You can’t expect people tocome to you.You have to meet them wherethey already are.
How does social media fit in with our overall marketing and advertising strategy? How does social media fit in with our communications and media relations framework?
What do we want to Set measurable goals. accomplish? • Ticket Sales Generated Increased Brand • Event Attendance Awareness/Positive Brand • Number of “Likes” or Influence “Followers” Engaging in Dialogue with • Media Coverage Consumers • Levels of Engagement Providing “Insider” Content Promoting Specific Events Selling Tickets/Fundraising
Short Messages, Photos, Links, or a Call to Action Interact with Consumers Player Interaction 700-20,000 Followers @Bernie_Brewer @Brewers @Brewercom @BrewersCF @BrewersHistory @JohnAxford @Adidas219 @TheRealTPlush
Interact with Consumers via Updates, Photos, Notes, Links Listen in on Conversation Promote Events Ticket Offers Over 400,000 People “Like” Us Facebook.com/Brewers
“Third Party” Endorsement or Provide Behind-the- Scenes “Insider” InformationBrewers Blogs
Mix of Media and Marketing There is No Offseason Event Coverage ◦ Photo Day ◦ Spring Training ◦ Field of Sweet Dreams ◦ Bowl-a-Thon ◦ Commercial Shootbrewers.mlblogs.com
$3.17 Field and Loge Level tickets for the April 6 & 7 games were offered on St. Patrick’s Day, 2010 Promoted via Facebook, Twitter, E-Mail, Blog, Staff and Message Boards Used unique passwords and click conversion rate to track the success of each medium Highest Order Number: E-mail, Facebook Highest CCR: Blog, Staff, E-mail 11,500 Tickets Sold
$4.01 Loge Outfield, Club Outfield and Loge Bleachers tickets for the April 25, 26 and 27 games were offered on April Fools’ Day 2011 Promoted via Facebook, Twitter, E-Mail, Blog, Staff and Message Boards Used unique passwords and click conversion rate to track the success of each medium Highest Order Number: E-mail, Facebook Highest CCR: Staff, E-mail, Twitter, Blog 20,000 Tickets Sold
John Axford Bobble Head Day was Easter Sunday, April 24 vs. the Astros. Packages created for $59 in the AirTran Airways Landing Zone and Harley- Davidson Deck (All- Inclusive Areas) Promoted solely through @JohnAxford Sold 100 packages in minutes
Designed as a fun, interactive promotion with a strong social media component Doubled @Bernie_Brewer’s Twitter following in one week; #1 MLB Mascot Simple, regional promotion generated overwhelming response & national attention
Blog preview of auction Pre-promotion on Facebook and Twitter Updates and Photos posted to Facebook and Twitter
Behind-the-scenes access Immediately following the game, updates went out on Facebook and Twitter Generated overwhelming response: ◦ “Trevor Hoffman” became a trending topic on Twitter ◦ Photos and Facebook posts received thousands of “likes” and comments over the next few days
Help Consumers Find Us Where They Are Promotion through e-mail blasts, in- game inventory, etc.brewers.com/connect