SPORTS	
  	
  
AND	
  SOCIAL	
  MEDIA	
  
By	
  Elly	
  Deutch	
  
	
  
November	
  11,	
  2012	
  

	
  
My	
  Background	
  
Today’s	
  Agenda	
  
l  Defining	
  social	
  media	
  
l  IdenCfying	
  “Inline”	
  media	
  opportuniCes	
  
l  How	
...
What	
  is	
  social	
  media?	
  
Group	
  of	
  Internet-­‐based	
  applicaCons	
  that	
  build	
  on	
  the	
  ideolog...
Web	
  2.0	
  and	
  Social	
  Media	
  Overview	
  
Streamlining	
  the	
  conversaCon	
  

OLD	
  WAY	
  OF	
  COMMUNICATION	
  	
  
MONOLOGUE	
  	
  

NEW	
  WAY	
  	
  
DI...
INLINE

MEDIA

Traditional
Media

Social and Online
Media
Good	
  Stories	
  Can	
  Generate	
  “Inline”	
  AXenCon	
  
Tradi5onal	
  	
  
Media	
  

	
  

8	
  

Social	
  And	
  ...
World	
  perspecCve	
  of	
  social	
  media	
  
1.15	
  billion	
  

monthly	
  acCve	
  users	
  
(874	
  million	
  via	
  mobile)	
  

100	
  hours	
  of	
  video	
  
...
How	
  Social	
  Connects	
  to	
  Sports	
  
Creates	
  transparency	
  	
  
	
  
	
  
	
  

	
  

	
  

	
  

	
  

	
  ...
Pro	
  League	
  Policies	
  
Who’s	
  doing	
  it	
  right	
  
CreaCng	
  a	
  brand	
  online	
  
If	
  you	
  Google	
  yourself,	
  are	
  you	
  happy	
  with	
  the	
  results?	
  
	
  
Fans	
  are	
  what	
  makes	
  your	
  company	
  5ck,	
  so	
  it’s	
  impera5ve	
  to	
  
listen	
  and	
  learn	
  fro...
How	
  to	
  make	
  your	
  brand	
  social	
  
l  Listen	
  to	
  your	
  community	
  
l  Set	
  goals	
  
l  Engage...
Next	
  trend	
  for	
  Sports:	
  Geo-­‐LocaCon	
  
Take an interest in the
community and understands
the social dynamic

Observe Your
Audience
Image	
  

Be Valuable

Add value to the conversation and
recognize/reward participants
Provide a reason to come and socialize –
and then share the experience with
colleagues/friends

Be Notable
Determine the handful of things
that will keep the community
engaged

Bring Catnip
Establish guidelines to codify the
culture you would like to promote
and set the expectations for
behavior.

Have Rules
Distributed	
  

Let the most passionate fans drive
the heard

Lead from the Back
Ride The Waves

It is really hard to create enough
energy to build a wave, much more
effective and efficient to ride
exist...
Key	
  Takeaways	
  
l  Be	
  social,	
  don’t	
  just	
  be	
  online	
  
l  UClize	
  “celebrity”	
  branding	
  of	
 ...
QUESTIONS/CONTACT	
  

Elly	
  Deutch	
  
Website:	
  EllyDeutch.com	
  	
  	
  
Email:	
  ellydeutch@gmail.com	
  
TwiXer...
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Roosevelt University: Sports and Social Media by Elly Deutch

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Find out how sports and social media go hand in hand with my presentation to Roosevelt University's Sports Marketing Master's class.

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Roosevelt University: Sports and Social Media by Elly Deutch

  1. 1. SPORTS     AND  SOCIAL  MEDIA   By  Elly  Deutch     November  11,  2012    
  2. 2. My  Background  
  3. 3. Today’s  Agenda   l  Defining  social  media   l  IdenCfying  “Inline”  media  opportuniCes   l  How  social  connects  to  sports   l  Professional  sports  league  policies   l  What  athletes  and  teams  are  doing  social  right   l  Next  trends  for  sports   l  How  to  make  your  brand  social  
  4. 4. What  is  social  media?   Group  of  Internet-­‐based  applicaCons  that  build  on  the  ideological   and  technological  foundaCons  of  Web  2.0,  and  that  allow  the   creaCon  and  exchange  of  user-­‐generated  content    
  5. 5. Web  2.0  and  Social  Media  Overview  
  6. 6. Streamlining  the  conversaCon   OLD  WAY  OF  COMMUNICATION     MONOLOGUE     NEW  WAY     DIALOGUE  
  7. 7. INLINE MEDIA Traditional Media Social and Online Media
  8. 8. Good  Stories  Can  Generate  “Inline”  AXenCon   Tradi5onal     Media     8   Social  And   Online  Media    
  9. 9. World  perspecCve  of  social  media  
  10. 10. 1.15  billion   monthly  acCve  users   (874  million  via  mobile)   100  hours  of  video   uploaded  to  YouTube     every  minute   500  million  tweets   delivered  daily  
  11. 11. How  Social  Connects  to  Sports   Creates  transparency                                       Generates  fan  apprecia5on  and  revenue            Builds  community  
  12. 12. Pro  League  Policies  
  13. 13. Who’s  doing  it  right  
  14. 14. CreaCng  a  brand  online  
  15. 15. If  you  Google  yourself,  are  you  happy  with  the  results?    
  16. 16. Fans  are  what  makes  your  company  5ck,  so  it’s  impera5ve  to   listen  and  learn  from  their  feedback.     -­‐  Look  for  what  people  are  currently  saying  about  you  online   -­‐  Keep  an  open  mind  and  take  everything  into  consideraCon   -­‐  IdenCfy  key  influencers   -­‐  Decide  which  networks  generate  the  most  conversaCons   -­‐  Track  senCment  over  Cme   -­‐  Analyze  customer  feedback   -­‐  Assess  and  plan  on  best  ways  to  engage  
  17. 17. How  to  make  your  brand  social   l  Listen  to  your  community   l  Set  goals   l  Engage  in  conversaCon   l  Be  creaCve   l  Measure  and  analyze  progress   l  Re-­‐evaluate  and  execute   l  Do  it  again  
  18. 18. Next  trend  for  Sports:  Geo-­‐LocaCon  
  19. 19. Take an interest in the community and understands the social dynamic Observe Your Audience
  20. 20. Image   Be Valuable Add value to the conversation and recognize/reward participants
  21. 21. Provide a reason to come and socialize – and then share the experience with colleagues/friends Be Notable
  22. 22. Determine the handful of things that will keep the community engaged Bring Catnip
  23. 23. Establish guidelines to codify the culture you would like to promote and set the expectations for behavior. Have Rules
  24. 24. Distributed   Let the most passionate fans drive the heard Lead from the Back
  25. 25. Ride The Waves It is really hard to create enough energy to build a wave, much more effective and efficient to ride existing waves. Link initiatives to community hot topics.
  26. 26. Key  Takeaways   l  Be  social,  don’t  just  be  online   l  UClize  “celebrity”  branding  of  players,  teams,  and  media   professionals   l  Engage,  interact  and  be  transparent  with  fans  and  followers   l  Set  up  a  strategic  plan  for  your  organizaCon,  including   analysis  tacCcs  on  how  to  track  your  success   l  Have  fun!  
  27. 27. QUESTIONS/CONTACT   Elly  Deutch   Website:  EllyDeutch.com       Email:  ellydeutch@gmail.com   TwiXer:  @deutchE     LinkedIn:  ellydeutch    

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