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Social media in sports marketing

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Pragmatic tips to leverage social media in your sports and destination marketing, by Mary Van Buren, Excelerate Consulting

Published in: Technology, Business, Sports
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Social media in sports marketing

  1. 1. Social Media in Sports Tourism: What’s your game plan?<br />April 29, 2011<br />
  2. 2.
  3. 3. It’s rare now to…<br />Get money from a teller….pay with money?<br />Pay your bills by check and mail them<br />Go to the library<br />Get airline tickets in the mail<br />
  4. 4. Who is engaged digitally?<br /> (More like who is not engaged digitally!!)<br />
  5. 5.
  6. 6. A digital world<br />
  7. 7. 500M active users- log in each day<br />70% are outside US<br />250M access FB through mobile and are 2x as active as non mobile<br />
  8. 8. 5 years old<br />175M users<br />1 Billion tweets per week<br />500,000 accounts created DAILY<br />182% increase in mobile apps vs last year<br />
  9. 9. 100 Million professionals<br />1 Million new members each week<br />200 countries<br />50% of members are outside US<br />
  10. 10. Mobile Apps<br />Mobile app downloads 7B to 50B by 2012<br />Market worth $7B in 2012 to $30B 2013<br />
  11. 11. 2011 Trends…<br />Group messaging<br />Reputation engines<br />QR codes<br />increasing complexity for the marketer without necessarily increasing revenues<br />
  12. 12. Canadians are Digital Consumers<br />
  13. 13. Some stats…<br />Spend online nearly doublethe worldwide average (43.5 hours per month versus 23.1)<br /> Visit nearly 100 different websites over three months, more than double the worldwide average of just 42. <br />55 and older are fastest-growing demographic of internet users - one in five internet users, more than people aged 10 to 24, 25 to 34, and 35 to 44 who comprise 10, 18, and 18 percent of internet users respectively.<br />Newspaper and political websites are gaining traction. Group buying websitesGroupon, <br />Watch more videos on average than the U.S., 147 per viewer compared to 100. <br />18-24 year old watches about 244 videos per month.<br />Source: http://www.techvibes.com/blog. Research firm Comscore.<br />
  14. 14.
  15. 15. 0K- I see the opportunity but where do I start?<br />
  16. 16. Strategy before Tactics<br />Build your skills<br />Conduct a social media audit<br />Develop your goals<br />Establish objectives<br />Build a social media plan<br />Implement and measure<br />
  17. 17.
  18. 18. Confidence comes with competence<br />Workshops, webinars, books<br />Seek out the early adopters in your work place or at home<br />Open up social media to employees<br />Lean into it personally…..Facebook, Youtube, Linked In, Twitter<br />Corporately, listen before engaging<br />
  19. 19. Some resources<br />www.cepsm.ca : workshops, slides, consulting<br />Marcom.ca: June 1/2<br />http://www.dreamgrow.com/best-selling-social-media-marketing-books-2011/#axzz1KkZTdOpl<br />Marketing Profs<br />Twitter<br />ESPN, IMG, lancearmstrong, ochocinco, sportstourism, London2012, GoWhistler…<br />Linked In Groups:<br />Social Media Marketing: 153,000 members<br />Social Media & Sport: 1,350 members<br />Destination Marketing: 585 members<br />
  20. 20.
  21. 21. Understand your digital presence<br />Conduct a social media audit:<br />Key search words used related to your organization, brand and service offering<br />List of influencers and the tone of the conversations<br />Competitive analysis<br />S W O T analysis<br />Recommendations<br />
  22. 22.
  23. 23.
  24. 24. What are you trying to achieve<br />Build awareness?<br />Gain market intelligence?<br />Increase your web presence/digital footprint?<br />Build relationships with new audiences?<br />Recruit staff or volunteers?<br />Generate revenue for the event, city and tourism partners?<br />Attract partnership dollars?<br />
  25. 25. Establish S M A R T Goals<br />Actionable insights<br />Facebook likes, twitter followers<br />Mentions, re-tweets, positive blogs<br />Qualified leads<br />Listed within top 10 on preferred terms, listed <br />Increase in Klout score<br />Resumes received<br />
  26. 26. Is social media part of your mix?<br />
  27. 27. Measuring: Twitter<br />
  28. 28. Measuring: Blogs<br />
  29. 29. Measuring: Social Influence<br />
  30. 30. Dashboards & Tools for Monitoring<br />
  31. 31. Managing your Presence<br />
  32. 32. Best Practices<br />Integrate and leverage content across all platforms: web, Youtube, Facebook and Twitter AND traditional media<br />Assign dedicated resources: community manager<br />Cross promote and share content across the tourism partnership:<br />City, municipality or region<br />Accommodations, dining, attractions, transportation<br />Event venue<br />Athletes<br />Volunteers<br />Attendees<br />Sponsors<br />Ensure consistency in user names, hashtags<br />Open up social media to your staff<br />
  33. 33. Where’s your digital engagement?<br />
  34. 34. Getting Attention<br />Rewards programs for followers<br />Contests on Twitter: http://www.seomoz.org/blog/7-new-tips-for-running-a-twitter-giveaway<br />Flashmobs<br />Ski Association of France 23,000 views<br />Bondi Beach 1,000,000 + views<br />
  35. 35. Case Study<br />Alpine Canada- GMC Canadian Championships<br />
  36. 36.
  37. 37. Link to the Resort<br />
  38. 38. Use all digital channels- results<br />
  39. 39. Live Streaming<br />
  40. 40. Leverage Athletes<br />
  41. 41. Involve the network<br />
  42. 42. Local sports community<br />
  43. 43. Facebook<br />
  44. 44. Ready to take your shot?<br />
  45. 45. Strategy before Tactics<br />Build your skills<br />Conduct a social media audit<br />Develop your goals<br />Establish objectives<br />Build an integrated social media plan<br />Implement and measure<br />
  46. 46. Thank You<br />

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