Flag	  on	  the	  Play:What	  College	  Athletics	  Hasn’t	  Figured	  Out	  About	  Engaging	  FansBrian	  Reichli#le	  m...
#"lagontheplay
@kathleenhessert@brianreich
Technology	  and	  the	  Internet,	  and	  their	  role	  in	  our	  lives,	  has	  changed	  how	  we	  communicate,	  ge...
Information	  moves	  FASTER.	  People	  are	  more	  closely	  CONNECTED.	  We	  all	  have	  DIFFERENT	  OPTIONS	  and	 ...
How	  organizations	  operate,	  organize,	  and	  communicate	  must	  be	  RE-­IMAGINED.	  	  The	  passion	  and	  inte...
What	  we	  are	  doing	  isn’t	  working	  anymore!
What’s	  NOT	  Working…• Missing	  out	  on	  the	  opportunity	  to	  engage	  casual	  fans.	  • Too	  much	  focus	  on...
Its	  Time	  For	  A	  New	  Playbook	  for	  Engaging	  Fans
Expand	  the	  de"inition	  of	  who	  is	  a	  “sports	  fan”
150+ MillionSports FansSports MediaIndustrialComplex1 2 3 4 5 6 7 8 9 10On	  a	  scale	  from	  1	  to	  10,	  a	  Casual	...
What	  do	  you	  think?
Keys	  To	  Successful	  Execution
Go	  Where	  Your	  Fans	  Are
Your	  audience	  will	  tell	  you	  what	  they	  want	  (and	  probably	  already	  are).
Stop	  broadcasting.	  Start	  a	  conversation.
Give	  fans	  a	  reason	  to	  participate	  and	  guide	  them	  to	  act.
#GoBlueEcosystem© 2012 Sports Media Challenge
20Just	  in	  case	  you	  were	  wondering...	  #GoBlue	  #LeadersAndBest	  vine.co/v/blWrr7hBTq0—	  Roy	  Manning	  (@Co...
GETTINGSTARTED
1.	  Compare	  and	  contrast.	  Audit	  your	  fans	  social	  experience	  for	  alignment	  with	  business	  goals.	  ...
  Athletic	  Departments	  need	  to	  ALIGN	  digital,	  social,	  and	  mobile	  campaigns	  with	  BUSINESS	  GOALS.	  ...
Visit	  http://www.buzzmgr.com/resources/flag-on-the-play/	  to	  download	  slides	  and	  notes.Brian	  Reichlittle	  m	...
OTHER	  EXAMPLES
-­	  Lavender	  Ladies	  (51%	  of	  Baltimore	  fans	  are	  women)-­	  25k	  members	  of	  Ravens’	  Purple	  Club-­	  ...
•	  FSU	  follows	  4•	  90,117	  people	  follow	  FSU•	  89,244	  have	  FSU	  in	  Circles•	  145	  in	  Google+	  FSU	...
Evian	  U.S.	  Open	  “Instawalk”•	  3	  superusers	  (combined	  600K	  followers)	  named	  to	  Digital	  Street	  Team...
Additional	  Thoughts
More	  than	  ever,	  fans	  are	  in	  control	  of	  their	  own	  information	  experience.If	  news	  and	  informatio...
In	  a	  connected	  society,	  brand	  is	  about	  experience.What	  your	  fans	  are	  saying	  about	  you	  matters	...
Brands	  believe	  they	  can	  create	  engagement	  through	  sponsorships	  and	  ads	  alone.	  But	  tickets	  and	  ...
Colleges	  and	  universities	  are	  uniquely	  positioned	  to	  leverage	  social.But	  the	  appetite	  for	  innovati...
There	  are	  many	  more	  fans	  than	  there	  are	  seats	  in	  your	  stadium.
Fans	  access	  sports	  on	  every	  platform	  and	  device	  -­-­	  all	  the	  time,	  everywhere.Their	  fan	  experi...
Acknowledge	  that	  fans	  have	  an	  important	  voice...	  and	  embrace	  it.
Understand	  the	  difference	  between	  signal	  and	  noise	  
Unlike	  more	  traditional	  data,	  real-­‐time	  social	  data	  analytics	  can	  re9lect	  consumer	  preferences,	  ...
INFLUENCERSThird	  party	  endorserwho	  can	  shape	  publicattitudes.High	  visibility	  reachingMore	  people	  than	  ...
Work	  together	  with	  your	  fans.
NACDA ICLA June 13, 2013 Presentation
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NACDA ICLA June 13, 2013 Presentation

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NACDA ICLA June 13, 2013 Presentation

  1. 1. Flag  on  the  Play:What  College  Athletics  Hasn’t  Figured  Out  About  Engaging  FansBrian  Reichli#le  m  mediaKathleen  HessertSports  Media  Challenge
  2. 2. #"lagontheplay
  3. 3. @kathleenhessert@brianreich
  4. 4. Technology  and  the  Internet,  and  their  role  in  our  lives,  has  changed  how  we  communicate,  get  and  share  information,  the  media  we  consume,  and  the  reasons  we  engage  with  each  other  -­‐  online  and  of9line.  THE  EFFECTS  OF  THESE  CHANGES  ARE  BEING  FELT  BY  ALL  OF  US,  EVERY  DAY,  ALL  THE  TIME.
  5. 5. Information  moves  FASTER.  People  are  more  closely  CONNECTED.  We  all  have  DIFFERENT  OPTIONS  and  BETTER  CHOICES.    Our  EXPECTATIONS  ARE  HIGHER.    The  connections  we  make  to  the  issues  and  events  that  shape  our  world  are  being  TRANSFORMED  -­‐-­‐  rapidly  and  constantly.  
  6. 6. How  organizations  operate,  organize,  and  communicate  must  be  RE-­IMAGINED.    The  passion  and  interest  of  individuals  must  be  RE-­FOCUSED  and  RE-­DIRECTED.    The  ways  that  we  measure  success  must  be  RE-­ASSESSED.    The  ways  we  promote  big  ideas  and  create  better  solutions  must  be  RE-­ENVISIONED.
  7. 7. What  we  are  doing  isn’t  working  anymore!
  8. 8. What’s  NOT  Working…• Missing  out  on  the  opportunity  to  engage  casual  fans.  • Too  much  focus  on  raising  awareness;  missing  out  on  engagement  and  revenue  opportunities.• Metrics  (e.g.  likes,  follows)  don’t  inform  real  behaviors.• Attention  paid  to  tactical  use  of  social  media;  need  to  think  more  strategically,  long-­‐term• Undervaluing  photo  and  video  (Instagram,  Vine,  etc)• Engagement  not  aligned  with  business  goals• Infrastructure  &  resources  not  scalable;  not  integrated• Basic  activation  with  limited  innovation,  evolution
  9. 9. Its  Time  For  A  New  Playbook  for  Engaging  Fans
  10. 10. Expand  the  de"inition  of  who  is  a  “sports  fan”
  11. 11. 150+ MillionSports FansSports MediaIndustrialComplex1 2 3 4 5 6 7 8 9 10On  a  scale  from  1  to  10,  a  Casual  Fan  might  be  a  2  and  a  Committed  Fan  an  8.Almost  everyone  is  a  sports  fan...  but  very  few  of  them  are  being  properly  engaged.
  12. 12. What  do  you  think?
  13. 13. Keys  To  Successful  Execution
  14. 14. Go  Where  Your  Fans  Are
  15. 15. Your  audience  will  tell  you  what  they  want  (and  probably  already  are).
  16. 16. Stop  broadcasting.  Start  a  conversation.
  17. 17. Give  fans  a  reason  to  participate  and  guide  them  to  act.
  18. 18. #GoBlueEcosystem© 2012 Sports Media Challenge
  19. 19. 20Just  in  case  you  were  wondering...  #GoBlue  #LeadersAndBest  vine.co/v/blWrr7hBTq0—  Roy  Manning  (@CoachRoyM)  June  10,  2013
  20. 20. GETTINGSTARTED
  21. 21. 1.  Compare  and  contrast.  Audit  your  fans  social  experience  for  alignment  with  business  goals.  2.  Start  engaging.    Post  content,  start  a  conversation  -­‐-­‐  just  do  it  in  a  smart  and  measurable  way.3.  Build  a  system.  Don’t  just  put  a  plan  together,  create  a  sustainable,  scalable  mechanism  for  engaging  fans  differently.WE  CAN  HELP!We  Can  Help!
  22. 22.   Athletic  Departments  need  to  ALIGN  digital,  social,  and  mobile  campaigns  with  BUSINESS  GOALS.  A  social  presence  needs  to  be  STRATEGIC,  not  TACTICAL.  Brands  must  be  INNOVATIVE  and  INTEGRATE  social  strategies  throughout.  The  social  presence  needs  to  be  a  SUSTAINED  effort,  not  ONE-­OFF  CAMPAIGNS.  Start  with  BASELINE  AUDIT  of  your  SOCIAL  to  evaluate  status,  growth,  and  future  direction.
  23. 23. Visit  http://www.buzzmgr.com/resources/flag-on-the-play/  to  download  slides  and  notes.Brian  Reichlittle  m  mediabrian@littlemmedia.com(646)  789-­‐1323@brianreichKathleen  HessertSports  Media  Challengekhessert@sportsmediachallenge.com(704)  541-­‐5942@kathleenhessert
  24. 24. OTHER  EXAMPLES
  25. 25. -­  Lavender  Ladies  (51%  of  Baltimore  fans  are  women)-­  25k  members  of  Ravens’  Purple  Club-­  87%  renewal  rate  -­‐  Wait  List  is  90%  of  membership  -­‐  Purple  Merchandise  line  planned
  26. 26. •  FSU  follows  4•  90,117  people  follow  FSU•  89,244  have  FSU  in  Circles•  145  in  Google+  FSU  CommunityFSU  &  Google+  “Hangout”
  27. 27. Evian  U.S.  Open  “Instawalk”•  3  superusers  (combined  600K  followers)  named  to  Digital  Street  Team•  Instapics  displayed  on  Jumbotron•  Campaign  grew  evianwater  Instagram  account  to  1000+  fans•  Estimated  reach:  4.3M  impressions•  Current  acct.  growth:  3440  followers,  1741  following,  385  photos
  28. 28. Additional  Thoughts
  29. 29. More  than  ever,  fans  are  in  control  of  their  own  information  experience.If  news  and  information  is  important  to  fans,  it  will  Zind  them.
  30. 30. In  a  connected  society,  brand  is  about  experience.What  your  fans  are  saying  about  you  matters  more  than  anything  else.
  31. 31. Brands  believe  they  can  create  engagement  through  sponsorships  and  ads  alone.  But  tickets  and  merchandise  sales  are  heavily  inZluenced  by  ongoing  social  engagement.    
  32. 32. Colleges  and  universities  are  uniquely  positioned  to  leverage  social.But  the  appetite  for  innovation  and  experimentation  is  still  too  limited  when  it  comes  to  sports.
  33. 33. There  are  many  more  fans  than  there  are  seats  in  your  stadium.
  34. 34. Fans  access  sports  on  every  platform  and  device  -­-­  all  the  time,  everywhere.Their  fan  experience  is  always  on.
  35. 35. Acknowledge  that  fans  have  an  important  voice...  and  embrace  it.
  36. 36. Understand  the  difference  between  signal  and  noise  
  37. 37. Unlike  more  traditional  data,  real-­‐time  social  data  analytics  can  re9lect  consumer  preferences,  sentiment  and  intention.    Its  the  immediacy  and  personal  nature  of  social  conversations  that  make  it  unlike  any  other  form  of  information  we  can  track.It  is  important  to  track  more  than  just  mentions/interactions  with  your  own  brand.  How  your  audience  gets  and  shares  information,  and  what  they  are  discussing,  creates  opportunities  for  you.WhyMonitoring  Matters
  38. 38. INFLUENCERSThird  party  endorserwho  can  shape  publicattitudes.High  visibility  reachingMore  people  than  average  fan.Typically  needs  incentivesWill  move  on  quickly  to  the  next  opportunity.ADVOCATESMore  passionate,  avid  supportersSelf  motivated;  don’t  need  incentives.Align  &  commit  to  a  team;  unless/until  driven  awayReach  niche  communitiesMore  direct  in9luence.Identify  and  leverage  in"luencers  and  advocates
  39. 39. Work  together  with  your  fans.

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