key influencer
      Minor League news
    • People are watching 2 billion videos a day on YouTube
    • DIGG gets more than 6,000,000 visitors per month reading and voting on news.
    • Reddit gets nearly 2,000,000 visitors per month reading and voting on news.
    • Today’s Lineup
      Increase Awareness
      Drive Traffic
      Generate Coverage
      What’s On Deck
    • Increase Awareness
      Brand recognition
      Share of voice
      Creating network of localized content
      Engage fans & youth players
      Content, content, content
      Community based programs & outreach
      Increase Awareness
    • Your organization is your brand
      Consistency of social media message
      Cross promote offline & online campaigns
      Picture worth 1000 words; Video worth 10,000
      Increase Awareness: Brand Recognition
    • Who are your competitors?
      Other events going on locally
      Teams in fringe cities where fans have choices
      Percentage that your brand makes up of the overall set of news and messages online
      Increased Share of Voice = Increased Awareness
      Increase Awareness: Share of Voice
    • Offer a network of local content
      Automate news feeds from your farm system
      Increase Awareness: Localized Content Offering
      Sponsored by
      Your Team
      other sports (farm)
    • Leverage existing fans and brand enthusiasts
      Create brand evangelists
      15-25 year olds are very active in social media
      Increase Awareness: Engage with Fans & Youth
    • More & Better Content = More Awareness
      Create content channels from within your organization from top to bottom
      Repurpose existing content
      Establish editorial calendar outside of games
      Contests, polls, Top 10 plays, videos, voting
      Increase Awareness: Content, Content, Content
    • Promote off field activities in the community
      Keep awareness high during off-season
      Create online community programs
      Increase Awareness: Community Outreach
    • Web Site
      Online Newsroom
      Store & Ticket Sales
      Other Social Media Sites
      Drive Traffic
    • Identify “landing pages” on your web site
      Create special hyperlinks that are trackable
      Use social media to drive traffic
      Drive Traffic: Web Site
    • Create automated feeds of your press releases and media content
      Journalists use Twitter to search for stories
      Promote your news content
      Drive Traffic: Online Newsroom
    • Identify all products and specials that are running in your online store
      Create trackable hyperlink
      Social media promotions for coupons
      Drive Traffic: Store & Ticket Sales
    • Cross promote between various social media channels
      Relevant links between sites helps with SEO
      Drive Traffic: Other Social Media Sites
    • Blogs
      Traditional Media
      Social Media Outlets
      Generate Coverage
    • Generate Coverage: Reach
    • Build relationships with key bloggers in your city (both sports and non-sports related)
      Create your own blog to offer story ideas and to provide insight into your organization (behind the scenes)
      Create ongoing blog editorial calendar that syncs with existing communications messages
      Generate Coverage: Blogs
    • Most print, TV, and radio outlets also are on social media – follow and friend them
      Provide links to your social media channels in all traditional press outreach (email, fax, mail)
      Make your use of social media the story
      Generate Coverage: Traditional Media
    • Treat social media outlets as legitimate news outlets (Twitter, Facebook, Digg)
      Breaking news (good and bad) on social media will spread quicker and also stay relevant longer
      Create relationships with key social media influencers in your city
      Generate Coverage: Social Media Mentions
    • Generate Coverage: Monitoring
      It is no longer enough to just monitor traditional media outlets
      Setup a social media dashboard that shows you metrics from your efforts
      Many free packages exist that allow you to track online mentions
      Monitor your competition
    • What’s On Deck
      Evaluate Where You Are
      Social Media Strategy
      Determine goals
      Centralize content
    • Create quick list of social media outlets that you currently have and baseline numbers
      Who in your organization is responsible for social media?
      Do you have a social media policy?
      What are your competitors doing in social media?
      What’s On Deck: Current Evaluation
    • Start with an organization wide policy
      State your intended goals
      Create a plan and editorial content calendar
      Monitor and measure successes
      What’s On Deck: Social Media Strategy
    • What’s On Deck: Determine Goals
      Share of Voice
      Follower Base
      Cost/Time Savings
    • Create a centralized online newsroom
      Repurpose existing content into news channel
      Categorize content (community, players, team)
      Use email alerts and social media distribution
      What’s On Deck: Centralized Content
      Online Newsroom
    • Based on goals, determine the appropriate measurement criteria and metrics that you want to track
      Make the dashboard available within your organization
      Update with new tools and techniques
      Create dashboards for your competitors to monitor their use of social media
      What’s On Deck: Internal Dashboard
    • What’s On Deck: Mobile
      Significant amount of social media usage is done on iPhone, Blackberry
      Ensure that your messages are readable in mobile formats
      Engage with people 24x7
      Offer exclusives and incentives only to social media and mobile users
    • Extra Innings
      Extra Innings
      Athletes & Social Media Case Study: 49ers' Takeo Spikes
      The NBA and Social Media - A case study
      Blackhawks Tweet Their Way to Success in NHL Marketing Lesson ...
      Case Study: NBA Social Media Strategy & Tactics
      Social Media Turns Good Sports Fans Into Great Ones
      The Technology Behind the World Series
    • Steve Momorella