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a fresh approach to event communication:              Why Social Media is a Must                                          ...
The basics:                        Event news & announcements                        Registration                        V...
Dig deeper:                        Intent                        Customer service                        Community relatio...
Desired Outcomes:                                     eliminate          drive       activate &      educate              ...
“People don’t buy what you                        do, they buy why you do it.”                        – Simon Sinek#RoadRa...
innovate best practices    Integrating Traditional and Digital PR                        Photo source: http://www.flickr.c...
Community Development#RoadRaceSM • @prTini
tweetable tip:You have to BUILD a community before you can ACTIVATE it.#RoadRaceSM • @prTini
#RoadRaceSM • @prTini
“You have to earn the right to sell     something in the same way you earn the     right to ask a friend a favor.”     – R...
Case Study: The Columbus Marathon#RoadRaceSM • @prTini
Goals:    • Build a community year-round , activate it leading up to the       marathon    • Provide real-time customer se...
nail the basics#RoadRaceSM • @prTini
•   facebook.com/columbusmarathon            •   Off season: Update 4-5 times per week            •   Training season: Upd...
Facebook#RoadRaceSM • @prTini
Countdown Images                        The Final Countdown                        • 1,175 shares                        •...
Facebook – Customer Service151 questions answered the weekof the race – just on Facebook#RoadRaceSM • @prTini
Facebook – Race Day         Coverage#RoadRaceSM • @prTini
•   @cbusmarathon            •   Limit: 3-4 scheduled tweets per day            •   Focus on being conversational, providi...
Virtual Scavenger Hunt:• Drive traffic to the new website• Positive reinforcement• Establish new connections with potentia...
Twitter – Customer Service#RoadRaceSM • @prTini
Post Race #PRParty#RoadRaceSM • @prTini
www.columbusmarathon.com/blog     •   “Maintenance mode” during off season     •   In-season: 2-3 posts per week     •   B...
30 Tips, 30 Days• 8 of the top 10 blog  pages in 2011 were  tips• Blog traffic grew 260%• 2010 to 2011:  pageviews tripled...
30 Tips in 30 Days#RoadRaceSM • @prTini
First Marathon to Join Pinterest            Among top 15 referring sites to the website#RoadRaceSM • @prTini
bridge the digital & physical divide#RoadRaceSM • @prTini
Partnership Press Conference#RoadRaceSM • @prTini
RunFestCo-hosts•6 local influencers•Each blogged, shared onFacebook•40 tweets#RoadRaceSM • @prTini
RunFest Result: 1,000 attendees (250 in 2010, 500 in 2011)#RoadRaceSM • @prTini
Tweet & Go Seek#RoadRaceSM • @prTini
Potential      partner:     Sponsor:   Participant:       Taking         note:#RoadRaceSM • @prTini
Ask The Race Director 2012• UStream• Questions solicited in  advance and in real-  time• Promoted on Facebook,  Twitter, P...
Expo “Tweet Up”#RoadRaceSM • @prTini
crowdsource feedback#RoadRaceSM • @prTini
just ask#RoadRaceSM • @prTini
results#RoadRaceSM • @prTini
Results:•Top referral sources:  • Facebook  • Facebook Mobile  • Twitter•Facebook:  • Engagement: +133%  • Fans: +42%  • C...
Rapid Fire: Content Creation Tools#RoadRaceSM • @prTini
#RoadRaceSM • @prTini
Instagram.com                        @Instagram                        Why? Fastest-growing                        mobile ...
Tout.com                        @tout                        Why? 15-second videos to                        repost on Fac...
VenueSeen.com • @VenueSeen            Why? Monitor Instagram & Foursquare            images; create hashtag-driven        ...
MadewithOver.com                        @MadeWithOver                        Why? Simple, beautiful                       ...
Pitchengine.com                        @Pitchengine                        Why? Social media news                        r...
Heather Whaling • @prTini                        heather@gebencommunication.com                                    subscri...
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Social Media for Marathons

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The running community is very active online. Marathons and other road races should leverage social communication channels to build and activate communities year-round. When done right, this can strengthen customer service, deliver a better race-day experience, mitigate crisis situations, drive registrations and recruit volunteers. Using the Columbus Marathon as a case study, this presentation was first delivered to the Road Race Management annual conference. Want Heather Whaling to help your event harness the power of social media? Just email: heather [at] gebencommunication.com.

Social Media for Marathons

  1. 1. a fresh approach to event communication: Why Social Media is a Must Heather Whaling heather@gebencommunication.com prtini.com • @prTini#RoadRaceSM • @prTini
  2. 2. The basics: Event news & announcements Registration Volunteers#RoadRaceSM • @prTini
  3. 3. Dig deeper: Intent Customer service Community relations Sponsor integration Crisis communication#RoadRaceSM • @prTini
  4. 4. Desired Outcomes: eliminate drive activate & educate barriers registration accelerate Photo credits: Schoolhouse, Post-It, Line, Runner#RoadRaceSM • @prTini
  5. 5. “People don’t buy what you do, they buy why you do it.” – Simon Sinek#RoadRaceSM • @prTini
  6. 6. innovate best practices Integrating Traditional and Digital PR Photo source: http://www.flickr.com/photos/will-lion/2636903303/#RoadRaceSM • @prTini
  7. 7. Community Development#RoadRaceSM • @prTini
  8. 8. tweetable tip:You have to BUILD a community before you can ACTIVATE it.#RoadRaceSM • @prTini
  9. 9. #RoadRaceSM • @prTini
  10. 10. “You have to earn the right to sell something in the same way you earn the right to ask a friend a favor.” – Renegades Write the Rules#RoadRaceSM • @prTini
  11. 11. Case Study: The Columbus Marathon#RoadRaceSM • @prTini
  12. 12. Goals: • Build a community year-round , activate it leading up to the marathon • Provide real-time customer service to deliver a better race- day experience for athletes & spectators • Extend partnerships, especially with Nationwide Children’s Hospital • Gain insights and feedback through online monitoring and digital research#RoadRaceSM • @prTini
  13. 13. nail the basics#RoadRaceSM • @prTini
  14. 14. • facebook.com/columbusmarathon • Off season: Update 4-5 times per week • Training season: Update twice daily • Emphasis on facilitating conversation among marathoners tweetable tip: Consistent, frequent updates are required to build#RoadRaceSM • @prTini interactive Facebook communities
  15. 15. Facebook#RoadRaceSM • @prTini
  16. 16. Countdown Images The Final Countdown • 1,175 shares • Week-of interactions increased 385% • Secured car donation#RoadRaceSM • @prTini
  17. 17. Facebook – Customer Service151 questions answered the weekof the race – just on Facebook#RoadRaceSM • @prTini
  18. 18. Facebook – Race Day Coverage#RoadRaceSM • @prTini
  19. 19. • @cbusmarathon • Limit: 3-4 scheduled tweets per day • Focus on being conversational, providing moral support • Heavy use of lists & local search#RoadRaceSM • @prTini
  20. 20. Virtual Scavenger Hunt:• Drive traffic to the new website• Positive reinforcement• Establish new connections with potential marathon runners/walkers• http://bit.ly/CbusMarathonHunt#RoadRaceSM • @prTini
  21. 21. Twitter – Customer Service#RoadRaceSM • @prTini
  22. 22. Post Race #PRParty#RoadRaceSM • @prTini
  23. 23. www.columbusmarathon.com/blog • “Maintenance mode” during off season • In-season: 2-3 posts per week • Blogging team provides real-life perspective. • Bloggers include: – Board member/sponsor – Local media personality – Mom walking to lose pregnancy weight – First-timer • 30 Tips, 30 Days#RoadRaceSM • @prTini
  24. 24. 30 Tips, 30 Days• 8 of the top 10 blog pages in 2011 were tips• Blog traffic grew 260%• 2010 to 2011: pageviews tripled#RoadRaceSM • @prTini
  25. 25. 30 Tips in 30 Days#RoadRaceSM • @prTini
  26. 26. First Marathon to Join Pinterest Among top 15 referring sites to the website#RoadRaceSM • @prTini
  27. 27. bridge the digital & physical divide#RoadRaceSM • @prTini
  28. 28. Partnership Press Conference#RoadRaceSM • @prTini
  29. 29. RunFestCo-hosts•6 local influencers•Each blogged, shared onFacebook•40 tweets#RoadRaceSM • @prTini
  30. 30. RunFest Result: 1,000 attendees (250 in 2010, 500 in 2011)#RoadRaceSM • @prTini
  31. 31. Tweet & Go Seek#RoadRaceSM • @prTini
  32. 32. Potential partner: Sponsor: Participant: Taking note:#RoadRaceSM • @prTini
  33. 33. Ask The Race Director 2012• UStream• Questions solicited in advance and in real- time• Promoted on Facebook, Twitter, Pinterest, and the blog• Viewership increased 68%#RoadRaceSM • @prTini
  34. 34. Expo “Tweet Up”#RoadRaceSM • @prTini
  35. 35. crowdsource feedback#RoadRaceSM • @prTini
  36. 36. just ask#RoadRaceSM • @prTini
  37. 37. results#RoadRaceSM • @prTini
  38. 38. Results:•Top referral sources: • Facebook • Facebook Mobile • Twitter•Facebook: • Engagement: +133% • Fans: +42% • Customer service doubled•Twitter: • Engagement: +59% • Followers: +45%•$875,000 raised forNationwide Children’s#RoadRaceSM • @prTini
  39. 39. Rapid Fire: Content Creation Tools#RoadRaceSM • @prTini
  40. 40. #RoadRaceSM • @prTini
  41. 41. Instagram.com @Instagram Why? Fastest-growing mobile network; visual storytelling#RoadRaceSM • @prTini
  42. 42. Tout.com @tout Why? 15-second videos to repost on Facebook & Twitter#RoadRaceSM • @prTini
  43. 43. VenueSeen.com • @VenueSeen Why? Monitor Instagram & Foursquare images; create hashtag-driven campaigns; Instagram CRM#RoadRaceSM • @prTini
  44. 44. MadewithOver.com @MadeWithOver Why? Simple, beautiful textography#RoadRaceSM • @prTini
  45. 45. Pitchengine.com @Pitchengine Why? Social media news releases#RoadRaceSM • @prTini
  46. 46. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices.#RoadRaceSM • @prTini

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